strategy goal
The overall goal for this marketing initiative is to increase the size of our customer base. To achieve this goal, we will launch a campaign that encourages existing customers to invite others to open an account.
For every new account that is opened using the existing customers code, Aspiration Bank will donate $200 to participating non-profits. The $200 will be split equally between the existing and new customer ($100 each). The money is not theirs. It is instead their choice to select the non-profit or charity that receives that money as a donation. The receiving organization must already be screened by Aspiration Bank to receive funds.
Members helping members
I decided on creating a handful of both print and internet ads. The message was always the same but the visuals were different each time. I figured that if a customer saw a variety of visual ads, they wouldn't become numb to them and ignore the message.
Considerations
Keep it simple. Make it enjoyable.
When thinking of how to best achieve this goal, I believe it is important to keep the following tenets in mind. Striving to create a marketing campaign that meets these expectations will ensure we are providing an experience that is both valuable and enjoyable for Aspiration Bank customers.
Process
Iterate. Iterate. Iterate.
Once I had tenets I could work around, I began exploring different visual styles. I knew the photography would need to highlight the message I was trying to tell. I started there and kept changing the layout and overlay until I was happy with the result.
Creative products
Deliverables.
There are many ways to carry out a marketing campaign. The following slides outline actual deliverables that would be associated with the campaign described above.
I chose to create a series of marketing ads that could give Aspiration Bank branches options for what to advertise. By providing several options of the same message, customers could continue receiving the same message several times. This would ideally push them to take action and participate in the campaign.
Print ad. Internet banner ad. Facebook post.
Print ad
Sticking to Aspiration Bank style.
This print ad was designed to match the current Aspiration Bank styling and aesthetic. They have a great brand voice and I wanted to carry that through wherever possible. The whitespace, font-weights, bold imagery, and simple text all point back to the brand.
I chose to incorporate images of wild animals in the ad. I thought this was one way to provide an immediate and lasting impact of how their actions could help the animals depicted.
Internet banner ad
Flexible design for multipurpose use.
Internet banner ads appear in many different places. Considering this fact, I felt it important to provide an array of sizes and images that could be used across a variety of mediums and uses. Similar to the print ads, they appear visually different but deliver the same message to existing customers: that of action.
Facebook post
Creating the Facebook post was simple and straightforward. I reused one of the print ad designs, adapting it as necessary to fit the frame of a post. The options and framing come directly from Facebook.
