Financial: Building societies

 

In 2003 Piedmont Federal Savings and Loan Association was composed of 10 branches, making it the third-largest financial institution in North Carolina. Piedmont Federal operated as a "portfolio ...

This silver-winning paper demonstrates that it’s what you do with what you’ve got that matters. With just 0.32% advertising share of voice, Britannia Building Society met ambitious marketing objective ...

In 1991, Richmond Savings developed an aggressive 10 year plan calling for membership and asset base to more than double by 2001 and for the company's unaided awareness to reach 25% against the existi ...

Paper in two parts. Part 1 describes the TV corporate image campaign for Cheltenham & Gloucester, to improve perceptions of size and distinctiveness; Part 2 a TV campaign in 1995 to drive sales of mor ...

Summarises the Halifax Building Society campaign during 1991–1994. Research had shown that customers needed their final brand choice to be as simple and painless as possible. Role of advertising was t ...

Shows the success of a television campaign for the Dunfermline Building Society in 1992, against the background of recession and severe lack of confidence in the housing market. The Society achieved a ...

The UK’s biggest building society, the Halifax, had to change the emphasis of its advertising, from products to provider. This paper demonstrates how planning turned the potential negative of size for ...

The 1991–1992 campaign for the Halifax Building Society (the 'X' campaign). By early 1991, continuous tracking was recording a fall in advertising awareness and image clarity for the Halifax brand, fo ...

Describes the long-running Fry & Laurie campaign by the Alliance & Leicester Building Society for its core established products (mortgages and savings). Analysis of the market showed that awareness an ...

A study of Abbey National's corporate advertising during 1989. Reason for the campaign: to maintain goodwill whilst changing the company's status to plc. Research revealed concerns among customers, es ...

This case history describes Alliance & Leicester Building Society's 1988 Fry & Laurie campaign for mortgages for first-time buyers, at a time of intense competition (including the entry of the banks i ...

Describes the first Fry & Laurie campaign for the Alliance & Leicester Building Society in 1988. Why a new campaign was needed. Objectives: improve awareness and branding for the Society, so as to mai ...

Describes the launch of a new savings product, Leeds Liquid Gold, by the Leeds Permanent Building Society, September 1984. Qualitative and quantitative (through NOP) research programme undertaken to ...

Reports the campaign to launch FlexAccount, a new type of current account with which a building society, for the first time, competed with the banks. Rationale and product concept described. Consumer ...

Shows how a tactical campaign on television for Bradford & Bingley, featuring a `premium rate' product message, critically improved new account openings in the High Street. Background: by 1984, the so ...

Describes a campaign over two and a half years, showing how it has proved effective against the total marketing objectives of the Alliance Building Society, and has been adaptable to the changing requ ...

1982 campaign to repackage the Halifax Money Plan. Marketing objective was to increase market share of stable net inflow to enable the company to meet increased mortgage demand. The two Halifax premiu ...

Describes a 1981 campaign by Nationwide Building Society to sell three new savings products. Television was used. Net results showed that the campaign produced a substantial increase in business well ...

Describes a change in campaign in 1981, from corporate image-building for the Anglia Building Society to product support behind a new savings scheme, Anglia Capital Shares. National press and TV used. ...

Campaign for a new Halifax savings product, Convertible Term Shares, 1979. Heavyweight TV campaign to create awareness quickly; selling via press, but with a new idea: press advertisements would not o ...