BofA Integrated Campaign

INTEGRATED MARKETING CAMPAIGN

PROGRAM: ATL FOOTBALL CLASSIC

Presented by: Renee JonesNov. 8, 2010

Agenda

Program Background

Objectives

Responsibilities

Stakeholders

Strategy

Marketing Elements

Results

Take-Away

Questions

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Integrated Marketing Example: Renee Jones

Background

Since 1989, AFC is an annual football classic held in September between between Florida A&M and Tennessee State.

BAC sponsored the AFC from 2000 – 2003.

AFC organizers were incented to give BAC a higher profile for 2003 to ensure future involvement.

BAC came to CHWA Agency to create a program to leverage this additional exposure at the AFC.

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Objectives

Improve BAC’s brand equity w/ AAs.

Reinforced by in-person advocacy programs like AFC.

To develop a stronger database of AA customers for future promotions.

Acquire new customers for the following products:

Checking

Savings

Small Business

Home Ownership

Credit Cards

Investment Services

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Responsibilities

Responsible for overall execution and success of program

Create, get sign-off, manage, communicate:

Strategy

Event structure

Marketing mix

Project plan

Timeline

Budget

Select Copy

Creating weekly status meetings w/ stakeholders.

Project managing all elements individually and with stakeholders.

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Stakeholders

Creative Team (client and our ad agency)

Media Buy Team (client and agency)

Event Production company

Public Relations Firm

BAC Client

Primary Client

Additional product group representatives

Lead for all bank branches

AFC execution team

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Strategy

Leverage additional sponsorship by creating large customer tailgating event at the Georgia Dome.

Attendees receive branded badge as souvenir.

Partner with over 150 regional banking centers to help promote AFC sponsorship.

Customers opening checking/savings account receive guest badge to tailgating event.

Implement promotional strategy to drive audience to tailgate leveraging

TV - Radio - Mini branch events

Print - Online

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Marketing Elements

Print Advertising

Running in 10 regional newspapers starting two weeks

prior to Classic – driving traffic to branches.

Bank of America is a proud Platinum Sponsor of Atlanta Football Classic.To celebrate, we’re inviting you to our tailgating party during the AFC. Whether you’re a Bank of America customer or not, simply stop by a local Atlanta banking center, sign up for a new service and receive your VIP Bank of America Tailgate Pass - or visit bankofamerica.com/AFC for details.



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Marketing Elements

Online Presence

Landing page designed, co-branded with AFC and BAC

information

URL to landing page shown only on print ads running in local

markets

Customers who signed up for a savings or applied for

BAC credit card qualified for VIP badge to Tailgate

Must bring copy of account confirmation page to local

branch to receive badge.

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Marketing Elements

General Brand Television Spots.

Four (4) :30 commercials.

Two (2) bumpers in live game broadcast.

Brand placement in AFC promotions.

Logo in all digital and print media.

Brand presence at AFC parade.

Estimated 25,000 spectators of parade.

Sponsoring 150 students from a local school.

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Marketing Elements

Radio promotion

Partnered w/ 4 local stations to promote BAC presence.

Live remote events at 10 local branches.

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Marketing Elements

Banking Center Promotions

150+ centers participated in regional ATL area.

20,000 VIP Tailgate badges created/distributed to

centers.

Tellers wore branded BAC/AFC polo shirts.

Branded buttons worn w/ message:

“Ask me how to become an AFC VIP”

Tailgate VIP badges distributed to new or existing

customers who open a new service (savings, credit card,

checking, etc.).

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Marketing Elements

BAC creative on Schedule

of Events collateral

(58k pieces created)

Distributed to:

All hotel guests within AFC

room blocks.

169 banking centers in ATL

and surrounding cities.

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Marketing Elements

Tailgating event at Georgia Dome

Additional 10k badges created for onsite

Open access w/ badges offered in three tiers:

Tier 1: Received badges from banking centers & BAC guests.

Tier 2: Customers w/o badge.

BRC regarding existing services & interest in future.

Tier 3: Non-Customers w/o badge.

BRC regarding their service interests.

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Marketing Elements


Food/Beverages

Branded food/drink tickets

Music (DJ)

Games

Bean Bag Machine

Mini Basketball Game

Money Machine

Free raffle structure

$10,000 entered in machine

Two (2) names drawn every 30 minutes

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Marketing Elements


Product Tables

Each product group received 10x10 space with signage.

Intermingled w/ food stations and games to ensure equal

traffic.

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Marketing Elements

Half-time presence w/ BAC executives and AFC

officials to present $25,000 check to:

Florida A&M

Tennessee State

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Marketing Elements

Game field promotions

Electronic message board

Public Address System

Four (4) announcements throughout game.

Jumbotron commercials

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Results

Banking Center Promotions

All 20k VIP badges distributed to customers.

Over 5k came to the Tailgating event.

Tailgating event

More than 7k people filled out BRCs.

30% were existing customers.

70% were new.

Product tables gathered more than 500+ leads each.

Typical promo event averages around 100 leads per

product.

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Take-Away

For this program I feel the relevant marketing mix

was leveraged.

Today? I would integrate these additional channels

Geo-targeted, interactive display ads.

Longer promotional period with radio stations.

Social Media presence.

Twitter contest

Target AFC Facebook community

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Questions?

Thank You21


BofA Integrated Campaign

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