Marketing Navigator: New Courses We’ve Chartered

Who’s Your Banker?

The Assignment:

New business pitch for one of the largest agencies in the country. My involvement was in developing the strategy, including the audience identification and targeting, identifying customer journey micro-moments, and assisting in planning the short, medium, and long-term digital media strategy.

The Challenge: 

The client, a financial organization, was planning to enter new markets in a non-traditional way, offering digital opportunities only to two diverse test markets. They planned to lead with two key product offerings, and needed to meet benchmarks to determine success. They needed a digital marketing strategy.

The Approach:

Armed with the required outcomes, I undertook a review of the products, the data, and the audiences they currently target. I identified the different audience segments within the two distinct markets, and narrowed them based on their existing conversion rates, to fine tune the outcomes, and recommended roll out channels, and a 12-month plan to reach their different audiences.

The Work: 

• We identified client’s traditional audiences both DMAs
• We researched financial behavior online and offline
• We identified micro-moments in customer journey
• We recommended messaging and tactics
• We reviewed competitor offerings, SWOT
• We identified competitors for customer targeting
• We developed specific geo-location and stepped messaging for competitor customers
• We addressed current product challenges
• We created segment budgets, channels
• We recommendations for traditional and OOH opportunities

The Outcome: 

The agency made the cut!

Are you marketing to your full audience?
Are you reaching them at each stage of the journey?