BB&T is a bank founded in 1872 in North Carolina with 1,400 branches in 11 states.
BB&T had a Hispanic client base of scarcely 0.5 % in contrast with the 15 % Hispanic population of North Carolina.
A Community Outreach program was created called “Bibi’s Best Advice in your Ear, ” that consisted of audio cassettes with valuable information about the US way of life. The tapes were distributed at Hispanic community events. Press releases and radio spots were also produced to support the program.
BB&T’s Hispanic client base increased from 0.5% to 8% after only one year.