Key Bank has decided to step up its Hispanic outreach efforts by integrating its Hispanic messaging with its English-language copy. “What we did was we helped them coordinate their Hispanic messaging with their general market messaging in a culturally relevant and compelling way,” says Laura Sonderup, director of Colorado-based Heinrich Hispanidad.<\/p>\n
Key Bank also added more bilingual staff to its customer support and sales force. “To their credit, they realized that they could better serve their Hispanic customers by adding more bilingual staff, so they took the lead and made the new hires,” says Sonderup.<\/p>\n
The company looked to its Colorado offices for guidance in these efforts, owing to the higher bilingual composition of its work force there.<\/p>\n