CHALLENGE
Bankwest engaged CoreData in 2014 to produce the Future of Business series, an annual suite of research reports on topics of relevance to one of the Business Bank’s key client segments – Australian medium sized businesses. The intention was to demonstrate the Bank’s understanding of business, not just banking, through a targeted business content strategy.
APPROACH
CoreData collaborated with Bankwest’s marketing team to set the topics for the inaugural series, which have formed the basis of the series since its inception. The approach had to be multimedia, incorporating research reports, thought-leader pieces from Bankwest experts and EDMs to customers. In 2016, the brief was expanded to include an additional Small Business Report and social media friendly online content such as infographics and animations to support each research wave. The series, which includes the production of four research waves annually, serves as both a customer engagement tool for Bankwest’s frontline staff as well as a media engagement tool.
RESULTS
The Future of Business series is now in its third year and continues to reach new heights, driving the highest number of visits to the Bankwest Insights Hub in 2016; one of the highest open and click through rates for a marketing eDM campaign and has been proactively championed by the Executive Leadership Team through their LinkedIn networks.