Fcb final

501 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
501
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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
  • paul
  • tad
  • paul
  • wade
  • Wade – show tad tad’s poster by tad for tad by tad
  • jackson
  • paul
  • paul
  • paul
  • paul
  • jackson
  • jackson
  • jackson
  • tad
  • tad
  • Fcb final

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

    ×