JPMorganChase annually communicates its business goals to employees in a strategy document called the “roadmap.” A key goal for 2003 was cross-selling the services of the bank’s five units to its major clients.

CooperKatz developed an internal communications campaign for the Private Banking division, designed to educate its employs about the firm’s other service units so that they could better understand and sell JPMorgan Chase’s total capabilities.

Linking the campaign to the “roadmap,” Cooper Katz created The Roadmap Rally, a five-week contest in which teams of employees vied against each other for prizes by answering a series of quizzes about the bank’s “landscape” of services. To engage contestants in a fun, competitive way, CooperKatz designed a clever poster, which positioned each of the bank’s service units as a checkpoint on a rally map. For example, the route included “Investment Bank Canyon,” “Treasury and Securities Seacoast” and “Financial Services Village.”

Over 100 teams (over 800 employees) from around the world participated in the spirited rally, which senior Private Banking executives claimed was the division’s largest, most successful employee education/motivation program in memory.