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Fcb final

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  • wade
  • wade
  • wade
  • wade
  • Jackson
  • paul
  • paul
  • tad
  • Tad – talk about that the reason we picked these magazines was because 1) they allow advertisers to target regionally, and 2) these three magazines will reach a diverse consumer base. Money (Middle Atlantic and SouthEast regions, CPM 140), Parade Magazine (Zone 5 and Zone 8, CPM 41.7), and Better Homes and Garden (South Atlantic region, CPM 108.04).
  • paul
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  • tad
  • paul
  • wade
  • Wade – show tad tad’s poster by tad for tad by tad
  • jackson
  • paul
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Fcb final Fcb final Presentation Transcript

  • PAUL NAOUM – JACKSON BOONE – TAD CASTELLOW – WADE KING
  • Introduction
    • Family owned bank
    • 5000 employees, 2 banking brands, and 400 brands in 19 states
    • Known for conservative reputation
    • Stable and secure with superior performance
  • Mobile Banking
    • Launching in Q1 of 2011
    • Typical transactions include
    • Balance
    • Lookups, mini
    • Statements, &
    • Internal
    • transfers
  • Objectives
    • Within the first six months have 25% of current FCB customers using the service at a minimum of 3 times per month.
    • By six months, 75% of FCB customers should know the service exists.
    • By six months, 25% of non-FCB customers should know the service exists. 
    • After the first three quarters of launching the mobile app, 95% of customers should be satisfied with the service
  • Target Market
    • Business professionals in larger cities in states where FCB operates
    • Age 25-35
    • Minimum Income: $40,000
  • Johnnie Utah
    • 28 Year Old Single Male
    • Annual Income: $45,000
    • Education: BS, MSA/CPA
    • Single, Conservative, Accountant
    • Works at Price Waterhouse Cooper in Raleigh, NC
    • Works long hours especially in late Winter and Spring (tax season) 
    • Lives in a Townhouse in Uptown Raleigh
    • Generation Y
    • Uses his Droid for E-mail, Work Related Activities, Fantasy Football, Online Dating, Weather Reports, Online Trading, iTunes, Facebook
  • Emily Chang
    • 33 Year Old Married Female with No Kids
    • Income: $200,000
    • Education: BS/BA, MD (still paying off student loans)
    • She is a Hematologist at Washington Hospital Center In Washington D.C.
    • Works Sporadic Hours and Long shifts is always on the go
    • She lives in Arlington, VA in a 2 Bedroom 1.5 Bath starter home with her husband
    • Generation X
    • Uses her Black Berry Storm for: E-mail, Messaging, GPS, Restaurant Reviews, Online Shopping, Message Boards, YouTube, Twitter
  • Creative Strategy
    • Image
    • Inherent Drama
    • Preemptive
  • Communication Channels
    • Magazines
    • Internet
    • Billboards
    • Direct Mail
    • In-Branch Ad Placement
    • First Citizens Mobile Banking Bowl
    • Radio
  • Magazine
    • Money Magazine
      • $575,400
      • CPM 140
    • Parade Magazine
      • $2,233,483
      • CPM 48.7
    • Better Homes and Garden
      • $789,556
      • CPM 108.04
    • Sample
    • magazine
    • advertisement
    With First Citizens Mobile Banking, the most secure way to bank on the go is now available at your fingertips, ANYWHERE
  • Internet
    • Roadblocks on websites of local newspapers and television stations
    • Roadblock on FCB Online Banking website
    • Social Media
      • Facebook
      • Twitter
  • Sample Internet Ad First Citizens Bank Mobile Banking
  • Social Media
    • Facebook
    • Twitter
  • Billboards
    • Placed in cities where FCB operates
    • Located in places where targeted consumers will see them on the way to work
  • Stable. Secure. Anywhere. Mobile Banking from First Citizens Bank
  • Direct Mail
    • Advertising materials inserted into each person’s monthly statement
    • Maximizes impressions without spending extra on postage
  • In-Branch Ad Placement
  • Manage Accounts Pay Bills Transfer Funds Secure Reliable Credit Card Text Commands Free for ANY phone In-Branch Ad Example
  • In-Branch Ad Example When you need us Wherever you need us Mobile Banking From
  • Printed Materials
    • Deposit slips, ATM Receipts, Bank statements
  • Radio Advertisement
  • First Citizens Mobile Banking Bowl First Citizens Mobile Banking Bowl
  • Mobile Banking Bowl (cont.)
    • It will be in Charlotte, NC
    • Replacing the Meineke Car Care Bowl
    • Comparable bowl games average 6,000,000 viewers each.
    • Est. Cost $1,000,000
    • Kiosks, handouts, prizes and a halftime ceremony
  • Media Plan Total Cost: $5,233,339.32
  • Conclusion
    • Our media plan included a broad range of communication channels and strategies with which we hope to maximize the impact of our message
  • Questions