An integrated marketing communications campaign for Landbank of the Philippines iAccess (Retail Internet Banking) in the National Capital Region

• Main Author: Sinnung, Angelica O.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4909
• Institution: De La Salle University

Landbank of the Philippines (LBP) has been recognized as the official depository of the Philippine government for the past 50 years. Aside from its thrust in countryside and infrastructure development, Landbank has been recognized as a universal bank, which includes commercial banking functions that has an extensive banking product services offered including online banking. To keep up with one of the latest technological development in Philippine banking, Landbank launched iAccess, the alternative banking channel designed for individual customers, which provides a convenient, reliable and secure delivery of banking transactions via the internet. In spite of Landbank being one of the top 5 commercial banks in the country, iAccess is not yet at par with other internet banking offerings in the Philippines especially with marketing promotions creating awareness, converting and retaining existing depositors. One contributing factor behind these problems is lack of awareness on the benefits gained with the product which result to low number of enrollees for internet banking. The plan is to run the campaign for the second semester of 2013. This campaign is created to drive brand awareness for iAccess, particularly how it can benefit the existing Landbank customers who have account deposits in the National Capital Region branches. Its main objective is to convert its target customers, the depositors of current accounts and savings account with ATM to become regular iAccess users. The campaign will use a mix of media outlets, predominantly through direct marketing as a way to communicate to the 5 customers. Feedback methods will be implemented after the initial phase of the campaign such as online buzz metrics, and other market data will be utilized to verify if targets were met.