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A new reporting in Co&Com show

«Communication in LCL»

Special correspondents:

Grégoire Macqueron

Siham Sadmi

Chadi Torbey

Josiane Kengne1

Why LCL?

Bank = strong communictaion.

Recent change of name/Logo.

Gathering the information

Web investigation.Acquintances.Local Agency’s director.

What is LCL? French bank company.

A growing importance.

Ex-Crédit Lyonnais.

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How can you describe your company?

Presentation of the bank

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Presentation of the bank

Established on the 28th of August 2005

Owned at 99% by the « Crédit Agricole »

25911 person collaborate to the success of LCL

Presence on the whole french territory with 1970 agencies with 50% of them dispatched in agglomerations of more than 200000 person

6 million client in 2007

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Board of directors at LCL

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LCLBanque de dtail

PacificaAssurance

CalyonA l'tranger

PrdicaAssurance-Vie

SofincoFinances

Et d'autres encore...

Crdit Agricole S.A.

Caisses rgionnales du Crdit Agricole(CRCA)

Une dizaine

LCL Structure

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Director:

CASA subsidiary.

An important brand.

So:

Part of a branded company.

A specific image.

A specific marketing positionning.

But a separate corporate communication.

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Can you describe how communication contributes to your success?

- In 2004 the bank fixed a self objective which is to be « the bank of reference in France by the horizon of 2007-2008 »

- For this a whole communication project was necessary in order to motivate our team and inform the market of our motivations and goals

- The communication main route established is fixed with by the directors

- Every person at LCL contributes to this plan

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Communication objectives

To improve our employees performance

To keep the renowned type of clients of « le credit lyonnais » and target more the young generation.

Inform the clients that the bank takes responsibilites of its engagments. This is due to a more exigent type of clients « LCL s'engage, LCL assume » 

To change the bad image clients had of the « credit lyonnais »

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Is the reflection of the image you send up to your attents

Measuring the success of our communication is not an easy task to doOur means of measurement rely on 3 main parameters1-the achievement of our targets which we measure quarterly. We adapt our communication based on whether our results are positive or not2- the satisfaction of our employees and the success of team work which means that information circulated freely and everyone was able to express his concerns about the job and the current projects3- the information we can collect from our clients and the reports in the media and the specialized magazines give us a good assessment of the success of our communication

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LCL corporate culture:

« Pushing » communication.

High technology and online services.

Patronages.

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What’s the policy of communication in your company, LCL?

Mr. :

1) A permanent communication on the national territory scale. 2) A communication on the regional territory scale.

Policy of Communication

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What are the budget and the ressources set up to assure an efficient communication?

Mr.Investments: •20 millions Euros on advertisements in 2005.•45 millions Euros for renewing LCL agencies.

Budget & Ressources (Greg)

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What is the public concerned by communication?

1) on 1st level students

2) General public

3) Up-market public.

Public Concerned

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Who communicates?

The communication Direction;Marketing Direction;Legal Direction.

Who communicates?

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What are the means of communication ?

I- Internally:

- Annual, monthly, weekly & daily reports on the market;

- Between agencies & the headquarters.

Means of Communication

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What are the means of communication?

II- Externally:

1) Advertising: the most important mean is the 2008 TV campaign. Eg: « Solution Conso » & « Assurance vie taux boosté », using Polnareff music.

2) Advertising in the agency itself: advertising on place of sale.

3) fliers, leaflets, brochures, catalogues...

Means of Communication

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Externally:

4) Sponsoring « tour de France » & judo federation

5) Sponsorship of Children Cardiac Surgery association MCC.

6)newspapers such as: Le Figaro, La Tribune.

7)online by creating a new web site « ilcl.com »

Means of Communication

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Interviewing people

What is the image people have about LCL?

S.Sarah: the marketing is focussing on young people , students specially.

S. Magdalina: the communication is well mastered.

Z. Juana: the advertisements we see on TV hide some harmful truth behind.

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To sum up:

A new brand to araise the bad history.

Aim young people & up-market public.

So:

A pushing & Hight Tech corporate communication.

Strong commnucation strategy with a huge investment.

Some success & regaining the good image of LCL.

A lack in some public of communication (internal).

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Mazlow Hierarchy:

Acceptability.

Try leadership.

A strong corporate communication.

On the good way.

Need to enhance communication to other public than customers/locals.

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That was Grégoire, Siham, Josiane and Chadi for Co&Com

movie, on Economia TV.

Thank you for joining us

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