Example: Student Strategy Project FINAL

7/29/2019 Example: Student Strategy Project FINAL

1/24

Team Members: John Bollinger & Maria Solomon


2/24

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


3/24

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


4/24

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


5/24

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


6/24

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


7/24

84% 25% 78%

ReferencesSocial Media

Usage Stats

76% 24% 63%


8/24

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-


9/24

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


10/24

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""


11/24

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"


12/24

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"


13/24

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.


14/24

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)


15/24

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


16/24

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.


17/24

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


18/24

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


19/24

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


20/24

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.


21/24

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


22/24

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


23/24

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


24/24

Questions?

Documents

Example: Student Strategy Project FINAL