Creative brief,deutschebank
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Creative Brief: Miami Ad School, Deutsche Bank The Opportunity/Problem We Are Trying to Address// Deutsche Bank is a successful bank in the business segment of Germany and now wants to be more connected to the people by focusing on students. Who Are We Talking To// Our target audience is students. Specifically, focus on students with lower family incomes and students receiving financial aid/scholarships. Few students are able to graduate college without some form of education financing. We know that among graduating 4-year undergraduate students who applied for federal student aid, 86.3% borrowed to pay for their education and the average cumulative debt was $24,651. (http://www.finaid.org/loans) Once graduated, students immediately begin to look for new way to reduce their loan load, most commonly by looking to refinance or consolidate their student loans to reduce interest rates and reduce the number of creditors. (http://www.studentdoc.com/student-loan-debt.html) What Do We Want Students To Do// We want students to be aware of the suggested offer (lower interest rates on bank loans dependent on the student’s good grades throughout school) and sign up for the student loan. The single message: “The better you perform, the better the deal .” What Information Can Support The Desired Response// Many students are extremely precautious when it comes to taking out loans. To overcome this, we must show students how this loan program can work for them and to their benefit, without any “catch”. We can increase consumer confidence in the program by presenting past students satisfaction with the program and show how their peers were able to save.
Transcript of Creative brief,deutschebank
Creative Brief: Miami Ad School, Deutsche Bank
The Opportunity/Problem We Are Trying to Address//
Deutsche Bank is a successful bank in the business segment of
Germany and now wants to be more connected to the people by
focusing on students.
Who Are We Talking To//
Our target audience is students. Specifically, focus on students with
lower family incomes and students receiving financial
aid/scholarships. Few students are able to graduate college without
some form of education financing.
We know that among graduating 4-year undergraduate
students who applied for federal student aid, 86.3% borrowed
to pay for their education and the average cumulative debt
was $24,651. (http://www.finaid.org/loans)
Once graduated, students immediately begin to look for
new way to reduce their loan load, most commonly by
looking to refinance or consolidate their student loans to
reduce interest rates and reduce the number of creditors.
(http://www.studentdoc.com/student-loan-debt.html)
What Do We Want Students To Do//
We want students to be aware of the suggested offer (lower interest
rates on bank loans dependent on the student’s good grades
throughout school) and sign up for the student loan.
The single message: “The better you perform, the better the deal.”
What Information Can Support The Desired Response//
Many students are extremely precautious when it comes to taking
out loans. To overcome this, we must show students how this loan
program can work for them and to their benefit, without any
“catch”. We can increase consumer confidence in the program by
presenting past students satisfaction with the program and show
how their peers were able to save.
What Characteristics of the Brand Should the Campaign Reflect//
Dependent
Reliable
Trustworthy
Helping the common good; students attending school
“Interest depending on student grades”- leaves the responsibility
in the student to determine rates, not based on company
standards.
Media Plan//
TV: Commercial
-2 minute spot
Internet: Viral Video
This Could Be Helpful//
In Germany this year, the Deutsche Bank has helped either directly
or via the foundation nearly 2,000 young people pursue a successful
education.
Perkins and Subsidized Stafford loans are the safest and most
affordable federal loans. The interest rate for Perkins loans is fixed at
5%, and for Subsidized Stafford’s it’s fixed at no more than 6.8%.
Graduate and professional students borrow more money, with an
additional cumulative typically ranging from $30,000 to $120,000.
