Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 1
Actively engaging the entrepreneur -
join2grow.biz
Catherine Ossemerct, Media-channels manager
Communications Fortis Merchant & Private Banking

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 2
Marketing communications evolution
1990 1995 2000
Advertising-led Through-the-line Media-neutral
Central idea
ATL and BTL
USP’s
Channel selection
badged the same
based on merit
… still advertising
focussed
Source: MEC London

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 3
A new stage of marketing
Interrupting and grabbing the attention of audiences is
increasingly challenging … while new opportunities present
themselves to interact with consumers on their terms
Brands need to consider how to participate in media
rather than simply impose themselves upon it
Understanding action and creating action is everything
The first step towards action is engagement

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 4
Connecting with consumers…
A paradox
There has never been more communication disciplines & channels
available… but it has never been harder to connect with consumers.
Channels
Disciplines
• TV
• Advertising
• iTV
• Sponsoring
• Print
• Public Relations
• Radio
• Promotions • Poster
• Couponing • Cinema
• Micro marketing • Online
• One-to-one/ dialogue • Events
•
• Guerilla Point of Sale
• Ambient
• Programming
• Mobile
• Platforming
• Word-of-Mouth
• Branded Content
• Games
• Search marketing
Call for communications planning

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Continuous partial attention
“A state in which most of one's
attention is on a primary task,
but where one is also monitoring
several background tasks
just in case something more
important or interesting comes up.
Also: CPA”*
*definition from Wordspy.com
Source: MEC Medialab Engaging the CEO research

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Consumers have taken control
Now
Then
Passively Actively
Viewing Using
Listening Trialling
Reading Experiencing
Passing Playing
Absorbing Engaging

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Communication trends
– Sociability and interaction
with friends is an intrinsic
part of everyday life
– Sharing our experiences and
discussing new crazes gives
us an appetite for life
– The internet and other information and communication
technologies has allowed for the creation of on-line virtual
communities which both individuals and huge corporations
have embraced

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Actively engaged consumers: more valuable
A consumer who is more actively engaged by a commercial message
will:
– Pay more attention
– Be more likely to respond and act
– Enter an ongoing dialogue
– Share information
– Tell friends
– Spend more per visit
– Stay loyal
Consumers actively Relevant awareness,
engaged with deeper relationships
clients’ brands and stronger sales

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A step-change transformation
1990 1995 2000 2006
Advertising-led Through-the-line Media-neutral Active Engagement
ATL and BTL Central idea Communications
USP’s
badged the same platform
Channel selection
… still advertising-
based on merit Channel mix to
focussed
facilitate interaction
and engagement

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Active Engagement drives communication
on all levels
Strategies that weave connection points and content
together to actively engage consumers
Advertising
PR
Direct
Sponsorship
Paid media Web Events Retail Mobile
Inspired and organised around a big idea or platform

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We believe in the power of harnessing word
of mouth (WOM)
67% of US consumer
60% of European
goods purchases are
consumers are influenced
now influenced by
to buy a new brand by
WOM…
family and friends…
Target those most likely to
transmit positive word of mouth
Source: Kotler (2000)
Source: MEC Medialab Word of Mouth Where’s Debbie? Research

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 12
The role of networks for entrepreneurs
– Entrepreneurs may be the captain of the ship, but they still
need contact with others = the importance of networks
– “The most useful information I get comes from the
network of entrepreneurs I am part of”
– “It is reassuring to work with someone who is known,
who you’ve heard about”
– Implication: their bank must also be part of these
networks. If they cannot move in these circles, how can
they be a partner?
Source: MEC Medialab entrepreneurial spirit - Fortis Research

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Implications for Fortis
– Get consumers involved in the brand, create content for
them, based on the brand’s core principles
– Establishing dialogue
– Getting them engaged
– Finding out what they think
– Building a community
– This is always about creating something new
– A community
– An event
– A media channel
– Digital interactive channels are brilliant tools to drive this
kind of communication

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Enterprise and Entrepreneur (E&E) business
case
Our clients expect Fortis to be their trusted partner in the key
moments of their life as manager, shareholder and private
individual:
– I want to expand my business Shareholder
– I want to manage changes in
Entrepreneur
my private life/environment
Manager
– I want to find a balance
between my professional and
private assets Private
individual
– I want to transfer my business

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360 °mix Enterprise and Entrepreneur
5 country focus
Survey breakfastmeetings
International
country Commercial events
brochure
focus
Survey
international
E&E
brochure
corner on
Inform & Support
MPB sites
organize sales Brochures
Intranet
sites
Enterprise
and
Pan-
Internat.
entrepreneur
European
press
media with Advertising briefing
focus on campaign
Strenghten
Consolidate
the 6 E&E
countries Local press
brand
exploitation
relation
Banners about
45 articles published
Survey and Internet
join2grow.biz bannering Internat.
sponsoring
Magazines
join2grow
Articles published in Quarterly
and Fortis Tribune Breakfast
meetings…

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Join2grow.biz: site sections
Entrepreneur
Magazine
Comments – video interview with
successful
– Read other
entrepreneur
members
– Focus on community
comments
member
– Write own
– short articles on
comment on
business, lifestyle,
article or survey
travel…
results
– Comment possibility
Entrepreneur
Home page
survey
– Promotion Entrepreneur
– info about all
Survey
Fortis Survey
– Presenting Entrepreneur
2007 results
Magazine
– comment
– Presenting Entrepreneur
possibility
community: most
popular interests, most
active members
– Login to site

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Join2grow.biz: starting principles
– Target group
– entrepreneurs active in Europe, wealthy owners of private-owned companies.
– Focus on 6 E&E countries: Benelux, France, Spain, Italy.
– Objectives
– create both an image tool and a marketing tool supporting MPB Business
– create on-line platform for European entrepreneurs to form a community where they can
interact and exchange ideas with visitors with similar life goals, ambitions and dreams.
– Create a communication platform where entrepreneurs can collect and compare the results of the
European entrepreneur survey launched on 31/01/07
– generate qualified leads once the coordinates of the community members have been collected,
which can be used in targeted marketing campaigns as well as profiling and consumer insights
– an innovative internet concept (image tool) that coincides very well with the Fortis ‘image to
‘getting you there’.
– no push of the Fortis image, positioning or service offering (no ‘cannibalism’ with other Fortis
sites
– Timing
– launch January 31st 2007
– maintenance throughout 2007 – further improvements in scope for Q3 2007

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Web 2.0- Actively engaging the entrepreneur
– Join2grow provides a platform where entrepreneurs can interact and
exchange ideas with like-minded people.
– It is also a place of opportunity, where entrepreneurs can discover and
make contact with potential partners and collaborators throughout
Europe.
– Visitors are invited to participate in an ongoing discussion, about the
results of the E&E Survey and other topics of interest, by posting
comments and questions for further discussion.
– The site provides a forum where entrepreneurs can reach out to the
entire online community of European entrepreneurs, or connect on a
one-to-one basis with their peers.
– Web 2.0 features: Multiple RSS feeds, tagging, social book marking
facilities, commenting, networking, flash

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Join2grow.biz: general performance (per 25/05)
Achieved Target Comment
Visits
Total number visits (since launch) 59.735
remained above 500 since March
Current average visits per day 530
Average duration increased throughout
Average visit duration 00:06:21
campaign
Visitors
Total number visitors 53.027 41.250 target achieved before end of campaign!
Total number returning visitors 12.933
Return ratio (returning/total visitors) 24,39% Rate increased throughout campaign, normally
only this high after a longer period
Members
Total number members 1.688 400 422% of target achieved!
Registration ratio (members/total visitors) 3,18% High registration level throughout campaign
(normally sites know a 1% interaction level)
Total number posting members 313 200 156% target achieved
Activity ratio (posting/total members) 18,54% 50% Ratio not as targeted, members should be more
stimulated to participate (= phase 2)
Page views
Total number page views (since launch) 228.178
Current average page views per day 2.019

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 20
Evaluation network profile (per 25/05)
– Country origin: initially targeted countries take up only 60%
– Benelux = 44% of total members
– France (10%) and UK (12%) well represented
– Spain (6%) and Italy (5%) reasonably represented
– Total European members outside E&E countries = 15%
– Other members residence: Turkey, Africa, Middle-East, US, South-America, Asia,
Russia, Australia
– Age: the site seems to attract the right age profile
– 60% is between 30 to 50, the professionally most active age,
– Less than 8% is above 50 years old
– Young professionals (under 30 years) make up over 30% of all site members,
indicating that starting professionals are also interested in joining the site.
– Gender: the balance between male and female is improving slowly but still a big
difference
– female = 8,4%
– male = 91,6%

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 21
Join2grow campaign: 360o implementation
Inform & organize Support action
– Intranet – Direct mailing E-files
– Client brochure Fortis Survey 2007 – Commercial brochures
– Press brochure Fortis Survey 2007
join2grow.biz
Strenghten relation
Consolidate brand experience
Press
– Advertising campaign
– Press conference 31/1 F.Dierckx
– Print media from Feb.2 until April 23th
– Press release FGBA 16/02/07
– Online media from Feb 15 until April 27th
– Local press coverage (print + online)
– External magazines :
from 16/02 until end of Feb
– Internet Events :
– Banners J2G since January 29th on: Fortis.com – Mini-CD with guided tour around the site: distributed on
/ fortis.be / fortisbusiness.com / press conference Filip Dierckx (31 January) + EBS
fortis.privatebanking.com (15&16 March)
– Mint packs: used in RSCA Stadium + BC's in Belgium,
Netherlands, France, Luxemburg, Spain, Italy / used on
MPB global events: Tefaf / EBS / MPB Convention

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Market it: advertising campaign
Leverage on creative concept of E&E media campaign: “Fortis helps
you realize, faster, your professional and private ambitions”
Media plan:
– 4 ad themes
– Pan-European media with
focus on the 6 E&E
countries
– Weeklies: Time / Fortune
– Monthlies: Euromoney,
Harvard Business
Review, National
Geographic, CFO
Europe, The Banker,
Institutional Investor,
Bloomberg Markets

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Join2grow media plan
Promote the new network for entrepreneurs through teasing ads with
questions related to the Fortis Survey 2007
Media: - Print:
- 2 dailies: Wall Street Journal + Financial Times
- 2 weeklies: Economist + Newsweek
- Online:
- Pan-European online media: specific international economic and financial internet sites towards
the entrepreneur
- Local online media: economic and financial sites in Belgium / France / Netherlands / Italy / Spain
- Vibrant media: key word triggered banner campaign on local sites in Belgium / France / the
Netherlands / Italy / Spain
- Google search: key word triggered copy with link on local Google sites
- Print: from mid January until end of May
Timing:
- Pan-European online & vibrant media: from February 12th until April 27th
- Local online media: from February 16th until April 27th
- Google search: from mid February until end of May
Language - Print, Pan-European online & vibrant media: English only
- Local online media & Google search: local languages

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Join2grow online banners: examples
Leader board – theme Company transfer
Screen 1 - a
Screen 1 - b
Screen 1 - c
Screen 2
Screen 3

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Join2grow online banners: examples
MPU – theme Company value
Screen 2
Screen 3
Screen 1 - a
Screen 1 - b
Screen 1 - c

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Join2grow online banners: examples
Vibrant media brand box – theme Company value (FR)

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Performance J2G online media campaign
(per 8/05, end date of campaign)
– Total number of clicks on banners: 40.477 - 278% of target (14.559) delivered
– Clicks per thousand (CTR):
– Total average: 0,17% - remained above target of 0,12% throughout campaign
– Individual differences in CTR performance:
– Above average CTR : ES vibrant media, FR sites & vibrant media, BE sites
– Above target CTR: IT sites & vibrant media, LU, BE vibrant media, NL sites and pan-regional sites
– Under target CTR: ES sites
– Impressions delivered:
– 25.324.794 impressions delivered - 93,7% of the total impressions bought has been delivered
– Performance
– 28.562 visits to the site through the online campaign (= +/- 60% of total site visits)
– 630 people have connected via the online campaign (= +/- 40% of total nr of members)
– Click through behaviour (round figures): after landing on the site through an online banner, visitors go
to:
– home page: 12.550 actions
– magazine: 6.880 actions
– network: 3.220 actions
– login: 2.900 actions
– Survey: 2.390 actions

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Summary
Statistics show the site to be a major success!
– Achieved communication goals:
– 422% of target members
– 156% of target active members
– 100% of target total number of visitors achieved before the end of the campaign
– Country origin of visitors and members is broader than targeted: the originally targeted E&E
countries take up nearly 74% for visitors and 60% for members. Other frequently visiting countries are
UK, Germany, US, Switzerland, Poland and Turkey. Scandinavian and Eastern European countries also
take up an important share.
– The site has a high return ratio (% visitors returning) and registration ratio (% visitors connecting),
compared to what is customary for sites. This indicates a high interest or relevancy of the site to visitors.
– The members age profile indicates that the site attracts mainly professionally active people (73%).
A lot of general objectives are already accomplished
– create an image tool
– create on-line platform for European entrepreneurs
– Create a communication platform where entrepreneurs can collect and compare the results of the
European entrepreneur survey launched on 31/01/07
– an innovative internet concept that coincides very well with the Fortis ‘image to ‘getting you there’.
– no push of the Fortis image, positioning or service offering (no ‘cannibalism’ with other Fortis sites)

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 29
Join2grow.biz: main site sections
1. Home page 1.
2. Entrepreneur Survey
3. Entrepreneur Magazine
4. Entrepreneur Network
2. 3. 4.

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 30
Join2grow.biz: Home page
2.a
1.
1. Tabs to 3 main sections:
a. Entrepreneur Survey
b. Entrepreneur Magazine
3.a
c. Entrepreneur Network
– Promoting the Entrepreneur network:
3.e a. Login to site
2.b
b. Tag cloud of popular interests, to track members
with similar interests
c. most active members
– Entrepreneur Magazine
2.c
a. video interview with successful entrepreneur
b. Focus on community member
3.d
c. articles can be sorted by channels: business,
lifestyle, travel…
d. Comment possibility
3.b e. Add a feed in your RSS aggregator and get
automatically the latest updates (‘push’ media:
content provider brings new content only upon
3.c user’s request)
4. Invite a friend
4.
5. Link to Fortis sites
5.

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Join2grow.biz: entrepreneur Survey
First page Entrepreneur survey Details on specific results
2. Flash animation of all survey results 2. breakdown answer for the given country
3. Explication on Fortis Survey 2007 3. All country breakdown answers
4. List of 15 survey questions 4. Poll for members
5. Details on results 5. Possibility to comment or leave question on results
7.
5.
1. 4.
2. 6.
3.
8.

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Join2grow.biz: entrepreneur Magazine
1. Various audio & video interviews with entrepreneurs
2. Different theme channels
3. Specific theme related articles
4. Leave or read comments on articles
4.
1.
3.
2.

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 33
Join2grow.biz: entrepreneur Network
1. Login page before creating your profile
1.
2. First page on the network section, interest based search
of other members
3. Members sharing a specific interest
4. Selected member with his profile
5. Possibility to contact member or add him to personal list
4.
5.
3.
2.

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 34
Thank you