The client
Lloyds Banking Group’s 100,000 employees range from branch-based Retail employees who serve 30 million customers to business relationship managers and City-based traders in the Wholesale division. This very diverse audience came together in 2009 when Lloyds TSB and HBOS were merged during the financial crisis. Many retain a strong loyalty to the Group’s leading high-street brands: Halifax, Lloyds TSB and Bank of Scotland.
The challenge
The Group’s printed magazine Talk was created in 2009 to generate a greater awareness and sense of belonging, bringing the Group’s ‘relationship banking’ strategy to life. However, in a fast-changing business, and after taking note of employee feedback in which 73 per cent said that they would like either an online version of the magazine or both online and printed, the challenge was to meet new demands.
The solution
Working closely with the client, we created a web-based online version of Talk, produced monthly to capture more immediate news and issues than the four-times a year printed version. The online version is highly interactive and keeps the audience up-to-date with the changes to strategic direction covering business ‘need to know’ information. This is balanced with softer people news.
The value
By the second issue, 30,000+ people had been on the site visiting more than 230,500 pages and spending more than six minutes there – a tremendous result for the publication.
And readers say: “It’s fantastic news that TALK magazine is now online and that fewer hard copies will be produced as this really helps the Group to achieve its environmental objectives.”
“Love the new on-line format – easy to navigate, easy to read and environmentally friendly. Will be looking out for the monthly updates.”
“Excellent! Definitely a great plus that it is public access – I can read the magazine on my iPad during my train journey in.”
“I think the site’s really good – I like the way it’s been converted to an online magazine with its own identity rather than a site that just aggregates news stories.”
“This is new and brave. It looks great.”
