Raiffeisen Bank: factory — Communication campaign

Raiffeisen Bank: factory — Communication campaign

The context and need for the communication campaign

In 2021 Raiffeisen Bank continued to develop its financing program for startups and innovative ideas — factory by RAIFFEISEN BANK. It is the only program in Romania that provides financial support to innovative projects that would not normally meet the financing criteria of an SME bank.

In addition to financial support, creative ideas factory, entrepreneurs can interact with financial experts and mentors, who share business knowledge and help them grow.

In a time of social and economic uncertainty, factory by RAIFFEISEN BANKbecame one of the first funding programs to encourage entrepreneurs to believe in their ideas and fuel their passion and determination to turn them into successful businesses.

For this purpose, Raiffeisen Bank has developed Startup Studio by Factory— a new component of the program, an educational laboratory dedicated to entrepreneurs taking the first steps towards their business goals.

In this context, Raiffeisen Bank needed a communication campaign to strengthen the awareness of the program, but also to generate awareness and signups for the Startup Studio innovation lab.

Communication strategy and creative concept

At the heart of the 2021 communication strategy was the idea of nurturing novelty and inspiring people to trust their dreams, regardless of challenges and limits.

The new post-pandemic normality was a world in which we experienced uncertainties on a daily basis. It was a world in which we were changing our way of living, buying, working and educating ourselves. The world in 2021 was no longer the same as it was before the pandemic, and it was hard to predict what it would look like in the future.

In this context, we needed the innovative effervescence of those who help us live, feed, educate and work better. We needed the ideas of entrepreneurs who bring new projects to life, so that we could live better in this new world. Thus, “We finance new ideas from the new world” became the creative concept of the campaign.

Communication Tactics

A manifesto video that inspires entrepreneurs in the new world

To inspire early-stage entrepreneurs to believe in their ideas, Raiffeisen Bank has partnered with entrepreneurs previously funded through the program Fabriek, who were also affected by the pandemic, but found creative solutions for their businesses. The communication campaign was launched with a video manifesto of some businesses #Madeinfactory, which revealed #factoryspirit— the spirit of innovation and resilience in the face of change.

The aim of the manifesto was to inspire other entrepreneurs to find the right resources for their businesses and apply for either Startup Studio, either for Fabriek, depending on the stage of their startup.

Video series with authentic experiences

In addition to this video manifesto, a series of videos dedicated to 9 #Madeinfactory businesses and the stories of the entrepreneurs behind them was released. For the first time, entrepreneurs in the community FabriekThey have affirmed their identity through authentic videos, presenting themselves in their work environment and becoming examples of a new generation of entrepreneurs who inspire resilience, creativity and a passion for innovation.

The videos were published on Raiffeisen Bank's communication channels as part of an extensive social media campaign that included dedicated posts about the program (animated visuals, infographics and an animated video explaining the structure of the program).

Internal and external communication

Communication efforts have been supported by a close connection with both internal and external audiences — relevant communities of startups.

Thus, an internal communication plan was developed for Raiffeisen Bank employees, with the aim of informing them about the changes in the program and promoting the new advantages — the extended enrollment period and the new educational laboratory Startup Studio— to those interested in business.

For the external audience — student communities, startups and partners of Raiffeisen Bank — dedicated newsletters were developed, through which the financial and non-financial benefits of the program, the new format and structure were communicated Startup Studiowith the two enrollment sessions (spring and fall).

Digital campaign

In addition, the program benefited from an extensive digital campaign focused on explaining the benefits Fabriek, the new format and the benefits Startup Studio.

Frequently asked questions:

1/ What is the factory by RAIFFEISEN BANK program?
factory by RAIFFEISEN BANKis a unique program in Romania that provides financial support and mentoring for startups and innovative ideas that do not meet the traditional criteria of bank financing for SMEs.

2/ What is a funding program for startups?
A startup funding program is an initiative that provides financial and non-financial resources (mentoring, training, networking) to support entrepreneurs to develop their ideas and turn them into viable businesses.

3/ Why is mentoring important for entrepreneurs?
Mentoring provides entrepreneurs with practical guidance, access to the experience of other professionals and support in making strategic decisions, increasing the chances of success of a new business.

4/ What are startup communities?
Startup communities are groups of entrepreneurs, investors, mentors, and specialists who collaborate to share knowledge, resources, and growth opportunities for start-up businesses.

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