Marketing Strategy

Our marketing strategy focuses on two things: creatively introducing our company to potential customers and using several different ways to communicate with them - both involving thought about reducing the potential environmental effect of our marketing activities, including our direct mail strategy.

Over the past few years, we have increased our focus on the Internet as a key tool to attract, acquire and service customer accounts, allowing us to reduce our direct mail volumes. We are implementing email as a customer communication channel within the next few months. Email campaigns in 2009 will focus on promoting online account servicing registration, usage and offering customers online statements. We use PEFC or FSC accredited paper for most of our U.K. customer correspondence (with the exception of statements and cheques).

Our teams are constantly investigating other environmentally sensitive options such as corn starch envelopes and paper based glassine.

As we adopt new practices, we want to share the knowledge and experience gained with other organisations and will work within PAS2020 guidelines, which provide industry wide direct mail standards.