The Co-operative Bank is a bank in the United Kingdom, with its headquarters in Balloon Street, Manchester. The Co-operative Bank has a unique ethical policy setting out the way they do business and are committed to leading the way on ethical, environmental and community matters.
I worked at The Co-operative Bank as Digital Marketing Executive from October 2016 – March 2018. My role at the Bank was to run the social profiles across all networks and plan and ensure the growth of these channels by creating engaging relevant content to customers and potential customers across the year.
Part of my responsibilities when creating content for social was to create any digital assets needed across social platforms, and to ensure these adhered to external brand guidelines, as well to any marketing campaigns used in-branch, or on TV. Below is a snapshot of one of these branch campaigns, for which I created the online and social assets.
For Centrepoint Sleep Out Manchester 2017, I managed a small film crew to record footage and pre-planned interviews of the attendants, and staff of The Co-operative Bank (sponsors of Centrepoint). This was part of our online Christmas campaign, for which I edited the main campaign footage into this short 30 second shareable video.
Shortlisted for Most Effective Use of Social Media by CCA Global Excellence Awards 2018.
One of the challenges when planning and creating social content for a national high-street bank is to ensure all content meets internal and external KPIs. These can be especially specific as they must meet FCA standards, adhere to external brand guidelines, support the ongoing goals of PR, and, when advertising for a financial product, remain compliant. During my time at The Co-operative Bank, the company underwent a recapitalisation, ensuring a need for strict regulation on outgoing content. Considering this significant barrier, I still increased our engagement metrics considerably, and our overall followers by 25%.