Team Members: John Bollinger & Maria Solomon

The Citizens Bank has been serving the Southeastern Ohio community since 1961 Official Bank of the Bobcats since 2007 Locations in Logan, Nelsonville and Athens and the Wal-Mart on State Street Campus Presence Three ATMs Location on Stimson Avenue Online Banking Bank of the Bobcats

Strengths
Bank of the Bobcats Convenient ATMs near campus Customer service Extended hours Convenient locations Community involvement Free Checking Account

Weaknesses
Resistance to change Under-represented within the student market Mobile banking layout Weak social media presence No mobile banking application Regional bank Minimal advertising

Opportunities
New MKT team bring fresh perspective Leadership change Enhancing store traffic of in-branch locations Grow student accounts Leveraging sponsorship with OU Enhancing community involvement message Creation of social media platform

Threats
Saturated local bank market National bank on Court Street convenience Resistance to change Leadership change

Primary Goal
To open up 200 student accounts (5% of OU incoming class) in August/September 2013

4 Main Objectives
Remodel Website & Facebook page by February 2013 Grow social media presence at each 2013 orientation (15 total) by 40 new likes on Facebook
250-280 students on average attend each orientation

Develop a content marketing plan by March 2013 that creates a call to action for incoming freshman to start an account with The Citizens Bank of Athens Develop plan to leverage sponsorship with OU Athletics by March 2013

Social Media Posts:

1. Cant say lottery or raffle in any promotional giveaways 2. Must disclose member of FDIC and an equal housing lender when discussing products/services 3. When promoting a local business can not disclose if they are a customer of the bank 4. Cannot verbalize APR or lending rates without full disclosure

Incoming freshman at Ohio University Age: 18 years old Residence: Dormitories on-campus Aspiring nurse Fan of the Bobcats 80% chance of returning next year Uses social media to interact with friends and gather information Plays intramural sports with her dorm floor Volunteers twice a week at OBleness for hands on experience Enjoys running along the Hocking, weather permitting

Banking Needs: 1. Open a checking account (Debit Card) 2. Build Credit 3. Convenient ATMs 4. Online Banking

84%

25%

78%

76%
References Social Media Usage Stats

24%

63%

 Live in Mason, OH Jennifer is a middle manager at a local Kroger Joseph works in the sales department at Proctor and Gamble Both are college educated Social Media Habits
Jennifer has Facebook and uses it to keep in touch with close friends, family, and check up on her children Joseph has a LinkedIn for business purposes and occasionally uses Facebook
*Us Census Bureau http://factnder2.census.gov/faces/tableservices/jsf/pages/ productview.xhtml?src=bkmk -

Student:

Wants Needs

1. 2. 3. 4.

Low Fees" Direct Deposit" Credit Card with low rate or rewards" Convenient Store Location"

1. 2. 3. 4.

Free Checking Account " Savings Account" Mobile Banking" Convenient ATMs"

MoneyRates.com CollegeView.com

Parent

Wants Needs

1. Co-Sign Ability" 2. Account Access" 3. Options for CDs, long-term investments"

1. Banking Convenience for Child" 2. No/low fees" 3. Ability to Deposit Funds"

Community Banking Redened!

" " Helpful" Friendly" Educational" School spirit" Interest gaining checking accounts" Convenient ATM locations" Online banking" Promotional giveaways and benets" Personal Attention" Bank of the Bobcats" OU Athletics branded card"

Community Involvement"

2"

1"

5"

4"

3"

Not Invested in Community"

Autonomy and Accessibility of Decision Makers"

1"

5"

2"

4"

3"

Rigid Corporate Structure"

Technology"

3"

4"

1"

2"

5"

Old-School"

Convenience" Excellent Footprint"

3"

5"

1"

2"

4"

Inaccessible Locations"
3"

1"

4"

5"

2"

Few Locations in Community"

Customer Service"

5"

1"

4"

3"

2"

Strictly Banking"

Hocking Valley" 1"

OUCU" 2"

Chase" 3"

Peoples" 4"

COMP"

COMP"

Citizens" 5"

Technology/ Convenience!
3"

4"

2"

Products/ Services!
1" 5"

Customer Service!

Hocking Valley" 1"

OUCU" 2"

Decision Makers/! Autonomy!

Chase" 3"
COMP"

Peoples" 4"
COMP" COMP"

Citizens" 5"
Your Brand"

Jessica Johnson, an incoming freshman at Ohio University AUDIENCE is looking for a bank that is convenient, but most importantly, has a committed focus to customer service and her banking needs. POSITIONING

Jessica trusts the Citizens Bank because they have a history of great customer service in the area and they went out of their way to establish a relationship with her during VALUES orientation and via social media. Because of this commitment, Jessica trusts the bank and will open up a checking account when she arrives at school BEHAVIOR

Jessica is motivated to do this because The Citizens Bank has been in constant communication with her via social media and sends a call to action post when she MOTIVATION arrives on campus.

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Jessica arrives on campus for student orientation and is looking to open a bank account." During orientation, she walks through the section of bank booths located on Baker third floor. The Citizens Bank booth sticks out because Jessica is a big athletics fan and they are giving away free Bobcat money clips for liking them on Facebook. Jessica scans a QR code on her mobile device for instant access to their Facebook. Her mom wants to like it as well so she logs on to her Facebook from a laptop. While at the table, The Citizens Bank representatives tell Jessica and her parents about their free checking account, mobile banking, convenient locations around campus, and their exclusive OU Athletics card background. The Citizens Bank hands Jessica her voucher to claim her free money clip by visiting The Citizens Bank location before they head home. They leave, visit the bank, claim the money clip but decide not to set-up an account because Dad wanted to buy a hat for a friend from the bookstore. One month later, Jessica is getting ready to come back to campus. Shes checked her Twitter and Facebook all summer and has gotten informative tweets and posts about banking needs for college students, how she can open a free, interest-gaining checking account, and even some promotional content about starting an account with Citizens. Once on campus, she is completing all her errands when she gets an update on Twitter about another promotional deal for opening up a bank account with Citizens that week. She goes into the bank where she is blown away by their customer service and willingness to help get everything set-up. She walks out with her checking account set-up and a new credit card (with OU Athletics' logo on the background)

C5" C6
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C7" C8" C9" C10" C11" C12"

Incoming Freshman Visitation Drivers Facebook Advertising/ Sponsored Stories Summer Orientation Table
Create incentive to drive in-store visits and likes to Facebook page

Squeeze page on FB and Citizens student page for student information

Enter chance to win big prize from OU Athletics

Walk-in visits to The Citizens Bank

The Hub Facebook Page will reflect customer service redefined message with content.

Brochure in Summer Orientation Handouts

Posts deliver relevant content to build relationship throughout summer Delivers call-toaction promotions for first two weeks of school Keep track of analytics

OU Athletics Website Advertisement

The Citizens Bank Student Page on Website

Videos hosted on the YouTube page will be used across the Facebook and website platform

Branded YouTube Page

Content Categories Around Athens Series (Video Series)

Desired Reaction Build value by helping students learn best spots in Athens To build value and trust by providing useful tips to incoming freshman for their finances To educate freshman on The Citizens Bank community responsibility

Conversion Opportunity Incoming student could potentially share this with other incoming freshman attending OU Facebook content will link to The Citizens Bank website where students can then view the offerings provided Facebook content will link to The Citizens Bank website where students can learn more about involvement To pick up giveaways the students must visit The Citizens Bank main branch These opportunities will link back to a student branded page on the website that describes the promotions has opportunity for further data collection. Will be posted closer to August.

How to Survive Financially Freshman Year

The Citizens Bank Community Involvement (Video Series)

OU Athletics Giveaways

To make freshman aware of relationship between The Citizens Bank and OU Athletics Gain understanding of unique offerings The Citizens Bank has for students

The Citizens Bank account information and promotions

Website Upgrades
Student tab on website which includes: 1. Account information 2. All social media content 3. Information on student loan program 4. Data collection point 5. Information on mobile banking/convenience Social Media Integration

Student Accounts
Create incentive for opening savings/checking account 1. $50 automatically deposited for opening 2. FREE Ohio Athletics credit card 3. FREE entry into The Citizens Bank football hospitality tent at TailGreat Park 4. Entered into drawing for iPad 5. Incentives for buying from local businesses Educate students about new loan program

Responsibility
Director of Marketing in charge of social media content Content completed by May 1 Launch updated Facebook page May 15 Launch content and Facebook advertising June 1

Distribution Plan
Management Tool: HootSuite 1. One Stop Shop 2. Scheduled Posts
One story per week

Reuse early content in the later summer months Must engage with customers daily

Benchmarks
Increase in number of new Facebook followers Number of content interaction (likes, shares, comments) Number of click throughs on advertisements Number of visits to Student page on website Number of names entered on data collection touch points Number of new student accounts opened

Information
15 total orientations from July to August Average 250-280 students per day Total attendance: 4,000 students and 7,000 parents Banks have location on the 3rd floor of Baker Students given brochure with bank information

Next Steps
Call Paul Woody & leverage OU sponsorship to:
1. Reduce/eliminate registration fee 2. Enter into Student Experience booklet

Order branded giveaway

Ohio Athletics Money Clip (The Citizens Bank logo) As low as $1.70 Athletics t-shirt

Registration
Deadline: April 1 Organized by IMG & University College $100 per week ($300-$400 investment)

Create QR code for frictionless access to The Citizens Banks Facebook from students mobile phone

Tabling Information
Bring displays, banners, etc. Bring laptops for student social media sign-up Use Rufus to build awareness and drive traffic Have vouchers for FREE giveaway Have educational handouts about The Citizens Bank & perks of social media plan

CPM
Cost per 1,000 impressions

CPC
Cost per click

Pay for people seeing your ad

Charged each time someone clicks on ad / sponsored story

Ad will be shown to people who are most likely to like your page

You can only pay for clicks if you choose See Advanced Options when youre setting up your ad.

Paying for clicks isnt as valuable if your goal is to get people to take an action on Facebook.

CPM Target Audience CPC

(Advertising) $0.05$0.34 USD (Advertising) $0.71$1.62 USD Sponsored Story $1.20 $2.00 USD

Recommendations
Cost per click model Goal: Generate Top-of-Mind Awareness Believe most students dont click advertisements Click through rate on Facebook ads were .05% in 2011 College student twice as likely to click if a friend was a fan 4,000 x .05% = $200 We would recommend The Citizens Bank budget $300

Source: Webtrends

Leverage relationship with Ohio University Athletics during Orientation OU Athletics Giveaway items at the table

Promoted Tweets & Facebook posts

Advertise on Website

Differentiate Use Rufus via brochure at the table insert

Timeline - 2013
Get approved & order OU Athletics money clips Website upgrades completed Finalize all new student accounts Register Orientation Table with IMG and University College Finalize content plan and distribution schedule Launch updated Facebook page Finalize logistical details & staffing plan for orientation table Launch content & targeted Facebook advertising Finalize creative for brochure pass along to IMG Advertise on OU Athletics website Orientations Begin Begin Facebook sponsored stories Begin Facebook promotions driving in-store traffic 2/1 2/15 3/1 3/1 5/1 5/15 5/15 6/1 6/1 6/1 7/1 7/17 8/15

Questions?