BofA Integrated Campaign

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BofA Integrated Campaign

  1. 1. INTEGRATED MARKETING CAMPAIGN PROGRAM: ATL FOOTBALL CLASSICNov. 8, 2010 Presented by: Renee Jones
  2. 2. Agenda2  Program Background  Objectives  Responsibilities  Stakeholders  Strategy  Marketing Elements  Results  Take-Away  Questions Integrated Marketing Example: Renee Jones
  3. 3. Background3  Since 1989, AFC is an annual football classic held in September between between Florida A&M and Tennessee State.  BAC sponsored the AFC from 2000 – 2003.  AFC organizers were incented to give BAC a higher profile for 2003 to ensure future involvement.  BAC came to CHWA Agency to create a program to leverage this additional exposure at the AFC. Integrated Marketing Example: Renee Jones
  4. 4. Objectives4  Improve BAC’s brand equity w/ AAs.  Reinforced by in-person advocacy programs like AFC.  To develop a stronger database of AA customers for future promotions.  Acquire new customers for the following products:  Checking  Savings  Small Business  Home Ownership  Credit Cards  Investment Services Integrated Marketing Example: Renee Jones
  5. 5. Responsibilities5  Responsible for overall execution and success of program  Create, get sign-off, manage, communicate:  Strategy  Event structure  Marketing mix  Project plan  Timeline  Budget  Select Copy  Creating weekly status meetings w/ stakeholders.  Project managing all elements individually and with stakeholders. Integrated Marketing Example: Renee Jones
  6. 6. Stakeholders6  Creative Team (client and our ad agency)  Media Buy Team (client and agency)  Event Production company  Public Relations Firm  BAC Client  Primary Client  Additional product group representatives  Lead for all bank branches  AFC execution team Integrated Marketing Example: Renee Jones
  7. 7. Strategy7  Leverage additional sponsorship by creating large customer tailgating event at the Georgia Dome.  Attendees receive branded badge as souvenir.  Partner with over 150 regional banking centers to help promote AFC sponsorship.  Customers opening checking/savings account receive guest badge to tailgating event.  Implement promotional strategy to drive audience to tailgate leveraging  TV - Radio - Mini branch events  Print - Online Integrated Marketing Example: Renee Jones
  8. 8. Marketing Elements8  Print Advertising  Running in 10 regional newspapers starting two weeks prior to Classic – driving traffic to branches. Bank of America is a proud Platinum Sponsor of Atlanta Football Classic. Bank of America is a proud Platinum Sponsor of Atlanta Football Classic. Bank of America is a proud Platinum Sponsor of Atlanta Football Classic. To celebrate, we’re inviting you to our tailgating party during the AFC. To celebrate, we’re inviting you to our tailgating party during the AFC. To celebrate, we’re inviting you to our tailgating party during the AFC. Whether you’re a Bank of America customer or not, simply stop by a local Whether you’re a Bank of America customer or not, simply stop by a local Whether you’re a Bank of America customer or not, simply stop by a local Atlanta banking center, sign up for a new service and receive your VIP Bank Atlanta banking center, sign up for a new service and receive your VIP Bank Atlanta banking center, sign up for a new service and receive your VIP Bank of America Tailgate Pass - or visit bankofamerica.com/AFC for details. of America Tailgate Pass - or visit bankofamerica.com/AFC for details. of America Tailgate Pass - or visit bankofamerica.com/AFC for details.
  9. 9. Marketing Elements9  Online Presence  Landing page designed, co-branded with AFC and BAC information  URLto landing page shown only on print ads running in local markets  Customers who signed up for a savings or applied for BAC credit card qualified for VIP badge to Tailgate  Must bring copy of account confirmation page to local branch to receive badge. Integrated Marketing Example: Renee Jones
  10. 10. Marketing Elements10  General Brand Television Spots.  Four (4) :30 commercials.  Two (2) bumpers in live game broadcast.  Brand placement in AFC promotions.  Logo in all digital and print media.  Brand presence at AFC parade.  Estimated25,000 spectators of parade.  Sponsoring 150 students from a local school. Integrated Marketing Example: Renee Jones
  11. 11. Marketing Elements11  Radio promotion  Partnered w/ 4 local stations to promote BAC presence.  Live remote events at 10 local branches.
  12. 12. Marketing Elements12  Banking Center Promotions  150+ centers participated in regional ATL area.  20,000 VIP Tailgate badges created/distributed to centers.  Tellers wore branded BAC/AFC polo shirts.  Branded buttons worn w/ message:  “Ask me how to become an AFC VIP”  TailgateVIP badges distributed to new or existing customers who open a new service (savings, credit card, checking, etc.). Integrated Marketing Example: Renee Jones
  13. 13. Marketing Elements13 BAC creative on Schedule of Events collateral  (58k pieces created)  Distributed to:  Allhotel guests within AFC room blocks.  169 banking centers in ATL and surrounding cities.
  14. 14. Marketing Elements14  Tailgating event at Georgia Dome  Additional 10k badges created for onsite  Open access w/ badges offered in three tiers:  Tier 1: Received badges from banking centers & BAC guests.  Tier 2: Customers w/o badge.  BRC regarding existing services & interest in future.  Tier 3: Non-Customers w/o badge.  BRC regarding their service interests.
  15. 15. Marketing Elements15  Tailgating event at Georgia Dome  Food/Beverages  Branded food/drink tickets  Music (DJ)  Games  Bean Bag Machine  Mini Basketball Game  Money Machine  Free raffle structure  $10,000 entered in machine  Two (2) names drawn every 30 minutes
  16. 16. Marketing Elements16  Tailgating event at Georgia Dome  Product Tables  Each product group received 10x10 space with signage.  Intermingled w/ food stations and games to ensure equal traffic.
  17. 17. Marketing Elements17  Half-time presence w/ BAC executives and AFC officials to present $25,000 check to:  FloridaA&M  Tennessee State Integrated Marketing Example: Renee Jones
  18. 18. Marketing Elements18  Game field promotions  Electronic message board  Public Address System  Four (4) announcements throughout game.  Jumbotron commercials Integrated Marketing Example: Renee Jones
  19. 19. Results19  Banking Center Promotions  All 20k VIP badges distributed to customers.  Over 5k came to the Tailgating event.  Tailgating event  More than 7k people filled out BRCs.  30% were existing customers.  70% were new.  Product tables gathered more than 500+ leads each.  Typicalpromo event averages around 100 leads per product. Integrated Marketing Example: Renee Jones
  20. 20. Take-Away20  For this program I feel the relevant marketing mix was leveraged.  Today? I would integrate these additional channels  Geo-targeted, interactive display ads.  Longer promotional period with radio stations.  Social Media presence.  Twittercontest  Target AFC Facebook community Integrated Marketing Example: Renee Jones
  21. 21. 21 Thank You Questions? Integrated Marketing Example: Renee Jones

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