pab
consulting
london
rbs/natwest: corporate banking services
case studies
background
the opportunity
corporate banking services (cbs) has responsibility for the mid market through to large corporate and financial institutions providing banking, payment and investment services to these customers. at a mid-market level there are rbs and natwest propositions and for corporate and institutional customers it is rbs only. a small team each had individual responsibility for specific products and services; and their internal communication as well as marketing.
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the solution
developed and implemented marketing and internal communication strategies for travel money business. delivered integrated national campaigns. developed online travel money guide and currency converter to bring customers closer to sale. re-branded rbs and natwest cbs market. developed brochureware, user guides, high profile conferences, exhibitions, forums and charity evenings for global trade services and international cash management.
results
- delivered a 3% uplift in travellers' cheque sales in an otherwise declining market
- increased foreign currency transactions at personal through to wholesale dealing
- integrated the marketing function for the travel money business
- aligned the rbs and natwest brands, publishing comprehensive brand and design guidelines
- relaunched and managed specific sections of rbs website
- managed end-to-end delivery of all internal communications and marketing for a variety of banking services
- project managed mutiple projects to time and budget with demonstrable outcomes.
marketing | internal communications
as this was a permanent position there were many opportunities over the years. pre takeover of natwest in 2000 the opportunity was to develop the rbs brand, grow the corporate bank and increase market share. post takeover there was the opportunity to align the two brands and redefine the propositions for the separate markets and customers. there was also the need to integrate the staff, align the processes and infrastructure of the two businesses and take the combined business to the next level.
