citizens bank plans book

8/21/2019 Citizens Bank Plans Book

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Marketing Campaign Conceptsfor Reaching an Agriculture

Target Audience

PRESENTED BY EARLY OWL ADVERTISINGNORTHWEST MISSOURI STATE UNIVERSITYSPRING 2014


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Table of Contents

Situational Analysis ...................................................................4-5

Target-Market Prole ................................................................6-7

Primary Research and Campaign Objective ..........................8-9

Content Strategy & SEO ......................................................... 10-11

Creative Strategy A: More Than Money ............................ 12-17

Creative Strategy B: Time ....................................................18-21

Sales Support Materials ........................................................22-23

Heart of America Tractor Cruise ...........................................24-25

Social Media ...........................................................................26-27

Text Alerts .................................................................................... 28

Usability ........................................................................................ 29

Media Strategies .................................................................... 30-31

Resources ......................................................................................32

Budget ............................................................................................33

Group Members and Acknowledgements ................................35

Early Owl AdvertisingAdvanced Advertising Strategies is a senior-level course at Northwest

Missouri State University that allows students to have a real grasp of

the advertising agency atmosphere because the class is really run like

a business, not a college class. And in the Spring 2014 term, our sole

client was Citizens Bank & Trust. This plansbook, and accompanyingappendix, are the results of our semesterlong work.

The class gathers students from a cross-section of majors to cover

every job or department in an advertising agency. The rst day of

class, we decided to name our agency Early Own Advertising, because as we tried to plot

our schedules, we immediately realized that half of us are early birds and half night owls!

Since then, weve worked day and night to fulll the clients needs and goals.

For more information about this course, visit www.AdvAdv.blogspot.com


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Situational Analysis

Citizens Bank & Trust is a 125-year-old, com-

munity-based, full-service nancial institu-

tion that has grown to 24 branches located in

Northern Missouri, Kansas City and St. Louis.

Though Citizens provides services including

commercial and private banking, wealth man-

agement, trust services and insurance, our

overall goal for this campaign is to focus on

agricultural loan products.

The business of farming has changed

dramatically since Citizens rst opened its

doors in Chilocothe, Missouri. Just in the

past 30 years, farm income has grown almost

150%. Farmers have good cash reserves, and

especially now, a valuable commodity: realestate. These sources of wealth allow farm

loans to remain steady and outperform other

types of loans.

Agricultural loans allow farmers to have a

ghting chance when they are struggling,

especially since farming equipment is so

expensive, loans are often the only way to keep

a farm aoat.

Lenders are just as important to farmers

as cooperative weather.

This, coupled with the fact that cropland values

in the Midwest have been rising dramatically,

means that agricultural loans have been rising,

as have the performance of these loans, putting

agricultural banks in better position than some

small banks.

Lower interest rates on farm loans helped

sustain farm lending during the third quarter

of 2013. These lower rates can be contributed

to competition between lenders, a strong farm

economy, and solid loan repayment. The risein farmland values helped support farm real

estate nancing, while the high production

costs increased the demand for farm operating

loans. These two conditions kept farm loans at

a steady level during 2013.

Banks would like to give out more farm loans

since they have a high percentage of funds

sitting around due to strict loan restrictions

Longevity: 125 years as a rural bank High retention rate: 98% of their cus-tomers stay with them and only 2% oftheir clients switch banks or close theiraccounts. Community ties. Citizens is highlyinvolved in the communities where it

operates. High email open rate percentage: 40%. Current state of the farm economy. Costof farmland is increasing and crop pricesare reaching the end of a ve-year boom. Building strong relationships withfarmers in the region through the ag loanocers.

Strengths Weaknesses

Misconception of Citizens not being anagricultural bank. e target audience doesnt change banksvery oen. e long process of getting a loan approved. Geographical dispersed target audience andfew ag loan ocers to reach those clients.

Lack of a consistent selling strategy or ap-

proach. All ag loan ocers are dierent. e main client prospecting pool is refer-ral-based. Can limit opportunities for secur-ing more ag loans. Website lacking of agricultural image, orga-nization, design, and URL structure. Mobile site is non-existent.


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and the fact that agriculture has been so

protable, diminishing loan demand.

Though Citizens has a strong history in the

Northwest region of Missouri, they also have a

strong competitor when it comes to agriculturallending: Nodaway Valley Bank. Nodaway

oers similar loan packages, but has been in

business 146 years. They are currently running

advertisements based on their time-honored

values and trust, as well as running specic

agricultural-focued billboards in the region.

But, with Citizens recent focus on agricultural

loans, several loan ocers have been able to

pitch more loans to area farmers. Specically,

Dave DeShon and Staci Baker are building

Citizens trust with farmers as they meet with

community members.

Our goal for this campaign will be to

build on the trust that DeShon and Baker

have established.

Farmers require that their bank lenders know

the farming business. They are proud of their

farms that their families have spent generations

building. They are a loyal group, and rarely

switch banks. But their choice of bank depends

on relationships, not on interest rates.

The nature of farmers as a target audience

for a marketing campaign means they are

geographically hard to reach. Theyre dispersed

throughout the countryside where no single

newspaper or magazine can reach them. Thats

why within this report youll see we use the best

means to reach farmers using the best possible

media vehicles, and reaching them at the best

possible times.

Well be taking Citizens strongest assets,

especially its community bonds, and ensure that

farmers know not only that were there for them

when they need us, but that weve been here for

them for 125 years.

To that end, weve developed two dierent

advertising campaigns that will help position

Citizens Bank & Trust as a rural bank with astrong presence in the farming communities of

the northwest Missouri region.

Throughout this report, we have summarized

the key elements of our campaign that show

how to deliver ag messages to the farmer.

Threats

Opportunities Building even stronger community ties.Brand Citizens image as a community-mind-ed ag bank. Sponsor farming-related events. 125th anniversary event as reminder of thelong presence of Citizens in farming com-

munities. Build image as agricultural-focused. Place ag-focused messages in traditionalmedia, reaching farmers in media they arefamiliar with. Take advantage of social media to proveagricultural credentials of bank and loan of-cers.

Direct competitors: Nodaway Valley Bankand Farm Credit Services.Nodaway Valley Bank is currently advertis-ing to farmers in Citizens territory. e negative feeling some farmers havetowards banks and loans. e constant change of the agriculturallandscape and the weather


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Target Market Prole

The target audience for this campaign is

farmers who need agriculture-focused loans

who live near Citizens Bank & Trust rural

branch locations in Northern Missouri and

Eastern Kansas. These farmers believe that

their profession is a lifestyle and that it isnt foreveryone. Farming is in their blood and they are

very proud of the fact that they provide the food

for the rest of the country.

The target lives in an area that is reachable by

an agriculture loan sales representative from

Citizens Bank and Trust and is close enough to

a branch location where they can conveniently

use Citizens banking services. In general,weve learned that, although there are several

Citizens employees who can handle farm loans,

most seem to fall to two lead ag loan ocers:

David DeShon and Staci Baker. Their respective

territory is indicated on the map shown here.

Since the main

responsibility

of selling

agricultural loansfalls to these

two ocers, we

have focused our

entire campaign

around the

territories they cover. More detail on how we

reach farmers in this area is covered in the

Media Strategies section of this book, and in the

Appendix.

The typical farmer in our target area is male,older than 40 and operates a farm larger

than 100 acres. They are very proud of their

profession and appreciate anyone who

understands it and wants to talk about it.

When it comes to a banking relationship, these

farmers tend to stay with the same bank for

a very long time and they value a partnership

with their loan representative. They wantto work with a bank that understands their

situation and works with them, rather than one

that just looks at the raw numbers and ends a

relationship if prots are too low. Trust is a key

factor in retaining the targets business.


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Farmers tend to stick to traditional media sourceswhen searching for information on agriculutralproducts and services, including weather. esetraditional media sources include Television, Radio

Buisness Magazines and Newspapers. In addition tothese traditional sources farmers rely on iphone andandroid apps to check the weather on their phoneswhile they are in the eld.

Our Target

Male Farmers, 45-64+

Main Decision MakerKids in College and/or

Son is Inuencing Decisions100-500 Average AcresLives in CB&T Region

Farmers Prefer Traditional Media

Sources: NAFB: National Association of Farm Broadcasters;Successful Farming


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Primary Research

Source: 2014 Early Owl Primary Research

To eectively help position Citizens Bank andTrust as an agriculture bank, Early Owl neededto gain a better understanding of the clientsthat were being marketed towards. To do thisEarly Owl conducted primary research. For

this primary research an anonymous survey ofabout 15 questions was constructed in hopesof learning the target audience and what isimportant to them in regards to banking. Thissurvey was then distributed to individualswho visited the Maryville Coop as well as at

a Nodaway County AgriLeaders meeting. Inaddition the survey was available online and thelink to the survey was posted in several placesboth through the internet and around the city ofMaryville. By the end 53 individuals had given

responses to the survey allowing Early Owl tohave a better grasp on the target audiencesprole as well as their feelings towards banks.This information was then used to help ensurethat the campaign was constructed with theclient in mind.


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Campaign Objective

Our overall goal for all elements presentedhere is to establish Citizens Bank & Trust asa rural bank that takes pride in the farmingcommunity, and to instill in farmers a sense

of trust and security.

Source: 2014 Early Owl Primary Research


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Content Strategy and SEO

To establish CB&T as an agricultural bank, we

started with the ebankcbt.com website, where

we recommend you build an entire content

area dedicated to agriculture. We recommend

you house this content at www.ebankcbt.com/

farm, and in fact, our advertising messages willreference this address.

The idea is to prove to farmers that Citizens

is an ag bank. We cant just do this with

advertising alone, we need to be sure that

farmers see rst-hand that Citizens knows

agriculture. Your loan ocers prove this every

time they meet a potential customer, but your

website needs to do the same.

The screenshot below shows the home page of

the Farm section of the website. We recommend

contracting out content related to commodities,

weather and farm news. And, of course,

feature prominently Citizens agricultural loan

oerings.

A complete outline of our content strategy is

located in the Appendix

version of our campaign.

This content actually serves dual

purpose: First it establishes Citizens

as an agricultural bank; and second, it

serves to help the web site rank better in

Google search results, which is a process

called Search Engine Optimization.

The more content thats focused on farming

and agriculture, the more likely that Google will

list ebankcbt.com/farm on results pages when

farmers are looking for agricultural banking

information. Good search engine results page

ranking will allow farmers in the area to nd the

Farm pages more easily and nd information

regarding agriculture loans.

In short, Google sends more trac to pages

that have a lot of good content that is updated

regularly. The best way to do this is to have

a mix of news feeds, such as weather and

commodities, as well as custom-written

agriculture news.

Te home page of

a Farm content

section that will

feature news,

weather and

commodities

updtes.


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There are other ways to ensure that these Farm

pages rank high on search engine results pages.

For example, content that engages users is

more likely to rank higher. For that reason,

we recommend adding social sharing tools to

the content. And, well be promoting the sitesagricultural content in our social media plan,

which is coming up later in our campaign.

Another important ingredient for ranking high

in search engines is to put important words in

imortant places on the new Farm web pages. We

recommend that you focus on farm bank, farm

credit and farm loans as the top three phrases

to include in your new Farm section. Our research

found that the word farm is searched far more

frequently than the word agriculture, and thats

why you see that word in many key locations

in the mock-up here. Again, our full report in the

Appendix provides much more detail on how to

optimize your site for search engines.

Our goal is to ensure when a farmer searches

for farm loans in Google, that he nds Citizens

Bank & Trust rst, and in the example below,before he nds Bank of America!

Once the Farm pages are easy to nd and provide

relevant content to its readers, CB&T will be one

step closer to repositioning itself as an agriculture

bank.

Our goal is to have ebankcbt.com rank No. 1for the key phrase farm loan, ahead of Bank of

Americas ranking.


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Campaign: More Than Money

More Than Money: Farmers do what they do for more

than simply a paycheck, and Citizens Bank

and Trust understands that farmers have

much more to worry about than theirnances.

This campaign uses empathy as

a message strategy. It works to connect

with farmers on their level. By positioning

Citizens Bank and Trust as a bank that

handles more than money, they can

relate to farmers who do what they do for

more than the paycheck. The campaign

tag line also rings true in the sense

that farmers have much more to worryabout in a typical day than just money.

By emphasizing that Citizens ocers

understand the busy schedule of farmers

and realize that there is more than money,

it makes them seem less like just a banker

and more like a resource or tool.

BranchSingage


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Billboards


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Campaign: More Than Money

Print Campaign


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More Than Money

Mobile Banner Ads


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Magazine Insert


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Campaign: Time

Time: Citizens Bank and Trust has been

growing and evolving right alongside farms

for 125 years. This rich history is unique and

important to farmers when they look for a bank

that understands the ever changing industry of

farming.

This campaign uses heritage as a

message strategy by informing farmers of

Citizen Bank and Trusts long history. In our

campaign, we show that knowledge, innovation,

and growth all take time. With its 125 year

history, Citizens Bank and Trust has a strong

understanding of these three qualities. The

campaign uses antique imagery contrasted with

new imagery of farm scenery and equipment to

convey the sense of passed time. By highlighting

the banks rich history, we are able to encourage

trust between potential borrowers and the bank

loan ocers.

Billboards


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Print Campaign:


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Campaign: Time


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Sales Support Materials

Through our conversations with Staci

and Dave we learned that personal interaction

is key when it comes to perspective clients.Citizens Band and Trust currently uses a lovely

box of cookies to help get their foot in the door

when it comes to approaching people. Early

Owl would like to expand on this by oering

two other promotional tools that may have

a greater chance of being kept around. First

is a wicker basket that has a linin lining and

has a Citizens Bank and Trust name plaque

fashioned to the front. This basket will allow the

agriculture ocers to put any items that would

be benecial in it and the basket itself can be

re-purposed by the client. The second tool is a gallon water jug with the company logo on

the side. The jug can be lled with various items

as well and then it is our hope that it will be

reused several times by the farmers. With these

two items it is our goal to give the loan ocers a

way to approach prospective clients and provide

items that have the potential to stay around for

a longer duration.

Promotional Materials

These baskets would beused by loan ocers todeliver cookies, candy orany other items that mayhave been used in thecurrent cookie box.

This water jug is analternative to the cookiebox and basket that can be

used to bring to farmers. Itis designed to keep CitzensBank in the forefront ofthe targets mind.


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After speaking with Dave and Staci it

was obvious that the rst interaction with a

perspective client is crucial and a business card

is an essential part of this. We oer two newbusiness card alternatives.

We have created two envelope style

handouts that t into the all important shirt

pocket. In both versions the envelope the

client will nd a card with a scenic picture on

one side and the loan ocers information on

the back with room for the ocer to write a

personal message. Also in the envelope the

client will nd either a Citizens Bank and Trustair freshener or a customized Citizens Bank and

Trust seed packet.

These two items are intended to help the

loan ocers grab/keep the attention client as

well as have a longer duration.

Expanded Business Card Concept


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Heart of America Tractor Cruise

We recommend that Citizens becomes moreinvolved in the rural and farming community

by participating in certain community events

that are popular with farmers. These events can

include tractor cruises, county fairs and events

with classic tractor shows. By donating time

and money to these events Citizens will begin to

position themselves as an ag bank and as a bank

that is invested in the rural community.

Annual Heart of America Tractor CruiseWe met with members of the Heart of America

Tractor club and discussed ideas and have come

up with a list of ideas of ways that Citizens

could contribute to the event.

The following is a list of things that both

Early Owl and the Heart of America Tractor

club believes would be an eective way of being

involved with the event.

Citizens would oer volunteers for all the promotional events like the pedal tractor rae,

pre registration, pancake breakfast and help during the actual event at the morning

breakfast, at the BBQ supper or even at the stops along the route. Citizens volunteers

would be encouraged to wear Citizens branded shirts, and we recommend not dressing

up too much.

Citizens could donate a certain amount of money to the various charities that the Tractor

Cruise supports.

The Heart of America would allow Citizens to donate branded items to the event like

water bottles, and hand fans as well as have items and handouts in the packet that goes

out to all of the registered tractor cruisers.

We recommend that Citizens bid on and purchase items at the auction at the end of the

event. Specic items that are purchased, like a quilt, could then be displayed in various

branch lobbies in the target area.

EventSponsorship


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To establish CB&T as a rural bank, we

have decided the bank needs to sponsor the

Heart of America Tractor Cruise. To promote

this event, CB&T will have a Tractor Parking

Only sign in the parking lot in the Maryville

and St. Joseph locations with a small tractor

parked there, starting the week before the event

and ending the day after the event. Tractor

Parking Only signs will be used at the Heart of

America Tractor Cruise as well. We will give one

to each of the tractor drivers as a gift.

Branch Tractor Parking Promotion


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Social Media Plan Based on the preceding analysis, along

with our target market research, we believe

the primary social media outlet for Citizens

Bank & Trust should be Facebook. This seems

to be the one social media site that is most

common among farmers, and CB&T alreadyhas a presence there. The media team is

recommending buying ads in Facebook to send

messages to the hard-to-reach, rural farmers.

Collectively, we can concentrate several

marketing goals toward Facebook.

Citizens Bank and Trusts existing Facebook

page will be used to help establish it as

an agriculture bank. We have prepared

recommendations as to how best to approach

this goal, starting with purely agriculture-

related posts. Providing market prices and

weather reports are essential to show that we

understand farmers. By focusing solely on the

agriculture aspect instead of the ag lending

aspect, CB&T will build the trust-base they need

to communicate with the farmers.

Citizens Bank and Trust is already active

in communities, but to ensure that it is reaching

the agricultural communities in the targetarea, we recommend posting about events that

pertain to farmers. The tractor cruise is an

excellent way to reach farmers and by posting

about it on the Facebook page, we can show that

CB&T is an agricultural bank without plainly

telling them that it is.

We recommend getting Staci Baker

involved in the process of establishing Citizens

as an agricultural bank on Facebook. Baker

would post on her personal Facebook page.Photos of her on a farm, and posts about her

involvement in the tractor cruise would be

a great way to show that she understands

farmers. Baker is involved in several farming

communities, and therefore knows a lot of

people. Through her posts, Baker would not be

seen as a loan ocer, but as a friend. A personal

prole of the loan ocers would give a brief

history of their knowledge of farming and would

begin to build a trust with them as people rst

and bankers second. Farmers need trust in the

person they do business with, and this is a great

way to lay a foundation for the loan ocers to

make an impression that they do know more

than just the banking side of the business.

Primarily, Citizens Bank and Trust social

media presence will focus on positioning the

bank as an agricultural bank, and less about the

actual loans it oers to farmers. The followingare examples of Facebook posts that could be

incorperated into both the company account

and the personal ag loan ocers accounts.


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Social Media Plan

Use personal posts to validateyour agriculture and farming

background. Personal storiesare what farmers love to hear,and shows that you know what

youre talking about.


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Weather Alerts

Theres not doubt about the fact that

weather is the single most important factor

that constantly aects a farmers operations.

Weather showed up again and again in our

research as information a farmer wants

constant access to. Because of the importance of weather

information to farmers, we recommend that

Citizens sponsor a farm-specic text alert

service that provides weather information daily

to farmers. A sponsorship of this text service

would include text at the bottom of an SMS

weather alert that reads: This message was

brought to you by Citizens Bank and Trust.

This serves dual purpose for Citizens: 1) It

proves to farmers that Citizens understands

farmers needs; 2) It reminds farmers on a daily

basis that Citizens is a partner in their farming

business.

Farm Journal Media is a agriculture

specic media company that has several text

alert oerings that can be sponsored. This

service has an established subscriber base of

farmers who have opted in to receive these

messages. With this service they not onlyprovide the text pushing service, but they also

provide the content as well. Sponsors of these

texts are allowed a certain amount of characters

at the end of each message.

We recommend that Citizens Bank and

Trust sponsor Farm Journal Medias weather

text alert service. This service sends weather

forecasts daily to 200 subscribers who are

farmers only in counties where Citizens has a

branch location. These alerts allow for sponsors

to write 35 characters of text below each text.

We also recommend that Citizens use

another service of Farm Journal Media called

Mobile-4-Media which is a service that wouldset up a method of obtaining new subscribers to

the text alert service. These new subscriptions

could be gained in a number of ways. First

this service would create a text short code

where the farmer would text a code to a phone

number and automatically opt-in to receive

weather alerts that way. This short code could

be promoted on Citizens advertisements or used

as a handout for loan salesmen. A second way

this service could solicit subscriptions would be

an online form on Citizens website, preferably

on their ag loan page,

where farmers would

ll out a form with

information like their

name, their farm

information, and

contact information

and they could selectspecically what

kind of text alerts

they would like to

receive. This online

form idea would also

be a great way to

build a customer and

prospect database.

The plantable seedcard is another greattool for the agricul-tural loan ofcers to

utilize. This is a greathandout to give whilenetworking in thecommunity, and has areally unique twist.


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Usability is the measure of how

eectively a website is designed. Usability

testing consists of developing a list of tasks for

testers to complete. The usability team takesthorough notes as the tester goes through the

tasks. Usability testing helps identify dicult

parts of a website and can help with ideas for

developing a smoother user experience on the

website.

The usability/user experience (UX)

portion of our marketing campaign is intended

to test the eectiveness of the clients website.

We are testing members of the target audience

so we can study how they use the Internet and

how they browse a site. Once we identify these

things, we can make suggestions to CB&T on

how to more eectively design their website

so farmers can nd information on agriculture

loans more eciently. We will have members

of the target audience and from the focus

group we conducted, complete a series of tasks

regarding the website and record everythingfrom what they click on, where they scroll,

what they say during the tests, etc. We will also

record the testees internet connection strength,

what browser they use, what plugins they use

on their browser, and the screen resolution of

the computer they use.

We found that the sign in bar on the

website is easily mistaken for a search bar. We

also found that the repetitive use of links in

dierent locations on the page can be confusing

and causes the users to spend an unnecessary

amount of time looking for links and not nding

them.

User Experience

Usability


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Media Strategies

The intended strategy for this media buyingcampaign is to give Citizens Bank and Trusta presence in media vehicles that our target

audience uses throughout the year.

To accomplish this, ads will be placed based

on the media preferences of farmers,

covered on page 7 of this book, geographic

targeting, media vehicles with content related

to agriculture and specic timing in the farming

calendar. This will establish Citizens as a rural

bank with a foothold in the farming community.

All of our media buy recommendations

are detailed in the chart to the right. Farm

magazines and farm radio are the primarymedia types being used to reach farmers. All

of our research pointed to these devices as still

being the primary preference of farmers, and

since our goal is to ensure that farmers think

of Citizens as an agricultural bank, we want

to be sure we have a presence in important

agricultural media in the region.

Both radio and billboards will run all year, and

magazines are targeted seasonally. Through

repetition in various media vehicles, the target

will have constant contact with our intended

message and eventually position Citizens as

the trusted ag bank in the northwest Missouri

region.

The total cost of a full year cycle of this

media plan will cost ----. This campaign cost is

justiable because it reaches a specic target in

just the region that Citizens has a presence in.

Please refer to the Appendix for acomplete description of all of our media

recommendations.


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Resourcese following resources have been cited or recommended throughout our campaign.

Fastline Rick Fowler [email protected] 888.681.2682

KAAN-AM Denise Fritzel 660.425.6380

KFEQ-AM 680 Gary Exline Senior Sales Associate 816.233.8881

Heart of America Tractor Cruise Martin From, President Cell: 660.582.1453

Lamar Advertising (Billboards) David Halpin Sales Manager/Kansas City [email protected] 877.550.3172

Market Commodities Provider

Bar Chart Marketing Data

Missouri Farmer Today Jaclyn Korte 573.298.0120 [email protected]

Rural Missouri Mary Davis 573.659.3400

Successful Farming Heather Gieseke 515.371.75134

Tractor Cruise Martin From HoA Tractor Cruise President Cell: 660.582.1453

Text Messaging Provider:Farm Journal Media Steve Fink, National Acct. Mgr.

913.544.4791 [email protected]

Weather Content for Farm Landing Page Dark Sky Company, LLC Info on the weather app: https://developer.forecast.io/ Weather widget example: http://blog.fore-cast.io/forecast-embeds/

Weather Channel Contact(for website ads and mobile) David Drake [email protected] 770.226.2489

Promotional Materials:AirFreshener for Business Cards http://29cents.comNameplate for Basket http://www.plaquemaker.com/PlateOrder.html

Parking Sign MyParkingSign.comText Alert Seed Cards http://www.printglobe.com

Water Jugs/Instore Signage/TractorParking Sign Printing Rod [email protected] 660.582.4919

Woven Basket https://watsontradingcompany.microform.com/shoppingcart.php


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Budget

Overall Budget

Image Sources from Creative Campaign

More Than Money

Cows: iStock #13363910 (5 credits, $8.35)Crops:iStock #20642845 (4 credits, $6.68)

Good Things Take TimeDirt: ShutterStock #62922298 ($29 for 2 downloads--includes this and corneld)Corneld: ShutterStock #125973053 ($29 for 2 downloads--includes this and dirt)Old Tractor:iStock #27509346 (4 credits, $6.68)New Tractor:iStock #17949264 (40 credits, $66.80)


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AcknowledgementsGroup Members and Acknowledgements

Randy BakerSr. VP Wealth ManagementCitizens Bank & Trust

Were greatly appreciative of Randy Bakers

time and involevement in this class. This

learning opportunity is only possible due to his

willingness to extend a helping hand to us by

giving us real business problems to work on. We

hope you are able to use some of the ideas and

concepts in this book!

Kevin FullertonFounder/CEOSpringboard Creative

The reality of working wiht a client was buered

by Kevin Fullertons guideance; he not only

helped us with our creative concepting, but also

helped ensure that our ideas were presented

in a winning style. We cant than you enough,

Kevin! Thanks for helping us through those CPY

moments!

Account Coordinator

Camila Quesada

Surveys & Infographics

Rachel Kendall

Jakob Kircher

Social Media

Lacey Heinrichs

Breanna Nold

Media Planning

Camila Quesada

Jakob Kircher

Breanna Nold

SEM & SEO

Logan Compton

Britt Parker

Public Relations

Lacey Heinrichs

Promotional Materials

Camila Quesada

Jakob Kircher

Rachel Kendall

Logan Compton

UX/Usability

Logan Compton

Britt Parker

Plans Book

Breanna Nold

Creative

Brittany Ehlers

Cameron Ramaekers

Rachel Kendall

Early Owl Advertising

Special Thanks

Dave DeShon, St. Joe Market Prsident - Lending

Staci Baker, VP Community Banking

Jacquie Lamer, Course Instructor


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