VKF_FRAE_2018_uyg11

88 Section I: Introduction VakıfBank is on your side with its ongoing efforts to enhance customer satisfaction day after day... In 2018, VakıfBank continued to move forward along its transformation journey that started in the last quarter of 2017. VakıfBank promises to be the “Strength on the side of its customers” under its Corporate Communication Strategy, which approaches customers, internal customers and the society at large in different ways. On the employee side, the Bank upholds the slogan “You are the power of change.” It has summarized its work in the field of Corporate Social Responsibility with the slogan “I am on your side.” During the year, full compliance with the Bank’s general strategies was achieved via product-oriented, marketing-focused commercials. The Bank’s core communication strategy is centered around the targets of increasing the number of transactions in non-branch and digital channels, expanding the customer base and their engagement, increasing the volume of deposits, and raising the number of active customers across all segments. The Bank released commercials for Mobile Field Sales, 64 th Year Private Personal Consumer Loan, Instant Loan, Arı Account and Mobile 2.0 product, as well as an TV image film produced for the 64 th Anniversary. Due to the importance attached to identifying a target audience, specific productions for digital media were among the Bank’s outstanding ads in 2018. Digital-focused ads joined the VakıfBank communications universe under the title “Kofti Kahramanlar” and focused on the products Arı Account, Additional Account, My Rent is Safe and Mobile Banking. In addition to these commercials, VakıfBank continued to effectively manage corporate social media accounts and websites of VakıfBank, VakıfBank Sports Club, Our Place and VakıfBank Culture Publications, Similarly, the preparation of application files for corporate awards and the follow-up of related processes were completed successfully. In its corporate communications journey centered on the mission of being the Leading Bank of Strong Turkey, VakıfBank Finance Group rose to prominence in 2018. Joint communication activities were conducted by VakıfBank and its subsidiaries under the Bank’s leadership, the first steps were taken, and the VakıfBank Finance Group was officially launched. 2018 was a successful year at VakıfBank for public relations, which represents the entirety of the Bank’s communication activities via the media. Even as many newspapers closed or reduced their page count, VakıfBank was the only bank to increase its positive coverage. In-depth analyses of these efforts started in 2018 as measurements were simplified and brought to a realistic level. As a result, the strategies and plans in this area were updated, and objectives were clearly identified. Corporate Communications VakıfBank and its subsidiaries are now known as “VakıfBank Finance Group.” REVIEW OF OPERATIONS IN 2018