Mission
- Exist for the benefit of our members and maintain our core values of transparency, fairness and security
Vision
- To be the UK’s leading savings provider
- A British mutual financial institution
- Owned by and run for the benefit of the 15 million members
- The largest building society in the world
- The second largest savings provider in the UK
- Net savings receipt up 67% to £1 billion
- High satisfaction (only 1.5% of banking complaints)
- Previous involvement in English Football – Sponsor of the English National team and the Football League.
Goals
- To be seen as the most secure savings provider in the UK
- Maintain our level of service to our members
- To increase the number of children saving with us
Most professional footballers have limited appeal – Joe Hart ticks the boxes in a wide range of categories and offers huge commercial benefits to a sponsor
Reliable
Dynamic
Aspirational
Successful
Role Model
Strong
Secure
Young
Respected
Global
Safe
Confident
Healthy
Devoted
Icon
- Joe Hart (19/04/1987)
- Position: goalkeeper
- Current club: Manchester City
- Recognised as England's first choice goalkeeper
- Achievements: Earning the Golden Glove award in 2010-11 and 2011-12 campaigns
Children aged 16 or under
Also the parents and guardians of these children
Parents want to give their children a helping hand when it comes to their future
Also important to target the children themselves. Parents want their children to have a healthy relationship with money and a good relationship with a bank they want to be a member of is a step towards this.
- Tax-efficient savings account aimed specifically at children
- First major savings providers to do a Smart Junior ISA
- 41,000 active accounts
- ranked NO.1 for savings accounts (Daily Telegraph)
- unlimited deposits up to the annual Junior ISA limit of £3600
- Also able to open a Smart Junior Savings Account with Nationwide which does not have an annual deposit limit
- Can be opened with £1 and AER of 0.75%
“To the children of the UK, Nationwide represents a secure, reliable and trustworthy way to grow their savings for the future”
Under 16’s – Especially Football Fans
- To be the best goalkeeper in the world
- 18 % of the population in the UK is 16 or under
- Over 30% of the UK watched England v Italy at Euro 2012
- 16 % of the UK watches any England Game
- If 16% of under 16s regularly watch England games then our target market is made up of 1.8 million kids
- Joe will also appeal to other fans of football in various age groups
- To continue to support charities and the development of youth sport
- To be someone children can look up to – A role model
“To the football community Joe Hart is a safe, strong, reliable and trustworthy role model”
A Sponsorship Opportunity Involving Joe Hart and Nationwide Building Society
- We are extremely happy with the relationship that has been built between Joe and Nationwide over this past year
- The marketing strategy put in place was effective and within the budget
- There is still a strong correlation between the image of Joe Hart and Nationwide – Security, Trustworthy, Reliable
- Overall an extremely successful year both on and off the pitch
National Advertising Campaign
- Sports specific programmes
- Facebook
- App ‘Saving with Joe’
- Youtube a/c
“Sponsorship is more than brand exposure, it’s an opportunity for brands to engage with consumers in authentic ways that highlight brand values and at the same time provide memorable experiences”
- Exceeded expectations for the year
- 50,000 Junior Cash ISA’s opened. 20,000 of which class the Joe Hart partnership as being a key factor in choosing Nationwide.10,000 more than initially predicted
- An average of £340 deposited per account. Slightly less than the £350 predicted
- £17 million deposited. Partnership responsible for £6.8 million, double what was expected
How We Calculated The Results
- Figures made available by Nationwide
- Short questionnaire to fill in when opening an account asking about the influence Joe had on them.
- Big Influence 40%
- Slight Influence 45%
- No Influence 15%
- Expect results to be down from this year
- Estimated that 35,000 accounts will be opened with an average of £350 deposited in each account
- This is due to the lack of a major tournament and a hangover effect from the success of the first year. Joe Hart will not be in the media as much so it is important to capitalise on the success immediately
- Heavy marketing now
- We aim to get Joe out to
clubs and schools more
now that the international
schedule is not so hectic.
- Performance during the World Cup
- Underestimation of target Market
- Overestimation of disposable income that could be saved
Internally
How do we connect with our employees?
Local Community
Competitions to win the chance to have Joe Hart at your school or club running a training session
- £1m for ambassador services for 4 years
- Additional £500,000 for activation strategy
- 4 year brand ambassadorial role
- Capitalise on our brand synergies
- Leverage LOYAL fan base for growth
- Establish long term profitable relationship
- Grow Junior Cash ISA portfolio
t
ROO
ROI
- Initial 2013/14 activation for campaign familiarisation
- Primary investment in 2014 season
- Review Sponsorship after World Cup
- Re- ignite refreshed campaign for 2015/16 season
- Enhance both our brand images in morally tarnished industries
- Provide security and trust to consumer
- Promote our brands as youth conscious
- To develop a lasting relationship with the sporting community
- 10,000 new junior accounts in 1st year
- Deposit average of £350 in 1st year
- Targeting £3.5 m in first year
- 15% increase in Major Championship uptake - Marketing investment
- £10-14 million return over 4 years