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New positioning in a niche market
Definition of storyline and key messages
Linking presence and image
Media presentation
Standing out from the crowd
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The key to launching a new specialist bank in a difficult competitive environment lay in successfully conveying its strengths. The management brought in CNC to communicate the defining qualities of the new bank and its 's service portfolio during its start-up phase.
CNC met with the client to define the communications objectives for the start-up phase and to develop a story line and key messages for the initial press conferences. Once the bank's entry into the market had been announced, the company needed to be given a high-quality image. The uniqueness of the bank and the benefits which it offered customers were highlighted in the business and trade media. In the follow-up campaign, CNC packaged the strengths of the bank in a way which permitted less business-focused media to present the USP of the bank in a simple and convincing manner.
Even during the start-up phase, the bank was able to position itself alongside key players, and exceeded its initial objectives by a considerable margin.
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