Barclays BankEntrance into the Australian Market

Launch recommendation and Digital marketing plan

(Nikki Johnson, Aisling Graham, Cammy Chow, Alex Catalan)

Live the dream

• Prize pool comes out of overall campaign budget, not digital budget

• We are able to promote a very competitive loyalty program

• Website is developed and optimised for SEO during build. Hence, website is rich with relevant keywords

• Further optimisation and link building activities are conducted by in house SEO specialist

• Management of social media is conducted on a rostered program of in-house staff

Assumptions

Barclays provides financial services to more than 48 million customers in over 50 countries worldwide.

Barclays is made up of two ‘Clusters’: Global Retail Banking and Corporate & Investment Banking and Wealth Management.They offer innovative products and services in the 4 key categories below to meet the needs of its diverse base of customers and clients.

1. Personal Banking 2. Corporate and Business Banking3. Investment Banking4. Wealth Management

About Barclays

Personal Banking Corporate and Business Banking Investment Banking Wealth Management

• Bank accounts, from entry-level through to premier options

• A range of credit cards through Barclaycard

• Savings accounts• Loans• Financial advice• Insurance• Online banking• Mortgages through Woolwich

• Support for businesses of any size – from microenterprises to multinationals

• Online banking• Savings and investments• Card services• Risk management• Access to services from

Barclays Investment Banking and Investment Management portfolio

• Leveraged finance• International trading• Business loans.

• Barclays Capital is the investment banking division of Barclays.

• Barclays Capital provides large corporate, government and institutional clients with a comprehensive set of solutions for their strategic advisory, financing and risk management needs.

• Barclays Wealth is a leading global wealth manager, and the UK's largest.

• Barclays Wealth focuses on private and intermediary clients worldwide, providing international and private banking, investment management, fiduciary services and brokerage.

Global Retail Banking Corporate & Investment Banking and Wealth

Management

Barclays Products & Services

The Barclay vision is to become one of a handful of universal banks leading the global financial services industry, helping customers and clients throughout the world achieve their goals.

The strategy is based on the principles of earn, invest and grow.Supporting this are four strategic priorities:

1. Build the best bank in the UK2. Accelerate the growth of global businesses3. Develop retail and commercial banking activities in selected

countries outside the UK4. Enhance operational excellence

Achieve good growth through time by diversifying our business base and increasing our presence in markets and segments that are growing rapidly.”

Our Business Strategy

Barclays has had a presence in Australia since 1969 through their Investment Banking arm, Barclays Capital, in Sydney.

In the 2008 IFR Asia Awards, Barclays Capital was named Australia and New Zealand Bond House of the Year.

Following this success with their Investment Banking business, Barclays has decided to enter the Australian Market’s Retail Banking space, as part of their path to developing their presence across fast-moving markets around the globe.

Barclays in Australia

Barclays in Australia

Aussie Personal Banking Landscape

Rising Star New Entrant

Cash Cow Dog

• Consumer market• 18-24 yr olds• Male and Female• Interest in travel

Target Audience

• To build awareness through the digital channels on the new credit card and savings plan

• Create an online presence for Barclays• To drive sign up at a cost effective rate• Cross sell of savings plan application

Objectives

Marketing Objectives

Digital Objectives

• Mass market brand awareness of Barclays entrant into the personal banking space

• Primary push of credit card signups

Credit Card Savings Plan

• Annual fee is waived in the 1st year

• Unlimited transfers between Barclays accounts

• Instant access to our loyalty program to enjoy rewards to your favourite holiday location

• For a limited time – Design your own credit card! Reminisce on your favourite holiday moment and place that photo on your credit card.

• Open a savings account and it acts as an offset account for your credit card!

• Access to our financial advisors for saving plans

• Access to the tool on the website to help saving

• Mobile application for transferring funds from saving account to credit card

Product design and offering

PropositionLive the dream

“It’s simpler & easier to

do my banking with Barclays.”

“The products are clear and simple with no hidden

fees”

“Barclays have a fantastic reward program catered

for my travel needs. It’s great

to knowI’m with a

company thatgives back.”

VALUE PROPOSITION:

Rob the Barclays Banker

Credit Card Savings Plan

Value for money Recognition Simplicity

CRITICAL SUCCESS FACTORS

Brand idea

Campaign idea

“They have a range of tools

to help me manage my money and save for my

dream holiday.”

BRANDING ACQUISITON

Find the BARCLAYS BANKERCOMPETITION

Competition clues via Twitter and sms

Barclay Banker’s FB Page

• Competition information• Register to enter competition• Credit Card Application • Savings Cross sell messages

Display Advertising

SEM

Pure Profile Emails

Affiliate Programs

Microsite

Campaign Design

Competition – “ Rob the Banker” $10,000 prize for 5 cities

Creation of Micro site

Social Media – Creation of Facebook page for competition

Digital Marketing Plan

Email – buy email lists from pure profile

Search – focus on credit cards and build lists SEO, SEM

Digital Marketing Plan

Display Media – invest in rich media if funds allow

Mobile - partner with 3 Mobile carrier as their target audience is aligned with Barclay’s target and 3 will use their database to inform of the Competition.

Banner Ads – create a range of banner ads with a 2 tiered approach. One to build brand awareness and one to generate hype around the competition.

Digital Marketing Plan

Banner Ads – create a range of banner ads split between different target audiences to build awareness of the Barclays brand and also for the competition.

Digital Marketing Plan

Jul-10 Aug Sep Oct Nov Dec Jan Feb March April May June

Search

Credit Card $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500

Saving Plan $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000

Website $50,000 $10,000 $10,000 $10,000

Competition

Prizes

Mobile App $10,000 $3,000

Credit card printing costs $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000

Banner Ads $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500

Email Campaigns $2,000 $2,000 $2,000 $2,000 $2,000

Creative Testing $2,500 $2,500 $2,500 2500 2500 2500

Budget

Display banners• CTC & CPM• Tags on microsite• Cookies

SEM & SEO• Monitor rankings in natural search• Google analytics

Email• Delivery rates• Open rates• Click throughs to microsite• Unsubscribes• Forward rate• Time frame for open rate and click throughs

Mobile• Downloads of application

Microsite and Competition • Number of competition entries• Number of Facebook fans• Number of ‘conversations’ – social tracking• Number of unique visitors• Most popular links• Completed registration forms

Tracking

Note:Income per customer in first year is estimated at $3,000 spend* on credit card @ an average industry rate of 12% pa interest = $360 pa

* Reserve Bank of Australia – December 2009 figures

Return on Investment

Activity Cost paNew customers CPA Revenue per customer Net Income ROI

Display 57,000 600 $95.00 $360 $265 2.79

Search 78,000 900 $86.67 $360 $273 3.15

Email 10,000 200 $50.00 $360 $310 6.20

Mobile ap 13,000 300 $43.33 $360 $317 7.31

Microsite 80,000 900 $88.89 $360 $271 3.05

Print costs 12,000 100 $120.00 $360 $240 2.00

Overall 250,000 3000 $83.33 $360 $277 3.32

Questions?

APPENDIX

Appendix A – About Barclay UK retail banking and Barclaycard

• UK Retail Banking Barclays UK Retail Banking is one of Britain’s leading retail banks serving around 15 million UK customers through contact centres, online banking and 1,720 branches. UK Retail Banking builds broad and deep relationships with customers and small business owners by providing a wide range of products and financial services. Through UK Retail Banking, customers have access to current account and savings products, Woolwich-branded mortgages, unsecured loan and protection products and general insurance. Barclays Financial Planning provides investment advice and products; Local Business provides banking services, including money transmission, to small businesses; and Premier provides tailored, relationship-based banking services to affluent customers through dedicated account managers.

Barclaycard Barclaycard is a multi-brand credit card and consumer lending business which also processes card payments for retailers and merchants, and issues credit and charge cards to corporate customers and the UK government. It is one of Europe’s leading credit card businesses and has an increasing presence in the United States. In the UK, Barclaycard comprises Barclaycard UK Cards, Barclaycard Partnerships (Sky Card, Thomas Cook, Argos and Solution Personal Finance), Barclays Partner Finance and Firstplus. Barclaycard also added the Goldfish business to its portfolio in 2008. Outside the UK, Barclaycard provides credit cards in the United States, Germany, South Africa (through management of the Absa credit card portfolio) and in the Nordic region, where Barclaycard operates through Entercard, a joint venture with Swedbank. Barclaycard works closely with other parts of the Barclays Group, including UK Retail Banking, Barclays Corporate, Western Europe Retail Banking and Barclays Africa, to make use of their distribution capabilities.

Appendix A – About Barclay UK retail banking and Barclaycard