The overall campaign will have broad appeal to all demographics. However, it will have elements that will target specific age groups:
| Target Age Group |
Focus |
|
(1982–2001)
|
Message
Trust to provide easy access to service (e.g. home banking)
Services
Auto purchase, first home
Sample Story Idea
Getting the first car
|
|
(1961–1981)
|
Message
Trust to provide the wide breadth of services (e.g. investments, loans) needed
Services
Home equity, saving for kid’s college
Sample Story Idea
Planning for vacation
|
|
(1943–1960 -focus on young seniors)
|
Message
Trust keep savings safe and soundness (e.g. fed insurance)
Services
Saving and investment
Sample Story Idea
Getting ready for retirement
|
The targeting will be accomplished by having special sections of the Web site dedicated specifically to each group, along with radio spots and collateral materials. The targeting will feature members of the given age group telling their personal stories through video, pictures, audio and the like. In addition, each section of the site will contain topics and resources relevant to the group (e.g. auto buying for Gen Y, retirement for Boomers).
|
Regulatory Affairs
