Case Study 1 – Marketing material
Bank X wanted a milestone publication that consumers would trust. It was a tall order, but we delivered it right on time.
Problem
Bank X wanted to publish something that would put their competitors’ offerings in the shade. With consumer trust in banks having plummeted, Bank X wanted to produce a publication that would reassure its customers in a friendly and accessible way.
The bank wanted to restore its credibility and highlight the importance of saving. It also wanted to clearly explain the principles of saving and investing.
Bank X was keenly aware its tone of voice had been too formal and it wanted to appeal much more to consumers.
Solution
Clear Ink’s team of experienced financial journalists wrote a totally independent guide to savings and investments. It fulfilled the brief and included many practical examples and real-life case studies.
The guide was lightly branded and did not mention any specific Bank X products or services. Bank X was thrilled with the result and distributed this comprehensive 80-page guide to thousands of customers across its branch network over a three-year period
How we did it
- Listen
- Met the marketing manager, PR and agency staff to discuss the issues and plan the marketing campaign
- Audit
- Read and assessed a selection of internal and external documents
- Examined Bank X’s public profile and tone of voice in media and marketing materials
- Compared the bank’s brand tone of voice with competitors
- Design
- Worked with an ad agency on purpose, look and feel of book
- Emphasised accessibility, clear visuals (infographics, charts, tables, graphs, photos) and independence of copy
- Created visual briefs for each page
- Write
- Created and edited 80-page book, including real consumer case studies, quizzes and checklists
- Update
- Produced updates of the book after each annual Government budget
