PR for the launch of a new bank in Bahrain.

Initial AssumptionsAn effective Corporate Communications / PR Strategy can only be designed if clear program objectives and desired outcomes are established first. In this way we can have the basis for measurement of results. Secondly PR Goals should tie directly to the overall goals of the business program.

PR effectiveness can best be measured if an organization’s principle messages, key target audience groups, and desired channels of communication are clearly identified and understood in advance.

I would start any PR led presentation/approach following a thorough evaluation of the client’s scope, ensuring that we are actually ‘singing off the same song-sheet’.

The assumption in the scenario is that we are not involved with the upfront strategic activity, which would embrace vision, mission, corporate values, positioning etc and a deep understanding of the clients business from a strategic perspective, (which would be part of a more detailed and elaborate approach we would take, when involving Fusion as the preferred PR and Marketing provider to the client).

I have written up a quick checklist that I would expect we would use prior to preparing for any presentation. Should the Client want to involve Fusion from the inception of the company, then the PR input would be significantly more and involve a presentation following development of the below as well, and complete with suggested Logos, Strap-lines etc. This we would recommend due to Fusions integrated communications ability

Basic Information:1. Key Company Details2. Primary Contact Information

Company Background: 1. Services and products the company provides2. Summary of how the company has performed in recent times (if relevant)3. Who the company competes with4. Strengths, weaknesses, opportunities and threats to the company (SWOT)5. Overview of positioning and marketing communications activity in recent times6. Reason for this project (i.e. new company in the marketplace?)

The Company In The Future: 1. Summary of the company business objectives, overall strategy and plan2. What is the company vision? e.g., what does the company want to achieve?3. What is the company mission statement? e.g., how will the company achieve its

vision?4. What are the desired company values?5. How will the company be positioned? e.g., a statement of who the company is, what it does, how this is different to any competition and why it is relevant and

motivating to its target audiences

The Company Target Audiences: 1. Primary target audience2. Secondary target audience (s)3. Current audience perceptions4. Desired audience perceptions

Any Company Prejudices Regarding The Corporate Image: An opportunity for the client to express any specific likes/dislikes and prejudices before development work commences e.g., relative importance of Arabic/English

Timing For ImplementationThe desired timeframe for implementing the strategy.

Budget For Design And ImplementationThe budget allocated for designing and implementing the PR / Communications Strategy.

The next step would be to consider the areas of communication that the Bank needs to focus onBranding (Corporate Reputation)Stakeholder RelationsInvestor RelationsGovernment RelationsCorporate GovernanceCrisis Management

Strategy TemplateTitleBackground Describes Background to organisation / issueSituation Describes the specifics of the issue, what the client wants to

happen. Uses results of above research to support statements.Objectives What the programme is to achieve (can be over-arching with

sub-objectives)Audiences Not just a list, but an analysis of audiences and their

motivations, likely reactions. Uses Stakeholder Analysis tool.Positioning Agreed position “how we/our product/the issue should be

perceived”Key Messages Messages positioning each aspect of the planStrategy Overarching statement(s) on how the plan will work, linked to

research and objectives.Tactics Tactic

AudienceDesired OutcomeWIP (Work In Progress) reports

Timetable Calendar of EventsWIP (Key Management tool)

BudgetEvaluation Usually more than simple “sales of ….” Or column inches. Must

be clear and achievable. Contains reporting mechanisms (WIP).

With the above assumptions in mind, and knowing that I am unable to work through the checklist and template, I can supply a few general thoughts regarding the PR for the Bank Launch. presented and approved.

Initial Launch ThoughtsClient A New Investment Bank Launch in BahrainSituation A New Investment Bank is being set up and launched in

Bahrain. A future intention is to Finance Global projects.Launch PR Identify the approved branding and theme the

launch from it. Develop campaign to the Media and Target

Audiences, using approved Key Messages. Work to get attention with advertising slogans at

venue: i.e. world peace. peace in the middle east. peace of mind with your investment. okay, we can't promise you the first two. (an example only. We must ensure Tone and Manner are appropriate!). -----------------------------------------------------------

Banking. Investment. Trust. Essential Words For Your Financial Security

Examine how we could link the launch of the Bank to something that is current and in the news. Take steps to using current affairs/events as a vector for PR. Invite journalists to ask CEO or Bank management for comment on current issues.

The other thing to look at is investment trends and trend forecasting. Using trend forecasting to craft the launch.

Website work is critical for Global reach. A website should be aligned to Search Engines Internet Investment News and Advice. Also considerably more Financial Trade and Industry Publications are going on-line. Contacts and on-line links need to be generated. Ideally a web presence should be online from Launch date.

Media Coverage of the Event is a must. TV and MENA Newspapers along with Trade Industry Magazines are very important in developing PR. The Event should also include a timeframe for selected media interviews with the CEO and Major Stakeholders. Arrange photo opportunities.

Meet the media programme beforehand. Brief client on media protocol, interests and journalists.

Design OP-ED / Advertorial for selected media. Alternatively work on a feature publication.

Media Kit and Backgrounder to be produced. Media Release on day of Launch. Ensure the Event is “exclusive”. Send selected

invites to potential Clients and Stakeholders. Launch should include someone from either the Royal Family or high in Government.

VIP dinner following launch with key Clients/Stakeholders and dignitaries.

Organise an After Dinner Speaker (celebrity).

Other PR Strategies & Tactics

Utilise research (time willing, focus groups, surveys, etc.) to develop brand strategy, including a name, graphic identity, marketing materials, and a unique identity covering everything from nomenclature to office design

Look for a positioning in the Marketplace … defining the USP, or “what makes this bank unique as opposed to any others?” It could be the potential geographical location for Global Investors, as well as the Bank culture.

Implement a full range of communications to help position the Bank as the provider of effective Financial and Investment advice in MENA region:

Bank e-Letter -- a mix of financial advice, news, and economic information sent monthly by e-mail to clients, opinion leaders, and the media

Bank Forums -- bi-monthly presentations by outside experts on economic and financial market issues of interest to community leaders

Investment Workshops -- Annual working sessions for small groups of clients and prospects to discuss insights on cash management, trends etc.

Quarterly dinner meetings of a business association, hosted by the CEO.

Relationship building with GCC countries Chambers of Commerce.

Look at the positioning of Financial expos around MENA.

Sponsorship of a Business Financial Update on MENA TV stations.

Differentiation must occur on multiple behavior

levers: In this case I would consider the following:

SavingsServicePersonalizationCostsFlexibilityConvenienceSecurity

For each of these factors I would try and differentiate the bank to the target audience.

Find a ‘grab’ for new investors. i.e. Some Banks do indefinite free company checking when opening a new account, and they will run this for 3 months. This may not be appropriate however something of a similar ilk may be.

Sponsorship of an International Event. Brand managers who own (or co-own) the sponsorship rights of an event benefit from a very quick boost on its prominence in the industry. But it must be followed up with quick and targeted post-event marketing communications to drive home the points you made at the event to the individual potential clients that might have been developed during the course of the event.

Ensure all communication channels are covered with planning, such as;

MailE-mail (internal and external communication)InternetTalks, meetings, workshops, conferences, briefingsReportsBrochures, posters, books, videos etc.Newsletters, news sheetsPolicy statementsPaid advertisingNews mediaMerchandiseSponsorship

FYI: The following is another quick checklist I have used before, to look at the Communications Collateral that may be required for a potential new company, and in order to ascertain the scope of work required.

Corporate Identity Logo Typeface Colour Palette Photography/Illustration Style Tone Of Voice Graphic Device/Watermark

Identity Guidelines Corporate Guidelines Manual, Printed Or Web-Based Electronic Templates Logo Sheets and Color Chips Visual 'Voice' Brochure

Stationery And Administration Letterheads + Envelopes

StandardPersonalizedMonarch

Business Cards (Regular & Executive) Compliments Slips Fax Cover Sheet Mailing Labels Large Envelopes Forms - e.g., Purchase Orders Bills / Invoices Checks

for Accounts Payablefor Payroll

Note Pads Employee badge/logo pin Visitor Badge Binders Presentation Slide Formats

Web Sites Internet Intranet Extranet

Marketing / Sales Advertising Template Format Brochure Template Format Direct Mail Template Format

Electronic Presentation Format [Powerpoint etc.] Product Literature Format Broadcast / Video Signature

PR & Other Communications News Release Press Kit Folder Stock Certificate Dividend Cheque

HR Communications Recruitment Material Format Employee Manual Format Employee Publication Mastheads Recruitment ad format

Facilities Signs External Primary Signage Entrance / Door Signage Exterior Directional Interior Directional

Vehicle Livery Cars Vans Trucks

Identity Introduction Launch Brochure Launch Video Launch Advertising Gifts Internal (Hats, Shirts, Ties, Pins, etc.) Gifts External (Lucite Blocks, Pens, etc.)