“A FRESHMAN NEED

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BACKGROUND On 3rd March, KNEC finally released the anticipated examination results for KCSE

candidates. The excitement following this release is always followed by the anxiety to get placement in a university/college as well as open one's first bank account - moreso in order to process HELB loan payments. It's a very opportune time to grow the number of new accounts at your bank.

A RADIO AFRICA EXCLUSIVE PROPOSAL FOR 2015 2

ISSUES

• The banking sector faces ever increasing competition within the industry. If it's not foreign banks buying into local banking entities, it's sacco societies and micro-finance institutions gradually increasing their share in the financial services sector.

• With this level of saturation in the industry, potential customers are spoilt for choice when choosing a financial partner. Typically, they will go for either the biggest player(s) or the one that is perceived to have the best offers and security.

A RADIO AFRICA EXCLUSIVE PROPOSAL FOR 2015 3

OBJECTIVES• Increase the number of new accounts opened by college freshmen• Communicate the bank's student account privileges• Increase the bank's likability amongst college freshmen & young professionals

A RADIO AFRICA EXCLUSIVE PROPOSAL FOR 2015 4

RADIO STATIONS• KISS FM is Kenya's number 1 English station and transmits across all major

urban stations. The group's core demographic is 18-24. This demographic covers the youth who just finished high school all the way to fresh graduates. They are well-informed, trendy and very digital.

• X FM plays Rock and Alternative Music and targets an affluent and aspirational urban audience. The audience on X is continuously seeking new ways to improve their lives and their communities so that they are able to live successful and rewarding lives.

A RADIO AFRICA EXCLUSIVE PROPOSAL FOR 2015 5

ACTIVATION• We'd like to run a targeted campaign for the bank during the month of March in

order to communicate the benefits young college students will get from opening a bank account with you.

• The campaign will run on both KISS FM and X FM due to the high affinity the stations have with the youth.

• On KISS FM, the campaign will be anchored on The Breakfast Show with Shaffie and Kalekye.

• On X FM, the campaign will be run on The Drive Show with Mike Mondo.• This way, the brand will not only be featured and endorsed on the strongest

segments of each station, but also balance the brand's exposure across the day.

A RADIO AFRICA EXCLUSIVE PROPOSAL FOR 2015 6

KEY TALK-UP POINTS• How to open a student account with the bank• The benefits and privileges of the bank's student/youth account• Special offers that may be available during the April/May Intake• HELB loan processing efficacy• Any academic financial assistance available

A RADIO AFRICA EXCLUSIVE PROPOSAL FOR 2015 7

PRIZES• Fully paid tuition fees for the 1st Semester*• Shopping vouchers for your 1st semester.

*Subject to limit imposed by the bank

A RADIO AFRICA EXCLUSIVE PROPOSAL FOR 2015 8

JUSTIFICATION• This is the best time to grow the number of accounts at your bank• Young freshmen offer longevity for the bank because they'll stick with the same

bank account for at least 6 years.• KISS FM and X FM will jointly speak to precisely the right niche in the market.• With these two stations, you get a market of young people ranging from the

middle class to the super affluent.

A RADIO AFRICA EXCLUSIVE PROPOSAL FOR 2015 9