Advertising and Public Relations (MKTG320-1802A-01) Instructor: Melissa Goodson Unit 1: Developing Advertising and Public Relation Amanda Kranning April 10, 2018 Executive Summary As Vice President of Advertising and Public Relations, I will strive to seek networking support through the usage of state of the art advertising and compelling public relations. My team and I will design an infrastructure that will bring competitive advantage into view. Additionally, we will achieve ways to reach a broader customer base to increase our growth prospective with our return on investment (ROI). Effectively accomplishing our objectives is our number one priority for our bank. Strategic Goals When looking at the long-term goals of …show more content…
• In order to increase our overall profit and rate of investment our goal is to multiple the number of corporate accounts by 60% by the end of the year as well as improve our total value of commercial loans by 10% by the end of the quarter. Additionally, meeting quarterly sales to a target of 45% increase will greatly improve overall profits for our bank. (Success Factors, Inc., 2003) • The development of community awareness of the bank's services by initiating a branch-marketing program by the end of the fiscal year will create the competitive advantage we seek within the e-commerce sector. (Success Factors, Inc., …show more content…
We will work on promoting special offers and deals regarding our personal and home loans with the usage of social media (Facebook, twitter, YouTube etc.) along with commercial advertisement. This will drive home our small bank personal feel with big banking possibilities. (Success Factors, Inc., 2003) • In order to drive all three of our goals through use of advertising and public relations, we want to create awareness with our market. We want to be able to separate from the other banking institutes by promoting our services and why we are better. We can create an image of good will to not only our local community but across the nation by volunteering locally and donating to needed causes. We believe we can achieve brand recognition nationally as well as an increase in transactions by end of the fiscal year. (Reference for Business, 2018) Importance of Specific Objectives Indicators of performance through the examination of efficiency, costs, profits, and market structure allow us to access the improvement or decline at our banking institute. We can then adjust our promotional offers to our prospective clientele in order for us to increase our revenues. Seeking opportunities to develop or to test new advancements by isolating the program can bring great feedback for