Wells Fargo (Integrated Marketing Campaign)

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Wells Fargo (Integrated Marketing Campaign)

  1. 1. Choose to Win.Choose Wells Fargo.<br />Lee Freeman Lyles Armour<br />Aimee Hruska Juana Treto Stephanie Miller<br />
  2. 2. Promotion Opportunity Analysis<br />Communication Analysis<br />
  3. 3. Competitive & Positioning Analysis<br />
  4. 4. 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 />
  5. 5.
  6. 6. Customer Analysis<br />Generation Y<br />Easily Bored<br />Tech-Savvy<br />Brand-Sensitive<br />Not as Responsive to Traditional Marketing<br />
  7. 7. Strategy<br />Objectives<br />
  8. 8. 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 />
  9. 9. Target Market<br /><ul><li>Important financial decision are made during major life changes
  10. 10. Car loans, home loans, student loans </li></ul>College Students<br />4-5 years away from biggest financial commitments<br />Wells Fargo = Preferred Bank<br />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 />
  11. 11. Strategies<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 />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 />
  12. 12. 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 />
  13. 13. 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, TVs, car etc.)<br />Creates superior product position<br />
  14. 14.
  15. 15.
  16. 16.
  17. 17. 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 />
  18. 18. Tactics<br />Tracking & Measurement<br />
  19. 19. MediaSources<br />Mail<br />Direct mail Scratch Tickets<br />Insert with customers’ bills<br />Street Team<br />Campus handouts<br /><ul><li>Signage
  20. 20. Banner
  21. 21. Posters (college campus)
  22. 22. Internet
  23. 23. Facebook
  24. 24. Twitter
  25. 25. Wellsfargo.com
  26. 26. Restaurants
  27. 27. Local </li></li></ul><li>
  28. 28.
  29. 29.
  30. 30. Media Sources<br />
  31. 31.
  32. 32. WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6<br />MEDIA CHANNEL<br />S M T W T F S<br />S M T W T F S<br />S M T W T F S<br />S M T W T F S<br />S M T W T F S<br />S M T W T F S<br />Internet<br /><ul><li>Facebook
  33. 33. Twitter
  34. 34. WF Message Screen</li></ul>Mail<br /><ul><li>Existing Customers
  35. 35. New Customers</li></ul>Outdoors<br /><ul><li>Street Team</li></ul>Hanging Ads<br /><ul><li>Posters
  36. 36. Banners</li></ul>Business-to-business<br /><ul><li>Restaurants</li></ul>Radio<br /><ul><li> (station name needed)</li></ul>KEY:<br />Heavy - Majority<br />Medium - Background<br />Low – When needed<br />
  37. 37. Tracking & Measurement <br />Media Sources <br />
  38. 38. Public Relations<br />
  39. 39. 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 />
  40. 40. Budget<br />
  41. 41.
  42. 42.
  43. 43. Wells Fargo <br />Choose to Win.<br />

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