CAMPAIGNS PRESENTATION-example
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Transcript of CAMPAIGNS PRESENTATION-example
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TEAMS & ROLESACCOUNT DIRECTOR: Taylor Brown
RESEARCH TEAM: Kali Timmerman, Calli Gutknecht, Jack Jiang
STRATEGIC PLAN: Kali Timmerman, Calli Gutknecht, Bailey Werderich
CREATIVE TEAM: Wyatt Morgan, Whitney Pittard, Brittany Sanchez, Bailey Werderich, Marci Hoxworth, Calli Gutknecht
DIGITAL STRATEGY: Janice Chong, Jaci Isham, Wyatt Morgan
PUBLIC REALTIONS: Sarah Stephens, Marci Hoxworth, Margo Herrera, Sara Chalmers, Taylor Brown
PLANBOOK LAYOUT: Whitney Pittard, Brittany Sanchez
PLANBOOK EDITOR: Kali Timmerman
PRESENTATION: Jaci Isham
ACU AD/PR CAMPAIGNS 2014
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CONSUMERSTORY
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PERSONAL AND LIFELONG RELATIONSHIP
BUSINESS AND PERSONAL AFFAIRS
MOBILE APP
LOW-INTEREST LOANS
GUIDE THROUGH BANKING PROCESS
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PROBLEM
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SWOTANALYSIS
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STRENGTHS
CLOSE-KNIT FEEL WITH CUSTOMERS
CURRENT CUSTOMERS ARE SATISFIED
SMALLER BANK MEANS QUICKER ACCESS TO CAPITAL
FRIENDLY EMPLOYEES
ATTRACTIVE EXTERIOR
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WEAKNESSES
FEW LOCATIONS
LACK OF STRONG BRAND IMAGE
WEBSITE
BRANDING AND ACCESSIBILITY OF THE APP
LACK OF ATMs
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OPPORTUNITIES
BLANK SLATE
COMMUNITY INVOLVEMENT
SOCIAL MEDIA PRESENCE
TARGET MARKET WILL BE EASILYREACHED
BOOMING AREA
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THREATS
MANY OTHER LOCAL BANKS IN THE AREA
LARGER CHAIN BANKS
LOSS OF OLD TARGET AUDIENCE BECAUSEOF FOCUS ON NEW TARGET AUDIENCE
MANY BANKS HAVE THE SAME GOALS REGARDING RELATIONSHIPS WITH CUSTOMERS
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TARGETMARKET
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OBJECTIVES
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INCREASE ONLINE AND MOBILE PRESENCE
MAINTAIN CURRENT CUSTOMER RELATIONSHIPS
CREATE NEW CUSTOMER RELATIONSHIPS
INCREASE OVERALL AWARENESS OF FNB OF NWA
BUILD A BRAND IMAGE FOR FNB OF NWA
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27 YEAR OLDCOMPLETED GRAD SCHOOL
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BRANDOVERVIEW
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BRANDIMAGE
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WEBSITE
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NEW
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NEW
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COMMUNITYINVOLVEMENT
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LOCAL HERO
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LOCAL HERO
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28 YEAR OLDBUYING FIRST HOME
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MOBILEAPP
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OLD
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“Honestly, my most important banking
relationship is with my iPhone. The majority of my
banking interactions aren’t with people. I prefer
technology to people.”
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NEW
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APP AWARENESS
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APP AWARENESS
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FEEDBACK
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SURVEY
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FEEDBACK
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FEEDBACK
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29 YEAR OLD1ST BORN CHILD
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SOCIALMEDIA
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DIGITAL ADS
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DIGITAL ADS
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FACEBOOKUNPAID
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SOCIAL MEDIA
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SOCIAL MEDIA
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YOUTUBE
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34 YEAR OLD5 YEAR OLD CHILD
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RESEARCH
Primary Research NWA Residents QuestionnairePrimary Research Entrepreneur/Intrapreneur Questionnaire
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RESEARCH
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“I can go directly to the bank manager and talk to them about what I want, and in return he or she will go directly to the top
management.”
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COMMUNITYINVOLVEMENT
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CONCERT
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PROMOTIONALITEMS
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ADVERTISING
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CITISCAPE
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CELEBRATE
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CITISCAPE
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CELEBRATE
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37 YEAR OLDENTREPRENEUR
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NEWSLETTER
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NEWSLETTER
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NEWSPAPER
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38 YEAR OLD3 KIDS, NEWBORN, TODDLER, INTERMEDIATE
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TELEVISION
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Target: Adults 25-‐54KFSM -‐ Avg Spot Cost
Market Quarter/Year POP EN LN EN = 5 Rtg LN = 7RtgFT. SMITH-‐FAY-‐SPRNGDL-‐RGR 4th Qtr, 2014 312563 72 113 360.00$ 791.00$
1st Qtr, 2015 312563 59 96 295.00$ 672.00$ 2nd Qtr, 2015 312563 67 102 335.00$ 714.00$ 3rd Qtr, 2015 312563 68 111 340.00$ 777.00$ 4th Qtr, 2015 312563 76 119 380.00$ 833.00$
2015 avg cpp 67.50$ 107.00$ 337.50$ 749.00$
50 / 50 GRP split 376 188 18832,806$ 12,690$ 20,116$
50/50 $ Split 32,792$ 16,396$ 16,396$ GRPs 396.14 242.90 153.23
Cpp
EN(=(3.5(Rtg LN(=(3(Rtg EN(=(1.5(Rtg LN(=2.2Rtg252.00$(((((((( 339.00$(((( 108.00$(((((( 248.60$((((206.50$(((((((( 288.00$(((( 88.50$(((((((( 211.20$((((234.50$(((((((( 306.00$(((( 100.50$(((((( 224.40$((((238.00$(((((((( 333.00$(((( 102.00$(((((( 244.20$((((266.00$(((((((( 357.00$(((( 114.00$(((((( 261.80$((((
236.25$(((((((( 321.00$(((((( 101.25$(((((((( 235.40$((((((
KHBS(0(Avg(Spot(Cost KNWA(0(Avg(Spot(Cost
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Bank in your backyard.
TV SPOT
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REWARDSPROGRAM
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40 YEAR OLDBUILDING HOME
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BROCHURE
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INFOGRAPHIC
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CUSTOMER OF THE MONTH
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CHRISTMASPARADE
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47 YEAR OLDFIRST KID IN COLLEGE
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BLOG
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BLOGGING
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COMMUNITYINVOLVEMENT
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FESTIVAL
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MEDIA
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BUDGET
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PUBLIC RELATIONS
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GRAND OPENING
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EMPLOYEEOF THE MONTH
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EMPLOYEEINVOLVEMENT
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SERVICE HALF DAY
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BOWLING
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OBJECTIVESRESTATED
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INCREASE ONLINE AND MOBILE PRESENCE
MAINTAIN CURRENT CUSTOMER RELATIONSHIPS
CREATE NEW CUSTOMER RELATIONSHIPS
INCREASE OVERALL AWARENESS OF FNB OF NWA
BUILD A BRAND IMAGE FOR FNB OF NWA
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CAMPAIGNLAUNCH
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CAMPAIGNLAUNCH
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CAMPAIGNLAUNCH
Bank in your backyard.
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CAMPAIGNLAUNCH
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CAMPAIGNLAUNCH
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CAMPAIGNLAUNCH
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CAMPAIGNLAUNCH
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CAMPAIGNLAUNCH
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CAMPAIGNLAUNCH
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CALENDAR
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CALENDAR
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BUDGET
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BUDGET
Creative Includes:-2 TV spots-Website-App-Magazine- 2-Newspaper- 2-Digital Ads
PR Includes:-Program Management-Social Media Management-Video-Events-Giveaways
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MEASURE
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GOOGLE ANALYTICS
SOCIAL MEDIA PLATFORM INTERNAL ANALYSIS
WEBSITE VISIT MEASUREMENT
“BOUNCE RATE” OF WEBSITE
ANALYZE CUSTOMER POPULATION OLD VS. NEW
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POPULARITY OF HASHTAG
MEASURE CHANGE IN MARKET SHARE
SUCCESS OF NEW LOCATIONS
SUCCESS OF COMMUNITY EVENTS
SURVEYS
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THANK YOU!
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QUESTIONS