msufcu marketing campaign
DESCRIPTION
Michigan State University - ADV 486 Final Presentation to ClientTRANSCRIPT
Teagan Clark . Jonathan Crepeau . Eric Lessens . Angelina Spaniolo
Presented by:
Agenda.
• Industry Profile and Outlook
• Primary Research
• Competition Analysis
• S.W.O.T. Analysis
• Creative Objectives
• Creative Work
Industry Profile
Courtesy of IBIS World
• Growth rates have slowed along with the current economic situation
• Initial recovery will be hesitant
Industry Outlook
• Revenue will grow as interest rates and housing market improve
• Strongest rate of growth will occur between 2011 - 2013
Courtesy of IBIS World
Primary ResearchCan you keep your MSUFCU account after graduation?
80.90%
19.10%
Yes No
Primary Research(continued)
Who do your parents bank with?
28%
6%
19%11%
7%
29%
Chase Comerica Bank of America National City Fifth Third Local Credit Union
Competition
S.W.O.T Analysis
• Michigan State University• Customer service• CO-OP Network• Student tailored products• Environmentally conscious
• Service communication• Loss of graduating student
members• Identification with the
current student
• Education of services• Economy• Industry outlook• Use of technology
• Large commercial banks• Parents’ influence• Lack of financial
understanding by the target market
Creative Objectives
Build a relationship
• Improve communication of services
• Relate to the target market
Creative Work
Four Year Plan
• Direct Mail• Grad Packet • Brochure • Website• Television• Radio• Billboard• Guerrilla• Press Release
Direct Mail
Grad Packet
Brochure
Website
Television
Social Media
Radio
Billboard
Guerilla
Guerilla (continued)
Guerilla Process
The End