CASE STUDY
Communiqué
empowers
B R O A D W AY B A N K
T O C R E AT E C U S T O M I Z E D ,
V I S U A L LY- E N G A G I N G S TAT E M E N T S
Q U I C K LY A N D E A S I LY
doing things
D I F F E R E N T LY

Established in 1941, Broadway Bank—along with its military
division, Eisenhower Bank—is the largest independent bank
in San Antonio and the Hill Country region of Central Texas,
with $2.0 billion in assets and 38 neighborhood banking centers.
Executive Summary
As an independent bank, Broadway Bank can do things a
little differently—like quickly responding to the needs of its
customers, making local decisions and delivering a level of
service that makes a difference to customers. Broadway Bank
is also dedicated to the communities where it operates using
deposit dollars to build customers’ homes, fund their businesses
and finance their dreams.

With its strong focus on delivering exceptional customer service,
Broadway Bank was in need of a solution to enhance the visual
appeal of its customer statements and notices. When the
bank switched core processing providers, it could only
produce statements in a bland, generic ASCII text file format
that was unbranded and did not meet the bank’s high standards
for quality deliverables to their customers.

Loan statements could only be provided in an
unbranded, bland ASCII text format
In an effort to correct this, the bank was forced to obtain
a separate document solution recommended by their core
provider. However, this solution was limited and could only
address the deposit statements—not deposit notices—nor
any loan documents. So while the bank’s deposit statements
featured graphics and reflected the Broadway and Eisenhower
Bank brands, the loan statements remained generic,
unattractive and impersonal. For a bank with such a high
level of customer commitment, this was unacceptable.
SOLUTION: Optria Communiqué
But Broadway Bank was about to find a solution that not only
would improve the look of its statements and notices, but
also would significantly increase the overall efficiency of its
customer communications processes.
seeking a
CO M P LE TE S O LU T I O N
It was at that point that Broadway Bank turned to Optria
for a more robust, efficient solution for all its customer
statements and notices. According to Tom Llewellyn, the
bank’s Executive Vice President and Chief Information
Officer, the institution implemented Optria Communiqué
for loan statements and notices in 2006 and then converted
its deposit statements in 2007.
“We initially brought Optria in to solve the lending statement and
notices issue, but once we realized the capabilities of the system,
we knew we wanted to migrate all of our documents including
deposit statements to Optria Communiqué,” Llewellyn said.
HEADQUARTERS : San Antonio, Texas
ASSET SIZE: $2.0 billion

KEY CHALLENGES:

Inability to generate branded, visually-appealing
statements and notices for both deposits and
loans through a single solution

Could not customize communications or add any other information beyond what was available in the statement file, resulting in the need for
multiple mailings and costly inserts


RESULTS:

All deposit and loan statements and notices now produced through a single solution provider 
Flexibility to easily access data from multiple sources and create customized statements at the individual customer and account levels

Ability to incorporate multiple messages into a single document; any information residing in the core system or across the bank’s enterprise can
be accessed to create consolidated, efficient, personalized customer communications

Reduced statement production cycle by an estimated 75%

CLIENT STATEMENT:
“We initially brought Optria in to solve the lending
statement and notices issue, but once we realized
the capabilities of the system, we knew we wanted
to migrate all of our documents including deposit
statements to Optria Communiqué. We have recently
expanded our relationship with Optria, adding Optria
iStatements to provide a powerful, interactive online
customer communication alternative to paper.”
TOM LLEWELLYN
Executive Vice President
and Chief Information Officer
BROADWAY BANK
flexible,
C U S TO M I Z A B LE S O LU T I O N S
reduced costs
AND PRODUCTION TIME
Optria Communiqué has enabled Broadway Bank to add much
more information to customer statements. With the previous
system, the bank was strictly limited to data generated from
the statement extract file for deposits only.
Optria Communiqué has delivered significant cost savings to
Broadway Bank. The system’s efficiency has dramatically cut the
bank’s statement production cycle by an estimated 75%. And
time is critical when you’re printing statements in-house.
“Any information or data that you can get from the core
system, you can put on the statement or notice,” said D’Layne
Rhynsburger, Broadway Bank Senior Vice President. “We can let
customers know how much interest they paid on their loan, for
example. We were not able to do that before,” she said.
“In addition to all the visual enhancements, Optria Communiqué
has significantly improved our processing time,” Rhynsburger
said. “It takes our statement production staff less time to
print, produce and stuff the statements and notices than
our previous system.”
According to Llewellyn, another important feature of Optria
Communiqué is the ability to access data from multiple
sources and incorporate directly into the statements.
“The Optria solution is very flexible and robust,” said Llewellyn.
“You can pretty much build a custom statement at an individual
level. For instance, if we wanted to pull customer analytics
out of a marketing database to promote a special offer to a
particular customer, we’d be able to easily do that. The fact
that you can pull from multiple data sources to build a
statement is pretty powerful.”
“In addition to
all the visual
enhancements,
Optria Communiqué
has significantly
improved our
processing time.”

D’LAYNE RHYNSBURGER
Senior Vice President
BROADWAY BANK
Llewellyn is impressed by how
easy the system is to use, which
helps improve staff productivity.
“The administration tools for
creating customized statements
are definitely a lot more user
friendly than our previous
statement provider.”
With this functionality, Broadway Bank can choose to incorporate
any information they want onto the statement, eliminating
the need for costly inserts and multiple mailings.
“For example, instead of stuffing separate statement inserts,
we have the ability to build the marketing messages into the
statements themselves,” said Llewellyn.
targeted
CORRESPONDENCE
The ability to combine multiple informational messages into
one correspondence has saved Broadway Bank an enormous
amount of time and money, and has eliminated many manual
tasks. This was a particular advantage for the bank’s military
division, Eisenhower Bank, which serves Armed Forces
personnel worldwide. Eisenhower Bank is frequently required
to send special notices, such as those associated with the
Service Members Civil Relief Act, to this niche customer base.
“Optria Communiqué allowed us to include regulatory language
on past due notices, eliminating the need to send out separate
correspondence using a manual process,” Rhynsburger said.
For deposit customers, Rhynsburger said, the bank has also
started using the system for other account correspondence,
like overdraft notices, and is planning to expand into other
areas such as CD maturity notices.
Plus, because Optria Communiqué
can generate graphically-enhanced
documents and offers extensive
customization capabilities,
the bank does not have to rely
on pre-printed forms. “We print
all loan notices on plain paper,
which has resulted in further
savings,” said Rhynsburger.
ongoing

PA R T N E R S H I P
Broadway Bank’s satisfaction with Optria and Optria Communiqué’s
printing solution has led them to expand their relationship
with Optria, licensing Optria iStatements for interactive
electronic document delivery. Their customers will be able to
receive very personalized, customized statements, notices
and documents via print or electronic delivery, their choice.
“With the depth and breadth of capabilities within Optria
Communiqué, combined with Optria iStatements, we are well
positioned to conduct one-to-one marketing, as well as create
one-to-one custom statements. We are also looking at affinity
branded statements. This would enable us to develop a custom
format for groups of like businesses, such as CPAs for example, or
develop college-branded statements. The capabilities are here. We
are laying the foundation now to do these,” Llewellyn concluded.
Rhynsburger concluded, “Optria has continued to be very responsive
to Broadway’s needs through their innovative solutions.”
T H E P OW E R BEHIND GREAT CUSTOMER COMMUNICATIONS
Optria, LLC provides customer communications management software exclusively for the financial
industry. Our Customer Communications Management Suite—consisting of Optria Communiqué, Optria
iStatements and Optria Kinetique—enables banks and credit unions to easily create relevant, branded
printed and electronic communications and marketing campaigns, as well as provide customers and
staff with account alert capabilities for dynamic, personalized communications with every customer.
Optria’s solutions are proven to increase productivity, reduce costs, increase revenue and help financial
institutions create a greener environment.
195 International Parkway  Suite 301  Lake Mary, Florida 32746  Phone: +1 407.804.6001  www.optria.com
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