FirstMerit Rolls Out Dynamic Customer-Focused Brand Identity

AKRON, Ohio, June 17, 2011 /PRNewswire/ -- With a focus on its award-winning customer service, FirstMerit Corporation (Nasdaq: FMER) is introducing an exciting new brand campaign that celebrates the person the bank cares about most: You. On Monday, June 20, 2011, thanking the customer will be a part of every FirstMerit marketing message and customer interaction in all of its markets.

(Logo: http://photos.prnewswire.com/prnh/20110617/CL21897LOGO )

(Logo: http://photos.prnewswire.com/prnh/20070920/CLTU138LOGO )

"Our customer-focused brand strategy sums up everything we do and what we stand for at FirstMerit," says Paul Greig, FirstMerit chairman, president and CEO. "We offer a product set that equals anything available from larger national banks, but we deliver them with a local 'hometown' touch. This has been the backbone of our super community bank model and has served us well in good economic times and bad. We've been a source of financial strength throughout the recent economic downturn and our brand message makes it clear that our customers are the source of that strength."

FirstMerit conducted extensive research with employees, customers, non-customers and investors across its footprint. "The themes were overwhelmingly consistent: FirstMerit is viewed as having all of the product options available from the impersonal larger banks, but the delivery is local, high-touch and personal," says Greig. "The firm we hired to do the research said they've never seen such similar comments from so many different groups."

The brand will be a part of a comprehensive media strategy involving print and television advertising and sponsorships that kicks off on June 20. It also will lend itself to some fun special events and a FirstMerit frozen treats truck that will make appearances at community events throughout the company's markets.

The new brand is a logical extension of its accent on customer service. FirstMerit was recently recognized by J.D. Power and Associates as Highest in Customer Satisfaction with Retail Banking in the North Central Region in a Tie. "The J.D. Power and Associates ranking was a result of the customers who were surveyed and we are thankful for the honor they gave us," said Greig. "The brand is an exciting way for us to reinforce the message that we consistently work to earn customers' trust, serve their needs and help them reach their financial goals."

About FirstMerit

FirstMerit Corporation is a diversified financial services company headquartered in Akron, Ohio, with assets of $14.5 billion as of March 31, 2011 and 207 banking offices and 220 ATMs in Ohio, Western Pennsylvania and the Chicago area. FirstMerit Corporation provides a complete range of banking and other financial services to consumers and businesses through its core operations. FirstMerit ranked "Highest in Customer Satisfaction with Retail Banking in the North Central Region in a Tie" in the J.D. Power and Associates 2011 Retail Banking Satisfaction Study(SM). Principal wholly-owned subsidiaries include: FirstMerit Bank, N.A., FirstMerit Mortgage Corporation, FirstMerit Title Agency, Ltd., and FirstMerit Community Development Corporation.

FirstMerit Corporation
Media Contact: Rob Townsend
Phone: 330.384.7075
E-mail: [email protected]

SOURCE FirstMerit Corporation

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