A savory brew of sales promotions, special services and technologies has helped turn Northern Trust into a major banking force in Florida, making it the state's third largest trust provider. But it's the bank's special blend of these three offerings that has made Northern Trust a winner.
An affiliate of Northern Trust Co. in Chicago, the Miami-based bank division, which only targets affluent clients for its private banking and trust and asset management services, has 23 facilities in Florida and plans to open another in the Doral area of Miami in June. "When we enter a new area, we try to project an image of Northern Trust as a bank of great quality and service," says Ray Marchman, svp and director of marketing. "We do advertising, and we do direct mail, but mainly we improvise opportunities to put our staff face-to-face with prospective clients."