1. Maurizio Liuti CRIF Communication Director Bologna – March 11, 2014 Università di Bologna

2. © 2014 About CRIF CRIF is a global company leader in the field of credit & business information. CRIF is the first Italian company to be registered as a Credit Rating Agency in the EU. Bologna, March 11, 2014 Maurizio Liuti 2 As an independent third party CRIF supports and creates value for financial institutions, businesses and consumers.

3. © 2014 Bologna, March 11, 2014 Maurizio Liuti 3 CRIF at a glance 4 continents 2, 000 + employees and contractors 43 countries 4 datacenters 2, 000 + managed servers 2,400 financial institutions worldwide use CRIF services 25,000 + business clients 500 + software installations 250 + million credit bureau scores 11 types of solutions credit bureau solutions in 15 countries decisioning and lending solutions in 24 countries Projects in 43 countries

4. © 2014 Credit Bureau Platforms Bologna, March 11, 2014 4 EURISC is the innovative solution from the CRIF Credit Reporting System, which is available to banks and financial institutions to enable them to respond ever more effectively to credit management needs. Italy Czech Republic Slovak Republic Switzerland Austria Croatia Hungary Russia Morocco Bangladesh Benin India Vietnam Jamaica Tajikistan Maurizio Liuti

5. © 2014 New credit bureau for public opinion and media Unknown/big brother Independent third party Positive role for consumers Bologna, March 11, 2014 Maurizio Liuti 5

6. © 2014 Targets and stakeholders 6 CONSUMERS CONSUMER ASSOCIATIONS BANKS OPINION LEADERS POLITICAL ENVIRONMENT REGULATORS Bologna, March 11, 2014 Maurizio Liuti INFLUENCERS MEDIA

7. © 2014 Communication: the last link in the chain (?) Bologna, March 11, 2014 Maurizio Liuti 7  During the implementation of a credit bureau in a country, communication is often considered as the last link in the chain…  but it has a fundamental role for the success of the project!

8. © 2014 Communication strategy in the start up phase  Definition of goals and priorities  Scenario and influencer  Target segmentation  Creation of dedicated communication strategy and contents for each specific target  one 2 one meetings with journalists and opinion leaders  direct management of relationships with key contacts  day by day media monitoring (reputation) Bologna, March 11, 2014 Maurizio Liuti 8

9. © 2014 Integrated communication  Corporate communication  Online and offline P.R.  Social media  Multimedia  Advertisment  SEA and SEO  Events Bologna, March 11, 2014 Maurizio Liuti 9

10. © 2014 What content?  Surveys  Observatories and publications  Case histories Numbers, data and figures as supporting evidence Bologna, March 11, 2014 Maurizio Liuti 10

11. © 2014 Online PR: goals  Strengthen an online presence that reflects who we are and what we do  build relationships with all stakeholders (journalists, opinion leaders, market experts, clients, etc..) Bologna, March 11, 2014 Maurizio Liuti 11

12. © 2014 Communication to consumers  GOAL: improve the reputation and positioning of the CRIF brand as an independent third-party and close to cosumers’ needs.  GOAL: share awareness on topics like  Responsible lending\ Financial Health\Overindebtness  Identity theft  Online security Bologna, March 11, 2014 Maurizio Liuti 12

13. © 2014 Communication to consumers  Manuals  Video tutorials  Credit game  Newsletters Bologna, March 11, 2014 Maurizio Liuti 13

14. © 2014 Websites dedicated to consumers Bologna, March 11, 2014 14 Maurizio Liuti

15. © 2014 Integration with social media Bologna, March 11, 2014 Maurizio Liuti 15

16. © 2014 Bologna, March 11, 2014 Maurizio Liuti 16 Integration web/social Mister Credit on Facebook Consumer services websiteDedicated area in the corporate portal Mister Credit Blog SEA - Google Adwords Mister Credit Newsletter SEO Facebook Ads Dedicated minisite

17. © 2014 Communication to banks and decision makers Bologna, March 11, 2014 Maurizio Liuti 17  Case histories/experiences  Observatories and surveys  Events  Newsletters  White papers

18. © 2014 Integration with events Bologna, March 11, 2014 Maurizio Liuti 18

19. © 2014 Which approach for communication? Bologna, March 11, 2014 Maurizio Liuti 19 SPRAY communication actions to all the different targets and stakeholders, without any segmentation and customization LASER selected and tailored actions addressed to highly segmented contacts. In our experience the best result we can obtain by using the SPRAY approach is to have our communications sent directly to the SPAM folder!

20. © 2014 KPI  Brand awareness  Number of positive articles in the media  Equivalent value/ROI  Ranking on search engines for specific keywords Bologna, March 11, 2014 Maurizio Liuti 20

21. © 2014 Conclusion CRIF is working on several different projects at worldwide level with a specific focus on Asia (i.e. Philippines, Indonesia and post-Soviet states) What (local or international) sources of information could be used to create indicators or integrated reports on the local credit industry? Who should be interested in these countries or project can send an e-mail to me: m.liuti@crif.com Bologna, March 11, 2014 Maurizio Liuti 21

22. © 2014 Thank you for your attention m.liuti@crif.com