Caja Mediterrá¡neo has used the network to further its locally oriented marketing strategy. With thousands of possible programming permutations in force at any point in time, no two branches play identical content.
Some examples of localized messaging include:
> An events calendar featuring Caja Mediterrá¡neo’s sponsorships of activities at the neighborhood, provincial, regional and national level
> “Micro-campaigns” that vary for each branch, based on the prior week’s sales results
> Local real-estate listings
The system is operated by John Ryan’s Web-based Messaging Manager content creation and management tools. Five different internal departments regularly use the system, as well as external agencies and translators.
“The dynamic messaging system has improved awareness of our offers while improving customer satisfaction with the branch in general,” said Francisco Galiano, Deputy General Manager of Retail. “Sales results reflect these improvements.”
About Caja Mediterrá¡neo
Caja Mediterrá¡neo was established more than 130 years ago and is now one of the largest savings banks in Spain, with an international network of more than 1,100 sites. Headquartered in Alicante, Caja Mediterrá¡neo is a non-profit organization created for social and charitable purposes. Any net earnings are used to create reserve funds to protect its savers, and to create, maintain and contribute to charitable, social and cultural activities. More information is available at www.cam.es.
About John Ryan
With offices in the U.S., Europe and Asia, John Ryan is a retail marketing agency specializing in "Total Store Messaging" - a disciplined approach to making the most of customer communications. A leader in the application of multimedia and interactive technology to point-of-sale marketing, John Ryan operates some of the largest digital signage networks in the U.S. and Europe and has been recognized for its innovation with multiple POPAI, Digi and Fourth Screen awards. For additional information visit www.johnryan.com.