Marketing And

Communication Plan
CONTENTS
• The Brief

• Objectives

• Analysis
o Key Strategic Changes

o Target Audience

• Strategy

• Probable Scenarios
• Reactions

• Strategic Responses

• Media Deployment
THE BRIEF

Create a customer and corporate client

communication and engagement plan to
counter competition tactics that we are
closing our business or leaving Pakistan

Focus of the plan is towards MNC's

and Large Local Corporate (LLC's)
for corporate business and High
Net Worth (HNW) for Retail
business
Objectives

Counter negative messaging

and competition tactics

Sustain and strengthen clients

confidence in Barclays Bank
Key Strategic Challenges
Barclays is shutting 50% of its operations in Pakistan
(Closing 7 branches)

Extremely sensitive situation resulting in severe criticism

for laying off employees

Speculated Rumors that the bank is leaving Pakistan

can result in heavy business losses
 Target Audience
Pakistan’s
Corporate Sector

MNCs LLCs HNW

Large Small Large Small Large Small

Strategy

• Position the NEW STRATEGY

of Barclays as a sign of
positive change which
will create exciting new
possibilities for its current
and prospective clientele
Probable Scenarios And Their Strategic Response
Types of Reactions Strategic Response Media Deployment

Talk Shows
Severe Criticism from the Interviews of Barclays
press and Media Officials
Newspapers

Blogs
Barclays Officials
appearances on Media
Newspapers
Negative Speculated Rumors in the
Messaging Local Market
Newspapers
Articles by Journalist
supporting Barclays
Business Magazines

Talk Shows
Counter Negative messaging Interviews of Barclays
by competition Officials
Newspapers
Digital Expansion
Corporate Website
Poster/Banner acknowledging customer
for trusting Barclays and sharing the
bank’s new strategy with them
Financial Portal
Highlighting bank's achievements in
Pakistan & keeping customers updated
with latest news of international &
national financial markets
Barclays YouTube Channel
Corporate videos showcasing strengths of
the bank and relation with its community
Twitter.com/Barclays Pakistan
Keeping customers informed about latest
developments and giving them a platform
to interact with the bank
Blogs
Articles by Barclays Employees on
corporate and news websites. Media and
press releases.
Webinars
Online video interviews of Top
Management on selected social media
platforms.
Counter Narrative

• 300 years of history and expertise in banking

• Global presence in Europe, Americas, Africa & Asia

• International Operation in over 50 countries

• Diversified portfolio of services

• More than 3 years of presence in Pakistan

• Serving Pakistanis with Passion and Devotion

• Multiple community welfare projects

• Collaboration with local NGOs

WHO WILL WE TALK TO?

Barclays
Customers

Financial
Institutions Media
& Bodies

Barclays

Enterprises Employees

Corporate
Giants
THANK YOU