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M A A M E , M A R Y , S E N A , K W A M E

2014

Universal Merchant Bank

Task Innovative Digital Campaign

TEAM M2ROK

The Challenge 6

ABOUT UNIVERSAL MERCHANT BANK GHANA (UMB)

Overview

Universal Merchant Bank (UMB) opened its door to the public on 15th March 1972 as the

premier merchant bank in Ghana. In 2005, UMB introduced Retail Banking with the acquisition

of a Universal Banking License. Currently the bank has 22 branches nationwide. The bank has

two fully owned subsidiaries. UMB is recognized for its entrepreneurial approach, innovative use

of technology, and distinctive banking solutions.

Strategic Pillars and Focus

UMB‟s pillars to achieve success for this year and beyond are

People

Service

Products

Technology

UMB‟s plan is anchored on retaining our position as the premier corporate bank and regaining

growth in this area whilst expanding into the retail banking space. We will achieve this objective

by expanding into the value chain of our corporate portfolio. Combined with our commitment to

providing excellent and convenient customer care, we have set up structures to ensure our

success.

THE PRODUCT

Entering a tertiary institution is a major milestone and UMB as a partner for life is there to

provide the financial support needed at this important stage of life. This is the time where young

people transition to become responsible adults, crave independence and the freedom to pursue

their dreams and aspirations. We have created the Aspire Account to address the financial needs

of this unique group.

TARGET GROUP

Aspire Account Tertiary Students aged 18 years and older

A current account opened by tertiary students aged 18 years of age and older with the desire to

be financially independent and responsible and having that sense of Aspiration. The UMB

Aspire Account allows them to enjoy the full banking experience and to gain a greater

knowledge of banking as the journey towards independence begins.

KEY FEATURES:

Free ATM card on account opening.

Free E-statement

No maintenance Fee

Free E-Banking services

Benefits

24/7 convenient access to funds through ATMs

Free standing order or bank drafts to pay school fees.

Students can conveniently access their account information through;

UMB E-Suite

UMB branch network access

BACKGROUND

Digital Marketing is the use of digital channels to promote or market products and services to

consumers and businesses.

Tertiary education in Ghana is categorized into universities, polytechnics and other institutions

like specialized colleges. The public institutions are all under the responsibility of the National

Council for Tertiary Education (NCTE). The National Accreditation Board provides a list of

many public and private institutions registered with them. Currently there are 6 Governments

Universities, Chartered Private Universities, 9 Provisional Public Institutes/ Universities, 51

other University colleges and Private Universities affiliated to the Government universities in

Ghana.

9%

14%

77%

Universities in Ghana

Government universities

Provisional Public Institutes

other University colleges

Campaign Goals and Tracking.

Our goal is to attract 10,000 tertiary students aged 18 and above (from each of the six (6)

universities in the six (6) regions that Universal Merchant Bank is currently present) to our

campaign and ultimately sign up 20% unto the “Aspire account” per month.

The success of the online campaign will be tracked using the Google Analytics Software

imbedded into the landing page, which will tell us the bounce off rate, number of visitors on

the site among others.

Target Audience and Customer Insight

The Aspire account is targeted at tertiary students in Ghana aged 18 and above.

These are people who spend nearly 70% of their time online, either via their phones, tablets,

laptops or computers.

The other ways these category of people enjoy their hobbies are at social and religious gatherings

both on and off campus.

Campaign Theme

“I aspire”

Key campaign messages

In our strategies or approach we seek to encourage students to aspire to be financially

independent. We want students to aspire to be anything

Aspire to be

Aspire to do

Aspire to go

Aspire to win

Aspire to have

Aspire to lead

Our campaign will attract student through mobile, online and other digital means.

Strategy

Our entire strategy for this campaign is modeled around the „KISS‟ concept (i.e. Keep it short

and simple). We begin the execution with the following end impact in mind:

Friendly

Relevant

Interesting and

Rewarding

We have two main execution plans; short term (campaigns that can kick start immediately) and

long term (those that might take up to 1 - 2 month(s) to implement)

Short term – Top of Mind Awareness

Social Media

Free Promotional Incentives

Mobile Web Platform

Long term – Campus hotspot project

Top of Mind awareness campaign

Because of the dynamic nature of people, this means of awareness campaign will make use of

the QR codes to redirect the potential client to a UMB website site that pops up a customized

page for the aspire campaign.

The strategy involves finding campus reps (ambassador, AKA walking billboards), crowd

pullers, models etc., hiring them and providing them with QR bar code inscribed t-shirts that

either redirect you to the official campaign site where you get “product information OR a

surprise gift/ package and a signup link to redeem the offer ”.

Social media campaign

It is an undeniable fact that social media is one of the most powerful means of marketing a

product or service, especially to our targeted audience (tertiary student aged 18 years and above)

who are said to be, the dot com generation.

Using this tool, we intend to create an online buzz with URL imbedded pictures and YouTube

videos that redirect or point you to the official Aspire campaign page.

The main purpose of this tool is to drive / generate traffic to the main website which will help

generate leads and subsequently signups.

We will create and manage a Twitter and Instagram account that will be used to sensitize the

public about the benefits of having an Aspire Account, upload catchy and inspiring images about

aspiring to reach the peak of excellence in whatever you do.

Free promotional incentives

As a reward scheme to maintain and keep students/potential customers interested. This tool will

be used keep in mind that Universal Merchant Bank is customer focus and work excellently on

the relationship built with customers. Examples of the promotional incentives include;

Free internet data for aspire account holders.

Monthly coaching for aspire account holders via the special Aspire web platform

Hangout with favorite icons; be it in music, acting, inspirational people, top level

managers etc.

Annually, 10 lucky loyal students who also refer other student to sign up get an

opportunity to have a paid internship at UMB.

Campus hotspot project

Students love to browse especially with their mobile phones and computers (assignment and

examination times). They would quickly try to connect to any free “Wi-Fi” their network signal

attracts. With this strategy, first 1,000 students per each campus who sign up each will receive a

free 200mb worth of data that they can use to browse. With the use of our routers strategically

positioned on the various campuses, students can use their account numbers as their passcode to

access the Wi-Fi to allow them use their free data.

Mobile web platform

This platform is one of the most important and significant structures central to the success of the

entire Ad campaign.

Taking into consideration the lifestyle and habits of our target group, we have decided to make a

mobile version of the platform. This is where the signups and information sharing actually takes

place.

An integrated mobile version of the whole signup and interaction system will be created and its

structure demonstrated below.

Landing page feed integration product information, signups and

promotional souvenirs

Online media mix selection

The most effective media mix will be social media and Top of Mind awareness.

Budget

We plan to pilot the aspire campaign on six (6) campuses in the six (6) regions that Universal

Merchant bank is currently found in.

Total Budgeted amount = GH¢ 75,000.00

Total operational costs (6 campuses) = GH¢ 60,000.00

Total budgeted amount for promotional giveaways = GH¢ 10,000.00

Total Administrative cost= GH¢ 5,000.00

Breakdown

Cost of T-shirts, Designing and printing (GH¢ 13.00 per head * 3000) GH¢ 39,000.00

Allowances for walking billboards (voluntary campus ambassadors) GH¢60.00 *300 =

GH¢ 18,000.00

Each ambassador attracts 10 students to scan a QR code

Cost of web application development and management GH¢ 2,000.00

Quick Response (QR) codes generation and administration GH¢ 1,000.00

Surprise packages from QR codes scans (money deposited in an account open opening)

- 20% of 3000 (600) student get GH¢10.00 = GH¢6000

Product information (brand awareness)

- 60% of 3000 (1,800) students get information on Aspire Account

Souvenirs

- 20% of 3000 (600) students get souvenirs at GH¢6.66 (umb pens, umb mugs)=

GH¢3,996

Schedule and campaign integration

The campaign targets the following specific times:

1. Student admission periods (Fresher‟s)

2. Beginning of semesters when student workloads are minimal

3. Hall week celebrations

SAMPLE PICTURES OF T-SHIRT WITH QR CODES IMPRINTED IN THEM AND

DIGITAL SIGNAGES