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 YPrimary Market: 9-21Secondary Market: 22-29Influenced by current trendsSpend spontaneously Uneducated financially

Current Client PositionCurrent Client Position

Smaller banks are more personalFocused on the individualFriendly, reachable, helpful, your

neighbor

Consumer InsightConsumer Insight

Generation Y believes big banks are better

Prefer well-known institutionsLimited researchInfluenced by friends, family, and

the InternetNegative motivations

Communications ObjectivesCommunications Objectives

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

bank accountAges 22-29 of why they should

use Country BankIncrease 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 BenefitsProvide 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 GuidelinesEmotional 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.”