Answer to Question #270255 in Marketing for Lala Patel

Question

Develop a Public Relations campaign for a Bank of your choice to highlight the

“Digital Banking” edge that your Bank offers

Answer 1

Introduction

To highlight the digital edge of the bank of my choice “My Bank”, the objectives of the campaign would include the following: -

(a)Positioning My Bank as a corporate thought leader in personal finance.

(b)Demonstrating financial expertise of My Bank advisors.

(c)Reaching Millennials aspiring towards financial independence and security, affluent investors, and SMEs.

(d)Attracting top talent by telling the My Bank story of being a great place to work with a distinct strategy and highly engaged employees.

The PR Strategy.

I would develop an integrated PR strategy including:

(a)Positioning spokespeople as thought leaders and subject matter experts to increase brand awareness among target audiences.

(b)Leveraging seasonal topics of conversation for spokespeople e.g., tax season, RRSP season, and charitable donations, back to school.

(c)News jacking trending news stories for personal finance stories e.g., Joe Biden presidential elections, NAFTA, Vancouver housing market.

(d) Incorporating My Bank’s market surveys into angles on media stories