For more information about the marcus evans marketing summit series: marketingseries@marcusevanscy.com Toby McKinnon, CMO at Bank of Queensland discussing Inside Out Marketing: Engaging Internal Culture with Brand Purpose at the CMO ANZ Summit 2015.

1. INSIDEOUT
MARKETING
Toby McKinnon CMOBOQ
&Megan O’Donnell Executive Planning Direct or BWMDentsu

2. 2012 our ‘Wat ershed’ moment
Avery unique set of challenges
At ot al rebrand driven from t he inside-out
Bringing ‘human relat ionships’ back int o banking
What we’ve achieved and more import antly
learnt over t he last 3 years
THEROLEOF
BRANDIN
DRIVINGBUSINESS
TRANSFORMATION

3. A net loss of $17.1 M
2012–
APOSTGFC
MARKET

4. *Nielsen Advocacy Survey 2012
MORETHAN
ADVERTISING
Recommendat ions from people I know
Consmer opinions post ed online
Edit orial cont ent such as newpaper art icles
Branded Websit es
92%
70%
58%
58%
Emails I signed up
for
50%
Ads on TV 47%
Brand sponsorships 47%
Ads in magazines 47%

5. THEBRAND
FIXER

6. ACULTURAL
SHIFT

7. ACOUPLEof
CHALLENGES

8. A new execut ive t eam
&way of working
BIG
EXPECTATIONS

9. An owner manager model
AUNIQUE
OPERATING
MODEL

10. My first board meet ing
“WHATDOYOU
THINKOFTHE
BRAND?”

11. Enough said
THEOLD
BRAND

12. Share of voice
HIGHLY
COMPETITIVE
CATEGORY

13. THEOPPORTUNITY

14. Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and value from our exist ing
cust omer base
INNOVATE
ORDIE?

15. INNOVATE
ORDIE?
Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and value from our exist ing
cust omer base
•Implement dat a and analyt ics t o deliver int elligence for
opt imising t he experience across t he cust omer journey

16. INNOVATE
ORDIE?
Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and value from our exist ing
cust omer base
•Implement dat a and analyt ics t o deliver int elligence for
opt imising t he experience across t he cust omer journey
•Develop digit al ‘Ut ilit ies’ across social and mobile t o enhance
our cust omer experience and different iat e from compet it ors

17. INNOVATE
ORDIE?
Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and value from our exist ing
cust omer base
•Implement dat a and analyt ics t o deliver int elligence for
opt imising t he experience across t he cust omer journey
•Develop digit al ‘Ut ilit ies’ across social and mobile t o enhance
our cust omer experience and different iat e from compet it ors
• Opt imise our ‘Omni-channel’ offering t o build brand
appealamongst exist ing and pot ent ial cust omers

18. INNOVATE
ORDIE?
Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and value from our exist ing
cust omer base
•Implement dat a and analyt ics t o deliver int elligence for
opt imising t he experience across t he cust omer journey
•Develop digit al ‘Ut ilit ies’ across social and mobile t o enhance
our cust omer experience and different iat e from compet it ors
• Opt imise our ‘Omni-channel’ offering t o build brand
appealamongst exist ing and pot ent ial cust omers
• Implement media at t ribut ion
modeling t o make our media SOV go
furt her

19. INNOVATE
ORDIE?

20. Look for our brand purpose
NOBELLS
&WHISTLES

21. ANINSIDE-OUT
APPROACH

22. THERIGHT
PARTNERS

23. ANINSIDE
OUTAPPROACH
1. Th e
Bu s in e s s s t r a t e g y
2 . T h e
B r a n d P u r p o s e
3 . T h e
In s i g h t s
4 . T h e
a r c h e t y p e
5 . T h e o r g a n is in g id e a
Re c o g n i t io nRit u a l s
6 . T h e f iv e R’s
RESET Re a l t im e
Re a c h
Strategy
Big
Ide
a
AgileExecution

24. UNCOVERTHE
BOQ‘DIFFERENCE’

25. UNCOVERTHE
BOQ‘DIFFERENCE’

26. IT’SPOSSIBLE
TOLOVE
ABANK
5. THE ORGANISING IDEA To prove it’s possible to love a bank.
1.THE BUSINESS STRATEGY
Putting human relationships back
into banking.
2. THE BRAND PURPOSE
To be the most loved bank in Australia.
Brand Belief: We believe our customers
are a big deal.
4. THE ARCHETYPE
The Real and Human Challenger.
3. THE INSIGHTS
Cultural Insight: Australians don’t like banks.
Human Insight: I’m just a number, I feel
undervalued and locked in.
RITUALS
Branch Owner Managers regularly meeting
and greeting customers, internal unbank-like
service meetings.
RECOGNITION
Use of an optimistic and charming tone,
illustrative style and ‘heart’ device in all
internal communications.
6. THE FIVE R'S
Bring the Organising Idea to life internally
and externally.
RESET
CEO, Stuart Grimshaw launched mission 'to
be the most loved Bank in Australia' to staff.
National PR roadshow.
REAL TIME
Sophisticated digital remarketing, content strategies
to actively engage both existing and potential
customers throughout the customer journey.
REACH
The Organising Idea influences every consumer
facing touchpoint and drives differentiation in
media mix to maximise ROI.

27. “This isn’t j ust a t agline – it ’s an inside-out rebrand
t hat involves a whole new way of behaving as an
organisat ion, building on what we do well and changing
how t he bank operat es int ernally, right down t o t he
syst ems and processes we use,” he said.
“Cust omers experience our brand t hrough our employees,
our product s and services, and t hey will decide whet her
t hey love us based on t he service we provide and t he
relat ionships we build. What we’re building here is a
cult ure where employees are empowered t o make all
aspect s of banking bet t er” St uart Grimshaw, BOQ CEO.
BOQ, April 2013 Press Release.
BRANDRESET–
ACALLTOARMS

28. RECOGNITION
– SIGNALLING
CHANGE
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BEREADYfor
WHATEVER
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at YOU
CONSUMERCREDITINSURANCE
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29. RECOGNITION
– SIGNALLING
CHANGE

30. RITUALS–
LOVABLEBRAND
BEHAVIOUR

31. REACH –
SPREADING
THELOVE

32. REACH –
SPREADING
THELOVE

33. REACH –
SPREADING
THELOVE

34. REALTIME–
KEEPINGTHE
LOVEALIVE

35. ACHIEVED&LEARNT

36. Then...
“...I ’m fairly cert ain t hat my message has been clear on
what I have NOT liked wit h regard t o t he direct ion
t hat we are being asked t o t ake wit h t he current
market ing and I will cont inue my bat t le wit h anyt hing
merchandise / market ing relat ed.”
Now...
“...OMG...t his is very excit ing!!! Thank you – you have
no idea how much difference your help has made and
your support is highly valued. We really look forward
t o working wit h you t o t arget our market in really
innovative ways!!”
LOVENEEDS
TOBEEARNED

37. PROVINGIT’S
POSSIBLE TO
LOVEABANK.
Insert board video

38. QUESTIONS

39. For more information about the
marcus evans marketing
summit series:
marketingseries@marcusevanscy.com