digital planning for bmo harris bank

BMO Digital Vision

A synchronized digital brand experience that is

strategically integrated

The Power of DigitalAlways OnPull Media

Rich EngagementData Driven

Digital

The Digital Role For BMO

BrandingAlways On

Brand Truths

Business LinesKey Life Stages & Financial Decisions

Specific/Action-Oriented

INCREASEAWARENESS

CONNECT & ENGAGE

CUSTOMER SERVICE ACQUISITION

3 Areas of Discussion

REINTRODUCTION SUSTAINING SOCIALSTRATEGY

Reintroduction / Landscape

Web / Microsite

Display Ads

Digital OOH

MobileSocial

LBSN

Creative Concepts

Reintroduction

Reintroduction / Micro HubmeetBMO.com

To bring the wit and charm of the brand to life online, this engagement portal provides multitouch points for consumers to get to know BMOHB.

Content would include:

- Video

- Web only videos- Celebrity video on money- TV ads

- Rich content

- Voice of customers

- BMO History

- UGC

- Social Media (push/pull)

Reintroduction / Micro Hub

Meet

BMO

Reintroduction / Mobile

I want a bank that helps me make hard decisions.-Joani M.

Meet BMO To create a conversation around who BMO is and what it stands for, people are asked to text what kind of bank they want to a BMO short code. Their replies appear on digital billboards and on the microsite. Can also segment by geography. Questions can change over time.

Reintroduction / Mobile

Hi Beemo

Text “hi” to Beemo

Text from BMO:Hello, how would you like to chat?

Text 1 to continue textText 2 & we’ll call you

Text 3 for an emailAuto email after 10PM CST

Push to Talk EmailE-Chat

User te

xts 1

Use

r tex

ts 2 User texts 3

User texts “hi” to Beemo

Reintroduction / Got Your Back / Display

Hi

Beemopedia Digital Extensions

Reintroduction / Beemopedia / SocialCreate an engaging Facebook

app where fans can like, share, comment on and create

definitions.

Definitions can also be content for FB posts and tweets.

Reintroduction / Beemopedia / Display

Reintroduction / Beemopedia / Display

Display ads In addition to flash banner ads, leverage rich media to help tell the bigger story of BMO and incorporate Beemopedia, the ability to have users find a branch with mapping capability, and drive them to other deeper experiences and social media.

Beemopedia

Sustaining

Let’s bring to life the emotional and aspirational result of banking with BMO Harris Bank and helping people make money make sense.

Grounded in the truth of the brand vision and brand promise, BMOre is the result of great customer experiences and removing complexity from financial decisions.

BMOreThe digital platform that rallies fans around the idea

of making their hopes and dreams a reality, and embodies the idea of achieving goals in a realistic,

straightforward way.

Consumers:-Customer service-Financial guidance: general & biz lines

-Social network (online) communities

-Community focused in local markets

Employees:-Recruiting-Customer focus-Employee morale-Bank motto/credo-Business lines

We see this idea working across external and internal communications:

BMOre

Sustaining / BMOre / Mobile

My Financial PalIt’s easy to BMOre when you know what you’re doing with your money. My Financial Pal allows you to snap pictures of your receipts and organize them in the app. It’s like a food diary for your finances with charts, goals, and more. Some features could include:

capture receipts - organize receipts - generate reports - send receipts - set daily spend goal - see spending over time

Sustaining / BMOre / WebinarBMOre Make Sense Video Webinar

We can help you BMOre by providing a venue for customers to be able to easily ask their financial questions to BMOHB

experts.

Monthly video webinars are hosted with different themes and people can ask their

financial questions in real time to a BMOHB employee which demonstrates

the customer focus of the brand.

Drivers include:- Microsite

- Email- Social Networks

- Targeted Display Ads

Banking that’s with you every step of the way.

Get smart where you spend. 

Check in wherever you make financial transactions and receive instant advice and guidance from BMO experts. We’re here every step of the way to help you make money make sense.

Sustaining / Beemopedia / LBSN

Sustaining / BMOre / SweepstakesBMOre in Action Sweepstakes BMOre Sweepstakes brings the

idea of BMO helping its customers to be more by

providing the opportunity to have the bank help them turn a

dream into reality.

Fans and customers share their financial stories about their goals--from putting money

away for college or putting on a new addition--by submitting

videos or photos/essay.

Once 10 finalists are narrowed down, the fans vote to help

determine the winner.

There are also strong PR legs.

Sustaining / BMOre / Sweeps Display

Sustaining / BMOre / Vision BoardBMOre Vision BoardCreate a Vision Board

application on Facebook where fans can upload

their pictures of their goals to BMOre.

Provides PR opportunities to talk about BMO and

get people excited, which would increase fans.

Sustaining / BMOre / In the community

BMOre Community MindedLet’s bring to life the community focus and giving back aspect of the brand.

Through a Twitter contest, fans can nominate a public area (in a BMO Bank market) for a chance to have BMO fix it up.

- Followers would tweet where and why using #BMOre.

- Location that got the most tweets would win.

BMO could then use the day as an employee service day to help fix up the location, photograph & video it to share on Facebook and Twitter.

Sustaining / BMOre / Partnership

HGTV Partnership Partner with HGTV, leveraging and repurposing relevant content to encourage a deeper fan engagement. Content could include: holiday home design tips on a small budget, making the most out of what you have, gift ideas for college kids and other helpful content tied to the seasonality of Thanksgiving & December holidays.

Sustaining / Social / Facebook

Facebook Create a highly engaged fan base on Facebook that shares content and contributes to conversations.

Pulse activities and social campaigns tied to business lines as well as overall branding.

Sustaining / Social / Twitter

Customer ServiceBig opportunity to create a great customer service experience a kin to Comcast.

Twitter Contests Create simple contests on Twitter to drive conversations around BMOre. Theme ideas include:

Money Mondays - tweet money concerns and how they want to BMOre, using #BMOre.

Rainy Day Funds - ask people what they would do with an extra $50 using #RainyDay.

Favorite tweets would win BMOre swag.

Sustaining / Social / Pinterest

Sustaining / Social / Content

Leverage partnerships:

- The Bulls - Blackhawks- Northwestern- University of Wisconsin- White Sox- Bears- Marcus Center- BMO Harris Bradley Center

Campaigns

- Beemopedia- BMOre in Action Sweeps- BMOre Vision Board

Content Ideas General

- Caption contests - Polls- Financial tip of the day (guidance)- Customer service - Announcements- Infographics & links- Community involvement- Twitter feed

- Email your most valued consumers

- Site banners and interstitials throughout the BMOHarris.com website and online banking

- Site banners on all BMOHB microsites

- Tag TV, radio and OOH

- Online and mobile ads

- In-branch signage (in-branch plasma displays, drive-up teller envelopes, employee name tags, deal plate, teller topper, window decals, muzak)

- ATMs (screens & receipts)

Social / Drivers

Hi

Drivers to Social MediaIn order to grow the fan base on social networks:

Sustaining / Social / Display

Wrap up

Web / Microsite

Display Ads

Digital OOH

MobileSocial

LBSN