The promotion of the bank and the development of its image is one of the main point of our action plan. In fact we could not really reinvent the banking sector and thus thinking about a new way of promoting our brand and its values would be the best way to bring value to Nagelmackers’ offering.
Our communication plan will be influenced by four aspects : the Nagelmackers’ values, the main objectives we have chosen, the targeting based on our segmentation and our positioning.
As mentioned before, Nagelmackers is really eager to help and support its clients through their entire life and we thus decided to target two different profiles of clients.
First, the “Elites” which are active in the management of their assets and already have knowledge about it. And the other segment we picked is the “balanced”one, made of people who need to trust their bank and do not know a lot of things about finance and asset management.
Our positioning is based on the values shared by the bank and also on its competitive advantage which is the fact that Nagelmackers, as a private bank, offers the same range of services than universal banks.
Given the objectives we fixed, we separated our communication plan in two parts : one aiming at the elites and the other one at the balanced. Our communication should at the same time express the company’s values and the benefits the bank’s services create for our clients.
The first part of our communication plan would be a new advertising campaign on TV, radio and Youtube which would reflect the values of Nagelmackers, then promote the brand as well as its products and end with the slogan of the bank “Personal and Private Bank for Your Everyday’s Life”. It would then reach mostly balanced people but also elite ones.
The Nagelmackers’ values that should be shared are transparency, reliability, sustainability (the bank has been created in 1747), experimented (Georges Nagelmackers created the Orient-Express) but also that the bank is determined to help its customers in their daily life, support them in their projects and to prepare their future and succession.
The second part of our communication plan will be implemented in order to reach people belonging to the elite segment. This would be done by making the Nagelmackers’ LinkedIn page more active and attractive : publishing reports about the current state of the economy, analysis on the financial sector but also promoting the efficiency of the Nagelmackers’ bankers. This page would also promote the Nagelmackers’ Academy to make sure that people are aware that the Academy gives to personal bankers a proper training to be able to manage their relationships with clients as good as possible.
Another way would be sponsoring and making advertising on the TV station “Canal Z”. This could be done by sponsoring a TV program which would allow us to make a small introduction of approximately 5 minutes about Nagelmackers before the TV program starts. This TV station is being watched mostly by entrepreneurs and managers and thus would reach our elite segment.
We also think we should implement a newsletter which will be adapted to each segment. The one for elite people would contain way more details than the other one.
The last point of our communication plan is the organisation of special events such as conferences, walking dinners, etc. in the context of the Nagelmackers’ Club.