IMPROVING FINANCIAL LITERACY by BCS FINANCIAL GROUP for BCS FINANCIAL GROUP

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IMPROVING FINANCIAL LITERACY

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Russia
Agency BCS FINANCIAL GROUP
Copywriter Klyuev Kirill
Released August 2012

Credits & Description

Category: Financial Services, incl. Investor Relations and Corporate Finance
Advertiser: BCS FINANCIAL GROUP
Product/Service: ASSET MANAGEMENT
Communication Director: Solodkiy Vladislav (BCS Financial Group)
Head of GR: Anastasiya Barieva (BCS Financial Group)
Head of Retail Marketing Communications: Mikhalchenko Alexey (BCS Financial Group)
Marketing Communication Manager: Selivanoff Dmitri (BCS Financial Group)
Copywriter: Klyuev Kirill (BCS Financial Group)
Media placement: Books - Series Of 15 Books. Ivanov&Mann&Ferber - 01 January 2011
Media placement: Book - Esquire - 01 January 2011
Media placement: TV - Stolica - 01 January 2011
Media placement: TV - Vest/ Vesti Moscow - 01 January 2011
Media placement: Internet - Investcafe.ru - 01 January 2011
Media placement: Internet - Firstnews.ru - 01 January 2011
Media placement: Internet - K2kapital.com - 01 January 2011
Media placement: Radio - Radio Mayak - 01 January 2011
Media placement: Radio - Finam FM - 01 January 2011
Media placement: Radio - Radio Kommersant - 01 January 2011

Summary of the Campaign
Goal: maximum coverage of the target audience

Tasks:
1. To initiate a series of publications
2. Involvement in preparation of press materials leading financial experts - representatives of public organizations, business structures and government
3. Detailed study of each region, to form the separate pool of local media in the targeted cities.

The Situation
Federal advertizing compaign support to increased financial literacy.

The Goal
To formulate the basic tips for Russians to help people use the wide range of financial instruments to improve their welfare.
Target audience; all segments.
Research was provided by the partner of the project Fund of People's Initiative, and was called "Research the causes of low living standards."

The Strategy
1. The official press release preparation and distribution for the launch of the federal educational programme.
2. Additional distribution for regional media
3. To prepare the press release announcing the regional round-tables and its distribution.
4. To organize Round tables with journalists and financial experts from BCS
5. The outcome of the round table press release preparation and distribution
6. Round table press release preparation and placement at the leading local TV
7. Placing news, launching the programme on governmental portals and non-governmental organization websites who supported the project.
8. Sponsorship of special literature production. Writing the speakers preface.

Execution
1. The official press release preparation and distribution for the launch of the federal education programme - 3 days
2. Additional distribution for regional media - 3 days
3. To prepare the press release announcing the regional round-tables and its distribution - 2 days
4. To organize Round tables with journalists and financial experts from BCS - 2 weeks in press centres leading information offices 14 Russian cities
5. The outcome of the round table press release preparation and distribution - 2 days
6. Round table press release preparation and placement at the leading local TV - 2 days.
7. Placing news, launching the programme on governmental portals and non-governmental organization websites who supported the project - 7 days
8. Sponsorship of special literature production. Writing the speakers preface - 1 month

Documented Results
We have reached the audience, the number of people willing to study raised, and as a result, BCS Asset Management sales increase. Well educated people are not afraid to invest in complex financial assets. Brand awareness has increased due to wide advertisement. The sales plan was achieved by the 15th of March (120%), the customers' accounts have increased substantially.