Andrew Zimakas | Tapping Into Your Community for Support
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The document discusses how Tangerine Bank engaged communities for support during its transition from ING Direct to Tangerine. It outlines three takeaways: 1) be kind to your community before needing their support, 2) build your community online and offline, and 3) employees are your biggest advocates. The timeline shows the strategic review, sale to Scotiabank, name reveal, and transition periods. Tangerine worked to preserve the ING Direct brand essence and reassure employees, clients, and Canadians during the change by engaging communities through pre-reveal preparation, revealing the new Tangerine name, and transitioning to the new brand.
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Andrew Zimakas | Tapping Into Your Community for Support
- 1. Tapping into Your Community for Support" @andrewzimakas | @TangerineBank! CMO, Tangerine Bank! May 22, 2014! Andrew Zimakas"
- 2. Page 2! Three Takeaways " 1. Be kind to your community before you need them! 2. Build your community online & offline ! 3. Employees are your biggest advocates ! Three Takeaways "
- 3. Page 3! The Timeline " The Timeline ! Strategic Review! Sale to Scotiabank! Name reveal! Transition! Tangerine!
- 4. The Story of Tangerine"
- 5. Page 5! The Challenge " Preserve the essence of the ING DIRECT brand and reassure employees, Clients & Canadians that the only thing changing was our name ! The Challenge!
- 6. Page 6! Our Communities " Our Communities! Communities! Ambassadors! Employees! Clients! Non-Clients !Media! Peter Aceto (CEO)! Social C-Suite !
- 7. Page 7! How did we engage our communities for support? "
- 10. Page 10! Name Reveal " Name Reveal!
- 11. Transition"
- 12. Page 12! We Are Tangerine" We are Tangerine!
- 13. Page 13! Different Voices " Different Voices!
- 14. Page 14! Three Takeaways " 1. Be kind to your community before you need them! 2. Build your community online & offline ! 3. Employees are your biggest advocates ! ! Three Takeaways!