Chase Bank has developed a two-phase digital strategy to increase brand awareness and drive more traffic to their mobile app and bank locations. Phase one focuses on greater mobile brand awareness, increasing mobile app visitors, and driving more traffic into Chase Bank. The target audience and main competitors are also identified. Phase two will develop the strategic vision and implementation tactics through a SWOT analysis and optimized creative platform, with measurement of results through marketing automation and app usage and cross-channel interactions.

1. Chase Bank Digital Strategy
By: Sierra Resovsky
ADV 420 New Media Driver’s License

2. “The Relationship Bank”
● Founded in 1799 in NYC, leading
global financial services firm in
over 60 countries with 240,000
employees
● “See ourselves through the eyes of
the people we serve”
● Together making a difference by
respecting, valuing and supporting
each client in an individual way

3. Digital Strategy: Phase One - Objectives
1.) Greater MOBILE brand awareness
2.) Increase in visitors to mobile app
3.) Drive traffic into Chase Bank
Join Chase Bank’s “customer journey” through mobile banking

4. Digital Strategy: Phase One - Target Audience

5. Digital Strategy: Phase One - Competition
● The other banks of the “Big Four (banking)”
○ Bank of America
○ Citigroup
○ Wells Fargo

6. Digital Strategy: Phase Two - Vision
● SWOT Analysis:
○ Strengths: technologically ahead of the
time, already has mobile banking, well
established & known bank
○ Weaknesses: poor website accessibility
(constantly under construction),
overwhelming offers about new credit
cards, etc.
○ Opportunities: easily accessible with many
ATM’s & branches
○ Threats: non-user friendly interface,

7. Digital Strategy: Phase Two - Creative Platform

8. Digital Strategy: Phase Two - Tactics

9. Digital Strategy: Phase Two - Measurement
● Marketing Automation: reach the right people at the right time with the
right message
● Growth of users that download app
● Connect dots across channels