1 MEDIA CAMPAIGNS ADVERTISING PROPOSAL
1
MEDIA CAMPAIGNS ADVERTISING PROPOSAL
2
THE ADVANTAGE ADVERTISING TEAM
Nick Kight is a senior public relations and communication studies double major from
Greenwood, IN. He is the public relations manager for the Huntington University Theatre
Company and public relations student assistant for the Huntington University university relations
office. Outside of school, he has worked for Indiana Repertory Theatre and Cancer Services of
Northeast Indiana as an intern in their marketing departments. For this campaign, he designed the
print advertising pieces for newspaper, billboard bulletins and direct mail channels. He also
suggested two recommendations for First Federal Savings Bank‘s online presence.
Josh Lanphier is a broadcasting and communication studies double major from Cincinnati, OH.
He is in his 3rd
year in working with 105.5 WQHU FUSE FM and currently holds the position of
assistant sports director. Josh is a co-host for the Huntington University radio show, Catching
the Bandwagon, which is the most ―liked‖ radio show in Huntington on Facebook. He also has
directed and produced a commercial for Jeurgen‘s Do It Best in Huntington. In his time outside
of the media realm, Josh works as a resident‘s assistant on the Huntington University campus,
He also writes for the Huntingtonian in the sport section. Josh also plays catcher for the
Huntington University Forester‘s baseball team. For this advertising project, he wrote and
produced two radio commercials.
Sarah Martindale is a senior public relations major with a minor in communication studies
from Pomeroy, OH. She has previously interned with Count the Stars Ministries, where she
aided them with brochure, logo, and web design campaigns. Her in-class experience includes
creating and implementing a public relations event for the Huntington University cheerleading
squad. She also has contributed in the development of an advertising campaign for the
Huntington University Theatre Company. She also has written a marketing plan for Caravan of
Hope, an upcoming ministry for Tajikistani women. Beyond public relations and marketing,
Sarah serves as the senior class president at Huntington University and as a resident assistant.
She created the public relations event, news release, logos, t-shirt design and financial reports for
this advertising project.
Thad Goff is a senior broadcasting major from Lakeland, FL. He produces broadcasting
segments for 105.5 WQHU FUSE FM and sports anchoring, reporting and camera work for
HTV. He also co-anchors Homestretch, a sports show on Fuse FM. His role in this project was
to identify three market segments for First Federal Savings Bank to target and also to put
together a television commercial.
Byran Myers is a junior broadcasting major from Logan, OH. He is the program director for
105.5 WQHU Fuse FM and the audio director for HTV News. Outside of broadcasting, Bryan
throws shot put for the Huntington University‘s track and field team. For this advertising
campaign, he assisted with the writing of scripts for the radio commercials, filming of the
television commercial, and created the storyboard for the second television commercial.
3
FIRST FEDERAL SAVINGS BANK
EXECUTIVE SUMMARY
Advantage Advertising has created an advertising campaign designed to reach younger
audiences to begin the process of building new relationships with the next century‘s potential
customers. Our campaign highlights First Federal Savings Bank‘s 100-year milestone in each
piece of advertising we have developed. Our hopes is the younger target market will associate
years of experience with the concept of competence. Then we hope they associate competence
with trust. Our advertising team wants these younger audiences to feel secure in where they
choose to bank and to begin getting them to think about where they might one day choose to
bank.
Advantage Advertising has created a new theme for this advertising campaign that we hope will
relay the message of how First Federal Savings Bank has lasted for 100 years and plans to grow
in the next century. We touch on First Federal Savings Bank‘s plan to expand into the Fort
Wayne market after attaining a significant amount of the market share in the Huntington County
area. In this campaign, we have recommended possibilities in enhancing the bank‘s current logo,
options in improving the bank website, plans for a public relations event targeted toward these
younger audiences, and suggestions for implementing radio, television, newspaper, and direct
mail advertising. Each of these mediums has been designed to grab the attention of these younger
potential customers in hopes they will give significant amount of consideration in deciding
whether or not to bank with First Federal Savings Bank.
TABLE OF CONTENTS
Page
Advantage advertising team 2 Executive Summary 3
Current market situation 4
SWOT analysis 5
Bank positioning 7
Competitive analysis 9
Marketing communication strategy/campaign proposal 9
Budget 15
Campaign samples 16
Campaign calendar/schedule 26
4
A. CURRENT MARKETING SITUATION
Overview of the market
First Federal Savings Bank tailors their services to anyone with banking needs. From the
ages of 18 until retirement, First Federal Savings Bank strives to be the best option in
banking within the Huntington County area. With 35% of the current market in
Huntington, Indiana, First Federal Savings Bank offers a wide variety of services from
personal banking and loans to small business direct deposits.
Currently, First Federal Savings Bank has five locations in northeast Indiana. There are
three locations in Huntington, one location in Warsaw, and one new location in Ft.
Wayne. First Federal Savings Bank provides customers five locations for ATM‘s.
While First Federal Savings Bank strives to meet the needs of everyone‘s banking needs,
First Federal Savings Bank provides solutions to specific needs for certain target markets.
Offering college loans allows First Federal Savings Bank to target high school students
and their parents. Small business also may utilize First Federal Savings Bank also offers
loans for college students to purchase that first car or first home/apartment. First Federal
Savings Bank also offers ―Moola Moola‖ accounts for children that allows them to begin
their savings accounts with a bank they can trust. If First Federal Savings Bank can get its
name and brand in mind of these much younger audiences, they will be able to build on
these relationships and retain loyal customers for the long-term.
First Federal Savings Bank does face stiff competition in the Huntington, IN and Fort
Wayne, IN markets. Competing banks include:
- PNC Bank
- Bippus State Bank
- 1st Source Bank
- Wells Fargo Bank
- Huntington Schools FCU
- Lake City Bank
- Woodforest National Bank
- Markle Bank
- First Farmers Bank & Trust
With the implementation of our advertising/media campaign, First Federal Savings Bank
should see increases in market share in the already established Huntington market as well
as the newly-acquired Fort Wayne market. They also can begin building long-term
relationships with younger audiences in their banking needs for school loans. First
Federal Savings Bank also will see an increase in online interactivity of their current
website if they so choose to follow the recommendations of our advertising team.
5
B. SWOT ANALYSIS
Strengths
First Federal Savings Bank has an established presence in the Huntington County area.
The bank has operated and served customers for the last 100 years. With so much
experience, they have maintained a quality customer base. First Federal Savings Bank
also already focuses on the relationship-building approach in reaching customers through
their ―hometown bank‖ reputation. It will not be hard for First Federal Savings Bank to
relate to new customers, since they make it a priority already to invest in the relationships
with their customers. The bank has made a name for itself in the Huntington County area
over the last 100 years. First Federal Savings Bank also already incorporates the slogan
―first in hometown banking.‖ With such a slogan, they make it a priority to inform all
customers (current and potential) that they focus on the interpersonal interactions
between their customers and the bank itself.
Weaknesses
Compared to competing banks in the area, First Federal Savings Bank‘s branches close
earlier on Saturdays. Since they close their doors early, they do not get much personal
interaction from those potential customers who might be too busy during the week and
can only come in for personal interactions with bank employees on Saturdays when they
are not busy working.
The lobbies of all First Federal Savings Bank‘s branches all close early during the week
as well. After doing research, certain bank lobbies close as early as 3:00 p.m., which does
not allow people coming home from work to visit the bank before they head home. These
customers miss the opportunity to get a taste of that hometown feel from bank
employees.
As our group toured through the First Federal Savings Bank‘s website, we thought the
bank lacked a modern and interactive touch. After servicing the Huntington community
for so 100 years, the hometown touch does work. We don‘t recommend scraping that
focus by any means, but maybe brainstorming on how to make the website appeal to
some younger customers. First Federal Savings Bank will need a new batch of customers
for the next 100 years. That‘s why now is an important time to reach out to the younger
generation. We offer a few recommendations later on in this campaign plan for the
website on how to reach this younger audience.
To continue with the website in mind, our advertising group also noticed the bank
receives little Internet activity. We saw only one online review for the bank. What‘s the
point in having a website if no one sees it or uses it?
The final weakness our group chose to keep in mind was keeping in mind how the new
Fort Wayne branch will have none of the strengths the Huntington and other established
branches have. This could be a great opportunity to take advantage of the idea of
6
revamping the look for the company in order to reach a target market that might not be as
susceptible to the hometown business approach, but more attracted to a bank that can
relate to them on their level.
Opportunities
Since the Fort Wayne target market moves at a quicker pace and most people living in the
city prefer convenience over the hometown approach, this might be an ideal time to
invest in ATM machines in the Fort Wayne area and spread them out throughout the city.
Advertising pieces in the Fort Wayne market should include mention of the availability
of ATM machines.
A second opportunity in our campaign is to target the 25-64 year old market. This
demographic tends to be the age group interested in researching loans in order to buy cars
and homes. Since the younger end of this demographic has not yet been reached and have
not settled on where they would like to bank, this might be the ideal time to gain their
attention by mentioning First Federal Savings Bank‘s array of loan opportunities.
Most of the younger generation also spends a significant amount of time utilizing social
media. These people see what their networks are out doing and can be influenced or
enticed by the recommendations and opinions of their peers. To attract this younger
market, now is the time for First Federal Savings Bank to invest its energy in social
media to begin building relationships with these potential customers. Social media is the
leading channel of communication to gain the attention of this target market.
With the move into the Fort Wayne market, there is more opportunity to reach new
markets and new market segments. The Fort Wayne market might not be as influential
with the hometown touch slogan considering the lead too busy of lives to really allow
that to be a deciding factor in determining where they‘d like to bank. First Federal
Savings Bank could focus their efforts instead on providing quality customer service and
helping people feel comfortable about who is watching their money.
Threats
Competing banks are building stronger customer relationships through technological
means. These competitive banks understand that some customers prefer convenience over
the personal-relationship approach. Since competitors have focused some of their efforts
on implementing emerging technology in their customer outreach efforts, competing
banks are finding clients coming to them for their banking needs. If First Federal hopes to
reach the younger target audiences in Fort Wayne and surrounding areas, they must be
open to the idea of utilizing social media and online tools to reach these audiences.
First Federal Savings Bank will first need to learn various methods and approaches in
using technology. Up to this point, the leadership at First Federal Savings Bank has been
weary of using technology to bring in new customers in fear of losing the hometown
touch. Instead of losing the hometown touch, First Federal Savings Bank might be able to
incorporate their hometown touch approach into any technological endeavors in reaching
7
potential customers. These customers might feel just as cared for online as they would
from physically walking into a bank.
C. BANK POSITIONING
Target market selection
For this campaign, we chose to highlight the 100 year celebration of First Federal
Savings Bank, while at the same time, providing them with materials they could use to
continue advertising and reaching new markets to establish a solid foundation of new
customers for the next century.
We developed our advertising campaign to increase brand and product awareness to
children between the ages of 8-12, high school juniors and seniors, parents of those high
school students and college seniors about to graduate. Most of these younger audiences
have yet committed to a bank. We decided it would be best to reach this younger
audience in hopes they would choose to bank with First Federal Savings Bank to
establish a customer base for the next 100 years. Our advertising campaign informs them
of First Federal Savings Bank‘s current celebration of 100 years in the banking business.
Our hopes are these potential customers will associate these 100 years with expertise and
experience. Once they do, they will feel more comfortable about First Federal Savings
Bank and choose to bank there.
For the 8-12 year old market, we decided to focus on promoting the ―Moola Moola‖
accounts offered by First Federal Savings Bank. These young children have started
saving money in their piggy banks, but now can turn that money over to the bank to begin
a savings account. Our hope is these children will want to feel more like adults. If we can
reach this market segment while they are young, they will always be familiar with First
Federal Savings Bank and will choose to bank with FFSB in the future.
As juniors and senior, and even their parents, prepare for the college search process, we
decided to target these markets and promote the loans First Federal Savings Bank offers
its customers. With the high prices associated with higher education, a loan from First
Federal Savings Bank might be what they need to make it to the college of their dreams.
If First Federal Savings Bank does pull through financially for these market segments, the
customer will be satisfied and happy knowing they could go to the college of their choice
thanks to First Federal Savings Bank. Out of gratitude, it is our hope these students would
continue banking with First Federal Savings Bank in the future.
Finally, our advertising team chose to target college seniors about to graduate from
college. These students are about to become adults. They will want to begin looking for
apartments, houses and cars. We want First Federal Savings Bank to notify this market
that they want to help them bring their dreams to life. This market segment also has not
fully committed to a bank yet. If First Federal Savings Bank can satisfy this segment with
their selection of loans, they might be able to retain a few young college graduates for
their future customer base.
8
Target market perception
For this campaign, our agency wants customers to perceive First Federal Savings Bank as
a competent bank with experienced staff to help customers with their banking needs.
Their 100 years of existence in the Huntington County market proves First Federal knows
what they are doing and how to provide quality customer service. At First Federal
Savings, customers can feel confident that their money is safe in the hands of the bank.
First Federal Savings strives to focus on the needs of its customers. First Federal wants
customers walking out its doors with a sense of security. The staff at First Federal
Savings goes out of its way to meet and satisfy the needs of its customers. Attention is
focused heavily on the relationship-building approach between bank staff and the
customer.
With the proposed ―Lifetime of Trust‖ campaign, our advertising agency focuses on
providing customers with a bank they can trust. In each advertising medium, we
showcase the importance of building relationships between the customer and the bank to
ensure quality customer service. After being exposed to any advertising medium in our
campaign, we want the target market to find it possible to relate well with First Federal
through the design of each medium. Our advertising pieces touch on ―fulfilling dreams,‖
and ―guaranteeing a lifetime of trust.‖ In this campaign, we also attribute the 100 years
the bank has operated alongside the ―guaranteeing a lifetime of trust‖ slogan.
Campaign slogan:
“100 years of experience guarantees a lifetime of trust.”
Our agency developed this slogan to focus on the milestone the bank has reached within
the Huntington County and the years of service the bank has provided to the Huntington
County community. Since the bank has been around for many years, we correlate
experience with the idea of trust. If the target market knows the bank has operated and
served customers for 100 years, then our hope is customers will want to bank with First
Federal Savings because they think First Federal Savings must know what they are doing.
To inform the target market about the amount of years the bank has existed, our
campaign touches on the three generations of one family who has managed the bank
throughout its existence. We decided to focus on a ―tree theme‖ for our campaign In this
campaign, the tree signifies the amount of growth the bank has reached within the
Huntington community and how they now plan to spread their roots to the Fort Wayne
market. We suggest incorporating the tree theme into all advertising pieces and possibly
even enhancing the current First Federal Savings Bank logo. We think the target market
will relate better to a visual picture of trees growing together and growing further instead
of the current logo of the bank. In all printed advertising mediums and the new, suggested
enhanced logo, we plan to continue incorporating all of the bank‘s current colors into the
advertising materials. If the potential target market sees these colors in the recommended
advertising mediums, we hope these potential customers will associate those particular
colors (dark blue, golden yellow and burnt red) with the bank itself.
9
D. COMPETITIVE ANALYSIS
The key competitors for First Federal Savings Bank are:
1) Markle Bank,
2) Lake City Bank based out of Wabash, and
3) First Source, which is a locally-based bank.
Most of these banks are small banks in a similar market position. None of these
banks have social media sites, but do have interactive websites. The only banks that
have social media sites like Facebook and Twitter are the much larger banks.
E. MARKETING COMMUNICATIONS STRATEGY
Brand enhancement
After looking over First Federal Savings Bank‘s current logo, our advertising team felt
the younger target audience that our campaign is trying to reach would be able to relate
well with the current logo. Based off our campaign theme, our advertising team designed
a fresh new logo that will help the target market relate well to the bank and get a sense
for the three-generational history of the bank. We have redesigned the logo with three
focuses. We wanted to reach a younger audience with a fresh look, so we chose a modern
style of trees and brighter colors that we hope will appeal more to the high school and
college student. We placed three trees on the logo to follow the theme of trees and their
capability of growing and expanding — similar to First Federal Savings Bank‘s current
situation (expanding into the Fort Wayne market). Each tree represents the three
generations in leadership at First Federal Savings Bank. In order to preserve the former
First Federal Savings Bank color scheme, we kept the same blue, gold and burnt orange
colors in the design of the new, enhanced logo.
Newspaper advertising
Use the campaign print advertisements to place in college campus newspapers around the
area (Huntington University, IPFW, Grace College, Manchester College, University of
St. Francis, Ivy Tech, Indiana Tech). College seniors will be ready to graduate come May
every year and will need to find a bank to call their own. They also will soon start
looking into loans for purchasing their first home, apartment or car. By showing these
college seniors First Federal Savings Bank‘s loan options, the bank will increase brand
awareness among this target market.
To print one ½ page advertisement (10‖x7‖ – 10‖x10‖) in full color in one issue of one
campus newspaper, the estimated costs ends up being $93. To print one ½ page
advertisement in full color in each weekly issue of all seven campus newspapers during a
15-week period, the cost is $9,765. We recommend running these newspaper
advertisements beginning in January and ending in May as college seniors begin to
10
realize graduation is approaching and when they most likely are susceptible to begin
thinking about financial resources for their first house, apartment or car.
Direct mail advertising
Use the campaign print advertisements created for high school students and parents of
high school students to promote college loans and financial assistance offered through
First Federal Savings Bank. These direct mail pieces will specifically be sent to high
school students within the Fort Wayne area. There are 19,343 high school students in the
Fort Wayne school system. This provides First Federal Savings Bank with a plentiful
pool of potential customers to target.
The only way to directly reach this market, as well as their parents, is through direct mail
advertising. First Federal Savings Bank must first purchase a direct mailing list from a
company that specializes in such tasks to find the addresses of who they should send their
direct mail pieces to. Then First Federal Savings Bank will send them the advertising
pieces themselves and wait as the direct mailing company delivers those pieces to the
homes of the high school students. Since the advertising pieces themselves have already
been designed, the estimated cost to print and mail 10,000 5‖x7‖direct mail pieces to a
specific list of people in one geographic area costs $8,000. For this campaign, we
recommend printing and mailing these direct mail pieces once per month beginning in
April and ending in June. Since most high school seniors begin receiving financial aid
packages from their university‘s during this time, this is the ideal time for First Federal
Savings Bank to promote their financial resources to this target audience. This process
will last through June right up until the very last minute before college seniors are still
trying to figure out finances to pay for college before school begins. The total cost for the
duration of this time period would cost an estimated amount of $48,000.
Billboard advertising
To continue reaching high school seniors and their parents in other advertising means,
Advantage Advertising recommends First Federal Savings Bank invests in billboard
advertisements in the Fort Wayne area. The bank should use the printed advertisements
on all billboards through a six-month period. This medium will be more effective at
reaching both target audiences. High school seniors and their parents drive passed
billboards on a daily basis. We recommend strategically placing three billboards in
specific areas every month for a six month time period beginning in February and ending
in July when most high school seniors begin receiving financial aid packages from the
university‘s they plan on attending. These seniors will need to find a bank that can help
them finance the difference of the remainder of the tuition.
We recommend placing advertisements in these areas during each of the following
months:
February:
E. Washington Blvd. just west of Monroe Street in Fort, Wayne
11
Main Street, @ Clay Street ES Fort Wayne
W. Superior St. of S. Wells St. (Downtown) Fort Wayne
March:
2250 W. Jefferson Blvd. Fort Wayne
U.S. 30/24 JCT US 30 Bypass Fort Wayne | Effective daily circulation: 29,294
E/S I-69 Illinois Rd-SR 14 Fort Wayne
April:
E/S 3610 N Clinton S/O Coldwater Fort Wayne
N/S SR930 (235 E Coliseum) .5 M/E Lima Fort Wayne
W/S US-27 N Clinton .3 N/O 4th
Fort Wayne
May:
US 30 1 M E/O JCT US 33 Fort Wayne | Effective daily circulation: 46,371
E/S 1-69, 1 M/N US 30 Fort Wayne
SL Coliseum Blvd & SW/C US 30-1 Fort Wayne
June
S/L L Huntington & W. Bluffton Rd-1 Fort Wayne
S/S US 30, 3 M/W I-69 Fort Wayne
W/S I-69 .5 Mi S/O Coldwater Rd. Exit Fort Wayne | Effective Daily Circulation:
43,580
July
W. Washington Center Rd. at the I-69 overpass Fort Wayne
E/S I-69 .5 M/S I-469 N Fort Wayne
W/S I-69 .5 M/S Coldwater Rd. Fort Wayne
The cost to produce one billboard bulletin costs an estimated $1,200 per unit. In order to
print 18 billboard bulletin, the cost comes to $21,600. To rent 18 spaces to display each
billboard bulletin over the course of the entire campaign would cost $36,900 in the Fort
Wayne area.
Radio advertising
With the radio commercials, we chose to target 3 markets: 1) college students, 2)
children between the ages of 6-12, and then a broader commercial to span the
demographics and highlight the 100 year celebration of the bank.
With the commercial aimed to the college students, we wanted to attract high school
seniors who are in need of loans to pay for college. We chose this target market
because we identified the high school-aged demographic as a demographic that could
become potential customers down the road once they find satisfaction through their
experience with First Federal Savings Bank. This focused goal to target younger
12
audiences allows our campaign to begin building the necessary relationships First Federal
Savings Bank will need to begin building for the next batch of customers for the next 100
years. We think high school seniors would most likely need to find a bank they can trust
to assist them in finding a loan to pay off the remainder of their college tuition. The
advertising campaign we offer will provide a profile story about a former high school
senior who was able to attend the college of her dreams after she went through First
Federal Savings Bank and received a loan. Once they come to First Federal Savings Bank
and realize how helpful the staff is, they might come back as a loyal customer for all of
their future banking needs.
The commercial aimed to young children is a great opportunity to get new customers
through the door. The goal is to attract kids to the ―Moola Moola‖ accounts. Once they
become a customer with First Federal Savings Bank, they might remain a customer with
First Federal. In order to do this, we targeted the parent‘s of these children. The radio
commercial will grab the attention of the parents, which is why we run the commercial on
a ―mix‖ radio station. If they hear the commercial and how resourceful First Federal
Savings Bank‘s ―Moola Moola accounts‖ are, they should be more accepting towards the
idea of attending the bank‘s summer end-of-school kick off party. The more times we
play the radio commercial, the more successful the event will be, and the more successful
the bank will be.
The final commercial will target a broad audience, which is why it will be run on WMEE
and a ―mix‖ station. This will highlight the 100 year celebration for First Federal Savings
Bank. It will allow current customers to celebrate with the company and give non-
customers ideas about how competent and experienced First Federal Savings Bank is the
banking business.
Television advertising
For the television commercial, our ad features a married couple packing their car for a
family vacation. The couple realizes their current car is too small and does not offer
enough trunk space. They then decide to use their new van for their vacation. The same
van they purchased through their loan they received from First Federal Savings Bank. In
the commercial, this family is only able to take their vacation with the van. Had it not
been for First Federal Savings Bank, they would not have been able to go on vacation and
build the memories from that vacation. The commercial highlights First Federal Savings
Bank‘s current mission of being in the dream-fulfillment business.
The commercial includes green screen shots of the family in front of the white house,
the Golden Gate Bridge, the Grand Canyon, Stone Mountain, and the Statue of Liberty.
The concept of the commercial is that a customer never knows what they may need a loan
for, but if they need a car loan or a personal loan for vacations and such, First Federal
has the loan specifically for them.
The second television commercial will be a sketch commercial. The commercial begins
with a seed being dropped on the ground. The voiceover during this portion talks about
13
when First Federal Savings Bank first opened its doors and how they served their
customers. The next frame shows the beginning stages of the seeds development into a
tree. During this segment, the voiceover talks about how First Federal Savings Bank has
grown and become such a success in the Huntington County area. The final frame depicts
a fully grown tree. The voiceover will talk about how First Federal Savings Bank now
plans to expand into a much larger market through the idea of extending roots similar to
how trees do. The large tree will then fade out, and as it does, the enhanced brand logo
will take its place to conclude the television commercial. The voiceover during this
segment will encourage viewers to come to First Federal Savings Bank if they are
looking for a new bank.
Public relations event
On the second Saturday of June, our advertising campaign recommends throwing an end-
of-the-school-year party for children between the ages of 6-12. These children and their
families will be invited to come down to the main branch in Huntington and the new
branch in Fort Wayne. This event will be called 3-G Day. Just as First Federal Savings
Bank has existed for three generations, children can bring their parents and grandparents
(3 generations) to attend this party and learn about the bank while at the same time
playing games, creating crafts and enjoying inflatables. The First Federal Savings Bank
staff will work the event and during their interactions with attendees, they can
recommend parents and children look into starting a ―Moola Moola‖ account with the
bank. If First Federal Savings Bank can persuade enough people, they will reach a
younger target market who has not yet committed to a bank yet. This event is meant to
encourage attendees to choose First Federal Savings Bank as the bank that will satisfy all
of customers‘ banking needs.
To tie in with our campaign highlighting the growth of trees and how that correlates with
the growth of the bank, children will learn all about trees, geneology and history. We
chose these three aspects to put emphasis on the fact that our bank has a solid familial
history just like a tree that is founded in the earth. The point of this event will be to make
children aware of the importance of family, history and nature — in the hopes the
attendees will make a connection between the importance of investing in generational
bonding and making a heuristic connection between family and bank.
Children will be encouraged to bring in their parents and grandparents, to emphasize the
idea of 3 generations, just like our bank is a 3-generational bank. Families will enjoy
lessons and crafts that will be available, which will focus on different types of trees, how
trees help people and animals, and how trees are beneficial. These crafts and projects can
include creating their own family trees with their parents and grandparents, learning and
tracing various types of tree leaves,etc.
Also available during the party will be faceless photo booths from various time periods
with which families can take pictures. A trivia game will be planned and organized,
where family teams can participate and compete against one another. Trivia questions
14
will focus on common historical events which kids will have learned in school, providing
them a chance to ―show off‖ to their parents and grandparents.
Story time will have various people dressed as true historical characters who have been
helped by this bank. They will tell their life stories and money struggles, after which a
discussion group within each family will be prompted. Questions will be provided that
will allow parents and grandparents to pass on financial wisdom that can be taken away
from the life story told, or even their own.
Another important component of this public relations campaign is establishing a new
spokesperson for the ―Moola Moola‖ accounts that young children can relate to. She is a
cow, and her name is Miss Moola. She will be walking around getting pictures with
children, joining them in craft-making and other events and helping with the trivia game.
The bank may also send Miss Moola out into the community during summer festivals,
and hopefully make the connection that Miss Moola is a physical symbol of the Moola
Moola accounts offered at First Federal Savings Bank. Miss Moola will provide a
physical presence for the bank out in the community.
On this same day, children up to the age of 11 years old can come in and get their first
savings account with 5 ―moola‘s‖ already placed in the account. They will also receive a
tree seed packet which includes seeds, a pot and soil. They will be encouraged to take
their ―Moola Tree‖ home and plant it, water it and watch it grow. Our slogan for this
portion of the public relations campaign will state, ―Money may not grow on trees, but
this tree grows with my moola!” These trees will represent a physical form of their
―Moola Moola‖ account, making it easier for kids to visualize their account. Both the tree
and account will grow together. Children will also receive a free t-shirt if they start a
―Moola Moola‖ account. The design for the t-shirt has Miss Moola on it. If students wear
these t-shirts, this will provide the bank with an opportunity to increase brand awareness
among the community.
Every year on the second Saturday in June (or graduation day/last day of school, if they
are unable to make it on the second Saturday), students will be encouraged to bring a
picture of them in front of their ―Moola Tree,‖ as well as their report card, to the bank.
During the month after school ends, all the pictures will be pasted up around the bank for
people to see. Some banks may choose to have a tree silhouette on one wall and hang the
pictures from it. If a student has all A‘s and B‘s on their grade card for the entire year,
they will get $5 put into their ―Moola Moola‖ account. Students with good grades will
enjoy showing off their success to their grandparents. This will encourage studious
behaviors, making a connection between bank and success for grandparents, parents and
student.
We will advertise for this event in Huntington and Fort Wayne area newspapers with
news releases. We will also send Miss Moola around to various community events such
as Heritage Day, the Three Rivers Festival and so-on to increase brand awareness among
the community to increase traffic in the bank.
15
Website enhancements
To increase traffic to First Federal Savings Bank‘s current website, our advertising team
suggests creating a blog section of the website. Each blog will be written by a member of
the bank‘s staff regarding topics people need to be aware of when dealing with finances,
loans, etc. This will educate younger audiences who might not necessarily understand
how they should manage their finances. These blog posts will also allow staff members to
directly contribute to the lives of the bank‘s customers continuing that hometown touch
crucial to First Federal Savings Bank‘s success so far.
Our team also recommends asking customers who have been served by First Federal
Savings Bank through approval of loans or employee consultations if they would be
interested in providing testimonial profile stories about their unique experiences with
First Federal Savings Bank. These profile stories could then be posted to the bank‘s
website in place of their ―reviews‖ section, so potential customers could get a feel for
current bank customers‘ experiences with First Federal Savings Bank.
F. BUDGET
TV
Total Cost of running all commercials: $5,000.00
Total Cost of Production: $1,500.00
Total Cost of Television Projects………………………………..$6,500.00
Radio
Total Cost of running all commercials: $8,124.00
MOOLA MOOLA RADIO COMMERCIAL
Run Time: Spring (April and May)
Run Cost: $100 (6 am-7pm) $30 (7pm-6am), $60 (Saturdays) $40 (Sundays)
Run Slots: 3 times a day (7pm-6am), 3 times on Saturday, 3 times on Sunday. 9
weeks = $6,750
Run Spot: WMEE 97.3
Total Cost of Production: $600.00
COLLEGE LOAN COMMERCIAL
Run Time: February-March
Run Cost: $100 (6 am-7pm) $30 (7pm-6am), $60 (Sat days) $40 (Sun days)
Run Slots: 3 times a day (7pm-6am), 3 times on Saturday, 3 times on Sunday. 9 weeks
= $6750
Run Spot: WMEE 97.3
Total Cost of Production: $600.00
Total Cost of Radio Projects……………………………………$8,724.00
Total cost of gaining rights to use print piece pictures: $100
Total cost of college newspaper ads: $9,765.00
16
To print a ½ page full color advertisement in one issue of a campus newspaper costs
$93.
To print one ½ page advertisement in seven campus newspapers during a 15 week
time period costs $9,765.
Total cost of Fort Wayne area billboard bulletins: $36,900
The cost to produce one billboard bulletin costs an estimated $1,200 per unit. In
order to print 18 billboard bulletin, the cost comes to $21,600. To rent 18 spaces to
display each billboard bulletin in the 18 recommended locations over the course of the
entire six-month campaign would cost $36,900 in the Fort Wayne area.
Total cost of direct mail pieces: $48,000
To print and mail 10,000 direct mail pieces, the cost comes to $8,000. To print 20,000
direct mail pieces during the three different distribution times costs $48,000.
Total cost of print advertisements………………………………$94,765
Public Relations Event
10 extra employees/branch at $8/hr for 8hrs 640.00/branch
Estimated 100 children total $5 new account 500.00/branch
Photobooths 200.00/branch
1,000 11‘ ballons 100.00/branch
Cow Costumes 146.29/costume
Miss Moola mascot handler $1,000 (8 community events
and 2 ThreeG events)
Tree Seeds $597.00/300 seed kits
Tshirts for 100 students $500.00/branch
Craft supplies $200.00/branch
Total cost of Public Relations event……………………………. $8,169.58
Total cost of 100 Years Campaign for 2012……………………………..$118,158.58
G. CAMPAIGN SAMPLES
The old bank logo felt unrelatable to our group for the target market we are trying to
reach. We decided to enhance the bank‘s logo working from the theme we developed for
our campaign.
17
These advertising print pieces would be used to promote loans for cars and houses towards
college seniors through campus newspapers.
18
The following advertising print pieces would be used to promote college loans from First Federal
Savings Bank to high school seniors and their parents through direct mail pieces and billboard
advertising.
19
20
21
The following advertising print piece would be sent to children between the ages of 8-12 through
either the school systems or direct mail as a promotion piece for the proposed public relations
event described previously.
These brown bags would be examples of what would be given to elementary school students at
the end-of-the-school party hosted by the main branch in Huntington and new Fort Wayne
branch. Each bag would consist of a pot, soil and seeds for the students to begin growing their
―Moola tree.‖
22
This would be the recommended costume design for the new mascot for the ―Moola Moola‖
account. Miss Moola would be used to create a physical presence or a symbol young children
could associate with First Federal Savings Bank. Miss Moola would be sent to various
community events throughout the summers to increase brand awareness.
23
These are the t-shirt designs for the t-shirts First Federal Savings Bank would offer to students
who attended the event and started a ―Moola Moola‖ account.
24
This is a sample press release of the proposed public relations event to be distributed to
newspapers in the Huntington and Fort Wayne market.
Bank to reward students on grades
FOR RELEASE, May 25, 20
HUNTINGTON, IN— First Federal Savings Bank will celebrate 100 years of service June 8 by
celebrating end-of –the-year grade completions. The event will emphasize a combination of
family, history and trees.
The event, scheduled to take place outside the main branch in Huntington and outside the new
Fort Wayne branch, will make children aware of the importance of family, history and nature.
―We hope to invest in generational bonding between children, parents and grandparents [Insert
similar quote from Mike Zahn here], just like my father and grandfather invested in me,‖ said
FFSB president Mike Zahn. Zahn is a third-generational president at First Federal Savings Bank.
Children are encouraged to bring their parents and grandparents to the event.
Families will enjoy lessons and crafts, which will focus on different types of trees, how trees
help people and animals, and what all trees can be used for. A trivia game will also be provided,
which family teams can participate in and compete against other families. Trivia questions will
focus on common historical events.
First Federal Savings Bank has also planned for a story time during which various people
dressed as true historical characters will tell how they have been helped by the bank. They will
share their life stories and money struggles, after which a discussion group within each family
will be prompted. Questions will be provided to allow parents and grandparents an opportunity
to pass on financial wisdom to their children.
Children up to the age of 11 years old can attend the event and receive their first savings account,
also known as a ―Moola Moola‖ account, with five dollars already placed in the account. Once
they sign up for an account, they will also receive a tree seed packet, which includes seeds, a pot
and soil. They will be encouraged to take their ―Moola Tree‖ home and plant it, water it and
watch it grow.
―This tree will represent a physical form of their ‗Moola Moola' account, making it easier for
kids to visualize their account [insert similar quote by Mike Zahn],‖ said Zahn.
# # #
25
POTENTIAL RADIO ADVERTISING COMMERCIALS
Example 1
I WAS A SENIOR IN HIGH SCHOOL, AND I WANTED TO GO TO COLLEGE, BUT I DIDN’T THINK IT WOULD
BE POSSIBLE.
I HAD THE GRADES I NEEDED, BUT EVERYWHERE I LOOKED WAS JUST TOO EXPENSIVE.
I WAS ALREADY WORKING 2 PART TIME JOBS, AND THE SCHOLARSHIPS HAD STOPPED COMING IN. I
DIDN’T KNOW HOW I WAS GOING TO BE ABLE TO AFFORD SCHOOL.
I WAS WORRIED I WOULD BE LEFT STRUGGLING TO FIND WORK FOR THE REST OF MY LIFE.
THEN I FOUND FIRST FEDERAL SAVINGS BANK.
THEIR FRIENDLY STAFF HELPED ME FIND A WAY TO MAKE MY COLLEGE DREAM A REALITY.
THEY WORKED WITH ME TO FIND EXACTLY WHAT I NEEDED TO MAKE MY DREAMS COME TRUE.
THREE GERERATIONS OF BANKING HELPED MAKE THIS FIRST GENERATION COLLEGE STUDENT A
GRADUATE.
THANKS FIRST FEDERAL.
Example 2
ARE YOU LOOKING FOR A WAY TO TEACH YOUR KIDS ABOUT THE VALUE OF A DOLLAR? COME OUT TO
FIRST FEDERAL SAVINGS BANK ON SATURDAY JUNE 9TH AND DO JUST THAT. MOOLA MOOLA ACCOUNTS
TEACH CHILDEREN 11 AND UNDER ABOUT THE WORLD OF MONEY AND SAVINGS. EACH DEPOSIT FOR 3
DOLLARS OR MORE GETS THE KIDS LOADS OF PRIZES FROM POSTERS TO PENCILS AND GAMES AND
EVEN FUN EVENTS LIKE SKATING AND HALLOWEEN PARTIES. THE KIDS GET THEIR REWARDS AND YOU
GET THE KNOWLEDGE THAT YOUR KIDS ARE LEARNING HOW TO SAVE MONEY. BRING YOUR KIDS TO
FIRST FEDERAL SAVINGS BANK FOR A SUMMER KICK OFF EVENT JUNE 9TH TO START THEIR FREE MOOLA
MOOLA ACCOUNT AND GET THEIR FIRST PRIZE.
FIRST FEDERAL SAVINGS BANK WHERE 100 YEARS OF EXPERICENCE, GUARANTEES A LIFETIME OF TRUST.
26
H. CAMPAIGN SCHEDULE/CALENDAR
2012 Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec.
Radio
Moola Radio Spot
Three Gen. Radio Spot
H.S. Senior Radio Spot
Television
Tree Television Spot
Car Television Spot
Public Relations
3G Event
College Newspaper
Bilboard
Direct Mail Pieces
Price breakdown by month:
January $1,953
February $3,307
March $19,307
April $20,057
May $20,057
June $9,273.58
July $2,104
August, September, October $0
November $1,000
December $1,000