Washington Trust Selects MindBlazer's MoneyMinutes.TV for Consumer Education
Bank leverages interactive, educational video to meet consumer demand for fast,
CHARLOTTE, N.C., March 31, 2009 - The marketing technology company MindBlazer has been chosen by The Washington Trust Company, a subsidiary of Washington Trust Bancorp, Inc. (NASDAQ: WASH), to provide its MoneyMinutes.TV interactive video content as a key element of the bank's new marketing initiatives. MoneyMinutes.TV maximizes marketing dollars through a strategic approach that leverages several channels - online, e-mail, direct mail and in-branch - to empower consumers to make informed decisions about financial products and services. The content routinely delivers call-to-action rates of 20 to 45 percent.
Washington Trust selected several video topics including home equity loans, remote deposit capture and mortgages for first time homebuyers, to educate current and prospective customers about its product and service offerings. The $3 billion bank also enlisted MindBlazer to develop a custom video on reverse mortgages, a loan option the bank has seen grow in demand over the past two years.
"People have limited time and would much rather watch an informative three-minute video than read through all the details in print," said Elizabeth B. Eckel, Washington Trust senior vice president of marketing. "Interactive video is a great educational tool, and MindBlazer produces quality, informational material that is up to date on the financial topics that consumers want and need to hear about."
In addition to posting MoneyMinutes.TV content directly onto its Web site, Washington Trust has plans to integrate the videos into e-mail marketing materials by imbedding the hyperlinks, and may also implement the videos in direct mail campaigns through the use of personal URLs.
"Interactive media offers banks like Washington Trust a new channel to engage their customers directly and help them make smart financial decisions," Ryan Brown, MindBlazer president and CEO, explained. "Posting text or any old video to a Web site and hoping for the best isn't an option in today's environment. Financial institutions need a strategy that makes sure the content has a good chance of being seen. It needs to appeal to people's needs and interests. Interactive media provides the direct communication that banks need to motivate customers to take action."
Washington Trust chose MindBlazer for its proven business approach, in-depth knowledge of the financial industry, selection of relevant topics and ability to customize the content to align with Washington Trust's branding. The bank was also attracted to MindBlazer's ability to accurately track and report on viewership and consumer behavior. Eckel continued, "MoneyMinutes.TV enables us to get information out in an innovative, affordable way that adds life to our Web site and offers a valuable experience to our customers."
MoneyMinutes.TV videos are approximately one to three minutes in length and cover a range of topics that are customizable to match each financial institution's brand. The content can be placed directly on high-traffic areas of the Web site, or used for in-branch, direct mail or in one-on-one sessions with consumers. The materials are periodically refreshed and new topics are added frequently to reflect current trends and product demand.
MindBlazer is a marketing technology company that provides enhanced digital media channels to aid with sales, education and corporate communications online. Based in Charlotte, N.C., the company was founded in 1999 to create Webcast content such as online video and interactive new media. In 2002, MindBlazer began providing custom education-based content for many tier one banks and lending institutions. Today, MindBlazer is management-owned and works with more than 100 financial Institutions and financial technology providers of all sizes to leverage new media and open Internet revenue streams.
For more information about MindBlazer, visit the company's Web site at http://www.mindblazer.com or call 704.554.9555. For more information on MoneyMinutesTV visit http://moneyminutes.tv.
About Washington Trust
The Washington Trust Company is a subsidiary of Washington Trust Bancorp Inc., a $3 billion corporation headquartered in Westerly, R.I. Founded in 1800, Washington Trust is the largest independent bank in Rhode Island and the oldest community bank in the nation. A state-chartered bank, Washington Trust offers a full range of financial services, including business banking, personal banking and wealth management and trust services, through its offices located in Rhode Island, southeastern Connecticut and Massachusetts. The corporation's common stock trades on the NASDAQ stock market under the symbol WASH. Please visit http://www.washtrust.com for more information.