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PRESENTED BY: Advanced Advertising Strategies Northwest Missouri State University Spring 2012

PRESENTED BY:

Advanced Advertising Strategies Northwest Missouri State University Spring 2012

TABLE OF CONTENTS

Executive Summary

 

1

Situational Analysis

 

2

SWOT Analysis

 

4

Targeted-Market Profile

 

5

“For That“ Campaign

 

7

“Spot the Whale“ Campaign

 

13

Media Strategy

 

19

Social Media Recommendations

23

Usability

 

25

SEO

27

Acknowledgements

 

28

EXECUTIVE SUMMARY

The Advanced Advertising Strategies class of Northwest Missouri State University is offered to seniors to create the atmosphere of a real-world, fast-paced working advertising agency. Because there are students from many different mass communication focus areas, we encompass the agency and cover every job in its entirety. From Interactive Digital Media to Marketing, this class has it all.

We have joined our minds to create two full advertising campaigns for you. Throughout this book you will find summaries of our research, primary and secondary. Our whole compilation of research is found in the Appendix, a separate report.

Our class met with Terry Kincheloe, Vice President and Director of Interactive Marketing, at the beginning of the semester and determined that our goal is to increase UMB’s mobile usage by 15%. With that in mind, we focused on UMB’s three areas of mobile banking, which are: iPhone application, text messaging services and mobile web browser.

Once the goal was laid out, we found a target audience that was best suited for our available media and location. The following list is the description of our target audience:

Affluent Singles & Couples

Single or Married with no Children

Age: 25-44

Income: $60,000 - $125,000

Life Stage: Continuing career growth; increasing income; major purchases

Use a wide range of banking services

Kansas City metropolitan area

Throughout this book, we highlight each main aspect of our campaign building process. Conducting primary research assisted us when building target-market research. After the target was decided, building the creative campaigns directly for our target was the main goal. The campaigns represent concepts we hope you can use- either as-is, or with modifications- both in the Kansas City market, and other cities you serve.

After our presentation, our information will be available at advadv.blogspot.com.

Thank you, and enjoy!

SITUATIONAL ANALYSIS

COMPANY & PRODUCT ANALYSIS

UMB Bank began as City Center Bank in a local bank in a small store front building in Kansas City, Missouri in 1913 by the Kemper family. In 1934, the name changed from City Center Bank to City National Bank & Trust Company. The name was changed yet again to United Missouri Bancshares.

It has always been important to the bank to maintain an “innovative and responsible service,”

a motto that W.T. Kemper started with in the beginning. Today, with operations in Missouri, Illinois, Colorado, Kansas, Oklahoma, Arizona and Nebraska, UMB is remaining innovative and responsible with its mobile banking services.

UMB was the first bank in the United States to create an online banking system called Web EDI (electronic data interchange service) which led to the Bank Technology Centers, or places where the data was created and perfected. This landed UMB many prestegious awards in the banking industry around the turn of the century. Now, UMB supports many causes, such as the “Go Green“ campaigns and the Arts in America (UMB Financial Corporation).

UMB also offers mobile banking features that are important to their customers. Mobile banking customers are available to view account balances, review transaction history, transfer money between accounts, pay bills and view payment history, find nearby UMB ATMs and banking centers. Customers can also set up custom alerts to notify them when their account balance is running low, they want to confirm a deposit or withdrawal, a check clears their account or a withdrawal over a certain amount is made. UMB also provides a mobile application for iPhone, iPad, and iPod touch devices.

UMB prides itself on being an active part of the community. UMB utilizes associate volunteerism and corporate philanthropy to build its reputation as a strong community partner. UMB focuses on five types of volunteer sectors which they refer to as their “emphasis areas.” Those are: Performing and Visual Arts, Arts in Education and Youth Development, Community Development, Education, Agriculture, and Health & Wellness.

SITUATIONAL ANALYSIS

THE BANKING INDUSTRY

The banking industry has had some problems within the past few years following the recent financial crisis. Because of this crisis, there was a government bailout in 2008 and since then there has been a poor consumer attitude about banks, and Americans felt uneasy about the banking industry.

Because of poor consumer sentiment, the Occupy Wall Street movement was started in protest of major banks, like Bank of America. Kansas City held its own Occupy movement in September of 2011 outside of the Federal Reserve Bank. This movement has not affected UMB.

Despite these issues, mobile banking seems to be increasing. Mobile banking app usage has increased almost 50% in the past year and is projected to increase even more in 2012. Regardless of this increase, there are still issues with security. Application designers have to be cautious when setting up security for apps, so as not to distract from the user’s experience.

TARGET MARKET

Having a specific and concrete target audience is vital to the successful implementation of any advertising campaign, and that fact holds true in this campaign for UMB. We started with the target focus provided by UMB, which was:

• Men and women ages 25-65

• Single or married with no children at home

• Live in the greater Kansas City area • Household income of $60,000-$125,000

According to a survey in 2011 by the National Member Survey of Credit Union National Association, 9% of credit union members using mobile banking for transactions are 25-44, which makes this age range appropriate. To better understand this group, we also conducted primary and secondary research to develop a better understanding of the psychographic characteristics of the target, and we used ArcGIS software to try to pinpoint more specifically ideal geographic locations in the greater Kansas City metropolitan area. The target audience’s geographic location will be focused on Jackson and Clay counties in Missouri, and Wyandotte and Johnson counties in Kansas.

COMPETITION

This chart summarizes the most significant competitors in the Kansas City area in terms of mobile banking services:

Mobile Tool

Bank of

Commerce

Metcalf

UMB

Types

America

Custom Mobile

X

X

X

 

Site

iPhone App

X

 

X

X

Android App

X

 

X

 

iPad App

X

   

X

SMS/Text

X

X

X

X

Banking

Transfer

X

X

X

X

Funds

Bill Paying

X

X

X

X

Function

Notifications

X

X

X

X

SWOT ANALYSIS

Content removed at request of client.

TARGET-MARKET PROFILE

Content removed at request of client.

Content removed at request of client.

“FOR THAT” CAMPAIGN

The “For That Campaign” focuses on how UMB is integrated into the target’s life and can be there in any situation by using relatable situations and images throughout the campaign. The objective of this campaign is to encourage present and future customers to use the UMB Mobile Banking service by engaging customers with the UMB Brand using various QR codes leading to either the UMB mobile homepage or the slogan contest submission page. Interaction is key in building a relationship with customers and provides opportunities for mobile banking growth.

EXAMPLE OF BANNER AD

key in building a relationship with customers and provides opportunities for mobile banking growth. EXAMPLE OF

MONTHLY STATEMENT INSERT

(back)
(back)

POSTCARD

(back)
(back)

“FOR THAT” CAMPAIGN

Ink.com BANNER

“FOR THAT” CAMPAIGN Ink.com BANNER KC Star AD UMB.COM Landing Page AD Pitch.com BANNER Weather.com BANNER

KC Star AD

UMB.COM Landing Page AD

CAMPAIGN Ink.com BANNER KC Star AD UMB.COM Landing Page AD Pitch.com BANNER Weather.com BANNER Kansascity.com BANNER
CAMPAIGN Ink.com BANNER KC Star AD UMB.COM Landing Page AD Pitch.com BANNER Weather.com BANNER Kansascity.com BANNER

Pitch.com BANNER

Weather.com BANNER

CAMPAIGN Ink.com BANNER KC Star AD UMB.COM Landing Page AD Pitch.com BANNER Weather.com BANNER Kansascity.com BANNER
CAMPAIGN Ink.com BANNER KC Star AD UMB.COM Landing Page AD Pitch.com BANNER Weather.com BANNER Kansascity.com BANNER

Kansascity.com BANNER

CAMPAIGN Ink.com BANNER KC Star AD UMB.COM Landing Page AD Pitch.com BANNER Weather.com BANNER Kansascity.com BANNER

The Pitch MAGAZINE AD

The Pitch MAGAZINE AD I n k M A G A Z I N E A

Ink MAGAZINE AD

Pitch MAGAZINE AD I n k M A G A Z I N E A D

Zynga MOBILE AD

AD I n k M A G A Z I N E A D Zynga MOBILE

YouTube MOBILE AD

G A Z I N E A D Zynga MOBILE AD YouTube MOBILE AD Weather Channel

Weather Channel MOBILE AD

I N E A D Zynga MOBILE AD YouTube MOBILE AD Weather Channel MOBILE AD Pandora

Pandora MOBILE AD

I N E A D Zynga MOBILE AD YouTube MOBILE AD Weather Channel MOBILE AD Pandora

Pandora MOBILE AD EXAMPLE

I N E A D Zynga MOBILE AD YouTube MOBILE AD Weather Channel MOBILE AD Pandora

“FOR THAT” CAMPAIGN:

Kansas City Power & Light District PROMO

GRAND STREET BILLBOARD

“FOR THAT” CAMPAIGN: Kansas City Power & Light District PROMO GRAND STREET BILLBOARD BROADWAY STREET BILLBOARD

BROADWAY STREET BILLBOARD

“FOR THAT” CAMPAIGN: Kansas City Power & Light District PROMO GRAND STREET BILLBOARD BROADWAY STREET BILLBOARD

WRISTBANDS

WRISTBANDS TABLE TENTS COASTERS 12

TABLE TENTS

WRISTBANDS TABLE TENTS COASTERS 12
WRISTBANDS TABLE TENTS COASTERS 12
COASTERS
COASTERS

12

“WHALE WATCHING” CAMPAIGN

To encourage UMB customers to use Mobile Banking to increase users. To reach the 25-44 year old market by using recognizable symbols and relatable situations.

Creative Strategy: Use text message bubbles to show that UMB mobile banking is always with you like your cellphone. The advertisements highlight the benefits of the mobile app and the ability to receive text message alerts. We also incorporated a character, the “text message whale”, into our campaign as a unifying element. The whale also known as Seymour will allow customers to interact with the brand.

LSEYMOUR

element. The whale also known as Seymour will allow customers to interact with the brand. LSEYMOUR

BILLBOARD

POSTCARD

element. The whale also known as Seymour will allow customers to interact with the brand. LSEYMOUR
element. The whale also known as Seymour will allow customers to interact with the brand. LSEYMOUR

MONTHLY STATEMENT INSERT

MONTHLY STATEMENT INSERT The Pitch MAGAZINE AD BILLBOARD NEWSPAPER AD 14

The Pitch MAGAZINE AD

MONTHLY STATEMENT INSERT The Pitch MAGAZINE AD BILLBOARD NEWSPAPER AD 14

BILLBOARD

MONTHLY STATEMENT INSERT The Pitch MAGAZINE AD BILLBOARD NEWSPAPER AD 14

NEWSPAPER AD

MONTHLY STATEMENT INSERT The Pitch MAGAZINE AD BILLBOARD NEWSPAPER AD 14

“WHALE WATCHING” CAMPAIGN

ONLINE BANNER ADS

“WHALE WATCHING” CAMPAIGN ONLINE BANNER ADS LANDING PAGE
“WHALE WATCHING” CAMPAIGN ONLINE BANNER ADS LANDING PAGE
“WHALE WATCHING” CAMPAIGN ONLINE BANNER ADS LANDING PAGE

LANDING PAGE

“WHALE WATCHING” CAMPAIGN ONLINE BANNER ADS LANDING PAGE

FACEBOOK AD

FACEBOOK AD LINKEDIN AD WEATHER CHANNEL IN APP AD PANDORA IN APP AD MIX 93.3 IN

LINKEDIN AD

FACEBOOK AD LINKEDIN AD WEATHER CHANNEL IN APP AD PANDORA IN APP AD MIX 93.3 IN

WEATHER CHANNEL IN APP AD

FACEBOOK AD LINKEDIN AD WEATHER CHANNEL IN APP AD PANDORA IN APP AD MIX 93.3 IN

PANDORA IN APP AD

FACEBOOK AD LINKEDIN AD WEATHER CHANNEL IN APP AD PANDORA IN APP AD MIX 93.3 IN

MIX 93.3 IN APP AD

FACEBOOK AD LINKEDIN AD WEATHER CHANNEL IN APP AD PANDORA IN APP AD MIX 93.3 IN

“WHALE WATCHING” CAMPAIGN:

JumboTron GRAPHIC

Arrowhead Sponsorship

“WHALE WATCHING” CAMPAIGN: JumboTron GRAPHIC Arrowhead Sponsorship Foursquare BADGES

Foursquare BADGES

“WHALE WATCHING” CAMPAIGN: JumboTron GRAPHIC Arrowhead Sponsorship Foursquare BADGES

STICKERS

STICKERS LED BANNER STICKERS ON WALKWAYS 18

LED BANNER

STICKERS ON WALKWAYS

STICKERS LED BANNER STICKERS ON WALKWAYS 18
STICKERS LED BANNER STICKERS ON WALKWAYS 18

MEDIA STRATEGY-OVERVIEW

The UMB Bank Mobile media plan is designed to reach the target group, primarily using mobile-based advertising. The goal of this plan is to help ensure the ad messages help increase the use of UMB’s app and mobile site.

According to our primary and secondary research, the target audience has a strong relationship with their mobile device and there is a real opportunity to connect with them through advertisements on these devices. So, this media plan includes a strong emphasis of ad placements that will be viewed on a mobile phone, and an equally high number of ad impressions online. Other media placement includes publications with in the Kansas City area and billboards that UMB bank own.

The ad campaign “For That” has additional media buys and expenses related to the Power and Light District in Kansas City, along with radio and television spots bring the budget to $255,760 for four months. The “Whale Watching” campaign will have an additional expense with a sponsorship through Kansas City Chiefs. The budget for the “Whale Watching” is approximately $288,819 for four months.

Media Priority A large portion of the advertising budget will be spent on several branded apps along with buying space with the use of Google’s AdMob and InMobi across several targeted apps. The branded apps include Pandora Radio and The Weather Channel. Additional in-application ads will be purchased through Mix 93.3, 95.6 The Buzz, and The Kansas City Star’s app. All three of the apps are Kansas City based with a targeted audience averaging 25-44 years old.

 

Media Buys Overview "For That"

 
 

No. of

   
 

Media Vehicle

Insertions

 

Total Cost

CPM

Ads with in Mobile Apps

 

The

Weather Channel

40,000

$

2,400

$ 6.75

Pandora

320,000

$

20,000

$ 6.25

AdMob

40,000

$

2,000

$ 5.00

InMobi

40,000

$

2,080

$ 5.20

Mix

93.3

100,000

$

1,000

$ 1.00

96.5

The Buzz

100,000

$

900

$ 0.90

The

Kansas City Star

200,000

$

2,000

$ 1.00

TOTAL/AVG

840,000

$

24,400

$ 3.73

Banners

weather.com

40,000

$

2,400

$ 6.75

Inkkc.com

100,000

$

1,000

$ 1

Pitch.com

100,000

$

1,200

$ 1.20

KansasCIty.com

100,000

$

1,500

$ 2

Banner Total/AVG

340,000

$

6,100

$ 2.74

KansasCIty.com

100,000

$

1,500

$ 2

Banner Total/AVG

340,000

$

6,100

$ 2.74

Search Engine

 

(CPC)

Google‐ Ad words

     

Airline Tickets

640

$

1,510

$ 2.36

Happy Hour Specials

2,220

$

1,487

$ 0.67

 

Concerts

2,400

$

1,464

$ 0.61

Movie times

1,620

$

1,458

$ 0.90

Gas

Prices

3,660

$

1,501

$ 0.41

Restaurants

1,620

$

1,458

$ 0.90

UMB Banking

12,000

$

600

$ 0.05

Kansas City Banks

1,200

$

1,476

$ 1.23

Microsoft Ad (Yahoo! And Bing)

     

Airline Tickets

640

$

1,427

$ 2.23

Happy Hour Specials

2,220

$

1,820

$ 0.82

 

Concerts

2,400

$

1,440

$ 0.60

Movie times

1,620

$

1,604

$ 0.99

Gas

Prices

3,660

$

1,208

$ 0.33

Restaurants

1,620

$

1,393

$ 0.86

UMB Banking

12,000

$

600

$ 0.05

Kansas City Banks

1,200

$

1,752

$ 1.46

Search Engine Total/ AVG

50,720

$

22,199

$ 0.91

Social Media

 

(CPC)

Facebook

1,600

$

1,408

$ 0.88

LinkedIn

900

$

1,890

$ 2.10

Social Media Total/ AVG

2,500

$

3,298

$ 1.49

Publications

 

Ink

16

$

15,520

$ 9.70

The

Pitch

16

$

14,400

$ 10.00

Kansas City Star

32

$

33,280

$ 12.87

Publication Total/ AVG

64

$

63,200

$ 10.86

Radio

93.3

"Mix 93.3"

144

$

18,000

$ 1.29

95.7

"The Vibe"

144

$

14,400

$ 1.11

96.5

"The Buzz"

144

$

12,672

$ 1.79

Radio Total/ AVG

432

$

45,072

$ 1.40

Televison

 

KCWE

     

Big

Bang Theory

32

$

8,000

$ 0.18

Two

and a Half Men

32

$

10,400

$ 0.25

KMBC

     

9 News

32

$

11,840

$ 0.28

Two

and a Half Men

32

$

10,880

$ 0.26

Televison Total/ AVG

128

$

41,120

$ 0.25

 

Outdoor

711 Southwest Boulevard

   

Own

 

22nd & Grand

   

Own

 

I‐435 & Hawthorne, N. Face

   

Own

 

I‐435 & Hawthorne, S. Face

   

Own

 

I‐70 & Van Brunt, E. Face

   

Own

 

I‐70 & Van Brunt, W. Face

   

Own

 

3rd & Paseo, N. Face

   

Own

 

3rd & Paseo, S. Face

   

Own

 

South 47th (Bruce R. Watkins), N. Face

   

Own

 

South 47th (Bruce R. Watkins), S. Face

   

Own

 

SW Boulevard & I‐35, N. Face

   

Own

 

SW Boulevard & I‐35, S. Face

   

Own

 

2nd & Broadway, N. Face

   

Own

 

2nd & Broadway, S. Face

   

Own

 

I‐35 & 17th St., Time & Temp

   

Own

 

6th & Bluff, E. Face

   

Own

 

6th & Bluff, W. Face

   

Own

 

Power And Light District

 

Table Tents

2,000

$

280

$ 0.14

Wrist Bands

20,000

$

460

$ 0.02

P&L District Total / AVG

22,000

$

740

$ 0.08

Direct Mail

 

Post

Cards

120,000

$

42,768

$ 3.50

Statement Stuffers

120,000

$

6,864

$ 0.60

Direct Mail Total/ AVG

240,000

$

49,632

$ 2.05

Campaign Total/ AVE

1,495,844

$

255,760

$ 2.31

MEDIA BUY OVERVIEWS

 

Media Buys Overview "Whale Watching"

 
 

No. of

     
 

Media Vehicle

Insertions

 

Total Cost

CPM

Ads with in Mobile Apps

 

The

Weather Channel

40,000

 

$

2,400

$ 6.75

Pandora

320,000

 

$

20,000

$ 6.25

AdMob

40,000

 

$

2,000

$ 5.00

InMobi

40,000

 

$

2,080

$ 5.20

Mix

93.3

100,000

 

$

1,000

$ 1.00

96.5 The Buzz

100,000

 

$

900

$ 0.90

Kansas City Star

200,000

 

$

2,000

$ 1.00

TOTAL/AVG

840,000

 

$

24,400

$ 3.73

Banners

weather.com

40,000

 

$

2,400

$ 6.75

Inkkc.com

100,000

 

$

1,000

$ 1

Pitch.com

100,000

 

$

1,200

$ 1.20

KansasCIty.com

100,000

 

$

1,500

$ 2

Banner Total/AVG

340,000

 

$

6,100

$ 2.74

Search Engine

 

(CPC)

Google‐ Ad words

       

Kansas City Chiefs

1440

 

$

1,195

$ 0.83

UMB Banking

24000

 

$

1,200

$ 0.05

Chiefs

1920

 

$

1,152

$ 0.60

Mortgage payment

960

 

$

1,142

$ 1.19

Online Banking

720

 

$

1,159

$ 1.61

Mobile Banking

240

 

$

1,080

$ 4.50

Kansas City Banks

960

 

$

1,181

$ 1.23

Microsoft Ad (Yahoo! And Bing)

       

Kansas City Chiefs

1440

 

$

1,382

$ 0.96

UMB Banking

24000

 

$

1,200

$ 0.05

Chiefs

1920

 

$

1,286

$ 0.67

Mortgage payment

960

 

$

1,162

$ 1.21

Online Banking

720

 

$

1,541

$ 2.14

Mobile Banking

240

 

$

1,135

$ 4.73

Kansas City Banks

960

 

$

1,373

$ 1.43

Search Engine Total/ AVG

60480

 

$

17,189

$ 1.33

Social Media

 

(CPC)

Facebook

1,600

 

$

1,408

$ 0.88

LinkedIn

900

 

$

1,890

$ 2.10

Social Media Total/ AVG

2,500

 

$

3,298

$ 1.49

Publications

 

Ink

16

 

$

15,520

$ 9.70

The

Pitch

16

 

$

14,400

$ 10.00

Kansas City Star

32

 

$

33,280

$ 12.87

Publication Total/ AVG

64

 

$ 63,200.00

$ 10.86

Billboards

 

711 Southwest Boulevard

     

Own

 

22nd & Grand

     

Own

 

I‐435 & Hawthorne, N. Face

     

Own

 

I‐435 & Hawthorne, S. Face

     

Own

 

I‐70 & Van Brunt, E. Face

     

Own

 

2nd & Broadway, N. Face

     

Own

 

2nd & Broadway, S. Face

     

Own

 

I‐35 & 17th St., Time & Temp

     

Own

 

6th & Bluff, E. Face

     

Own

 

6th & Bluff, W. Face

     

Own

 

Kansas City Chiefs

 

Sponsorship

   

$

125,000

 

Direct Mail

 

Post

Cards

120,000

 

$

42,768

$ 3.50

Statement Stuffers

120,000

 

$

6,864

$ 0.60

Direct Mail Total/ AVG

240,000

 

$

49,632

$ 2.05

Campaign Total/ AVG

1,483,044

 

$

288,819

 

20

MEDIA STRATEGY-PLACEMENT

An equally high number of ad impressions will be purchased online. Banner ads will run on Weather.com, InkKC.com, Pitch.com, and KansasCity.com. The weather.com ads will run based on geo-targeting and search engine keyword usage. The three Kansas City based websites will have ads placed in specific sections of their sites. We will place ads in the “Life in KC” and the “Eat and Drink” sections of InkKC.com and The Pitch will run ads in Pitch.com’s Local Entertainment and Restaurant sections. For the KansasCity.com ad placements will be in the Sports and Lifestyle sections. Ad space will also be purchased on social network such as Facebook and LinkedIn.

be in the Sports and Lifestyle sections. Ad space will also be purchased on social network

Additional Media Placements Beyond the mobile and web ad placements, each campaign will have a Presence within the Kansas City market through traditional advertisements. Publications include the Kansas City Star newspaper and alternative newspapers Ink and The Pitch. Radio stations include Mix 93.3, 96.5 The Buzz, 95.7 The Vibe and Q104. For television, ads will appear during “The Big Bang Theory” and “Two and Half Men” on KCWE. Ad space will also be purchased with KMBC, during the “Nightly News” and “Two and Half Men”. Outdoor placements include UMB billboards around the Kansas City area. The “For That” campaign has additional buys in the Kansas City Power and Light District, including wristbands and table tents. The “Whale Watching” campaign will purchase a sponsorship with the Kansas City Chiefs.

wristbands and table tents. The “Whale Watching” campaign will purchase a sponsorship with the Kansas City

SOCIAL MEDIA RECOMMENDATIONS

Social media is an incredibly influential part of an overall marketing strategy. Not only does it have the potential to reach target audiences efficiently and effectively, but once a strategy is in place it is relatively easy to maintain and extremely cost-effective. UMB is already ahead of the game with a social media presence on Facebook, Twitter, LinkedIn, YouTube and Google+ so the ultimate purpose of this chart is to provide recommendations to optimize those social media avenues. Below you can find a chart that summarizes what UMB is doing well, and what we recommend UMB does to improve their social media presence.

Recommendation Overview

improve their social media presence. Recommendation Overview OTHER RECOMMENDATIONS: YouTube Recommendations: • Strive

OTHER RECOMMENDATIONS:

YouTube Recommendations:

Strive for new new subscribers

Post videos via other platforms

Detail video titles

LinkedIn Recommendations:

Try to gain recommendations

We have also incorporated social media into both campaigns. We believe that using Facebook and Twitter would optimize both campaigns.

FACEBOOK RECOMMENDATION: ENGAGEMENT & INTERACTION

Inserting featured advertisements into the new timeline feature known as the cover photo, would catch the users eye as they first arrive on the page. This would be a great way to introduce the new campaign.

Another Facebook strategy, specifically for the Whale Watching campaign, would be to create a Facebook application. The app, upon being clicked on by the user, would explain who Seymour the Whale is and what he can do for UMB Mobile customers.

the Whale is and what he can do for UMB Mobile customers. TWITTER RECOMMENDATION: CONSOLIDATE ALL

TWITTER RECOMMENDATION: CONSOLIDATE ALL ACCOUNTS

For Twitter, we recommend that UMB continues with specific hashtag campaigns. We have seen a high success rate with the #UMBgives campaign and believe future hashtag campaigns such as #forthat and #whalewatching would also be successful.

#UMBgives campaign and believe future hashtag campaigns such as #forthat and #whalewatching would also be successful.

USABILITY ASSESSMENT

To access the functionailty of the UMB app and mobile site we conducted 12 in-person, one-on-one usability tests, where participants were asked to perform a series of tasks, designed to reveal potential usability probems.

The tests went very well for the UMB mobile app. The participants were able to complete the tasks without much trouble. Even the new users did not have trouble completing the tasks. UMB’s mobile application seems to be similar to other banking applications. They have the same features and the same look and feel.

The main problem seen from the results of the usability test deals with UMB.com in the mobile browser. The site does not automatically go to the mobile version. When the participants were asked to go to UMB.com on their mobile phones, there were many complaints on how hard it was to read or see. It is important to make mobile browsing as easy as possible. One participant could not get rid of a survey that kept popping up on the browser. He eventually gave up looking at UMB.com in the browser.

The easiest solution for making UMB.com more user friendly on a mobile device is establishing an auto detect of mobile devices, and re-routing those visitors to m.umb.com, the mobile version of the site.

detect of mobile devices, and re-routing those visitors to m.umb.com, the mobile version of the site.

BEFORE

VS.

detect of mobile devices, and re-routing those visitors to m.umb.com, the mobile version of the site.

AFTER

Another recommendation is to implement a promo on the home page of your website to make it easier for users to find mobile information. This will help promote your mobile product to all site visitors. Include a simple UMB mobile banner here to make it easy for customers to learn about mobile.

This is what the banner would look like:

UMB mobile banner here to make it easy for customers to learn about mobile. This is

SEO ANALYSIS

The SEO focus is on the personal mobile banking sector; stimulating the growth of unique user traffic to UMB’s mobile landing page in an effort to have customers download the iPhone banking app. Constructing a list of keywords relevant to mobile banking which encompass phrases that our target demographic would use and implementing them into UMB’s website will allow for higher page ranking in search results which will promote further traffic growth. Integrating these keywords throughout the advertising campaigns and social media sites builds a consistent image of what the purpose of UMB’s site is and will tie the entire campaign into a cohesive package.

The Google Trends graph below shows the rise of the keyword search “mobile banking” since 2007. This promotes the idea that consumers are interested in discovering banks available mobile banking tools.

in discovering banks available mobile banking tools. When compiling data on keyword phrases, we incorporated

When compiling data on keyword phrases, we incorporated input from the client and used Google AdWords to make sure the keywords generated enough monthly and yearly views to warrant use, and examined UMB’s website source code for specific phrases which can tie searches directly to the site. The focus is on the personal mobile banking, sector focusing on the mobile banking web pages from UMB’s site.

Keyword

US Monthly Searches

KC Monthly Searches

Mobile Banking

201,000

33,100

Mobile banking application

62,800

2,400

Mobile Bank app

24,100

2,900

Mobile bank services

19,900

2,700

Mobile Text banking

16,500

1,600

ACKNOWLEDGEMENTS

MEET THE CLASS Megan Cooper Ty Stevens Rob Lindsay Melissa Watson Account Creative SEO Media
MEET THE CLASS
Megan Cooper
Ty Stevens
Rob Lindsay
Melissa Watson
Account
Creative
SEO
Media Plan
Coordinator
Michael Duntz
Tom Stiles
Michaela Fernen
Brandi Kapfer
Creative
Social Media
Creative
Creative
Martell Love
Stephanie Walter
Jackie Runde
Anissa Evans
Creative
Creative
Usability
Plans Book
Coordinator
We would to : Jacquie Lamer, Course Instructor:
We would
to
:
Jacquie Lamer, Course Instructor:

What would we do without you? Well, most certainly not be right here, right now. Thank you for always creating the greatest opportunities for us and making sure that we are in contact with all the right people throughout this course and our college careers!

Kevin Fullerton, Course Advisor:

Thanks K-Full! We all really appreciate you taking time out of your crazy schedule to guide a bunch of crazy kids into what to do and where to go, even though we all know its what you’re best at

Terry Kincheloe, Melanie Woods, and everyone at UMB for making this presentation possible.

Also:

Scott Jones, Michael LaMonica, Brendan O’Shaughnessy, and everyone who contributed through Facebook (NWMSU Advanced Advertising Strategies), thanks for all of your amazing input!