MDICS EXPERIENCE IN RAISING Insert your logo here PUBLIC AWARENESS - - PowerPoint PPT Presentation

MDIC’S EXPERIENCE IN RAISING PUBLIC AWARENESS ON FINANCIAL CONSUMER PROTECTION

15 June 2016 Iloilo City, Philippines Syed Mohammed Idid

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The primary role of MDIC’s public awareness efforts is to support our mandate

• f promoting public confidence in the stability of the financial system

Our communications objectives:

• Instil trust in the Corporation’s role as an integral part of Malaysia’s financial safety

net

• Broaden the awareness of deposit insurance and insurance benefits protection

amongst the target audience via the most relevant and cost effective communication tools and channels

• Build better understanding of the features, benefits and limitations of the

protection systems via various engagement, educational and advocacy communication approaches

MDIC carries out its public awareness strategies and initiatives via the Integrated Communications Plan (ICP)

Increasing public awareness requires a targeted, long-term approach that builds on yearly initiatives The ICP provides a systematic approach & comprehensive strategies for MDIC’s communication efforts to reach intended target audiences that is resource efficient Beginning 2007, MDIC implemented its first 5-year Integrated Communications Plan (ICP) 2007 – 2011 The second ICP 2012 – 2016 builds on the first ICP, continues to focus on educating and enhancing the understanding of MDIC’s role and the protection it provides via effective communications tools programmes

The ICP includes multi-disciplinary communication approaches to reach our target audiences

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Advertising & Brand Communications

Advertising Campaign Initiatives Internal Communications Education Programme Consumer Research Corporate Collaterals

Public Relations & External Communications

Corporate Publications Website & E-Learning Media Relations Crisis & IFR Communications

Stakeholder Engagement

Member Institutions Engagement Initiatives Call Centre Operations Stakeholder Collaboration Programmes Government Engagement Initiatives Briefings/Exhibitions

Mass Niche

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The ICP identifies specific target audiences so we can be focused in our communication efforts,

• General and affluent

depositors

• Insurance policy owners
• Member institutions
• Government agencies and

regulatory authorities

• Media
• Professional and business

associations

• Schools, universities and

colleges

Segmented Mass

Advertising & Brand communication Advertising & PR Initiatives PR Initiatives

adopting different approaches for different audiences

ADVERTISING INITIATIVES

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MDIC’s advertising strategies employ both above-the-line and below-the- line initiatives

ATL BTL

• TVC
• Radio / Jingle
• Print
• Out-of-home
• Cinema
• Digital

1. Reach the mass audience 2. High frequency 3. Build MDIC branding & promote awareness

• Brochures
• Handbooks
• Posters
• Buntings
• Decal

1. Reach the segmented mass & niche audience 2. Better understanding on DIS and TIPS

Financial consumers

Launch campaign and measure effectiveness with quantitative research (consumer survey) Test tactics & materials with qualitative research (Focus Group Discussions) Develop suitable approach & tactics [emotive / informative]

Know their preferences & media habits Understand audience demographic

5 Step

4 Step

2 Step 1 Step

Our advertising campaigns are developed in a systematic and comprehensive manner that begin with understanding the target audience

Step 1 Step 3 Step 2 Step 4 Step 5

Our advertising campaigns centre around TV commercials as this is found to be the most effective medium to reach the mass audience

Macro approach

• to build brand

awareness 2011 2012 2013 2014 2015

Tactical approach

• to educate on the

protection systems What’s PIDM ‘Pantun’ TVC What’s PIDM ‘Kid’s’ TVC Do You Know (1) ‘Graduation’ TVC Do You Know (2) TVC (DIS & TIPS) Do You Know (3) TVC (DIS & TIPS) MoneySmart 123 TVC Trailer and YouTube ad * Lat’s TVC (DIS & TIPS) ‘Pantun’ TVC ‘Kid’s’ TVC 2016 PIDM Jingle

To support the TVCs, our campaigns included other ATL initiatives in print media…

2011 (Q1) 2011 (Q3) 2012 (Q1) 2012 (Q3)

…using a more tactical approach, in different languages to reach target audience

2013 2014 2015

…and radio advertisements which supported the brand recall

• 1. What’s PIDM
• 2. Do You Know?
• 3. Sure You Know Or Not ?
• 4. Do Your Part
• 5. MoneySmart 123

BM ENG CHN TML BM ENG CHN TML BM ENG CHN TML BM ENG CHN TML BM ENG CHN TML

Digital advertisements were employed to engage audience with interactive banners and drive traffic to MDIC’s website

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Info Strips Brochures Handbook Decal

BTL materials were developed to aid awareness and understanding of MDIC’s role and how deposit insurance protection works

Info Strips

• 2 prong-approach is necessary:

(a) macro – to build brand awareness for MDIC (b) tactical – to educate the public on the features of the financial protection that we provide

• Continued brand presence is important for maintaining public awareness

(experience from Government Deposit Guarantee 2008 – 2010)

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Key learnings from our advertising initiatives

• ensure the campaign resonates with the audience (emotive vs. informative)
• ensure you are in the right communication channels for effective reach

0% 10% 20% 30% 40% 50% 60% 70% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 DIS PIDM

Emphasis on tactical (informative creatives) approach & social media channels did not appeal to majority in target audience demographic Campaign successfully used both macro and tactical approaches, combining emotive and informative creatives, in relevant media channels for the target audience Government Deposit Guarantee period where a low key strategy was adopted, with no advertising presence Returned to a 2-prong approach with new impactful creatives using iconic cartoon characters

The results of our public awareness levels over the years support these insights

PR INITIATIVES

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For the segmented and niche audiences, MDIC employs a variety of stakeholder engagement programmes

Nationwide Briefings and Roadshows

Banks Insurance Companies and Agents Community Government Others Collaboration with: 1) Training Centres 2) MII Collaboration with: 1) Insurance Companies’ Training Division 2) MII Collaboration with: 1) FOMCA 2) Money Compass 3) Lions Clubs 1) Employees 2) Corporate Outreach 1) Media 2) Vendors 3) Visitors to PIDM 4) Retirees

Train-the-Trainer and Accreditation Programme

Industry and Community Member Institutions Free Lancers Collaboration : 1) MII 2) FOMCA Collaboration: 1) Insurance Companies 2) Banks Collaboration with Individuals

Members’ Relations

Liaison Officers Activities Annual Dialogues 1) Mail updates 2) Networking sessions 3) Training 1) Annual meeting with member banks 2) Annual meeting with insurer members

Media Relations

Media education session/ briefings Interviews and story profiling Media releases and networking session with editors

Established strong working relationship with the media in disseminating information about MDIC, DIS and TIPS

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For the secondary and tertiary school students, MDIC developed a unique education programme to teach basic financial habits in a fun way

To date, we have

• reached out to 2,239

national secondary schools

• benefitted about 1

million students, 4,000 teachers from 2,239 schools and 150 higher learning institutions

• In 2012, over 1 million

visitors visited our FB page with 157,000 ‘Likes’

• Certified as “Co-

curriculum Partner” by MOE

Snap & Draw

Photography & poster contest

Campus Challenge

Song composition & video contest

MoneySmart Online Game Inter-schools project competitions Ambassadors Training

PIDM Website

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Publications

Corporate & e-publication materials

Info Video DI Info Video TIPS Info Video Corporate

Publications in print and digital format, and online tools are other communication methods used to promote awareness about MDIC

Information Videos

PIDM Interactive Learning Platform (PILP)

Interactive Content Online Quizzes Help-desk support

Key learnings from our PR initiatives

Provides “depth” in our public awareness efforts to complement the “breadth”

• f our advertising campaigns

Personalised engagement with stakeholder groups and immediate on- ground feedback for MDIC Ensure that programmes and initiatives complement stakeholders’ business

• bjectives

Collaborative arrangements enable better access to stakeholders

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Objectives:

• To gauge public awareness levels about PIDM, DIS and TIPS
• To measure effectiveness of the Corporation’s communications strategies and initiatives
• Enables the Corporation to review and enhance its communication approaches and

initiatives on an ongoing basis

Ongoing measurement of our communication efforts through independent research is necessary to ensure that our strategies and initiatives are effective in promoting public awareness

Focus Group Discussion (Qualitative approach) Mid Year Consumer Survey (Quantitative approach) Year End Consumer Survey (Quantitative approach)

Thank you Sala lamat Po Po