Case Study 4 – Commonwealth Bank
This case study is a personal one for Intandem Managing
Director, Scott Reinke, who was at one point the Head of Marketing
Services at Commonwealth Bank.
At the time Commonwealth Bank
had a poor branch merchandising system to adequately display
brochures, posters and run promotions; an ineffective marketing
promotions calendar program; and inconsistent in branch merchandising.
Promotion Objective
To undertake a total national overhaul of over 1300 branch
merchandising and point-of-sale system including “hardware” to
hold and display posters and brochures, and “software”,
a uniform new poster and brochure design, and implementation
of a new
management system for marketing promotions.
Strategy & Execution
An overall national branch design, layout and colour scheme
was established to reflect new branding and repositioning
of the
bank image. The
first complete audit of every branch was undertaken, categorizing
and cataloguing branches by type, size and layout to establish
a system for optimizing the branch merchandising. New “hardware” (for
holding posters and brochures) was designed, built, distributed
and installed in all branches. New posters and brochures
were designed to meet the new branch design and corporate
branding requirements.
A new annual marketing promotions calendar was developed
and implemented.
Results
The new design and marketing promotions system revolutionalised
the look and feel of all branches and improved the
effectiveness of all
branch promotions by at least 20% within the first
few months of implementation. The system that was established
in 1995
is still
in place. |
