Wells Fargo lost market share in Colorado due to increased competition from smaller banks. Competitors are offering promotions like cash bonuses and gift cards to attract new customers. Wells Fargo's marketing group proposes campaigns targeting 18-34 year olds including travel vouchers for opening accounts, financial seminars on college campuses, and a Facebook page. The objectives are to increase new customers by 4% and build trust. The group analyzes generations Y and X to inform the campaigns.

1. Presented By: Marketing Group

2. Competitive Analysis In 2007 Wells Fargo lost market share in Colorado due to smaller banks increasing their market share. Wells Fargo has the big bank image and people do not feel like they are cared for or important to this bank. TCF Bank $25 referral reward Bank of the West Get $100 to spend at local businesses 1st Bank Get $50 when you open a free checking account Compass Bank Get a free Apple IPod 4GB shuffle Chase Get a $100 cash bonus when you open a checking account FREE is a promotional tactic that Wells Fargo can actively and successfully participate in like their fellow competitors. Competitors are using these “free” promotions to successfully increase accounts.

4. Located along the Colorado Front Range Our Main Focus: 1. Current college students at all the universities across the Front Range of Colorado. 2. Recent college graduates that are still living along the Front Range. 3. Entry level job positions at any company within our geographic segment.

7. feel their business is valued

8. offers competitive prices

10. Electronic media

11. Use of language, music and images

13. Unresponsive to Traditional Media

14. Biggest market force for homes, cars, and appliances

18. Other banks = (cold hard cash)

21. Trusting semi-individual relationship with customers.

24. All ads will piggyback off of Wells Fargo’s already successful “Someday” campaign.

25. Will bank on the fact Gen Y loves seeing new places and new experiences, Spring Break Vacations

30. Present practical information

31. Giving students a reason not a sales pitch.Gen Y: Expects companies to understand their needs and values Seminar Goals

32. Scheduling and renting Contact Individual departments, send out emails with all the information. Run Ads in the schools newspaper to inform. Provide food. “If you feed them, they will come…” Update website and Facebook with event particulars.

34. How much the card is worth.

35. Information will assess effectiveness(Any prize money awarded must go into a new or existing account.)

36. Who's ready for financial independence………….. No Takers….. Financial Seminars are Coming to Campus Wells Fargo will be holding a financial seminar aimed at giving you practical information in order to build a brighter future. …bring yourself, a friend, anyone is welcome to attend….oh yea and Free Food.

37. Whatever Your Dreams Are…. Let Us Get You There Wells Fargo Financial Seminars are Coming Free Knowledge……and Food

39. 50% of active users log on every single day

41. Company Updates Customer Feedback Company Information Advertisements and Promotions Potential Customers

45. When card is redeemed Individual Codes Will Identify:Which seminar it came from. How much the card is worth.

46. Budget

47. Sources Hawkins, Del I., Roger J. Best, and David L. Mothersbaugh. Consumer Behavior Building Marketing Strategy. New York City: McGraw-Hill Irwin, 2008. Print. Johnson, Hilary. "Gen Y Marketing: Can Web Close Loyalty Gap?" American Banker 172.29 (2007): 3. Business Source Premier. Web. 22 Sept. 2009. Neuborne, Ellen and Kathleen Kerwin. “Generation Y.” Business Week 15 Feb 1999. http://www.businessweek.com/1999/99_07/63616001.htm Davis, A. (2009). New1020 Placecast Survey Shows 42 of18 34 Year Old Cell Phone Owners are Interested in Receiving Location Based Advertising Specials Provided They Opt In for Such Alerts. Retrieved October 17, 2009, from docstock: http://www.docstoc.com/docs/13279473/New-1020-Placecast-Survey-Shows-42-of-18-34-Year-Old-Cell-Phone-Owners-are-Interested-in-Receiving-Location-Based-Advertising-Specials-Provided-They-Opt-In-for-Such-Alerts Floren, J. (2006, July 18). Experiential Marketing to 18-34 Year Olds. Retrieved October 17, 2009, from iMEDIA: http://www.imediaconnection.com/content/10397.asp Knight, K. (2007, March 1). Study shows targeting 18-34 year olds can pay off. Retrieved October 19, 2009, from BizReport: http://www.bizreport.com/2007/03/study_target_youngwithmoney_ demographic.html Moskalyuk, A. (2009). 79.8% of 18-24-year-olds use instant messaging, 29.6% read blogs. Retrieved October 17, 2009, from ZDNet: http://blogs.zdnet.com/ITFacts/?p=8428 Reducing Student Loan Debt. (n.d.). Retrieved October 17, 2009, from Student Doc: http://www.studentdoc.com/student-loan-debt.html Torabi, F. (2008, September 8). Curd College Spending. Retrieved October 17, 2009, from Main Street: http://www.mainstreet.com/article/career/students/gen-y/curb-college-spending Used material from all other 7 teams research