With the rise of online banking and the closure of traditional branches, many customers have found it increasingly difficult to access in-person banking services.
Recognising this challenge, Barclays took proactive steps to ensure communities still had access to face-to-face financial support. By early 2024, the bank had expanded its network of over 440 Barclays Local sites – situated in town halls, libraries, and community centres – allowing customers to engage with banking staff in a familiar environment.
However, despite these efforts, public awareness of these alternative banking locations remained low, prompting Barclays to rethink its outreach strategy.
A Data-Driven, Hyper-Local Strategy
To bridge the awareness gap, Barclays partnered with OMD UK to develop a targeted marketing campaign focused on direct engagement with local communities.
The strategy was underpinned by a combination of data analysis and local insights, leading to the selection of 15 high-potential locations where Barclays Local sites had untapped capacity. These sites were categorised into two tiers – Gold and Silver – based on their potential impact.
Gold locations featured a dedicated Barclays Local Specialist, whose role was to strengthen brand presence and build deeper community ties. In contrast, Silver sites focused on reinforcing Barclays’ presence through locally relevant campaigns.
By leveraging geo-targeted media channels, the bank ensured its messaging reached the right audiences, maximising both efficiency and effectiveness.
A Multi-Channel Community Approach
Barclays employed a range of marketing channels tailored to the specific needs and behaviours of each local audience.
Social media campaigns and direct mail leaflets were used to engage digital-savvy customers, while hyper-relevant local press and high-footfall out-of-home (OOH) advertising – such as placements outside supermarkets – ensured visibility among less digitally engaged audiences.
Gold sites took an extra step by creating authentic, locally resonant video content featuring their dedicated Barclays Local Specialist. Meanwhile, Silver sites conducted professional photoshoots, showcasing Barclays staff in real-life community settings.
Crucially, the campaign messaging was developed in consultation with local banking teams to ensure it addressed the specific financial concerns of each area.
Measurable Success and Industry Recognition
The campaign reached over 4 million people an average of 2.9 times, significantly boosting Barclays Local’s visibility.
Footfall at the selected sites increased by an average of 24% during the campaign period, demonstrating the effectiveness of this hyper-targeted approach.
This success did not go unnoticed – Barclays’ innovative segmentation and targeting strategy earned the prestigious 2024 Marketing Week Award for Excellence in Segmentation, Targeting, and Positioning.
Strengthening Community Banking for the Future
As banking habits continue to evolve, Barclays has reaffirmed its commitment to maintaining accessible, face-to-face financial services. By leveraging data, local expertise, and hyper-targeted marketing, the bank has not only increased awareness but also strengthened its connection with the communities it serves.
The success of this campaign highlights a crucial lesson for financial institutions: in an increasingly digital world, a personal touch remains invaluable.
