What is the business problem? Is it something that advertising can actually address?
Wells Fargo, TCF Bank, E*Trade Financial, Bank of America, Liberty Savings, smaller banks.. Only some from Minnesota
Question: why should people bank HERE?
Can Advertising fix this: sure :0)
-People want a safe and secure way to bank
-People want honesty and their own feelings of security (that their money is safe)
-People want simplicity and convenience in their banking
-People’s idea of the economy needs to be ‘treated’ with knowing their bank is a good and safe choice for them
What is the advertising trying to do?
Get people to want to bank with US Bank by letting them know how safe and easy it is to use, and that they offer flexible ways to bank with them ( 2,542 banks, 4, 895 ATMS, online phone, and VISA mobile (coming soon))
*Safer and more secure online
*Variety of ways to bank with them
encouraging switching based on better aspects/services/qualities
encouraging first time users to choose US Bank based on above
Who are we talking to?
Talking to people who already have accounts with other banks and/or new consumers – 18 year olds, freshmen in college
- young, first time buyers/consumers, + lack of experience
What do we know about them that will help us?
- these are ‘harder’ times in our economy, but also a time with speeding development in our technology
- young people are computer literate, they are attached to their phones 24/7, many/most students have their own laptop and all have access to a computer (at least at the U of M but also in public libraries). This group is on their computer numerous times of the day to check their email, information for classes, person profile pages such as myspace.com or facebook.com- ESPN.com and the weather! The use of the internet is almost second nature to this crowd. They also need a bank account… because who doesn’t?
What is the main idea that we’re trying to express?
US Bank is the easiest and most convenient choice for a fast paced life! *online banking
Why should people believe us?
Take a look at the website! Not only is it a quick and safe when to pay bills and get account information, they also provide numerous services on, (and such as)