Rhoades Chase Bank Week 7

Running head: CHASE BANK: HELPING YOU ENJOY THE JOURNEY CAMPAIGN !
Chase Bank: Helping You Enjoy the Journey Integrated Marketing

and Communications Campaign
Janessa Rhoades
Purdue University 
CHASE BANK: HELPING YOU ENJOY THE JOURNEY CAMPAIGN !2
Chase Bank: Helping You Enjoy the Journey Integrated Marketing

and Communications Campaign
Chase Bank (Chase) has seen a decrease in the number of college checking accounts
being opened over the past 10 years and has concluded this will have a long-term negative effect
on its bottom line. Chase has decided to target college student checking accounts in new
marketing efforts, but the bank recognizes the obstacles it faces, including being viewed as
“tainted,” and the increase in competition posed by credit unions and financial technology
(FinTech) firms.
Financial analysts, Tyler Spaid and Mike Branton (2013), have noted that checking
accounts themselves do not offer much financial gain to banks as they don’t typically hold large
balances and the administrative work behind setting up the account and mailing statements is
often more costly than what the account produces. However, John Gordon, contributing author to
Bank Systems and Technology, writes that getting a consumer to open a checking account
benefits the bank in the long-term because these types of accounts often lead to credit cards,
loans, and mortgages that are immensely profitable for banks (Gordon, 2008). In addition,
according to Achim Griesel, Senior Vice President at Haberfeld Associates, a new-customer
acquisition focused marketing firm, “the checking account is the most important product in
acquiring new customers. It is the hub from which we can deepen the customer
relationship” (2012, para. 6). Research has shown that the first product a consumer purchases at a
bank is a checking account 64.33% of the time whereas all other products combined make up the
remaining 35.67% (Griesel, 2012, Table 1).
The challenge of this marketing campaign will be internally finding the balance between
incentivizing employees to increase the number of checking accounts they are opening and
ensuring consumers still benefit by receiving the services they need and being objectively
informed about future services. It is imperative that Chase keep the campaign goals in mind as it
introduces new product and employee incentives.
Chase Bank Brand Overview

Brand Characteristics
Logo and images.
Strong brands are often recognized through a distinctive logos created to convey a
message or feeling about the organization. Chase Bank is no outlier as they are now
globally recognized by the bright blue octagon. According to Ann Lloynd Burton, a
Chase News contributor, the octagonal shape was adopted nearly 60 years ago, but the
widely recognized blue octagon wasn’t adopted until 2004 (Burton, 2018, para. 7). Prior
to the octagonal shape, Chase used an outline of the United States with inset of the globe
and various taglines. When the new logo was originally adopted, “the four parts of the
octagon—originally black, brown, green, and blue—represent[ed] forward motion, while

the white square in the middle suggest[ed] progress originates from the center” (Burton,
2018, para. 4). The logo is a symbol of many parts working together.
Other stylistic elements that are consistently used throughout Chase’s marketing
and communications efforts include the blue color, simplistic graphics, standardized
Open Sans font and customer-centered calls to action. For example, on the Chase.com
homepage, the call to action “Choose what’s right for you” is subsequently followed by
scrolling graphics representing each of Chase’s products. The social media platforms
continue to use the blue color, simple graphics and consistent font. After analyzing
several Chase commercials, the blue theme is carried out through elements of the actor’s
clothing, background images, and often the prop the actor is interacting with.
Brand voice.
According to Chase Bank’s “About Us” page, its mission is to “create engaged,
lifelong relationships” and it goes on to use phrases that encompass this sentiment
through taglines such as “we put you at the heart of everything we do” and “we’re here
for you.” Throughout different media, the sentiment is that of empowering consumers to
take control of their finances and instilling confidence in their financial futures through
the resources and support of Chase products and professionals.
The three words I would use to describe the Chase Bank brand voice and tone
through its various communication channels are professional, approachable and guiding.
The Chase website uses a professional, yet casual, tone in their taglines, website headers
and news story titles. The language used is business-appropriate allowing Chase to offer
credibility when advertising its higher-end offerings, yet offers the average consumer the
feeling of a supportive friend and guide helping them easily identify and navigate the
banking products that best meet their needs. In addition, the different social media
channels are more approachable and casual in tone offering consumers pieces that
incorporate entertainment, stories about the company’s social good and educational bits.
In particular, the Chase Facebook page offers posts more focused on the company’s social
engagement and professional offerings, the Instagram posts are more social and
entertaining, and the Pinterest boards offer inspiration and specific-interest pieces.
Together the various posts create an engaging, social persona that still carries an air of
professional guidance.
Current brand promotional mix.
Chase Bank uses several social media platforms including official accounts on
Twitter, Facebook, Instagram, Pinterest, YouTube and LinkedIn. The Twitter and
Facebook accounts use popular hashtags such as #MotivationMonday and feature social
media challenges such as the Advancing Cities Challenge, a five-year, $500 million
investment to bolster and encourage economic growth in global communities (JPMorgan
Chase, 2019). The Instagram and Pinterest accounts are more focused on the younger,
adventurous consumer, include an educational component, yet target the emotions tied to
financial competency and freedom. The YouTube channel offers a variety of videos
including educational how-to guides for navigating life events such as buying a new car
or applying for a mortgage, short stories on Chase community programs and an original
miniseries covering the financial journeys of popular professional athletes.
Chase employs an interactive home webpage that is very user-friendly, largely
highlights new-customer incentives and limited-time offers and gives consumers the
power to research and choose products that fit their needs. The website has a section
dedicated to articles that provide readers relevant and educational information with non-
aggressive soft-sell tactics for Chase products. Lastly, the website includes direct links to
the various social media platforms.
Chase television commercials are widely varied in their target audiences as they
cover several life events and the products to support them. For example, it highlights its
autosave program while featuring a family saving to support their daughter’s dance
activities to a woman making her last tuition payment and able to support her hobby of
flying through its Private Client services.
Market Situation Analysis for College Checking Accounts
The recession that hit the United States in 2008 has resulted in a different banking
landscape and a changed sentiment towards big banks. A report issued by the Federal Reserve in
2013, noted that nontraditional strategies such as keeping interest rates low for longer and credit
easing programs and large-scale asset purchase programs were implemented to provide monetary
stimulus (Rich, 2013). Many people hadn’t experienced this level of government interaction and
regulation on banking firms prior to these measures. Additionally, a Gallup Poll published in
2016 found the number of Americans reporting having confidence in banks “remains below 30%
for the eighth straight year after tumbling during the 2007-2009 recession” and “nearly half of
Americans say they have "some" confidence in them, while about a quarter (26%) have "very
little" or no confidence” (McCarthy, 2019).
As the banking sector continues to strengthen, banks are finding this changed landscape
and sentiment are creating new challenges. For example, according to Brandfinance.com (2017),
“the prevailing trends suggest FinTechs and niche “challenger banks” are biting into big banks’
profits and luring their customers away with better quality service at lower prices.” As the
younger generation has come of banking age, it will be imperative for big banks to innovate
while continuing to build back trust with customers.
The banks identified as Chase’s biggest competitors are Bank of America, Citi Bank and
Wells Fargo. Each of these banks offer a consumer-focused incentive structure for its checking
account products. Research shows that most of these banks identified waive the account setup
fees for enrolled students between the ages of 17 and 24 years-old. Additionally, all of the
identified banks waive ATM fees, offer free money transfer and bill-pay services, and offer
mobile banking options via an app (Bank of America, 2019; Chase Bank, 2019; Citi Bank, 2019;
Wells Fargo, 2019). Three banks offer monetary incentives for opening a new checking account;
two of these banks require a specific balance or number of direct deposits each month. See
Appendix A for a market comparison of current college student checking account incentives
offered as well as the proposed changes to the Chase Bank college student checking account
incentive structure.
Chase Bank SWOT Analysis

One of Chase Bank’s greatest strengths is its CEO, Jamie Dimon, who has increased
brand loyalty among younger consumers. According to BrandFinance.com (2017), an
independent brand valuation and strategy consultancy, Dimon communicates with younger
consumers through his stance on issues such as bitcoin and President Trump, his collaborative
efforts with FinTechs and his initiatives focused on sustainability of local and global
communities (brandfinance.com, 2017, para. 4-5). Other strengths of Chase include its physical
presence through its branches and ATMs, which “helps remind consumers of the option to bank
with them” (brandfinance.com, para. 6), the bank’s community involvement measures,
sponsorships, and its current incentive program. Steve Pamon, JPMorgan Chase Head of Sports
& Entertainment Marketing, identified the greatest benefit of Chase sponsorships being the
interaction with the brand that goes beyond television commercials and advertising
(sponsorship.com, 2014).
Weaknesses of Chase Bank include the current sentiment surrounding the banking
industry, fees, the internal incentive structure and the lack of personal connection. All of these
factors create obstacles for opening new college checking accounts. The big bank persona is that
of cold and impersonal employees who prioritize sales goals and transactions. It will be
important for Chase to personalize the banking process through marketing efforts as well as
employee training and instilling a customer service-minded environment. According to CNBC
Banking Sector Reporter Hugh Son, younger consumers are skeptical of big banks because they
saw what their parents went through during the 2008 recession, and these trust issues are causing
banks to spend billions to keep them as consumers (CNBC, 2019). These trust issues have been
exacerbated by the recent scandal at Wells Fargo in which employees felt intense internal
pressure to meet sales goals and opened thousands of false accounts (Tahmincioglu, 2017, p. 36).
However, I must note that I am not personally familiar with the current incentive structure at
Chase Bank, so this point is speculation.
The threats Chase Bank is facing go hand-in-hand with the bank’s identified weaknesses.
As mentioned previously, FinTechs and credit unions pose a threat because they can offer more
personalized service and they have better reputations. Additional threats come from big
competitors in the industry recognizing the profitability of these younger consumers in the long-
term and employing strategies to draw them in and keep them brand loyal (Brandfinance.com,
2017). Additional threats are the perception and reputation of interacting with a big bank in terms
of the lack of personal connection to small-balance individuals and the fees associated with
opening new accounts.
Chase already has several initiatives in place to take advantage of the opportunities the
market poses. Chase has already invested in several mobile banking features through its app, but
needs to continue to advertise the benefits of using these features. Additionally, Chase has many
current partnerships and sponsorships that they could further use to its advantage. Community
partnerships could be focused in big college towns or could support student-led initiatives.
Sponsorships could include events directly targeted to the identified 17-24-year-old audience
with additional perks available to those enrolled in college, trade or vocational programs. Most
impactful to the bottom line are the proposed product changes. This new incentive structure
provides Chase more opportunities with the target demographics because they would be
implemented to draw new consumers, incentivize brand switching, and encourage brand loyalty.
Problem Statement
The number of college-student checking accounts opened through Chase Bank in the United
States has decreased as consumer distrust has increased as a result of the 2008 financial crisis and
industry turmoil, competition from FinTechs and credit unions, activation and account fees, and lack of
incentives.
Target Audiences and Personas
Primary Targets
The primary target audiences identified and their personas are as follows:
1. Parents of new high school graduates who will be enrolling in community colleges, 4-
year colleges or universities and vocational or trade programs.
a. This parent has financially supported their child through everything so far, and
want to provide a financial foundation as their child takes the first step to
becoming a financially-stable adult.
b. These parents are financially stable, already use a portfolio of financial products
Chase offers, and will open a Chase account for their child because of the
convenience and the customer service.
c. This family earns middle to higher income yet makes mostly logical and
necessary purchases with little to some extravagant spending, and understands the
importance of early financial literacy and responsibility.
d. This parent will deposit money monthly to cover expenses and some discretionary
spending, but will not transfer money in excess.
e. This parent is emotionally motivated to support their child yet is balancing the
process of giving them their independence.
Analysis shows that Chase tries to reach this target demographic mostly through news
articles posted directly on the Chase website and television commercials. There are few articles
hosted that are directly relevant to the parent, but most tend to link to articles more applicable to
the college student themselves. Television commercials tend to push products targeted toward
this group that are more relevant to their stage of life including mortgages, home loans and
retirement planning services.
2. 17-19-year-olds who have enrolled in college, community college, or trade or vocational
programs
a. This student has significant financial help from their parents, guardians or other
family members to pay their expenses and cover their discretionary spending
while enrolled.
b. This student is still very dependent on their family for support and decision
making and will look to their parents for financial advice.
c. This student may have some money saved up, but this will be their first account
and first introduction to banking and financial responsibility. They will need a
parent or guardian as a co-owner of the account.
d. In the near-term, this student will need a credit card and will need their parent or
guardian to be a cosigner on any additional banking products.
e. This student may be moving off-campus or may continue to live at home, but is
emotionally motivated to the first step toward independence.
Secondary Targets
The secondary target audience and persona is as follows:
1. 19-22-year-olds enrolled in college, community college, or trade or vocational programs
with a small monthly income from an internship or job.
a. This student is more independent and ready to embark on the next step yet still has
some financial support from their family.
b. This student has had more real-life experience and may already have a checking
account, but is open to switching if the perks are better.
c. This student is motivated by the other products they can attach to their checking
account.
2. 22-24-year-olds new or recent college or trade school graduates, who already have a
checking account at a competitor bank, entering the workforce for the first time.
a. This student is officially making adult financial decisions that will help build their
financial foundation for future loans, credit, mortgage, etc.
b. This is an exciting time where finances are important and basic accounts are a
necessity but their actual needs may still be unclear.
c. The process may be confusing or overwhelming for this person as they are facing so
much change and opportunity.
d. This student already has a checking account but needs more “adult” banking options
that will help them now and in the future.
e. This may be the first account they have without a parent helping.
Analysis shows that Chase tries to reach the 17-24-year-old college, trade or vocational
program demographic mostly through its social media platforms. For example, the Chase website
hosts specific news articles focused on the issues tied to this demographic. Topics include
“Getting your student loans on track”, “What college students should know about money”, and
“How to save while you’re in college” among several more (Chase.com, 2019). Similarly, the
Chase Bank Pinterest, Instagram and Facebook pages target this demographic through lifestyle
boards, educational components and popular celebrity spokespeople.
Campaign Goals
Organizational Goals:
1. To increase the number of college student checking accounts opened by restructuring the
incentives plan for both consumers and employees.
2. To improve Chase Bank’s reputation among target consumers.
Communication Goals:
1. To educate employees on the new incentive structure for opening college student
checking accounts.
2. To increase awareness of Chase Bank’s college student checking account incentives to
target consumers through interactive outreach methods.
3. To communicate the benefits of Chase Bank products to average consumers to aid in
regaining consumer confidence.
Campaign Objectives
Global Objective
To increase the number of Chase Bank college checking accounts opened among the
identified target audiences and increase consumer confidence in Chase Bank.
Intermediate Objectives:
1. To increase openings of the revised Chase Bank college student checking account product
by 5% among identified target consumers within three months as measured by pre- and
post-launch quantitative research.
2. To educate all consumer-facing Chase Bank employees on the product changes and
internal incentive structure within six months of product launch measured by monthly
surveys.
3. To increase public confidence in Chase Bank within 5% of pre-2008 financial crisis

levels among the public within one year as measured by quarterly customer satisfaction
surveys.
Campaign Strategies
1. Provide immediate, formal education to consumer-facing employees on the restructuring

of the college student checking account program through offsite employee training
seminars.
2. Provide formal, ongoing training opportunities through digital learning platforms to

educate employees on appropriate consumer-facing sales techniques
3. Provide informal, one-way communication to employees through a bimonthly, internally

circulated newsletter.
4. Provide informal, ongoing, two-way communication to employees to identify, answer and

resolve questions.
5. Provide informal, one-way communication to our primary target audience through

sponsorship opportunities.
6. Provide informal, ongoing, two-way communication to all members of the public to

highlight the incentives of the Chase Bank college student checking account program
using channels preferred by members of the target audience.
7. Provide targeted, interactive advertising to highlight the incentives of the Chase Bank
college student checking account program using channels preferred by members of the
target audience.
8. Use one-way, preferred communication channels to inform the public of Chase Bank’s
commitment to offering relevant products and improving confidence in its brand.
Campaign Theme & Tagline
Theme
The major theme around this campaign will be focused on harnessing the emotions
surrounding new graduates who are entering and exiting college. Efforts will focus on the
excitement of independence yet the importance of securing a smart financial future. Chase Bank
will be the bank that helps graduates and their families celebrate their success through incentives,
and helps clear confusion surrounding banking products to help graduates put their best foot
forward.
Tagline and Key Messages
Chase Bank. Helping you enjoy the journey.
1. Let Chase take care of the little things while you enjoy the big things.
2. Chase - there to help you support the ones you love.
3. Banking doesn’t have to be confusing. Let Chase show you how.
Campaign Tactical Summary

1. Immediately create and distribute television advertisements targeted toward target
audiences to communicate the incentives of opening a college student checking account
(see Appendix B).
2. Immediately create and distribute social media advertisements through Facebook,

Instagram and Pinterest to communicate the incentives of opening a college student
checking account, the innovative and useful features available to consumers and the ease
of use (see Appendix C).
3. Identify and execute sponsorship opportunities of National Collegiate Athletic

Association (NCAA) playoff and championship football, women’s volleyball, men’s
basketball and men’s baseball events and promote them through nationally broadcasted
television commercials and social media campaigns.
4. Partner with NCAA to include Chase Bank logos and taglines on NCAA-led advertising.
5. Immediately develop and execute employee in-person offsite trainings to educate

consumer-facing employees on the external and internal incentives of the new Chase
college checking account program.
6. Include and prioritize teller education at the off-site trainings and throughout the product
transition to ensure they are disseminating correct and pertinent product information and
building a consumer-friendly environment during each interaction with direct or indirect
target audiences.
7. Adopt and establish an internal intranet overseen by the public relations department to
provide a unified platform to distribute product information and allow employees to ask
peer-to-peer questions.
8. Immediately adopt a customer relationship management tool to help employees grow

personal connections with each client and prospect.
Campaign Measurement and Tracking
The goal of the periodic evaluations given to both employees and consumers are to
ensure both entities are receiving and/or administering consistent messaging and true
information, and that Chase is prioritizing a relationship culture with consumers. The tactics used
to measure and track progress are as follows:
1. Administer a survey prior to the initial training, after the initial training and three
subsequent monthly surveys to gauge if employees are receiving consistent messaging
from upper management through the educational tactics listed above.
2. Administer monthly surveys to consumer-facing employees to gauge the effectiveness of
the newsletter and collaborative trainings in providing information and addressing
employee concerns.
3. Administer a customer satisfaction survey 1-week, 6-months and 12-months post
account-opening to gauge the level of employee outreach and customer satisfaction.
4. Include additional questions on the customer service survey sent out 1-week post
account-opening specific toward product messaging and initial employee interaction.
5. Identify how many accounts have been opened by our target audience prior to launch and
identify the increase in account openings 3-months after launch.
Conclusion
The overall goal of this campaign is to inform people that Chase Bank is the bank that
provides the products they need backed a workforce that puts consumers first. By changing the
incentive structure around college student checking accounts, Chase sets themselves apart from
the top market competitors. In addition, by diligently working to educate its employees and build
a consumer-centric environment, Chase can combat the reputational damage done during the
2008 recession as well as the negative industry stigma exacerbated by Wells Fargo in 2016.
Throughout this campaign Chase will implement advertising measures that clearly
communicate the benefits of college student checking accounts to students and their families.
Chase will use advertising channels that directly reach the identified target audiences with
messaging that maintains the professional, approachable and guiding nature of the Chase brand
voice. Additionally, the campaign will work to build an emotional connection with the target
audience informing them that Chase will support them and their loved ones through some of
life’s biggest moments. Lastly, the incentive structure of the new college student checking
accounts is truly to benefit those opening the account by providing extra financial support as well
as additional educational resources through the various digital platforms Chase offers.
Chase will strive to build an internal workforce that is wholly educated on new products,
is supported through collaborative and open communication, and is incentivized by both
generating sales and creating relationships. Additionally, offering a competitive product that
focuses on consumer needs and building client relationships will combat that tainted reputation
and start to move Chase forward. It is through ongoing, formal and informal advertising, backed
by consistent consumer and employee surveying that Chase can monitor its progress. It is the
corporate vision that encompasses all of these aspects and reaches consumers on an emotional
level that will lead to greater returns.
References
Bank of America. (2019). Banking for Students: Checking Accounts & Debit Card Options.
Retrieved July 28, 2019, from https://www.bankofamerica.com/student-banking/checking/
BrandFinance.com. (2017, February). JP Morgan Chase: Most Popular US Bank Brand.

Retrieved July 24, 2019, from https://brandfinance.com/press-releases/jp-morgan-chase-
most-popular-us-bank-brand/
Burton, A. L. (2018, October 22). What's up with Chase's octagon? Retrieved July 24, 2019,
from https://www.chase.com/news/102218-chase-octagon
Chase. (n.d.). Home [YouTube Channel]. Retrieved from https://www.youtube.com/chase
[CNBC]. (2019, January 25). How Chase and BoA are trying to win back millennials [Video
file]. Retrieved from https://www.youtube.com/watch?v=H-QfCCCiSK0
Chase Bank. (2019). College Checking Account. Retrieved July 28, 2019, from https://
www.chase.com/personal/checking/student-checking
Chase Bank. News & Stories from Chase. (n.d.). Retrieved July 28, 2019, from https://
www.chase.com/news/your-money
Citi Bank. (2019). Online Banking: Open a Checking Account Online. Retrieved July 28, 2019,
from https://online.citi.com/US/banking/citi.action?ID=checking-account-
overview&JFP_TOKEN=BGF96SGT
Gordon, J. (2008). Powering Branch Growth -- The right combination of data, analytics and
automation could spell branch success. Bank Systems & Technology, 45(11), N/a.
JPMorgan Chase - Corporate Responsibility: Advancing Cities. (2019). Retrieved July 28, 2019,
from https://www.jpmorganchase.com/corporate/Corporate-Responsibility/
advancingcities.htm
McCarthy, J. (2019, May 24). Americans' Confidence in Banks Still Languishing Below 30%.
Retrieved July 26, 2019, from https://news.gallup.com/poll/192719/americans-confidence-
banks-languishing-below.aspx
Rich, R. (2013, November 22). The Great Recession. Retrieved July 26, 2019, from https://
www.federalreservehistory.org/essays/great_recession_of_200709
Spaid, T., & Branton, M. (2013, April 22). Bank Director: The Profitability of the Average
Checking Account. Retrieved August 1, 2019, from https://www.bankdirector.com/index.php/
issues/retail/the-profitability-of-the-average-checking-account/
Sponsorship.com. (2014, December 22). How JPMorgan Chase Is Banking on Sponsorship.

Retrieved July 27, 2019, from http://www.sponsorship.com/IEGSR/2014/12/22/How-
JPMorgan-Chase-Is-Banking-On-Sponsorship.aspx
Student Checking. (2019). Retrieved July 28, 2019, from https://www.wellsfargo.com/checking/

student/
Tahmincioglu, E. (2017). Wells Fargo fake-accounts scandal: Governance lessons to be

learned. Directors & Boards, 41(4), 36.
Appendix A
Table 1: Market Analysis for College Student Checking Accounts
Proposed Product Chase Current Bank of America Wells Fargo Citi Bank
Changes Product
Service Fees Waived if enrolled in Waived for 17-24- Waived for Waived for Waived if $1500
college, university, year-olds enrolled students under the students 17-24 average monthly
trade or vocational in college or age of 24 and years balance is
program university enrolled in a high Free bill-pay and maintained or one
school, college, money transfer qualifying direct
Free check deposits university or deposit or bill
vocational payment per
program. statement is made
Non-Bank No ATM fees for $2.50 $2.50 $2.50 $2.50

ATM Fees withdrawals of $100
or more
Money Free with checking Free with checking Free with Free with Free with checking
Transfer & account account checking account checking account account
Bill-Pay
Mobile Free mobile banking Free mobile Free mobile Free mobile Free mobile banking
Banking via app banking via app banking via app banking via app via app
Student $200 for recently $100 for qualifying $400 if you $500 if you deposit
Monetary graduating from a 4- college students deposit $25 and and maintain an
Incentives year college, make 10 posted account balance of
university, or Refer-a-friend purchases or $15,000 and
specialized trade rewards payments each complete one
school month for 3 qualifying direct
consecutive deposit each month
$100 for graduating
months
high school with a 3.5
GPA or higher (for
recent HS grads only)
$200 for switching
from a competitor
bank, depositing $50
and making 5
qualifying purchases
within the first 90
days
Other Specialized debit card No fees for Campus card with Entertainment and
Incentives with school logo students 13-17 participating dining perks with
years old if account schools – acts as Citi Debit Card
Discounts on school
linked to parent or ID, meal plan and
supply purchases with
guardian’s account library card
specified retailers
Appendix B
Television Advertisements for Chase Bank IMC Campaign
Television Advertisement 1a:
Target. Parents of new high school graduates who will be enrolling in community colleges,
4-year colleges or universities and vocational or trade programs
Theme. sentimental, taking care of your loved ones Peace of mind, Chase takes care of the
little things while you enjoy the big things
Media. Television commercial
Tagline. Let Chase take care of the little things while you enjoy the big things.
Summary. Chase will harness the power of these emotions from the parent’s point of view by
communicating that they are not alone in ensuring their child is supported and learns to make
smart financial decisions. Chase will be there to take some of the confusion about student
banking off of the parents so they can enjoy the emotions that come with their child enrolling
in college, trade or vocational school for the first time.
Storyboard.
! !
!
! !
!
“You’ve watched him/her “Her/his proudest moments are “You’ve taught him/her
grow and knew this day your proudest moments.” everything you know. Now it’s
would come.” time to let him/her fly.”
! !
!
!
“Chase is there to help you “Let Chase take care of the

support the ones you love little things while you enjoy
most.” the big things.”
Television Advertisement 1b:

Target. 17-19-year-olds who have enrolled in college, community college, or trade or
vocational programs
Theme. exciting, emotional, yearning for independence
Media. Television commercial
Tagline. Let Chase take care of the little things while you enjoy the big things.
Summary. Chase will support the student through this same transition but harness the
emotions behind graduating high school and entering into a new educational. Chase will
acknowledge the hesitation and excitement that come with transitioning to a new phase in
life, especially if that includes moving out of the house or paying your own bills for the first
time.
Storyboard.
! !
! !
! !
“You’ve worked really hard “This is your moment to “They’ve supported you along
and this is it.” shine, to grow, to soar.” the way.”
! !
!
!
!
!
“Now it’s time to show them “Let Chase take care of the
you’ve got this.” little things while you enjoy
the big things.”
Appendix C
Social Media Advertisements for Chase Bank IMC Campaign
Social Media Advertisements
Target. 17-19-year-olds who have enrolled in college, community college, or trade or
vocational programs and 19-22-year-olds enrolled in college, community college, or trade or
vocational programs with a small monthly income from an internship or job
Theme. Ease of Independence
Media. Facebook digital carousel ads, Instagram posts, Pinterest board
Tagline. Banking doesn’t have to be confusing. Let Chase show you how.
Summary. The goal of these digital ads is to reach consumers on the platforms they are most
using and to highlight the benefits of using Chase products. Chase will advertise the
promotional incentives and ease of using its banking products, particularly the mobile
banking, automatic bill-pay, free money transfers, and account alert features. The posts that
accompany the digital images will provide information on the product, a link to the Chase
webpage, and the tagline “Banking doesn’t have to be confusing. Let Chase show you how.”
Storyboard.
School Pride Incentive Good Grades Incentive Chase College Checking
Account
!
! !
!
“Show your school spirit! “At Chase, we believe “Receive 15% off on school
Receive a debit card with your good grades matter! supplies at select retailers when
school logo when you open a Receive $100 for holding a you use your Chase College
Chase College Checking 3.5 GPA or higher with Checking debit card.”
account.” Chase College Checking.”
Chase QuickPay with Zelle ® Chase Bill Pay Alerts Chase Direct Deposit
! ! !
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Rhoades Chase Bank Week 7

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Rhoades Chase Bank Week 7

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Running head: CHASE BANK: HELPING YOU ENJOY THE JOURNEY CAMPAIGN !

Chase Bank: Helping You Enjoy the Journey Integrated Marketing

Chase Bank: Helping You Enjoy the Journey Integrated Marketing

Chase Bank Brand Overview

octagon—originally black, brown, green, and blue—represent[ed] forward motion, while

Chase Bank SWOT Analysis

Target Audiences and Personas

3. To increase public confidence in Chase Bank within 5% of pre-2008 financial crisis

1. Provide immediate, formal education to consumer-facing employees on the restructuring

2. Provide formal, ongoing training opportunities through digital learning platforms to

3. Provide informal, one-way communication to employees through a bimonthly, internally

4. Provide informal, ongoing, two-way communication to employees to identify, answer and

5. Provide informal, one-way communication to our primary target audience through

6. Provide informal, ongoing, two-way communication to all members of the public to

Campaign Theme & Tagline

Campaign Tactical Summary

2. Immediately create and distribute social media advertisements through Facebook,

3. Identify and execute sponsorship opportunities of National Collegiate Athletic

5. Immediately develop and execute employee in-person offsite trainings to educate

8. Immediately adopt a customer relationship management tool to help employees grow

BrandFinance.com. (2017, February). JP Morgan Chase: Most Popular US Bank Brand.

Chase. (n.d.). Home [YouTube Channel]. Retrieved from https://www.youtube.com/chase

Sponsorship.com. (2014, December 22). How JPMorgan Chase Is Banking on Sponsorship.

Student Checking. (2019). Retrieved July 28, 2019, from https://www.wellsfargo.com/checking/

Tahmincioglu, E. (2017). Wells Fargo fake-accounts scandal: Governance lessons to be

Table 1: Market Analysis for College Student Checking Accounts

Non-Bank No ATM fees for $2.50 $2.50 $2.50 $2.50

“Chase is there to help you “Let Chase take care of the

Television Advertisement 1b:

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