Gulf payments 

Towards unified Gulf payments

Linking and unifying payments systems among the GCC states is the primary goal of establishing Gulf payments. Establishing a secure mechanism for transferring funds between central banks and monetary authorities, deepens the concept of Gulf economic citizenship and enhances commercial activities among the GCC states.

Challenge:

Lack of an internal and external communication strategy, lack of awareness of the Gulf Payments and its identity and objectives, in addition to the broad geographical range of the target audience, covering the six GCC States.

The strategy team had to develop from scratch a communication strategy, to be used immediately and over the next three years to achieve all marketing activities such as digital marketing, events and public relations, as well as internal communication. Combining these promotional elements will provide measurable advantages for the Gulf Payments Company. The team also started writing content for social networks in Arabic and English, working on static and mobile designs and building a monthly marketing plan for digital campaigns for social media.

Work strategy:

We started by appointing a specialized team to develop a marketing strategy. Starting with a workshop to more deeply understand the identity of Gulf payments and build a customized strategy. After determining the communication goals, we prepared a digital plan and analyzed key performance indicators and company messages. Scheduled the launch of social media channels by identifying the appropriate channels for the target audience; prepared and launched marketing campaigns to promote the Gulf Payments Company, and designed the identity of the Gulf Payments.

Framework:

1. Developing a complete marketing strategy in both Arabic and English.
2. Managing social media
3. Develop the content of 178 social media posts.
4. Design 180 posts on social media.
5. Developing and launching 3 digital campaigns with the primary goal of brand awareness of the identity of Gulf Payments and secondary objectives such as the rate of website visits and increasing followers in Gulf Payments accounts via Twitter and LinkedIn.
6. 40 hours per month to support everything related to the identity of the Gulf Payments Company.

Figures and Statistics:

1. Reaching 12K followers on Twitter account within 3 months.
2. More than 45M impressions from digital campaigns.
3. More than 2M views on the Gulf Payments induction video, which highlighted their goals as it was posted on Twitter and LinkedIn.