How do you market a public offer in the peak of industry consolidation and competing offerings?
Chartered Bank Public Offer
When Chartered Bank Plc was about to embark on its Public Offer, Alder was contacted to develop innovative marketing strategies & ideas to differentiate the offer from others. A critical component of the strategy was online marketing (through AlderHost).
We developed The Riddle of Janus (www.riddleofjanus.com) for the pre-offer period and Chartered Bank Plus (www.charteredbankplus.com) for the offer period. The Riddle of Janus was a series of teasers designed to create awareness and anticipation for the impending Offer. Riddles were posted online on a daily basis and people responded to the riddles creating a treasure trove of contacts for marketing the Offer.
The Chartered Bank Plus website was created to enable potential investors obtain more information about the Offer, subscribe online and download the prospectus. The Bank could also track daily, the number of shares sold across the bank's entire branch network. Top management staffs of the bank were given access codes to view responses online. Offline advertisements were also deployed to draw people to the website and to market the offer.
About Chartered Bank
Chartered Bank was incorporated as a commercial bank in October 1988 and became a public limited liability company in 1998.
Today, Chartered Bank is a member of the IBTC-Chartered Group.
