This document outlines a digital strategy for Bank of China to promote its credit card for overseas students. The card offers multiple currency usage and rewards points that can be redeemed for discounts on international flights and hotel stays. The strategy involves using email marketing through QQ Mail and Gmail targeting different demographics, as well as a social media campaign using hashtags like #studyoversea and #studyatus on platforms like Weibo. The content will be fed during peak hours and different cost models like CPC, CPM, and CPA are evaluated.

1. Digital Strategy for Bank of
China
Xiang Li

2. Promotion of BOC’s Credit Card
for Oversea Students

3. The Massive Craze of Chinese
Oversea Studies

4. Function of This Credit Card
1.Multiple-currency and universal-
use
2.SMS Reminder of Master Card
3.High Reward Point
4.Quarterly Financial Advice

5. Co-operation with Airlines and Hotels
Credit Card Point:
International Flight Tickets
• Free Flight Tickets
• Economy Class updating to Business Class
Hotels with Discount
• International Hotels with discount
• Domestic Hotels free nights

6. Email Strategy
Tool:
QQ Mail and Gmail
Target:
QQ Mail: 35-55 year-old Male
Beijing Shanghai Shenzhen Hong Kong
Gmail: 17-25 year-old students
New York LA Boston

7. Social Networking

8. Hash Tag and Info Feeding
Content
# studyoversea
# studyatus
# TOEFL
# SAT
# Americanuniversity
Feeding Time
10pm-12pm
8am-10am

9. CPC CPM and CPA
CPC : Click-through Rate
CPM: Cost-Per-Mille is when the price is based on
1000 impressions
CPA : Cost Per Action
COST IMPRES
SIONS
CLICKS CLICKS
RATE
AC CONVERSIO
N RATE
PRICE TOTAL
CPM 100,000 500 0.5% 50 10% $10.00 $1,000
CPC 100,000 500 0.5% 50 10% $2.00 $1,000
CPA 100,000 5000 0.5% 50 10% $20.00 $1,000

10. Thank You