- The document discusses developing a consumer education strategy for a branchless banking program. It provides guidance on defining objectives, understanding customer needs, developing key messages and content, selecting appropriate education tools, integrating education with marketing efforts, and planning implementation. - The strategy template is to be completed, incorporating insights on challenges, target customers, benefits of the banking service, education themes and messages, tool selection, resource requirements, and gaining approval from stakeholders.

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Title…
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4. Recall a time when you worked on a program where the objectives
and key challenges that the program was meant to address had not
been defined or were not clear.
 How did this affect the implementation of the program?
If the objectives and challenges to be addressed through the
program had been clearly defined, could the implementation of
the program been enhanced?
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5. Let’s Review the Reason or Justification for your CEBB
Program
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7. Background and challenges to address through CE
In Module 4: “Identifying Consumer Needs”, you identified what key barriers your
customers were experiencing that affected BB adoption and use .
Continue reviewing your CEBB Strategy by describing those factors contributing to or
causing problems for consumers. It is valuable to include customer insights that you
were able to gather through the market research as this contributes directly to the
effectiveness of your CEBB Strategy .
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Incorporate all key identified challenges and contextual insights
into your “CEBB Strategy Template”

8. Profile of Target Market
In Module 4: “Identifying Consumer Needs”, you spent time thinking through target
market segmentation.
Your CEBB Strategy should include socio-demographic information (i.e. age, gender, etc.)
of the target market for your CEBB Program. Describe also any psychographic
information, attitudes, values, or fears that can be useful to understand how your target
market relates to your BB service.
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Incorporate segmentation data as part of your profile of the target
market for your CEBB program in your “CEBB Strategy Template”

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Why is it important to YOU to
implement a CEBB program?
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11. The WHAT?
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12. What are the benefits of the BB service from the customer’s
perspective?
In Module 4: “Identifying Consumer Needs”, you spent time understanding how your
customer’s perceive the BB service and describe its benefits .
BB services are not easy to talk about and not easy to understand. The most important
insight you can get when deciding on what key messages to use in your CEBB program,
comes from your customers. Consumers can help you identify the most appropriate way to
communicate to them the features of a product or how using a BB could positively impact
their overall financial wellbeing.
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Incorporate key insights on how your customers perceive your BB products
and services, including what they consider to be the appealing features or
benefits, into your “CEBB Strategy Template”.

13. Are your customer insights different from the way in
which your organization presents BB and its benefits?
Evaluate how your customers’ experiences and expectations
could enrich or expand the way in which your institution
presents the benefits of your BB service.
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14. Your CEBB messages also needs to be consistent with the way in which your BB service
is promoted. The CE messages that you use in your program will need to be aligned and
consistent with the product marketing strategy for your service.
Consider this product marketing message for a BB service:
“Save time and money by making regular
deposits to the bank from your cell phone
with our new mobile banking service.”
CE messages will then need to incorporate this
marketing strategy into its content.
“No more costly bus rides to the bank!
Save the money spent on bus rides, and
send these savings to the bank using your
BB service. Every peso counts Deposit today!
In this section of your CEBB Strategy, incorporate the product marketing
messages that you would need to integrate into your CE content.
Alignment between your CEBB messages & BB Strategy
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15. On the other hand, the client insights and CE messages that you’ve identified for your
CEBB program can also add value and be incorporated into the product marketing
messages used to promote your BB service.
Alignment between your CEBB messages & BB Strategy
“Now you don’t need to move
throughout the city with money in
your pocket. Save time and money
by accessing your account using
your cell phone! Find out more about
our BB service.”
One way in which the
insights from
customers in Zambia
could be incorporated
in the BB product
marketing could be:
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Are there any key CE messages that you
identified that could be incorporated
into your product marketing for BB?
 Are there any insights or language used by customers that could be
included in your BB product marketing to make the promotion of your
service more effective?
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Make sure that you have incorporated these key messages
and insights into your “CEBB Strategy Template”.

17. The CE content and tools in your CEBB program also need to be developed
following the guidelines that your organization has established to maintain its
brand. Include in this section the guidelines that form part of your brand
identity. Ensure that there is a fit between your CE messages and your grand
strategy.
Make sure to reference also the Brand Visual Identity Manual if your
organization uses one.
Alignment between CE messages and Brand Strategy
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18. CEBB Content
In Module 5: “Determining Key Messages and Creating Content”, you identified the
key themes and priority messages for your program.
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Make sure that you have incorporated these key themes, messages
and content insights, into your “CEBB Strategy Template”.

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What are the key messages that
will be transmitted through your
CEBB program?
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21. The How?
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22. CEBB Strategy for Zoona, Zambia
Take a look at the diagram below which highlights the Consumer
Contact Points and CE Tool selection for the CEBB program in
Zambia with the real-time payments platform Zoona.
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23. CEBB Strategy for Zoona, Zambia
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Is the CE tool selection matched to consumer contact points
and consumer learning preferences; taking into consideration
the bandwidth and capability of those required to deliver?
Review Module 7:
“Selecting the
right tools for the
right job”, and
incorporate any
new insights or
necessary fine
tuning into your
“CEBB Strategy
Template”
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25. Another step in finalizing your CEBB Strategy is to describe how the CEBB program will
be integrated into:
Alignment of CEBB program with Marketing Campaign?
Customer contact points in
pre and post-purchase phase
Different marketing campaigns
& delivery channels used
Publicity or customer
takeaway materials
Make sure you insert a summary statement into your “CEBB Strategy
Template” that shows how CE will be embedded within the overall
marketing campaign your organization uses to promote BB.
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How will your CEBB program
be implemented?
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28. Application!
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29. Evaluate and describe the resources that your department will need to
execute this Strategy. Be sure to consider budgetary as well as human
resources that your area will need, as well as support that you will require
from other departments. Include a high-level overview of the resources
needed so that you can then review it with your department and with other
key departments in your program.
Resources required to execute your CEBB Strategy
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Adjust your CEBB Strategy to reflect the budget and human resources
that your department will have available to execute it.
Revise your strategy also based on the support that other departments
will be able to realistically provide you with.
Incorporate your answers in your “CEBB Strategy Template”
(Module Eight Tool).
Remember that they key goal of this exercise is to design a focused
and realistic strategy for your CEBB program.
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33. Narrative Summary description of your CEBB strategy
Practice: We will support customers as they put into practice the education
received when they’re transacting by equipping merchants with training posters and
counter sheets. Merchants will use these tools to explain visually the steps needed
to transact, provide answers to FAQ and provide support with troubleshooting.
Reinforcement: The reinforcement element will be done by sending SMS messages
with CE tips to customers that enrolled in the service. Our Marketing Department
will coordinate this activity as part of our broader communications strategy
through SMS.
Present your CEBB Strategy to your team of colleagues, upper management and
other key stakeholders in your organization for their review and approval.
Incorporate the feedback received from your stakeholders and revise your CEBB
Strategy as needed in order to ensure their alignment and buy-in with the
program.
Remember that your CEBB strategy is a living document to be regularly
reviewed and revised as needed throughout the design and
implementation of your CEBB.
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Now that you have developed a high-level overview of your
CEBB Strategy, reflect on these questions…
Are all the different pieces of your strategy working well together?
 Is the plan of action that you’ve laid out coherent?
Revise and incorporate any adjustments necessary to
ensure your CEBB Strategy is both realistic and effective.
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Don’t forget to also review your CEBB
strategy with your external partner, i.e.
technology platform provider, agent
network manager, or other actors that will
be involved in the implementation of your
CEBB Strategy.
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