Cannes Lions

ASSET MANAGEMENT

BCS FINANCIAL GROUP, Moscow / BCS FINANCIAL GROUP / 2011

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Overview

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Overview

Description

Goal: maximum coverage of the target audienceTasks:1. To initiate a series of publications 2. Involvement in preparation of press materials leading financial experts - representatives of public organizations, business structures and government3. Detailed study of each region, to form the separate pool of local media in the targeted cities.

Execution

1. The official press release preparation and distribution for the launch of the federal education programme - 3 days2. Additional distribution for regional media - 3 days3. To prepare the press release announcing the regional round-tables and its distribution - 2 days4. To organize Round tables with journalists and financial experts from BCS - 2 weeks in press centres leading information offices 14 Russian cities5. The outcome of the round table press release preparation and distribution - 2 days6. Round table press release preparation and placement at the leading local TV - 2 days.7. Placing news, launching the programme on governmental portals and non-governmental organization websites who supported the project - 7 days8. Sponsorship of special literature production. Writing the speakers preface - 1 month

Outcome

We have reached the audience, the number of people willing to study raised, and as a result, BCS Asset Management sales increase. Well educated people are not afraid to invest in complex financial assets. Brand awareness has increased due to wide advertisement. The sales plan was achieved by the 15th of March (120%), the customers' accounts have increased substantially.

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