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MEDIA CAMPAIGNS ADVERTISING PROPOSAL

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THE ADVANTAGE ADVERTISING TEAM

Nick Kight is a senior public relations and communication studies double major from

Greenwood, IN. He is the public relations manager for the Huntington University Theatre

Company and public relations student assistant for the Huntington University university relations

office. Outside of school, he has worked for Indiana Repertory Theatre and Cancer Services of

Northeast Indiana as an intern in their marketing departments. For this campaign, he designed the

print advertising pieces for newspaper, billboard bulletins and direct mail channels. He also

suggested two recommendations for First Federal Savings Bank‘s online presence.

Josh Lanphier is a broadcasting and communication studies double major from Cincinnati, OH.

He is in his 3rd

year in working with 105.5 WQHU FUSE FM and currently holds the position of

assistant sports director. Josh is a co-host for the Huntington University radio show, Catching

the Bandwagon, which is the most ―liked‖ radio show in Huntington on Facebook. He also has

directed and produced a commercial for Jeurgen‘s Do It Best in Huntington. In his time outside

of the media realm, Josh works as a resident‘s assistant on the Huntington University campus,

He also writes for the Huntingtonian in the sport section. Josh also plays catcher for the

Huntington University Forester‘s baseball team. For this advertising project, he wrote and

produced two radio commercials.

Sarah Martindale is a senior public relations major with a minor in communication studies

from Pomeroy, OH. She has previously interned with Count the Stars Ministries, where she

aided them with brochure, logo, and web design campaigns. Her in-class experience includes

creating and implementing a public relations event for the Huntington University cheerleading

squad. She also has contributed in the development of an advertising campaign for the

Huntington University Theatre Company. She also has written a marketing plan for Caravan of

Hope, an upcoming ministry for Tajikistani women. Beyond public relations and marketing,

Sarah serves as the senior class president at Huntington University and as a resident assistant.

She created the public relations event, news release, logos, t-shirt design and financial reports for

this advertising project.

Thad Goff is a senior broadcasting major from Lakeland, FL. He produces broadcasting

segments for 105.5 WQHU FUSE FM and sports anchoring, reporting and camera work for

HTV. He also co-anchors Homestretch, a sports show on Fuse FM. His role in this project was

to identify three market segments for First Federal Savings Bank to target and also to put

together a television commercial.

Byran Myers is a junior broadcasting major from Logan, OH. He is the program director for

105.5 WQHU Fuse FM and the audio director for HTV News. Outside of broadcasting, Bryan

throws shot put for the Huntington University‘s track and field team. For this advertising

campaign, he assisted with the writing of scripts for the radio commercials, filming of the

television commercial, and created the storyboard for the second television commercial.

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FIRST FEDERAL SAVINGS BANK

EXECUTIVE SUMMARY

Advantage Advertising has created an advertising campaign designed to reach younger

audiences to begin the process of building new relationships with the next century‘s potential

customers. Our campaign highlights First Federal Savings Bank‘s 100-year milestone in each

piece of advertising we have developed. Our hopes is the younger target market will associate

years of experience with the concept of competence. Then we hope they associate competence

with trust. Our advertising team wants these younger audiences to feel secure in where they

choose to bank and to begin getting them to think about where they might one day choose to

bank.

Advantage Advertising has created a new theme for this advertising campaign that we hope will

relay the message of how First Federal Savings Bank has lasted for 100 years and plans to grow

in the next century. We touch on First Federal Savings Bank‘s plan to expand into the Fort

Wayne market after attaining a significant amount of the market share in the Huntington County

area. In this campaign, we have recommended possibilities in enhancing the bank‘s current logo,

options in improving the bank website, plans for a public relations event targeted toward these

younger audiences, and suggestions for implementing radio, television, newspaper, and direct

mail advertising. Each of these mediums has been designed to grab the attention of these younger

potential customers in hopes they will give significant amount of consideration in deciding

whether or not to bank with First Federal Savings Bank.

TABLE OF CONTENTS

Page

Advantage advertising team 2 Executive Summary 3

Current market situation 4

SWOT analysis 5

Bank positioning 7

Competitive analysis 9

Marketing communication strategy/campaign proposal 9

Budget 15

Campaign samples 16

Campaign calendar/schedule 26

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A. CURRENT MARKETING SITUATION

Overview of the market

First Federal Savings Bank tailors their services to anyone with banking needs. From the

ages of 18 until retirement, First Federal Savings Bank strives to be the best option in

banking within the Huntington County area. With 35% of the current market in

Huntington, Indiana, First Federal Savings Bank offers a wide variety of services from

personal banking and loans to small business direct deposits.

Currently, First Federal Savings Bank has five locations in northeast Indiana. There are

three locations in Huntington, one location in Warsaw, and one new location in Ft.

Wayne. First Federal Savings Bank provides customers five locations for ATM‘s.

While First Federal Savings Bank strives to meet the needs of everyone‘s banking needs,

First Federal Savings Bank provides solutions to specific needs for certain target markets.

Offering college loans allows First Federal Savings Bank to target high school students

and their parents. Small business also may utilize First Federal Savings Bank also offers

loans for college students to purchase that first car or first home/apartment. First Federal

Savings Bank also offers ―Moola Moola‖ accounts for children that allows them to begin

their savings accounts with a bank they can trust. If First Federal Savings Bank can get its

name and brand in mind of these much younger audiences, they will be able to build on

these relationships and retain loyal customers for the long-term.

First Federal Savings Bank does face stiff competition in the Huntington, IN and Fort

Wayne, IN markets. Competing banks include:

- PNC Bank

- Bippus State Bank

- 1st Source Bank

- Wells Fargo Bank

- Huntington Schools FCU

- Lake City Bank

- Woodforest National Bank

- Markle Bank

- First Farmers Bank & Trust

With the implementation of our advertising/media campaign, First Federal Savings Bank

should see increases in market share in the already established Huntington market as well

as the newly-acquired Fort Wayne market. They also can begin building long-term

relationships with younger audiences in their banking needs for school loans. First

Federal Savings Bank also will see an increase in online interactivity of their current

website if they so choose to follow the recommendations of our advertising team.

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B. SWOT ANALYSIS

Strengths

First Federal Savings Bank has an established presence in the Huntington County area.

The bank has operated and served customers for the last 100 years. With so much

experience, they have maintained a quality customer base. First Federal Savings Bank

also already focuses on the relationship-building approach in reaching customers through

their ―hometown bank‖ reputation. It will not be hard for First Federal Savings Bank to

relate to new customers, since they make it a priority already to invest in the relationships

with their customers. The bank has made a name for itself in the Huntington County area

over the last 100 years. First Federal Savings Bank also already incorporates the slogan

―first in hometown banking.‖ With such a slogan, they make it a priority to inform all

customers (current and potential) that they focus on the interpersonal interactions

between their customers and the bank itself.

Weaknesses

Compared to competing banks in the area, First Federal Savings Bank‘s branches close

earlier on Saturdays. Since they close their doors early, they do not get much personal

interaction from those potential customers who might be too busy during the week and

can only come in for personal interactions with bank employees on Saturdays when they

are not busy working.

The lobbies of all First Federal Savings Bank‘s branches all close early during the week

as well. After doing research, certain bank lobbies close as early as 3:00 p.m., which does

not allow people coming home from work to visit the bank before they head home. These

customers miss the opportunity to get a taste of that hometown feel from bank

employees.

As our group toured through the First Federal Savings Bank‘s website, we thought the

bank lacked a modern and interactive touch. After servicing the Huntington community

for so 100 years, the hometown touch does work. We don‘t recommend scraping that

focus by any means, but maybe brainstorming on how to make the website appeal to

some younger customers. First Federal Savings Bank will need a new batch of customers

for the next 100 years. That‘s why now is an important time to reach out to the younger

generation. We offer a few recommendations later on in this campaign plan for the

website on how to reach this younger audience.

To continue with the website in mind, our advertising group also noticed the bank

receives little Internet activity. We saw only one online review for the bank. What‘s the

point in having a website if no one sees it or uses it?

The final weakness our group chose to keep in mind was keeping in mind how the new

Fort Wayne branch will have none of the strengths the Huntington and other established

branches have. This could be a great opportunity to take advantage of the idea of

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revamping the look for the company in order to reach a target market that might not be as

susceptible to the hometown business approach, but more attracted to a bank that can

relate to them on their level.

Opportunities

Since the Fort Wayne target market moves at a quicker pace and most people living in the

city prefer convenience over the hometown approach, this might be an ideal time to

invest in ATM machines in the Fort Wayne area and spread them out throughout the city.

Advertising pieces in the Fort Wayne market should include mention of the availability

of ATM machines.

A second opportunity in our campaign is to target the 25-64 year old market. This

demographic tends to be the age group interested in researching loans in order to buy cars

and homes. Since the younger end of this demographic has not yet been reached and have

not settled on where they would like to bank, this might be the ideal time to gain their

attention by mentioning First Federal Savings Bank‘s array of loan opportunities.

Most of the younger generation also spends a significant amount of time utilizing social

media. These people see what their networks are out doing and can be influenced or

enticed by the recommendations and opinions of their peers. To attract this younger

market, now is the time for First Federal Savings Bank to invest its energy in social

media to begin building relationships with these potential customers. Social media is the

leading channel of communication to gain the attention of this target market.

With the move into the Fort Wayne market, there is more opportunity to reach new

markets and new market segments. The Fort Wayne market might not be as influential

with the hometown touch slogan considering the lead too busy of lives to really allow

that to be a deciding factor in determining where they‘d like to bank. First Federal

Savings Bank could focus their efforts instead on providing quality customer service and

helping people feel comfortable about who is watching their money.

Threats

Competing banks are building stronger customer relationships through technological

means. These competitive banks understand that some customers prefer convenience over

the personal-relationship approach. Since competitors have focused some of their efforts

on implementing emerging technology in their customer outreach efforts, competing

banks are finding clients coming to them for their banking needs. If First Federal hopes to

reach the younger target audiences in Fort Wayne and surrounding areas, they must be

open to the idea of utilizing social media and online tools to reach these audiences.

First Federal Savings Bank will first need to learn various methods and approaches in

using technology. Up to this point, the leadership at First Federal Savings Bank has been

weary of using technology to bring in new customers in fear of losing the hometown

touch. Instead of losing the hometown touch, First Federal Savings Bank might be able to

incorporate their hometown touch approach into any technological endeavors in reaching

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potential customers. These customers might feel just as cared for online as they would

from physically walking into a bank.

C. BANK POSITIONING

Target market selection

For this campaign, we chose to highlight the 100 year celebration of First Federal

Savings Bank, while at the same time, providing them with materials they could use to

continue advertising and reaching new markets to establish a solid foundation of new

customers for the next century.

We developed our advertising campaign to increase brand and product awareness to

children between the ages of 8-12, high school juniors and seniors, parents of those high

school students and college seniors about to graduate. Most of these younger audiences

have yet committed to a bank. We decided it would be best to reach this younger

audience in hopes they would choose to bank with First Federal Savings Bank to

establish a customer base for the next 100 years. Our advertising campaign informs them

of First Federal Savings Bank‘s current celebration of 100 years in the banking business.

Our hopes are these potential customers will associate these 100 years with expertise and

experience. Once they do, they will feel more comfortable about First Federal Savings

Bank and choose to bank there.

For the 8-12 year old market, we decided to focus on promoting the ―Moola Moola‖

accounts offered by First Federal Savings Bank. These young children have started

saving money in their piggy banks, but now can turn that money over to the bank to begin

a savings account. Our hope is these children will want to feel more like adults. If we can

reach this market segment while they are young, they will always be familiar with First

Federal Savings Bank and will choose to bank with FFSB in the future.

As juniors and senior, and even their parents, prepare for the college search process, we

decided to target these markets and promote the loans First Federal Savings Bank offers

its customers. With the high prices associated with higher education, a loan from First

Federal Savings Bank might be what they need to make it to the college of their dreams.

If First Federal Savings Bank does pull through financially for these market segments, the

customer will be satisfied and happy knowing they could go to the college of their choice

thanks to First Federal Savings Bank. Out of gratitude, it is our hope these students would

continue banking with First Federal Savings Bank in the future.

Finally, our advertising team chose to target college seniors about to graduate from

college. These students are about to become adults. They will want to begin looking for

apartments, houses and cars. We want First Federal Savings Bank to notify this market

that they want to help them bring their dreams to life. This market segment also has not

fully committed to a bank yet. If First Federal Savings Bank can satisfy this segment with

their selection of loans, they might be able to retain a few young college graduates for

their future customer base.

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Target market perception

For this campaign, our agency wants customers to perceive First Federal Savings Bank as

a competent bank with experienced staff to help customers with their banking needs.

Their 100 years of existence in the Huntington County market proves First Federal knows

what they are doing and how to provide quality customer service. At First Federal

Savings, customers can feel confident that their money is safe in the hands of the bank.

First Federal Savings strives to focus on the needs of its customers. First Federal wants

customers walking out its doors with a sense of security. The staff at First Federal

Savings goes out of its way to meet and satisfy the needs of its customers. Attention is

focused heavily on the relationship-building approach between bank staff and the

customer.

With the proposed ―Lifetime of Trust‖ campaign, our advertising agency focuses on

providing customers with a bank they can trust. In each advertising medium, we

showcase the importance of building relationships between the customer and the bank to

ensure quality customer service. After being exposed to any advertising medium in our

campaign, we want the target market to find it possible to relate well with First Federal

through the design of each medium. Our advertising pieces touch on ―fulfilling dreams,‖

and ―guaranteeing a lifetime of trust.‖ In this campaign, we also attribute the 100 years

the bank has operated alongside the ―guaranteeing a lifetime of trust‖ slogan.

Campaign slogan:

“100 years of experience guarantees a lifetime of trust.”

Our agency developed this slogan to focus on the milestone the bank has reached within

the Huntington County and the years of service the bank has provided to the Huntington

County community. Since the bank has been around for many years, we correlate

experience with the idea of trust. If the target market knows the bank has operated and

served customers for 100 years, then our hope is customers will want to bank with First

Federal Savings because they think First Federal Savings must know what they are doing.

To inform the target market about the amount of years the bank has existed, our

campaign touches on the three generations of one family who has managed the bank

throughout its existence. We decided to focus on a ―tree theme‖ for our campaign In this

campaign, the tree signifies the amount of growth the bank has reached within the

Huntington community and how they now plan to spread their roots to the Fort Wayne

market. We suggest incorporating the tree theme into all advertising pieces and possibly

even enhancing the current First Federal Savings Bank logo. We think the target market

will relate better to a visual picture of trees growing together and growing further instead

of the current logo of the bank. In all printed advertising mediums and the new, suggested

enhanced logo, we plan to continue incorporating all of the bank‘s current colors into the

advertising materials. If the potential target market sees these colors in the recommended

advertising mediums, we hope these potential customers will associate those particular

colors (dark blue, golden yellow and burnt red) with the bank itself.

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D. COMPETITIVE ANALYSIS

The key competitors for First Federal Savings Bank are:

1) Markle Bank,

2) Lake City Bank based out of Wabash, and

3) First Source, which is a locally-based bank.

Most of these banks are small banks in a similar market position. None of these

banks have social media sites, but do have interactive websites. The only banks that

have social media sites like Facebook and Twitter are the much larger banks.

E. MARKETING COMMUNICATIONS STRATEGY

Brand enhancement

After looking over First Federal Savings Bank‘s current logo, our advertising team felt

the younger target audience that our campaign is trying to reach would be able to relate

well with the current logo. Based off our campaign theme, our advertising team designed

a fresh new logo that will help the target market relate well to the bank and get a sense

for the three-generational history of the bank. We have redesigned the logo with three

focuses. We wanted to reach a younger audience with a fresh look, so we chose a modern

style of trees and brighter colors that we hope will appeal more to the high school and

college student. We placed three trees on the logo to follow the theme of trees and their

capability of growing and expanding — similar to First Federal Savings Bank‘s current

situation (expanding into the Fort Wayne market). Each tree represents the three

generations in leadership at First Federal Savings Bank. In order to preserve the former

First Federal Savings Bank color scheme, we kept the same blue, gold and burnt orange

colors in the design of the new, enhanced logo.

Newspaper advertising

Use the campaign print advertisements to place in college campus newspapers around the

area (Huntington University, IPFW, Grace College, Manchester College, University of

St. Francis, Ivy Tech, Indiana Tech). College seniors will be ready to graduate come May

every year and will need to find a bank to call their own. They also will soon start

looking into loans for purchasing their first home, apartment or car. By showing these

college seniors First Federal Savings Bank‘s loan options, the bank will increase brand

awareness among this target market.

To print one ½ page advertisement (10‖x7‖ – 10‖x10‖) in full color in one issue of one

campus newspaper, the estimated costs ends up being $93. To print one ½ page

advertisement in full color in each weekly issue of all seven campus newspapers during a

15-week period, the cost is $9,765. We recommend running these newspaper

advertisements beginning in January and ending in May as college seniors begin to

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realize graduation is approaching and when they most likely are susceptible to begin

thinking about financial resources for their first house, apartment or car.

Direct mail advertising

Use the campaign print advertisements created for high school students and parents of

high school students to promote college loans and financial assistance offered through

First Federal Savings Bank. These direct mail pieces will specifically be sent to high

school students within the Fort Wayne area. There are 19,343 high school students in the

Fort Wayne school system. This provides First Federal Savings Bank with a plentiful

pool of potential customers to target.

The only way to directly reach this market, as well as their parents, is through direct mail

advertising. First Federal Savings Bank must first purchase a direct mailing list from a

company that specializes in such tasks to find the addresses of who they should send their

direct mail pieces to. Then First Federal Savings Bank will send them the advertising

pieces themselves and wait as the direct mailing company delivers those pieces to the

homes of the high school students. Since the advertising pieces themselves have already

been designed, the estimated cost to print and mail 10,000 5‖x7‖direct mail pieces to a

specific list of people in one geographic area costs $8,000. For this campaign, we

recommend printing and mailing these direct mail pieces once per month beginning in

April and ending in June. Since most high school seniors begin receiving financial aid

packages from their university‘s during this time, this is the ideal time for First Federal

Savings Bank to promote their financial resources to this target audience. This process

will last through June right up until the very last minute before college seniors are still

trying to figure out finances to pay for college before school begins. The total cost for the

duration of this time period would cost an estimated amount of $48,000.

Billboard advertising

To continue reaching high school seniors and their parents in other advertising means,

Advantage Advertising recommends First Federal Savings Bank invests in billboard

advertisements in the Fort Wayne area. The bank should use the printed advertisements

on all billboards through a six-month period. This medium will be more effective at

reaching both target audiences. High school seniors and their parents drive passed

billboards on a daily basis. We recommend strategically placing three billboards in

specific areas every month for a six month time period beginning in February and ending

in July when most high school seniors begin receiving financial aid packages from the

university‘s they plan on attending. These seniors will need to find a bank that can help

them finance the difference of the remainder of the tuition.

We recommend placing advertisements in these areas during each of the following

months:

February:

E. Washington Blvd. just west of Monroe Street in Fort, Wayne

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Main Street, @ Clay Street ES Fort Wayne

W. Superior St. of S. Wells St. (Downtown) Fort Wayne

March:

2250 W. Jefferson Blvd. Fort Wayne

U.S. 30/24 JCT US 30 Bypass Fort Wayne | Effective daily circulation: 29,294

E/S I-69 Illinois Rd-SR 14 Fort Wayne

April:

E/S 3610 N Clinton S/O Coldwater Fort Wayne

N/S SR930 (235 E Coliseum) .5 M/E Lima Fort Wayne

W/S US-27 N Clinton .3 N/O 4th

Fort Wayne

May:

US 30 1 M E/O JCT US 33 Fort Wayne | Effective daily circulation: 46,371

E/S 1-69, 1 M/N US 30 Fort Wayne

SL Coliseum Blvd & SW/C US 30-1 Fort Wayne

June

S/L L Huntington & W. Bluffton Rd-1 Fort Wayne

S/S US 30, 3 M/W I-69 Fort Wayne

W/S I-69 .5 Mi S/O Coldwater Rd. Exit Fort Wayne | Effective Daily Circulation:

43,580

July

W. Washington Center Rd. at the I-69 overpass Fort Wayne

E/S I-69 .5 M/S I-469 N Fort Wayne

W/S I-69 .5 M/S Coldwater Rd. Fort Wayne

The cost to produce one billboard bulletin costs an estimated $1,200 per unit. In order to

print 18 billboard bulletin, the cost comes to $21,600. To rent 18 spaces to display each

billboard bulletin over the course of the entire campaign would cost $36,900 in the Fort

Wayne area.

Radio advertising

With the radio commercials, we chose to target 3 markets: 1) college students, 2)

children between the ages of 6-12, and then a broader commercial to span the

demographics and highlight the 100 year celebration of the bank.

With the commercial aimed to the college students, we wanted to attract high school

seniors who are in need of loans to pay for college. We chose this target market

because we identified the high school-aged demographic as a demographic that could

become potential customers down the road once they find satisfaction through their

experience with First Federal Savings Bank. This focused goal to target younger

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audiences allows our campaign to begin building the necessary relationships First Federal

Savings Bank will need to begin building for the next batch of customers for the next 100

years. We think high school seniors would most likely need to find a bank they can trust

to assist them in finding a loan to pay off the remainder of their college tuition. The

advertising campaign we offer will provide a profile story about a former high school

senior who was able to attend the college of her dreams after she went through First

Federal Savings Bank and received a loan. Once they come to First Federal Savings Bank

and realize how helpful the staff is, they might come back as a loyal customer for all of

their future banking needs.

The commercial aimed to young children is a great opportunity to get new customers

through the door. The goal is to attract kids to the ―Moola Moola‖ accounts. Once they

become a customer with First Federal Savings Bank, they might remain a customer with

First Federal. In order to do this, we targeted the parent‘s of these children. The radio

commercial will grab the attention of the parents, which is why we run the commercial on

a ―mix‖ radio station. If they hear the commercial and how resourceful First Federal

Savings Bank‘s ―Moola Moola accounts‖ are, they should be more accepting towards the

idea of attending the bank‘s summer end-of-school kick off party. The more times we

play the radio commercial, the more successful the event will be, and the more successful

the bank will be.

The final commercial will target a broad audience, which is why it will be run on WMEE

and a ―mix‖ station. This will highlight the 100 year celebration for First Federal Savings

Bank. It will allow current customers to celebrate with the company and give non-

customers ideas about how competent and experienced First Federal Savings Bank is the

banking business.

Television advertising

For the television commercial, our ad features a married couple packing their car for a

family vacation. The couple realizes their current car is too small and does not offer

enough trunk space. They then decide to use their new van for their vacation. The same

van they purchased through their loan they received from First Federal Savings Bank. In

the commercial, this family is only able to take their vacation with the van. Had it not

been for First Federal Savings Bank, they would not have been able to go on vacation and

build the memories from that vacation. The commercial highlights First Federal Savings

Bank‘s current mission of being in the dream-fulfillment business.

The commercial includes green screen shots of the family in front of the white house,

the Golden Gate Bridge, the Grand Canyon, Stone Mountain, and the Statue of Liberty.

The concept of the commercial is that a customer never knows what they may need a loan

for, but if they need a car loan or a personal loan for vacations and such, First Federal

has the loan specifically for them.

The second television commercial will be a sketch commercial. The commercial begins

with a seed being dropped on the ground. The voiceover during this portion talks about

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when First Federal Savings Bank first opened its doors and how they served their

customers. The next frame shows the beginning stages of the seeds development into a

tree. During this segment, the voiceover talks about how First Federal Savings Bank has

grown and become such a success in the Huntington County area. The final frame depicts

a fully grown tree. The voiceover will talk about how First Federal Savings Bank now

plans to expand into a much larger market through the idea of extending roots similar to

how trees do. The large tree will then fade out, and as it does, the enhanced brand logo

will take its place to conclude the television commercial. The voiceover during this

segment will encourage viewers to come to First Federal Savings Bank if they are

looking for a new bank.

Public relations event

On the second Saturday of June, our advertising campaign recommends throwing an end-

of-the-school-year party for children between the ages of 6-12. These children and their

families will be invited to come down to the main branch in Huntington and the new

branch in Fort Wayne. This event will be called 3-G Day. Just as First Federal Savings

Bank has existed for three generations, children can bring their parents and grandparents

(3 generations) to attend this party and learn about the bank while at the same time

playing games, creating crafts and enjoying inflatables. The First Federal Savings Bank

staff will work the event and during their interactions with attendees, they can

recommend parents and children look into starting a ―Moola Moola‖ account with the

bank. If First Federal Savings Bank can persuade enough people, they will reach a

younger target market who has not yet committed to a bank yet. This event is meant to

encourage attendees to choose First Federal Savings Bank as the bank that will satisfy all

of customers‘ banking needs.

To tie in with our campaign highlighting the growth of trees and how that correlates with

the growth of the bank, children will learn all about trees, geneology and history. We

chose these three aspects to put emphasis on the fact that our bank has a solid familial

history just like a tree that is founded in the earth. The point of this event will be to make

children aware of the importance of family, history and nature — in the hopes the

attendees will make a connection between the importance of investing in generational

bonding and making a heuristic connection between family and bank.

Children will be encouraged to bring in their parents and grandparents, to emphasize the

idea of 3 generations, just like our bank is a 3-generational bank. Families will enjoy

lessons and crafts that will be available, which will focus on different types of trees, how

trees help people and animals, and how trees are beneficial. These crafts and projects can

include creating their own family trees with their parents and grandparents, learning and

tracing various types of tree leaves,etc.

Also available during the party will be faceless photo booths from various time periods

with which families can take pictures. A trivia game will be planned and organized,

where family teams can participate and compete against one another. Trivia questions

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will focus on common historical events which kids will have learned in school, providing

them a chance to ―show off‖ to their parents and grandparents.

Story time will have various people dressed as true historical characters who have been

helped by this bank. They will tell their life stories and money struggles, after which a

discussion group within each family will be prompted. Questions will be provided that

will allow parents and grandparents to pass on financial wisdom that can be taken away

from the life story told, or even their own.

Another important component of this public relations campaign is establishing a new

spokesperson for the ―Moola Moola‖ accounts that young children can relate to. She is a

cow, and her name is Miss Moola. She will be walking around getting pictures with

children, joining them in craft-making and other events and helping with the trivia game.

The bank may also send Miss Moola out into the community during summer festivals,

and hopefully make the connection that Miss Moola is a physical symbol of the Moola

Moola accounts offered at First Federal Savings Bank. Miss Moola will provide a

physical presence for the bank out in the community.

On this same day, children up to the age of 11 years old can come in and get their first

savings account with 5 ―moola‘s‖ already placed in the account. They will also receive a

tree seed packet which includes seeds, a pot and soil. They will be encouraged to take

their ―Moola Tree‖ home and plant it, water it and watch it grow. Our slogan for this

portion of the public relations campaign will state, ―Money may not grow on trees, but

this tree grows with my moola!” These trees will represent a physical form of their

―Moola Moola‖ account, making it easier for kids to visualize their account. Both the tree

and account will grow together. Children will also receive a free t-shirt if they start a

―Moola Moola‖ account. The design for the t-shirt has Miss Moola on it. If students wear

these t-shirts, this will provide the bank with an opportunity to increase brand awareness

among the community.

Every year on the second Saturday in June (or graduation day/last day of school, if they

are unable to make it on the second Saturday), students will be encouraged to bring a

picture of them in front of their ―Moola Tree,‖ as well as their report card, to the bank.

During the month after school ends, all the pictures will be pasted up around the bank for

people to see. Some banks may choose to have a tree silhouette on one wall and hang the

pictures from it. If a student has all A‘s and B‘s on their grade card for the entire year,

they will get $5 put into their ―Moola Moola‖ account. Students with good grades will

enjoy showing off their success to their grandparents. This will encourage studious

behaviors, making a connection between bank and success for grandparents, parents and

student.

We will advertise for this event in Huntington and Fort Wayne area newspapers with

news releases. We will also send Miss Moola around to various community events such

as Heritage Day, the Three Rivers Festival and so-on to increase brand awareness among

the community to increase traffic in the bank.

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Website enhancements

To increase traffic to First Federal Savings Bank‘s current website, our advertising team

suggests creating a blog section of the website. Each blog will be written by a member of

the bank‘s staff regarding topics people need to be aware of when dealing with finances,

loans, etc. This will educate younger audiences who might not necessarily understand

how they should manage their finances. These blog posts will also allow staff members to

directly contribute to the lives of the bank‘s customers continuing that hometown touch

crucial to First Federal Savings Bank‘s success so far.

Our team also recommends asking customers who have been served by First Federal

Savings Bank through approval of loans or employee consultations if they would be

interested in providing testimonial profile stories about their unique experiences with

First Federal Savings Bank. These profile stories could then be posted to the bank‘s

website in place of their ―reviews‖ section, so potential customers could get a feel for

current bank customers‘ experiences with First Federal Savings Bank.

F. BUDGET

TV

Total Cost of running all commercials: $5,000.00

Total Cost of Production: $1,500.00

Total Cost of Television Projects………………………………..$6,500.00

Radio

Total Cost of running all commercials: $8,124.00

MOOLA MOOLA RADIO COMMERCIAL

Run Time: Spring (April and May)

Run Cost: $100 (6 am-7pm) $30 (7pm-6am), $60 (Saturdays) $40 (Sundays)

Run Slots: 3 times a day (7pm-6am), 3 times on Saturday, 3 times on Sunday. 9

weeks = $6,750

Run Spot: WMEE 97.3

Total Cost of Production: $600.00

COLLEGE LOAN COMMERCIAL

Run Time: February-March

Run Cost: $100 (6 am-7pm) $30 (7pm-6am), $60 (Sat days) $40 (Sun days)

Run Slots: 3 times a day (7pm-6am), 3 times on Saturday, 3 times on Sunday. 9 weeks

= $6750

Run Spot: WMEE 97.3

Total Cost of Production: $600.00

Total Cost of Radio Projects……………………………………$8,724.00

Print

Total cost of gaining rights to use print piece pictures: $100

Total cost of college newspaper ads: $9,765.00

16

To print a ½ page full color advertisement in one issue of a campus newspaper costs

$93.

To print one ½ page advertisement in seven campus newspapers during a 15 week

time period costs $9,765.

Total cost of Fort Wayne area billboard bulletins: $36,900

The cost to produce one billboard bulletin costs an estimated $1,200 per unit. In

order to print 18 billboard bulletin, the cost comes to $21,600. To rent 18 spaces to

display each billboard bulletin in the 18 recommended locations over the course of the

entire six-month campaign would cost $36,900 in the Fort Wayne area.

Total cost of direct mail pieces: $48,000

To print and mail 10,000 direct mail pieces, the cost comes to $8,000. To print 20,000

direct mail pieces during the three different distribution times costs $48,000.

Total cost of print advertisements………………………………$94,765

Public Relations Event

10 extra employees/branch at $8/hr for 8hrs 640.00/branch

Estimated 100 children total $5 new account 500.00/branch

Photobooths 200.00/branch

1,000 11‘ ballons 100.00/branch

Cow Costumes 146.29/costume

Miss Moola mascot handler $1,000 (8 community events

and 2 ThreeG events)

Tree Seeds $597.00/300 seed kits

Tshirts for 100 students $500.00/branch

Craft supplies $200.00/branch

Total cost of Public Relations event……………………………. $8,169.58

Total cost of 100 Years Campaign for 2012……………………………..$118,158.58

G. CAMPAIGN SAMPLES

The old bank logo felt unrelatable to our group for the target market we are trying to

reach. We decided to enhance the bank‘s logo working from the theme we developed for

our campaign.

17

These advertising print pieces would be used to promote loans for cars and houses towards

college seniors through campus newspapers.

18

The following advertising print pieces would be used to promote college loans from First Federal

Savings Bank to high school seniors and their parents through direct mail pieces and billboard

advertising.

19

20

21

The following advertising print piece would be sent to children between the ages of 8-12 through

either the school systems or direct mail as a promotion piece for the proposed public relations

event described previously.

These brown bags would be examples of what would be given to elementary school students at

the end-of-the-school party hosted by the main branch in Huntington and new Fort Wayne

branch. Each bag would consist of a pot, soil and seeds for the students to begin growing their

―Moola tree.‖

22

This would be the recommended costume design for the new mascot for the ―Moola Moola‖

account. Miss Moola would be used to create a physical presence or a symbol young children

could associate with First Federal Savings Bank. Miss Moola would be sent to various

community events throughout the summers to increase brand awareness.

23

These are the t-shirt designs for the t-shirts First Federal Savings Bank would offer to students

who attended the event and started a ―Moola Moola‖ account.

24

This is a sample press release of the proposed public relations event to be distributed to

newspapers in the Huntington and Fort Wayne market.

Bank to reward students on grades

FOR RELEASE, May 25, 20

HUNTINGTON, IN— First Federal Savings Bank will celebrate 100 years of service June 8 by

celebrating end-of –the-year grade completions. The event will emphasize a combination of

family, history and trees.

The event, scheduled to take place outside the main branch in Huntington and outside the new

Fort Wayne branch, will make children aware of the importance of family, history and nature.

―We hope to invest in generational bonding between children, parents and grandparents [Insert

similar quote from Mike Zahn here], just like my father and grandfather invested in me,‖ said

FFSB president Mike Zahn. Zahn is a third-generational president at First Federal Savings Bank.

Children are encouraged to bring their parents and grandparents to the event.

Families will enjoy lessons and crafts, which will focus on different types of trees, how trees

help people and animals, and what all trees can be used for. A trivia game will also be provided,

which family teams can participate in and compete against other families. Trivia questions will

focus on common historical events.

First Federal Savings Bank has also planned for a story time during which various people

dressed as true historical characters will tell how they have been helped by the bank. They will

share their life stories and money struggles, after which a discussion group within each family

will be prompted. Questions will be provided to allow parents and grandparents an opportunity

to pass on financial wisdom to their children.

Children up to the age of 11 years old can attend the event and receive their first savings account,

also known as a ―Moola Moola‖ account, with five dollars already placed in the account. Once

they sign up for an account, they will also receive a tree seed packet, which includes seeds, a pot

and soil. They will be encouraged to take their ―Moola Tree‖ home and plant it, water it and

watch it grow.

―This tree will represent a physical form of their ‗Moola Moola' account, making it easier for

kids to visualize their account [insert similar quote by Mike Zahn],‖ said Zahn.

# # #

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POTENTIAL RADIO ADVERTISING COMMERCIALS

Example 1

I WAS A SENIOR IN HIGH SCHOOL, AND I WANTED TO GO TO COLLEGE, BUT I DIDN’T THINK IT WOULD

BE POSSIBLE.

I HAD THE GRADES I NEEDED, BUT EVERYWHERE I LOOKED WAS JUST TOO EXPENSIVE.

I WAS ALREADY WORKING 2 PART TIME JOBS, AND THE SCHOLARSHIPS HAD STOPPED COMING IN. I

DIDN’T KNOW HOW I WAS GOING TO BE ABLE TO AFFORD SCHOOL.

I WAS WORRIED I WOULD BE LEFT STRUGGLING TO FIND WORK FOR THE REST OF MY LIFE.

THEN I FOUND FIRST FEDERAL SAVINGS BANK.

THEIR FRIENDLY STAFF HELPED ME FIND A WAY TO MAKE MY COLLEGE DREAM A REALITY.

THEY WORKED WITH ME TO FIND EXACTLY WHAT I NEEDED TO MAKE MY DREAMS COME TRUE.

THREE GERERATIONS OF BANKING HELPED MAKE THIS FIRST GENERATION COLLEGE STUDENT A

GRADUATE.

THANKS FIRST FEDERAL.

Example 2

ARE YOU LOOKING FOR A WAY TO TEACH YOUR KIDS ABOUT THE VALUE OF A DOLLAR? COME OUT TO

FIRST FEDERAL SAVINGS BANK ON SATURDAY JUNE 9TH AND DO JUST THAT. MOOLA MOOLA ACCOUNTS

TEACH CHILDEREN 11 AND UNDER ABOUT THE WORLD OF MONEY AND SAVINGS. EACH DEPOSIT FOR 3

DOLLARS OR MORE GETS THE KIDS LOADS OF PRIZES FROM POSTERS TO PENCILS AND GAMES AND

EVEN FUN EVENTS LIKE SKATING AND HALLOWEEN PARTIES. THE KIDS GET THEIR REWARDS AND YOU

GET THE KNOWLEDGE THAT YOUR KIDS ARE LEARNING HOW TO SAVE MONEY. BRING YOUR KIDS TO

FIRST FEDERAL SAVINGS BANK FOR A SUMMER KICK OFF EVENT JUNE 9TH TO START THEIR FREE MOOLA

MOOLA ACCOUNT AND GET THEIR FIRST PRIZE.

FIRST FEDERAL SAVINGS BANK WHERE 100 YEARS OF EXPERICENCE, GUARANTEES A LIFETIME OF TRUST.

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H. CAMPAIGN SCHEDULE/CALENDAR

2012 Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec.

Radio

Moola Radio Spot

Three Gen. Radio Spot

H.S. Senior Radio Spot

Television

Tree Television Spot

Car Television Spot

Public Relations

3G Event

Print

College Newspaper

Bilboard

Direct Mail Pieces

Price breakdown by month:

January $1,953

February $3,307

March $19,307

April $20,057

May $20,057

June $9,273.58

July $2,104

August, September, October $0

November $1,000

December $1,000