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A Brief Overview

Mission, Vision & Goals

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

Image

Introduction

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

Target Market

Smart Junior ISA

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

Positioning Statement

  • 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”

Objectives

Target Market

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

Positioning Statement

  • 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

What Are We Going To Do?

Activation

Review: One Year On

Results 2013/2014

  • 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

  • Television

  • Sports specific programmes

  • Print

  • Social Media

- 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

Questions?

How We Calculated The Results

The Future

  • 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%

Reasons for the Results

  • 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.

  • Euro 2016
  • Expansion?

What Are We Going To Do?

  • 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?

Joe at FC Urmston

  • Tickets
  • ‘Hart Transplant’

Within Branches

  • ‘Nationwide’ tour

  • Collectables

  • Cardboard cut-outs

  • Leaflets, posters

Local Community

Competitions to win the chance to have Joe Hart at your school or club running a training session

Brand Ambassador

Investment

  • £1.5m over 4 years

  • £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

ROI and ROO

Return Time

ROO

ROI

  • Minimum 2 years

  • 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
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