french creative for integrated advertising, promotion, and marketing communications, 7e clow and...

Progressive Bank

French Creative

for

Integrated Advertising, Promotion, and Marketing Communications, 7eClow and Baack

1

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

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

2

French Creative

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

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

French CreativeSeven Step Approach

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

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

Progressive BankBackground

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

Create awarenessDrive customer traffic◦New location◦Website

5

Campaign Challenge

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

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

Campaign StrategyShreveport Campaign

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

Objectives◦Introduce staff◦Personalize bank◦Focus on people

Kiosks located in mall◦Heavy traffic area◦Near bank location

7

Kiosk and Billboard Tactics

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 8

Mall Kiosk

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 9

Mall Kiosk

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 10

Billboard

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

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

11

Newspaper and Direct Mail Tactics

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 12

Newspaper

AnnounceNew Opening

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 13

Direct Mail

InvitationBank Opening

SelectCommunity Leaders

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

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

Campaign StrategyPeople Campaign

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 15

Print AdsPeople

CampaignDale

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 16

Print AdsPeople

CampaignDavid

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 17

Print AdsPeople

CampaignKelly

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 18

Print AdsPeople

CampaignWyman

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 19

Print AdsPeople

CampaignSandra

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 20

Print AdsPeople

CampaignMichele

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 21

Print AdsPeople

CampaignHal

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 22

Television AdPeople

CampaignProTeam

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

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

Campaign StrategyProduct Line Campaign

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 24

Print & TVProduct

Campaign

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 25

Print & TVProduct

Campaign

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 26

Print & TVProduct

Campaign

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 27

Print & TVProduct

Campaign