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INSIDEOUT
MARKETING
Toby McKinnon CMOBOQ
&Megan O’Donnell Executive Planning Direct or BWMDentsu
2012 our ‘Wat ershed’ moment
Avery unique set of challenges
At ot al rebrand driven from t he inside-out
Bringing ‘human relat ionships’ back int o banking
What we’ve achieved and more import antly
learnt over t he last 3 years
THEROLEOF
BRANDIN
DRIVINGBUSINESS
TRANSFORMATION
A net loss of $17.1 M
2012–
APOSTGFC
MARKET
*Nielsen Advocacy Survey 2012
MORETHAN
ADVERTISING
Recommendat ions from people I know
Consmer opinions post ed online
Edit orial cont ent such as newpaper art icles
Branded Websit es
92%
70%
58%
58%
Emails I signed up
for
50%
Ads on TV 47%
Brand sponsorships 47%
Ads in magazines 47%
THEBRAND
FIXER
ACULTURAL
SHIFT
ACOUPLEof
CHALLENGES
A new execut ive t eam
&way of working
BIG
EXPECTATIONS
An owner manager model
AUNIQUE
OPERATING
MODEL
My first board meet ing
“WHATDOYOU
THINKOFTHE
BRAND?”
Enough said
THEOLD
BRAND
Share of voice
HIGHLY
COMPETITIVE
CATEGORY
THEOPPORTUNITY
Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and value from our exist ing
cust omer base
INNOVATE
ORDIE?
INNOVATE
ORDIE?
Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and value from our exist ing
cust omer base
•Implement dat a and analyt ics t o deliver int elligence for
opt imising t he experience across t he cust omer journey
INNOVATE
ORDIE?
Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and value from our exist ing
cust omer base
•Implement dat a and analyt ics t o deliver int elligence for
opt imising t he experience across t he cust omer journey
•Develop digit al ‘Ut ilit ies’ across social and mobile t o enhance
our cust omer experience and different iat e from compet it ors
INNOVATE
ORDIE?
Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and value from our exist ing
cust omer base
•Implement dat a and analyt ics t o deliver int elligence for
opt imising t he experience across t he cust omer journey
•Develop digit al ‘Ut ilit ies’ across social and mobile t o enhance
our cust omer experience and different iat e from compet it ors
• Opt imise our ‘Omni-channel’ offering t o build brand
appealamongst exist ing and pot ent ial cust omers
INNOVATE
ORDIE?
Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and value from our exist ing
cust omer base
•Implement dat a and analyt ics t o deliver int elligence for
opt imising t he experience across t he cust omer journey
•Develop digit al ‘Ut ilit ies’ across social and mobile t o enhance
our cust omer experience and different iat e from compet it ors
• Opt imise our ‘Omni-channel’ offering t o build brand
appealamongst exist ing and pot ent ial cust omers
• Implement media at t ribut ion
modeling t o make our media SOV go
furt her
INNOVATE
ORDIE?
Look for our brand purpose
NOBELLS
&WHISTLES
ANINSIDE-OUT
APPROACH
THERIGHT
PARTNERS
ANINSIDE
OUTAPPROACH
1. Th e
Bu s in e s s s t r a t e g y
2 . T h e
B r a n d P u r p o s e
3 . T h e
In s i g h t s
4 . T h e
a r c h e t y p e
5 . T h e o r g a n is in g id e a
Re c o g n i t io nRit u a l s
6 . T h e f iv e R’s
RESET Re a l t im e
Re a c h
Strategy
Big
Ide
a
AgileExecution
UNCOVERTHE
BOQ‘DIFFERENCE’
UNCOVERTHE
BOQ‘DIFFERENCE’
IT’SPOSSIBLE
TOLOVE
ABANK
5. THE ORGANISING IDEA To prove it’s possible to love a bank.
1.THE BUSINESS STRATEGY
Putting human relationships back
into banking.
2. THE BRAND PURPOSE
To be the most loved bank in Australia.
Brand Belief: We believe our customers
are a big deal.
4. THE ARCHETYPE
The Real and Human Challenger.
3. THE INSIGHTS
Cultural Insight: Australians don’t like banks.
Human Insight: I’m just a number, I feel
undervalued and locked in.
RITUALS
Branch Owner Managers regularly meeting
and greeting customers, internal unbank-like
service meetings.
RECOGNITION
Use of an optimistic and charming tone,
illustrative style and ‘heart’ device in all
internal communications.
6. THE FIVE R'S
Bring the Organising Idea to life internally
and externally.
RESET
CEO, Stuart Grimshaw launched mission 'to
be the most loved Bank in Australia' to staff.
National PR roadshow.
REAL TIME
Sophisticated digital remarketing, content strategies
to actively engage both existing and potential
customers throughout the customer journey.
REACH
The Organising Idea influences every consumer
facing touchpoint and drives differentiation in
media mix to maximise ROI.
“This isn’t j ust a t agline – it ’s an inside-out rebrand
t hat involves a whole new way of behaving as an
organisat ion, building on what we do well and changing
how t he bank operat es int ernally, right down t o t he
syst ems and processes we use,” he said.
“Cust omers experience our brand t hrough our employees,
our product s and services, and t hey will decide whet her
t hey love us based on t he service we provide and t he
relat ionships we build. What we’re building here is a
cult ure where employees are empowered t o make all
aspect s of banking bet t er” St uart Grimshaw, BOQ CEO.
BOQ, April 2013 Press Release.
BRANDRESET–
ACALLTOARMS
RECOGNITION
– SIGNALLING
CHANGE
Bankof Queensland Limited ABN 32 009 656 740 (BOQ) conductsthe Banking onour Kidsappeal onbehalf of Children’sHospital Foundations Australia ABN 72 003 073 185 under awritten authoritywith Children’sHospital Foundations Australia,whoareadministered by
Sydney Children’sHospital Foundation, Randwickandwho are agents for andonbehalfofChildren’sHospital Foundation, QLD,PrincessMargaret Hospital Foundation,WA, Royal Children’sHospital Foundation,VIC andWomen’sandChildren’sHospital Foundation, SA. QT V1 BooK
BEREADYfor
WHATEVER
LIFETHROWS
at YOU
CONSUMERCREDITINSURANCE
WIN UP TO $5,000
PAID OFF YOUR MORTGAGE
OR LOAN PROTECTION
Geniatatur, olent et molupta escidio.Il moluptaquia venis eictur autquiaconserum etumquae pratusnullam il et officipidiacusesaspis simi,exexet essitaque sitisincidus sadendam dolestem fugia venis ditibusdel enimustet,odit, ut il magnist, ni optat. Runtus proet etum unt es explaut re et voluptat
lant utatur molore molum facepuda net eaquamus del il ipsantio. Omniaerionse pro optiis nonserro core num laborumquos venihit mo dest labore nistempor re, si doluptam, eturio inimpora pedquo te laces re dolorerit quis sit parion core vit volest untiatiur Serspisquasquam, est, santur aut
imaximus, quibus asse int ommod que secabore odet idellitasaperovid mo quod quisquatiberiberorpossitas rehenisvolendendisi is venisea dolenihic temporrum debiscium ut veribus.
WP
RECOGNITION
– SIGNALLING
CHANGE
RITUALS–
LOVABLEBRAND
BEHAVIOUR
REACH –
SPREADING
THELOVE
REACH –
SPREADING
THELOVE
REACH –
SPREADING
THELOVE
REALTIME–
KEEPINGTHE
LOVEALIVE
ACHIEVED&LEARNT
Then...
“...I ’m fairly cert ain t hat my message has been clear on
what I have NOT liked wit h regard t o t he direct ion
t hat we are being asked t o t ake wit h t he current
market ing and I will cont inue my bat t le wit h anyt hing
merchandise / market ing relat ed.”
Now...
“...OMG...t his is very excit ing!!! Thank you – you have
no idea how much difference your help has made and
your support is highly valued. We really look forward
t o working wit h you t o t arget our market in really
innovative ways!!”
LOVENEEDS
TOBEEARNED
PROVINGIT’S
POSSIBLE TO
LOVEABANK.
Insert board video
QUESTIONS
For more information about the
marcus evans marketing
summit series:
marketingseries@marcusevanscy.com

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Inside Out Marketing: Engaging Internal Culture with Brand Purpose

  • 1. INSIDEOUT MARKETING Toby McKinnon CMOBOQ &Megan O’Donnell Executive Planning Direct or BWMDentsu
  • 2. 2012 our ‘Wat ershed’ moment Avery unique set of challenges At ot al rebrand driven from t he inside-out Bringing ‘human relat ionships’ back int o banking What we’ve achieved and more import antly learnt over t he last 3 years THEROLEOF BRANDIN DRIVINGBUSINESS TRANSFORMATION
  • 3. A net loss of $17.1 M 2012– APOSTGFC MARKET
  • 4. *Nielsen Advocacy Survey 2012 MORETHAN ADVERTISING Recommendat ions from people I know Consmer opinions post ed online Edit orial cont ent such as newpaper art icles Branded Websit es 92% 70% 58% 58% Emails I signed up for 50% Ads on TV 47% Brand sponsorships 47% Ads in magazines 47%
  • 8. A new execut ive t eam &way of working BIG EXPECTATIONS
  • 9. An owner manager model AUNIQUE OPERATING MODEL
  • 10. My first board meet ing “WHATDOYOU THINKOFTHE BRAND?”
  • 14. Cust omer experience model • Leverage an eCRM st rat egy t o build great er ret ent ion, loyalt y and value from our exist ing cust omer base INNOVATE ORDIE?
  • 15. INNOVATE ORDIE? Cust omer experience model • Leverage an eCRM st rat egy t o build great er ret ent ion, loyalt y and value from our exist ing cust omer base •Implement dat a and analyt ics t o deliver int elligence for opt imising t he experience across t he cust omer journey
  • 16. INNOVATE ORDIE? Cust omer experience model • Leverage an eCRM st rat egy t o build great er ret ent ion, loyalt y and value from our exist ing cust omer base •Implement dat a and analyt ics t o deliver int elligence for opt imising t he experience across t he cust omer journey •Develop digit al ‘Ut ilit ies’ across social and mobile t o enhance our cust omer experience and different iat e from compet it ors
  • 17. INNOVATE ORDIE? Cust omer experience model • Leverage an eCRM st rat egy t o build great er ret ent ion, loyalt y and value from our exist ing cust omer base •Implement dat a and analyt ics t o deliver int elligence for opt imising t he experience across t he cust omer journey •Develop digit al ‘Ut ilit ies’ across social and mobile t o enhance our cust omer experience and different iat e from compet it ors • Opt imise our ‘Omni-channel’ offering t o build brand appealamongst exist ing and pot ent ial cust omers
  • 18. INNOVATE ORDIE? Cust omer experience model • Leverage an eCRM st rat egy t o build great er ret ent ion, loyalt y and value from our exist ing cust omer base •Implement dat a and analyt ics t o deliver int elligence for opt imising t he experience across t he cust omer journey •Develop digit al ‘Ut ilit ies’ across social and mobile t o enhance our cust omer experience and different iat e from compet it ors • Opt imise our ‘Omni-channel’ offering t o build brand appealamongst exist ing and pot ent ial cust omers • Implement media at t ribut ion modeling t o make our media SOV go furt her
  • 20. Look for our brand purpose NOBELLS &WHISTLES
  • 23. ANINSIDE OUTAPPROACH 1. Th e Bu s in e s s s t r a t e g y 2 . T h e B r a n d P u r p o s e 3 . T h e In s i g h t s 4 . T h e a r c h e t y p e 5 . T h e o r g a n is in g id e a Re c o g n i t io nRit u a l s 6 . T h e f iv e R’s RESET Re a l t im e Re a c h Strategy Big Ide a AgileExecution
  • 26. IT’SPOSSIBLE TOLOVE ABANK 5. THE ORGANISING IDEA To prove it’s possible to love a bank. 1.THE BUSINESS STRATEGY Putting human relationships back into banking. 2. THE BRAND PURPOSE To be the most loved bank in Australia. Brand Belief: We believe our customers are a big deal. 4. THE ARCHETYPE The Real and Human Challenger. 3. THE INSIGHTS Cultural Insight: Australians don’t like banks. Human Insight: I’m just a number, I feel undervalued and locked in. RITUALS Branch Owner Managers regularly meeting and greeting customers, internal unbank-like service meetings. RECOGNITION Use of an optimistic and charming tone, illustrative style and ‘heart’ device in all internal communications. 6. THE FIVE R'S Bring the Organising Idea to life internally and externally. RESET CEO, Stuart Grimshaw launched mission 'to be the most loved Bank in Australia' to staff. National PR roadshow. REAL TIME Sophisticated digital remarketing, content strategies to actively engage both existing and potential customers throughout the customer journey. REACH The Organising Idea influences every consumer facing touchpoint and drives differentiation in media mix to maximise ROI.
  • 27. “This isn’t j ust a t agline – it ’s an inside-out rebrand t hat involves a whole new way of behaving as an organisat ion, building on what we do well and changing how t he bank operat es int ernally, right down t o t he syst ems and processes we use,” he said. “Cust omers experience our brand t hrough our employees, our product s and services, and t hey will decide whet her t hey love us based on t he service we provide and t he relat ionships we build. What we’re building here is a cult ure where employees are empowered t o make all aspect s of banking bet t er” St uart Grimshaw, BOQ CEO. BOQ, April 2013 Press Release. BRANDRESET– ACALLTOARMS
  • 28. RECOGNITION – SIGNALLING CHANGE Bankof Queensland Limited ABN 32 009 656 740 (BOQ) conductsthe Banking onour Kidsappeal onbehalf of Children’sHospital Foundations Australia ABN 72 003 073 185 under awritten authoritywith Children’sHospital Foundations Australia,whoareadministered by Sydney Children’sHospital Foundation, Randwickandwho are agents for andonbehalfofChildren’sHospital Foundation, QLD,PrincessMargaret Hospital Foundation,WA, Royal Children’sHospital Foundation,VIC andWomen’sandChildren’sHospital Foundation, SA. QT V1 BooK BEREADYfor WHATEVER LIFETHROWS at YOU CONSUMERCREDITINSURANCE WIN UP TO $5,000 PAID OFF YOUR MORTGAGE OR LOAN PROTECTION Geniatatur, olent et molupta escidio.Il moluptaquia venis eictur autquiaconserum etumquae pratusnullam il et officipidiacusesaspis simi,exexet essitaque sitisincidus sadendam dolestem fugia venis ditibusdel enimustet,odit, ut il magnist, ni optat. Runtus proet etum unt es explaut re et voluptat lant utatur molore molum facepuda net eaquamus del il ipsantio. Omniaerionse pro optiis nonserro core num laborumquos venihit mo dest labore nistempor re, si doluptam, eturio inimpora pedquo te laces re dolorerit quis sit parion core vit volest untiatiur Serspisquasquam, est, santur aut imaximus, quibus asse int ommod que secabore odet idellitasaperovid mo quod quisquatiberiberorpossitas rehenisvolendendisi is venisea dolenihic temporrum debiscium ut veribus. WP
  • 36. Then... “...I ’m fairly cert ain t hat my message has been clear on what I have NOT liked wit h regard t o t he direct ion t hat we are being asked t o t ake wit h t he current market ing and I will cont inue my bat t le wit h anyt hing merchandise / market ing relat ed.” Now... “...OMG...t his is very excit ing!!! Thank you – you have no idea how much difference your help has made and your support is highly valued. We really look forward t o working wit h you t o t arget our market in really innovative ways!!” LOVENEEDS TOBEEARNED
  • 39. For more information about the marcus evans marketing summit series: marketingseries@marcusevanscy.com