Citizens Bank creates financial resource center, attracting high traffic numbers and low bounce rates

The financial institution launched a resource center for its customers with beneficial resources and information. This landed them the top spot in the Financial Services Campaign category of PR Daily’s 2020 Content Marketing Awards.

When COVID-19 struck, Citizens Bank knew it needed to be there for its customers’ financial questions.

It wasted no time launching its COVID-19 Resource Center on its website and across many touchpoints. Among the content, information and digital banking services provided by Citizens were resources about financial assistance, fraud protection, Economic Impact Payments and the Paycheck Protection Program.

A strong collaboration between internal and external communications has helped the Resource Center continue to grow and adapt as changes and updates were necessary and available.

Citizens Bank’s COVID-19 Resource Center is responsible for 43,000 PPP loans, which has helped small business tremendously, saved more than 500,000 jobs, and helped 130,000 customers through loan forbearance.

The site drove traffic that contributed to 80% higher than average monthly visits to its Learning section, its bounce rate was only 20% and boasted high click-through rates, too.

Congratulations to Kerry Gallagher, Kristine Prybyla, Isabella Maini, Heather Lockavitch, Kristen Bolsover, Donna Connolly, Christine Carey, Alyson Bloch, Hanlu Lyman, Tejaswini “TJ” Patton, Aparna Unni, Mandy Donovan, Carolann Adams and Lindsey Bailer.

Learn more about Ragan’s and PR Daily’s current and upcoming awards programs here.


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