Yardsticks Creative Strategy Brief

Yardsticks Creative Strategy Brief - Macatawa Bank
Client: Jodi Sevigny, VP, Marketing Director
Brief Macatawa Bank history/story:
Macatawa Bank opened in 1997, and serves customers in Ottawa, Kent and
Allegan counties. The bank offers a full range of banking services, from retail and
commercial deposits and loans, to wealth management and eCommerce
solutions.
Macatawa Bank Mission statement:
The mission of Macatawa Bank is to provide financial services in an exceptional
manner for the mutual benefit of our customers, communities, employees and
shareholders.
Situation Analysis:
Macatawa Bank is seen as a true community bank with local leadership, local decisions,
personal service, and a commitment to the communities it serves. However, brand
awareness and name recognition is low, particularly in Kent County. In 2014 a brand
awareness study (unaided) was conducted. Results broke out as follows:
Ottawa County:
48% brand awareness
Kent County:
19% brand awareness
Communications Opportunity/Problem:
Introduce the bank’s new Personal Financial Management (PFM) solution to the
market and use it as a differentiator to gain brand awareness/name recognition
particularly with Millennials. A PFM platform, similar to Mint.com, allows
customers to house all of their financial account relationships on one secure,
online view – even those relationships outside of Macatawa Bank.
Target Audience we are talking to (Primary Customer) Profile:
Millennials who are driven by: happiness, passion, diversity, sharing, discovery and
feeling of control
Millennials need from their bank:
1. Smart, easy to use technology that helps me manage my money.
2. Good online financial education to help me learn at my own pace.
3. Empowered, knowledgeable, and familiar employees that are there when I need
them.
4. Personal financial advice from trusted advisors that know me.
Desired Beliefs about Macatawa Bank:
Macatawa Bank is a smart blend of tradition and technology. We offer the latest
technology tools you need to manage your finances, and when you need personal
1
service to help you along your financial journey we have 26 convenient branch locations
across the market staffed with banking experts.
Brand elevator speech: “We know West Michigan because it’s the only place we do
business. We make decisions right here where you live. In fact, we have 400 employees
that live and work in this community, which gives you easy access to any of our financial
experts. Wherever you are on your financial journey, we’re here to help you every step
of the way. We have the products and the know-how to put the right financial solutions to
work, so you can achieve your goals”
What action do you want the customer to take: (Objective of the
Communication?)
Visit campaign-landing page and activate a new PFM account.
Competitive Environment:
There are many bank and non-bank competitors in the market. Super Regional banks
are positioning as local community banks (Huntington – “connecting with community”).
There is price pressure from credit unions. Bank acquisitions in the market have created
an environment of uncertainty and change (Bank of Holland, Founders). Channel
migration from traditional branch to the online channel continues.
Value proposition for Macatawa Bank product/service:
Be the CFO of your personal finances. Safely and conveniently access all of your
financial account information in one location, and enjoy the unique benefit of easily
moving from online to in-person when you need to talk to smart banking experts about
your more complex financial questions. Utilize online tools and tips to help you along
your financial journey.
One Core Message: Macatawa Bank enables you to totally control your personal finances with caring
employees that will take a personal interest in your financial journey, and the
latest technology tools that empower you to manage things on your own.
The Medium: What is the best way to reach this audience? Is there
another way? Are there existing pieces that this piece must work
with? How will this piece be delivered to the audience?
We need a multi-media launch campaign that includes; email marketing to
customers, social media posts and advertising, digital marketing, dynamic
marketing via the bank’s website. Use of video to tell our story is also desired.
Campaign deliverables must fit in with bank’s website and branding messages.
2
Personality (Tone and Manner) of the Advertising
Speak in the customer voice. Don’t use bank speak or talk. Sell what the customer will
get out of banking with us; sell the feeling and benefit, not the product.
Using adjectives, describe the verbal and visual tone, being as
specific, concrete, and evocative as possible.
“Spend, Save, Plan, Borrow” (financial terms that customers would use) vs. bank terms;
“Checking, Savings, CDs, Loans”
Everyone’s financial picture is different and each person has a different version of
financial success. We call that our customers’ “financial journey” and we’re here to help
them wherever they need along the way.
Example of a brand headline: “We’re not revolutionizing banking. We’re humanizing it.”
3
Brand color(s)
Primary -- Blue
PRINT
• PMS: Reflex Blue u
• C:92 M:70 Y:0 K:0
WEB
• 002395
• R:0 G:35 B:149
Secondary -- Grey:
PRINT
• Cool Grey 9
• C:0 M:0 Y:0 K:55
WEB
• #eeeeee R:238 G:238 B:238
• #66b6b6; R:182 G:182 B:182
• #949494; R:148 G:148 B:148
Supporting – Black & White
Ads you like:
http://www.hellowallet.com/ladder/
https://www.mint.com/
https://www.sigfig.com/site/#/home
Metro Health billboards
https://www.youtube.com/watch?v=kkZU9WwFj00
Ads you don’t like:
The General (TV, car insurance)
Burger King (TV, weird plastic Burger King guy)
The Service Professor (TV)
Old National (print and billboard)
4
Client Needs / Materials / Deliverables:
• Video (for digital advertising, website use, social sharing)
• Digital ad
• Website landing page
• Print ad
• Billboard
• Branch poster (8.5 x 11)
• eComm for customers
• PR ideas (staged events to gain market awareness)
Executional Considerations:
Advertising Mandatories/Properties
What are the must haves, e.g. logo, website, disclaimer, legal, etc.?
LOGO:
LOGO BUG:
Reversed
Color
URL
Legal
www.macatawabank.com
Member FDIC
Social icons as appropriate
5