Communications€¦ · follow the same brand principles – helping to reflect and support the customer step or product benefit. For your next step i’ve found my For your next step

One-to-One Communications

IB asset. Email.C5 outer with full bleed key image. A4 standard letter with prox box.

One-to-One Bringing the Conversation to LifeIn our broadcast comms, the FYNS message is one-to-many. In our direct channels, the shift is one-to-one. Which means we show how we can help with the next step, rather than just say it.

The call to action we ask in all our broadcast comms is to ‘talk to us today’. After all, the biggest financial decisions in life begin with a conversation. So it’s a natural starting point for us.

Any decision we’re asking our customers to make starts with a conversation. Consequently, in one-to-one it’s quite literally the conversation brought to life in print and digital.

Mr A B SampleSample HouseSampletonSampleshireSampleABC 123 000/000

C9 10008

for the biggest thing i’ll buy, i need some advice

If undelivered, please return to: Lloyds Bank plc PO Box 140, NORMANTON WF6 1YAPlease do not use this address to write to Lloyds Bank.

For your next step

Mrs A B SampleSample HouseSampletonSampleshireSampleABC 123 000/000

<date>

For your next step

i’m ready for my own placeXXXX XXX XXX

lloydsbank.com/xxxxxxxxxxxxx Lines open 8am - 8pm Monday to Friday, 8am - 4pm Saturday

i’m so over renting, where do i start?

what can i stretch to? We’ll use our expertise to get your finance plans in place up front. Volupta sus abor alibus quatempores endebis con experit aspe nonsed que con etur? Si tet estion reculparum iunt eat labores equasperum, sedi te niscium il iliquo quae. Omnis accae minitia nonsed evelisciis exceperum re odis.

what’s next?Sum utetur.

Sequunt iaeperia doloreium venimeni dolumqu oditatur. Totas eum iur, ipiet unt moluptatiunt labor simincto blatur? Ignime derruntem quo occatum enimagn ihicia ilicit, soluptatibus as reseque consendi deligenihic tem quametur autem voluptur re naturi tem que.

ok, let’s get moving Great, just get in touch. audae velecus aperum et voluptat que que laborem pelicil int eum vellatur.

Hi Sarah, your first step is a chat with our mortgage adviser. Equam rem. Itassus, nissimusdae et andaeceperem vendiorumquo ventDem restiae sum, utendam aceped modi in represt, si dellore rferibus num, volupti te la solut volut int autatum eaque magnatem illatent.

Yours sincerely

Jane SmithLorem ipsum

YOUR HOME MAY BE REPOSSESSED IF YOU DON’T KEEP UP REPAYMENTS ON YOUR MORTGAGE

We’ll pay your upfront mortgage fees and arrange

it all for you

No mortgage fee or product fee.No valuation fee.

We pay your basic legal fee.

One piece mailer. Statement insert.C5 outer front.

C5 outer back.

A4 letter.

One-to-One Tone of Voice & ImageryWe apply the TOV principles of strength, experience and empathy – with empathy being the key to delivering a genuine Customer Voice. Our language, messaging and content should all be rooted in the reality of our customers’ lives.

So, if it doesn’t sound like something our customers would naturally say, we shouldn’t say it either. And imagery should follow the same brand principles – helping to reflect and support the customer step or product benefit.

For your next step

i’ve found my pride and joy

Car finance

Mr A B SampleSample HouseSampletonSampleshireSampleABC 123 000/000

C9 10008

for the biggest thing i’ll buy, i need some advice


For your next step

Mrs A B SampleSample HouseSampletonSampleshireSampleABC 123 000/000

<date>

For your next step

i’m ready for my own placeXXXX XXX XXX


i’m so over renting, where do i start?

what can i stretch to? We’ll use our expertise to get your fi nance plans in place up front. Volupta sus abor alibus quatempores endebis con experit aspe nonsed que con etur? Si tet estion reculparum iunt eat labores equasperum, sedi te niscium il iliquo quae. Omnis accae minitia nonsed evelisciis exceperum re odis.

what’s next?When you’ve seen your perfect fi rst home, it’s time to make an o� er. Sum utetur. Sequunt iaeperia doloreium venimeni dolumqu oditatur. Totas eum iur, ipiet unt moluptatiunt labor simincto blatur? Ignime derruntem quo occatum enimagn ihicia ilicit, soluptatibus as reseque consendi deligenihic tem quametur autem voluptur re naturi tem que.

ok, let’s get moving Great, just get in touch. To es estiumquibus ut ut o� cipis aut laborita derum is audae velecus aperum et voluptat que que laborem pelicil int eum vellatur.

Hi Sarah, your fi rst step is a chat with our mortgage adviser. Equam rem. Itassus, nissimusdae et andaeceperem vendiorumquo ventDem restiae sum, utendam aceped modi in represt, si dellore rferibus num, volupti te la solut volut int autatum eaque magnatem illatent.

Yours sincerely

Jane SmithLorem ipsum

YOUR HOME MAY BE REPOSSESSED IF YOU DON’T KEEP UP REPAYMENTS ON YOUR MORTGAGE

We’ll pay your upfront mortgage fees and arrange

it all for you

No mortgage fee or product fee.No valuation fee.

We pay your basic legal fee.

Inverted “L” uses Core Green @ 80% opacity (over image)

C=93 M=10 Y=77 K =45

Mrs A Sample1 Acacia AvenueSampletonSampleshireSampleABC 123 000/000

<date>

For your next step

i’m ready to choose my coverXXXX XXX XXX and quote XXXX


Your estimated quote1 Acacia Avenue

£XXX.XX per year

Estimate shown is based on the online price for standard blanket cover at <date> and some assumptions shown on the back of this letter.

Excludes additional cover.

10% discount for existing Lloyds Bank customersConfi rm you have an account or product with us when applying.

Additional 10% discount for Club Lloyds customers

On combined policies when using the contact details within this letter.

£50 cashback o� erCashback will be sent once you’ve held

your combined policy for 70 days and paid your fi rst premium.

Multiple discounts are applied consecutively, which may reduce the overall discount received.

Neither discount applies to Home Emergency or Legal Expenses Cover.

Conditions apply to all off ers – see overleaf.

can i choose the level of home insurance i want?

any more ways i can save money?Not only are our prices competitive, but we’ll also add on some exclusive savings for you:

• 10% discount just for Lloyds customers. • Additional 10% discount for Club Lloyds customers. • £50 cashback if you take out combined Buildings and Contents.

You can, Anna. No two people are the same and no two homes are thesame. That’s why we off er a choice of home insurance so you only pay for what you need.

Home Insurance – covers all the basics and lets you choose add-ons like Accidental Damage. Home Insurance Premier – higher protection with unlimited Buildings and Contents Cover and extras like Accidental Damage and Outbuildings included.

To fi nd out more about our cover options, please see the enclosed leafl et.

can i trust you to be there if i need you?

so what’s the next step?

Absolutely. We have UK-based claims handlers, a 24-hour emergency helpline and Personal Claims Consultants who’ll come to you if we think that’s helpful.

With your renewal date coming up, you can get a quote based on your preferred choice of cover. Call one of our UK-based advisers on XXXX XXX XXXX to talk about the cover you need, or go to lloydsbank.com/xxxxxxxxxxx.

Yours sincerely,

Craig ThorntonLloyds Bank General Insurance

C5 outer back.


C9 10008

i need to look aftermy home and my wallet


For your next step

C5 outer with over printed copy.

Customer Voice Insight driven lead-in

to the pack.

Copy on outer uses Core Green @ 100%

C=93 M=10 Y=77 K =45

Subs/Questions uses Core Green @ 100%

C=93 M=10 Y=77 K =45

Copy on reverse uses Core Green @ 100%

C=93 M=10 Y=77 K =45

Inverted “L” uses Core Green @ 100%

C=93 M=10 Y=77 K =45

Johnson Box use Apple Green @ 20%

C=60 M=0 Y=100 K =0

CTA Panel uses Racing Green @ 100%

C=100 M=0 Y=85 K =80

Product offer box Highlight offer benefits.

Opener Visual device to open up the conversation.

Chunking Scan-able content.

Inverted L

Repeat icon from outer

Make the sale Always drive the customer

to action – the next step starts here.

Image (flexible) If there is concise amount

of text in the letter then an image can be added here.

Brand signpost Suggests your next step

is about to begin.

Brand signpost Always sits underneath CTA.

Product sign-posting

No formal salutation Make the introduction part of the conversation.

A4 standard letter with prox box.

It’s our ‘hello’ Headline is Insight driven. Customer Voice is prominent. Triggers the start of a conversation.

Key principles The Customer VoiceWhen using the Customer Voice, we’re putting ourselves in the customer’s shoes. So, it allows us to flex the brand value of empathy.

This all starts with a genuine trigger or step – buying a house, opening an account, switching, etc. The first expression of the Customer Voice should be based on an authentic insight e.g. First Time Buyers, ‘for the biggest thing I’ll ever buy, I need some advice’.

The creative interpretation can either be before they’ve taken the step, ‘i need to look after my home and my wallet’ for Home Insurance, or the result of having used the product e.g. Car Finance, ‘i’ve found my pride and joy’.

The conversation should then flow in a naturally chronological order. It’s a Q&A just as you would have if you were sitting in branch or chatting over the phone. And we always close the sale with the customer need e.g. Home Insurance, ‘i’m ready to choose my cover’.

Key principles The Customer Voice – Digital

Email mobile. Email desktop. Big prompt.

Bank Out subject line. Bank Out subject line.

Inverted L.

Inverted L.

Clear CTA below image.

Clear CTA below offer.

Product icon.

Finish with CTA. Finish with CTA.

Chunkable content.

Chunkable content.

Customer Voice.

Customer Voice.

Headline here.

Product copy.

Strapline: bottom right of inverted “L”. No iconography to

be used in place of the strapline. No Lloyds Bank logo required.

Headline panel uses Racing Green @ 100% C=100 M=0 Y=85 K =80

Panel intro uses Racing Green @ 100% C=100 M=0 Y=85 K =80

Panel intro uses Racing Green @ 100% C=100 M=0 Y=85 K =80

Inverted “L” uses Core Green @ 100% C=93 M=10 Y=77 K =45

Inverted “L” uses Core Green @ 80% opacity (over image) C=93 M=10 Y=77 K =45

CTA to sit above T&Cs.

Key principles Bank Out There are occasions when the Customer Voice in one-to-one simply isn’t appropriate.

In these cases, it makes sense for the bank’s voice to take the lead. We still flex our strength, empathy and experience when talking to the customer, but it’s from the bank’s perspective.

A4 letter – Insurance follow up. Insurance landing page – bank’s real estate so their space in their voice.Insurance follow up emailLloyds 2 weeks follow up DM - C5 Outer with A4 letter

For your next step

Still time to chooseyour home insurance

Today’s the day to pick your perfect home insuranceDear <Anna>, With your renewal date coming up, now’s the time to choose great value home insurance that’s just right for you. Home Insurance – covers all the basics and lets you choose add-ons like Accidental Damage

Home Insurance Premier – higher protection with unlimited Buildings and Contents cover and extras like Accidental Damage included. More ways to save Whichever you choose, we have ways to offer you even better value:• 10% discount, just for being a Lloyds Bank customer• Additional 10% Club Lloyds discount• £50 cashback if you take out combined Buildings and Contents To get a quote today, simply call us on 0800 XXX XXXX or visit lloydsbank.com/insurance

For your next step

Get a quote todayXXXX XXX XXX quote XXXX


Home insurance

£XXX.XXFrom just

per year to insure<1 Acacia Avenue>

Lloyds 2 weeks follow up DM - C5 Outer with A4 letter

For your next step

Still time to chooseyour home insurance

Today’s the day to pick your perfect home insuranceDear <Anna>, With your renewal date coming up, now’s the time to choose great value home insurance that’s just right for you. Home Insurance – covers all the basics and lets you choose add-ons like Accidental Damage

Home Insurance Premier – higher protection with unlimited Buildings and Contents cover and extras like Accidental Damage included. More ways to save Whichever you choose, we have ways to offer you even better value:• 10% discount, just for being a Lloyds Bank customer• Additional 10% Club Lloyds discount• £50 cashback if you take out combined Buildings and Contents To get a quote today, simply call us on 0800 XXX XXXX or visit lloydsbank.com/insurance

For your next step

Get a quote todayXXXX XXX XXX quote XXXX


Home insurance

£XXX.XXFrom just

per year to insure<1 Acacia Avenue>

C5 outer with over printed copy Insurance follow up to a conversation we have already had, so a reminder from the bank.

In terms of execution, we still apply the same graphic, layout and style rules from Customer Voice.


<date>

For your next step

i’m ready to choose my cover<XXXX XXX XXX> and quote <XXXX>

lloydsbank.com/<xxxxxxxxxxxxx> Lines open 8am - 8pm Monday to Friday, 8am - 4pm Saturday

Home insurance from

£<XXX.XX> per year

<X>% of customers paid this price or less for a new combined policy bought through Internet Bank-ing between <XX.XX.XXXX> and <XX.XX.XXXX>. Price includes the discounts below and excludes Home Emergency Cover. Based on a sample size

of <XXX> customers.

10% discount for existing Lloyds Bank customers

Additional 10% discount for Club Lloyds customers

£50 cashback o� er

Multiple discounts are applied consecutively, which may reduce the overall discount received.

Neither discount applies to Home Emergency or Legal Expenses Cover.

Conditions apply to all off ers – see overleaf.

can i choose the level of home insurance i want?

any more ways i can save money?Not only are our prices competitive, but we’ll also off er you:

• 10% discount for existing Lloyds Bank customers. • Additional 10% discount for Club Lloyds Bank customers if you take out

a combined Buildings and Contents policy.• £50 cashback if you take out a combined policy, hold it for 70 days

and pay your fi rst premium.

You can, Anna. No two people are the same and no two homes are thesame. That’s why we off er a choice of home insurance so you only pay for what you need:

Home Insurance – covers all the basics and lets you choose add-ons like Accidental Damage. Home Insurance Premier – higher protection with unlimited sum insured Buildings and Contents Cover and extras like Accidental Damage and Outbuildings included. Limits may apply for some elements of cover.

To fi nd out more about our cover options, please see the enclosed leafl et.

can i trust you to be there if i need you?

so what’s the next step?

Absolutely. We have UK-based claims handlers, a 24-hour emergency helpline and Personal Claims Consultants who’ll come to you if we think you need help with a complex claim.

If your renewal date is coming up, you can call one of our UK-based advisers to talk about your preferred choice of cover and the off ers above. Prices may be higher over the phone. Or go to lloydsbank.com/<xxxxx> and log in to Internet Banking to get a quote.

Yours sincerely,

Craig ThorntonLloyds Bank General Insurance

A5 leaflet front cover with bank out headline.

A5 leaflet open spread – Bank Out.

Statement insert.

Customer Voice. Bank Out.

Customer Voice letter.

Key principles Mixing the Customer Voice & Bank OutTo avoid confusion, we should never mix the two approaches. It’s either one distinct approach or the other – not veering between first and third person.

However, the two separate approaches can sit together when they are clearly divided e.g. Customer Voice for the conversation, Bank Out for the product details. Or with two or more communications, the letter can be in Customer Voice and Bank Out for the product insert.

For your next step

i’ve found my pride and joy

Car finance

how can I get the car I really want?

car finance from a bank, how does it work?

ok, what do I do next to apply?

With Lloyds Bank Car Finance Plus, the car you’ve been promising yourself could be that little bit more affordable and easier to buy. Here’s how:

First, we’re able to keep our great rates very competitive. That’s because the finance is secured against the car you’re buying. Plus, we only lend to existing customers like you, so not only do we give you an immediate quote, we also approve 80% of car finance applications.

You just need to decide on three things:

1. Your budget. With Car Finance Plus you could borrow between £3,000 and £60,000.

2. Your car. Whether you’re buying new or used, you can get an agreement in principle from us before you’ve found the car you want. Or, find the car first, then arrange the finance with us. We then transfer the money direct to the dealer.

3. Which finance option? Choose between Fixed or Flex Car Finance. We’ve explained the difference between the two on the page opposite.

Log on to Internet Banking Use our online calculator to see your personalised rates.

Add your car’s details Search for a dealer.

Get your instant quote There is no obligation and no credit footprint – however many times you use the calculator – until you collect the car.

3

2

1

Fixed Car Finance

Flex Car Finance

Balance to Pay

Balance to Pay

• Pay a deposit (optional)

• You make monthly payments until you’ve purchased the car outright

• No mileage limits

• No early repayment charges

• Pay a deposit (optional)

• You make lower monthly payments than you would for Fixed Car Finance

• You pay a lump sum at the end to purchase the car outright, or hand it back (fees may apply if you choose to return the car and it is not in good condition or you exceed the agreed annual mileage limit)

• No early repayment charges

Deposit

Deposit Final Payment (optional)

Two ways to make your dream drive real

4.9% APR Representative

You’ll find everything you need to know at:

lloydsbank.com/carplus

Documents

Communications€¦ · follow the same brand principles – helping to reflect and support the customer step or product benefit. For your next step i’ve found my For your next step