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Brittany McKinney, Account Manger Nick Bridgers, Copywriter Brent Schneider, Art Director Mobile Banking Application IMC Campaign Plan

Imc campaign plan 1

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Page 1: Imc campaign plan 1

Brittany McKinney, Account Manger

Nick Bridgers, Copywriter Brent Schneider, Art Director

Mobile Banking Application

IMC Campaign Plan

Page 2: Imc campaign plan 1

Company Information

Opened March 1st, 1898 as Bank of Smithfield in Johnson county

Headquarters located in Raleigh, NC

CEO is Frank B. Holding, Jr.

Employees over 5,000

Services 200 cites in 9 states

380 branches

$21 billion in assets

Focuses on personal approach

Page 3: Imc campaign plan 1

Services Offered Personal Products

and Services Checking Savings Credit Cards Mortgages and

Loans Investments and

Wealth Management Insurance

Business Products and Services Checking and

Savings Credit Cards Loans and Financing Insurance Merchant and

Treasury services Corporate and

Nonprofit services

Page 4: Imc campaign plan 1

The Mobile Banking Application

First Citizen's Bank will launch a Mobile Banking Application on October 1, 2011   Application will be downloadable to iPhone

users, and will also be able to be accessed by other SmartPhone users by visiting the mobile banking website

BNB Media’s campaign will run for 6 months April 1, 2011 through September

30,2011

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ObjectivesBy the time the application is launched, we would like to achieve 40% awareness of our target audience with a frequency of 5 the

majority of our campaign. (During pulsing, 7 and 8)

1. First Citizen’s Bank would like to achieve 50% trial usage by their customers within one year of the launch, and 80% trial usage within 2 years of launch.  

2. First Citizen’s Bank would like to achieve 30% regular usage by their customers within the first year of the launch of the application, and 50% regular usage by our customers within 2 years of the launch.  

3. First Citizen’s Bank wants to have a 3% customer growth in the company within 2 years of the launch of the mobile banking application. 

Page 6: Imc campaign plan 1

Major Competition

Bank of America

Suntrust

BB&T

Wachovia

Citibank

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Target Market Overview

Adults between the ages of 35-45 (Gen X)

East coast

Median annual household income around $50,000 to $80,000

Hold a four-year degree

While collar professional career

Have children

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Target Market Profile

Stacy Smith 37-year old accountant Lives in Virginia Married and has two kids, a 10 year-old son and a 7

year-old daughter Works full time Takes kids to pratices and extra curricular activities Likes to watch FOX News, and Dancing with the Stars Reads magazines like Bloomberg Businessweek and

Better Homes and Gardens She drives a Toyota Sequoia She has a Blackberry Buys her clothes at Nordstrom and Banana Republic Aspirational Brands

Lexus, Merecedes, Chanel, Dolce and Gabbana,

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Target Market Profile

Mike Brown 40-year old accountant who lives in North Carolina Married and has a son who is 12-years old Works long hours Coaches his son’s little league team Enjoys watching ESPN, CSI, Fox News Reads Wall Street Journal Likes John Grisham books Drives a Chevy Tahoe Wears clothes from Jos A. Bank Aspirational Brands

BMW, Armani, Hugo Boss

Page 10: Imc campaign plan 1

Creative Strategy Campaign Theme: Mobile Banking On The

Go

Informational/Rational Appeal

Straight-sell execution Features and benefits

Use of Imagery Quick glance or listen of ads will convey

message quickly and effectively Will show what application will look like and

what you can do with it

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Creative Brief Brand- First Citizens Bank

Product- Mobile Banking Applications

Positioning Statement- Were your safe, family-owned, personal banking solution.

Key Fact- We are launching our new mobile banking solutions for our customers. Through advertising and promotion we have to raise awareness and usage of mobile banking applications

Target Audience- 35-45 business professionals with families

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Key Promises

1. Your information and finance security is our top priority.

2. Our mobile banking application is just as secure as face to face banking.

3. Using our mobile banking application will save you time.

4. Because of the value of our relationships, we will cultivate them through mobile banking.

Page 13: Imc campaign plan 1

Call to Action Try our new mobile banking solutions today

We aim to not only have our customers aware of our new product, but try it out as well

After seeing, hearing or reading our ads, we would like our audience to download the mobile banking application or go to the website to try it

Page 14: Imc campaign plan 1

Communication Tools

Print Media Newspapers Banners

Broadcast Media Radio

Outdoor Media Billboards Public transit

benches Mobile billboards

Internet Google Adwords Banner Ads Facebook Email

Direct Mail Flyers sent in bank

statements

Page 15: Imc campaign plan 1

Print Media- Banners

Banners Chosen to hang in 250 First Citizens Branches Cost- $113 per banner Total cost- $28,250

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Print Media- Magazines

Bloomberg Businessweek Once a month April

through September Total Cost- $166,800 CPM- $185.61

Forbes Once a month June

through September Total Cost- $364,960 CPM- $655.00

Business NC Once a month April

through September Total Cost- $38,278 CPM- $185.62, $256.97

Total Cost- $570,038

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Print Media- Newspapers

Washington Post Every Sunday Total Cost- $244,894 CPM- $11.14

News and Observer Every Sunday Total Cost- $70,044 CPM- $13.85

Wall Street Journal Every Sunday Total Cost- $272,038 CPM- $13.41

Sun Sentinel Every other Sunday Total Cost- $76,284 CPM- $22.28

Total Cost- $663,260

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Broadcast Media Country and Rock radio stations based in:

DC/VA 30 sec. ad- $396 Weekday mornings and evenings

NC 30 sec. ad- $108 Weekday mornings and evenings

FL 30 sec. ad- $194 Weekday mornings and evenings

WV 30 sec. ad- $48 Weekday mornings and evenings

Total Cost- $129,096

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Outdoor Media- Billboards

Stationary billboards

July though September

Locations in major areas with a lot of traffic Charlotte, NC

CPM- $2.50 Raleigh, NC

CPM- $9.00 Fredericksburg, VA

CPM- $1.71 Richmond, VA

CPM- $3.15 Total Cost- $246,401

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Outdoor Media- Mobile Billboards

Will run the month of September (last 4 weeks of campaign)

Locations Washington, DC Charlotte, NC Raleigh, NC Annapolis, MA Miami, FL

Total Cost- $60,800

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Outdoor Media- Bus Benches

Will run in September (last 4 weeks of campaign)

75 benches for each transit system Washington, DC/VA

Metro Charlotte, NC

CATS Raleigh, NC

CAT Total Cost- $60,000

Page 24: Imc campaign plan 1

Internet Media Google AdWords

$20,000 Budget

E-mail Current customers

Facebook

FCB Website Roadblocks Banner ads

Page 25: Imc campaign plan 1

Total Campaign Budget

Print Media $1,621,548 70.9%

Outdoor Media $367,201 20.6%

Broadcast Media $129,960 7.3%

Internet $20,000 1.1%

TOTAL: $1,778,709

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Evaluation Measure objectives by

Number of downloads of the application Number of hits on mobile banking website Increase in client base

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Conclusion Ultimate goal is to promote the Mobile Banking Application to

target market by advertising benefits with an information appeal

Use of ad in newspapers, magazines, banners, billboards, radio, Internet, and direct mail will ensure that we effectively reach the target market

Communicating to target market that we have designed a product just for them to make banking easier, reinforcing reputation for valuing relationships ith customers

Campaign will be considered successful is: Awareness by target market is 40% by the start of the campaign Achieve 50% trial usage within 1 year Achieve 30% regular usage within 1 year Client base grows by 3% within 2 years

Page 29: Imc campaign plan 1

Thank You