NAGE: Digital Media Network discussion 06 July 2005.
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Transcript of NAGE: Digital Media Network discussion 06 July 2005.
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