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PRESENTED BY: Advanced Advertising Strategies Northwest Missouri State University Spring 2012

TABLE OF CONTENTS
Executive Summary Situational Analysis SWOT Analysis Targeted-Market Profile For That Campaign Spot the Whale Campaign Media Strategy Social Media Recommendations Usability SEO Acknowledgements 1 2 4 5 7 13 19 23 25 27 28

EXECUTIVE SUMMARY
The Advanced Advertising Strategies class of Northwest Missouri State University is offered to seniors to create the atmosphere of a real-world, fast-paced working advertising agency. Because there are students from many different mass communication focus areas, we encompass the agency and cover every job in its entirety. From Interactive Digital Media to Marketing, this class has it all. We have joined our minds to create two full advertising campaigns for you. Throughout this book you will find summaries of our research, primary and secondary. Our whole compilation of research is found in the Appendix, a separate report. Our class met with Terry Kincheloe, Vice President and Director of Interactive Marketing, at the beginning of the semester and determined that our goal is to increase UMBs mobile usage by 15%. With that in mind, we focused on UMBs three areas of mobile banking, which are: iPhone application, text messaging services and mobile web browser. Once the goal was laid out, we found a target audience that was best suited for our available media and location. The following list is the description of our target audience: Affluent Singles & Couples Single or Married with no Children Age: 25-44 Income: $60,000 - $125,000 Life Stage: Continuing career growth; increasing income; major purchases Use a wide range of banking services Kansas City metropolitan area

Throughout this book, we highlight each main aspect of our campaign building process. Conducting primary research assisted us when building target-market research. After the target was decided, building the creative campaigns directly for our target was the main goal. The campaigns represent concepts we hope you can use- either as-is, or with modifications- both in the Kansas City market, and other cities you serve. After our presentation, our information will be available at advadv.blogspot.com.

Thank you, and enjoy!

SITUATIONAL ANALYSIS
COMPANY & PRODUCT ANALYSIS
UMB Bank began as City Center Bank in a local bank in a small store front building in Kansas City, Missouri in 1913 by the Kemper family. In 1934, the name changed from City Center Bank to City National Bank & Trust Company. The name was changed yet again to United Missouri Bancshares. It has always been important to the bank to maintain an innovative and responsible service, a motto that W.T. Kemper started with in the beginning. Today, with operations in Missouri, Illinois, Colorado, Kansas, Oklahoma, Arizona and Nebraska, UMB is remaining innovative and responsible with its mobile banking services. UMB was the first bank in the United States to create an online banking system called Web EDI (electronic data interchange service) which led to the Bank Technology Centers, or places where the data was created and perfected. This landed UMB many prestegious awards in the banking industry around the turn of the century. Now, UMB supports many causes, such as the Go Green campaigns and the Arts in America (UMB Financial Corporation). UMB also offers mobile banking features that are important to their customers. Mobile banking customers are available to view account balances, review transaction history, transfer money between accounts, pay bills and view payment history, find nearby UMB ATMs and banking centers. Customers can also set up custom alerts to notify them when their account balance is running low, they want to confirm a deposit or withdrawal, a check clears their account or a withdrawal over a certain amount is made. UMB also provides a mobile application for iPhone, iPad, and iPod touch devices. UMB prides itself on being an active part of the community. UMB utilizes associate volunteerism and corporate philanthropy to build its reputation as a strong community partner. UMB focuses on five types of volunteer sectors which they refer to as their emphasis areas. Those are: Performing and Visual Arts, Arts in Education and Youth Development, Community Development, Education, Agriculture, and Health & Wellness.

SITUATIONAL ANALYSIS
THE BANKING INDUSTRY
The banking industry has had some problems within the past few years following the recent financial crisis. Because of this crisis, there was a government bailout in 2008 and since then there has been a poor consumer attitude about banks, and Americans felt uneasy about the banking industry. Because of poor consumer sentiment, the Occupy Wall Street movement was started in protest of major banks, like Bank of America. Kansas City held its own Occupy movement in September of 2011 outside of the Federal Reserve Bank. This movement has not affected UMB. Despite these issues, mobile banking seems to be increasing. Mobile banking app usage has increased almost 50% in the past year and is projected to increase even more in 2012. Regardless of this increase, there are still issues with security. Application designers have to be cautious when setting up security for apps, so as not to distract from the users experience.

TARGET MARKET
Having a specific and concrete target audience is vital to the successful implementation of any advertising campaign, and that fact holds true in this campaign for UMB. We started with the target focus provided by UMB, which was: Men and women ages 25-65 Live in the greater Kansas City area Single or married with no children at home Household income of $60,000-$125,000 According to a survey in 2011 by the National Member Survey of Credit Union National Association, 9% of credit union members using mobile banking for transactions are 25-44, which makes this age range appropriate. To better understand this group, we also conducted primary and secondary research to develop a better understanding of the psychographic characteristics of the target, and we used ArcGIS software to try to pinpoint more specifically ideal geographic locations in the greater Kansas City metropolitan area. The target audiences geographic location will be focused on Jackson and Clay counties in Missouri, and Wyandotte and Johnson counties in Kansas.

COMPETITION
This chart summarizes the most significant competitors in the Kansas City area in terms of mobile banking services:

Mobile Tool Types Custom Mobile Site iPhone App Android App iPad App SMS/Text Banking Transfer Funds Bill Paying Function Notifications

Bank of America X X X X X X X X

Commerce X

Metcalf X X X

UMB

X X X X X X X X X X X X X

SWOT ANALYSIS
Content removed at request of client.

TARGET-MARKET PROFILE
Content removed at request of client.

Content removed at request of client.

FOR THAT CAMPAIGN


The For That Campaign focuses on how UMB is integrated into the targets life and can be there in any situation by using relatable situations and images throughout the campaign. The objective of this campaign is to encourage present and future customers to use the UMB Mobile Banking service by engaging customers with the UMB Brand using various QR codes leading to either the UMB mobile homepage or the slogan contest submission page. Interaction is key in building a relationship with customers and provides opportunities for mobile banking growth.

EXAMPLE OF BANNER AD

MONTHLY STATEMENT INSERT

(back)

POSTCARD

(back)

FOR THAT CAMPAIGN


Ink.com BANNER

Weather.com BANNER

UMB.COM Landing Page AD

KC Star AD

Pitch.com BANNER

Kansascity.com BANNER

The Pitch MAGAZINE AD

Ink MAGAZINE AD

Zynga MOBILE AD Pandora MOBILE AD EXAMPLE

YouTube MOBILE AD

Weather Channel MOBILE AD

Pandora MOBILE AD

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FOR THAT CAMPAIGN:


Kansas City Power & Light District PROMO
GRAND STREET BILLBOARD

BROADWAY STREET BILLBOARD

WRISTBANDS

TABLE TENTS

COASTERS

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WHALE WATCHING CAMPAIGN


To encourage UMB customers to use Mobile Banking to increase users. To reach the 25-44 year old market by using recognizable symbols and relatable situations. Creative Strategy: Use text message bubbles to show that UMB mobile banking is always with you like your cellphone. The advertisements highlight the benefits of the mobile app and the ability to receive text message alerts. We also incorporated a character, the text message whale, into our campaign as a unifying element. The whale also known as Seymour will allow customers to interact with the brand.
POSTCARD LSEYMOUR

BILLBOARD

The Pitch MAGAZINE AD MONTHLY STATEMENT INSERT

BILLBOARD

NEWSPAPER AD

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WHALE WATCHING CAMPAIGN


ONLINE BANNER ADS

LANDING PAGE

WEATHER CHANNEL IN APP AD FACEBOOK AD

PANDORA IN APP AD

LINKEDIN AD

MIX 93.3 IN APP AD

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WHALE WATCHING CAMPAIGN:


Arrowhead Sponsorship
JumboTron GRAPHIC

Foursquare BADGES

STICKERS STICKERS ON WALKWAYS

LED BANNER

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MEDIA STRATEGY-OVERVIEW
The UMB Bank Mobile media plan is designed to reach the target group, primarily using mobile-based advertising. The goal of this plan is to help ensure the ad messages help increase the use of UMBs app and mobile site. According to our primary and secondary research, the target audience has a strong relationship with their mobile device and there is a real opportunity to connect with them through advertisements on these devices. So, this media plan includes a strong emphasis of ad placements that will be viewed on a mobile phone, and an equally high number of ad impressions online. Other media placement includes publications with in the Kansas City area and billboards that UMB bank own. The ad campaign For That has additional media buys and expenses related to the Power and Light District in Kansas City, along with radio and television spots bring the budget to $255,760 for four months. The Whale Watching campaign will have an additional expense with a sponsorship through Kansas City Chiefs. The budget for the Whale Watching is approximately $288,819 for four months. Media Priority A large portion of the advertising budget will be spent on several branded apps along with buying space with the use of Googles AdMob and InMobi across several targeted apps. The branded apps include Pandora Radio and The Weather Channel. Additional in-application ads will be purchased through Mix 93.3, 95.6 The Buzz, and The Kansas City Stars app. All three of the apps are Kansas City based with a targeted audience averaging 25-44 years old.

MediaBuysOverview"ForThat" No.of Insertions MediaVehicle TotalCost CPM AdswithinMobileApps TheWeatherChannel 40,000 $ 2,400 $6.75 Pandora 320,000 $20,000 $6.25 AdMob 40,000 $ 2,000 $5.00 InMobi 40,000 $ 2,080 $5.20 Mix93.3 100,000 $ 1,000 $1.00 96.5TheBuzz 100,000 $ 900 $0.90 TheKansasCityStar 200,000 $ 2,000 $1.00 TOTAL/AVG 840,000 $24,400 $ 3.73 Banners weather.com 40,000 $ 2,400 $6.75 Inkkc.com 100,000 $ 1,000 $1 Pitch.com 100,000 $ 1,200 $1.20 KansasCIty.com 100,000 $ 1,500 $2 BannerTotal/AVG 340,000 $ 6,100 $ 2.74 KansasCIty.com 100,000 $ 1,500 $2 BannerTotal/AVG 340,000 $ 6,100 $ 2.74 SearchEngine(CPC) GoogleAdwords AirlineTickets 640 $ 1,510 $2.36 HappyHourSpecials 2,220 $ 1,487 $0.67 Concerts 2,400 $ 1,464 $0.61 Movietimes 1,620 $ 1,458 $0.90 GasPrices 3,660 $ 1,501 $0.41 Restaurants 1,620 $ 1,458 $0.90 UMBBanking 12,000 $ 600 $0.05 KansasCityBanks 1,200 $ 1,476 $1.23 MicrosoftAd(Yahoo!AndBing) AirlineTickets 640 $ 1,427 $2.23 HappyHourSpecials 2,220 $ 1,820 $0.82 Concerts 2,400 $ 1,440 $0.60 Movietimes 1,620 $ 1,604 $0.99 GasPrices 3,660 $ 1,208 $0.33 Restaurants 1,620 $ 1,393 $0.86 UMBBanking 12,000 $ 600 $0.05 KansasCityBanks 1,200 $ 1,752 $1.46 SearchEngineTotal/AVG 50,720 $22,199 $ 0.91 SocialMedia(CPC) Facebook 1,600 $ 1,408 $0.88 LinkedIn 900 $ 1,890 $2.10 SocialMediaTotal/AVG 2,500 $ 3,298 $ 1.49 Publications Ink 16 $15,520 $9.70 ThePitch 16 $14,400 $ 10.00 KansasCityStar 32 $33,280 $ 12.87 PublicationTotal/AVG 64 $63,200 $ 10.86 Radio 93.3"Mix93.3" 144 $18,000 $1.29 95.7"TheVibe" 144 $14,400 $1.11 96.5"TheBuzz" 144 $12,672 $1.79 RadioTotal/AVG 432 $45,072 $ 1.40 Televison KCWE BigBangTheory 32 $ 8,000 $0.18 TwoandaHalfMen 32 $10,400 $0.25 KMBC 9News 32 $11,840 $0.28 TwoandaHalfMen 32 $10,880 $0.26 TelevisonTotal/AVG 128 $41,120 $ 0.25 Outdoor 711SouthwestBoulevard Own 22nd&Grand Own I435&Hawthorne,N.Face Own I435&Hawthorne,S.Face Own I70&VanBrunt,E.Face Own I70&VanBrunt,W.Face Own 3rd&Paseo,N.Face Own 3rd&Paseo,S.Face Own South47th(BruceR.Watkins),N.Face Own South47th(BruceR.Watkins),S.Face Own SWBoulevard&I35,N.Face Own SWBoulevard&I35,S.Face Own 2nd&Broadway,N.Face Own 2nd&Broadway,S.Face Own I35&17thSt.,Time&Temp Own 6th&Bluff,E.Face Own 6th&Bluff,W.Face Own

MEDIA BUY OVERVIEWS

MediaBuysOverview"WhaleWatching" No.of Insertions MediaVehicle TotalCost CPM AdswithinMobileApps TheWeatherChannel 40,000 $ 2,400 $6.75 Pandora 320,000 $20,000 $6.25 AdMob 40,000 $ 2,000 $5.00 InMobi 40,000 $ 2,080 $5.20 Mix93.3 100,000 $ 1,000 $1.00 96.5TheBuzz 100,000 $ 900 $0.90 KansasCityStar 200,000 $ 2,000 $1.00 TOTAL/AVG 840,000 $ 24,400 $ 3.73 Banners weather.com 40,000 $ 2,400 $6.75 Inkkc.com 100,000 $ 1,000 $1 Pitch.com 100,000 $ 1,200 $1.20 KansasCIty.com 100,000 $ 1,500 $2 BannerTotal/AVG 340,000 $ 6,100 $ 2.74 SearchEngine(CPC) GoogleAdwords KansasCityChiefs 1440 $ 1,195 $0.83 UMBBanking 24000 $ 1,200 $0.05 Chiefs 1920 $ 1,152 $0.60 Mortgagepayment 960 $ 1,142 $1.19 OnlineBanking 720 $ 1,159 $1.61 MobileBanking 240 $ 1,080 $4.50 KansasCityBanks 960 $ 1,181 $1.23 MicrosoftAd(Yahoo!AndBing) KansasCityChiefs 1440 $ 1,382 $0.96 UMBBanking 24000 $ 1,200 $0.05 Chiefs 1920 $ 1,286 $0.67 Mortgagepayment 960 $ 1,162 $1.21 OnlineBanking 720 $ 1,541 $2.14 MobileBanking 240 $ 1,135 $4.73 KansasCityBanks 960 $ 1,373 $1.43 SearchEngineTotal/AVG 60480 $ 17,189 $ 1.33 SocialMedia(CPC) Facebook 1,600 $ 1,408 $0.88 LinkedIn 900 $ 1,890 $2.10 SocialMediaTotal/AVG 2,500 $ 3,298 $ 1.49 Publications Ink 16 $15,520 $9.70 ThePitch 16 $14,400 $ 10.00 KansasCityStar 32 $33,280 $ 12.87 PublicationTotal/AVG 64 $ 63,200.00 $ 10.86 Billboards 711SouthwestBoulevard Own 22nd&Grand Own I435&Hawthorne,N.Face Own I435&Hawthorne,S.Face Own I70&VanBrunt,E.Face Own 2nd&Broadway,N.Face Own 2nd&Broadway,S.Face Own I35&17thSt.,Time&Temp Own 6th&Bluff,E.Face Own 6th&Bluff,W.Face Own

KansasCityChiefs Sponsorship DirectMail


PostCards StatementStuffers DirectMailTotal/AVG 120,000 120,000 240,000 1,483,044

$125,000 $42,768 $ 6,864 $ 49,632 $ 288,819 $3.50 $0.60 $ 2.05

CampaignTotal/AVG

PowerAndLightDistrict TableTents WristBands P&LDistrictTotal/AVG DirectMail


PostCards StatementStuffers DirectMailTotal/AVG

2,000 20,000 22,000 120,000 120,000 240,000 1,495,844

$ 280 $ 460 $ 740 $42,768 $ 6,864 $49,632 $255,760

$0.14 $0.02 $ 0.08 $3.50 $0.60 $ 2.05 $ 2.31

CampaignTotal/AVE

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MEDIA STRATEGY-PLACEMENT
An equally high number of ad impressions will be purchased online. Banner ads will run on Weather.com, InkKC.com, Pitch.com, and KansasCity.com. The weather.com ads will run based on geo-targeting and search engine keyword usage. The three Kansas City based websites will have ads placed in specific sections of their sites. We will place ads in the Life in KC and the Eat and Drink sections of InkKC.com and The Pitch will run ads in Pitch.coms Local Entertainment and Restaurant sections. For the KansasCity.com ad placements will be in the Sports and Lifestyle sections. Ad space will also be purchased on social network such as Facebook and LinkedIn.

Additional Media Placements Beyond the mobile and web ad placements, each campaign will have a Presence within the Kansas City market through traditional advertisements. Publications include the Kansas City Star newspaper and alternative newspapers Ink and The Pitch. Radio stations include Mix 93.3, 96.5 The Buzz, 95.7 The Vibe and Q104. For television, ads will appear during The Big Bang Theory and Two and Half Men on KCWE. Ad space will also be purchased with KMBC, during the Nightly News and Two and Half Men. Outdoor placements include UMB billboards around the Kansas City area. The For That campaign has additional buys in the Kansas City Power and Light District, including wristbands and table tents. The Whale Watching campaign will purchase a sponsorship with the Kansas City Chiefs.

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SOCIAL MEDIA RECOMMENDATIONS


Social media is an incredibly influential part of an overall marketing strategy. Not only does it have the potential to reach target audiences efficiently and effectively, but once a strategy is in place it is relatively easy to maintain and extremely cost-effective. UMB is already ahead of the game with a social media presence on Facebook, Twitter, LinkedIn, YouTube and Google+ so the ultimate purpose of this chart is to provide recommendations to optimize those social media avenues. Below you can find a chart that summarizes what UMB is doing well, and what we recommend UMB does to improve their social media presence. Recommendation Overview

OTHER RECOMMENDATIONS: YouTube Recommendations: Strive for new new subscribers Post videos via other platforms Detail video titles

LinkedIn Recommendations: Try to gain recommendations

We have also incorporated social media into both campaigns. We believe that using Facebook and Twitter would optimize both campaigns. FACEBOOK RECOMMENDATION: ENGAGEMENT & INTERACTION Inserting featured advertisements into the new timeline feature known as the cover photo, would catch the users eye as they first arrive on the page. This would be a great way to introduce the new campaign. Another Facebook strategy, specifically for the Whale Watching campaign, would be to create a Facebook application. The app, upon being clicked on by the user, would explain who Seymour the Whale is and what he can do for UMB Mobile customers.

TWITTER RECOMMENDATION: CONSOLIDATE ALL ACCOUNTS For Twitter, we recommend that UMB continues with specific hashtag campaigns. We have seen a high success rate with the #UMBgives campaign and believe future hashtag campaigns such as #forthat and #whalewatching would also be successful.

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USABILITY ASSESSMENT
To access the functionailty of the UMB app and mobile site we conducted 12 in-person, one-on-one usability tests, where participants were asked to perform a series of tasks, designed to reveal potential usability probems. The tests went very well for the UMB mobile app. The participants were able to complete the tasks without much trouble. Even the new users did not have trouble completing the tasks. UMBs mobile application seems to be similar to other banking applications. They have the same features and the same look and feel. The main problem seen from the results of the usability test deals with UMB.com in the mobile browser. The site does not automatically go to the mobile version. When the participants were asked to go to UMB.com on their mobile phones, there were many complaints on how hard it was to read or see. It is important to make mobile browsing as easy as possible. One participant could not get rid of a survey that kept popping up on the browser. He eventually gave up looking at UMB.com in the browser. The easiest solution for making UMB.com more user friendly on a mobile device is establishing an auto detect of mobile devices, and re-routing those visitors to m.umb.com, the mobile version of the site.

VS.

BEFORE

AFTER

Another recommendation is to implement a promo on the home page of your website to make it easier for users to find mobile information. This will help promote your mobile product to all site visitors. Include a simple UMB mobile banner here to make it easy for customers to learn about mobile. This is what the banner would look like:

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SEO ANALYSIS
The SEO focus is on the personal mobile banking sector; stimulating the growth of unique user traffic to UMBs mobile landing page in an effort to have customers download the iPhone banking app. Constructing a list of keywords relevant to mobile banking which encompass phrases that our target demographic would use and implementing them into UMBs website will allow for higher page ranking in search results which will promote further traffic growth. Integrating these keywords throughout the advertising campaigns and social media sites builds a consistent image of what the purpose of UMBs site is and will tie the entire campaign into a cohesive package. The Google Trends graph below shows the rise of the keyword search mobile banking since 2007. This promotes the idea that consumers are interested in discovering banks available mobile banking tools.

When compiling data on keyword phrases, we incorporated input from the client and used Google AdWords to make sure the keywords generated enough monthly and yearly views to warrant use, and examined UMBs website source code for specific phrases which can tie searches directly to the site. The focus is on the personal mobile banking, sector focusing on the mobile banking web pages from UMBs site.

Keyword Mobile Banking Mobile banking application Mobile Bank app Mobile bank services Mobile Text banking

US Monthly Searches 201,000 62,800 24,100 19,900 16,500

KC Monthly Searches 33,100 2,400 2,900 2,700 1,600

ACKNOWLEDGEMENTS

We would MEET THE CLASS

to

Megan Cooper Account Coordinator

Ty Stevens Creative

Rob Lindsay SEO

Melissa Watson Media Plan

Jacquie Lamer, Course Instructor: What would we do without you? Well, most certainly not be right here, right now. Thank you for always creating the greatest opportunities for us and making sure that we are in contact with all the right people throughout this course and our college careers! Kevin Fullerton, Course Advisor: Thanks K-Full! We all really appreciate you taking time out of your crazy schedule to guide a bunch of crazy kids into what to do and where to go, even though we all know its what youre best at... Terry Kincheloe, Melanie Woods, and everyone at UMB for making this presentation possible. Also: Scott Jones, Michael LaMonica, Brendan OShaughnessy, and everyone who contributed through Facebook (NWMSU Advanced Advertising Strategies), thanks for all of your amazing input!

Michael Duntz Creative

Tom Stiles Social Media

Michaela Fernen Creative

Brandi Kapfer Creative

Martell Love Creative

Stephanie Walter Creative

Jackie Runde Usability

Anissa Evans Plans Book Coordinator

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