To celebrate the 10th anniversary of the implementation of the “Deposit Insurance Regulations” and to further enhance the publicity mechanism for deposit insurance, the Hanzhong Branch of the Industrial and Commercial Bank of China (ICBC) has actively leveraged the main role of its business outlets. The bank has enriched its publicity forms and continuously improved the pertinence and effectiveness of its outreach efforts, aiming to enhance the public’s awareness of deposit insurance.
The “1+2+N” Working Approach
The bank fully employs the “1+2+N” working approach:
Clear Definition (“1”): The bank clearly defines the central idea that deposit insurance is a financial security guarantee system, breaking away from old concepts and enabling customers to deeply understand this core message.
“2+N” Strategy: This involves both going out to promote actively and attracting customers in, turning passive engagement into active participation and achieving a chain reaction.
Going Out: The bank transforms its branches into mobile merchants, using them as bases to delve into enterprises, rural areas, communities, schools, and merchant locations. For example:
At schools, the bank provides on-site explanations and quizzes to help students understand the basic knowledge of deposit insurance.
At an e-loan customer’s Chinese medicinal materials base in Zhenba, the bank answered villagers’ questions with case studies, ensuring they could save money with peace of mind and encouraging them to bring their relatives and friends to save money.
In communities, the bank not only distributed preferential treatment cards for veterans but also handed out promotional brochures and provided one-on-one explanations, receiving unanimous praise from customers. The goal is to ensure that every customer who engages in a conversation can deposit their money in the bank with confidence.
Bringing In: The bank integrates deposit insurance promotion into its business processes. Every week, it holds “deposit insurance micro-salons” for customers visiting the store at irregular intervals. During fragmented waiting or business processing breaks, the bank explains the basic knowledge of deposit insurance on the spot, encourages customers to answer questions and interact to win small gifts, and guides them to actively learn about deposit insurance-related knowledge.
Future Plans
The bank will continue to strengthen its team building and training. Through the promotion of deposit insurance knowledge, the bank aims to enable more people to have a comprehensive and profound understanding of the deposit insurance system, making the concept of deposit insurance more deeply rooted in people’s hearts.
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