Swain Bank Proposal Copy


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Swain Bank Proposal Copy

  1. 1. Joining Forces An identity presentation to transition First Savings Bank & Community First Bank as they join together as one, new bank. A brand-building and image/identity proposal to introduce the new bank’s name and subsequent advertising.First Savings &Community FirstBanks Swain Marketing Marketing Excellence 312 Exchange Avenue Louisville, KY 40207 502.896.1073 anita.tyler@insightbb.com Marketing Presentation March 5, 2010
  2. 2. 2Swain Marketing is a marketing, advertising and public relations firm, now in its 26th year of business. While Swain Marketing has worked for all Introduction kinds of clients, large and small, our strength is in creating image-building and identity campaigns, especially for financial clients. We have experience working with community banks, bank mergers and acquisitions, marketing new names, merging products, and developing awareness in a highly competitive and ever-changing banking landscape.Our areas of expertise include brand-building, logo development, outside signage design, image development, advertising maintenance programs and award- winning creative.Most importantly, we already understand bank marketing communications, product development, the importance of relationship building, retail, private and business-to-business banking. And we’ll put all of this strength and experience to work for you.We’re familiar with your market areas. We have already worked in most of the markets your bank offices call home. We have a good understanding of who your customers are and who your employees are, so we can address their concerns about change most appropriately.We have worked for these Bankfinancial and investment clients: Advertising ExperienceBAI, Bank Administration Institute (Chicago,IL)Central Bank of Henry County, KY (now PBI)Commonwealth Bank, Louisville, KYCommunity First Bank, Corydon, IN1st Independence Bank (now Main Source), KY & INFuture Federal Savings Bank, Louisville, KYLiberty National Bancorp, Inc. (now Chase) and its Kentucky and Indiana affiliate banksMerrill Lynch, Louisville, KY
  3. 3. 3Anita Swain TylerSwain Marketing’s principal, Anita Swain Tyler, offers more bank marketing Your communications experience than any other agency owner in the region. Account “We help banks grow and succeed in a challenging economy through Service Team integrated marketing communications programs that capitalize on the best of traditional and new media, selecting the best media and giving our clients the most effective advertising program for their investment.” AccountAnita’s strengths include marketing planning and consulting. Anita wrote Manager the annual marketing/advertising plans for Liberty National Bancorp, Inc. affiliates. She offers excellent organizational and communication skills, copywriting and buttoned-up account service.Your account will be one of our top priorities. It will be managed by an experienced advertising professional, not an assistant in training. Anita will be your account service manager and have daily contact with you. She will also direct or write copy for your advertising. Experienced, professional and focused, Anita will hit the ground running, working for your best interests.Anita holds a M.A. in Marketing from Webster University and a B.A. in English Literature from Hanover College. Anita is an adjunct professor of advertising for University of Louisville.Teresa Lark Heintzman GraphicTeresa brings over thirty years experience in graphic design to our team. Designer Her career began in broadcast design at WAVE-TV and WHAS-TV as a courtroom artist, creating on-air animation and news graphics, TV premier campaign support materials, outdoor, events installations, set design to name a few. She is equally at home with logo design, book design, newspaper advertising, billboard design, give-away items or corporate annual reports. Her client list includes corporate, non-profit, retail/small businesses, institutional and educational organizations.She brings technical expertise in computer production, photo-retouching and vender coordination as well as creative, classically powerful graphic design talent. She has a long and respected relationship with many area printers, suppliers, copywriters, marketing and public relations firms.Teresa grew up in Jeffersonville on Blackiston Mill Road. She holds a B.F. A. in Printmaking from the University of Louisville.
  4. 4. 4Sharon Weiter WebSharon has been offering comprehensive Internet design since 1995. She also Designer offers expertise in online marketing and SEO (search engine optimization) strategies, animation, multi-media, and social media branding. She believes utilizing the online community to build brand awareness between client and customer is an essential part of todays marketing.An admitted techno-junkie, Sharon stays current with technology and solutions to support traditional advertising. Sharon has earned design awards from Louisville Graphic Design Association (LGDA) and the International Association of Business Communicators (IABC). Sharon holds a B.A. from the University of Louisville. She calls Southern Indiana home.Melissa Siegel MediaMelissa brings a wealth of experience with Southern Indiana media to your Director account. Currently, she works with Floyd Memorial Hospital and Bowles Mattress Company in Indiana. As the former Media Director for Sheehy & Associates, Melissa has planned and bought regional and local media for diverse accounts. Her background in media research and marketing complement her expertise in media planning and buying.Melissa is a results-oriented team contributor with the ability to successfully manage multiple marketing projects and meet high expectations and deadlines.Melissa has a B.A. in Communication from the University of Louisville.
  5. 5. 5What we will do for you. IntegrityWhen you work with Swain Marketing, you’ve chosen to work with some of the best advertising professionals in the business. PassionFrom traditional to high-tech advertising, our dynamic team will deliver over Dedication and above what we promised. Every time. On time. And on budget. ReliabilityFrom marketing to media, your account will receive top priority service, Flexibility attention to detail, and quick turn-around.When you work with Swain Marketing, you won’t have to fill out large stacks of forms to make small ad changes or hassle with a big agency agenda.We know bank marketing communication, we understand the business of banking, and we know the markets in which your offices are located. In fact, we’ve already worked in quite a few of them. We’ll put our experience to work for you.We’re ready when you are. So let’s get started. The SituationThe situation⁄ At the end of last year, First Savings Bank (FSB) of Clarksville, Indiana purchased Community First Bank (CFB) of Corydon, Indiana.⁄ FSB currently has offices in five counties: Clark, Crawford, Floyd, Harrison and Washington, Indiana.⁄ CFB currently has offices in Corydon, English, Leavenworth, Marengo, Milltown and Salem, Indiana. CFB is doing business with existing advertising that says, “a division of First Savings Bank” on it.⁄ Together, the size of the banks will be $500,000,000 in assets—the largest, locally owned community bank in the state of Indiana, solely focused on the needs of Southern Indiana. Together, there are 14 offices and 14 ATMs.⁄ The banks have selected a new operations system and plan to be on board with that system, effective August 2010.⁄ The banks have decided to select a new name when they become one bank and will work with their advertising agency to choose it.⁄ Right now, customers must bank at their existing bank, but have free use of ATMs at both banks.
  6. 6. 6⁄ Lending decisions will remain local.⁄ The banks will choose an agency to develop advertising during their transition Advertising and to launch the new name of the bank. Objectives⁄ First Savings Bank and Community First Bank are committed to making a seamless transition to become one bank, effective in the first quarter of 2011. This includes making a commitment to a professionally produced advertising campaign that will run during the banks’ transition, a launch campaign to announce the new name, and maintenance advertising, thereafter.⁄ The banks have requested we put together a proposal that includes how we can lead them through this process via a streamlined advertising process.Existing Customers & Prospects AdvertisingWe recommend that you communicate regularly with your customers during the Targets transition and afterwards. This is especially important during the first 12 to 18 months as a new bank with a new name.Your EmployeesWe recommend that you communicate with your employees once per month so they feel confident about their own roles at the bank, and equally confident addressing customers’ questions.Business AccountsWe recommend that you advertise to your business clients so they feel confident that their banking relationship with you will remain strong.Community Relations Organizations/ClientsWe also recommend you address the community-related organizations that you are working with now. While you are merging together as one larger bank, you are still communicating your committed to their organizations.
  7. 7. 7What we should expect as the banks transition. ChallengesWith change comes uncertainty.When it comes to banking, people dont want to change, and switching banks is also a pain. So, we want to offer them something better, a wider array of services, local lending decisions by people theyve come to know and trust. We also want our advertising to help minimize account issues, such as checking account numbers, ATM cards, online banking, and direct deposit.Big bank distrust is an economic reality.For some customers, change is uncomfortable. We want our advertising to reduce potential fears, suggesting good things about the changes; and yet they will continue to enjoy the same personal service from the same people they already know. Now, they are a part of one of the best-run banks in the country.There will be plenty of speculation.We will provide honest information and current updates from senior management via press releases, electronic and printed communication and advertising.Employee concerns.Employee meetings, electronic updates, and training will empower employees to confidently answer customer questions and feel secure about their own jobs.Corporate clients and organizations get anxious.Bank officers and senior banking officials will talk with corporate customers personally, via electronic and printed pieces, and in our advertising to assure them we still take their business personally.
  8. 8. 8Marketing Strategy Timetable {Approximately 1year} Timetable⁄ Transitional Campaign Phase One Apr – Sep (Comfort, Reassurance, Informational) 2010 The purpose of our transitional advertising is to make customers feel comfortable with the bank merger process and to keep them informed of its progress and how that affects them. We want existing customers to be aware of the advantages the new bank will have to offer them and to feel like they are part of a great change.⁄ Transitional Campaign Phase Two Sep – Nov (We’re now one operation.) 2010 Announce that customers can bank at all locations of FSB & CFB and what the benefits are now that the systems are one.⁄ Hiatus Nov 2010 – (Off-air) Feb 2011 Outside signage can go up in the fall, with banner coverings over the new logo. We’ll show FSB & CFB names, until new name is officially announced.⁄ Official Launch Campaign Phase Three Feb – Apr (We’re one bank and here’s who we are.) 2011 Announcement of official bank name change and roll out of new logo, new look, new materials, along with a customer/prospect promotion in April, 2011.⁄ Ongoing Maintenance Advertising – TBD Maintenance TBD
  9. 9. 9Transitional Campaign Phase One & Two Projects TransitionalBank Nomenclature CampaignCreative consulting, recommendations, client input, final selection. ProjectsLogo DesignDesigning of three logo treatments, client approval of final selection, refinement and expanded use alternatives.Transitional Logo Treatment (Dual CFB&FSB logos “soon to be” NEWBANK Logo).PrintLogo Spec Guide We’ll establish your official graphic elements and treatment of new logo, and establish graphic treatment of transitional dual CFB&FSB logo.Transitional Newspaper Ads Courier-Journal, Indiana Edition, 4-color, full page Local communities’ papers—All markets, b/w, small to medium format.Transitional Magazine Ads Southern Indiana Magazine, 4-color, full pageTransitional Statement Stuffers/Drive-thru Window Handouts/Literature Rack Fill Keep existing customers up-to-date with announcements of upcoming changes to banks’ online or face-to-face banking experiences. Small format, 4-color print materials.OutdoorTransitional Condition (Dual CFB&FSB logos “soon to be” NEWBANK Logo)Environmental Temporary Banners—Drive-thru, Stand alone, Building inside/outWebTransitional Front Page with news updates for both online banking sites (Could be scrolling banner, link, etc.) several versions to build upon the progress of the brand merger.Transitional ATM Display Screen—Two sets of periodic messages. Limited interactivity.Professional emailings to existing customersConsider Social Networking—Blog, LinkedIn, etc.Employee MaterialsIntra email updates/announcements/events
  10. 10. 10Official Launch Event Campaign Projects Launch EventPress Release CampaignAnnouncing new merged banks, background information and new name. ProjectsPrintLaunch New Name/Logo/Look Newspaper Ads. Courier-Journal, Indiana Edition, 4-color, full page. Local communities’ papers—All markets, b/w, full page.Transitional Magazine Ads Southern Indiana Magazine, 4-color, full pageTransitional Statement Stuffers/Drive-thru Window Handouts/Literature Rack Fill Announcing new name/logo, watch for festivity/events, etc. Small format, 4-color print materialsOutdoorLaunch Campaign Billboards (Announcing new name, new logo, new look)Environmental Temporary Banners—Drive-thru, Stand alone, Building inside/outWebNew Website Design and coordinating implementation of it with the existing website development / hosting company.Launch ATM Display (Master front page, permanent)SignageBranch Building Branding Guide—Photoshop fabricated image of each existing facility with new signage in place for sign company production.Building Signage & Way Finding/Directional Signage/ATM/Gas Stations/Grocery Stores. (Paper banner covering until February of 2011.)Biz-to-Biz & Community Partners MaterialsBusiness-size introductory brochure, pocket folder of new bank, new capabilities, lending strengths, etc. for senior banking officers making personal calls to use as a leave-behind. Professional emailings and updates.Premiums Promotional items such as pens, pencils, balloons, magnets, little banks, etc. Higher-end premiums such as logo portfolios for corporate clients.On Day One Logo shirts on all employees/consistent colors. Signs unveiled. Hours, new logos on doors, drive-thrus, etc. Internet switched over to new system. (Customers will still see their banks’ old name – de-emphasized – on the web site, but after 30 days, it will be gone from the site.)
  11. 11. 11Social Media Marketing (SMM) Social MediaSocial Media Marketing will attract and help you understand and respond to Marketing your target audience and prospective customers. It can be a cost-efficient Information addition to our traditional media recommendations. In today’s competitive environment, it can be beneficial, especially in building relationships and in tracking online conversations about the bank as it becomes a new “brand.”The benefits of Social Media Marketing are bi-directional: That means you can get your messages and business image out there. You can instantly post news or events. You also get to know instantly what the reaction is to your posts, how your messages are received. It’s important to encourage online dialogue and actively listen and respond to your audience. This will need to be handled daily and internally at the bank, in order to remain timely.Here’s a summary of how SMM can work for you:Your online audience will generate hits on your website and with the right message there, online visits to the bank, as well. We can also track traffic to your social media efforts, conversations, repeat viewers and existing customers. These tracking tools can be vital to gathering the best possible (and up-to-the-minute) information relative to your bank during the transition phase of our campaign.The key is to get as many contacts as possible in your network and respond to them in a timely manner. This can be in the form of a fans page like on Facebook or LinkedIn. Networks like LinkedIn can add a credible, cost- efficient marketing component, especially with business-to-business clients or prospects.There are many ways to build an online image for the bank. We would be happy to develop a specific approach to complement our other media recommendations.
  12. 12. 12Recommended Media Mix Media⁄ Outdoor Billboards Recommendations Outdoor posters around bank locations CBS Outdoor, Lamar Outdoor AVG $3,500/month April 2010 – March 2011 = $42,000 (can change monthly/can cancel for hiatus months to prolong campaign till June 2011)⁄ Print Courier Journal, Southern Indiana Zones Tribune/Evening News, New Albany Green Banner Publications, including Banner Gazette Washington County Charlestown Leader Scott County Journal Salem Democrat/Leader Corydon Clarion/Democrat AVG $5,000/month April 2010 – March 2011 = $60,000 (can change monthly/can cancel for hiatus months to prolong campaign till June 2011)⁄ Additional Publications Business First Southern Indiana Living Magazine Occasional placements throughout campaigns to total no more than $10,000⁄ Radio Traffic Radio – Metro Networks, Total Traffic AVG $2,000/month August 2010 – July 2011 = $24,000⁄ Insight Cable TV Southern Indiana Zones AVG $2,000/month August 2010 – July 2011 = $24,000⁄ New Media Opportunities Social Media, Search Engine Optimization
  13. 13. 13Proposed Media Placement Budget Media Budget⁄ Transitional Campaign Phase One April 2010 – September 2010 Totals: $85,000⁄ Transitional Campaign Phase Two September 2010 – November 2010 Totals: $27,000⁄ Hiatus November 2010-February 2011 Saving funds during peak shopping times of the year; helps promote length of your campaign⁄ Official Launch Campaign Phase Three February 2011 – August 2011 Totals: $62,500Proposed Total media Budget $150,000 – 175,000
  14. 14. 14Transitional Campaign Phase One & Two Projects Transitional Estimated Time Frame Estimated Cost Range PhasesBank Nomenclature 2 weeks $2,000 – 5,000Logo Design 4 weeks 5,000 – 7,000 Time/CostPrint EstimateLogo Spec Guide 1 week 2,000 – 4,000Transitional Newspaper Ads Campaign Master Samples 2 weeks 4,000 – 6,000 Community Ads 1 day Each 1,000 – 2,000Transitional Magazine Ads 1 week Each 1,000 – 2,000Transitional Statement Stuffers/Drive-thru Window Handouts/Literature Rack Fill 2 week Each 2,000 – 4,000OutdoorTransitional Condition 2 weeks 5,000 – 7,000WebTransitional Front Page 1 week 2,000Transitional ATM Display 1 week 1,500Professional Emailings 1 weeks Each 500 – 650List Management for client base XLS or CSV file Per New Mailing 600 – 1,200Reporting Emailing stats Per List 300 Provides reports in pdf format showing recipient results, opened , bounced, bad email addresses.Social Media Strategy TBD TBDEmployee MaterialsIntra email update/announcements/eventsNewspaper, web,Miscellaneous TBDCreative Development for Transitional Campaign $40,000 – 50,000 Photography, printing, sign manufacturing, billboard manufacturing and mileage not included.
  15. 15. 15Official Launch Event Campaign Projects Launch Event Estimated Time Frame Estimated Cost Range PhaseLaunch Press Release 1 week Each $500 – 1,000PrintStationary Package 2 weeks 1,500 – 2,500 Time/CostLaunch New Name/Logo Newspaper Ads Estimate Campaign Master Samples 2 weeks 4,000 – 6,000 Community Ads 1 day Each 1,000 – 2,000Transitional Magazine Ads 1 week Each 1,000 – 2,000Launch Statement Stuffers/Drive-thru Window Handouts/Literature Rack Fill 2 week Each 2,000 – 4,000OutdoorLaunch New Campaign 2 weeks 5,000 – 7,000WebLaunch New Front Page 1 weekLaunch New ATM Display 1 weekSignageBuilding Signage Branding guide 3 weeks 6,000 – 10,000 (Shows outside signage & placement recommendations for each bank office.)Building Signage 3 days Each 1,000 –2,000Biz-to-Biz & Community Partners MaterialsBusiness Brochure/Pocket Folder 2 weeks 4,000 – 5,000Professional Emailings 1 weeks Each 1,200Premiums 1 week Each TBDEmployee MaterialsIntra email update/announcements/events Each TBDDay One Events TBD TBDMiscellaneous 5,000 – 10,000Creative Production for Launch $40,000 – 50,000Total Estimated Marketing Budget $230,000 – 275,000 Photography, printing, sign manufacturing, billboard manufacturing and mileage not included.
  16. 16. 16 Portfolio Community First Bank Billboards Buttons Stuffers Ad Campaigns Logo Design Signage Banners Etc.FirstIndependenceBankB/W Ad
  17. 17. 17 PortfolioCoalitionfor theHomelessLogo DesignPocket FolderBrochuresStationary Package
  18. 18. 18 PortfolioPassport AdvantageHealth InsuranceFull Color Ad CampaignPower Point PresentationMembership Card Center College Book Dust Jacket History of Centre College 280 page/450 images Published 2009
  19. 19. 19 Century Portfolio Mortgage Louisville www.centurymortgagecompany.com Hance & SrinivasanPersonal Injury Law Firm www.hslawky.com 2trg Recycling e-waste www.2trg.com