SPIDERLIGHT

MOLLY HERSH CAMILLE JARMON BRIANA O’KEEFE DEREK YEGAN

TABLE OF CONTENTS

EXECUTIVE SUMMARY

RESEARCH

MEDIA STRATEGY

CREATIVE

PROMOTIONS

BUDGET AND EVALUATION

3

4

11

13

1921

EXECUTIVE SUMMARY

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Young Adults are contantly transitioning into

the next stage of their lives, and with each

transition they become more independent

from their parents, and more responsible for

themselves. The truth is, there’s no way to be

completely prepared for being on your own,

ecspecially when it comes to finance. Going

from Mom and Dad paying for everything from

rent, to car insurance, to meals, to covering all

that yourself can be a rude awakening.

Originally founded as Bank of Italy, Bank of

America was dedicated to providing service

to Italian Immigrants who had been denied

elsewhere. This attitude makes Bank of America

CHANGE IS HARD

HERE TO HELP

EXTRA ATTENTION

WHAT WE DOunique because it shows that they are there

to help those who may need it more than

others. We aim to stay true to those values by

focusing on the importance of instilling a strong

financial foundation early on. The fundementals

of saving and budgeting are skills that will lead

to success for life.

Young adults are unique customers. For many,

they are will soon be or already supporting

themselves for the very first time. They need to

feel reassured that they will succeed, but at the

same time empowered. Whether paying off their

student loans, or saving up for a a car, Young

Adults usually could use a little extra help. We

made it our goal to let them know that Bank of

America is here for them, every step of the way.

What we have made is a fully integrated

campaign that will show Young Adults that

Bank of America is not only a trustworthy

bank, but one that will steer them in the right

direction. We understand that what they are

going through is scary, but we’re going to make

it as smooth of a transition as possible. Our

campaign utilizes both traditional and non-

traditional media, partnerships and promotions,

as well as new incentives for the program.

Through our efforts, we will strenthen the

existing Bank of America brand, but now with

an added twist.

SWOT ANALYSIS

RESEARCH OBJECTIVESWe set out to find everything there was to know about Bank of America, and the perceptions of the company. By delving into company history and current

events, as well as gathering both qualitative and quantitative research, we were able to gain insight into the public’s opinion.

Understand how the customer views Bank of America and how it fits in his or her life

Find out new ways to reach the customer and strengthen their relationship

Discover innovative oppurtunites to gain new customers

Increase positive perceptions of Bank of America

STRENGTHS

•Long standing reputation and dominant market position with large global presence•Allows easy access to a variety of financial services•Innovation in services which leads to convience

THREATS

•Competiton from commerical banks and credit unions •Economic turmoil•More restrictions from the federal government•Bad publicity

WEAKNESSES

•Banking operations such as fees and added charges•Issues with corporate management•Loss of trust and negative brand image•Failure to capitalize on large global presence

OPPURTUNITIES

•Increase market share within the student market and internationally•Offer larger incentive by creating helpful banking advice•Increase trust and convenience within Bank of America•Take advantage of online resources

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WHAT WE DO

INDUSTRY ANALYSIS

For a business never entirely understood by its customers, the American banking industry plays a key role in the every day lives of consumers and non-consumers alike. Banks are closely integrated in the operation of our government and the management of the ever-changing financial environment. With over 7,513 operating banks across the country, the business is responsible for transferring risk, supplying liquidity, and allowing for both major and minor transactions. Although monitored and regulated by the Federal Reserve, the banking industry is treated as any other competitive corporation.

Often seen as a “necessary evil”, American banks are desperate to redefine their image and secure the trust and loyalty of their customers. Many companies are now looking to utilize the development of online and mobile banking, as well as social media, to better connect with customers. Some of these institutions are also focusing on young adults and student consumers to gain their loyalty at an early age.

Ranked first in the nation with over 5,490 branches and assets of $2.3 trillion.

Chase offers specialized student checking accounts for high school students (13-17) whose parent has an existing Chase account, and college students (17-24)

Chase also provides informative videos targeted specifically to college students on its “Student Center” website page.

Wells Fargo offers a College Combo package with both a College Checking and Way2Save Savings account.

Students have access to over 12,000 ATMS and 6,200 banking locations.

Wells Fargo also offers a College Credit Card as well as a Campus Debit Card for use at participating schools.

Citizen’s Bank offers a Student Money Bundle with exclusive features including Money Saving Discounts, where students can save money on food, entertainment, travel, clothing, and school supplies.

Parents can easily transfer money and there is no monthly balance requirement with the bundle.

Credit unions are member-owned, not-for-profit financial institutions.

Although they have fewer branches and ATMs, credit unions generally have lower fees and better rates than commercial banks.

Campus credit unions are completely geared to student’s needs and help students manage their finances and build a strong credit record.

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RESEARCH FINDINGS

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After conducting both quantitative and qualitative research in the form of a variety of

surveys for both current Bank of America customers and non-customers, as well as one-

on-one interviews, we gained some insight into Bank of America’s current place in the

market, as well as the best ways to reach potential and current customers.

TOP RESPONSES TO HOW TO IMPROVE TRUST IN BANKING

AVERAGE SOCIAL MEDIA USAGE PER DAY

AVERAGE TELEVISION USAGE PER DAY

BANK OF AMERICA’S STRONGEST ATTRIBUTES

MOST PEOPLE SAID...

BUT FEW PEOPLE SAIDWEAKEST ATTRIBUTES

Transparency of business practicesFree financial adviceBetter customer serviceStronger security for online banking

Large number of ATM’s and branch locations

They would be interested in free financial advice

They would actually watch online videos featuring free financial advice

FeesCorporate decision making

>30 minutes 30-60minutes 1-3 hours 3-5 hours >30 minutes 30-60minutes 1-3 hours 3-5 hours

MARKET SEGMENTSAfter gathering and analyzing our research, we were able to break down our target market into two

market segments: the experienced and inexperienced young adults. While both markets lie within the

millennial demographic, they have very different characteristics

PRIMARY: Young Transitionals SECONDARY: Experienced Transitionalsages 17-20 ages 21-25

Our primary market are young adults who will

soon or have recently graduated high school.

They will be moving away from their parents

for school, and while they are learning to

become independent, their parents still make

a majority of their financial decisions. They are

opening their own accounts for the first time,

and may or may not stay with the same bank

as their parents. They value saving time and

saving money, and prefer not to physically go

into branches.

Our secondary market lies within soon to be or

recent college graduates. They may be moving

away from where they attended school, which

would provide an oppurtunity to change banks.

They are becoming increasingly independent

from their parents, however they are still likely

to rely heavily on parental input. They are

getting their first jobs, and therefore beginning

to learn firsthand about income, expenses,

and managing their finances for themselves.

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KEY INSIGHTS

CAMPAIGN OBJECTIVESEffectively translate the convenience and trustworthiness of the Bank of America brand to the student banking market

Increase current customer trust and loyalty, and attract new customers

Effectively utilize technology to accomplish the first two goals

MOTHER KNOWS BEST GOAL ORIENTED CONVENIENCE IS KEY

While Young Adults are beginning the transition to becoming independent, they still heavily rely on their parents. Even if they aren’t being supported financially, parental opinion matters when making banking decisions.

Whether saving for a car or paying off student loans, budgeting is very important for Young Adults. Since they are usually focused on specific financial goals, tips on acheiving these goals a will be helpful.

Always on the go, Young Adults value saving time and ease. They prefer to perform their transactions at ATM’s as opposed to branches, and tend to utilize online banking and mobile apps.

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BIG IDEA

CREATIVE VISION

TONE

TAGLINE

REACH BEYOND

LEARNING TO PROGRESS

Young Adults are constantly going through changes and transitions, whether they are

starting college, getting their first job, moving into their first apartment, or establishing

financial independence from their parents. During these potentially turmultuous times, Bank

of America is there to provide a strong and helpful foundation for Young Adults so they can

successfully start their lives and acheive their goals. They are free to pursue their dreams

without their finances holding them back.

Managing your finances for the first time on your own is not easy, but Bank of America is

there for you every step of the way. Whether paying off student loans or saving up for a

car, Bank of America can help set and maintain financial goals. With a creative vision of

Learning to Progress, we can focus on the educational aspect of banking to teach Young

Adults to be smart with their money early on.

Trustworthy, helpful, uplifting, and slightly comedic

Bank of [you]

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MEDIA OBJECTIVES

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In order to elevate Bank of America in the eyes of our target market, we will introduce a consistently fun and uplifting message regarding our student banking program. We will put a large emphasis on the first two quarters of the campaign to achieve maximum impressions during the most pivotal transition times.

For media purposes it is important to note that both the primary and secondary market belong to the same demographics, and as students, they tend to share many commonalities in their choice of entertainment and lifestyle. For this reason, our promotions and creative executions will resonate with both markets. In our research we have determined that both markets are still heavily influenced by their parents, so our media will be widely distributed to ultimately reach all target audiences and their influencers.

SCHEDULE

GEOGRAPHY

REACH

FREQUENCY

BUDGET

The campaign will be launched in April 2012, beginning with a condensed media schedule for the first two quar-ters. This time period, April through December, is tradi-tionally a time of transition with college and post gradu-ation decisions. Through selected broadcasted mediums, outdoor and print our goal is to saturate the environment of our target market. Throughout the rest of the year the emphasis will be placed on Internet marketing and the different online resources the campaign incorporates.

The campaign will implement a national strategy with broadcast, print and online media. Our outdoor advertis-ing will be placed in major college cities throughout the country to generate an additional awareness in heavily populated areas.

Achieve a minimum goal of 75% for each 4 week period of advertising. We will achieve this goal through a com-bination of Television commercials, Internet, print and outdoors.

Achieve a minimum goal of 12% for each 4 week period of advertising. Local, outdoor, Television, Internet and print, outdoors.

Our media budget will be 65% of the total allotment of 35 million dollars.

MEDIA STRATEGY

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TELEVISION OUTDOOR

ONLINEPRINT

Television is still the most heavily viewed vehicle amongst

all audiences and will allow for high frequency. Our fun,

30 second spots will communicate a positive and helpful

vision of student banking at Bank of America.

Outdoor will be used in the largest metropolitan areas

as well as in the major college cities in the US. Outdoor

will help create awareness of the program while being

cost effective.

A strong focus will be put on internet advertisements,

as it is the medium our targeted audience spends the

most time with. The online placements will include

streaming online ads and traditional placements like

banners. The more traditional Internet executions will

be on the 18 top ranked websites. In addition the

commercial will also be placed on our audiences’

favorite online streaming video websites.

Magazine advertisement will not only target our primary

audience, but their parents as well. We will choose a

variety of magazines with high coverage, some of which

target an older audience. Our full page placements will

re-establish the messages of the webisodes, and will

resonate with all audiences. As for scheduling, a large

emphasis will be placed in the months of May and August

when students are entering their transitional phase.

Our series of three print ads feature three relatable characters all going through difficult transitions that will affect their finances. The ad pictured, “Car Ride,” pictures a Young Adult driving off to college with her parents when they begin to nag her about beginning to become financially responsible and independent. She’s making a face that both Young Adults and parents will easily recognize and sympathize with. The copy shows that Bank of America can help please both you and your parents through this transition. Our other two print ads feature a Young Adult graduating from college when she suddenly realizes she is financially responsible for herself, and a young man packing to study abroad when he again, realizes he didn’t plan out his finances. Each ad will feature a different word or phrase in brackets after “Bank of,” to show the individualization of these experiences. This will also be the three different character depicted in our webisodes.

PRINT

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PRINT ADS

COMMERCIAL

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30 SECOND SPOT: “BANK OF [LIFE]”

WEBISODES:

Staying consistent with our positive, slightly humorous tone, this quick-paced commercial features digitally enticing images and fun, uplifting music. The message aims to communicate directly with our target audience by illustrating the challenges of starting a financially independent life and offering a solution with Bank of America’s new student program. The commercial will showcase Bank of America’s new focus on financial education and personal assistance.

The online campaign includes a series of webisodes, each capturing one of three imagined characters of our target audience in a “transitioning” situation. The webisodes are an extension of our print ads and are meant to reinstate our tone. They will be featured on our website, as well as a hulu.com ad, and on the Bank of America Youtube channel.

While being nagged by her mother, a girl originally excited by leaving for college becomes worried about her finances living on her own. She reassuringly locks eyes with her mother and “Bank of [Independence]” is shown on the screen.

While packing for his study abroad trip, a boy imagines all the fun times to come and becomes excited, but is suddenly hit with a wave of anxieties he has about the trip, the majority of which revolve around finances. He looks up from his suitcase with a terrified expression. “Bank of [Discovery]” appear on screen over a series of Italian postcards.

EXAMPLE: “THE TALK” EXAMPLE: “STUDY ABROAD”

“Growing up can be tough”

“To little bumps along the way” “And because life is a learning process” “We’ll teach you how to keep your ‘pay day’s’ growing. Bank of America, Bank of Life.”

“With Bank of America’s new student banking, we’re with you for every turn”

“And uncharted territory can be scary” “But every new path is a new oppurtunity” “From big decisions”

OUTDOOR

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BILLBOARD

WILD POSTINGS

Our billboards featuring the three

characters from the print ads and

webisodes will be placed on major

freeways and high traffic areas in

metropolitan areas.

Our guerilla style wild postings will be put up in large cities in areas with

high foot traffic. They will mirror the print ads, using the same characters

and design elements, and will promote the new student banking program.

The example shown of the Young Adult going off to college says, “Bank of

America’s new student banking program will make it easier to get Mom and

Dad off your back.”

WEB BANNERS

GUERILLA ONLINE ADS

[ME]banking log outwelcome back!Rachel Rees

BUDGETING AND GOALS RACHEL’S TIP OF THE DAY

LIVE CHAT

ACCOUNT BALANCE

gas

$100

$150

$50

$80

$3000

groceries

entertainment

restaurants

SAVING PROGRESS

see more

CHECKING:SAVINGS:

CREDIT:

$3,456.98

$6,876.03

$345.76

available balance

buy checkstransfer fundsrecent transactionssettings

available balance

outstanding balance

more tips

NEVER SHOP HUNGRYIf you're going to do some grocery shopping, either on

your own or with a family member, and you go when

you’re hungry, the results can be disastrous. Your cart or basket can ll very quickly with all kinds of goodies

that you don’t need, but that look good because you haven’t eaten since breakfast.

nancy is available to chat

type your question here.... SEND

[ME] BANKING WEBSITE

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Users have an opportunity to input their financial goals as well as budgeting within various aspects of their lives. Users who stick to budgeting and goal plans receive rewards.

Monitor your account and recent activity directly on your profile page Financial advice and tips are updated daily and posted at thetop right of the page. Users can search previous postings as well.

Make payments or order checks through links on the page.

Bank of America’s “Life Technicians” are available to answer questions 24/7 on the live chat box located at the bottom right of the page.

ONLINE

Web banners mirroring the print ads will be placed on major social media, shopping, and ticketing websites. They will lead to the Bank of America student banking website.

When you scroll over this moving online ad, a face is propelled onto to the screen with the words “Need a boost? With Bank of America Student Banking, you get the best start to “real life”

ONLINE SOCIAL MEDIA

BANK OF AMERICA “SMART STUDENT” FACEBOOK PAGE

REGIONAL TWITTER ACCOUNTS

REACH BEYOND BLOGThe “smart student” Facebook page is one of the

many outlets where students can interact with

Bank of America. The page will keep students

updated on current banking advice, provide

exclusive incentives, as well as Bank of America

representitives ready to respond to comments left

of the page’s wall.

Our campaign will utilize regional Twitter

accounts for a truly custom social media

experience. The accounts will highlight

regional branches as well as local events that

Young Adults will enjoy and benefit from.

The Reach Beyond blog is a frequently

updated blog, which will serve as the hub

for banking geared towards Young Adults.

Posts will include everything from tips for

saving and budgeting, to upcoming events,

to personal success stories from other

Bank of America customers that fall into

the demographic.

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INCENTIVE PROGRAM

SMART STUDENTS SMART BANKING

BEYOND SAVINGS CASHBACK CARD

A AVERAGE

increase over base rate increase over base rate increase over base rate increase over base rate

.75% .5% .25% NOB AVERAGE C AVERAGE D/F AVERAGEThe Smart Students Smart Banking program

rewards participating students by increasing

the interest rate of their savings account

based on their grade point average.

To help keep wallets full, customers who apply

for the Beyond Savings Card will be rewarded

with 5% cashback on a variety of categories,

rotating each quarter. The categories are meant

to target aspects that hit the student budget

hard, such as food, gas, travel, movies, concerts,

moving, and more.

JANUARY-MARCH

groceries and restaurants movies, concerts, and entertainment

gas, airfare, and travelhome improvement and home furnishings

APRIL-JUNE

JULY-SEPTEMBER OCTOBER-DECEMBER

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PROMOTIONS

COLLEGE ORIENTATION BOOTHS

Bank of America will target Young Adults at the beginning of a big

transistion: starting college. This presents a large oppurtunity for new

students to switch banks, so it’s important to make an impression on

campuses. Bank of America representatives from nearby branches will

set up branded tents on campus during orientation week. In addition to

the regular collaterals and branded pens, the Bank of America tents will

create a fun and energetic atmosphere to draw in passing students.

CHEVRON PARTNERSHIP

SOUTHWEST AIRLINES PARTNERSHIP

A partnership with Chevron will focus on helping out Young Adults in a place

that hits their wallet the hardest-gas. Customers who utilize the online

student banking site and meet their savings goals will be rewarded with a $5

Chevron gas card, which will not only please the customer, but drive traffic

towards Chevron as well.

There’s no place like home, especially for students living far away from their

parents for the first time. With a partnership with Southwest Airlines that

offers exclusive discounts to customers with student banking accounts,

homesick students can take a bite of Mom’s homemade meatloaf without

breaking the bank.

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PROMOTIONS

LOCAL BANDS COLLEGE CONCERT SERIES PRESENTED BY BANK OF AMERICA

A FEW EXAMPLES OF TARGETED CAMPUSES

Instead of dropping cash on expensive concerts, Bank of

America will help you save by bringing the music to you.

The Local Bands College Concert Series will target college

towns across the country, find a lineup of local bands and

musicians, and put them in the spotlight. Bank of America

will sponsor these events on campus, at rates friendly to the

student budget. While students are dancing the night away,

Bank of America will host a space to wind down and rest for

a bit, complete with collaterals and promotional materials

about Bank of America student accounts.

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MEDIA SCHEDULE

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EVALUATION

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BUDGET

MEDIA [65%]

TOTAL BUDGET ALLOCATION MEDIA BUDGET ALLOCATION

BROADCASTING [35%]

COMMISSION [20%] ONLINE [25%]

MISCELLANEOUS [5%] OUTOOR [15%]

PROMOTIONS [10%] PRINT [25%]

Google Analytics: This tool will give us insight into the effectiveness of our online advertisements as well as traffic information for our updated website and [Me]Banking profile page

PageLevel: This advanced insight evaluation system will be used to track the success of the Bank of America Facebook posts and activity.

FollowerWonk: We will apply this program to Bank of America’s Twitter accounts. Designed to compile and analyze follower information, FollowerWonk also evaluates the effectiveness of tweets.

Post Testing/Surveys: Following the campaign, we will conduct focus group testing and surveys to complete a thorough understanding of the effectiveness of this campaign.