Web site, both launched Tuesday, will help it at least double its on-line banking customers within six months.
The bank is aiming radio and print advertisements at existing customers in six target markets: Seattle, Portland, Ore., Salt Lake City, Denver, Cleveland, and Albany, N.Y.
"Those six markets are where we have a substantial presence, highest growth, and a strategy to build upon," said Patrick J. Swanick, president and chief executive officer of Key Electronic Services.
By targeting existing customers to reach its goal of at least 200,000 on- line users, KeyCorp is steering clear of the strategy typified by Bank One Corp.'s WingspanBank.com to attract a national base of Internet-savvy customers through a separately branded, branchless offering.
"Our main concern right now is to service our existing seven million customers," Mr. Swanick said, though Key is "evaluating the pros and cons" of direct institutions like Wingspan.
To kick off the campaign, 25,000 Key employees wore T-shirts proclaiming, "Did you Key.com Today?" The $80 billion-asset bank is also running Internet banner advertisements.
New Key.com features include the ability to transfer money between accounts in real time. In addition, Key's four delivery channels automated teller machines, call center, branches, and Internet are integrated in real time, Mr. Swanick said. Such integration ensures, for example, that money transferred to a checking account via the Internet is immediately available at an ATM.
Customers can also pay bills, put stop payments on checks, order copies of checks, and e-mail Key with questions. The TeleWeb Support Center in Seattle, which employs 75, can respond to e-mail inquiries in less than 10 hours. Key is also in a bill presentment pilot with Transpoint LLC.
Personalization software from Art Technology Group Inc. of Cambridge, Mass., creates a "My Key" page for customers, which gives them a personal greeting when they sign in and provides reminders of events such as birthdays or anniversaries.
The site also introduces Marketplace, a shopping mall with 25 merchants that use Microsoft Corp.'s Passport electronic wallet technology. Marketplace uses a search engine that presents price comparisons and information on product availability.
Through a secure link called KeyInvest, 401(k) investors enrolled in plans administered by Key can monitor accounts, change asset allocations, obtain investment information, and apply for a loan.
Other services include daily articles from TheStreet.com and Inc.Online, stock quotes, weather, mutual fund data, and advice on financial planning, investments, and education. Customers may also become members of Key Perks, an on-line rewards program that offers customers discounts on travel and entertainment tickets.
