More than just an annual overview

Clever nationwide marketing plan for Volksbanken Raiffeisenbanken

What should a marketing plan for a decentralised financial group actually look like if it wants to provide all banks with clear information about all planned advertising campaigns in Germany? What does such a platform need to offer in order to facilitate campaign planning by local players? We got to the bottom of these questions together with our client DG Nexolution, which acts as a central service provider for the cooperative financial group, and the Federal Association of German Volksbanken und Raiffeisenbanken (BVR). The result: a perfect set-up for the more than 650 affiliated co-operative banks.

Effective marketing management always requires a sophisticated action plan, an annual overview that lists all future campaigns, but at the same time lists possible topics, can be flexibly adapted to market dynamics and allows many players to work together. Developing such a tool for around 650 Volksbanken and Raiffeisenbanken was one of our challenges this year.

Previously, the marketing managers of the credit institutions had to call up various portals in order to view the individual annual plans of the BVR, the regional associations and other partners of the cooperative financial group. It was obvious that there was a call for a centralised overview of all advertising measures. It was therefore necessary to present the nationwide media campaigns of all partners and the BVR, which could be extended locally, as well as all regional campaigns in the co-operative environment. On top of this, a pool of topics was to be made available as a source of ideas for local campaigns. A few workshops and numerous hours of development later, a complex marketing plan was born that includes numerous functions, is visually appealing and intuitive to use.

Helpful planning tool for banks

The marketing plan is integrated into the WegFrei portal, the central marketing portal of the cooperative financial group, and offers marketers a centralised overview. All banks have a colour-structured overview of all campaigns planned for a year in the cooperative environment and can also use this tool to plan their own advertising campaigns. For example, if you want to use the topics of home loan financing, savings or sustainability to address customers, you can display all measures on this topic. If there is a suitable topic here, the credit institution can directly display the corresponding individualised advertising material as PDF files and create its own campaign in the individual marketing plan. Poster, self-service device screen, social media post – everything can be selected. The marketing plan also offers sorting by target group: special campaigns for young people, members, private or corporate customers can be easily incorporated into the bank’s own annual plan. On the other hand, anyone looking for inspiration for future local campaigns chooses to use the topic pool.

The marketing plan of the umbrella association of the cooperative credit industry in Germany helps with the planning and coordination of all marketing activities in the individual banks and has recently been made available to all Volksbanken Raiffeisenbanken as a helpful tool for efficient advertising success.

About DG Nexolution

DG Nexolution is the pioneer for first-class solutions. Founded more than 100 years ago as “DG VERLAG”, DG Nexolution now has around 400 employees based in Wiesbaden and helps the Volksbanken and Raiffeisenbanken, the goods and services co-operatives, the companies in the co-operative network and beyond to move forward. As the partner for comprehensive, future-proof services and products: whether payment, procurement, marketing, digitalisation or when it comes to effectively implementing sustainability. Together with its subsidiaries, DG Nexolution supports its customers, for example, with solutions for the digital payments of tomorrow and the future, efficient material procurement, intelligent marketing and customer loyalty programmes and offers that optimally structure sustainability measures. For more information:

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