Upload
brittany-mckinney
View
226
Download
4
Tags:
Embed Size (px)
Citation preview
Brittany McKinney Nick Bridgers Brent Schneider
Account Manager Copywriter Art Director
Mobile Banking Application
IMC Campaign Plan
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
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
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
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.
Major Competition
Bank of America
Suntrust
BB&T
Wachovia
Citibank
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
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,
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
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
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
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.
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
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
Print Media- Banners
Banners Chosen to hang in 250 First Citizens Branches Cost- $113 per banner Total cost- $28,250
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
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
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
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
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
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
Internet Media Google AdWords
$20,000 Budget
E-mail Current customers
FCB Website Roadblocks Banner ads
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
Evaluation Measure objectives by
Number of downloads of the application Number of hits on mobile banking website Increase in client base
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
Thank You