FCB Final Campaign Plan

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IMC Campaign Plan

Brittany McKinney, Account MangerNick Bridgers, Copywriter Brent Schneider, Art Director

Mobile Banking Application

IMC Campaign Plan

Company InformationOpened March 1st, 1898 as Bank of Smithfield in Johnson countyHeadquarters located in Raleigh, NCCEO is Frank B. Holding, Jr.Employees over 5,000Services 200 cites380 branches$21 billion in assetsFocuses on personal approach

Services OfferedPersonal Products and ServicesCheckingSavingsCredit CardsMortgages and LoansInvestments and Wealth ManagementInsurance

Business Products and ServicesChecking and SavingsCredit CardsLoans and FinancingInsuranceMerchant and Treasury servicesCorporate and Nonprofit servicesThe Mobile Banking ApplicationFirst 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 websiteBNB Medias campaign will run for 6 monthsApril 1, 2011 through September 30,2011ObjectivesBy 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)

First Citizens 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. First Citizens 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. First Citizens 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 AmericaSuntrustBB&TWachoviaCitibank

Target Market OverviewAdults between the ages of 35-45 (Gen X)East coast Median annual household income around $50,000 to $80,000Hold a four-year degree While collar professional career Have children Target Market Profile

Stacy Smith 37-year old accountant Lives in VirginiaMarried and has two kids, a 10 year-old son and a 7 year-old daughterWorks full timeTakes kids to pratices and extra curricular activitiesLikes to watch FOX News, and Dancing with the StarsReads magazines like Bloomberg Businessweek and Better Homes and GardensShe drives a Toyota SequoiaShe has a BlackberryBuys her clothes at Nordstrom and Banana RepublicAspirational Brands Lexus, Merecedes, Chanel, Dolce and Gabbana,

Target Market ProfileMike Brown40-year old accountant who lives in North CarolinaMarried and has a son who is 12-years oldWorks long hoursCoaches his sons little league teamEnjoys watching ESPN, CSI, Fox News Reads Wall Street JournalLikes John Grisham books Drives a Chevy TahoeWears clothes from Jos A. Bank Aspirational Brands BMW, Armani, Hugo Boss

Creative StrategyCampaign Theme: Mobile Banking On The Go Informational/Rational AppealStraight-sell executionFeatures and benefits Use of Imagery Quick glance or listen of ads will convey message quickly and effectivelyWill show what application will look like and what you can do with it 10Creative Brief Brand- First Citizens BankProduct- Mobile Banking ApplicationsPositioning 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 applicationsTarget Audience- 35-45 business professionals with familiesKey PromisesYour information and finance security is our top priority.Our mobile banking application is just as secure as face to face banking.Using our mobile banking application will save you time.Because of the value of our relationships, we will cultivate them through mobile banking.Call to ActionTry 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 itCommunication ToolsPrint MediaNewspapersBanners

Broadcast MediaRadioOutdoor MediaBillboardsPublic transit benchesMobile billboardsInternetGoogle AdwordsBanner AdsFacebookEmail Direct MailFlyers sent in bank statementsPrint Media- BannersBannersChosen to hang in 250 First Citizens BranchesCost- $113 per bannerTotal cost- $28,250

Print Media- MagazinesBloomberg BusinessweekOnce a month April through September Total Cost- $166,800CPM- $185.61ForbesOnce a month June through September Total Cost- $364,960CPM- $655.00Business NCOnce a month April through September Total Cost- $38,278CPM- $185.62, $256.97Total Cost- $570,038

Print Media- NewspapersWashington PostEvery SundayTotal Cost- $244,894CPM- $11.14News and ObserverEvery SundayTotal Cost- $70,044CPM- $13.85Wall Street JournalEvery SundayTotal Cost- $272,038CPM- $13.41

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

Total Cost- $663,260Broadcast MediaCountry and Rock radio stations based in:DC/VA30 sec. ad- $396Weekday mornings and eveningsNC30 sec. ad- $108Weekday mornings and eveningsFL30 sec. ad- $194Weekday mornings and eveningsWV30 sec. ad- $48Weekday mornings and eveningsTotal Cost- $129,096

Outdoor Media- BillboardsStationary billboardsJuly though September Locations in major areas with a lot of traffic Charlotte, NCCPM- $2.50Raleigh, NCCPM- $9.00Fredericksburg, VACPM- $1.71Richmond, VACPM- $3.15Total Cost- $246,401

Outdoor Media- Mobile BillboardsWill run the month of September (last 4 weeks of campaign)Locations Washington, DCCharlotte, NCRaleigh, NCAnnapolis, MAMiami, FL Total Cost- $60,800Outdoor Media- Bus BenchesWill run in September (last 4 weeks of campaign)75 benches for each transit system Washington, DC/VAMetroCharlotte, NCCATSRaleigh, NC CATTotal Cost- $60,000Internet MediaGoogle AdWords$20,000 BudgetE-mailCurrent customersFacebookFCB WebsiteRoadblocks Banner adsTotal Campaign BudgetPrint Media$1,621,54870.9%Outdoor Media$367,20120.6%Broadcast Media$129,9607.3%Internet $20,0001.1%

TOTAL: $1,778,709

Evaluation Measure objectives byNumber of downloads of the application Number of hits on mobile banking websiteIncrease in client base

ConclusionUltimate 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 with customersCampaign will be considered successful if:Awareness by target market is 40% by the start of the campaign Achieve 50% trial usage within 1 yearAchieve 30% regular usage within 1 yearClient base grows by 3% within 2 years

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