Bankverein to Prontocredit
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The document outlines the rebranding of Bankverein to Prontocredit, detailing changes in management, corporate culture, and marketing strategies. It emphasizes maintaining relationships with existing clients while targeting new customer segments through various advertising channels, including social media and traditional media. The campaign aims to position the bank as a modern, service-oriented institution, and includes internal communication strategies to engage employees during the transition.
Bankverein to Prontocredit
- 1. BANKVEREIN to PRONTOCREDIT 1 Agency Rebranding issues General changes
- 2. Who are we? LIGHTHOUSE communication agency From Czech Republic Marek Kozel & Petr Machacek Contacts: marek.kozel@email.cz peeem.machacek@gmail.com
- 3. Summary of changes New CEO Design Corporate culture Keeping the old name
- 4. Online Bank We will launch it as a new brand We can profit from a large number of Bankverein ATM卒s We will offer an easy way to bank account as a low- end, low-price banking product
- 5. Online Banking www.reinbank.at The most portable bank in the world.
- 6. Claim: I enjoy life with Bankverein.
- 7. What do we want to tell? new Bankverein Prontocredit old Bankverein
- 8. Internal Employees Clients (old) Media External Clients (new) Public sphere
- 9. Our goals we want to become an employer, which is Internal trusted by its employees and partners we will build a feeling of being a part of the team we will get rid of the bureocracy, to become friendly institution, you are not External afraid of we want our clients to know, we are still their bank, even though we have changed
- 11. What do we want to do? Advertising campaign (will inform about major changes) Direct mail (to our clients)
- 12. Clients - general What do we want to tell? - Show, that we have turned into a world class, service oriented bank - Provide a personal advisor for every client, etc., make dealing with bank a positive act
- 13. Examples of external merchandise Desktop game (Mensch, 辰rgert sich nicht) for business-clients
- 14. Which kinds of media are we using? TV spots Print (in a targeted media) Outdoor (billboards, etc.) New media Facebook, Twitter
- 15. y看顎稼乙 adults Clients seniors companies
- 16. Clients - young Spot place: university, end of semester exam Students are studying for an exam, he has a friend (orange one) who helps him with learning. Commentary: A friend will never let you down, so do we! Print: Posters with the same theme and claim.
- 17. Clients - young Facebook: create a page and a fan group for Bankverein Student account Facebook: advertising banners, same topis as print Twitter: additional links and newsflashes for the Student account Events: Events for example like Gaudeamus Igitur in Czech republic.. More over the year
- 18. With Bankverein through college
- 19. Clients - adults Spot: Woman goes shopping, sha has a friend with, who helps her with her choices, she pays for the expenditures Commentary: I only go shopping with my friend, I only go shoping with my bank. Print: Same theme as spot. Twitter: linking to a targeted topics on the Bankverein websites
- 20. With Bankverein through every day
- 21. Clients - seniors Spot: Pensioners are on a holiday by the seaside. All of them are sad and tired, but the one with orange friend is happy and can allow himself even a run on a beach. Commentary: I enjoy life with my friend, I enjoy life with my bank. Print: Same theme as TV spot
- 22. With Bankverein for fullfilled life
- 23. Clients - companies Spot: A businessman needs a help with loading a crate with vegetables to his truck, his orange friend helps him. Claim: I trust my friend, I trust my bank. Print: Same theme.
- 24. Reinbank.at Spot: Man is taking his laptop always with, it has a texture of a building, he has it in every daily situation. At the end he says he takes his bank always with. Claim: The most portable bank in the world. Print: Laptop with a texture, with a claim Facebook: banners, interactive banners
- 25. Examples of external merchandise Gummi bears Stickers for clients
- 26. I enjoy life with Bankverein!
- 27. BANKVEREIN to PRONTOCREDIT 3 Dialogue groups Ideas for internal campaign
- 28. Dialogue groups Employees Clients Media
- 30. What do we want to do? Advertise changes in the company Make work to them funnier and more casual Build their level of identification with Bankverein
- 31. Internal - employees Prevent speculation Bring a new corporate culture Transparently inform about changes Clear personal responsibilities
- 32. How are we going to do it? Inform about changes berofe information apper in media internal meeting/conference for managers of our subsidiaries They will inform their subordinates Every employee will recieve a direct mail
- 33. Internal - employees Everyone called by theirs first name Casual fridays
- 34. Internal - employees Teambuilding activities Events for employees
- 35. Examples of events Party in occasion of launch of the new corporate design Most efficient worker will be gifted by small presents etc.
- 36. Internal - employees Positive motivation Special merchandising
- 37. Examples of internal merchandise Text in bubbles (hints eg. Buy someone a flower) Roll-dices for employees, also with hints Playfigures with employees name Open-space workplace
- 40. Client communication B2C Send them a direct mail, personal Inform them about the changes in the name of an old CEO Offer them a merchandise, but only if they come to see the new Bankverein office in their town
- 41. Clients B2C Maintain dialogue also with new media Use Facebook and Twitter Inform and make them interested New media campaign mainly for youngsters Plus event ideas from slide 59
- 42. Clients B2C Friend of the year poll Further advertising campaign To keep with our motto and ideas of friendship
- 43. Clients B2C Events photo booth/corner In shopping centres, railway stations, streets Make a photo with a friend, send the photos by email gathering of emails for further use
- 44. Clients B2C Cinema/theatre/football tickets Only for long-term clients To maintain loyalty
- 45. Clients B2C Facebook aplications Photomontages, with a friend somewhere Sending gifts Invitations making apps
- 46. Client communication B2B Direct mail to managers Invitation for a personal meeting and explanation
- 47. Client communication B2B We offer them innovated product portfolio a we add a new offer of advising products etc. We will send them also some of our new merchandise
- 49. Which media? Specialized media (economy magazines etc.) Classic media (newspaper) Graphic/Design media (magazines, webzines, etc)
- 50. Where and when we will inform them? At the occasion of introduction of new CD and CEO Press conference for invited, in a conference hall in hotel Afterwards, informa raut
- 51. What will we tell them?
- 52. Specialized media Inform about changes in management Offer them a look at old business results Introduce to them our new business plan Introduce our target
- 53. Classic media Tell about change Briefly inform about new plans More inform about new design, who did it etc. (the trivia) Interview with new CEO etc. As a result, our public image should improve, since peole know about us
- 54. Graphic/Design media Introduce them new corporate design Let them make an interview with designer Information how the new design reflects new heading of the bank
- 55. Some questions? Thanks for your attention.
- 56. Campaign harmonogram January February March April May June July August September October November December ADVERTISING FACEBOOK, TWITTER BLOG NEWSLETTER PHOTOCORNERS ONLINE BANK PRESS RELEASE 1 PRESS RELEASE 2 PRESS CONFERENCE INTERNAL CAMPAIGN FRIEND OF YEAR
- 57. Advertising harmonogram January February March April May June July August September October November December TV radio OOH on-line pritn ambient media direct mail
- 58. PROMOTION TV 9 000 000,00 print 230 000,00 OOH 120 000,00 radio 11 000,00 online 13 000,00 ambient 15 000,00 direct mail 20 000,00 SUMA 9 409 000,00 EVENTS 100 000,00 NEWSLETTER 80 000,00 PRESS CONFERENCE + MEIDA RELATIONS 30 000,00 MERCHANDISING 8 000,00 INTERNAL CHANGES 30 000,00 SPONZORING 100 000,00 PHOTOCORNERS 50 000,00 SUMA 9 807 000,00 HONORAR 12% 10 983 840,00 TAXES 20% 13 180 608,00 FINAL PRICE 13 180 608,00