NAGE: Digital Media Network discussion 06 July 2005

2 Agenda IntroductionsAll PART I: A quick guide to Digital Media NetworksBT / DV PART II: The opportunity for NAGEBT / DV PART III: Practical steps to move to implementationAll PART IV: Next stepsAll

3 Introductions NAGE team Black Hole team BT / DV team

PART 1 Digital Media Networks ‘An Overview’

5 Digital Media Networks – An Overview Tailored measurable visual communication platform Highly flexible, dynamic targeting to audience & environment Wide range of benefits: matching content to business needs Complementary medium fully leveraging other marketing & communication strategies & assets Total cost of ownership that allows strong ROIs

6 DMNs – An Overview (2) Key principles & rules for success Content is king: Match content to audience & environment Engage, entertain, inform & create communities Complement other media (higher impact & lower cost) Clear communication agenda: Match network “channels” to business owners

PART II Indicative Opportunities for NAGE

8 The Opportunity for NAGE Content to illustrate : 1) Branch choreography – ‘content funnel’ 2) Attracting consumers into branches 3) Branch orientation – ‘empowering customers’ 4) ‘Helping You at Your Pace’ – customers feeling in control 5) Day-parting: change message for customer mix 6) Product briefing at customers’ own pace 7) Staff Training: awareness of direct channels

Branch Choreography – Content Funnel

10 Attracting Consumers into branches

11 Branch Orientation – empowering customers

12 Helping You at Your Pace - customers feeling in control

13 Day-parting: change message for customer mix

14 Day-parting: change message for customer mix

15 Staff Training - awareness of direct channels

PART III Practical Steps for NAGE Implementation

17 NAGE – Network & Channel strategies Start with modest agenda, knowing that can be expanded Network proposition : strong direct engagement with customer 3 Channels initially: Channel 1: Customer awareness of NAG direct channel strategies Channel 2: Customer awareness of specific products & services Channel 3: NAG branding in-branch & leverage brand investment Possibly Channel 4: -Staff training on customers, products & brand -Staff change management & other key internal comms Possibly Channel 5: local branch agenda (community, manager) Support with integrated research & full data access

18 NAGE – Branch Choreography i) BRANCH LAYOUTS Full surveys required so indicative thinking for now ii) CONTENT FUNNEL: Attractor screen – external facing Inviting customers into branch, leverage brand media, promote NAGE USPs 2 Narrowcast in higher footfall areas Give customers control & confidence Q area: entertain, inform, leverage brand assets Waiting area: entertain, lifestyle, products & services, direct channels Screens: Consumer private time: Information about products & services: and NAGE direct channels

19 NAGE - The Branches 40 to 50 top branches; which? Which brand (Clydesdale or Yorkshire or both?) New branches moving south? New IFS centres? “Old estate”? Branch footprints & key data needed: review & discuss Branch design plans Footfall, mix of customers, product volumes & mix What research & data sources available?

20 NAGE – Media assets For each channel & for overall: Which media assets? How created? How managed? Interplay with Black Hole & NAGE team?

21

NAGE - Success Criteria & Measurement Strong ROI benefit Measures Consumer awareness: - Direct channels - Brand values / campaign - Products & services Consumer experience: - Informed - Overall satisfaction POP:- Compliance - Cost efficiency in distribution Staff awareness- Brand values - Products & services All the above lead to stronger brand and sales Indicative Costs: Indicative quote for 6 month 10 branch pilot with base level research:£250k + Indicative quote for 3 year 50 branch deployment:£200 per branch/week

23 Project Team & Activities Team: NAGE BT DV Activities Commercial aims & overall timelines Branches Content strategy & creation Content scheduling Network design Measurement Project management Ongoing review & improvement

PART IV Next Steps

25 Next steps Detailed actions from today:All Detailed working sessionAll Presentation to other stakeholders? Project team Draft contract BT Implementation All A O B