Join2Grow

Challenge

Communication objective:
To position Fortis as THE bank of the enterprise and the entrepreneur (“Your Business and Private bankers”) and to show Fortis commitment in helping entrepreneurs fulfill their goals, but also inspiring them on what those goals might be.

Marketing objective:
To develop a permanent brand engagement platform and use it both as an acquisition and a retention tool (increasing the loyalty of the customer base).

Target:
Entrepreneurs active in Europe and Asia with private banking needs
Wealthy owners of private-owned companies.

Execution

Join2Grow offers three distinct advantages:

• A social network based on similar successful experiences like MySpace (B2C) or LinkedIn (B2B). Join2Grow enables entrepreneurs to interact and to obtain new business opportunities (attracting new clients, developing business at an international scale, attracting new talents, etc). Once you are registered, you can find other members sharing your interests and contact them through the Join2Grow platform.
• A “magazine” section that offers audio or video podcasts of entrepreneurs who describe their own experience in entrepreneurship.

Members can comment on a study made by McKinsey and TNS Sofres about entrepreneurship in Europe.

The Join2Grow community is thus fostered by user-generated content (social networking) as well as highly added value content (magazine & study) brought by editorial staff.

The Join2Grow launch was also supported by an international bannering campaign.