Strategies and Strategies and ObjectivesObjectives

Diana Vuong Tara Keith

Alissa Caputo Kristin Dziadul

Cailin Carson

Marketing ObjectivesMarketing Objectives

Maximize Country Bank’s profits Build a relationship with the people and

businesses in this region. Increasing the market share for

Generation Y

Increase in popularity of online banking.

Strong foundation in the community.

Preferences for larger banks.

No credit card options.

Losing the personal feel of their banking.

STRENGTHS WEAKNESSES

Underbanked, Unbanked, and WhyBanks

Corporate Bank reputations

Trust in companies has dropped

Advancement in technology

OPPORTUNITIES THREATS

Source of BusinessSource of Business

Target those currently using larger chain banks.

Encourage existing customers to utilize more of Country Bank’s services.

Target MarketTarget Market

Generation Y Primary Market: 9-21 Secondary Market: 22-29 Influenced by current trends Spend spontaneously Uneducated financially

Current Client PositionCurrent Client Position

Smaller banks are more personal Focused on the individual Friendly, reachable, helpful, your neighbor

Consumer InsightConsumer Insight

Generation Y believes big banks are better

Prefer well-known institutions Limited research Influenced by friends, family, and the

Internet Negative motivations

Communications ObjectivesCommunications Objectives

The importance of banking Educate Generation Y Ages 9-21 of why they need a bank

account Ages 22-29 of why they should use

Country Bank Increase traffic

Brand Attitude StrategyBrand Attitude Strategy

Generation Y does not take enough time to look into banking options

Primary market will feel, learn, and do. Secondary market will learn, feel, and do. The banking experience does not have to

be negative.

Key Consumer BenefitsKey Consumer Benefits

Provide Generation Y with easy, low-cost, and convenient local banking.

Reach out to target through their major sources of information.

Simplify banking terms.

Desired Consumer ResponseDesired Consumer Response

“Big Little Bank” Ensure customers they are Country

Bank’s number one priority In turn, they open an account

Creative GuidelinesCreative Guidelines

Emotional Appeal: Country Bank is a “home away from home.”

“Country Bank: Our home is your home.”

Overall MessageOverall Message

“Professional bank with a personal touch.”