Choice Financial Advertising Campaign

iTunes®

Choose to beiHappy

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••Kelly Falk • Grace Carlson • Danielle Rebel • Lauren Brink • Karly PierceAssociates

Sycamore &

Agency PositionsAccount Executive: Kelly FalkCopywriter: Grace CarlsonDesigner: Danielle RebelMedia Planner: Lauren BrinkPublic Relations and Sales Promotions: Karly Pierce

2

Table of C ontentsObjectives..............................................................................................................................4Research...........................................................................................................................5-6Results...................................................................................................................................7Strategy and Theme..............................................................................................................8Creative Executions..........................................................................................................9-16Sales Promotions and PR.............................................................................................17-21Media Flowchart..................................................................................................................22Advertising Budget and Allocations....................................................................................23

3

4

ObjectivesAfter meeting with Choice Financial and hearing their in-class presentation, Sycamore and Associates recognized three main objectives:

1) Open ChoiceTunes Checking accounts via Choice Financial’s two Fargo locations and/or their online account opening system.

2) Build brand awareness about Choice Financial and more specifically about ChoiceTunes Checking.

3) Understand the mindset and perceptions of Generation Y when it comes to thoughts and choices in selecting a bank.

5

ResearchFrom the three main objectives, Sycamore and Assoicates decided to broaden the research by surveying 60 young adults ranging in age from 20-35 to better understand the target market. The questions on the two different surveys included a variety of areas such as, iTunes usage, preferred media outlets, what customers look for in a bank, along with other qualitlies that are important when choosing a bank.

Survey #1

Note:Survey number one consisted of 15 males and 15 females ages 20-35.Survey number two consisted of 15 males and 15 females ages 20-25.

6

Research Survey #2

7

ResultsiTunes Usage

From the 60 surveys conducted, Sycamore and Associates concluded that iTunes was mostly used by young adults ranging from 20-25 years old.From those same surveys, we discovered that 1/6 of adults ranging from 20-35 do not use or have an iTunes account.We also found that those ages 26-35 were more interested in other areas such as no fees and customer service.

Media Outlets

From the 60 surveys conducted, the top three memorable advertisments were TV, radio and movie previews.Results from those same surveys stated that the most frequently used media outlets were Internet and TV.

Happiness Scale

From the 60 conducted surveys, the majority of young adults ranked happiness as a top priority in their lives.

8

Strategy & ThemeFrom the research, Sycamore and Associates devised a strategy and theme for the Choice Financial campaign.Our strategy stemmed directly from our research, which concluded that above all, happiness is of the highest importance when it comes to choosing a bank. The four elements that Sycamore and Associates believe to be the most crucial to this happiness are the benefits, technology, customer service and rewards. To implement these elements, we focused on each element for one quarter of the year.

Once the strategy became clear, the theme fell into place. As a team, we decided that happiness was at the utmost importance when it came to choosing a bank. We liked the idea of the iHappy movement because we believed it was a strong component of Choice Financial. Since we felt so strongly about this component, iHappy became the center of our campagin.

Strategy ThemeChoose to be iHappyHappiness

Position Choice Financial as a gateway to happiness.Positioning Statement

T V/Movie Previews

9Note: Movie Previews will fade to black with the Choice Financial logo, plus the United Way logo.

iTunes®

Choose to beiHappy

Quarter 1: Benefits

1.1 Medium“Here at Choice Financial we ask: “What makes you happy?”

1.2 Medium[CUT TO] “I’m happy about $60 in FREE iTunes gift cards every year!”

1.3 Medium[CUT TO] “I’m happy about the $50 refer a friend program.

1.4 Medium[CUT TO] “I’m happy about $20 in ATM refunds every month!”

1.5 Medium[CUT TO] “I’m happy about all these benefits...”

1.6 Medium[QUICK CUT: back to girl from shot 3] “Plus, there are no fees!”

1.7 Medium[FADE TO BLACK] “Choose to be iHappy. Choose Choice Financial, your iTunes Bank.”

iTunes®

Choose to beiHappy

Quarter 2: Technology

1.1 Medium“Trish, what’s your day look like?”

1.2 Medium[CUT TO] “I have class all day, three tests to study for, a student organization meet-ing and I have to be to work at five.””

1.3 Medium[CUT TO] “Wow it sounds like you’re pretty busy.”

1.4 Medium[CUT TO] “I almost forgot I need to deposit this check today. Ughh! There just isn’t enough time in the day.”

1.5 Medium[CUT TO] “Well you bank with Choice Financial, right? You can just deposit your check by taking a picture with your smart phone.”

1.6 Medium[CUT TO] “Hey, you’re right!” (Takes photo of check” “Now I’ve already got one thing checked off my list!”

1.7 Medium[FADE TO BLACK] “Choose to be iHappy. Choose Choice Financial, your Tech Savvy Bank.”

10

T V/Movie Previews

iTunes®

Choose to beiHappy

Quarter 3: Customer Service

1.1 Medium[At drive thru at Choice Financial Bank]Teller: “Hi Jim, How are you today?”Customer: “Hi Becky, good thank you. Could you cash these checks for me?”(Customer hands Becky the checks)Teller: “Sure thing.”(Becky cashes checks and places money into drive thru canister)

1.2 Medium[Cuts to Customer in car] (Customer opens canister and the wind blows the money away)Customer: “Oh no! My money!!”

1.3 Medium[Cuts to Becky running after the money] (Becky grabs the money and returns it to the customer at their car window)Customer: “Wow thank you so much Becky!”Teller: “Anytime, that’s what we’re here for!”

1.4 Medium[FADE TO BLACK] “Choose to be iHappy. Choice Financial, your Customer Service Bank.”

iTunes®

Choose to beiHappy

Quarter 4: Benefits

1.1 Medium[At Choice Financial Bank’s lobby](Person 1 walks into bank and up to the teller)Person 1: “So what is this iHappy move-ment that everyone is talking about?Teller: “Well its sort of like this..”

1.2 Medium[Cuts to college campus] (College kid is walking to class and sees $5 on the ground, he picks it up)College Kid: “WOOO WOOO WOOOOO!! FIVE DOLLARS! FIVE FREE DOLLARS!!!”

1.3 Medium[Cuts back to Choice Financial bank]Person 1: “Wow that sounds pretty good! I’d like to open a ChoiceTunes Checking account today.”

1.4 Medium[FADE TO BLACK] “Choose to be iHappy. Choice Financial, your Rewards bank.”

11

RadioQuarter 1: Benefits

Female Choice Financial Representative- “Here at Choice Financial we ask: what makes you happy?”Male voice #1- “I’m happy about $60 in FREE iTunes gift cards every year!”Female voice #1- “I’m happy about $50 from the refer a friend program!”Male voice #2- “I’m happy about $20 in ATM refunds every month!”Male voice #3- “I’m happy about all these benefits…” Female voice #1- “Plus, there are no fees!”Female CF Representative- “Choose to be iHappy. Choice Financial, your iTunes bank.”

Quarter 2: Technology

Radio announcer- “Is making a trip to your bank a hassle that you don’t have time for?”Radio announcer- “Here at Choice Financial, we know you’re busy and want to make your life a little easier.”Radio announcer- “With a totally revamped online banking site, mobile apps for Apple and Android along with the option of deposit straight from your smart phone, we do just that!”Female CF Representative- “Choose to be iHappy. Choice Financial, your tech savvy bank.”

Quarter 3: Customer Service

CF Rep. 1- “If Choice Financial was a Labrador retriever, we would wag our tail every time you came to the door.”CF Rep. 2- “If Choice Financial was a wedding band, we would never leave your side.”CF Rep. 3- “If Choice Financial was a cake, we would be the icing on top.”Female CF Representative- “Choice Financial offers reliable, committed service that goes above and beyond the average bank. Choose to be iHappy. Choice Financial, your customer service bank.”

Quarter 4: Rewards

Radio announcer- “Do you feel like your bank has forgotten about you? Do you wish you were appreciated for being the loyal customer that you are?”Radio announcer- “Choice Financial is here to grant your wish. We offer a variety of rewards such as: iTunes gift cards, a refer a friend program and ATM refunds every month to show you our gratitude to have YOU as our customer. And of course, no extra fees, ever.”Radio announcer- “Choose to be iHappy. Choice Financial, your rewards bank.”

Note: Each radio ad is intended for a 30 second spot

iTunes®

f

I’m happy about: new technologyFaster banking makes life simpler

Choose to beiHappy1 Reward — $10 iTunes gift card at account opening. Monthly $5 iTunes gift card when the following requirements are met each statement cycle: 1) Enroll in and receive monthly eStatements, 2) Enroll in Online Banking and access 3 times per month, 3) Complete 10 Point of Sale (POS) Debit Card transactions per month. Reward will be paid in increments of $10. A minimum of two qualifying months must be met before a reward will be paid. The account must remain open and in good standing. A maximum of $70 in rewards may be earned in the first calendar year the account is open and $60 in rewards the following calendar year. Subject to change at any time. 2 Subject to qualification. $50 will be deposited to this account at opening upon the enrollment of an automatic deposit or automatic withdrawl. Subject to 1099 interest reporting. Not valid with any other offer. New money/accounts only. 3 You may be charged a foreign ATM fee. Choice Financial will automatically credit a maximum of $20 in fees back to your account by the 15th day of the following month. iTunes and iTunes Music Store are registered trademarks of Apple Inc. ChoiceTunes Checking is an independent product of Choice Financial and has not been authorized, sponsored, or otherwise approved by Apple Inc.

• Mobile app• Check deposit by smartphone• Revamped website

Choice Financial now offers fast banking via:

I’m happy about: free music

$60 iTunes

Choose to beiHappyiTunes®

1 Reward — $10 iTunes gift card at account opening. Monthly $5 iTunes gift card when the following requirements are met each statement cycle: 1) Enroll in and receive monthly eStatements, 2) Enroll in Online Banking and access 3 times per month, 3) Complete 10 Point of Sale (POS) Debit Card transactions per month. Reward will be paid in increments of $10. A minimum of two qualifying months must be met before a reward will be paid. The account must remain open and in good standing. A maximum of $70 in rewards may be earned in the first calendar year the account is open and $60 in rewards the following calendar year. Subject to change at any time. 2 Subject to qualification. $50 will be deposited to this account at opening upon the enrollment of an automatic deposit or automatic withdrawl. Subject to 1099 interest reporting. Not valid with any other offer. New money/accounts only. 3 You may be charged a foreign ATM fee. Choice Financial will automatically credit a maximum of $20 in fees back to your account by the 15th day of the following month. iTunes and iTunes Music Store are registered trademarks of Apple Inc. ChoiceTunes Checking is an independent product of Choice Financial and has not been authorized, sponsored, or otherwise approved by Apple Inc.

Open a checking account with Choice Financial and receive $60 a year in iTunes gift cards, plus $10 in iTunes when you first join.

What other checking account offers you free music?

PrintQuarter 1 Quarter 2

iTunes®

f

I’m happy about: new technologyFaster banking makes life simpler


• Mobile app• Check deposit by smartphone• Revamped website

Choice Financial now offers fast banking via:


$60 iTunes



Open a checking account with Choice Financial and receive $60 a year in iTunes gift cards, plus $10 in iTunes when you first join.

What other checking account offers you free music?

PrintI’m happy about: the bank next door

Last year, a customer of ours lost everything due to a home explosion. With the generosity of our community

and staff, we raised nearly $2,500 for the family.


A Choice Financial Story

Choice Financial cares about its customers

Quarter 3 Quarter 4

Choose to beiHappy

I’m happy about: great rewards


No fees with the exception of overdraft fees.No Fees

$60 iTunes Gift Card

Open a checking account with Choice Financial and receive $60 a year in iTunes gift cards,

plus $10 in iTunes when you first join.

$50 Refer a Friend Tell your friends to open a ChoiceTunes account and we’ll set you both up with $50.

$20 ATM Refund We’ll reimburse you up to $20 per month for ATM fees.

Bil l boards



iTunes®

fChoose to beiHappy

I’m happy about: new technology

15

Quarter 1

Quarter 2

Bil l boards

Choose to beiHappy

I’m happy about: the bank next door

Choose to beiHappy


16

Quarter 3

Quarter 4

I’m happy about: new technology

iTunes®

f

Online

14

Choose to beiHappy

I’m happy about: the bank

next door

Choose to beiHappy




iTunes®

fChoose to beiHappy

I’m happy about: new technologyChoose to beiHappy

Quarter 1 Quarter 2 Quarter 3 Quarter 4

Public Relations

17

Choose to beiHappy


Quarter 4: Holiday Greeting Postcard

Seasons Greeetings from your Choice Financial Family

WE LIVE UNITED.

‘Tis the season for giving

For years we have partnered with United Way, and what better way to spread the joy

this season than by donating to a great

Happy Holidays! We appreciate your customer loyalty.

If you would like to help this cause, visit

www.liveunited.org/Give

For years we have partnered with United Way, and what better way to spread the joy this season than by

donating to a great cause?

GIVE. ADVOCATE. VOLUNTEER.LIVE UNITED.

iTunes®

All Quarters: United Way PR Ad

Coffee Sleeve

Sales Promotions

19Magnet/Sticker

www.getchoicetunes.com

Button

Sales Promotions

18

iTunes®

iTunes®

iTunes®

iTunes®

iTunes®

iTunes®

iTunes®

iTunes®

iTunes®

iTunes® iTunes®

Customer Loyalty CardReceive a punch each time you visit our team at one of our bank locations. Redeem

a full punch card and receive a gift from us. Card does not apply to drive thru.

Quarter 3: Customer Loyalty Punch CardBack Front

Refer a Friend CardName of referral

Referred by

Receive $50 for each friend you refer to Choice Financial, and they’ll receive $50 too!

Back FrontQuarter 1: Refer a Friend Rewards Card

Sales Promotions

21

iPhone CaseTumbler

$10 iTunes Gift CardT-ShirtButtonMagnet

Ice Cream

iPhone case, tumbler, $10 iTunes gift card, t-shirt, button and magnet will each be on the prize wheel once. Ice cream will be on the

wheel six times.

Tumber

T-Shirt

Sales Promotions

20

iPhone Case

Media Flow Chart

22

Primary & Secondary Media

Sales Promotions & Public Relations Schedules

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

TV

Movie Preview

Radio

Magazine

Online

Billboard

Newspaper

Sales Promotions

PR — Magazine

Holiday Postcard

Media Flow Chart

Budget Al locationAdvertising BudgetTV: $12,120 [1 year long 30 second commercial on the stations “Good Morning America” and “TBS”]Movie Previews: $6,160 [1 month long movie preview in the “Century 10” and “West Acres” theaters in each of the 4 quarters]Radio: $4,800 [1 year long 30 second spot on the stations “Y94” and “BOB”]Magazine: $1,525 [1 year long full page ad in the magazines “Stride” and “Fargo”]Online: $8,790 [1 year long ad on the websites “BOB,” “Y94,” “Concordia” and “NDSU”]Billboard: $29,400 [1 year long ad in a high traffic area along I-94]Newspaper: $2,640 [1 year long 1/3 page ad in the Advocate]

Public Relations BudgetDirect Mail: $540.58 [440 holiday greeting postcards with postage]Public Relations Print Ad: $2,025 [1 year long inside cover United Way ad in the magazines “Stride” and “Fargo”]

Agency Compensation: $15,000

Production Cost: $10,000

TOTAL BUDGET:$ 99,996.93

Sales Promotions BudgetPrizesPrize Wheel: $179.00T-shirts: $613.87 [150 Tshirts]Tumblers: $470.08 [150 Tumblers]Buttons: $593.35 [200 Pins]Magnets: $242.29 [500 Magnets]iPhone Cases: $423.26 [150 iPhone Cases]Ice Cream Bars: $426.36 [57 boxes (2,052 bars) Ice Cream Bars]iTunes Gift Cards: $2,820 [282 $10 iTunes Gift Cards]At The Bank/GiveawaysCoffee Sleeves: $342.09 [1,000 Coffee Sleeves]Refer A Friend Cards: $119.00 [400 double sided]Punch Cards: $119.00 [400 Double Sided]Stickers: $250.51 [2,000 Stickers]BoothCollege Night Booth: $200Sales Promotions Total: $6,795.81

23

Marketing

Choice Financial Advertising Campaign