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Country Bank Presentation

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Country Bank Presentation

  1. 1. Strategies and Objectives Diana Vuong Tara Keith Alissa Caputo Kristin Dziadul Cailin Carson
  2. 2. Marketing Objectives <ul><li>Maximize Country Bank’s profits </li></ul><ul><li>Build a relationship with the people and businesses in this region. </li></ul><ul><li>Increasing the market share for Generation Y </li></ul>
  3. 3. <ul><li>Increase in popularity of online banking. </li></ul><ul><li>Strong foundation in the community. </li></ul><ul><li>Preferences for larger banks. </li></ul><ul><li>No credit card options. </li></ul><ul><li>Losing the personal feel of their banking. </li></ul><ul><li>STRENGTHS </li></ul><ul><li>WEAKNESSES </li></ul>
  4. 4. <ul><li>Underbanked, Unbanked, and WhyBanks </li></ul><ul><li>Corporate Bank reputations </li></ul><ul><li>Trust in companies has dropped </li></ul><ul><li>Advancement in technology </li></ul><ul><li>OPPORTUNITIES </li></ul><ul><li> THREATS </li></ul>
  5. 5. Source of Business <ul><li>Target those currently using larger chain banks. </li></ul><ul><li>Encourage existing customers to utilize more of Country Bank’s services. </li></ul>
  6. 6. Target Market <ul><li>Generation Y </li></ul><ul><li>Primary Market: 9-21 </li></ul><ul><li>Secondary Market: 22-29 </li></ul><ul><li>Influenced by current trends </li></ul><ul><li>Spend spontaneously </li></ul><ul><li>Uneducated financially </li></ul>
  7. 7. Current Client Position <ul><li>Smaller banks are more personal </li></ul><ul><li>Focused on the individual </li></ul><ul><li>Friendly, reachable, helpful, your neighbor </li></ul>
  8. 8. Consumer Insight <ul><li>Generation Y believes big banks are better </li></ul><ul><li>Prefer well-known institutions </li></ul><ul><li>Limited research </li></ul><ul><li>Influenced by friends, family, and the Internet </li></ul><ul><li>Negative motivations </li></ul>
  9. 9. Communications Objectives <ul><li>The importance of banking </li></ul><ul><li>Educate Generation Y </li></ul><ul><li>Ages 9-21 of why they need a bank account </li></ul><ul><li>Ages 22-29 of why they should use Country Bank </li></ul><ul><li>Increase traffic </li></ul>
  10. 10. Brand Attitude Strategy <ul><li>Generation Y does not take enough time to look into banking options </li></ul><ul><li>Primary market will feel, learn, and do. </li></ul><ul><li>Secondary market will learn, feel, and do. </li></ul><ul><li>The banking experience does not have to be negative. </li></ul>
  11. 11. Key Consumer Benefits <ul><li>Provide Generation Y with easy, low-cost, and convenient local banking. </li></ul><ul><li>Reach out to target through their major sources of information. </li></ul><ul><li>Simplify banking terms. </li></ul>
  12. 12. Desired Consumer Response <ul><li>“ Big Little Bank” </li></ul><ul><li>Ensure customers they are Country Bank’s number one priority </li></ul><ul><li>In turn, they open an account </li></ul>
  13. 13. Creative Guidelines <ul><li>Emotional Appeal: Country Bank is a “home away from home.” </li></ul><ul><li>“ Country Bank: Our home is your home.” </li></ul>
  14. 14. Overall Message <ul><li>“ Professional bank with a personal touch.” </li></ul>

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