PR Case Studies
Binsfeld Corporate Luxembourg for Institute for Training in Banking, Luxembourg ( IFBL)
The IFBL (Institute for Training in Banking, Luxembourg) is the principal agent for banking training programmes of Luxembourg’s financial sector. They approached Binsfeld Corporate Communications to help them avert the trend of rapidly dwindling training participation figures from the banking sector
1. Objectives
· Increase awareness of IFBL amongst HR managers of Luxembourg’s financial sector
· Increase awareness of IFBL amongst potential candidates
· Increase awareness of the importance of a strong training institute for the sector
· Develop a dynamic, professional and innovative image for IFBL
2. Programme :
Phase 1: create a new logo and improve IFBL’s image (2005-2006)
In this phase, the communication strategy is based upon the concept of “UP”, i.e. with IFBL’s training programmes, you move “up” professionally. Consequently, the new logo features ladder steps, visually representing the notion that candidates can move up the career ladder with the help of IFBL’s training programmes. Arrows pointing upwards suggest this “moving up” in brochures and ad campaigns.
Phase 2: adapt the “UP” strategy and put the focus on the candidate (2006-2007)
Still keeping the concept of “moving up”, campaign visuals now contain people jumping up and “flying” in the air, representing success, forward motion and aiming at reaching new heights. This gives prospective candidates the feeling of what it is like to succeed thanks to IFBL’s selection of training programmes.
Phase 3: identification with IFBL (2007-2008)
In this last phase, we focus on the identity and individuality of each candidate to convey the idea of tailor-made training programmes, which focus on the personal strengths of every participant. Over these three phases, which have been accompanied by extensive media coverage, PR relations, events and campaigns, IFBL has considerably gained in notoriety and is once again positioned as the front runner for financial training programmes.
3. Results
· 4 members of Binsfeld Staff working on project.
· +214% increase in programme attendance in 2007/08 compared to 2005/06
· +35% increase of delivered certificates in 2007/08 compared to 2006/05
· Voted “Best Training Services” by HR One
