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Unit 3 Situational Analysis And Market Focused Positioning Statement

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Advertising and Public Relations (MKTG320-1802A-01)
Instructor: Melissa Goodson
Unit 3: Situational Analysis and Market-focused Position Statement
Amanda Kranning
April 23, 2018

As our team proceeds forward with the unveiling of our new advertising and public relations campaigns, we strive to position our bank above our competitors by offering our hometown feel but extremely knowledgeable capabilities in financial planning. Appealing to our potential consumers with a specific and well thought brand is how we will succeed. As we have previously shown, we have narrowed down our target market to 35-55 year olds or Generation X, who concerns are primarily focused on retirement. Since we are proficient financial advisors, we want to appeal to those needs. Research has shown that 74% use the Internet for banking and 72% use it to research products or companies (Schawbel, 2015). Using this evidence, we have developed a strong position statement to draw these consumers in. …show more content…

Here at Hoosier Banking we are with you each step you take in securing your future.”
Creating high-level advertising and public relation strategies to help facilitate the success of us reaching consumers nationwide, our market segment was thoroughly researched with the use of questionnaires, website statistics through social media, as well as some focus groups. What was found was astounding allowing us to see exactly what markets we need to be advertising with. Some of the factors Generation X utilizes

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