In Barclays Financial Planning (BFP), the financial services group had a UK-wide team of financial advisors working out of branches, providing tailored financial advice. But too few people knew about the service.
Barclays Bank wanted to make the public aware of the breadth of financial planning services available from BFP, as well as to generate leads. This was the group's first media partnership.
The Telegraph Media Group devised a nine-month multimedia campaign across the whole range of its products and services. A team, led by Matthew Margetts, the head of financial and corporate sponsorship at the Telegraph Media Group, worked with Barclays' media agency, Walker Media.
The premise was that BFP engaged with consumers around teaching them how to approach investment and savings. In offering knowledge of how to manage their affairs, people would see BFP as an "enabling" organisation, as opposed to one just chasing a sale.
The campaign was structured across three integrated elements - advertising (seen as the "drum beat"), content ("amplification" of the message) and direct communication (allowing a "personal dialogue"). The advertising "drum beat" was a series of simple messages across the print and online Telegraph newspapers. Not all the ads were placed beside business and finance editorial; the Telegraph Media team understood that the BFP advertising could have a real impact on readers when they were thinking about property, their homes and families.
Online, more firepower was focused on the Your Money channel, as this was where the activity was concentrated, along with the link to BFP's website.
The "content amplification" consisted of subtly branded features by leading Telegraph journalists, run both in print and online, under the "Snapshot" banner, about how people's financial planning needs change over a lifetime. Each "Snapshot" report was further developed as a co-branded consumer guide, inserted into the Saturday Telegraph Magazine.
The education theme was underlined by a series of planning tools - subscribers could input data to help analyse their own circumstances, giving them a feel for the type of services offered by BFP.
The "personal dialogue" with Telegraph readers was conducted in a range of ways - direct mail, e-mail, outbound telemarketing by Telegraph staff and a personal finance event, led by the Telegraph Personal Finance Team. These all allowed readers to engage directly with BFP.
Compared with pre-campaign, 37 per cent of Telegraph readers are more likely to think of Barclays as trustworthy (81 per cent among those with investments of more than £50,000) and 33 per cent are more likely to state that banking with Barclays appeals to them more than other banks.
The average number of visitors to the Barclays website increased by 467 per cent. More than 70,000 readers said they would seriously consider consulting BFP and more than 21,000 said they had or intended to arrange an appointment with BFP.
"The Telegraph partnership has exceeded our expectations," Nicola White, BFP's senior marketing manager, said. "Our awareness, recall and advocacy scores among the target market prove that the breadth and quality of activities have worked hard for us."
The campaign underlined the potential of newspapers. "We have learnt what can be achieved through deep collaboration from being part of this relationship," Phil Georgiadis, the chairman of Walker Media, said.
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