4The HSBC Brand: Strengths and Weaknesses in Scotland Further resources for information – get that list from everyoneStudent product – we want to emphasizeBusiness serviceResearch on upper lelve student income -Invesmtnet policies and stuffHow to reach students: link nri proposition – weMake clear that we are trying to reach international, high-income students – that will have a different targeting strategy. If we do target intenrational students , we will need to implement preimier strategyWhen students leave Scotland and go hoem, they should swtich to HSBC – that’s a relaly good point why to target studentsYou were your bank bailed outHsbc is scotland createdYour business is connected, why isnt your bankBusinesses that do fit into our key range –Direct advertising, send them a package – mattCase competition - mattLook at where to put the banks - someoneServicescapes – mattAdd in finance slide.HSBC has locations in London, Dublin, Paris, etc.
5“HSBC is the star of banking… just no one knows it” Consumer Insight:“HSBC is the star of banking… just no one knows it”
6Questions to Consider How to attract new customers? What can we do for businesses?How can we communicate our strengths?How can we cross-accquire customers?How do we better position global connectivity?
8The STAR’S StrategyStudentsTravellersAdvertisingRecruitmentSocial MediaThe Star’s strategy is relevant because it allows for bottoms-up access: The bank will reach out to all levels of consumer and business that might be investing in HSBC – Even when students graduate and move on they will be tethered to HSBC – because they have been given real benefits while a student customer.
9The STAR’S Strategy Students Travellers Advertising Recruitment Social MediaNew CustomersBusinessesCommunicationCross and UpsellingGlobal Connectivity
10The STAR’S Strategy Students Travellers Advertising Recruitment Social MediaMortgage AccquisitionsInternational BusinessInternational InvestmentAttaining DepositsBetter Value and Happier Retained Customers
11Why Students?Students can bring the money home, and the bank, home with them.
15Advertising Campaign HSBC to Consumer Marketing Strategy Direct MarketingPresence and PrintPublic Relations and Community Integration
16Direct Marketing Tongue-in-Cheek Tone Specific Pillared/Segmented AdvertisementsPromotion of Prestige and Connectivity
17High Street Billboards Presence and PrintTaxi-PromotionCar-city connectionInexpensive, mobile, “buzz”-worthyHigh Street BillboardsEstablish wealth associationEnables highly-competitive market for differentiationAirport RoutesExtend on existing campaignFollow-through
18Public Relations and Community Integration Scottish Celebratory Holidays (Guy Fawkes, Hogmenny)Inter-University Case CompetitionsHoliday-Pull (Bradesco)International Connectivity (Olympics)
21Why “Recruitment” B2B Strategy Engage in collaborating with independent financial advisors – new branches will access new office space for them.Headhunting strategySocial media developer (link business and consumers/students)
22Who Are We Recruiting? B2B Strategy Engage in collaborating with independent financial advisors – new branches will access new office space for them.Headhunting strategySocial media developer (link business and consumers/students)