Suntrust Bank - Messaging Surrounding COVID-19
We provided the entirety of the information we found about how SunTrust Bank is communicating its messaging about COVID-19 in the research findings below. The communications we found from the company about such were included on its website and social media channels. References to SunTrust and Truist are used interchangeably herein because Truist Bank is the new company name resulting from the merger of SunTrust Bank & BB&T (though SunTrust still maintains its own brand).
Who the Communications Are Targeted Towards
- SunTrust's communications about COVID-19 are targeted towards its customers/clients, employees, the communities in which the company operates, and communities nationwide regarding its charitable initiative for COVID-19 called Truist Cares.
Who Is Sending the Communications
- Most of Truist Bank's communications about COVID-19 are sent on behalf of the company as a whole.
- One exception to that is this PDF from SunTrust's Investment Advisory Group (with the company's Director, Global Macro Strategist, Eylem Senyuz, named specifically within the document) about the pandemic, which was published on February 11, 2020.
What SunTrust Is Communicating
- One aspect of SunTrust's communications regarding COVID-19 is that the company is closely monitoring developments about the pandemic. As such, the company states that it's "in contact with the Centers for Disease Control and Prevention (CDC) and the World Health Organization" so that its decision-making about business operations is based on the most-recent guidance and information.
- SunTrust's communications emphasize a willingness from the company to help its customers who have been adversely impacted financially as a result of COVID-19. An example of that messaging is included in an Instagram post from the company with the caption "We're here to help."
- The new Truist Cares initiative is a focal point of the company's communications about COVID-19, as the initiative is focused on providing support to those in need as a result of the pandemic. Truist states that it has "pledge[d] . . . $25 million in philanthropic support [that] will provide aid for basic needs, medical supplies, and financial hardship across the nation."
- SunTrust is also communicating the steps it's taking to safeguard its employees' health. Some ways that the company is doing is by providing them with financial assistance and providing a paid time off option.
- SunTrust's messaging about COVID-19 also involves efforts the company is taking to safeguard the health of its clients/customers.
- The company is providing informative financial content to customers about how COVID-19 is impacting the financial markets. Another example of such is the previously mentioned PDF from the company's Investment Advisory Group about COVID-19, which mentions financial implications of the pandemic.
How SunTrust Is Communicating Its Messages
- SunTrust's website is one channel through which the company is communicating its messaging about COVID-19.
- On the website's landing page, there's a pop-up stating "Important Updates [-] Find out more about how we're responding to the coronavirus (COVID-19) situation . . . ."
- When site visitors click the aforementioned learn-more link, they are directed to a web page from Truist Bank dedicated solely to COVID-19 information, as it relates to the company's operations.
- SunTrust has used a PDF document as a vehicle through which to communicate its messages about COVID-19.
- Social media (Twitter and Facebook) is another channel through which SunTrust is communicating its COVID-19 messaging.