An integrated marketing communications campaign for Bank of Commerce Junior Smart Savers

• Main Author: Gloriani, Arabella Kristine P.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing; Advertising campaigns; Banks and banking
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4858
• Institution: De La Salle University

The Filipino culture gives importance to saving, as evident in the tagalog proverb Kapag may isinuksok, may madudukot . The Bangko Sentral ng Pilipinas defined saving as the discipline of regularly setting aside a portion of one's money for future use, to achieve financial goals, or manage emergencies. Higher household savings, when deposited at a formal financial system, often lead to higher economic growth, as savings are channeled to other productive uses. With the presence of different banks, people are given the chance to place their savings for safekeeping which banks pay interest on. This campaign will focus on targeting the captured market of Bank of Commerce which is San Miguel Corporation employees who are parents. These parents own a wide range of bank products and demand a more tailored and specialized bank products for their family members - including their children. The campaign chose parents as their target because parents are accustomed to saving and budgeting money for the family. All communication materials were strategically located in touch points where targets usually go. As the industry is going digital, a strong presence in digital marketing including Facebook and Instagram campaign are recommended. Direct marketing of the brand through email blast is proposed. To reach existing Bank of Commerce clients, there will be flyer inserts for Bank of Commerce Deposit Statement of Account and Credit Card Statement of Account. Flyers will also be handed out to school tours and San Miguel Head Office events. Moreover, sales promotions are also recommended to encourage brand trial and strengthen brand following.