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PR Arena International - Sarajevo, November 17, 2012
Natasa Kuzmanovski, Head of Identity and Communications UniCredit Bank Serbia
Supporting local communities Micro Marketing Budget project
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Local communities vs. HQ
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What is Micro Marketing Budget?
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In 2010, Micro Marketing Budget project was with the following goals:
Become integral part of local communities
Build closer relationships with customers and local authorities through donations and sponsorships of
important for the local communities
Get to know the customer and their needs directly
Demonstrate that we care about customers and show that things which are important for them are of same
importance to us
Promote tourist offer of local communities
Help communities in preserving local tradition and heritage
Contribute to improvement of educational conditions in schools and municipalities
As a leading European bank, we are dedicated to the development of the
communities in which we live, and to being a great place to work.
In accordance with one of the main pillars of our Group Mission and Brand positioning we want to get closer to localcommunities in which we operate.
Based on proposals from the branch network regarding activities in local communities, each year special budget
(Micro Marketing Budget) is allocated for these initiatives. These initiatives are proposed and budgeted at the
beginning of the year.
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Project communication effects
Developing long termand sustainablerelationship with local
communities and branchpromotion on local level
Strengthening banks
local and nationalpresence and reinforcingcommitment to localcommunities through
customer centricapproach
Promoting localcommunities and
preserving nationaltradition and heritage
pioneering andencouraging otherorganizations to
participate
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Our Micro Marketing Photo Story in 2010 and 2011
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Micro Marketing Budget Project 2012
Subotica
Street Volleyball
Tournament
Belgrade
Bosko BuhaTheatre
Sombor
Sombors
Kettle
Smederevska Palanka
Donation of ultrasonic
apparatus for Maternity
ward
Sremska Mitrovica
Piccolo swimming
meet Negotin
Mokranjac
Days
Kragujevac
Production of thetourist brochure
Zajecar Days of
Zoran RadmilovicPrijepolje
Touristmanifestations
Limski darovi
Vranje Boras
Theater Days
Ub
Amateur Theatre
Festival
Activi ties supported also 2011
Activi ties under the Micro Market ing Budget 2012
Number of activi ties: 12
Period of execution:April to November
2012
Purpose: Strengthen local communities
through projects that improve each livesof citizens in each of these communities
Communities involved: Subotica,
Sombor, Beograd, Sremska Mitrovica,
Novi Sad, Prijepolje, Smederevska
Palanka, Kragujevac, Negotin, Zajecar,
Ub and Vranje
Areas of sponsorship: Culture, Health,
Sport, Gastronomy and Education.
Overview
Novi Sad
Old-timers
showcase
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Project overview: April November 2012
Major local initiatives overview
City: Subotica
Event name: UCB Street Volleyball Tournament 2012
Traditional Volleyball Tournament for children
City: Zajecar
Event name: Days of Zoran Radmilovic
National Theater Festival dedicated to the actor born in Zajear, during which theater plays
are showing in his honor.
City: Vranje
Event name: Boras Theater Days
National Theater Festival dedicated to the writer Bora Stankovic born in Vranje, during which
theater plays are showing in his honor.
City: Smederevska Palanka
Event name: Donation of ultrasonic apparatus for Maternity ward
Donation to support raise funding for local maternity ward to purchase urgently needed ultrasonic
apparatus.
City: Negotin
Event name: Mokranjac Days
Festival organized at the national level, presenting the international and local performers of
classical music
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Supporting Maternity ward
Steps undertaken
Identification of local need and based
on proposal by local branch
Initial donation made
Opening of special account for
donation
Partnering up with other organizations
to support B92 Fund
PR support stories and press
release
YOU ALWAYS HAVE
TO BE ALERT
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What happened?
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Steps undertaken
Donation to the theatre renewal
Continued sponsorship o f Boras
Theatre Days (held in October 2012)
Opening of special account for
donation
Promotion of initiative and call for
donations through the network
Strong PR support to engage as many
individuals/companies to get involved
Press conference
Interviews
Stories
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Support to the renewal of Theatre in Vranje
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THANK YOU!
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