Changing the face of high street banking
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“As a small team, we rely on partners to support delivery. H/Advisors have been fantastic in helping to tell our story to media with tremendous results. They have become a trusted partner.”
Cat Farrow, Chief Strategy and Customer Officer
Challenge
As consumer habits changed, bank branches began closing across the UK. However, many communities were being left bankless and with no recourse. However, following a successful pilot trialling shared services in ‘banking hubs’, the industry agreed to begin rolling out more in communities where they were recommended.
From a standing start, H/Advisors Cicero’s role was to support Cash Access UK begin the process of building its profile and to demonstrate the important work of opening banking hubs was being undertaken in a speedy manner. The heat was on as within months many critics began to ask why it was taking so long.
Strategy
Cash Access UK was a new organisation providing a new service that had never been attempted before. Our strategy was to ensure there was a strong message showing we had our sleeves rolled up and we were getting on with the job.
We took an approach to blitz media, especially local and regional publications, to announce updates and create a buzz about forthcoming openings. When hubs opened, we ensured huge media presence and local politicians. Bit-by-bit, the openings created a huge FOMO and senior politicians looking to visit.
Outcome
Cash Access UK has established itself as a growing and reputable organisation that is delivering change on the high street. To date, it has successfully opened more than 150 banking hubs with more opening every week.
On the 50th opening and 100th opening, we secured no less than the in-post Chancellors of the Exchequer with Jeremy Hunt and Rachel Reeves opening the hubs respectively.