JPMorgan Chase IMC Campaign Presented by See more
JPMorgan Chase IMC Campaign Presented by See more at chase-change. weebly. com/
Strategy: Brand Marketplace Position JPMorgan Chase Brand Building a special appeal for young customers • Separate brand identities for JPMorgan and Chase with a special focus on online marketing (Cole, 2014) • Role of CEO as “trending” to reach younger demographic (Value. Walk, 2017) • Chase’s collaboration with Fin. Techs (Value. Walk, 2017) Current Marketplace Position • Consumer and commercial banking services in over 60 countries, leading bank in the USA by assets (Forbes, 2017 a) • Seemed to emerge from the financial crisis as one of the strongest banks, but threats to reputation remain (Forbes, 2017 b) • Ongoing monitoring and pro-active crisis communication are crucial Our campaign aims to help Chase further increase its appeal to younger customers.
Important Element 1: Target Stakeholders STUDENTS • Primary Stakeholders • Incoming freshmen • Children of current customers PARENTS/GUARDIANS • Secondary Stakeholders • Students looking to parents for guidance on financial decisions. • Parents/guardians need to have all pertinent information. SCHOOLS • Develop partnerships with universities across the USA • Increase Chase brand awareness
Important Element 2: Chase. Change App
Important Element 3: Promotions • Campus light pole boards • New Student Survival Kit • Personalized debit card • Lost Wallet Game • Piggy Bank Giveaway
Measuring Effectiveness Pre-specified KPIs aim to provide a clear picture of the dynamics and crucial numbers of the Chase. Change campaign. Each KPI and related metrics will help measure the different campaign elements (marketing efforts) separately to determine what worked and what did not.
Theories • Competitive Advantage (Barney, 1995) • Go beyond a regular SWOT analysis and examine the value, rareness, and imitability of the service we are offering in our campaign as well as the organizational characteristics that would be required to create competitive advantage for the company. • The Four Models of PR (Grunig & Hunt, 1984) • Based on this theory our campaign aims to follow the 4 th, most developed model of PR — the Two Way Symmetrical Model
Com 610: Group C Nata. Lee Callahan Andi Kammerer Josh Roberts Asa Harrison Resources Barney, J. B. (1995). Looking inside for Competitive Advantage. The Academy of Management Executive (1993 -2005), 9(4), 49– 61. Retrieved from http: //www. jstor. org. ezproxy. lib. purdue. edu/stable/4165288 Cole, M. (2014). JPMorgan Chase CMO Kristin Lemkau brings stability to bank. Ad. Age. Retrieved from http: //adage. com/article/cmo-strategy/jpmorgan-chase-cmo-kristin-lemkau-brings-stability-bank/291176/ Forbes. (2017 a). The world’s most valuable brands: #65 Chase. Retrieved from https: //www. forbes. com/companies/chase/ Forbes. (2017 b). The world’s most valuable brands: #53 J. P. Morgan. Retrieved from https: //www. forbes. com/companies/jp-morgan/ Grunig, J. E. , & Hunt, T. (1984). Managing public relations. New York, NY: Holt, Rinehart and Winston. Value. Walk. (2017). JPMorgan Chase: most popular US bank brand. Retrieved from https: //www. valuewalk. com/2017/09/jpmorgan-chase-popular-us-bank-brand/
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