Transcript Document
Thank You • To Welsh Government for taking the significant step of investing in initiatives which “enable” a stronger Welsh Credit Union community. Undertaking marketing on this scale would have been impossible without assistance. • The £1.2m investment programme has allowed us to seek out ways to partner more productively, examine alternative infrastructure and to look at new product opportunities. • To all of you that actively participated in the marketing programme – You have helped created lasting legacy and a strong case for additional investment. Why is it important? • The number of people excluded from mainstream borrowing is now over *12m. • Not just people on benefits but those that have survived recession, changed job, missed credit commitments, max’d a couple of credit cards and now getting back on their feet. • Restricted choice means you are vulnerable and that can rapidly evolve into financial EXPLOITATION. • In Wales only a little over 2% of people use a Credit Union. • We needed to go back to basics… Start telling more people what a Credit Union is and why we were different from other lenders. *Provident Financial Group The All Wales Marketing Campaign Multimedia Activity Television & Radio Advertising • TV - 1.4m adults viewed once & 700K saw it 4 or more times • Radio - 2.4m adult listened 3 or more times Activity Outdoor Advertising • • • • 2 x 96 sheets 63 x 48 sheets 6 x Backlight 48 Sheets 7 x HD48 Sheets • Seen 10.7m times Activity Outdoor Advertising Streetliners – Typically 4 opportunities to see & an estimated 4.7m impacts Activity Press Advertising Press Activity PR • • • • 63 articles Print & on-line 59 Broadcast items 4 Value: £680,000 • Reach: 38m+ Activity Mailing Materials & Posters (A2, A3 & A5) 270,000 leaflets distributed throughout Wales Activity Roadshows • 3 venues (Swansea, Cardiff x 2 and Wrexham) • Generated 830 plus entries segmented by local authority area • Contacted each about campaign, identified opportunities to support and provided with materials • 1,665 posters • 19,682 leaflets • 11,000 balloons, pens, beach balls, etc. Activity Credit Unions of Wales - Website Almost 6,000 referrals generated Activity Social Media Highlights Increase in activity (15th May - 31st June) Performance Wales Omnibus Survey Mar 2014 - June 2014 • Unprompted awareness of credit union advertising has increased from 31% to 43%. • The highest recall was amongst the female, 55-64, C2DE audience, in the Mid/West and North Wales areas. • Biggest increases by region came in Mid /West Wales, amongst the male audience and the age range of 25-34. • Social classes ABC1 and C2DE both showed an increase in awareness (around 7%). • Invested in creative and made a good start. Legacy • Credit Unions of Wales - Working together for the common good regardless of trade affiliation • Image library of all campaign materials with brand and PR press release guidelines (USB memory stick) • A new “All Wales” refreshed branding • A foundation for marketing collaborative working – sharing costs and production • All Wales Website • TV & Radio advertisement (subtitled) • One fat orange squirrel suit • Campaign images (12 months) • Animated information film (due for release ME July) • A strong platform for future investment Any questions?