Bilingual Core
Conversion

This is a classic case study about core conversion best practices. Facing growing market needs, Los Angeles-based PCB Bank took on a total system upgrade and a complex communication challenge. With branches from coast to coast, operations in three time zones and an English- and Korean-speaking customer base, bank executives knew their success hinged on a clear, consistent and authentic communication plan. 

Here’s how Pannos delivered it.

The Ask
Develop a communication strategy that complies with regulations, keeps customers informed about upgrades, and translates easily from English to Korean.

The Answer
Take a three-pronged bilingual approach, featuring a landing page, a multi-phase email journey, and a comprehensive guide in the form of a mailable booklet.

The booklet came first. Designed to provide details like key dates and FAQs, it would need to be translated from English to Korean and distributed across the bank’s bi-coastal footprint. The creative had to be clean, bright and straightforward to inform and build excitement.

Next came the digital campaign elements, including a landing page that served as a digital information hub and four eblasts to be strategically deployed throughout the conversion. The first eblast focused on “enjoying upgraded banking technology” and alleviating stress around changes to sensitive bank data. The second outlined the nature and timing of the changes. The third provided post-conversion action items for online banking access. The fourth and final eblast announced the conversion’s successful completion.

Content translation was an iterative and collaborative process. Pannos created the content and shared it with PCB, which in turn provided the Korean translation. We would then place that content into layout, ensuring we kept the characters and line breaks provided by the client. Once we were done, we would pass the final file to PCB for their official review. They would send feedback, and we would tweak with the new Korean content provided.