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UniCredit MBA Retail in the Banking and Financial Industry

UniCredit MBA Retail in the Banking and Financial Industry. 5 th Edition – Launch. HR Development Italy. Bologna, 9 th March 2012. Master MBA Retail – 5 th Edition AGENDA. Promotional material. Group Internal Communication.

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UniCredit MBA Retail in the Banking and Financial Industry

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  1. UniCredit MBA Retail in the Banking and Financial Industry 5th Edition – Launch HR Development Italy Bologna, 9th March 2012

  2. Master MBA Retail – 5th EditionAGENDA Promotional material Group Internal Communication 2012 UniCredit MBA retail communication reaching different targets with the same message. UniCredit MBA: 2012 Overall timetable Group Employer Branding Promotion of UniCredit scholarship for ALMA MBA Career related events Target Universities ALMA Communication Plan Promotional Activities for MBA Retail Master and for all ALMA Masters 2

  3. Master MBA Retail – 5th EditionAGENDA Promotional Activities Group Internal Communication 2012 UniCredit MBA retail communication reaching different targets with the same message. UniCredit MBA: 2012 Overall timetable Group Employer Branding Promotion of UniCredit scholarship for ALMA MBA Career related events Target Universities ALMA Communication Plan Promotional Activities for MBA Retail Master and for all ALMA Master 3

  4. Master MBA Retail – 5th EditionPromotional Activities Promotionalmaterials: ALMA Comm. Id & Comm. UniCredit OneGate Master Materials Employer Branding UniCredit Flyer (Italian and English) Illustrative Brochure Delivered 7th March 4

  5. Master MBA Retail – 5th EditionAGENDA Promotional Activities Group Internal Communication 2012 UniCredit MBA retail communication reaching different targets with the same message. UniCredit MBA: 2012 Overall timetable Group Employer Branding Promotion of UniCredit scholarship for ALMA MBA Career related events Target Universities ALMA Communication Plan Promotional Activities for MBA Retail Master and for all ALMA Master 5

  6. Group Internal Communication2012 UniCredit MBA retail communication … • Increase the external visibility of the UniCredit MBA, in particular in our core CEE countries (Austria, Poland, Russia, Turkey) • Raise the internal awareness about the MBA within UniCredit. • The overarching objective is to increase the number of applicants from UCG countries. Pre-enrolment periods: • 1st February – 2nd April • 4th April – 2nd July Goal • Leverage on the extended Group Identity & Communication network to reach our main targets; • Exploit external communication opportunities and Employer Branding activities. Promote the program through the channels of the best universities of the countries involved. • Rely on the Group Int. Comm. platform (OneGate, local intranets & printed magazines, on-line newsletters, live meetings) to spread the message across the Group How to achieve it

  7. Group Internal Communication …reaching different targets with the same message. TARGET CHANNEL OUTPUT • OneGate, on-line newsletters at Group level (as CEE, Private Banking, etc) • OneNet community for former MBA members open to all OneNet users • Local Intranets • Webinar “pill” in English • Local printed magazines (ONE, TeamLive, Bison’s life, etc) • External group websites (group and local ones)plus Facebook and Youtube channels • Business lunch meetings with selected journalists • Distribution of leaflets/flyers in the branches. • Employer branding activities in local universities thanks to HR support • Key message about the MBA is delivered to all Group colleagues. • Former graduates experience is shared among colleagues • Key message about the MBA is delivered to all colleagues in their own language. • A wider audience is reached through our web presence • Banner campaigns on selected websites to “attract” relevant target. • Previous attendees and their managers can be used as testimonials for employer branding and web communication • UniCredit senior mgmt speech at closing ceremony to be broadcasted live via our YouTube channel to promote the MBA • All colleagues (as communication channel, not as participants) • CEE colleagues (as communication channel, not as participants) • External audience

  8. Group Internal CommunicationUniCredit MBA: 2012 Overall timetable ACTIVITIES OWNER STATUS • Definition of the final version of the texts. • Alma/Internal Communication • We are verifying with Brand colleagues the possibility of “co-branding” (UniCredit and ALMA) On line materials to be distributed • Publication (and recall) of a news for all Group colleagues • Group Internal Communication Dep. • First news on line on March 15 OneGate – News • Publication of a news for the colleagues in the countries • Internal Communication Dep. in the countries • After the news on OneGate Local Intranets • Publication of an article on some local magazine:Bison’s Life in Poland, One in Germany, TEAMLIVE in Austria • Internal Communication Dep. in the countries • Between April and July Local Printed magazines • Spread all information about the UniCredit MBA and the planned communication activities • Group Internal Communication Dep. • Done on March 7 Sharing information with CEE colleagues • News on all external Group websites • Brand Department • Brand colleagues are already informed. Work in progress Web presence • Brand Department • Depending on budget availability • Banner on some external website Banner campaign on target oriented websites Employer Branding Activities • HR Printed brochure and Flyers • Alma

  9. Master MBA Retail – 5th EditionAGENDA Promotional Activities Group Internal Communication 2012 UniCredit MBA retail communication reaching different targets with the same message. UniCredit MBA: 2012 Overall timetable Group Employer Branding Promotion of UniCredit scholarship for ALMA MBA Career related events Target Universities ALMA Communication Plan Promotional Activities for MBA Retail Master and for all ALMA Master 9

  10. Group Employer Branding Promotion of UniCredit scholarship for ALMA MBA • Alma MBA will be promoted along with all other UniCredit international offers, through on-line communication and direct marketing exploited by Group Employer Branding. • Specific channels: - Career related events (job fairs, workshops, presentations) 47 events, reaching out mostly undergraduate students - Target universities career offices67 national and international universities within Europe - On-line communicationArticle & download PDF brochure in all UCG local / global career websites Article & download PDF brochure in all partnering student organizations portals • Emphasis during promotion will be put at UniCredit scholarships offered to the ALMA MBA candidates, as this is the only way to promote the program within universities, who are having their own MBA programs. • Within the promotion period, local Employer Branding teams, will become additional reference partiesfor interested candidates.

  11. Group Employer Branding Career related events 1/2 11

  12. Group Employer Branding Career related events 2/2 12

  13. Group Employer Branding Target Universities 1/4

  14. Group Employer Branding Target Universities 2/4

  15. Group Employer Branding Target Universities 3/4

  16. Group Employer Branding Target Universities 4/4

  17. Master MBA Retail – 5th EditionAGENDA Promotional Activities Group Internal Communication 2012 UniCredit MBA retail communication reaching different targets with the same message. UniCredit MBA: 2012 Overall timetable Group Employer Branding Promotion of UniCredit scholarship for ALMA MBA Career related events Target Universities ALMA Communication Plan Promotional Activities for MBA Retail Master and for all ALMA Master 17

  18. ALMA Graduate School Promotional Activities for MBA Retail Master 02.02 MBA Admission open 02.04 MBA Application 1st deadline 02.07 MBA Application 2nd deadline July April May June February March ALMA Website, Flyer and Brochure 7 Educational Platform - educational websites that functions as a point of access to information on master programs. Web based Solutions - pay-per-click advertising used to direct traffic to the program website (Es. Google Ads, Facebook Ads.) Road Show Plan Austria, Poland, Russia, Turkey* 7 * Dates under definition

  19. ALMA Graduate School Promotional Activities addressed for all ALMA Master 02.02 MBA Admission open 02.04 MBA Application 1st deadline 02.07 MBA Application 2nd deadline July April May June February March Web based Solutions Facebook / Twitter page, Four Square, LinkedIn community, Eduniversal.com Newsletter JobAdvisor 8 9 Direct e-mail promotion DEM: Direct E-mail Marketing DEMICE: Direct E-mail Marketing to Ist. nazionale per il Comm. Estero 2 1 9 6 26 13 28 30 Newspaper publication Affari&Finanza, Focus Alta Formazione (Marzo 12) Study Abroad Magazine (Marzo/ Aprile 12) 28 12 1 Career Day National & International 15 27 BO International - MI Advertising* Material distribution in public meetings Direct e-mail promotion DEM: Direct E-mail Marketing DEMICE: Direct E-mail Marketing to Ist. nazionale per il Comm. Estero UniBo website solutions* UniBo Buenos Aires web site and events * Dates to be defined

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