Download - Citizens Bank Plans Book
-
8/21/2019 Citizens Bank Plans Book
1/35
Marketing Campaign Conceptsfor Reaching an Agriculture
Target Audience
PRESENTED BY EARLY OWL ADVERTISINGNORTHWEST MISSOURI STATE UNIVERSITYSPRING 2014
-
8/21/2019 Citizens Bank Plans Book
2/35
2
-
8/21/2019 Citizens Bank Plans Book
3/35
3
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
-
8/21/2019 Citizens Bank Plans Book
4/35
4
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.
-
8/21/2019 Citizens Bank Plans Book
5/35
5
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
-
8/21/2019 Citizens Bank Plans Book
6/35
6
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.
-
8/21/2019 Citizens Bank Plans Book
7/35
7
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
-
8/21/2019 Citizens Bank Plans Book
8/35
8
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.
-
8/21/2019 Citizens Bank Plans Book
9/35
9
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
-
8/21/2019 Citizens Bank Plans Book
10/35
10
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.
-
8/21/2019 Citizens Bank Plans Book
11/35
11
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.
-
8/21/2019 Citizens Bank Plans Book
12/35
12
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
-
8/21/2019 Citizens Bank Plans Book
13/35
13
Billboards
-
8/21/2019 Citizens Bank Plans Book
14/35
14
Campaign: More Than Money
Print Campaign
-
8/21/2019 Citizens Bank Plans Book
15/35
15
-
8/21/2019 Citizens Bank Plans Book
16/35
16
More Than Money
Mobile Banner Ads
-
8/21/2019 Citizens Bank Plans Book
17/35
17
Magazine Insert
-
8/21/2019 Citizens Bank Plans Book
18/35
18
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
-
8/21/2019 Citizens Bank Plans Book
19/35
19
Print Campaign:
-
8/21/2019 Citizens Bank Plans Book
20/35
20
Campaign: Time
-
8/21/2019 Citizens Bank Plans Book
21/35
21
-
8/21/2019 Citizens Bank Plans Book
22/35
22
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.
-
8/21/2019 Citizens Bank Plans Book
23/35
23
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
-
8/21/2019 Citizens Bank Plans Book
24/35
24
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
-
8/21/2019 Citizens Bank Plans Book
25/35
25
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
-
8/21/2019 Citizens Bank Plans Book
26/35
26
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.
-
8/21/2019 Citizens Bank Plans Book
27/35
27
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.
-
8/21/2019 Citizens Bank Plans Book
28/35
28
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.
-
8/21/2019 Citizens Bank Plans Book
29/35
29
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
-
8/21/2019 Citizens Bank Plans Book
30/35
30
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.
-
8/21/2019 Citizens Bank Plans Book
31/35
31
-
8/21/2019 Citizens Bank Plans Book
32/35
32
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
-
8/21/2019 Citizens Bank Plans Book
33/35
33
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)
-
8/21/2019 Citizens Bank Plans Book
34/35
34
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
-
8/21/2019 Citizens Bank Plans Book
35/35