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Copy of Machias Savings Bank
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Machias Savings Bank
Competitive Analysis
Executable Plan
- Entering collegiate and millennial markets
- Raising awareness of Machias' mobile banking
- Increasing customer engagement
- Low cost (max with advertising- 6mth 1,000)
- Community focused
- Hook the students when they are young
- New student Orientation
- Free t-shirts or koozies
- Ads through Spotify or Pandora
- Photo Contest
Machias Savings Bank
Current Marketing Efforts
Target Market
Contact: Yury Nabokov
- Current: 46-58 single males
- Objective: Capture collegiate (freshman)
- Increase community engagement
- 20% conversion rate
- Engaging with the Community
- Sponsoring events
- Two "your bank" commercials
By: Shannon Quinn, Savannah Turner,
Shane Cooper, Austin Henson, Ethan Merbaum
Background
Machias Moments
Goals from Yury
- Initial launch of #machiasmoments in the 3rd Quarter of 2015
- Social Media Photo Contest and Giveaway
- Campus Visits
KPI's
- Hit the college-age crowd
- Integrate more social media
- Make a campaign that was impressions & awareness based
- 18 branches stretched across the state of Maine
- One of the oldest banks- est. 1869
- High growth in the past 5 years
- "Experienced people. Exceptional service."
- Vision: "To provide the most exceptional banking experience in the State of Maine."
- Current: 8,065
- Dec 2015: 12,000
- Current 401 Followers
- Dec 2015 2,000 Followers
- Current: 0 Followers
- Dec 2015: 4,000 Followers
- Social Media Ads
- 20% CTR
- 60% of Follower Impressions
- Increase in Mobile App Install Rate
- Increase in Millennial Customers
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