Final Wells Fargo Presentation

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Final Wells Fargo Presentation

  1. 1. Choose to Win.Choose Wells Fargo.<br />Lee Freeman Lyles Armour<br />Aimee HruskaJuana TretoStephanie Miller<br />
  2. 2. Areas Of Importance<br />Introduction<br />Promotion Opportunity Analysis & Communication Analysis<br /><ul><li>Competitive, Opportunity, Customer, and Positioning </li></ul>Campaign Objectives<br />Strategies<br /><ul><li>Target Marketing, Brand Positioning & Brand Image
  3. 3. Prizes and incentives</li></ul>Tactics<br /><ul><li>Advertising, Media Plan, Consumer Promotions, Trade promotions/B2B
  4. 4. Tracking </li></ul>Public Relation & 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. 5. Promotion Opportunity Analysis<br />Communication Analysis<br />
  6. 6. Competitive & Positioning Analysis<br />
  7. 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. 8.
  9. 9. Customer Analysis<br />Generation Y<br />Easily Bored<br />Tech-Savvy<br />Brand-Sensitive<br />Not as Responsive to Traditional Marketing<br />
  10. 10. Strategy<br />Objectives<br />
  11. 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. 12. Target Market<br /><ul><li>Important financial decision are made during major life changes
  13. 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. 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. 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. 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. 17.
  18. 18.
  19. 19.
  20. 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. 21. Tactics<br />Tracking & Measurement<br />
  22. 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. 23. Banner
  24. 24. Posters (college campus)
  25. 25. Internet
  26. 26. Facebook
  27. 27. Twitter
  28. 28. Wellsfargo.com
  29. 29. Restaurants
  30. 30. Local </li></li></ul><li>
  31. 31.
  32. 32.
  33. 33. Media Sources<br />
  34. 34.
  35. 35.
  36. 36. Tracking & Measurement <br />Media Sources <br />
  37. 37. Public Relations<br />
  38. 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. 39. Budget<br />
  40. 40.
  41. 41.
  42. 42. Wells Fargo <br />Choose to Win.<br />

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