UK Barclays Bank Campaign Case Study (Case Study Sample)

ASSIGNMENT: U.K Barclays Bank Campaign Case Study.
In the Barclays bank case study I identified these as the crisis, event/exact cause of the crisis and remedies to the crisis:
The "A Big World needs a Big Bank" Advertising campaign was identified as a crisis because, the campaign made the bank come out looking as an exclusive corporate entity that doesn’t care for the small people. The fact that they spent big budgets on the campaign smacks of a corporate company that is working so hard to lock out the small people. Even spending exorbitantly to lock out these small people. The campaign endorsers in their posh mansions portrayed the bank as a corporate that is out of touch with the ordinary folk.
The exact Cause of this crisis was running the campaign at the same time the bank was closing the hundred and seventy branches.
With the benefit of hindsight, Barclays should not have run this campaign. A different concept for an advertising campaign would have been more appropriate instead. If Barclays still had to run this campaign, it would have been better if it did not run at the same time as the closures. The campaign should have been championed by endorsers from all walks of life and not only the well to do "Big People”. When this Campaign proved not good for Barclays, they should have run a spin campaign that explained away the "Big" not as an exclusive concept but rather talking of the "bigness" in every one of us even those who don’t seem that way.
The closure of hundred and seventy branches mainly in rural areas was another crises; it was unfortunate that the Bank decided to do this at the time that they were running the "Big" campaign as this reinforced the notion that it was only for the big fish. Even worse, the branches were in rural areas. While at the same time the bank is spending huge budgets on lofty communication campaigns. This made the rural folk feel like Barclays didn’t find them worthy customers.
The Exact Cause of the crisis was that this closure made it look like Barclays did not find some people worthy enough to be Barclay’s customers and seemingly more the people in rural areas. To save the situation, Bank should have released press statements explaining the exact reason why they needed to close some of the branches and explain that this was not targeted at excluding any demographic of people. Secondly, the Bank should not have done the closures at the same time that they were spending big on an advertising campaign.
Thirdly, the press release by CEO Mathew Barret’s about the bank’s focus on profits, this statement further aggravated people who had lost their branches. The statement was taken to be very arrogant, the Bank seemed to put profits for investors above all else. Even above people. The Exact Cause of this crisis was the arrogance and seemingly uncaring approach by the company’s CEO.The approach was arrogant and defensive. The justification for closing the branches should have been communicated as a critical need of the business that was not specifically targeted at punishing any person or persons and if it had any undesirable impacts, this was highly unintended.
CEO Mathew Barret’s salary of £1.3million in three months was yet another crisis. It looked inappropriate for one individual to be earning such huge sums of money in such a short time while the bank was facing financial crunches that occasioned the closing of some branches. Such a big salary reinforced the negative image of the exclusive big bank for big people, this dented the bank’s image hence we categorized this as a crisis faced by the bank.
The Bank should have made the CEO take a pay cut as a sign of good faith. This should have been communicated as goodwill gesture in keeping with the Banks concern and caring for all people.
Mathew Barret’s goof on credit. This was a crisis because it portrayed Barclays a bank that is selling products...