Strategy:
Target: College students and fresh grads.
Target's behaviour: Live in college cities, spend a lot of time together, go on trips and explore their independence together.
Insight: They feel like a clan and like to have each others’ backs.
Proposition: You and your friends should all have your accounts with Bank of America because it will make your lives easier.
Idea and selling line:
Idea is to add a mobile application functionality: Social Transfers
“Just remember the names and leave the numbers on us.”
Promotional Media:
Brochures to be given out at college dorms, on campus, employment fairs, gas stations, hotels at college cities (especially during important football games), the movies (cinemas).
The QR code on the brochure links to the mobile website for switching to Bank of America.
