2. Agenda
2
Program Background
Objectives
Responsibilities
Stakeholders
Strategy
Marketing Elements
Results
Take-Away
Questions
Integrated Marketing Example: Renee Jones
3. Background
3
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. Objectives
4
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. Responsibilities
5
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. Stakeholders
6
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. Strategy
7
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. Marketing Elements
8
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. Marketing Elements
9
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. Marketing Elements
10
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. Marketing Elements
11
Radio promotion
Partnered w/ 4 local stations to promote BAC presence.
Live remote events at 10 local branches.
12. Marketing Elements
12
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. Marketing Elements
13
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. Marketing Elements
14
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. Marketing Elements
15
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. Marketing Elements
16
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. Marketing Elements
17
Half-time presence w/ BAC executives and AFC
officials to present $25,000 check to:
FloridaA&M
Tennessee State
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18. Marketing Elements
18
Game field promotions
Electronic
message board
Public Address System
Four (4) announcements throughout game.
Jumbotron commercials
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19. Results
19
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. Take-Away
20
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
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21. 21 Thank You
Questions?
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