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Case Study 1 – Marketing material

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.

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.

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

  1. Listen
    • Met the marketing manager, PR and agency staff to discuss the issues and plan the marketing campaign
  2. 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
  3. 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
  4. Write
    • Created and edited 80-page book, including real consumer case studies, quizzes and checklists
  5. Update
    • Produced updates of the book after each annual Government budget