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Department strategy

• Choosing different set of activities to produce unique mix of value.

• Strategic positioning by tailored set of activities that make it work

• Simple fit among activities and consistency between each activity and the

overall strategy of the CMA

• Creating compatible themes, tones and quality across all communication

media to prevent unnecessary duplication of work across functions

• Strategic fit is fundamental to the sustainability of the competitive

advantage

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Positioning, Target Audience and market

6/5/2013

• Access based positioning which segments target audience who

are accessible in different ways by choosing different set of

activities to reach them

• Segmentation:

• Geographical: local, regional & International

• Demographical: age, life cycle, gender & social class

• Psychographic-al: action, interests & opinion

• Behavioral: unaware, resister, occasional, potential and loyal

• Target market:

• Full Market

Communication strategy

• Define the target audience for each activity

• Create the right content for each target audience and the right

communication channel

• Changing Consumer landscape

• Communication mix (traditional and digital, Int’l & Local)

• Access-based positioning

• Stages of integration communications

• Strong Brand (shape expectation)

• Viral marketing

6/5/2013

Population of Saudi Arabia

• The population of Saudi Arabia on January 1st 2011 is approximately 26,534,504

• Includes 5,576,076 non-nationals

• 90% Arabs

• Age structure:

– 0-14 years: 29.4% (male 3,939,377/female 3,754,020) 1.05 male(s)/female

– 15-64 years: 67.6% (male 9,980,253/female 7,685,328) 1.29 male(s)/female

– 65 years and over: 3% (male 404,269/female 368,456) (2011 est.) 1.08

male(s)/female

– total population: 1.21 male(s)/female (2012 est.)

• Median age:

– total: 25.3 years

– male: 26.4 years

– female: 23.9 years (2011 est.)

• Country comparison to the world: 46

Urbanization & Literacy

• Saudi Arabia area: approximately 2,149,690 km2 (830,000 sq.

mi),

• Urbanization:

– urban population: 82% of total population (2010)

– rate of urbanization: 2.2% annual rate of change (2010-15

est.)

– Population density (14 person / sq. km) 2010

• Literacy:

– definition: age 15 and over can read and write

– total population: 78.8% (illiteracy mainly among elders)

– male: 84.7%

– female: 70.8% (2003 est.)

Population distribution

• Riyadh 6,500,000

• Jeddah 3,900,000

• Mecca 1,800,000

• Al Medina 1,600,000

• Dammam 1,300,000

• Tabuk 800,000

• 60% of the population in the major cities

Public Awareness

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Investor Awareness

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• 14 guides to raise awareness

• Smart investor magazines

• All being translated: Capital Market Law and

Regulations, Corporate Governance Booklet,

Financial Investments and Stock Markets, Guide

for Investment Terminology, Guide for retirees

Investment, Guide for those who Deal with the

Securities Disputes Litigation Bodies, How to file a

complaint, information and its Sources, investing in

the Stock Market, Investment Funds, Investment,

Reading the Financial Statements, The Guide for

Young Investors and Shareholder’s Guide for the

General Assembly Meeting. (how a shareholder can

best exercise his rights).

• Announced and published in the media

(editorially and commercially)

• TV ad to refer viewers to our materials

and sites

Roadshows 2010 & 2011

The awareness campaign which targets

all investors of all levels was done

through several Road Shows in

shopping malls and colleges across

the regions of the Kingdom. It lasted

for three months in 2010 and 2011

•Media coverage

هيئة السوق املالية تدش وعرضها التوعوي املتقن.. اليو

135 ألف زائر ملعارض هيئة السوق املتقمة

135 ألف زائر ملعارض هيئة السوق املالية التوعوية ووقعا 12املتقمة يف

682 ألف زائر ملعارض هيئة السوق املالية التوعوية يف وديةالتوعوية 18

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Corporate Governance Symposium Example for CMA events

• The Corporate Governance Symposium

was held on February 9th 2010. During

four sessions, CMA discussed the

mechanisms of corporate governance in

light of regional and international

developments in collaboration with

Swedish Trade Council.

• Corporate Governance Symposium Website (http://www.cma.org.sa/cgd/ar/arindex.html)

•Media coverage:

هيئة السوق املالية تظي دوة حوكىة الشركات يف فرباير

هيئة سوق املاه تاقش آلية حوكىة الشركات العائمية األسبوع املقبن

هيئة السوق تظي دوة ع حوكىة الشركات

هيئة السوق املالية السعودية تظي دوة ع حوكىة الشركات

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Exhibitions

• Throngs of visitors had visited the Capital Market

Authority’s stand at the Riyadh International Book Fair

which ended recently. CMA had offered copies of its

awareness booklets as well as copies of “The Smart

Investor” magazine, which targets children. In addition,

published material and compact discs and of CMA’s rules

and regulations were provided free of cost. According to

statistics from the Ministry of Culture and Information, the

organizer of the book fair, this year’s visitors exceeded

three million. CMA’s stand at the book fair, set up by the

Media & Investor Awareness Department, is part of its long-

range strategy to create more awareness among investors

in the market by enlightening them about CMA’s rules and

regulations.

•Media coverage

هيئة السوق املالية تشارك ظاح ملطبوعاتها يف وعرض اللتاب الدولي

70 ألف زائر جلاح هيئة السوق مبعرض اللتاب بالرياض

70 ألف زائر جلاح هيئة السوق املالية يف وعرض الرياض لملتاب

70 ألف زائر جلاح السوق املالية باملعرض الدولي لملتاب

6/5/2013

Training Program

• The department set up 9 workshops (2008-

2010) for local journalists of the financial

sector (males and females separately). The

workshops included sessions on the basics of

economics and financial markets. It also

included a session on CMA’s roles and

responsibilities.

• The lecturers were all specialists in

economics, finance and media in order to

cover all areas in Arabic to help journalists

understand our role and have a positive

effect on the message they deliver.

6/5/2013

Media coverage هئة السوق المالة تنظم دورات تدربة لإلعالمن

هئة السوق المالة تنظم الدورة التدربة الثانة لإلعالمات

هئة السوق المالة تنظم الدورة التدربة الثالثة لإلعالمن

تبدأ الوم بمدنة الراض هئة السوق المالة تنظم الدورة التدربة الرابعة لإلعالمن

Nas Air

• CMA made a deal with Nas Air

Company to distribute the

investor awareness booklets and

the “Smart Investor” magazines

on all travelers on its international

and local flights starting January

1st 2010. The same activity took

place in 2009.

6/5/2013

Media Coverage ناس»مطبوعات هئة السوق المالة على طران»

( ناس)مطبوعـات هئة السوق المالة التوعـوة على رحالت

المحلـــة والدولـــــة

المحلة " ناس"مطبوعات هئة السوق المالة التوعوة على رحالت

والدولة

ناس»التوعوة على رحالت « السوق المالة»مطبوعات»

http://intranhttp://intran

Airports

• Within the efforts of the Media & Investor

Awareness Department to reach all

segments in different regions of the

Kingdom, stands displaying all investor

awareness publications were presented in

airports such as: King Khalid International

Airport in Riyadh and King Fahad

International Airport in Dammam.

6/5/2013

Train Stations

• CMA participated by putting a stand

displaying all investor awareness booklets

as well as the “Smart Investor” magazines

in the Train Stations in Riyadh, Dammam

and Ahsa’a.

6/5/2013

Weekly Page for CMA in “Al Eqtisadiah” Newspaper. Now In AlSharq

• CMA started to publish a

weekly page (every Monday)

in “Al Eqtisadiah” newspaper

as of January 3rd 2011. It

aims to spread awareness

among investors in the

Capital Market whether they

were actual or expectant

investors.

• The page titled “Investment

Awareness” , prepared by the

Media & Investment

Awareness Department,

includes an explanation of

the Capital Market Law and

its Implementing Regulations

6/5/2013

Media coverage 1العدد رقم

2العدد رقم

3العدد رقم

4العدد رقم 5العدد رقم

Corporate governance & continuous

disclosure workshops

• Listed companies compliance officers (how to best

write a Board of Director Report) – 5 workshops in

Riyadh, Jeddah and Dammam January 2011

• Corporate Governance by Institutional investor for 2

days in Riyadh, March 2011(organized by CMA,

OECD and GCCBDI).

• 7 Workshops For The Compliance Officers in Listed

Companies

• Media Coverage

• http://www.alwatan.com.sa/Economy/News_Detail.aspx?ArticleID=36768&CategoryID=2

• http://www.al-jazirah.com.sa/20110110/ec10d.htm

• http://www.aleqt.com/2011/01/10/article_489631.html

• http://ksa.daralhayat.com/ksaarticle/240864

• http://www.alnadwah.com.sa/index.cfm?method=home.regcon&contentID=2011030597998&display=1

• http://www.okaz.com.sa/new/Issues/20110305/Con2011030540

3913.ht

• http://www.alriyadh.com/2011/03/21/article615626.html

• http://www.albayan.ae/economy/companies-businesses/2011-03-21-1.1406064

• http://www.aleqt.com/2011/03/21/article_517195.html

6/5/2013

Social Media

• The Media & Investor Awareness

Department seeks to diversify the media

channels available to those who benefit

from CMA’s services and the traders in the

financial market. It works continuously to

open new channels for its awareness

messages to reach all those interested.

• In that regard, MIA started a new step in

communicating to the public by using the

techniques of social media (Facebook, You

Tube and Twitter) to deliver the message in

accordance to CMA’s strategy and vision.

.

6/5/2013

Media Center

6/5/2013

إطالق قاة اهليئة اإلللرتوية

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Smart Applications

(Mobile Applications Excellence Award in the Middle East 2013)

The Smart Investor Program

• It is a financial awareness program that aims to promote a culture of

sound financial practices among children in the Kingdom

• children are the highest age group among the total population

• Our mission is Transform the sound rules of financial transactions

into interactive materials.

• School Program: The Idea is to present some awareness programs

fit for students of elementary and intermediate schools within the

extra curriculum activities. (Teacher Toolkit)

6/5/2013

The Program Objectives

• Strategic Goal:

– Build a financially aware generation and prepare them to interact

positively with the society in regard to financial transactions.

• Behavioral Goal:

– Introduce the children to financial management principles,

investment and savings.

– Instill the ethics and values in children in all that is related to money.

• Knowledgeable Goal:

– The application of smart consumption rules and find new ways to

save and invest.

– Introduce the children to the related bodies in financial transactions

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6/5/2013

Smart Investor program

Intensive program for the early generation:

• Smart Investor Publications and games

• Smart Investor website and social media

pages.

• Schools awareness program. (teacher

toolkits)

• General awareness program.

• Media awareness program.

• Smart Investor Ambassador Program

• Surveys

6/5/2013

:املشروع يف اإلعال

شكرا من أوالدي.. هئة السوق المالة

المستثمر الصغر

هئة سوق المال تخاطب الصغار

مستثمر وذك

لنتفاعل مع أنشطة التوعة

المستثمر الذك

(المستثمر الذك)هئة السوق المالة على .... شكرا

(المستثمر الذك )ف عالم فقد الذكاء

Content review

6/5/2013

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Financial games (in cooperation with VISA

International)

6/5/2013

www.smart-investor.net

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Global Money Week

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International Day for Children

• Culture and Information

Minister Abdul Aziz Khoja

visited the Capital Market

Authority’s stand set by its

Media and Investor Awareness

Department in King Fahd

Cultural Center in Riyadh. It

was a part of the International

Day for Children activities held

between Nov.28 and Dec.2,

2010. The stand offers visitors

all of CMA’s publications

(implementing regulations and

awareness booklets), as well

as issues of its new publication

for children "The Smart

Investor".

6/5/2013

Media Coverage

جناح توعوي لهئة السوق المالة ف -صحفة اإلقصادة

مهرجان الطفل

http://intranhttp://intran

Charity Committee for Orphans Care

• Within the efforts of the Media &

Investor Awareness Department to

reach all segments, it contacted the

Ensan Committee (Charity

Committee for Orphans Care) to

distribute CMA’s publications on the

children. Especially the “Smart

Investor” package that was recently

designed for children.

6/5/2013

King Abdul-Aziz’s Summer Club in

Namas

• The Media & Investor Awareness

Department, within CMA’s efforts to reach

students of all ages, sent a collection of the

Awareness booklets and magazines to King

Abdulaziz’s Summer Club in Namas.

6/5/2013

Al-Manahil Center

• Within the efforts of the Media & Investor

Awareness Department to reach all

segments, a visit was paid to AL Manahil

Center located in the Diplomatic Quarter in

Riyadh to distribute CMA’s publications on

the visitors (Women and children). The

“Smart Investor” package for children was

distributed as well.

6/5/2013

Schools of Riyadh & Jeddah Regions

• Within the efforts of the Media & Investor

Awareness Department to reach all

segments, CMA contacted the officials in

Riyadh Schools in Riyadh and some

schools in Jeddah to distribute the

publications on students in the Primary

school. Especially the “Smart Investor”

package that was recently designed for

children

6/5/2013

Youth Education

6/5/2013

Principles of Economics Course

• As a part of the MIA Department’s efforts to

reach all levels of the society and especially

the youth group, an informative section was

added in the course named “Principles of

Economics” for the Second Secondary

Class titled “Financial Investments and the

Stock Markets”. Started as part of the

economic principles book in the academic

year of 2010-2011 after the coordination

with the officials if the Ministry of Education.

6/5/2013

The Smart Investor Ambassador

Program

6/5/2013

• The Role of the Smart Investor

Ambassador in Spreading

Financial Awareness:

• Introduce the program and its

objectives to his community

• Present a lecture or an

interactive activity in relation to

financial literacy

• Distribute the Smart Investor

magazine

• Participate in the Smart

Investor website and social

media pages

Smart Investor Program Report in 2012

6/5/2013

City م

العدد

schools audience Number of packages

1 Riyadh 109 5,600 5,950

2 Eastern Province 14 384 400

3 Aflaj 4 150 200

4 Hafer Baten 18 240 300

5 Qassim 23 175 250

6 Medina 20 375 400

7 Yanbu 9 630 700

8 Tabuk 16 730 750

9 Jouf 10 337 350

10 Ha’el 12 287 300

11 Ehsa 31 373 450

12 Khamis 5 492 520

1 SM Ambassador 4 454 500

Total 292 10,236 11,070

Events according Cities

6/5/2013

المدينة م

الفعاليات# of

days Visitors

Caravan Exhibition Show Lectures Subscription

1 Riyadh 3 7 5 6 1 78 2554952

2 Khubar 1 1 20

3 Jeddah 1 30 565000

4 Ehsa 1 1 1 28 402350

5 Yanbu 1 1 500

6 Qassim 1 1 3 3050

7 Kharj 1 2 1000

8 Ha’el 1 2 1200

Total 7 9 6 9 1 145 3528072

Challenges

Strategic:

The absence of a complete national strategy for financial awareness in the

Kingdom

Typical early learning system in governmental schools

The banking system in regard to opening accounts for those under 18 years old

Most of the decision makers in the country are not convinced of the importance

of financial awareness in children

Geographic:

The Kingdom’s many regions and the large geographic scope for awareness

Social:

Variation in the national income per person in the Kingdom

Lack of the work culture among many families

The inferior look at professional work

6/5/2013

What is Next for the Smart Investor

• Virtual & real banking products and services (financial inclusion)

– National Program for assisting job-seekers

– Public education (collage level)

• Smart Phone applications for the smart investor program

• TV episodes (series)

• Sign Language

• Private sector alliances and sponsorship (more)

• Smart investor ambassadors (students)

• Public touch screens LCDs in public library and children science and

technology oasis and neighborhood clubs (done)

• Working with other ministries to create conjoint national Strategies for

child and youth financial education

6/5/2013

6/5/2013

Thank you