Peoples Bank: empowering marketing personalization with permissioned data

Peoples Bank, recognized as one of America's Best Banks 2024 by Newsweek, operates 130 branches across Ohio, West Virginia, Kentucky, Virginia, Washington, D.C., and Maryland. Committed to building meaningful relationships, the bank's vision is to be the Best Community Bank in America. Known for its personalized service, Peoples Bank thrives by embracing the unique character of the communities it serves.

Challenge: Navigating privacy in a personalized marketing world

As a community-centric financial institution, Peoples Bank prides itself on putting the needs of its members first. For the Peoples Bank marketing team, this included rolling out new digital marketing tech to enhance member engagement and serve personalized offers.

During the rollout of Salesforce Marketing Cloud Personalization, the marketing team uncovered a new, key requirement: they needed a way for consumers to opt-in or out of data sharing. Access to permissioned data – gathered responsibly via consumer consent choice – was absolutely essential to align with data usage expectations and regulatory requirements. 

“As a financial institution, respecting our members' data preferences is paramount. We needed a reliable opt-out solution to complement our Salesforce personalization efforts, and we needed it fast,” explained Alex Stanley, Marketing Campaign Manager at Peoples Bank.

The urgency was compounded by an ambitious timeline to find and implement a solution before the Salesforce go-live. Under the marketing team’s guidance, Peoples Bank embarked on a vendor evaluation to find the right technology partner. Their list of top requirements included:

• Straightforward, speedy deployment of a consumer-facing opt-out mechanism to complement the Salesforce implementation 
• Branding options for aligning banners and notices to the Peoples Bank voice and visuals
• Easy to use, low/no-code interface to ensure key marketing stakeholders could deploy the technology with minimal IT/engineering support 

Solution: A fast, intuitive deployment with Ketch Consent Management

After evaluating several vendors, Peoples Bank chose Ketch. Rebecca Minear, Digital Marketing Specialist, was impressed by the knowledgeable team: “A lot of the Ketch team has experience within Salesforce. It was nice to hear it from someone who's actually been in the platform, understands where we are coming from, and knows exactly the steps that we need to take to move this project forward.” 

The teams immediately got started with deploying the Ketch Consent Management solution, enabling customers to manage their data-sharing preferences directly through the bank’s website. The rapid timeline required a well-coordinated effort. The Ketch project team worked closely with the Peoples Bank marketing, compliance, and IT departments to ensure a seamless integration. 

‍

‍

Ketch Consent Management helps businesses and brands collect and use permissioned data for data-driven campaigns and activations. As the Peoples Bank team dove into the Ketch interface and set-up, they realized many of the benefits they’d seen in initial product demos. 

Intuitive, no-code user interface

“The fact that most of the user interface is drag-and-drop and you don't have to work through a lot of code was important for us. Compared to some of the other vendors that we had looked at, Ketch is a lot more intuitive,” said Alex. Ketch is built for clicks-not-code management so stakeholders – like legal and marketing teams – can easily make changes to banners, policies, workflows, and more without any developer or engineering support. 

Rebecca added, “The fact that Ketch’s platform was intuitive and encouraged us to take ownership of the implementation was a huge plus. We could manage it mostly ourselves, which saved us time and allowed us to maintain our marketing momentum.”

On-brand, user-friendly opt-out notices 

With Ketch’s drag-and-drop interface, the marketing team could quickly create and deploy consent banners that matched the bank’s branding, without needing coding expertise.

Ketch includes 400+ no-code configuration options for modifying every element of the frontend, visitor-facing privacy experience, including colors, blocks and elements visibility, position and layout options for modal and banner privacy and consent notices. The real-time, WYSIWYG (what you see is what you get) editor provides the ability to preview experiences in different styles, languages, jurisdictions, and devices without leaving the editor.

Thorough product documentation and onboarding support

Clear, concise documentation allowed the team to implement and test changes swiftly, reducing the potential for errors or delays. Ketch requires no professional services for successful implementation and go-live.

Ketch supported the Peoples Bank implementation with the assignment of a specific Customer Success Manager upon project kick-off to guide the implementation, including a detailed onboarding checklist, step-by-step documentation, and recurring calls to guide the process. 

‍

‍

Outcome: Empowering consumer experiences with responsible data collection

The implementation was completed in under one month, timed to support the Salesforce Marketing Cloud Personalization launch. 

I think of Ketch as an all encompassing data permissioning and consent management solution. From their ability to support marketing personalization initiatives, to proactive new law notifications from their legal experts, it’s a comprehensive solution for modern, digital privacy requirements. 

Rebecca Minear, Digital Marketing Specialist, Peoples Bank

Key outcomes included:

• Regulatory compliance: Peoples Bank now offers transparent, user-friendly privacy experiences that comply with all relevant regulations, enhancing their ability to activate consumer data with confidence. 
• Marketing team empowerment: The marketing team can manage consent and preference settings independently, freeing IT resources and enabling quick responses to any changes.
• Scalability for future needs: The platform is scalable and flexible, allowing for easy adaptation to future projects.

Rebecca noted, “Ketch has been a trustworthy source from start to finish. One of the best things about working with Ketch is their ability to understand our needs and their commitment to helping us succeed. Their values and approach aligned so well with ours at Peoples Bank. Their support, guidance, and dedication have been outstanding.”

Looking ahead: A foundation for personalization and growth

With the initial implementation complete, Peoples Bank is looking forward to exploring additional capabilities within Ketch’s platform. As they continue to refine their use of Salesforce Marketing Cloud Personalization, they are confident that Ketch will be a key partner in their ongoing data privacy and compliance efforts.

“For now, we’re focused on making sure everything runs smoothly with our current setup,” said Rebecca. “But we know that Ketch has the flexibility and scalability to grow with us. Whether it’s expanding to our mobile app or exploring new data privacy features, we’re excited to see where this partnership can go.”

The Peoples Bank and Ketch partnership exemplifies how a strong, values-aligned collaboration can result in a seamless solution. By empowering their marketing team with intuitive tools and providing exceptional support, Ketch is enabling Peoples Bank to deliver engaging, personalized experiences with responsibly gathered, permissioned data: ultimately reinforcing their position as the best community bank in America.

‍