St.George Bank
By George, what a great magazine
In a bid to help St.George Bank reach its SME customers, Edge pitched the idea of producing a high-quality biannual custom magazine for the bank's business banking customers. With its mix of practical information, inspirational case studies, product updates and lifestyle features, and a recent design revamp bolstering brand identification, GEORGE has proven so successful that Edge is now evolving the program across other channels.
It's not every day that a custom media company cold pitches a magazine to a client and succeeds. But that's just what happened with George magazine for St.George Bank.
In 2006, Edge could see that the bank's efforts to serve its business banking customers would be greatly strengthened by a high-quality custom magazine. With content tailored to provide a mix of practical, real-world information, inspirational case studies, product updates and entertaining lifestyle stories, George magazine soon proved its worth.
Edge has always believed in delivering not just great publications but also great client service and George is a great example. Edge acted as St.George’s brand steward for the first four years of the magazine’s life, carefully helping the client to understand the publication’s value. At the same time, readers were enjoying a biannual magazine that was engaging, informative and a terrific reminder of St.George’s customer-centred approach to banking.
More recently, the strategic partnership between Edge and the bank has become increasingly close. This has not only strengthened the magazine and enhanced its value to St.George and its customers; it has also afforded Edge the opportunity to assist the bank further with its communications strategy and to help refine the bank’s singular voice.
The bottom line
87% – the percentage of readers who read all or most the magazine*
84% – the percentage of readers who would recommend St.George Corporate Business Banking to their peers*
* George reader survey – March 2011
Just have to say
“I just wanted to let you know that George has arrived on my desk and I must say this magazine just keeps going from strength to strength – which is pretty amazing given it is already of such a high quality! Anyhow, I just wanted to say well done and thanks for all your hard work on this edition (as with all editions). Bring on George Summer 2012!”
Kimberly Tower, Senior Marketing Manager, St.George Bank
Top teller
The George team is led by our Managing Editor, Michael Butler. Michael has worked in publishing for nearly two decades, on custom and commercial titles across print and electronic media. In addition to his love of language and his deep publishing experience (including HR/IR, property, finance, legal and more), he gives George its distinctive voice – wry, knowledgeable and completely in tune with its readers.