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The Content Council

Financial Well Being

Financial Well Being

Client: Bank of America
Circulation: 7 million
Audience: Bank of America customers

client objectives

Against a backdrop of a seismic shift in the economy, Bank of America was looking to take a position of leadership and assurance by educating and empowering its customers to feel more confident in their financial choices and achieve financial well-being. Bank of America chose Totem to help them develop a content strategy for their e-newsletter and website content.


Totem was initially engaged by Bank of America to work closely with the Digital Agency of Record and provide digital content for a customer email program targeting over 7 million Bank of America customers. Our scope of work has expanded to include content and supporting strategy for the Solutions digital program, a consumer-facing online education and resource for relevant and timely financial information. Monthly articles are aligned with SEO best practices and program objectives that integrate with Bank of America's product offering, all executed in synch with the dynamics of today's financial environment.


Our revised strategy, which includes a permission-based approach to email subscription, and our enhanced content has led to open rates of 71 percent, over five times higher than previous deployments, and Click Through Rates of 26 percent, a twelvefold increase over previous.