Monday, September 10, 2007

TCF Bank - Network Rollout

TCF Bank ("Twin Cities Federal"), whose network spans Minnesota, Michigan, Illinois, Wisconsin, and Colorado, may be the possessor of the least well-known large digital signage networks--by now implemented in the majority of the bank's 400+ branch locations. According to a press release from 2005, the bank made the decision to move forward with a network rollout after piloting screen-based communications in some of its largest and most patronized locations. Reasons for adoption cited by Mark Foster, then the bank's SVP of Marketing, included that the medium was "unique" and capable of "targeting messaging down to the individual branch level," thereby increasing the relevance of the bank's communications to the local market and the likelihood of reaching customers who may be in the market for a given product.

As deployed, TCF's digital communications network consists largely of screens mounted behind the teller counter in traditional and in-store branch formats, although in some cases displays have also been installed in windows (I've seen 2-3 branches like that in Chicago) or on promotional kiosks in branch lobbies. The content loop appears to be roughly 3-4 minutes long, and alternates between general branding spots (open 7 days, etc.), product/category awareness (solutions for students), and specific product promotions (rates, etc.), interspersed with local news, weather, sports, and financial markets updates. Most of the content appears to be video-based, but the syndicated news spots, at a minimum, must have a flash overlay component, as they seem to site- or city-specific, and updated regularly. According to the release, the bank uses John Ryan's network management software and content services.

(Photo taken from Business Wire press release)


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