UniCredit MBA Retail in the Banking and Financial Industry Bologna, 9 th March 2012 HR Development Italy 5 th Edition – Launch

2 Master MBA Retail – 5 th Edition AGENDA Promotional material Group Internal Communication 2012 UniCredit MBA retail communication reaching different targets with the same message. UniCredit MBA: 2012 Overall timetable Promotion of UniCredit scholarship for ALMA MBA Group Employer Branding Career related events Target Universities ALMA Communication Plan Promotional Activities for MBA Retail Master and for all ALMA Masters

3 Master MBA Retail – 5 th Edition AGENDA Promotional Activities Group Internal Communication 2012 UniCredit MBA retail communication reaching different targets with the same message. UniCredit MBA: 2012 Overall timetable Promotion of UniCredit scholarship for ALMA MBA Group Employer Branding Career related events Target Universities ALMA Communication Plan Promotional Activities for MBA Retail Master and for all ALMA Master

4 Master MBA Retail – 5 th Edition Promotional Activities Id & Comm. UniCredit ALMA Comm. Employer Branding UniCredit Illustrative Brochure Flyer (Italian and English) Promotional materials: Delivered 7 th March OneGate Master Materials

5 Master MBA Retail – 5 th Edition AGENDA Promotional Activities Group Internal Communication 2012 UniCredit MBA retail communication reaching different targets with the same message. UniCredit MBA: 2012 Overall timetable Promotion of UniCredit scholarship for ALMA MBA Group Employer Branding Career related events Target Universities ALMA Communication Plan Promotional Activities for MBA Retail Master and for all ALMA Master

Group Internal Communication 2012 UniCredit MBA retail communication … Increase the external visibility of the UniCredit MBA, in particular in our core CEE countries (Austria, Poland, Russia, Turkey) Raise the internal awareness about the MBA within UniCredit. The overarching objective is to increase the number of applicants from UCG countries. Pre-enrolment periods: 1 st February – 2 nd April 4 th April – 2 nd July 1.Leverage on the extended Group Identity & Communication network to reach our main targets; 2.Exploit external communication opportunities and Employer Branding activities. Promote the program through the channels of the best universities of the countries involved. 3.Rely on the Group Int. Comm. platform (OneGate, local intranets & printed magazines, on-line newsletters, live meetings) to spread the message across the Group Goal How to achieve it

Group Internal Communication …reaching different targets with the same message. TARGET CHANNEL OUTPUT ● All colleagues (as communication channel, not as participants) ● CEE colleagues (as communication channel, not as participants) ● External audience ●OneGate, on-line newsletters at Group level (as CEE, Private Banking, etc) ●OneNet community for former MBA members open to all OneNet users ●Local Intranets ●Webinar “pill” in English ●Local printed magazines (ONE, TeamLive, Bison’s life, etc) ●External group websites (group and local ones) plus Facebook and Youtube channels ●Business lunch meetings with selected journalists ●Distribution of leaflets/flyers in the branches. ●Employer branding activities in local universities thanks to HR support ●Key message about the MBA is delivered to all Group colleagues. ●Former graduates experience is shared among colleagues ●Key message about the MBA is delivered to all colleagues in their own language. ●A wider audience is reached through our web presence ●Banner campaigns on selected websites to “attract” relevant target. ●Previous attendees and their managers can be used as testimonials for employer branding and web communication ●UniCredit senior mgmt speech at closing ceremony to be broadcasted live via our YouTube channel to promote the MBA

Group Internal Communication UniCredit MBA: 2012 Overall timetable ACTIVITIES OWNER STATUS Web presence Banner campaign on target oriented websites OneGate – News Local Intranets On line materials to be distributed Local Printed magazines Employer Branding Activities Sharing information with CEE colleagues ●Definition of the final version of the texts. ●Alma/Internal Communication ●We are verifying with Brand colleagues the possibility of “co- branding” (UniCredit and ALMA) ●Group Internal Communication Dep. ●First news on line on March 15●Publication (and recall) of a news for all Group colleagues ●Publication of a news for the colleagues in the countries ●Internal Communication Dep. in the countries ●After the news on OneGate ●Group Internal Communication Dep. ●Done on March 7 ●Brand Department●Brand colleagues are already informed. Work in progress ●Brand Department●Depending on budget availability ●HR Printed brochure and Flyers ●Alma ●Publication of an article on some local magazine:Bison’s Life in Poland, One in Germany, TEAMLIVE in Austria ●Internal Communication Dep. in the countries ●Between April and July ●Spread all information about the UniCredit MBA and the planned communication activities ●News on all external Group websites ●Banner on some external website

9 Master MBA Retail – 5 th Edition AGENDA Promotional Activities Group Internal Communication 2012 UniCredit MBA retail communication reaching different targets with the same message. UniCredit MBA: 2012 Overall timetable Promotion of UniCredit scholarship for ALMA MBA Group Employer Branding Career related events Target Universities ALMA Communication Plan Promotional Activities for MBA Retail Master and for all ALMA Master

Group Employer Branding Promotion of UniCredit scholarship for ALMA MBA  Alma MBA will be promoted along with all other UniCredit international offers, through on-line communication and direct marketing exploited by Group Employer Branding.  Specific channels: - Career related events (job fairs, workshops, presentations) 47 events, reaching out mostly undergraduate students -Target universities career offices 67 national and international universities within Europe - On-line communication Article & download PDF brochure in all UCG local / global career websites Article & download PDF brochure in all partnering student organizations portals  Emphasis during promotion will be put at UniCredit scholarships offered to the ALMA MBA candidates, as this is the only way to promote the program within universities, who are having their own MBA programs.  Within the promotion period, local Employer Branding teams, will become additional reference parties for interested candidates.

Group Employer Branding Career related events1/2 11

Group Employer Branding Career related events 2/2 12

Group Employer Branding Target Universities1/4

Group Employer Branding Target Universities2/4

Group Employer Branding Target Universities3/4

Group Employer Branding Target Universities4/4

17 Master MBA Retail – 5 th Edition AGENDA Promotional Activities Group Internal Communication 2012 UniCredit MBA retail communication reaching different targets with the same message. UniCredit MBA: 2012 Overall timetable Promotion of UniCredit scholarship for ALMA MBA Group Employer Branding Career related events Target Universities ALMA Communication Plan Promotional Activities for MBA Retail Master and for all ALMA Master

February March AprilMayJune July ALMA Website, Flyer and Brochure Road Show Plan MBA Admission open MBA Application 1 st deadline MBA Application 2 nd deadline ALMA Graduate School Promotional Activities for MBA Retail Master 7 Austria, Poland, Russia, Turkey* 7 * Dates under definition Educational Platform - educational websites that functions as a point of access to information on master programs. Web based Solutions - pay-per-click advertising used to direct traffic to the program website (Es. Google Ads, Facebook Ads.)

February March AprilMayJune July MBA Admission open MBA Application 1 st deadline Newsletter JobAdvisor 9 8 Direct promotion DEM: Direct Marketing DEMICE: Direct Marketing to Ist. nazionale per il Comm. Estero Newspaper publication Affari&Finanza, Focus Alta Formazione (Marzo 12) Study Abroad Magazine (Marzo/ Aprile 12) Career Day National & International BO International - MI MBA Application 2 nd deadline UniBo website solutions* UniBo Buenos Aires web site and events ALMA Graduate School Promotional Activities addressed for all ALMA Master Web based Solutions Facebook / Twitter page, Four Square, LinkedIn community, Eduniversal.com Advertising* Material distribution in public meetings Direct promotion DEM: Direct Marketing DEMICE: Direct Marketing to Ist. nazionale per il Comm. Estero * Dates to be defined