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Jan Kastory Rafal Marciniak GE Capital, Bank BPH

Jan Kastory Rafal Marciniak GE Capital, Bank BPH. Retail bank in Poland. Simple and transparent products Corporate Social Responsibility. “ If a child in its first 1000 days does not have adequate nutrition, the damage is irreversible. Their brains and bodies will be stunted.”. INSIGHT.

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Jan Kastory Rafal Marciniak GE Capital, Bank BPH

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  1. Jan Kastory RafalMarciniak GE Capital, Bank BPH

  2. Retail bank in Poland Simple and transparent products Corporate Social Responsibility

  3. “If a child in its first 1000 days does not have adequate nutrition, the damage is irreversible. Their brains and bodies will be stunted.”

  4. INSIGHT Every mother is a lioness fighting to ensure the bright future of a child… …not only hers. Maternal instincts means empathy to other mothers struggle.

  5. ‘Lioness to Lioness’ new Payment Card & Junior Saving Account every card payment rounded up to full Euro more people joining higher the interest rate on Junior Saving Account added sum transferred to mothers via World Food Programme investment in a child

  6. cross-sale potential (to higher margin products) • new-to-bank customers • building brand awareness BPH BANK • Junior Saving Account’s higher interest rate • fulfilled empathy CUSTOMERS/DONATORS • attention generated in Poland • potential to expand ‘Zero Hunger’ initiatives in global GE brand • up to 300.000 €/ year donations WORLD FOOD PROGRAMME BENEFITS WIN – WIN – WIN WIN W I N WIN

  7. TONE OF VOICE Provocatively calling for FAIR action. Inspiringly for joining the global mothers collective. Proudly for representing Polish hospitality and being a “Polish Mother”. KEY MESSAGE You are a lioness. You are a responsible mother. You will ensure your child’s bright future... and some others.

  8. DELIVERABLES • NOW • Existing database direct mailing & online banking platform • Social media viral (i.e. each mother can share how many children she fed this month) • Group buying viral mechanism (mothers urging mothers to join the product to increase the interest rate) • Ambient and word of mouth communication • IN THE FUTURE • Potential to upgrade product to GE Capital global level using internal lobbying of GE Women’s Network, GE Volunteers and Health Ahead initiatives KEY PERFORMANCE INDICATORS 40.000 existing database 10.000 New to Bank 300.000 € donations/year 4 POS transactions /month on average TIMELINE Aug 14: concept approval Oct 14: system changes implementation Nov 14: start of communication creation Dec 14: round up mechanism testing Jan 15: product launch + 3 month campaign launch in social media BUDGET 40.000 € for IT changes 70.000 € for campaign

  9. TASKS FOR AGENCY to create communication strategy linking “Lioness for Lioness” and “Round up to ZERO. ZERO Hunger!”. to design a new product’s brand manual to propose direct mailing and online product communication template to build a member-gets-member platform for social media (Twitter & Facebook) to visualize growing interest rate ‘clock’ INSPIRATIONS

  10. Round up to ZERO! ZERO Hunger! 0,88€ = 4 meals 24,12€ 25,00€

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