French Creative for Integrated Advertising, Promotion, and Marketing Communications, 7e Clow and Baack 1

 Founded 1990  Full service agency  Philosophy – partnership with clients  Synergistic team approach  Award-winning creative team 2

 Conduct situation analysis  Research to define client/brand position  Develop strategic marketing plan  Create work based on marketing strategy  Capture essence of client’s brand  Strategically choose media  Evaluate campaign effectiveness 3 Seven Step Approach

 Founded in 1975 to serve agricultural area  Bank had grown to five facilities  Opening new facility in Shreveport  Shreveport community had no experience or knowledge of Progressive Bank 4

 Create awareness  Drive customer traffic ◦ New location ◦ Website 5

 Objective: Announce entry of Progressive Bank  Target: Potential bank customers and financial community  Tactics ◦ Campaign using print, mall posters, outdoor ◦ VIP invitations to select community leaders ◦ Public relations follow-up after bank opening 6

 Objectives ◦ Introduce staff ◦ Personalize bank ◦ Focus on people  Kiosks located in mall ◦ Heavy traffic area ◦ Near bank location 7

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 Objectives ◦ Announce bank’s opening ◦ Introduce staff ◦ Personalize bank ◦ Focus on people 11

12 Announce New Opening

13 Invitation Bank Opening Select Community Leaders

 Objective: Promote bank’s loyal, long-tenured management team to generate trust and security  Target: Bank customers, prospective customers, financial community  Tactics ◦ Promote financial team ◦ Promote service to the community ◦ Use print and out-of-home 14

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 Objective: Promote key products and services  Target: Bank customers, prospective customers, primarily business-to-business  Strategy: Create campaign featuring key products  Media: Print, out-of-home, point-of-sale posters, and TV 23

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