Download PowerPoint Presentation - Community Housing Cymru

Thank You
• To Welsh Government for taking the significant step of investing in initiatives which
“enable” a stronger Welsh Credit Union community. Undertaking marketing on this
scale would have been impossible without assistance.
• The £1.2m investment programme has allowed us to seek out ways to partner more
productively, examine alternative infrastructure and to look at new product
opportunities.
• To all of you that actively participated in the marketing programme – You have
helped created lasting legacy and a strong case for additional investment.
Why is it important?
• The number of people excluded from mainstream borrowing is now over *12m.
• Not just people on benefits but those that have survived recession, changed job,
missed credit commitments, max’d a couple of credit cards and now getting back on
their feet.
• Restricted choice means you are vulnerable and that can rapidly evolve into
financial EXPLOITATION.
• In Wales only a little over 2% of people use a Credit Union.
• We needed to go back to basics… Start telling more people what a Credit Union is
and why we were different from other lenders.
*Provident Financial Group
The All Wales Marketing Campaign
Multimedia
Activity
Television & Radio Advertising
• TV - 1.4m adults viewed once & 700K saw it 4 or more times
• Radio - 2.4m adult listened 3 or more times
Activity
Outdoor Advertising
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2 x 96 sheets
63 x 48 sheets
6 x Backlight 48 Sheets
7 x HD48 Sheets
• Seen 10.7m times
Activity
Outdoor Advertising
Streetliners – Typically 4 opportunities to see & an estimated 4.7m impacts
Activity
Press Advertising
Press
Activity
PR
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63 articles
Print & on-line 59
Broadcast items 4
Value: £680,000
• Reach: 38m+
Activity
Mailing Materials & Posters (A2, A3 & A5)
270,000 leaflets distributed throughout Wales
Activity
Roadshows
• 3 venues (Swansea, Cardiff x 2
and Wrexham)
• Generated 830 plus entries
segmented by local authority
area
• Contacted each about campaign,
identified opportunities to
support and provided with
materials
• 1,665 posters
• 19,682 leaflets
• 11,000 balloons, pens,
beach balls, etc.
Activity
Credit Unions of Wales - Website
Almost 6,000 referrals generated
Activity
Social Media Highlights
Increase in activity
(15th May - 31st June)
Performance
Wales Omnibus Survey Mar 2014 - June 2014
• Unprompted awareness of credit union advertising has
increased from 31% to 43%.
• The highest recall was amongst the female, 55-64,
C2DE audience, in the Mid/West and North Wales areas.
• Biggest increases by region came in Mid /West Wales,
amongst the male audience and the age range of 25-34.
• Social classes ABC1 and C2DE both showed an
increase in awareness (around 7%).
• Invested in creative and made a good start.
Legacy
• Credit Unions of Wales - Working
together for the common good
regardless of trade affiliation
• Image library of all campaign
materials with brand and PR press
release guidelines (USB memory stick)
• A new “All Wales” refreshed branding
• A foundation for marketing
collaborative working – sharing costs
and production
• All Wales Website
• TV & Radio advertisement (subtitled)
• One fat orange squirrel suit
• Campaign images (12 months)
• Animated information film (due for
release ME July)
• A strong platform for future
investment
Any questions?