NAGE: Digital Media Network discussion

06 July 2005

2

Agenda

• Introductions All

• PART I: A quick guide to Digital Media Networks BT / DV

• PART II: The opportunity for NAGE BT / DV

• PART III: Practical steps to move to implementation All

• PART IV: Next steps All

3

Introductions

• NAGE team

• Black Hole team

• BT / DV team

PART 1

Digital Media Networks

‘An Overview’

5

Digital Media Networks – An Overview

• Tailored measurable visual communication platform

• Highly flexible, dynamic targeting to audience & environment

• Wide range of benefits: matching content to business needs

• Complementary medium fully leveraging other marketing & communication strategies & assets

• Total cost of ownership that allows strong ROIs

6

DMNs – An Overview (2)

Key principles & rules for success

• Content is king:

• Match content to audience & environment

• Engage, entertain, inform & create communities

• Complement other media (higher impact & lower cost)

• Clear communication agenda:

• Match network “channels” to business owners

PART II

Indicative Opportunities for NAGE

8

The Opportunity for NAGE

• Content to illustrate:

1) Branch choreography – ‘content funnel’

2) Attracting consumers into branches

3) Branch orientation – ‘empowering customers’

4) ‘Helping You at Your Pace’ – customers feeling in control

5) Day-parting: change message for customer mix

6) Product briefing at customers’ own pace

7) Staff Training: awareness of direct channels

Branch Choreography – Content Funnel

10

Attracting Consumers into branches

11

Branch Orientation – empowering customers

12

Helping You at Your Pace - customers feeling in control

13

Day-parting: change message for customer mix

14

Day-parting: change message for customer mix

15

Staff Training - awareness of direct channels

PART III

Practical Steps for NAGE Implementation

17

NAGE – Network & Channel strategies Start with modest agenda, knowing that can be expanded

• Network proposition : strong direct engagement with customer

• 3 Channels initially:

• Channel 1: Customer awareness of NAG direct channel strategies

• Channel 2: Customer awareness of specific products & services

• Channel 3: NAG branding in-branch & leverage brand investment

• Possibly Channel 4:

- Staff training on customers, products & brand

- Staff change management & other key internal comms

• Possibly Channel 5: local branch agenda (community, manager)

• Support with integrated research & full data access

18

NAGE – Branch Choreographyi) BRANCH LAYOUTS

• Full surveys required so indicative thinking for now

ii) CONTENT FUNNEL:

• Attractor screen – external facing

• Inviting customers into branch, leverage brand media, promote NAGE USPs

• 2 Narrowcast in higher footfall areas

• Give customers control & confidence

• Q area: entertain, inform, leverage brand assets

• Waiting area: entertain, lifestyle, products & services, direct channels

• 2 1-2-1 Screens: Consumer private time:

• Information about products & services: and

• NAGE direct channels

19

NAGE - The Branches

• 40 to 50 top branches; which?

• Which brand (Clydesdale or Yorkshire or both?)

• New branches moving south? New IFS centres? “Old estate”?

• Branch footprints & key data needed: review & discuss

• Branch design plans

• Footfall, mix of customers, product volumes & mix

• What research & data sources available?

20

NAGE – Media assets

• For each channel & for overall:

•Which media assets?

•How created?

•How managed?

• Interplay with Black Hole & NAGE team?

21

NAGE - Infrastructure

• End to end provision

• Provided under service level guarantee

• Utilise NAGE / BT upgrade programme

• Utilise existing NAGE / BT contract framework

NAGE - Success Criteria & Measurement

Strong ROI benefit Measures

Consumer awareness: - Direct channels - Brand values / campaign- Products & services

Consumer experience: - Informed- Overall satisfaction

POP: - Compliance- Cost efficiency in distribution

Staff awareness - Brand values- Products & services

All the above lead to stronger brand and sales

Indicative Costs:

Indicative quote for 6 month 10 branch pilot with base level research: £250k +

Indicative quote for 3 year 50 branch deployment: £200 per branch/week

23

Project Team & Activities • Team:

• NAGE

• BT

• DV

• Activities

• Commercial aims & overall timelines

• Branches

• Content strategy & creation

• Content scheduling

• Network design

• Measurement

• Project management

• Ongoing review & improvement

PART IV

Next Steps

25

Next steps

• Detailed actions from today: All

• Detailed working session All

• Presentation to other stakeholders? Project team

• Draft contract BT

• Implementation All

• A O B