Presentation on theme: "The program of promotion of image and services of the Raiffeisen Bank for business community."— Presentation transcript:
The program of promotion of image and services of the Raiffeisen Bank for business community
Current situation Facts: The Raiffeisen Banks office in Russia has full spectrum of b2b services, which provide conditions for competition with all national banks in the country. Image and reputation of the Bank gives an opportunity for cooperation with large corporate clients and major government-owned companies. Significant contribution of the Raiffeisen Bank in worlds economy can provide a basis for promotion of experts opinions about trends and prospects of macroeconomic situation. Insignificant aftermaths of recent economic crisis for the bank provide confirmation of its prominent reliability. Conclusion: There is necessity for large-scale promotion of the Banks services for corporate clients on the basis of current worldwide image. An experts viewpoint of the Banks management should be represented in mass media and brought to the business community during field activities.
Goal and objectives Goal: To create and support positive image of the Bank and its services for corporate clients in business community. Objectives: To promote services for corporate clients. To create and support experts opinion in mass media for business-field community. To specify the Banks successful history of activities in Russian Federation. To popularize Banks experience of work during the economic crisis, emphasize Banks methods of making losses minimal. Support positive image of the Bank in general, using b2b communications.
Audiences Target audiences: CEOs, top-management (decision-making personnel in sphere of corporate finances) and financial departments of: Small and middle-scale companies and business structures. Large-scale companies, including transnational, that have offices in Russia. State-owned companies. Experts in banking sector of the economy. Propulsive audiences: Experts and opinion leaders. Journalists and staff-writers of leading business, social and political newspapers and magazines. Members of business of national commonwealths.
Ways for communications Services: Federal business, social and political newspapers and magazines. Business TV and radio programs and talk-shows. New media services: blogs and forums for finances and banking. Conferences and workshops for financial services of companies. Image: Expert opinions of staff of the Bank for problem articles in press. Comments about trends on stock markets. Taking part in conferences and meetings considering problems of banking sector. Creation and supporting banks or its CEO own blog to describe economy processes.
Key messages Services: There are two main lines of messages to promote corporate services of the Bank. – First is for solutions for corporate finances such as: loans, billings, money orders, corporate banking and other. Message-1: Raiffeisen Bank - a strong partner for your business. Services for employees and staff are the second line. Message-2: Raiffeisen Bank in interests of your employees. Image: Three main lines should support B2B image of the Bank. Message – 1: Raiffeisen Bank – an expert in financial sphere. Message – 2: Raiffeisen Bank – stock markets experts are here! Message – 3: Crisis: we know how come through…
Raiffeisen Bank - a strong partner Raiffeisen Bank - a strong partner for your business. Supporting ideas: Best loans conditions. Fastest money transferring period. Responsible bank for your corporate accounts. Europe standarts in corporate banking. + Ways for communication: Advertorials in business mass media. Comments in problem articles in federal press. Advertising materials in Web Promo-events. Formation and support for being kept informed for TA about services and its conditions and operating benefits. =
Raiffeisen Bank: in interests of your employees Raiffeisen Bank in interests of your employees. Supporting ideas: Salaries programs. Large overdraft period. Best percents to accounts of members of salaries programs. Highest standarts of service for all clients. + Ways for communication: Comments in problem articles in federal press. Articles in specialized newspapers and magazines. Promotion on interactive services of Web Promo-events. Stimulate any-scale businesses to apply salaries programs of the Bank and so co-promote B2C services. =
Raiffeisen Bank: experts in finance sphere Raiffeisen Bank: experts in finance sphere. – united promotion line for an experts image of the bank Supporting ideas: An expert in financial sphere. Stock markets experts are here. Crisis: we know how come through. Highest standarts of service for all clients. + Ways for communication: Comments in problem articles in federal press, radio and business TV. Articles in specialized newspapers and magazines. Promotion on interactive services of Web Promo-events. Creation and promotion an experts image of the banks top-management. =
Quantum index of the campaign In mass media (per month, only PR-support, without advertorials): not less than 2 TV programs (or interview), not less than 2 radio programs, not less than 6 articles in federal press, not less than 25 articles and news in Web. In new media: not less than 50 posts in blogs and forums.
Budget of the campaign Part of the campaign:Including:Price without taxes: Pr-support program Writing (no more than 7000 printed characters) Mass media communications New media promotion Events not including overhead charges Analytics (mass and new media) 240 000 RUR Advertorials and web advert. TBD Promo-materials Banners Letters Lifletts TBD TotalIncluding taxes283 200 RUR