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HSBC HUMAN LIBRARY
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HSBC HUMAN LIBRARY

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Transcript

  • 1. The problem:For the average person, finding the rightfinancial advice is daunting.Who do you talk to?Which sites can you trust?How do I get info without someone trying tosell me something?It’s frustrating!!!It would be easier ifyou could just talk to someone.
  • 2. Opportunity for HSBCBecome a financial knowledge hub that’s open tothe public.A place people feel comfortable going to getfinancial information.Don’t focus on the sale, but on making a humanconnection.The sale will happen later.Creatively use HSBC’s greatest strength: its staff.
  • 3. HSBC’s Human Library HSBC Staffs Human BookInstead of books,you ‘check out’HSBC experts forone hour either inthe branch orStarbucks.Through this wemake HSBC staffsynonymous with‘money experts’ and‘approachable.’
  • 4. Print Ads
  • 5. Newspaper
  • 6. Lifestyle Magazine
  • 7. In-branch Poster
  • 8. Community Centre
  • 9. College CampusPoster
  • 10. Holiday Related
  • 11. Outdoor Ambient
  • 12. Social MediaAd in Facebook
  • 13. RadioHuman Library Minute:• financial advice spots on radioHuman Library Live Q&A:• a show to answer people’s financial questions.• done in the style of Suze Ormon. Approachable, coversational.Includes call to action:Get more answers at HSBC’s HumanLibrary.
  • 14. Using existing HSBC channelsMessage on credit cardstatements:Learn myths, truths andmore about credit cards.Check out the HSBCHuman Library.
  • 15. How it worksHSBC Staff are Users go online or to a branch to browse available Spend an hour talking tothe books. topics. Then select a book along with when and your book. where to meet.
  • 16. How it works (continued)Library card• Keeps track of which ‘books’ you’ve borrowed.• Accumulate points that earns you prizes.Audio NotesReceive a digital copy of yoursession in a thumb drive.
  • 17. Travelling Human LibrariesThink of this as ‘featured books ofthe month.’Three ‘books’ go to communitycentres and speak about differenttopics.Create awareness of HumanLibrary and encourage people tofind out about more topics.Topic examples:Find Hidden SavingsBuilding Security From ScratchHow To Build An EmergencyFund
  • 18. T-shirts for Human Library users
  • 19. Badge worn by HSBC staff