Bacs is the organisation responsible for processing hundreds of millions of automated payments between bank accounts each day.
Translating brand qualities into comms
In Autumn 2014, KISS was contracted to work with Bacs to overhaul its website and look after its email marketing.
Bacs’ brand qualities are summed up by the keywords diplomatic, authoritative, guardian-like, dependable, enabling and focused. These qualities needed to shape the new website and email comms.
A trusted B2B brand
This was an opportunity for KISS to work with one of the UK’s most trusted B2B brands. To most consumers, Bacs is practically invisible. They know that their salaries get paid directly into their bank accounts and that they pay their electricity bill by direct debit but they have little concept of the organisation that is typically responsible for these and more than 100 million automated payments every day.
For the banks and financial organisations that are members of the organisation, Bacs ensures that the money always arrives and their customers can be certain that their online transfers will be problem-free.
Integrated email campaign
The digital strategy work completed by KISS for the website proved crucial for informing the ongoing email management and optimising campaign results. Since taking over Bacs’ email management, KISS has sent more than two million emails on behalf of Bacs and continues to plan, manage and report on Bacs’ email campaigns with a view to continuous improvement.
KISS has robust processes in place to ensure accurate replies that are tailored to recipients’ requirements, with in-depth reporting provided to Bacs to inform future campaign strategies.
Other Bacs projects
Since we began working with Bacs, we have also been commissioned to design a website with information about sort codes, which is funded by Bacs, Faster Payments, CHAPS and the Cheque & Credit Clearing Company. KISS also provides consultancy services to the Current Account Switch Service team.
Working across Bacs’ website and emails gave us the opportunity to devise a co-ordinated campaign across the organisation’s digital communications. This helps to ensure brand consistency regardless of how customers encounter the brand.