In Banks We Trust
description
Transcript of In Banks We Trust
Campaign for Nittany Bank
January – April 2012
IN BANKS WE TRUSTTaylor Havlisch & Emily Pasi
The Problem Lack of trust in the banking industry
Target: State College banks Contributors:
Mortgage crisis Madoff scandal Remaining lack of transparency Grassroots movements (i.e. Occupy)
News Media Analysis Content analysis of national/local news media for
National Penn and Nittany Bank for three month period
Results of media analysis for Nittany Bank/National Penn: 259 articles published 97% came from outside news sources 82% of articles mentioning Nittany Bank or National
Penn had a positive tone 63% had a positive tone toward the banks specifically 58% of articles on finance and earnings
News Media Analysis Results as compared to other
participating State College banks (on average): 93 articles garnered between the 11
participating banks 7 banks received local media coverage 61% of articles written on State College
banks were mostly positive 33% of articles written on State College
banks were on finance and earnings
Social Media Analysis Facebook
“Nittany Bank, Division of National Penn” 87 Likes
“Nittany Bank Nookie Monster” 236 Likes
Only two posts (January to April)
Social Media Analysis Twitter, @Nittany Bank
Profile picture: Ed Conklin Homepage link available Posts are infrequent: Sept., Oct., January
Social Media Analysis Nittany Bank Blog, Networked Blogs
Most recent post, 2 years ago Enrollment in Visa Extras
YouTube No channels Video presence: Nookie Monster Spikes
promo
Social Media Recommendations Facebook
Include friendly employee profile picture More consistent posting Post interactive questions
(i.e. “Fill in the blank: I volunteer in my community by_________.”
Post more photos, especially Nookie Monster
Provide links to homepage and other social media accounts
Social Media Recommendations Twitter
Clarify who maintains account More frequent and consistent tweets Use hashtags Follow local businesses and other groups
with ties Interactive posts (i.e. questions and games)
Social Media Recommendations Blog
Provide link to company homepage More frequent and consistent posts Posts provided by multiple employees Post about current events in industry and
Nittany Bank community involvement
Social Media Recommendations YouTube
Create own YouTube channel Document future events, edit footage into
clips Content can include employee spotlights,
Nookie Monster promos
Pre-Campaign Survey Results:State College Community Members
50% agreed/strongly agreed to trusting the banking industry to do what is right
34% had a quit a lot/great deal 0f confidence in State College banks
32% agreed/strongly agreed they were aware of State College involvement in community service
Pre-Campaign Survey Results:State College Community Members
33% agreed customer service was the most important aspect of a bank
43% agreed using social media would benefit banks
47% felt media negatively affected their perception of the banking industry
Pre-Campaign Survey Results:State College Community Members
43% of respondents who were members of a local bank, agreed customer service was the most important aspect of a bank
Strong positive correlation between “I believe to treat people fairly and justly” and “I trust banks to do what is right”
Pre-Campaign Survey Results:State College Community Members
52% agreed/strongly agreed to trusting local banks more than national banks
Of those community members who agreed social media would benefit banks, 69% said media either positively or negatively affected their perception of banks
Pre-Campaign Survey Results:Penn State Students
73% agreed/strongly agreed they trust banking system to do what is right
40% had quite a lot/a great deal of confidence in State College banks
67% disagreed they were aware community service done by State College banks
Pre-Campaign Survey Results:Penn State Students
30% agreed customer service was the most important aspect of a bank
51% agreed/strongly agreed social media use can benefit banks
Pre-Campaign Survey Results:Penn State Students
For those that agree media positively influences their perception of banks, 81% agreed/strongly agreed social media use is beneficial
Strong positive correlation between “I trust my bank to do what is right” and “My bank is responsive to my customer service needs”
Pre-Campaign Survey Results:Penn State Students
Significant effect of type of primary bank on level of confidence in banks
Respondents who have a national bank as their primary bank have a slightly higher confidence in banks.
Campaign Goals and Objectives Goal: To improve the overall trust of banks in
State College
Objective 1: To be involved in events between February 15 and April 15, 2012 for the banks the class is working with this semester
Objective 2: To obtain positive media coverage about the State College banks by April 15, 2012
Campaign Goals and Objectives Objective 3: To spread the word about
the community efforts of State College banks to at least 10 percent of the student body at Penn State’s University Park campus by April 15, 2012
Objective 4: To increase the State College community’s awareness of the community service efforts of banks in State College by 15 percent
Campaign Goals and Objectives
Objective 5: To increase Penn State students’ awareness of community service efforts of bank in State College by 15 percent
Objective 6: To increase the community members’ level of confidence in State College banks by 15 percent
Objective 7: To increase Penn State students’ level of confidence in State College banks by 15 percent
Event Goals and Objectives Goal: To host a successful semi-annual
Community Shred Event on Saturday, April 28, 2012
Objective 1: To increase attendance at the Community Shred Event by 30 percent more than last year’s event
Objective 2: To enroll ten new customers in the Nittany Bank E-Statement services during the Community Shred Event
Campaign Strategies Plan and execute bank events Media push Campus and local publicity
Campaign Tactics Fact and lollipop distribution
State College banks completed 7,313 hours of community service in 2011.Tweet this fact to @ITrustBanksPSU for a chance to win a $25 Amazon gift
card!
Press release to Centre Daily Times
Sandwich board display
Fact published in HUB publication
Campaign Tactics YouTube video
Social media contest Twitter @ITrustBanksPSU
Event Strategies Secure coverage of event
Inform attendees at event of E-Statement services
Event Tactics Media list Press release Radio news release Community calendar posting
Campaign Evaluation Objective 1: To increase the State College
community’s awareness of the community service efforts of banks in State College by 15 percent Objective was met, 15% increase
Objective 2: To increase the level of confidence among State College community members in State College banks by 15 percent Not met, but still increased by 13%
Campaign Evaluation Objective 3: To increase Penn State
students’ awareness of community service efforts of bank in State College by 15 percent Objective was met, 24% increase
Objective 4: To increase the level of confidence among Penn State students in State College banks by 15 percent Not met, still an increase of 9%
Campaign Evaluation Objective 5: To be involved in events
between February 15 and April 15, 2012 for the 11 banks the class is working with this semester Not met, involved with five
Objective 6: To obtain positive media coverage about the State College banks by April 15, 2012 Not met, not coverage as whole but individually
Campaign Evaluation Objective 7: To spread the word about
the community efforts of State College banks to at least 10 percent of the student body at Penn State’s University Park campus by April 15, 2012 Objective was met, estimated final total of
students reached was 6,344
Campaign Limitations Limited amount of time to implement
Unable to secure HUB table
Did not get full participation of all of the banks a part of the campaign
Event Evaluation Objective 1: To increase attendance at
the Community Shred Event by 30 percent more than last year’s event Objective was met, increased by 400%
Objective 2: To enroll ten new customers in the Nittany Bank E-Statement services during the Community Shred Event Objective was not met
Event Evaluation Secured Coverage:
3WZ (95.3 FM) Centre Daily Times calendar Voices of Central PA calendar Central PA Visitors’ Bureau calendar Centre County Gazette StateCollege.com calendar nittanyliving.net Centre County Gazette calendar WTAJ-TV calendar WJAC-TV calendar WWCP-TV calendar WeAreCentralPA.biz calendar
Event Limitations Need designated individual to document
event
Prepare for overload of shredding truck
Objectives to focus on shred amount and money raised
Stewardship Plan:Campaign
Intermittently run smaller scale campaigns to remind community members/Penn State students of the positive aspects of banks
Emphasize community outreach efforts across the State College community
Provide marketing staff to write annual report
Stewardship Plan:Event
Emailing to available addresses Follow-up “thank you” email to available
addresses Helpful banking tips, document storage
tips Invitations to upcoming community events Nookie Monster appearances and updates
Conclusion Used “In Banks We Trust” slogan to
improve image of State College community banks
Penn State students/State College community members targeted for campaign
Level of trust and confidence measured before and after campaign implementation
Not all objectives met, but data shows overall increase in level of trust among students and community members
Thank you!