Warming up

Santander introduces itself to Abbey advisors and customers

Santander asked us to help them to build their relationship with the group of intermediaries, or IFAs, that formed part of their database but who did not actively sell their products. Our role was to write the content for a welcome pack and an on-going engagement campaign that would introduce the Santander portfolio of products, sold under the Abbey for Intermediaries brand in the UK.

The big challenge was in grabbing the attention of the IFAs, who were aware of Santander but, for whatever reason, not selling their products. We wrote a series of eBlasts, which were sent to these “cool” IFAs that focused on the specific benefits associated with Santander and its product portfolio. These linked to and were supported by web copy that gave additional detail or the associated products or services.

We also developed content platforms and wrote copy for a welcome pack, sent out as a follow up to the engagement campaign. This provided an overview of Santander, positioned the company as a strong financial services partner and introduced the range of mortgage, investment and insurance products. It was important that the tone of voice was consistent with the existing Santander product literature and corporate tone; as well as starting to build a relationship with these IFAs.

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