example: student strategy project final
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Team Members: John Bollinger & Maria Solomon
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The Citizens Bank has been serving theSoutheastern Ohio community since
1961
Official Bank of the Bobcats since 2007 Locations in Logan, Nelsonville and
Athens and the Wal-Mart on State Street
Campus Presence Three ATMs Location on Stimson Avenue Online Banking Bank of the Bobcats
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Strengths
Bank of the Bobcats Convenient ATMs near campus Customer service Extended hours Convenient locations Community involvement Free Checking Account
Weaknesses
Resistance to change Under-represented within thestudent market
Mobile banking layout Weak social media presence No mobile banking application Regional bank Minimal advertisingThreats Saturated local bank market National bank on Court Street
convenience
Resistance to change Leadership change
Opportunities New MKT team bring fresh
perspective
Leadership change
Enhancing store traffic of in-branchlocations
Grow student accounts Leveraging sponsorship with OU Enhancing community involvement
message
Creation of social media platform
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Primary GoalTo open up 200 student accounts (5% of OU incomingclass) in August/September 2013
4 Main ObjectivesRemodel Website & Facebook page by February 2013Grow social media presence at each 2013 orientation(15 total) by 40 new likes on Facebook
250-280 students on average attend each orientationDevelop a content marketing plan by March 2013 thatcreates a call to action for incoming freshman to start anaccount with The Citizens Bank of Athens
Develop plan to leverage sponsorship with OU Athleticsby March 2013
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Social Media Posts:1. Cant say lottery or raffle in any
promotional giveaways
2. Must disclose member of FDIC andan equal housing lender when
discussing products/services
3. When promoting a local businesscan not disclose if they are a
customer of the bank
4. Cannot verbalize APR or lendingrates without full disclosure
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Incoming freshman at Ohio University Age: 18 years old Residence: Dormitories on-campus Aspiring nurse Fan of the Bobcats 80% chance of returning next year Uses social media to interact with friends and
gather information Plays intramural sports with her dorm floor Volunteers twice a week at OBleness for hands
on experience Enjoys running along the Hocking, weather
permitting
Banking Needs:
1. Open a checking account (Debit Card)2. Build Credit3. Convenient ATMs4. Online Banking
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84% 25% 78%
ReferencesSocial Media
Usage Stats
76% 24% 63%
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Live in Mason, OHJennifer is a middle manager ata local Kroger
Joseph works in the salesdepartment at Proctor and
GambleBoth are college educatedSocial Media HabitsJennifer has Facebook and uses itto keep in touch with close friends,
family, and check up on her childrenJoseph has a LinkedIn for businesspurposes and occasionally uses
Facebook
*Us Census Bureauhttp://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk-
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1. Low Fees"2. Direct Deposit"3. Credit Card with low rate or rewards"4. Convenient Store Location"
1. Free Checking Account "2. Savings Account"3. Mobile Banking"4. Convenient ATMs"Ne
eds
Wants
Student:
1. Co-Sign Ability"2. Account Access"3. Options for CDs, long-term investments"
Parent
Wants
Needs
1. Banking Convenience for Child"2. No/low fees"3. Ability to Deposit Funds"
MoneyRates.comCollegeView.com
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Community Banking Redefined! Helpful" Friendly" Educational" School spirit" Interest gaining checking accounts" Convenient ATM locations" Online banking" Promotional giveaways and benefits" Personal Attention"
"
Bank of the Bobcats" OU Athletics branded card""
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Few Locations in Community"ExcellentFootprint"
Not Invested in Community"Community Involvement"
Rigid Corporate Structure"Autonomy and Accessibility
of Decision Makers"
Old-School"Technology"
Strictly Banking"
HockingValley"
1"
2"
Chase"3"
COMP" COMP"Citizens"
5"
Customer Service"
1"
1"
1"
1"
1"
OUCU"2"
2"
2"
2"
2"
3"
3"
3"
3"
3"
Peoples"4"
4"
4"
4"
4"
4"
5"
5"
5"
5"
5"
Convenience" 3" 5" 1" 4"2" Inaccessible Locations"
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Products/Services!
Technology/Convenience!
CustomerService!
Decision Makers/!Autonomy
!
1"
2"
3"
COMP" COMP" COMP"
5"
Your
Brand"
4"
HockingValley"
1"OUCU"
2" Chase"3" Peoples"4" Citizens"5"
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AUDIENCEJessica Johnson, an incoming freshman at Ohio University
POSITIONINGis looking for a bank that is convenient, but most importantly, has a committed focusto customer service and her banking needs.
VALUESJessica trusts the Citizens Bank because they have a history of great customer servicein the area and they went out of their way to establish a relationship with her during
orientation and via social media.
BEHAVIORBecause of this commitment, Jessica trusts the bank and will open up a checkingaccount when she arrives at school
MOTIVATIONJessica is motivated to do this because The Citizens Bank has been in constantcommunication with her via social media and sends a call to action post when she
arrives on campus.
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C1
" Jessica arrives on campus for student orientation and is looking to open a bank account."C2" During orientation, she walks through the section of bank booths located on Baker third floor.C3" The Citizens Bank booth sticks out because Jessica is a big athletics fan and they are giving away free Bobcat
money clips for liking them on Facebook.
C4"Jessica scans a QR code on her mobile device for instant access to their Facebook. Her mom wants to like it as wellso she logs on to her Facebook from a laptop.
C5" While at the table, The Citizens Bank representatives tell Jessica and her parents about their free checking account,mobile banking, convenient locations around campus, and their exclusive OU Athletics card background.
C6"The Citizens Bank hands Jessica her voucher to claim her free money clip by visiting The Citizens Bank locationbefore they head home.
C7" They leave, visit the bank, claim the money clip but decide not to set-up an account because Dad wanted to buy ahat for a friend from the bookstore.
C8" One month later, Jessica is getting ready to come back to campus.C
9" Shes checked her Twitter and Facebook all summer and has gotten informative tweets and posts about banking
needs for college students, how she can open a free, interest-gaining checking account, and even some promotionalcontent about starting an account with Citizens.
C10" Once on campus, she is completing all her errands when she gets an update on Twitter about another promotionaldeal for opening up a bank account with Citizens that week.
C11" She goes into the bank where she is blown away by their customer service and willingness to help get everythingset-up.
C12" She walks out with her checking account set-up and a new credit card (with OU Athletics' logo on the background)
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The Hub
Facebook Page will
reflect customer service
redefined message with
content.
The Citizens BankStudent Page on
Website
Branded YouTubePage
Incoming FreshmanVisitation Drivers
Summer Orientation
Table
Facebook Advertising/Sponsored Stories
OU Athletics WebsiteAdvertisement
Brochure in SummerOrientation Handouts
Walk-in visits toThe Citizens
Bank
Videos hosted on
the YouTube page
will be used across
the Facebook and
website platform
Posts deliverrelevant content to
build relationship
throughout summer
Delivers call-to-action promotions
for first two weeks of
school
Keep track ofanalytics
Create incentive to drive in-store
visits and likes to Facebook page
Squeeze page on FBand Citizens student
page for student
information
Enter chance to win bigprize from OU Athletics
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Content Categories Desired Reaction Conversion Opportunity
Around Athens Series(Video Series)
Build value by helping studentslearn best spots in Athens
Incoming student could potentiallyshare this with other incoming
freshman attending OU
How to Survive Financially
Freshman Year
To build value and trust byproviding useful tips to
incoming freshman for their
finances
Facebook content will link to TheCitizens Bank website where
students can then view the offerings
provided
The Citizens Bank
Community Involvement
(Video Series)
To educate freshman on TheCitizens Bank community
responsibility
Facebook content will link to TheCitizens Bank website where
students can learn more about
involvement
OU Athletics Giveaways
To make freshman aware of
relationship between TheCitizens Bank and OU
Athletics
To pick up giveaways the students
must visit The Citizens Bank mainbranch
The Citizens Bank account
information and promotions
Gain understanding of uniqueofferings The Citizens Bank
has for students
These opportunities will link back to astudent branded page on the website
that describes the promotions has
opportunity for further data collection.
Will be posted closer to August.
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Website UpgradesStudent tab on website which includes:1.Account information2.All social media content3. Information on student loan program4.Data collection point5. Information on mobile banking/convenience Social Media IntegrationStudent AccountsCreate incentive for opening savings/checkingaccount1.$50 automatically deposited for opening2.FREE Ohio Athletics credit card3.FREE entry into The Citizens Bank football
hospitality tent at TailGreat Park4.Entered into drawing for iPad5. Incentives for buying from local businesses Educate students about new loan program
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ResponsibilityDirector of Marketing in charge of social media contentContent completed by May 1Launch updated Facebook page May 15Launch content and Facebook advertising June 1
Distribution PlanManagement Tool: HootSuite1. One Stop Shop2. Scheduled PostsOne story per weekReuse early content in the later summer monthsMust engage with customers daily
BenchmarksIncrease in number of new Facebook followersNumber of content interaction (likes, shares, comments)Number of click throughs on advertisementsNumber of visits to Student page on websiteNumber of names entered on data collection touch pointsNumber of new student accounts opened
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Information15 total orientations from July to AugustAverage 250-280 students per dayTotal attendance: 4,000 students and 7,000 parentsBanks have location on the 3rd floor of BakerStudents given brochure with bank information
RegistrationDeadline: April 1Organized by IMG & University College$100 per week ($300-$400 investment)Tabling InformationBring displays, banners, etc.Bring laptops for student social media sign-upUse Rufus to build awareness and drive traffic
Have vouchers for FREE giveawayHave educational handouts about The CitizensBank & perks of social media plan
Next StepsCall Paul Woody & leverage OU sponsorship to:1. Reduce/eliminate registration fee2. Enter into Student Experience booklet Order branded giveaway Ohio Athletics Money Clip (The Citizens Bank logo) As low as $1.70 Athletics t-shirt Create QR code for frictionless access to The Citizens
Banks Facebook from students mobile phone
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CPM
Cost per 1,000impressions
Pay for people seeingyour ad
Ad will be shown topeople who are mostlikely to like your
page
CPC
Cost per click
Charged each timesomeone clicks on
ad / sponsored story
You can only pay for
clicks if you chooseSee Advanced
Options when youresetting up your ad.
Paying for clicks isntas valuable if your
goal is to get peopleto take an action on
Facebook.
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TargetAudience
CPM(Advertising)$0.05$0.34
USD
CPC
(Advertising)$0.71$1.62
USD
SponsoredStory $1.20 -$2.00 USD
Source: Webtrends
RecommendationsCost per click modelGoal: Generate Top-of-Mind AwarenessBelieve most students dont click advertisementsClick through rate on Facebook ads were .05% in 2011College student twice as likely to click if a friend was a fan4,000 x .05% = $200We would recommend The Citizens Bank budget $300
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Leverage relationship with
Ohio University Athletics during Orientation
Differentiatevia
brochureinsert
Use Rufus
at the table
OU
AthleticsGiveawayitems
at the table
Advertiseon Website
PromotedTweets &Facebook
posts
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Timeline - 2013Get approved & order OU Athletics money clips 2/1
Website upgrades completed 2/15
Finalize all new student accounts 3/1
Register Orientation Table with IMG and University College 3/1
Finalize content plan and distribution schedule 5/1
Launch updated Facebook page 5/15
Finalize logistical details & staffing plan for orientation table 5/15
Launch content & targeted Facebook advertising 6/1
Finalize creative for brochure pass along to IMG 6/1
Advertise on OU Athletics website 6/1
Orientations Begin 7/1Begin Facebook sponsored stories 7/17
Begin Facebook promotions driving in-store traffic 8/15
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Questions?