Digital Planning for BMO Harris Bank
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Transcript of Digital Planning for BMO Harris Bank
BMO Digital Vision
A synchronized digital brand experience that is
strategically integrated
The Power of DigitalAlways OnPull Media
Rich EngagementData Driven
Digital
The Digital Role For BMO
BrandingAlways On
Brand Truths
Business LinesKey Life Stages & Financial Decisions
Specific/Action-Oriented
INCREASEAWARENESS
CONNECT & ENGAGE
CUSTOMER SERVICE ACQUISITION
3 Areas of Discussion
REINTRODUCTION SUSTAINING SOCIALSTRATEGY
Reintroduction / Landscape
Web / Microsite
Display Ads
Digital OOH
MobileSocial
LBSN
Creative Concepts
Reintroduction
Reintroduction / Micro HubmeetBMO.com
To bring the wit and charm of the brand to life online, this engagement portal provides multitouch points for consumers to get to know BMOHB.
Content would include:
- Video
- Web only videos- Celebrity video on money- TV ads
- Rich content
- Voice of customers
- BMO History
- UGC
- Social Media (push/pull)
Reintroduction / Micro Hub
Meet
BMO
Reintroduction / Mobile
I want a bank that helps me make hard decisions.-Joani M.
Meet BMO To create a conversation around who BMO is and what it stands for, people are asked to text what kind of bank they want to a BMO short code. Their replies appear on digital billboards and on the microsite. Can also segment by geography. Questions can change over time.
Reintroduction / Mobile
Hi Beemo
Text “hi” to Beemo
Text from BMO:Hello, how would you like to chat?
Text 1 to continue textText 2 & we’ll call you
Text 3 for an emailAuto email after 10PM CST
Push to Talk EmailE-Chat
User te
xts 1
Use
r tex
ts 2 User texts 3
User texts “hi” to Beemo
Reintroduction / Got Your Back / Display
Hi
Beemopedia Digital Extensions
Reintroduction / Beemopedia / SocialCreate an engaging Facebook
app where fans can like, share, comment on and create
definitions.
Definitions can also be content for FB posts and tweets.
Reintroduction / Beemopedia / Display
Reintroduction / Beemopedia / Display
Display ads In addition to flash banner ads, leverage rich media to help tell the bigger story of BMO and incorporate Beemopedia, the ability to have users find a branch with mapping capability, and drive them to other deeper experiences and social media.
Beemopedia
Sustaining
Let’s bring to life the emotional and aspirational result of banking with BMO Harris Bank and helping people make money make sense.
Grounded in the truth of the brand vision and brand promise, BMOre is the result of great customer experiences and removing complexity from financial decisions.
BMOreThe digital platform that rallies fans around the idea
of making their hopes and dreams a reality, and embodies the idea of achieving goals in a realistic,
straightforward way.
Consumers:-Customer service-Financial guidance: general & biz lines
-Social network (online) communities
-Community focused in local markets
Employees:-Recruiting-Customer focus-Employee morale-Bank motto/credo-Business lines
We see this idea working across external and internal communications:
BMOre
Sustaining / BMOre / Mobile
My Financial PalIt’s easy to BMOre when you know what you’re doing with your money. My Financial Pal allows you to snap pictures of your receipts and organize them in the app. It’s like a food diary for your finances with charts, goals, and more. Some features could include:
capture receipts - organize receipts - generate reports - send receipts - set daily spend goal - see spending over time
Sustaining / BMOre / WebinarBMOre Make Sense Video Webinar
We can help you BMOre by providing a venue for customers to be able to easily ask their financial questions to BMOHB
experts.
Monthly video webinars are hosted with different themes and people can ask their
financial questions in real time to a BMOHB employee which demonstrates
the customer focus of the brand.
Drivers include:- Microsite
- Email- Social Networks
- Targeted Display Ads
Banking that’s with you every step of the way.
Get smart where you spend.
Check in wherever you make financial transactions and receive instant advice and guidance from BMO experts. We’re here every step of the way to help you make money make sense.
Sustaining / Beemopedia / LBSN
Sustaining / BMOre / SweepstakesBMOre in Action Sweepstakes BMOre Sweepstakes brings the
idea of BMO helping its customers to be more by
providing the opportunity to have the bank help them turn a
dream into reality.
Fans and customers share their financial stories about their goals--from putting money
away for college or putting on a new addition--by submitting
videos or photos/essay.
Once 10 finalists are narrowed down, the fans vote to help
determine the winner.
There are also strong PR legs.
Sustaining / BMOre / Sweeps Display
Sustaining / BMOre / Vision BoardBMOre Vision BoardCreate a Vision Board
application on Facebook where fans can upload
their pictures of their goals to BMOre.
Provides PR opportunities to talk about BMO and
get people excited, which would increase fans.
Sustaining / BMOre / In the community
BMOre Community MindedLet’s bring to life the community focus and giving back aspect of the brand.
Through a Twitter contest, fans can nominate a public area (in a BMO Bank market) for a chance to have BMO fix it up.
- Followers would tweet where and why using #BMOre.
- Location that got the most tweets would win.
BMO could then use the day as an employee service day to help fix up the location, photograph & video it to share on Facebook and Twitter.
Sustaining / BMOre / Partnership
HGTV Partnership Partner with HGTV, leveraging and repurposing relevant content to encourage a deeper fan engagement. Content could include: holiday home design tips on a small budget, making the most out of what you have, gift ideas for college kids and other helpful content tied to the seasonality of Thanksgiving & December holidays.
Sustaining / Social / Facebook
Facebook Create a highly engaged fan base on Facebook that shares content and contributes to conversations.
Pulse activities and social campaigns tied to business lines as well as overall branding.
Sustaining / Social / Twitter
Customer ServiceBig opportunity to create a great customer service experience a kin to Comcast.
Twitter Contests Create simple contests on Twitter to drive conversations around BMOre. Theme ideas include:
Money Mondays - tweet money concerns and how they want to BMOre, using #BMOre.
Rainy Day Funds - ask people what they would do with an extra $50 using #RainyDay.
Favorite tweets would win BMOre swag.
Sustaining / Social / Pinterest
Sustaining / Social / Content
Leverage partnerships:
- The Bulls - Blackhawks- Northwestern- University of Wisconsin- White Sox- Bears- Marcus Center- BMO Harris Bradley Center
Campaigns
- Beemopedia- BMOre in Action Sweeps- BMOre Vision Board
Content Ideas General
- Caption contests - Polls- Financial tip of the day (guidance)- Customer service - Announcements- Infographics & links- Community involvement- Twitter feed
- Email your most valued consumers
- Site banners and interstitials throughout the BMOHarris.com website and online banking
- Site banners on all BMOHB microsites
- Tag TV, radio and OOH
- Online and mobile ads
- In-branch signage (in-branch plasma displays, drive-up teller envelopes, employee name tags, deal plate, teller topper, window decals, muzak)
- ATMs (screens & receipts)
Social / Drivers
Hi
Drivers to Social MediaIn order to grow the fan base on social networks:
Sustaining / Social / Display
Wrap up
Web / Microsite
Display Ads
Digital OOH
MobileSocial
LBSN