Case Study · Banking and Finance
Westpac: Unifying brand communications for a banking group
Services applied: Data-driven communications, Direct marketing, Quality-assured multi-brand execution
The challenge
The Westpac Banking Corporation portfolio spans multiple brands, each with a distinct identity but sharing a common heritage as trusted, established financial services providers. Executing accurate, on-brand, on-time campaigns across all of them requires a deep understanding of each brand's identity and voice.
Most Westpac campaigns and strategies apply across multiple brand identities, which multiplies the scope of every project. That creates strain on marketing resources and drives up production and supplier cost.
Trust is a defining concern for financial services brands. The reputational damage from a data security failure is difficult to recover from. Once customers lose confidence, they rarely come back.
With over 13 million customers, Westpac also needed a provider with the capacity to operate at scale, backed by more than two decades of experience managing multi-channel campaigns across mail, email, SMS and two-way SMS across a portfolio of brands.
The solution
Reacon delivers continuous and standard direct marketing campaigns across every stage of the customer lifecycle, automating communications wherever possible.
- Campaigns span digital and traditional welcome, engagement, upsell, cross-sell, spend stimulation and retention flows, including credit card balance transfer, credit limit increase, home loan and personal loan offers
- Distinct brand identities and voices are maintained across the Westpac portfolio, with the strictest adherence to multiple sets of brand guidelines
- A "one-brief, multi-brand" approach lets Westpac marketing teams consolidate processes, artwork and briefs, with Reacon building out the individual brand iterations and messages based on data
- Our role is to understand the campaign outcomes required and to consult with the brands on the best way of achieving them
- We streamline processes and provide clear documentation to the relevant Westpac teams
- Reacon's commitment to quality assurance focuses on campaign execution accuracy for peace of mind and reputation management. We are ISO 9001 accredited, giving the brands confidence that we consistently deliver their vision. A dedicated team of auditors carries out approximately 72 audited checks per job to ensure brand consistency, quality and accuracy
- We provide a single point of contact for integrated multi-channel campaign management, enabling consistent brand identity and easy execution of multiple content approaches
- Regular fortnightly and monthly meetings with key relationship contacts ensure we continue to add value and deliver the best possible outcomes for each campaign
The outcome
Seamless marketing and mandatory campaign execution across all brands, while maintaining specific brand identity and voice. Reacon has helped Westpac and its brands communicate effectively with their customers for over 20 years, supporting retention and market share.
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