This is presentation of an advertising campaign idea put together by a team, myself included. The goal of the campaign was to generate 2,000 incremental accounts.

1. “The beauty of marketing”

2. GENERAL OVERVIEW
 Bring in 2,000 incremental checking accounts
 People generally don’t like banks
 Wells Fargo, while conservative doesn’t have a super
positive image
 Bank of America has especially bad image now
 $5 fee for using debit card
 Chase and others have better offers
 Free checking
 iPod giveaways
 Wells Fargo has done way better during these hard
financial times when compared to the competition

3. CAMPAIGN OBJECTIVES
 Increase overall awareness of the Wells Fargo college checking accounts
 Increase sales of all of Wells Fargo accounts
 Increase brand recognition
 Create awareness in parents of high school seniors that are looking to open an account for their
student.
 Traffic into Wells Fargo branches should increase during the months of the campaign
 Time of year when most students are signing up for their first real checking account
 Increasing awareness of the college checking account is done through our
entire advertising campaign and our promotional activities.
 financial seminars that will be given across Colorado at the local high schools
 Give parents and students financial tips for college
 Help improve the image of Wells Fargo and help push them towards Wells Fargo due simply to familiarity
 The large overall goal of the campaign is to bring in 2,000 incremental
checking accounts.

4. CAMPAIGN OBJECTIVES
 Increase sales of their other products simply because the parents are in the
branch
 Create a life time customer in the student and parent if they aren’t already
 High quality service and great customer service.
 Not the main objective of the campaign
 More products from these students as time progresses.
 Increase brand recognition and help create a better image
 Important for banks at this time.
 People don’t trust banks and currently don’t have a very good view of them
 Create leverage against competition

5. WELLS FARGO TARGET MARKET ANALYSIS
• Incoming college freshman in Colorado
• Market primarily to their parents, then directly to the students because the
parents generally still have such a strong influence on their kids
• In particular, we will market to those with freshmen going to Colorado
colleges.
• UNC
• CSU
• CU
• Metro
• Etc.
• Usually 17-18 years old

6. OUR TARGET MARKET
 Parents of high school seniors
 Ranging from late 30’s to late 50’s
 Want to see their child succeed
 Financially
 Studies
 Range all income levels
 Everyone is going to college these days with loans and grants

7. SWOT ANALYSIS
 Strengths:
 Offer many service
 Large amount of assets
 Many locations
 Many ATMs
 Friendly staff
 Well established brand

8. SWOT ANALYSIS
 Weaknesses:
 Large customer base (No personal relationships)
 High fees
 Bad image as a large bank
 Don’t reach some big market segments
 Not all locations can do everything

9. SWOT ANALYSIS
 Opportunities:
 Use there well established brand to capture younger market
 Leverage the fact that they can offer more services than other
banks
 Show that they have the best customer service and friendly
staff
 Leverage the fact that they have so many ATMs and locations
that people do not have to travel far, especially college students
 Show how they fared better against other banks through this
economic crisis

10. SWOT ANALYSIS
 Threats:
 Smaller banks can have better personal relationships with
customers
 Other banks are focusing on free services
 Can’t offer large giveaways like other banks can
 Some locations can’t do everything maybe driving customer to
a bank that is closer
 Seen as “my parents bank” and would switch to a “younger”
looking bank
 Not as many high tech services like other banks

11. STRATEGIES
 Financial seminars at high schools
 Advertise:
 Good Housekeeping
 Newspapers
 Promote through Facebook.
 Our tagline:
 “Here for them even when you’re not ”.
 We want the parents to know that their children are going to be in
good hands when it comes to banking.
 WOM among satisfied customers
 Free & highly effective
 Incentives:
 2-for-1 ski pass deal
 Financial calendar

12. CREATIVE IDEAS

13. CREATIVE IDEAS

14. STRATEGIES
 Reach the maximum number of potential
customers with our budget
 Consumer’s evoked set
 Start our campaign in February
 Students are applying for colleges
 Looking to get ready for college
 Buying dorm supplies
 Setting up accounts

15. STRATEGIES
 9 areas of Colorado that produce the largest amount of instate college
students:
 Boulder
 Centennial
 Colorado Springs
 Fort Collins
 Greeley
 Highlands Ranch
 Lakewood
 Littleton
 Parker.
 300 high schools across Colorado
 Large high schools in those areas
 Send Wells Fargo representative to local high schools with branch in
the same city
 161 branches across Colorado
 Only go 20 miles outside city limits to schools that don’t have a Wells Fargo branch in
city limits

16. STRATEGIES
 Financial seminar
 Open to the parents and students (seniors)
 Enlighten them to the Wells Fargo College checking account
 Other topics
 Credit card debt
 Student loans
 Identity theft
 Q&A
 NOT A SALES PITCH!

17. ADVERTISING
 Facebook
 Fastest growing group of Facebook users
 High school seniors are the largest group of Facebook users
 A place for information
 Good Housekeeping
 Large distribution in Colorado
 239,500
 Targeted towards parents especially towards moms
 Moms tend to be the parent that helps the student set up the account
 Newspapers
 Still being read by our target audience
 Steady message over 6 months all across Colorado

18. EVALUATION
 Good Housekeeping
 Cost per thousand
 Page rate/(Circulation ÷ 1,000)= CPM
 $10,095/(239,500 ÷ 1,000)=$42 CPM
 Number of times our ads will be seen
 Greeley Tribune 1,536,000
 Fort Collins Coloradoan 1,800,000
 Denver Post 64,656,000
 Grand Junction Daily Sentinel 2,028,000
 Boulder Daily Camera 2,106,000
 Good Housekeeping 239,500
 3 3x4 ads run per week in 5 different papers which adds up to 366 ads over 6
months.
Circulation:
 Greeley Tribune 20,000 Daily & 22,000 Sunday
 Denver Post 694,000 Daily & 1,000,000 Sunday
 Grand Junction Daily Sentinel 26,500 Daily & 29,000 Sunday
 Boulder Daily Camera 27,000 Daily & 30,000 Sunday

19. BUDGET
 Newspaper ads
 3 3x4 ads run per week in 5 different papers at $11 per column inch,
366 ads over 6 months.
 $9,504 per paper for a grand total of $47,520
 Facebook
 Swift Digital Facebook management
 Design of new college checking account Facebook page
 Premium design package
 $1,250
 Facebook monthly management
 Platinum management package
 $850 per month for 6 months
 $5,100 for 6 months

20. BUDGET
 Magazine ads
 Good Housekeeping
 5th most popular magazine in U.S.
 1/3 page 2 color
 Regionally distributed
 Colorado-239,500 copies
 $10,095
 Financial calendars
 Zazzle.com
 $9 per customized calendar
 4,003calendars
 $36,027

21. BUDGET
 $100,000 budget
 Newspaper ads $47,520
 Facebook design $1,250
 Facebook management $5,100
 Good Housekeeping ad $10,095
 Financial calendars $36,027
 Grand total $99,992

22. QUESTIONS?
THANKS FOR LISTENING!