By embracing digital marketing and integrating it with offline communications, a company will demonstrate thought leadership, reinforce its position as a trusted advisor in the financial services community and fuel new client acquisition.

1. Marketing
Plan
2014
01
02
03
04
05
06
Introduction
Situation
Objectives
Strategy
Activities
Resources

2. Introduction
01
01 Introduction
02 Situation
03 Objectives
04 Strategy
05 Activities
06 Resources
Who is Finalyse?

3. Introduction


Vision
Mission
Vision
To become Europe’s leading implementation consultancy for
the financial sector.

4. Introduction


Vision
Mission
Mission
Finalyse provides the financial community with the expertise and
creativity that bridges the gap between finance and technology.

5. Situation
01 Introduction
02 Situation
03 Objectives
04 Strategy
05 Activities
06 Resources
02 What is the current
situation of
Finalyse?

6. Situation


Company
Client


SWOT
Competition
COMPANY
•Profitable and growing operations in niche market, bridging the gap
between finance and technology
•Medium sized and agile network of highly skilled professionals
•Multi-cultural team with practical understanding of the region
•25 years in the market, present in key financial hotspots in Europe

7. Situation


Company
Client


SWOT
Competition
CLIENTS
• Banks, insurance companies and other financial institutions in Europe
• Number of accounts is manageable and stable. Retention rate is high
• Perceived clients’ needs: tools for monthly forecasting, detailed
analytics, dynamic pricing methods and reporting, ability to run various
scenarios, smooth implementation and the latest business intelligence

8. Situation


Company
Client


SWOT
Competition
SWOT Analysis
S: highly qualified consultants with IT skills, multi-disciplinary teams,
knowledge of the region and industry, independent and objective solutions to
clients’ needs = client-centric approach, strong partnerships with vendors
W: primarily known within small existing client base, weak online presence
O: promotion and selling solutions developed in-house, cross-selling and
upselling services, development of knowledge-sharing space and practices
T: fierce competition from well-known brands in consulting industry, offering
risk management solutions to financial industry

9. Situation


Company
Client


SWOT
Competition
COMPETITION
From marketing comms perspective, competitors have clear and creative promotion of
their solutions and services. For example, these three companies have invested well
into marketing, including digital:
1)CSC has an outstanding website with rich and fresh content, prominent use of
images and videos, showcasing success stories and providing latest reports, industry
news and op-eds.
2)Keyrus is well positioned as innovative, creative and cost-effective consultancy in BI
and performance management end-to-end services.
3)LACO promotes itself to banks and insurance companies as a company that helps
face new regulation by providing immaculate BI solutions and customized software

10. Objectives
03

Marketing Comms
Marketing
Communications
Objectives

11. Objectives

Marketing Comms
Strong Brand
•
Brand values to be reinforced among Finalyse staff, leveraging
TEEFI: teamwork and team spirit, expertise, empowerment,
fairness, and innovation.
• By surveying staff and client satisfaction, it is possible to measure
brand perception, awareness and establish necessary benchmarks
• Each consultant is a valuable virtuoso, but only by playing in
harmony can Finalyse compose solutions for its clients like an
orchestra!
• Leverage creativity. Clients need to know how Finalyse sounds

12. Objectives

Marketing Comms
The Message
- Your Trusted Advisor
- Composing Solutions for Financial Industry since 1988
In order to position Finalyse as the leader in risk management in CEE and
beyond, we need to show a successful track record of orchestrating positive
results for clients. The subsequent marketing channels and activities must stay
on the brand, focused on eliciting trust and conveying the core message i.e.
client is the conductor. Expertise and 25+ years of experience is the
instrument of growth

13. 
Strategy
04
Targeting
Channel
What is our Market
Strategy?
In each country where Finalyse operates, we need to know precisely who are we
targeting, which service or solution we offer and how we position ourselves on
the price range and differentiate vis-à-vis competition. The more data we collect,
the easier it is to perfect our pitch, deliver an outstanding solution and grow our
business. In a niche market, emphasis is on pursuit of perfection in client
retention and winning new contracts to keep growing.

14. 
Strategy
Targeting
Channels
Channel
In B2B outbound, event
and online marketing is
the most effective
Source: MarketingProfs

15. 
Strategy
Targeting
Channel
Content is King
In B2B and especially in the consulting
field it is paramount to demonstrate
expertise by displaying successful case
studies, free guides to solve customer
problems and testimonials from satisfied
clients.
These trends apply to the financial
industry as well.

16. Activities
05
01 Introduction
02 Situation
03 Objectives
04 Strategy
05 Activities
06 Resources
What actions do
we need to take?

17. Activities
Web & Online
Ads


Social Media

Events & PR
Web & Online Ads
1) It is possible to compete for clients’ interest online with top global players, because
Google Adwords rate the company’s webpage by relevance and quality, not only by
price per click (PPC). Therefore, the first step to make Finalyse searchable online is
to revamp the company’s website: create modern layout, useful content, social
features, powerful images and photos, and optimize for mobile.
2) Invest time and resources into content creation and sharing across multiple social
media platforms and via e-newsletter
3) Invest into marketing automation tools (e-newsletter provider, CRM, etc), as well as
the website’s continuous testing and improvement, advised by Google Analytics
4) Measure, analyse, adapt

18. Activities
Programs
Programs
 Web & Online
Web & Online
Ads  Advertising
Ads
 Events

1) Revamping the website
with the goal to be
•
User-friendly and attractive
homepage with prominent use
of
photographs
•
Showing
•
Demonstrating ready products
•
Appealing images that are
“branded”
happy
clients

 Social Media
 Events
Social Media  Events & PR & PR
 Public Relations
 Communications

19. Activities
Programs
Programs
1) Revamping the
with the goal to
 Web & Online
Web & Online
Ads  Advertising
Ads

website Events

• Use language and surf upon
emotions of your clients
• Describe benefits of
cooperating with Finalyse
• Use keywords that would
help in SEO and SEM
• Provide useful articles,
reports and guides online

 Social Media
 Events
Social Media  Events & PR & PR
 Public Relations
 Communications

20. Activities
Programs
Programs
 Web & Online
Web & Online
Ads  Advertising
Ads
 Events

1) Revamping the website
with the goal to
• Provide space where Finalyse can
share its insights in human/personal
way (blog)
• Stay relevant and keep pulse on the
latest developments in the industry
• Offer reasons for clients and
prospects to visit your website on
regular basis and share your content
• Increase conversions

 Social Media
 Events
Social Media  Events & PR & PR
 Public Relations
 Communications

21. Programs
Activities
Programs
 Web & Online
Web & Online
Ads  Advertising
Ads
 Events

1) Revamping the website
with the goal to
• Make website more interactive,
convert visitors into subscribers,
get their data for the sales pipeline
• Develop stronger relations online
• Optimise for mobile

 Social Media
 Events
Social Media  Events & PR & PR
 Public Relations
 Communications

22. Programs
Activities
Programs
 Web & Online
Web & Online
Ads  Advertising
Ads
 Events

1) Revamping the website
with the goal to
• Show case studies
• Share success stories
• Compel to contact Finalyse

 Social Media
 Events
Social Media  Events & PR & PR
 Public Relations
 Communications

23. Programs
Activities
Programs
 Web & Online
Web & Online
Ads  Advertising
Ads
 Events

2) Invest into content creation

 Social Media
 Events
Social Media  Events & PR & PR
 Public Relations
 Communications
• Plan resources and provide appropriate tools
and training, including content production skills
(digital, verbal and visual), and ‘search engine
optimisation’ of all content
• Finalyse can’t create all the content it needs inhouse. Finalyse has to be
curator/publisher/filter of other industry leaders’
content too.
• Measure impacts and success, using analytics
and KPIs, and adapt plans if needed

24. Programs
Activities
Programs
 Web & Online
Web & Online
Ads  Advertising
Ads
 Events


 Social Media
 Events
Social Media  Events & PR & PR
 Public Relations
 Communications
3) Invest into marketing automation tools to effectively measure ROI

25. Programs
Activities
Programs
 Web & Online
Web & Online
Ads  Advertising
Ads
 Events


 Social Media
 Events
Social Media  Events & PR & PR
 Public Relations
 Communications
Events & PR
• Finalyse is active in attending industry specific events in
Benelux countries, as well as in Budapest.
• Company consultants are frequent speakers and
presenters at SAS forums and PRMIA events.
• Finalyse also sponsors industry related events, which presumably
positively impacts brand recognition. Media exposure and brand
awareness have not been measured yet
• Recording, qualifying and following-up on acquired leads should
be systematic

26. Activities
Programs
Programs
& Events
WebWeb & Online
Online

Ads AdsLead Gen
 Branding


 Social Media
  Web & Online
Social Media  Events & PR & PR
Events
 Public Relations
 Mobile
 Communications
 Advertising
Social Media
Social media is so integrated into search engines that they give a lot of weight to
sharing. Sharing also means that each person who shares exposes their audience to
article/brand/website of Finalyse as well. Therefore, social media can help to amplify
valuable content that is posted on the company’s website.
e.g. article posted on company’s blog can be shared on PRMIA’s blog and on
LinkedIn. Opinion on the latest regulation and its implications can be video recorded
and shared on Youtube, which is the second largest search engine. Combined with
recent company’s news, the e-newsletter can be sent out to company’s stakeholders
via MailChimp (email marketing), hyperlinking to blog on company’s website,
enhancing thought leadership.

27. Programs
Activities
Programs
& Events
WebWeb & Online
Online

Ads AdsLead Gen
 Branding


 Social Media
  Web & Online
Social Media  Events & PR & PR
Events
 Public Relations
 Mobile
 Communications
 Advertising
Comms Key Metrics
•
•
•
•
Linkedin/Youtube Followers
Referring traffic
Linkedin Group members
Linkedin/YouTube Comments
• Posts by social press
• Referrals from social press
• Increased brand
awareness on influential
blogs
• Identify other groups/channels to
follow and participate
• Encourage employee participation
• Monitor and participate in Q&A
• Decide on # of posts daily

28. Resources
06
Marketing manager’s task
is to calculate necessary
investment, project
desired outcomes and
ROI, as well as follow a
corresponding timeline



Technology
Processes
People

29. Summary
• By embracing digital marketing and
integrating it with offline communications,
Finalyse
will
demonstrate
thought
leadership, reinforce its position as a trusted
advisor in the financial services community
and
fuel
new
client
acquisition.
• By
implementing
a
comprehensive
marketing program, Finalyse will increase
brand awareness, add value to its clients
and deepen existing relationships
• By investing into relationships Finalyse will
compose symphonies!

30. Marketing Plan
Thank you!
Maryna Yaroshchuk
Maryna.yaroshchuk@gmail.com