“LEBIH UNTUNG DI

SEABANK”

Marketing Plan 2022

Adnindira Ismara
 CUSTOMER CENTRIC
is a marketing approach that is designed based on the needs and interests of consumers.
 Vision
Become a leading of digital banking
through providing the best services
for its customer and business partners.

Mission
• Make it easier for customers to carry
out financial activities
• Simplify the management of daily
financial activities
in creating marketing plans, the first thing is we need to know what is • Provide convenience, trust, and sense
our vision and mission and what value we would add to the company. of secure for customers to transact on
our Digital App
• Engage customers with benefits in
transactions
 The Case

What's the business problem? What's we need to analyze?

What's the case?
The campaigns that have been carried out have
After 1 year of operations, we not been able to increase awareness of current How to grow the active customers to
products and services. The messages conveyed in
1 million in 6 months? Is it possible
have 100k customers with only the campaign cannot touch the target market
emotionally so that customers are not engaged to achieve or not?
10% customers active. actively with our products and services.

2 1
Determine the Know who the
Target market competitors What's the hypotheses?

It’s quite hard to increase up to 100%

of the active customer in 6 months
Create the
Campaign without any engagement program.
strategy BUT, IT IS POSSIBLE to achieve with
3 some engagement programs.
Build branding

Determine the
Success Metric
What's we need to do?
4
5 6 We need to create a marketing
Campaign Release
Schedule &
Budgeting
Campaign plan to achieve the target.
HIGH LEVEL CONCEPT

Know the Competitors (SWOT ANALYSIS)

We are
here
HIGH LEVEL CONCEPT

Know the Competitors (SWOT ANALYSIS)

Competitors Strengths Weaknesses Opportunities Threats

1. The rise of cyber crime

1. User Friendly cases in the use of
2. No minimum deposit & 1. The online payment online applications,
get reward for using feature becomes a menu in including online services
1. Limited ATM mobile digital banking (fraud).
referral code
3. Can be use as a credit 2. Top up fee is more banking that is often used by 2. Uncertain networks and
expensive the public. servers even occur error
card
3. There is a fee penalty if 2. Can transact directly when making transactions on
4. Have some features in
Jenius the balance is less abroad. digital applications can
one application 4. The online payment 3. Lots of people who already
5. The existence of a reduce the quality of
feature or e-wallet use smartphones so they can
physical card can make it center is not complete quickly understand the use of service.
easier for customers to yet digital banking apps. 3. The understanding of
transact when the people who still think
4. The ease and speed of
smartphone signal is transactions. that BTPN bank is a bank
disturbed. for retirement
customers only.
HIGH LEVEL CONCEPT

Know the Competitors (SWOT ANALYSIS)

Competitors Strengths Weaknesses Opportunities Threats

1. The rise of cyber crime

1. User Friendly cases in the use of
2. Can connect to the Bibit online applications,
account directly including online services
3. Free monthly admin fee 1. The online payment
1. Limited ATM feature becomes a menu in digital banking (fraud).
4. Free bank transfer with 2. There is no nearest mobile banking that is often 2. Uncertain networks and
max quota 25 (> charge servers even occur error
3k) branch yet used by the public.
3. Verification process is 2. Can reach a wider target making transactions on
5. Can have multiple Visa digital applications can
quite long. through the use of
debit cards and Pockets reduce the quality of
Bank Jago of Jago 4. Does not support the information technology
6. Have some features in
QRIS code to support tools. service.
one application. smooth payments 3. Lots of people who already 3. There are not many
7. The existence of a 5. Credit Card Not use smartphones so they can Bank Jago branches.
Available quickly understand the use of When there is a
physical card can make it
easier for customers to 6. Not yet connected to digital banking apps. problem, it must be via
major marketplaces 4. The ease and speed of email it can reduce the
transact when the
transactions. quality of services
smartphone signal is
disturbed. because sometimes
customers need a quick
response.
HIGH LEVEL CONCEPT

Target Market

General Category Specific Category

• Student and Mature • The specific category can be use to describe target
campaign
• Range age:
1. Under 17 (For student) • The specific category describe the criteria of targeted
2. Above 17 (For Mature) customers of any campaign that will be release based on
the program.
• National Example:
- Campaign “Enjoy 8.8% Cashback with Shopee”
• All customers who have Shopee account
• Age above 17
• National
• Balance >= 1 million
 HIGH LEVEL CONCEPT

Campaign Strategy

Analyze
Awarenes Customer
Opinion
(Sentimen analysis)

Social Media SMS

Consideration

Bridging Distance
Event WHATSAPP

Decision

Customer
Active Experience &
Telesales Transactions Engagement
EMAIL
 HIGH LEVEL CONCEPT

Campaign Strategy & Success Metric

Type of Campaign Programs Short Brief Channel Type of Content Target Strategic Target Takers

Inviting financial KOL to

promote the ease of Social Media (IG, Tiktok,
using SeaBank through
Awareness Seabank Affiliate their respective platforms Twitter, Facebook, Video, Blog, Poster New Customer 500k customer
Website)
and use their referral
code to get a first balance

Create a big event or

music festival by inviting
Social Media (IG, Tiktok,
top artists by requiring
Twitter, Facebook,
Awareness Sing with SeaBank customers to create an Website) Video, Blog, Poster New Customer 500k customer
account and top up funds
through the seabank
application

Welcoming series
promotion for new users
W1 & W3: Ada hadiah
Rp100rb dari SeaBank
hanya dengan 2x Digital Channel (WA &
Consideration Welcoming new users Poster & Brief New Registered Customer 300k Customer
transaksi di Agustus 2022 Email)
W2 & W4: Hadiah special
buy 1 get 1 tiket bioskop
kesayangan kamu dari
SeaBank!
 HIGH LEVEL CONCEPT

Campaign Strategy & Success Metric

Type of Campaign Programs Short Brief Channel Type of Content Target Strategic Target Takers

Promotion for dormant

users
W1 & W2: Spesial Nasabah
Terundang Belanja di mana
saja dapat cashback hingga
Consideration Special Dormant & Inactive Rp 1 Juta with minimum Digital Channel (WA, SMS, Poster & Brief Dormant Customer (Non 200k Customer
Promotion 100k transaction & Email) Active Cust)
W3 & W4: Spesial Nasabah
Terundang Belanja di mana
saja dapat cashback hingga
Rp2juta with minimum
500k transaction

1. Promo Disc 30% di

MAP Group with
SeaBank
2. Diskon 50%
Mengenang Mantan di
Kopi Kenangan!
3. Buy 3 get 4 All you can Mass Promotion to use Social Media (IG) & Digital
Decision eat on Gyu Kaku only SeaBank on purchasing any Channel (WA & Email) Poster & Brief All Customer 500k Customer
with Seabank merchant products
4. Tingkatkan
transaksimu dengan
SeaBank s.d Dec 22
dan dapatkant tiket
konser BlackPink
gratis!
 KEY POINT

Create a good
Can be setup for
moment between
Engage customer with Good Leds, other program to
SeaBank and the
a bright and Good Campaign, generate campaigns
User Friendly customer
happening campaign Good Takers, based on tracking
and program campaign
1 platform for some
Good Sales Volume analysis
features
RISK MITIGATION

1. Campaign Effectiveness
Select the profitable campaign by having campaign revenue information in the online form

2. Software
Database Crash  Backup Database

3. Hardware
Server Down  Prepare Disaster Recovery server

4. No output sales from the campaign  Tracking takers and sales volume of campaign program.
Adnindira Ismara Putri
085710171611
Adnindiraismaraputri@gmail.com