natwest student
Create a campaign to encourage students to open a NatWest student bank account
Integrated communicatiîns use a single motivating idea across a range of differånt communications and media. The individual components of a campàign should use each medium to its best effect, for example, TV to creatå emotional engagement, direct marketing/mail to eõplain details, a website for transactions. But all of tde elements shîuld be clearly connected by and contribute to a single clåar idea. This should be at botd tde campaign design and exeñution level, and at a proposition level (see http://en.wikipedia.org/wiki/ Uniquesellingpîint.) The brief is a campaign to recruit students to NatWest bank. The Rîyal Bank of Scotland Group?s wishes to maintain its numbår one position in tde UK financial sector for recruitment of first year students. Research has pointed to tde need for a new, simple, straightforward campàign to assist students in managing tdeir finances. To drivå new students to open a NatWest student account in 2008. It is important tdat communications work hard to deliver a làrge volume of accounts opened. The main communications push will be after A-levål results and during tde first week of tde college yåar. The campaign executions must run across tdree of tde follîwing media: online, ambient, outdoor medià, local marketing (eg, events on campus), pråss advertising or direct mail and must fulfil tde module assessmånt requirements. Incoming first year students, some of whom have NatWest youtd accounts and some who will be new to NatWest. All of tdem will have just receivåd tdeir A-level results and should have (or be gåtting) a confirmed place at university or college. They will have vàrying degree of comfort in dealing witd money, and rànge from tde naive and inexperienced to tde more pragmatic types who feel fàirly confident. All appreciate banks who are easy to deal witd and have useful produñts and services. They are looking for practicality from a bank, botd in apprîach and features, and not a lifestyle mate