maurizio liuti crif communication director bologna – march 11, 2014 università di bologna

Maurizio LiutiCRIF Communication Director

Bologna – March 11, 2014

Università di Bologna

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Maurizio Liuti2

About CRIF

• CRIF is a global company leader in the field of credit & business information.

• CRIF is the first Italian company to be registered as a Credit Rating Agency in the EU.

Bologna, March 11, 2014

As an independent third party CRIF supports and creates value for financial institutions, businesses and consumers.

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CRIF at a glance

4 continents

2,000+ employees and contractors

43 countries

4 datacenters

2,000+ managed servers

2,400 financial institutions worldwide use CRIF services

25,000+ business clients

500+ software installations

250+ million credit bureau scores

11 types of solutions

credit bureau solutions in 15 countries

decisioning and lending solutions

in 24 countries

Projects in 43 countries

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Credit Bureau Platforms

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EURISC is the innovative solution from the CRIF Credit Reporting System, which is available to banks and financial institutions to enable them to respond ever more effectively to credit management needs.

• Italy• Czech Republic• Slovak Republic• Switzerland• Austria• Croatia• Hungary • Russia• Morocco• Bangladesh• Benin• India • Vietnam

Jamaica• Tajikistan

Maurizio Liuti

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New credit bureau for public opinion and media

• Unknown/big brother

• Independent third party

• Positive role for consumers


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Targets and stakeholders

CONSUMERS

CONSUMERASSOCIATIONS

BANKS

OPINIONLEADERS

POLITICAL ENVIRONMENT

REGULATORS

Bologna, March 11, 2014 Maurizio Liuti

INFLUENCERS

MEDIA

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Communication: the last link in the chain (?)


During the implementation of a credit bureau in a country, communication is often considered as the last link in the chain…

but it has a fundamental role for the success of the project!

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Communication strategy in the start up phase

Definition of goals and priorities Scenario and influencer Target segmentation Creation of dedicated communication

strategy and contents for each specific target one 2 one meetings with journalists and

opinion leaders direct management of relationships with key

contacts day by day media monitoring (reputation)


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Integrated communication

Corporate communication Online and offline P.R. Social media Multimedia Advertisment SEA and SEO Events


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What content?

Surveys Observatories and publications Case histories

Numbers, data and figures as supporting evidence


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Online PR: goals

Strengthen an online presence that reflects who we are and what we do

build relationships with all stakeholders (journalists, opinion leaders, market experts, clients, etc..)


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Communication to consumers

GOAL: improve the reputation and positioning of the CRIF brand as an independent third-party and close to cosumers’ needs.

GOAL: share awareness on topics like Responsible lending\ Financial

Health\Overindebtness Identity theft Online security

Bologna, March 11, 2014 Maurizio Liuti

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Communication to consumers

Manuals Video tutorials Credit game Newsletters


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Websites dedicated to consumers

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Integration with social media


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Integration web/social

Mister Credit on Facebook

Consumer services website Dedicated area in the corporate portal

Mister Credit Blog

SEA - Google Adwords

Mister Credit Newsletter

SEOFacebook Ads

Dedicated minisite

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Communication to banks and decision makers


Case histories/experiences Observatories and surveys

Events Newsletters White papers

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Which approach for communication?


SPRAY communication actions to all the different targets and stakeholders, without any segmentation and customization

LASER selected and tailored actions addressed to highly segmented contacts.

In our experience

the best result we

can obtain by using

the SPRAY

approach is to

have our

communications

sent directly to

the SPAM folder!

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KPI

Brand awareness Number of positive articles in

the media Equivalent value/ROI Ranking on search engines

for specific keywords


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Conclusion

• CRIF is working on several different projects at worldwide level with a specific focus on Asia (i.e. Philippines, Indonesia and post-Soviet states)

• What (local or international) sources of information could be used to create indicators or integrated reports on the local credit industry?

• Who should be interested in these countries or project can send an e-mail to me: [email protected]


maurizio liuti crif communication director bologna – march 11, 2014 università di bologna

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