For the marketing managers of the 841 Volksbanks and Raiffeisenbanks there was no uniform platform for the design of marketing information until now. The challenge: There are a large number of providers in the cooperative financial group. DG VERLAG has joined forces with the Bundesverband der Volksbanken Raiffeisenbanken (BVR) to create a tool that bundles all information and service offerings relating to communication and advertising.
"Log in once, find everything, design it yourself, book directly. That's the idea behind the WegFrei Portal," says Dr. Alexander Schlegel, Divisional Manager DG VERLAG, Marketing & Services, and goes on to explain that with the WegFrei Portal BVR and DG VERLAG, the marketing workflows of the Volksbanken and Raiffeisenbanken are simplified and bundled on one platform. Via the user-friendly portal, the Volksbanken and Raiffeisenbanken can plan and implement their communication activities - from advertisements and posters to give-aways, even bank-specific on-hold messages of current advertising testimonials are possible. When a bank designs a campaign today, it no longer needs different platforms, but exactly one: the WegFrei Portal. Because, "Between TikTok, GZSZ and the bank statement printer: Everyone informs himself through different touch points. Effective communication is thus becoming increasingly complex. With the WegFrei Portal we want to present the most important paid and owned contact points clearly and enable the independent banks to implement their individual local communication more effectively", adds Marc Weegen, Head of Brand Strategy and Communication, Federal Association of Deutsche Volksbanken Raiffeisenbanken.
Here, all relevant information is bundled in one place: both the complete content, which is configured directly via the portal and played out to the various channels, and the evaluations such as KPIs and conversion. According to Petra Sirch, responsible for marketing at Raiffeisenbank München-Süd eG, this makes her work much easier and makes everything much faster and less complicated.
The WegFrei portal - based on mms 5.0 - was introduced within three months. socoto implemented a solution that enables DG VERLAG and BVR to easily and automatically implement marketing measures across all banks. Within a very short time, a confusing collection of applications was transformed into a user-friendly marketing management portal, which enables CI-compliant, centralized playout of all marketing measures.
"The implementation of the WegFrei portal was a real challenge for us due to the complex structure of the cooperative financial group, which we were pleased to take up", says Nicole Erlenwein, managing director of socoto. It was particularly challenging to integrate the large number of desired modules with different user behaviour within the group. Her special thanks go to the team that managed the implementation within a very short period of time and professionally activated the banks so that the WegFrei portal shows very high access figures from the start date.
DG VERLAG is a media, trading and system house based in Wiesbaden. The company defines its role as a service partner to the more than 800 Volksbanken and Raiffeisenbanken, the association partners of the Cooperative Financial Group and the approximately 2,000 goods and service cooperatives in Germany.
As the central association of the Cooperative Financial Services Group in Germany, BVR is responsible, among other things, for the joint strategy development of the cooperative banks. Its wide range of tasks also includes the strategic development of the Volksbanken and Raiffeisenbanken brand and operational campaign management.
interview Dr. Schlegel and Mr Weegen at the MarketingSummit 2019
Learn more about local brand management with socoto.