ENHANCED SAFRA MEMBERSHIP CARD

POSB-SAFRA AFFINITY

Card Launch

Objectives• To increase the value and distinctiveness of SAFRA-POSB

Membership ALL-IN-1 card

• Top-Of-Mind as the only leading bespoke for NSmen All-in-1 membership cum credit/debit card, reinforcing the position as a privilege and a recognition for NSmen’s contribution for Greater National Defence

• To induce conversions, new sign-ups and renewals from the NS45 Benefits Initiative

Outcome• Retention : 50% Eligible Members

100,000 Members

Target AudiencePrimary

• A) Existing Members

- Active National Service Men- NSMen completed f/t NS- Serving f/t NS- 18 years to >50 years of age- Ex NSMen/Professional Male - Single and Married

Secondary• B) New Members

Event Concept and Flow

Key MessagesThe Preferred All-In-1 Membership Card

Exclusively for NsmenRecognising Nsmens’ contribution to

Greater National Defence

MEDIA EVENT

Consumer Engagement Programs

Membership Acquisition/Retention

Membership Profile

Membership Base : 500,000

Principal 90% Dependent 10%

Age Quantity in % Principal Dependent

Below 20 10% •

20 – 29 27% •

30 – 39 23% •

40 – 49 22% •

50 and above 18% •

Membership Expiration

Membership Base : 500,000

Card Expiration Quantity in %

2014 43%

2015 9%

2016 18%

2017 6%

2018 6%

2019 3%

2020 and beyond 15%

Value Proposition• A One-Stop Convenience Membership Card cum

Credit/Debit Facility with C-Pass and Nets/Flashpay Transit Services

• Earn up to 5% Cash Rebates from a myriad of benefits & privileges on all groceries & online purchases

Market Positioning

To be the Preferred All-in-1 Convenience Card cum Credit/Debit Membershipexclusively for NSmen

in recognition of NSmen’s Contribution

Emotional ConnectionOnly NSMen (The Men) Get It!

(Feel good-factor)

“WOW” Factor

• Brotherhood• Band of Brothers• Building Bonds and

Camaraderie

POSB-SAFRA AFFINITY CARD

Credit Debit BasicRetains Membership• By Choice • Does not meet

credit criteria

Not Eligible for Credit Facility• No minimum

income• Has POSB a/c

Eligible for Credit Facility• Min. $30k

income

Application Form + IC + Ordinary A – NS Booklet / Certificate of Conduct/Service/ SAF Smart Card / 11-B or Payslip + Ordinary B – Letter of Discharge of NS Liability

New Card-faces to be unveiled

Total Budget Allocated$300k

Media Launch$50k

Early Bird Incentive

$50k

Other Incentives

$200k

Action Plan

Media AnnouncementTargeted Date is September

PR/Comms to advise on publicity channels

Prelaunch: Target AudienceMembers Expiration Profile on 31 March 2014

Number of members expiring on 31 Mar 14 : 243,000 Breakdown• Ordinary A : 130,000(micro clubs? interest groups?

benefits)• Ordinary B : 90,000 (family activities and benefits)• Life : 4,000 (secondary)• Associate : 4,000 (secondary)• Spouse Dependents : 8,000 spouse promotions• Junior Dependents : 7,000

Pre-launch : Special InvitesDec 2013: Priority InvitationTarget to Existing POSB customers 1. Online Application – Dynamically-designed EDM-Invites 2. Offline Applications – Die-cut designed Invitation Cards/Letters• 1st Batch (Active NSMen by Age) Enjoys Free 2 year membership + Free Sports Watch• 2nd Batch (Ex NSMen) Enjoys Free 2 year membership + Luggage• 3rd Batch Enjoys Free 2 year membership + GPS

Budget

$50k

1 Month Promotion

Official Launch Jan 2014: Early Bird PromotionTarget 1st Tier - Existing Members - New POSB customers 2nd Tier- New Members – Existing POSB & New POSB1. Online Application – Dynamically-designed EDM-Invites 2. Offline Applications – Die-cut designed Invitation Cards/Letters• 1st Batch (Active NSMen by Age) Enjoys Free Fuse membership + x• 2nd Batch (Ex NSMen) Enjoys Free Bitez membership + x• 3rd Batch Enjoys Free MovieMax membership + x

Budget

$250k

To be ready with new card-face design in December

Booths @ Clubs

To Create awareness Drive applications

SAFRA BoothBannersStandeesPostersGlass StickersPillar Wrap

Marketing Tools

COLLATERALS

To be printed with new card-face designSales KitApplication Forms (w declaration) Benefits Brochure Q&A on renewalWelcome Pack for Infinity Card

Online Recruitment Drive FACEBOOK /M1 / Blogging/ WebsiteSAFRA-POSB Utilized the power of star blogging to create buzz about the

Media Launch Online forum for Safra members to share tips of what makes

the Safra D club to join? Add Online Link to Forward to friends to register online for

Media Launch to increase database

Online Recruitment Drive Blogging on FABS Dedicated blog on an ordinary NS bloke (like Mr Miyagi), blogging about

his experience on SAFRA clubhouse and subtly hinting about the Media Launch to draw more attention to SAFRA’s facilities.

Online forum for SAFRA members to share tips of what makes the Safra experience a valuable club membership?

Add Online Link to forward to friends to register online for Media Launch to increase database.

Members who refer friends who sign up successfully for the New Enhanced Card will be entitled a waiver of 2 years membership fee *Offer ends day before Official Launch

Suggestion

Online Recruitment Drive EDMs DatabaseExisting Members EDMs on Enhanced Card Launch to increase database to

recruit attendees for launch and opportunities to drive early bird membership sale.

Refer Friends to sign up online Add Online Link to Forward to friends to register online for

Media Launch to increase database

Outdoor /In-Store Recruitment@ ALL Clubs

Roadshows• Drive Membership sales with invites for the

unveil of SAFRA-POSB card• Promoters to redirect potential customers to

nearest Clubs for the unveil of ALL-IN-1 MEMBERSHIP CARDs

Sustained CommunicationsEditorial in NSMan BTLs (To be discussed with PR&Comms)