Skipton’s brand platform is centred around ‘meaningful giving’ – the idea that when your money is in a good place, you can afford to give to those you love in life, in the heartfelt moments that matter.
“Working collaboratively with Jaywing to co-create our strategy, the first task was to unearth what’s really important to our audience in our new post-Covid world”, explains Lynne Cook, head of marketing at Skipton Building Society. “And it’s something that’s more important than money. It’s their loved ones, the ones who will be impacted the most – whether it’s helping their children get on the property ladder, or giving them a helping hand with their careers, it's the mums, dads and parents of this generation that are worrying the most”.
The creative insight – that, when you already have the material things in life, you want to use your money to make good things happen for your family – inspired the brand platform of ‘meaningful giving’. Having built strong audience recall and memory structures over the last three years, the development of the brand’s strategy moves Skipton’s journey on from the rational space of raising awareness and brand knowledge; it evolves the positioning from ‘helping people find their good place since 1853’ to a more emotive one.
Consumer insight showed that the core market falls into the more affluent midlife demographic. These people, whilst financially secure, have a lot on their plates. They are part of the squeezed middle generation who have a lot of personal responsibilities, often worrying about who will care for elderly parents, concerned about their children who are starting out in their adult lives, as well as wanting to make sure they have the finances in place to retire comfortably.
And Skipton Building Society, being different from other building societies in that they have an important and growing business in financial advice, makes more affluent customers a natural target — they are an older generation of empty-nesters, approaching or at the peak of their earning power, or even retired, with the funds to take advantage of Skipton’s advice.