Graphic Partners - Halifax Bank of Scotland Case Study

HALIFAX BANK OF SCOTLAND
BUSINESS-TO-BUSINESS MARKETING

Project summary:
Halifax Bank of Scotland's Payment and International Services division (P&IS) offers a comprehensive range of products and services to businesses who trade, or have a desire to trade overseas.

The Bank's decision to focus on this division and truly recognise it as a profitable business stream resulted in a proactive approach to marketing activity for this area. A customer-focused marketing strategy was devised to promote further growth in the business sector.

Graphic Partners worked with Halifax Bank of Scotland to develop and implement the communications strategy.

Objective:
To develop a campaign and creative route to promote P&IS which focused on the customer and the benefits to the customer.

Solution:
In answer to the brief, and to communicate the customer-focused proposition, Graphic Partners created a campaign based on a well-recognised phrase but with a twist that puts it into the context of international trade.

The strapline, "Smile from 'ere to 'ere", simply communicates the satisfaction the customer would receive working with P&IS as well as depicting the global aspect of the division. The campaign communicated the personal, confident services the customer could expect, the business support and the tailormade products and lends itself to various applications and channels of communication including exhibitions, literature, advertising and direct mail.

Benefit:
As a result of the marketing strategy and its focus on customer-service, the Bank has re-launched its portfolio.

www.bankofscotland.co.uk