MicroBank Workshop: Selling and telling your story 2010: A changing Europe 7th EMN Annual Conference Thursday, 24 June 2010
XXXXX MicroBank, la Caixa Social Bank How we sell and tell our story Communication objectives Target groups Communication action and tools Success stories 2
MicroBank: 3 years promoting microcredit MicroBank, a bank whose activity is: : FINANCIAL Microcredit for businesses and low income families Promotes: Productive activity SOCIALLY-MINDED Job creation Personal and family development SUSTAINABLE 71.674 loans granted, 457,5 million euros With an adjusted delinquency rate (1,67%). With the support of European Institutions 3
How does it carry out its activity? Support network: 5.233 la Caixa branches 417 Collaborative entities 86 Non-profit organisations 3 Regional Governments 231 Town/City Councils 75 Public organisations 12 Universities 10 Other Lending products: microcredit Liability products Financial Microcredit For businesses For families Social Microcredit Family Microcredit Savings Book Current Account Debit Card No collateral provided Honor Credit 4
Microcredits for Businesses Financial microcredit Social microcredit For Micro-entrepreneurs with revenue of less than 60,000, to build or expand their business For Micro-entrepreneurs who have difficulties to access the traditional credit system Amount up to 25,000 % financed up to 100% Guarantee Without collateral* Period 5 years Amount up to 15,000 % financed up to 95% Guarantee Without guarantee Period 5 years Requirements : Business plan, for conducting a feasibility study Requirements: Business plan, for conducting a feasibility study Favourable report from a Collaborative entity Purpose of microcredits for businesses Business expansion Start-up 40% 60% * Guarantees may be presented 5
Microcredits for Families Family microcredit For people with a yearly income of less than 18,000 and with family needs, allowing them to get through difficult times Amount up to 25,000 Guarantee Without collateral Period 6 years Purpose of microcredits for families Other Education and health Disability 12% 7% 5% Housing Family needs 18% 39% 19% Transport 6
More than 400 entities collaborate with MicroBank Distributed throughout the national territory representing a significant contribution to MicroBank of different types: universities, town/city councils, NGOs, entrepreneur associations, etc. Knowledge about potential beneficiaries aimed at different collectives young people, unemployed, entrepreneurs, self-employed, women, etc. Business complementary services for project implementation and validation Examples of collaborating entities Ministry for Equality, which promotes the participation of women in economic and social life Local development agency of Barcelona City Council, which promotes employment and quality, forward-looking companies. 7
XXXXX MicroBank, la Caixa Social Bank How we sell and tell our story Communication objectives Target groups Communication action and tools Success stories 8
Communication objectives Raise awarness on MicroBank, the social bank of la Caixa, specialized on granting microcredits for entrepreneurs and families. Make MicroBank s financial products and services known to potential customers Highlight the social impact of our financial business Involve "la Caixa" Savings Bank employees in creating MicroBank and raise their awareness that they are also MicroBank employees Become a European benchmark in the microfinance industry through a new model of sustainable social banking. 9
Target Groups Internal la Caixa employees (more than 25.000) External Entrepreneurs financially excluded or who may have difficulties accessing the traditional credit system: young people, women, the unemployed and new residents, etc., who propose a viable business plan that promotes productive activity and job creation. Self-employed and small businesspeople with an annual income of less than 60,000 who need to finance the creation or expansion of microenterprises. People and families with an annual income of less than 18,000, who need to deal with family needs or overcome temporary difficulties. 10
Internal Communication Communication tools and activities aimed at la Caixa employees (more than 25,000) Internal communication activities: Define specific messages for la Caixa employees and spread them through la Caixa internal communication tools: Canal Caixa, in-house magazine Call centre New section on MicroBank on la Caixa intranet Develop several communication tools: PowerPoint presentations, leaflets, e-mailings to employees MicroBank training for all la Caixa branch managers (more than 5,000) and la Caixa loan officers. 11
Internal communication 12
Internal communication 13
External Communication How do we reach our customers? la Caixa branches, 5.233 across Spain Trough our collaborative entities, 417 External communication activities: Advertising campaign in the main Spanish media (television, press, radio and internet) Publishing informative material: leaflets, brochures... Taking part in a number of fairs, conferences and events Making videos of MicroBank customer success stories, which we show on the internet and local television, and at events, etc. Press conferences 14
la Caixa branches 15
Advertising campaign Advertising campaign Press (national and regional written press), TV, New media We have developed a slogan as part of our brand identity: We believe in you A way of expressing our commitment to our customers A way of enhancing our corporate message A way of expressing our identity and of identifying MicroBank as a Social Bank, the Bank for people 16
Advertising campaign 17
Publications: leaflets, brochures 18
Press
Collaborative entities The collaboration agreement between MicroBank and the collaborative entities includes action to spread the word about the microcredit the agreement covers. The publicity provided by our partners enables us to reach groups it would be hard to reach through our communication channels. Main action carried out: Press conferences to make the collaboration agreement known Entrepreneur interviews are organised when we have success cases Holding events for entrepreneurs Publishing informative materials 20
Communication from partners Ministry of Equalty: Microcredits to enterpreneur and business women Chambers of Commerce of Andalucía 21
XXXXX MicroBank, la Caixa Social Bank How we sell and tell our story Communication objectives Target groups Communication action and tools Success stories 22
Success stories That the guarantee is your project is very important Montse Nzang I would not have been able to open the dance school without the microloan. The school gives me stability. It is my future. Nuria Ventura Thanks to microcredit have a spacious and flexible study Abel de Benito, Mariona López 23
Thank you www.microbanklacaixa.es 24