This document outlines a strategic communication plan for State Bank of Mauritius to promote its ATM and internet banking services. The objectives are to increase usage of these digital services to improve efficiency and create more engaged customers. The target audience is tech-savvy Mauritians aged 18-50. The key message is that SBM provides fast and reliable banking. Both traditional channels like radio, billboards and TV as well as digital channels like social media, video and web ads will be used over an 8 month period. The success of the campaign will be measured by increases in website traffic, engagement and sales.

2. TABLE OF CONTENT
1. Situational Analysis
2. Goal Setting
3. Strategic Communication Plan
4. Creative Brief
5. Promotional Mix
6. Implementation
7. Measurement
8. Conclusion

4. VISION
Our vision is to be the leading and most trusted financial services provider in
Mauritius and beyond.

5. Mission
1. To build lasting relationships with our customers by offering distinctive
products and exceptional service.
2. To be the employer of choice for the top talents in the markets we serve.
3. To prudently manage risk and costs.

6. Values
1. Putting our customers first in everything we do
2. Committing to world-class standards in every area of our business
3. Treating our employees with integrity and respect - and expecting the very
highest performance in return
4. Adhering to the highest ethical standards
5. Being prudent in taking risks with shareholder and depositor funds

7. Product and Services Analysis
SBM is has 39 branches spread over the island
each providing the basics services such as
• Withdrawal
• Deposit
• Mobile Phone Top Up
• Bank Transfer
• Account Balance Records

8. Services offered by SBM
Below is a table showing the different services offered by the Statement Bank of
Mauritius.
Individual Services Business Services Digital Services Loan Services*
Deposits & Transfer of money Working Capital Loan Internet Banking (SBMNET)
& MOOV
Housing Empowerment
Scheme (HES)
ATM Banking Payroll Services SBM Billpay Homeloan
InsuranceServices FinancingAssets Mobile Banking Personal Loan

9. SBM’s ATM Network in and out Mauritius
As of 2014, State Bank of Mauritius was rolling
with a wide network of ATMs offering different
services ranging from deposit to withdrawal and
mobile top-up.
• Competitiveness
• Customer Centricity
• Risk Management
• Operational Efficiency

10. ATM Services
Strength:
Offers 24/7 change facilities -
provides cash online and effect
deposits.
Weaknesses: ATM cash
dispenser failure, card reader
failure and power shut down
Strength: Specializes in
transactions related to linked
accounts.
Weaknesses: Barclays ATM
card not accessible everywhere
(other bank ATMs)
Strength: Only bank which
allows a withdrawal of maximum
Rs 15,000
Weaknesses: Its ATM card
provides only debit facility
unlike other banks (Point Of
Sales)
Internet Services
Strength: Easy and flexible
(24/7), fast, convenient and
secure
Weaknesses: Problems accessing
internet banking service due to
high traffic at certain times
Strength: Friendly and easy to
use, offers maximum security
through two levels of password
Weaknesses: People can receive
fraudulent emails in their
mailbox and also the service is
only available from 06.00 a.m. to
10.00 p.m. daily.
Strength: Easy, fast, secure and
convenient way to bank, provides
cross currency rates calculator
and unique security code at each
login
Weaknesses: Its website freezes
and also infects computer with
malware stealing one’s identity.
Competitors Analysis
We carried out a
competitors’ analysis of
Internet and ATM banking
services offered by three
main competitors; namely
Mauritius Commercial Bank,
Barclays Bank and HSBC.

12. Campaign Main Objectives
Encourage potential customers and customers to use ATM services and
internet banking facilities.

13. Campaign Sub-Objectives (1)
Competitiveness
1. Integrated multi-channel offering.
2. Ability to offer different products to the competitors.

14. Campaign Sub-Objectives (2)
Customer Centricity
1. Become the leading digital bank in Mauritius.
2. Consistent cross-channel experience for the customers.
3. Improve customer lifetime journey through CRM.

15. Campaign Sub-Objectives (3)
Operational Efficiency
1. Reduce cost of operations by opting for digital services.
2. Scalable operations throughout the bank’s network.

17. Customer Stories
1. Have access to ATM and internet services anywhere around the island
so that I can make my financial transactions whenever I want.
2. Have access to ATM and internet services in a secured place so that I
don’t have to be insecure while making my financial transactions.
3. Provide sufficient information on how to do my financial transaction,
so that I don’t spend time learning about the mechanism at the
machine itself.

18. Company Stories
1. We want our customers to interact with our ATM and internet services
so that they are engage with our brand and eventually become
advocates.
2. We want to change the visual appearance of our ATM machines, so that
our customers feel privileged and different from others.
3. we want our ATM services to become a common aspect of our
customers’ daily life.

20. Creative Brief: Objectives
Increase the number of ATM and internet banking users to reduce the load
on central administration and create more engaged customers.

21. Creative Brief: Audience
Our audience comprises of tech savvy who have access to ATM and
internet banking services.
The age group ranges between 18 and 50 years old.

22. Creative Brief: Theme
One main aspect of banking services is the accessibility and safety.

23. Creative Brief: Message
The main message of the campaign will be “SBM, Rapide et Fiable.”
Tone: Humour Angle: Closer to the customers.

24. Creative Brief: Support
The promotional support to be used for the campaign is a mix of traditional
and digital marketing support.

25. Creative Brief: Constraints
Lack of knowledge for the older generation (50 - 80 Years Old) to adopt
new innovative approaches to banking services.
Solution: Education through the campaign.

27. Promotional Mix
1. Traditional Promotional Mediums
2. Digital Promotional Mediums

28. Traditional Promotional Mediums
Radio adverts airing at prime time with clear scripts and call-to-action.
Billboards at strategic places such as shopping malls and bus stations.
Newspaper with clear content that reduces anxiety and ease the process of ATM
service adoption.
Television Adverts within peak hours. Videos have proven to be one of the fastest
growing medium in recent years.

29. Digital Promotional Mediums
Social Media Marketing mainly Facebook which is one of the most used social
network used in Mauritius.
Video Marketing will also be used to share our message across various channels
such as YouTube and Vimeo.
Web Technologies such as Ad-rolls to make sure we have a retargeting campaign
done for website visitors. The aim is to convert website visitors to customers by
making them visit a dedicated page about the benefits of Internet Banking and
ATM Services.

31. Proposed Implementation
Timeline
A Gantt chart has been made
in order to visualize the whole
SBM campaign from start to
finish. This campaign has been
planned over a period of eight
months.

32. Promotional Mix Measurement
Unique visitors:
The number of visitors coming to SBM’s website for internet banking.
Engagement Rate:
Engagement rate with the marketing and communication campaign.
Sales Number:
A boost in sales that coincides with the timing of radio ad campaign can be
attributed at least in part to the ads as long as no other new campaigns were
launched during the same period.