Beyond media ads, however, many internal teams worked to prepare the full switchover, going back at least seven months before the final name change announcement. The company had plenty to accomplish.
“You have to switch over all your digital experiences. You have to switch over all your in-process communications, your transactional communications, your mortgage documents, emails,” Hadiaris said.
Even the on-hold messages needed updating.
When it came time to officially change the name, the company was ready.
“I’ve been here 28 years, so I’ve been through all the transitions that we’ve had in that time,” Hadiaris said. “Because of the preparation of our team, usually ‘day-of’ events are pretty uneventful … there’s months of planning and everything happens the way it is supposed to.”