Chase Bank final presentation for New Media Drivers License

1. S
Digital Strategy
By: Jessica Baltusis

2. Background on Chase Bank
S Chase Bank is the U.S.
consumer and commercial
banking business of JP
Morgan.
S Offer a broad range of financial
services from personal banking,
small business lending,
mortgages, credit cards, and
much more.
S Currently ranked #1 in
customer satisfaction among
largest U.S. banks for the third
consecutive year
S #1 most visited banking portal
in the United States
S #1 in mobile banking
functionality
S Chase offers more than 5,100
branches and 16,100 ATMs
nationwide.

3. The Big Idea
S The big idea for Chase Banks digital advertising plan is to
engage with existing customers, while attracting new ones, as
well as building their brand image that may have been
tarnished from any social media posts from customers
unsatisfied with their business.
S Chase has such large brand awareness, it is best to support
their digital marketing plan using all platforms of social media to
infiltrate the market (Facebook, Twitter, Instagram, LinkedIn,
and blogging).
S Also using e-mail marketing, as well as tracking strategies and
tactics with Google Analytics and Google Adwords.

4. Target Audience
S 25-50 year old men and women
S Financially stable
S We are using a wide target audience because Chase has
so many service available, there will be something for
everyone to take advantage of, especially with all of the
different digital marketing strategies.

5. Tools and Tactics
S Important to differentiate in the
marketing strategy which will be used
to build positive brand awareness and
which will be used to generate leads
and drive sales
S Imperative to establish both short and
long term goals for the company, with
the exact steps for how to reach these
S Need to focus on Chase’s core
competencies, these are their
customer insights, their strategies,
and their optimization and analysis.
S For social media campaigns, it is best
to build an engagement timeline,
preferably a calendar, this way you
are able to benchmark your progress.
S Chase must make sure they are
keeping their brand message and
content consistent through all of the
channels its using, to make the the
end goal of their brand awareness all
in sync.
S Set aside a budget of 10 million
dollars annually for spending on their
digital media strategy, can be altered
throughout the process
S Set goals of a 3% increase in
personal banking customer accounts
for semi-annually
S Make sure the marketing team is
always assessing their progress and
working strategically, frugally, and
collaboratively.

6. Facebook
• Will be the main platform for
driving sales for individuals
• Ideal for CRM, able to
interact directly with
customers
• Build positive brand
awareness through Chase’s
community initiatives, as well
as positive success stories
of individuals who have used
Chase Bank.

7. Twitter/Instagr
am LinkedIn
S The main medium for driving
business-to-business sales.
S A good way to promote what is
going on in the business/news
portion of Chase, by keeping
businesses and follower up to
date with stories, initiatives, etc.
S Differentiate themselves from
other banks by highlighting key
features and services.
S All about building positive brand
awareness for Chase.
S Can work on CRM as well as
sharing inspiring stories for how
Chase has impacted people’s
lives.
S Completely free marketing

8. Email
Marketing/Blo
gging
S E-mail marketing will be used for
turning leads into customers,
then into loyal customers.
S E-mail marketing will contain
relevant content depending on
what parts of the Chase business
they use
S Currently there are many blogs
up for “bad customer service”, the
goal is to retract and show how
all claims that are made are false,
and show the good CRM tactics
Chase uses.
Google
Analytics &
AdWords
S Google Analytics and Adwords
are to to be used to track the
progress of search engine
optimization and traffic to the
designated Chase website.
S Good to use a calendar as well
as adjusting budgets for daily
and monthly depending on
goals and how the marketing
strategy is coming together as a
whole.

9. Budget
1,000,000 500,000
1,000,000
2,000,000
1,000,000
2,000,000
2,000,000
500,000
Money Alloted by Platform
Facebook
Twitter
Instagram
LinkedIn
Blogging
E-mail Marketing
Google
Analytics/Adwords
Supporting Strategies

10. Summary
S By incorporating a mixture of different platforms and strategies,
Chase is going to be able use its resources to increase
personal banking accounts by 2% semi-annually.
S Chase is going to build positive brand awareness by engaging
with consumers and rebuilding its image from any bad press
through social media it has received.
S The allocated $10,000,000 budget can be altered depending
on the engagement timeline and where the marketing teams
sees fit.
S Track progress through Google Analytics and Google Adwords