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Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
Final Wells Fargo Presentation
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Final Wells Fargo Presentation

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Transcript

  • 1. Choose to Win.Choose Wells Fargo.<br />Lee Freeman Lyles Armour<br />Aimee HruskaJuana TretoStephanie Miller<br />
  • 2. Areas Of Importance<br />Introduction<br />Promotion Opportunity Analysis &amp; Communication Analysis<br /><ul><li>Competitive, Opportunity, Customer, and Positioning </li></ul>Campaign Objectives<br />Strategies<br /><ul><li>Target Marketing, Brand Positioning &amp; Brand Image
  • 3. Prizes and incentives</li></ul>Tactics<br /><ul><li>Advertising, Media Plan, Consumer Promotions, Trade promotions/B2B
  • 4. Tracking </li></ul>Public Relation &amp; Sponsorships <br />Budget <br />Lyles Armour <br />Lee Freeman<br />Aimee Hruska<br />Stephanie Miller<br />Lyles Armour<br />Juana Treto<br />Lee Freeman<br />
  • 5. Promotion Opportunity Analysis<br />Communication Analysis<br />
  • 6. Competitive &amp; Positioning Analysis<br />
  • 7. Opportunity Analysis<br />College Students<br />According to St. Petersburg Times, students are being denied more and more loans<br />Important Decisions<br />Recent Graduates<br />Currently making Important Decisions<br />Likely to stay with chosen bank for many years<br />Wells Fargo’s Current Marketing<br />
  • 8.
  • 9. Customer Analysis<br />Generation Y<br />Easily Bored<br />Tech-Savvy<br />Brand-Sensitive<br />Not as Responsive to Traditional Marketing<br />
  • 10. Strategy<br />Objectives<br />
  • 11. Campaign Objectives<br />Increase foot traffic by distributing scratch cards to new and existing Wells Fargo customers during the six week period starting 01/10/10.<br />Receive 24,760 extra visits from customers by distributing over 3 million scratch cards<br />
  • 12. Target Market<br /><ul><li>Important financial decision are made during major life changes
  • 13. Car loans, home loans, student loans </li></ul>Recent College Graduates<br />College Graduates have higher average income<br />Beginning to make important financial decisions<br />Value, safety, and financial incentives will be extremely appealing<br />College Students<br />4-5 years away from biggest financial commitments<br />Wells Fargo = Preferred Bank<br />
  • 14. Strategies<br />Implementation<br />January 10, 2010, ending February 22, 2010 <br />College seniors graduating<br />Car and home loans<br />Spring Break and Summer plans<br />Funds<br />Market Segmentation<br />Further segment<br />Current customers <br />Bank Statements, mail, and online log-in screens<br />Qualified Prospects<br />Direct mail<br /> Street Team on campuses<br />
  • 15. Consumer Attitudes<br />Cognitive Affective Conative<br />Cognitive:Wells Fargo Bank: need recognition and/or brand awareness<br />Affective:Unique and exciting scratch ticket with financial incentives<br />grand prizes = socially desirable products/luxury goods<br />Conative: Consumer finds enough positive reasoning to act upon those attitudes and emotions and participate in the promotion<br />
  • 16. Product Positioning<br />Strong and unique image <br />Scratch card same image<br />Creates exciting and mysterious way to appeal to these customers<br />Competition<br />Offering financial incentives as well<br />Wells Fargo offers additional incentives (points, fee forgiveness, TV’s, car etc.)<br />Creates superior product position<br />
  • 17.
  • 18.
  • 19.
  • 20. Prizes / Incentives <br />Prizes<br />2010 Toyota Prius<br />TV<br />Las Vegas Trip<br />Reward Points<br />ATM Fee Waiver<br />Overdraft Forgiveness<br />
  • 21. Tactics<br />Tracking &amp; Measurement<br />
  • 22. MediaSources<br />Mail<br />Direct mail Scratch Tickets<br />Insert with customers’ bills<br />Street Team<br />Campus handouts<br /><ul><li>Signage
  • 23. Banner
  • 24. Posters (college campus)
  • 25. Internet
  • 26. Facebook
  • 27. Twitter
  • 28. Wellsfargo.com
  • 29. Restaurants
  • 30. Local </li></li></ul><li>
  • 31.
  • 32.
  • 33. Media Sources<br />
  • 34.
  • 35.
  • 36. Tracking &amp; Measurement <br />Media Sources <br />
  • 37. Public Relations<br />
  • 38. Public Relations<br />Stakeholders:<br />Employees<br />Stockholders <br />Front Range community/customers<br />Proactive Prevention<br />Strategies:<br />Clear rules about invalid cards<br />Conflict management training<br />Inform all employees <br />Training<br />A company newsletter<br />A PR release (within the company)<br />Information in the break room<br />
  • 39. Budget<br />
  • 40.
  • 41.
  • 42. Wells Fargo <br />Choose to Win.<br />

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