Over the last several weeks we've put a spotlight on our ambition to be the UK’s main provider of cash services – looking specifically at our banking services.
Postmasters and branch teams are seeing the potential of banking services to their communities and in the recent months have asked us to do more to raise awareness.
We are pleased to report that we have been progressing on our joint agreement with UK Finance - and next week our external marketing campaign begins. Here we explain more about the campaign, and later this week we will give you an exclusive preview so you can see it here first.
About the campaign…
When will the campaign run?
The external campaign launches on 1 October and will run throughout the month.
The campaign has been timed to coincide with in-branch campaign which launched w/c 17 September.
Where will people see the campaign?
The external marketing activity initially includes a pilot campaign in two regions - North West England and Scotland. We have chosen these locations as both these areas have had the highest volume of bank closures. It’s important that we test and raise awareness in these places first.
For North West, the campaign runs in the geographic range of over 1,000 branches and covers areas such as Carlisle, Manchester, Kendal, Liverpool, Oldham, Bolton & Wigan, Blackburn, Crew & Warrington, Blackpool, Altrincham & Macclesfield, Chester, Southport, Birkenhead, Shrewsbury, Stafford & Stoke On Trent. Here we will be testing outdoor roadside and bus shelter advertising, as well as radio.
In Scotland, we’re in Dumfries & Galloway, Ayr, Carrick and Cumnick County, and we will be in local press and there will be door drops too.
What do the campaigns look like?
The campaign strapline in both regions will be:
- Bank at your local Post Office
Can I see the campaign?
Yes - we want to give our postmasters and branch teams a chance to see it first before it's shown to the general public. Please visit One website at the end of this week for an exclusive first look at the Press advert.
What happens after the campaign ends?
After the campaign is complete, we'll undertake a thorough review to understand which has raised the most awareness, and see if it generated more visits to the branches in the areas. This will then help determine the next steps for the marketing campaign.
What else is happening to promote banking?
The above campaign is one part of the agreement with UK Finance – you can read more here. In addition, we will continue to work with government ministers to arrange branch visits to the communities most impacted by bank closures, and raise the profile through the media and consumer websites, such as Money Saving Expert.