2. Problem
Defini3on
How
can
Ulster
Bank
gain
trust
and
advocacy
from
the
public
by
unifying
their
disparate
sponsorship
ac3vi3es
into
one
coherent
brand
message.
2
3. Influencing
Factors
• Ulster
Bank
is
a
brand
that
is
commiFed
to
sponsorship
at
a
local
grass
roots
level.
• This
is
a
key
differen3al
between
its
main
market
rivals
BOI
and
AIB
who
are
viewed
as
na3onal
corporate
en33es.
• Ulster
Bank
is
at
an
advantage
in
that
it
is
posi3oned
as
a
local
community
Bank.
3
4. BARRIERS
• Financial
restraints.
Its
main
compe3tors
have
larger
communica3ons
budgets.
• How
to
unite
brand
ac3vi3es
that
have
a
very
different
look,
feel,
message
and
target
audience.
• How
to
look
authen3c
in
their
endeavors.
• Sponsorship
for
self
advancement
would
have
a
nega3ve
impact
in
publics
percep3on
of
U.B
4
5. What
will
success
look
like?
• A
unified
message
that
reflects
brand
values
but
with
a
dis3nc3ve
feel.
• A
tone
that
is
aligned
with
the
broader
brand
voice,
“Help
for
What
Really
MaFers”
• A
strategic
ini3a3ve
that
will
be
workable
across
all
of
Ulster
Banks
sponsorship
pillars.
• A
brand
plaUorm
that
will
facilitate
abundant
crea3ve
execu3ons.
• A
brand
message
that
is
simple
yet
effec3ve,
clearly
communica3ng
Ulster
Banks
support
of
local
sponsorship
and
community
values.
• A
message
with
poten3al
longevity
and
diversity.
5
6. Background
• AXer
a
protracted
recession
the
Irish
economy
has
returned
to
posi3ve
growth.
• Banks
have
to
work
hard
to
overcome
nega3ve
public
sen3ment
and
mistrust
in
the
aXermath
of
the
downturn.
• Banks
need
to
rebrand
themselves
as
more
caring
and
human
organiza3ons.
• They
need
to
show
commitment,
empathy
and
understanding
of
their
communi3es
in
which
they
serve
and
belong.
• They
need
to
be
ac3ve
in
community
affairs,
social
and
philanthropic
causes.
6
16. AIB
Vs
BOI
Adver3sing
Spend
7,864,663
4,611,194
Bank
Of
Ireland
Adver.sing
Spend
2013/2014
2014
2013
5,871,673
3,388,626
A.I.B
Adver.sing
Spend
2013/2014
2014
2013
16
Courtesy
Nielsen
AdDynamix
17. The
ShiX
to
local
• The
retail
industry
is
a
leading
example
of
showing
a
strong
commitment
at
a
local
level.
• Lidl,
Aldi
and
Supervalu
are
extremely
strong
in
their
support
of
local
growers
and
producers.
• They
promote
these
suppliers
more
as
community
partners
than
supply
chain
elements.
• There
is
a
percep3on
that
local
means
beFer
quality
in
food
produc3on.
• Ulster
Bank
has
a
clear
advantage
over
AIB
and
Bank
of
Ireland
by
being
perceived
as
a
more
local
bank.
• Ulster
Bank
need
to
harness
this
so
that
it
can
become
a
corner
stone
of
the
local
community
just
like
the
post
office,
pub
or
small
store.
17
18. Key
Findings
• The
collapse
of
our
economy
has
made
us
reevaluate
the
needs
of
society.
We
have
a
heightened
awareness
of
non
monetary
elements
that
are
its
lifeblood.
• Banks
now
need
to
focus
on
repairing
their
brand
image
and
public
percep3on.
• The
most
successful
and
consistent
brands
in
Ireland
all
have
a
local
focus
(e.g.
Kerry
group,
Avonmore,
and
Guinness)
• Some
of
our
enduring
na3onal
ins3tu3ons
are
also
rooted
locally…….
18
19. Community
is
at
the
heart
of
our
Associa3on.
Everything
we
do
helps
to
enrich
the
communi3es
we
serve
We
foster
a
clear
sense
of
iden3ty
and
place
19
20. At the party's height, FF boasted 3,000 Cumainn, an average
of 75 per constituency.
20
21. Ac3on
Areas
• Ulster
Bank
needs
to
amplify
its
involvement
with
local
ini3a3ves
which
are
the
lifeblood
of
the
community.
• Ulster
Bank
needs
to
show
the
importance
of
keeping
local
communi3es
connected
and
prosperous.
• Ulster
bank
needs
to
been
seen
as
a
key
agent
in
making
this
happen.
21
22. What
Stands
Out
There
is
a
trend
in
Ireland
of
wan3ng
to
reaFach
to
the
human
values
of
community
and
sustainable
clean
living.
To
build
a
beFer
Ireland
for
the
future.
22
23. Key
Brand
Insight
“In
new
Ireland,
brand
success
na#onally
starts
with
community”
23
25. Community
MaFers
• The
phrase
is
double
edged
in
that
it
voices
the
importance
of
the
community
agenda
but
also
communicates
the
Banks
commitment
to
serving
it
and
understanding
it
in
all
its
nuances.
• It
humanizes
and
localizes
Ulster
Bank's
philanthropic
efforts
showcasing
that
local
communi3es
maFer
but
also
maFer
to
the
bank.
25
26. Reasons
to
Believe
• The
proposi3on
has
a
direct
3e
in
with
Ulster
Bank’s
overall
brand
message
“What
MaFers
Most”
and
acts
as
a
trickle
down
effect
from
it.
• The
message
has
a
mul3plicity
of
usage
occasions
across
a
variety
of
sponsorship
ver3cals
(Sport,
The
Arts
and
Local
Business)
• The
message
is
a
simple
and
compelling
commitment
to
the
local
agenda.
26
27. Why
it
will
work
• The
proposi3on
communicates
a
unified
message
across
the
three
main
Ulster
Bank
sponsorship
pillars
Sport,
Business
and
the
Arts.
• It
shows
commitment
to
the
various
individual
elements
that
allow
small
communi3es
to
prosper.
• Happy
communi3es
are
prosperous,
healthy
and
support
broad
interests
such
as
culture
and
The
Arts.
• The
community
is
the
connec3ng
thread
binding
all
of
these
interests
and
ac3vi3es
together.
27
39. Ulster
Bank
Site
Traffic
Courtesy
Google
Trends
39
Graph
showing
the
site
traffic
of
Ulster
Bank.
We
can
see
that
it
receives
between
700-‐800K
visits
per
month.
It
is
unlikely
these
are
unique
numbers.
40. Courtesy
Similar
Web
40
Site
comparison
between
Banking
365
and
AIB.
The
laKer
receives
1
million
more
site
visits
per
month.
41. Courtesy
Google
Trends
41
By
comparison
Ulster
Bank
receives
just
under
half
a
million
site
visits
per
month.
Search
accounts
for
one
quarter
of
traffic
with
almost
70%
of
people
visiOng
the
site
directly.
42. Courtesy
Similar
Web
42
Most
of
BOI
and
AIB
traffic
comes
from
direct
sources.
Roughly
one
quarter
come
from
search
results
with
20%
as
referrals
from
other
sites.
43. Search
Data
Courtesy
Google
Trends
43
Google
Trends
show
us
the
most
popular
search
related
terms
for
Ulster
Bank.
44. Search
Data
Courtesy
Google
Trends
44
The
highest
volume
of
traffic
on
Ulster
Banks
site
comes
from
the
North
West.
45. Courtesy
Google
Trends
45
AIB
is
by
far
the
most
searched
for
Bank
between
the
three
compeOtors
thus
far
in
2015
46. Search
Data
46
In
the
past
month
Ulster
has
been
menOoned
in
an
average
of
between
70-‐100
Tweets
per
day.
47. 47
Overall
Ulster
Bank
has
been
menOoned
in
1,128
Tweets
in
the
past
30
days.
48. Courtesy
Social
Bakers
48
Here
we
can
see
the
steady
growth
of
the
Ulster
Bank
Rugby
Facebook
page.
Over
the
past
six
months
it
has
gained
roughly
1,500
page
likes.