Corporate Partnerships. Thom Kenrick Head of Community Programmes, RBS

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1 Corporate Partnerships Thom Kenrick Head of Community Programmes, RBS

2 Contents 1. About RBS 2. Context what s a partnership? 3. Case study The Royal Highland Show with The Royal Bank of Scotland 4. Case study Winter at the Southbank Centre with NatWest 5. Summary 6. Q&A 2

3 About RBS

4 RBS in 2016

5 RBS in 2019 By 2019 RBS will be a bank centred in the UK & Ireland targeting 12%+ Return on Tangible Equity from a lower risk franchise 5

6 Context what s a partnership?

7 Context Community investment or sponsorship? Community partnerships and sponsorships dealt with by different teams but remarkably similar considerations Community looks more at the social impact as a primary goal Sponsorship looks more at brand and customer impact as a primary goal What does partnership mean? Patronage philanthropic support; some perks in return Transactional sponsorship X buys you ABC and XYZ (e.g. Gold, Silver, Bronze level packages) Partnership cultural and community partnerships focus on shared initiatives and shared goals 7

8 Core objectives of a sponsorship for RBS 1. Positively influence brand perception 2. Create meaningful brand engagement opportunities 3. Demonstrate our support for our communities 4. Signal strength for the bank 5. Deepen client / customer relationships 6. Create opportunities to improve employee engagement 8

9 Partnership means Focus on shared initiatives and shared goals Tells a story that makes sense for audiences of both sponsor and sponsored Not just a media buy but more of an audience buy we are looking to show that we share our customers and communities interests and passions Delivering something together and both bringing something to the party not one partner serving or delivering something for the other Tailored and bespoke package that works for both parties Responsive to changing needs or opportunities as they arise Right activation by both parties is essential to make any partnership work 9

10 Tells a story that makes sense for both brands The Royal Highland Show and The Royal Bank of Scotland part of the fabric of Scotland The Southbank Centre and NatWest part of the fabric of London The Prince s Trust and NatWest helping the next generation of entrepreneurs to succeed 10

11 Case study: The Royal Highland Show with The Royal Bank of Scotland Part of the fabric of Scotland

12 The Royal Highland Show - The Royal Highland Show is a demonstration of how we play our part in the fabric of Scotland (i.e. continued support of our rural and agricultural communities) Years of the Royal Highland Show which is recognised as an annual celebration of Scottish farming, food and countryside - Royal Bank of Scotland have been partner for 35 years - The show runs Thursday Sunday. - Thursday & Friday are predominantly business/networking days - Saturday & Sunday are family focused days had record attendee figures with 188,449 visitors, including over 30,000 children 12

13 Partnership objectives Brand Corporate & Business customers - Drive customer advocacy by positioning Royal Bank of Scotland as a positive contributor to Scottish culture - Maintain our association with the Royal Highland Show and drive a positive brand impact - Showcase specialist knowledge and sector expertise - Demonstrate appetite for promoting business and creating an environment to build opportunities and cement customer relationships - Highlight customer success stories Personal customers - Engagement with the show audience with exposure for Pigby and our First Saver Account - Rewarding and recognising our customers present at the show Internal - Drive pride and advocacy amongst our staff

14 Targeting our activation We wanted to show the role the Royal Bank of Scotland plays as part of the Fabric of Scotland. This drove the decision to break down our assets and divide them up to ensure best fit over the weekend, to target the right audience on different days The biggest change for us was the shift in focus across the four days:» Thursday and Friday Business focused activity» Saturday and Sunday Family focused activity

15 Thursday and Friday business focused activity 15

16 Saturday and Sunday family focused activity

17 Social activity/reach Activity at the onsite branch was promoted on social media throughout the show We put out a post at the end of each day on Friday, Saturday and Sunday. Sentiment remained very positive throughout due to retweets and favourites with comments being left on the activity. 17

18 Partnership objectives Brand Corporate & Business customers - Drive customer advocacy by positioning Royal Bank of Scotland as a positive contributor to Scottish culture - Maintain our association with the Royal Highland Show and drive a positive brand impact - Showcase specialist knowledge and sector expertise - Demonstrate appetite for promoting business and creating an environment to build opportunities and cement customer relationships - Highlight customer success stories Personal customers - Engagement with the show audience with exposure for Pigby and our First Saver Account - Rewarding and recognising our customers present at the show Internal - Drive pride and advocacy amongst our staff

19 Case study: Winter at Southbank Centre with NatWest Part of the fabric of London

20 Winter at Southbank Centre Southbank Centre occupies a 21-acre site in London s cultural quarter on the south bank of the Thames Southbank Centre is a London landmark and centre, but also has reach beyond London in it s role as a national arts centre Over 80% of visitors to the Southbank Centre live in Greater London Winter at Southbank is annual event to promote Southbank Centre as a top Christmas destination; Winter footfall over 4 million; direct engagement with almost 1 million

21 Partnership objectives Sponsorship Overall Winter Specific Influence brand perception by associating with the organisations we sponsor awareness and key interests of our customers sharing in their passions Positioning NatWest as part of the fabric of London Build brand experiences that drive trust, advocacy and engagement Rewarding customers Demonstrating our support in the communities we serve Front line staff engagement 21 The content of this

22 Brand experience and community engagement On-Site Activation/Brand Experience Presenting partner for all family activity at Southbank Centre NatWest Family Fun Zone live for 9 days targeted to school holidays Family experiences including face-painting, Pigby model-making, magic shows, Pigby and Friends gift of giving treasure trail NatWest sponsored market stall for business customers and partner programmes e.g. Prince s Trust, Entrepreneurial Spark Community Engagement Fundraising via NatWest Family Fun Zone for Evelina London Children s Hospital donations in kind for selected activity Tickets to Evelina London for family show at Southbank Centre Outreach into hospital via messages written in the NatWest Family Fun Zone and hospital workshops/ward visits

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24 Customer activation and reward Customer Benefits/Rewards Scratch and Win instant tickets for Slava s Snowshow, Bump roller disco and Pigby prizes in local branches Customer entertaining via ticketed events assigned to London Board and assigned to Private Special NatWest customer offer for Vintage New Year s event speakeasy bar access for 1 ticketed customer +4 guests Helpful Tips e-newsletter ticket offer for New Year s Eve dinner Exclusive discounts throughout Southbank Centre site show NatWest debit/credit card

25 Customer activation and reward Vintage New Year s Eve event Money-off for NatWest customers across family friendly shops, activities and restaurants.

26 PR & social media PR Launch of Family Fun Zone with Rachel Riley (photo call) Local and business press focused on market stall traders Event coverage in online and print consumer titles (e.g. London Calling) Mummy bloggers event, festive activities for London families Social Media Targeted social media posts to London and commuter belt Facebook carousel ad run General interest posts on NatWest Facebook and twitter Posts on both Southbank Centre and Evelina London Children s Hospital social media channels 26

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28 Reach PR & social 240 Million+ reach across 40 pieces of coverage in key National, Listings, Regional, Family and Blog titles Successful installation launch with celebrity ambassador Rachel Riley 100% of coverage included brand mentions of Winter at Southbank Centre with NatWest Coverage highlights include Mail Online, Time Out and Express.co.uk, Hosted successful Mummy Blogger day for four families 91% of coverage included Evelina London messaging meeting our fundraising awareness objectives 52% of coverage included information on NatWest customer benefits

29 Outdoor and Destination marketing Outdoor & Destination marketing, including branch activation Advert placement in Winter at Southbank Centre programme 30,000 approx. distribution on site Outdoor, digital and press advertising via rights media plan from Southbank Centre includes lock up logo placement in outdoor on-site 4 million footfall and key tube stations; press including TimeOut, Evening Standard and take-overs of Visit London and other online listing sites In branch digital display and posters for 100 branches across London 1,250 scratch cards and family-themed prizes distributed through key NatWest branches in London (25 family ticket prize packs)

30 Outdoor and poster

31 Partnership objectives Sponsorship Overall Winter Specific Influence brand perception by associating with the organisations we sponsor awareness and key interests of our customers sharing in their passions Positioning NatWest as part of the fabric of London Build brand experiences that drive trust, advocacy and engagement Rewarding customers Demonstrating our support in the communities we serve Front line staff engagement 31 The content of this

32 Summary

33 Summary Sponsorships or partnerships are a fantastic way to engage an audience What s the message? Alignment to brand positioning is vital Joint and/or mutually reinforcing objectives drive shared success Engage and activate across multiple audiences and channels to reach customers, employees and communities Take an interest in what the sponsor is already doing and look to provide opportunities for extra value ( leverage ) for other assets Measure success against your objectives Evolve and improve every time 33

34 Thank you Thom Kenrick Head of Community Programmes, RBS