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Published byRaymond Knight Modified over 9 years ago
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French Creative for Integrated Advertising, Promotion, and Marketing Communications, 7e Clow and Baack 1
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Founded 1990 Full service agency Philosophy – partnership with clients Synergistic team approach Award-winning creative team 2
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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
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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
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Create awareness Drive customer traffic ◦ New location ◦ Website 5
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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
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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
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12 Announce New Opening
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13 Invitation Bank Opening Select Community Leaders
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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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