Annual Report 2012 - National Savings Bank

47HOW WE PERFORMED IN 2012OPERATIONAL REVIEWdepicted clearly with the corporate logoand name of the Bank. The latter isdepicted on afrmed brand guidelineswhich is communicated to all agenciesresponsible for creatives.Promoting Our BranchesA comprehensive advertising campaignaccompanied the opening of newbranches during the year. There aretargeted campaigns for school bankingunits which form the foundation forencouraging the savings habit amongstudents. The success of these bankingunits, well supported by penetrativemarketing campaigns has seen thelaunch of a further 793 units in schoolsacross the country this year.Innovations and Value AdditionsOur extensive product portfolio isrmly rooted on building on innovationand are all ably supported by incisivemarketing campaigns, promoting theproducts’ value additions.The Hapan Children’s Savings Accountis applicable for children upto 16 yearsof age, giving account holders aninterest rate of 1% more with rewardsof an attractive gift scheme andscholarships for Year Five Achievers.Sthree, an account conceptualisedspecically for women, entitles accountholders to an NSB Shopping Cardwith Master/VISA card facilities andinterest above market rates.Ithuru Mithuru aimed at empoweringyouth to those in their mid-30s todevelop themselves and their familiesvia loans, lucky draws and credit cardspresent numerous benets aligned to theproduct fundamentals; and PrarthanaChildren’s Savings Certicate, aimedat children, is a long term depositscheme carrying an attractive interest.Certicates mature when the childturns sixteen and hold an assurancefrom NSB on the face value at time ofmaturity.The value additions comprise higherinterest rates, gifts, competitions anddraws. These were well supported bymega media campaigns and belowthe line advertising as well, seen inthe Avurudu Wasana, Smile, Win WinThegi Warusa and Hapan Year FiveScholarship promotions.Value Additions to OurCorporate BrandWe also strengthened our corporatebrand, communicating our brandimage, promise and values at branchlevel, to convey NSB’s contemporarymores which remain fundamentallyintertwined and rooted with ourheritage and tradition. These areavenues in which NSB ingratiates itselfinto the hearts and minds of the people.Our participation in the ConstructionExpo and proactive stance takenat the Deyata Kirula Exhbition inAnuradhapura where the NSB brandand products were communicatedthrough a comprehensive postal andmarketing campaign are two examplesin point. Given the platform ofinnovation, NSB also launches seasonalor milestone campaigns which this yearencompassed New Year celebrations inApril.NATIONAL SAVINGS BANK . ANNUAL REPORT 2012