Supporting local communities Micro Marketing Budget project

Natasa Kuzmanovski, Head of Identity and Communications UniCredit Bank Serbia

PR Arena International - Sarajevo, November 17, 2012

Local communities vs. HQ

What is Micro Marketing Budget?

As a leading European bank, we are dedicated to the development of the communities in which we live, and to being a great place to work.
In accordance with one of the main pillars of our Group Mission and Brand positioning we want to get closer to local communities in which we operate.

In 2010, Micro Marketing Budget project was with the following goals: Become integral part of local communities Build closer relationships with customers and local authorities through donations and sponsorships of important for the local communities Get to know the customer and their needs directly Demonstrate that we care about customers and show that things which are important for them are of same importance to us Promote tourist offer of local communities Help communities in preserving local tradition and heritage Contribute to improvement of educational conditions in schools and municipalities

Based on proposals from the branch network regarding activities in local communities, each year special budget (Micro Marketing Budget) is allocated for these initiatives. These initiatives are proposed and budgeted at the beginning of the year. 4

Project communication effects

Developing long term and sustainable relationship with local communities and branch promotion on local level

Strengthening banks local and national presence and reinforcing commitment to local communities through customer centric approach

Promoting local communities and preserving national tradition and heritage pioneering and encouraging other organizations to participate

Our Micro Marketing Photo Story in 2010 and 2011

Micro Marketing Budget Project 2012

Sombor Sombors Kettle Subotica Street Volleyball Tournament Novi Sad Old-timers showcase Sremska Mitrovica Piccolo swimming meet Smederevska Palanka Donation of ultrasonic apparatus for Maternity ward Ub Amateur Theatre Festival Zajecar Days of Zoran Radmilovic Belgrade Bosko Buha Theatre Negotin Mokranjac Days

Overview
Number of activities: 12 Period of execution: April to November 2012 Purpose: Strengthen local communities through projects that improve each lives of citizens in each of these communities Communities involved: Subotica, Sombor, Beograd, Sremska Mitrovica, Novi Sad, Prijepolje, Smederevska Palanka, Kragujevac, Negotin, Zajecar, Ub and Vranje Areas of sponsorship: Culture, Health, Sport, Gastronomy and Education.

Prijepolje Tourist manifestations Limski darovi

Kragujevac Production of the tourist brochure

Activities under the Micro Marketing Budget 2012 Activities supported also 2011

Vranje Boras Theater Days

Project overview: April November 2012 Major local initiatives overview

City: Subotica Event name: UCB Street Volleyball Tournament 2012 Traditional Volleyball Tournament for children City: Zajecar Event name: Days of Zoran Radmilovic National Theater Festival dedicated to the actor born in Zajear, during which theater plays are showing in his honor. City: Vranje Event name: Boras Theater Days National Theater Festival dedicated to the writer Bora Stankovic born in Vranje, during which theater plays are showing in his honor. City: Smederevska Palanka Event name: Donation of ultrasonic apparatus for Maternity ward Donation to support raise funding for local maternity ward to purchase urgently needed ultrasonic apparatus. City: Negotin Event name: Mokranjac Days Festival organized at the national level, presenting the international and local performers of classical music

Supporting Maternity ward

Steps undertaken
Identification of local need and based on proposal by local branch Initial donation made Opening of special account for donation Partnering up with other organizations to support B92 Fund PR support stories and press release

YOU ALWAYS HAVE TO BE ALERT

What happened?
Steps undertaken
Donation to the theatre renewal Continued sponsorship of Boras Theatre Days (held in October 2012) Opening of special account for donation Promotion of initiative and call for donations through the network Strong PR support to engage as many individuals/companies to get involved Press conference Interviews Stories

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Support to the renewal of Theatre in Vranje

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THANK YOU!

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