Campaign Goal: The overall goal of this campaign is to increase the awareness of Carver State Bank’s brand in the Savannah area. A strategic plan will be implemented to increase number of accounts for Carver State Bank, to increase the awareness of their top marketable financial products and services, and to inform the public on the benefits of banking with a Black owned bank.
Target Audience: Savannah area citizens (with special consideration to the ages of 18-25 and 45+)
Objective 1: To increase social media interaction by 40% before March 29, 2017, and influence potential customers to visit Carver State Bank’s website. According to an interview with Robert E. James from Carver State Bank, they are currently not using social media for any purposes.
Objective 2: To increase the brand awareness of Carver State Bank’s financial products, services, and initiatives for customers by 10% before March 29, 2016. According to the primary research, 84.6% of the participants in the survey acknowledged the fact of their awareness of Carver State Bank but 100% of those participants do not have an open account with Carver, one can infer that not being aware of all that Carver has to offer is what is holding people back from doing business with Carver.
Sponsored Social Media Post/Ad: A social media ad was implemented to increase the awareness of Carver State Bank’s website and their new social media pages. The ad ran for a day with a cost of $5 on Facebook. The ad was estimated to reach 700 accounts in the Savannah area. The insights and results from the ad were provided on Facebook.
Class Presentations: During this campaign, a number of three class presentations were implemented. The class presentation was used to inform students on Savannah State University campus of Carver State Bank and the services they provide for all as well as their history as Savannah’s only Black owned bank and location. Information was presented before two of Dr. Sherry Serdikoff’s classes on April 7, 2017. Also, information was presented before one of Dr. David Simmonds’ class on April 10, 2017. Each class had an estimate of 25 students per class. Upon the completion of the class presentations, a survey was administered. This method produced 55 responses to this evaluation survey.
The sample selection used was a non-random survey. Participants were chosen to be surveyed by qualifications of being in attendance to the classes where the presentation was presented on Savannah State University’s campus to obtain the results needed for primary research.
Data Collection Technique
The survey was administered and distributed through Google Forms. The survey link was administered through a link shown at the conclusion of the class presentations. Participants in the survey were encouraged to visit Carver State Bank’s website and locations for more information.
To achieve credible results, 30 questions were given to roughly 75 participants of the Savannah State University student community to gauge their interest toward opening up a bank account with a Black owned bank. The survey hosted a combination of questions from multiple choice, range, and short answer comments.
A consent form was given with each and every survey. Participants were aware of the confidentiality used to conduct this survey. Also, participants were aware of their privilege to withdraw from the survey at any time.
Data was collected using the Google Forms spreadsheet. The spreadsheet and further statistics were used to analyze the data.
My campaign includes two forms of summative evaluations and one form of formative evaluation. After implementing class presentations and running social media campaigns, the results from the newly administered survey produced and showcased a great change.
Other Summative Evaluation
The social media ad produced some encouraging results. The ad ran for a day with a cost of $5 on Facebook. The ad was estimated to reach 700 accounts in the Savannah area. The insights and results from the ad were provided on Facebook. In totality, 357 people were reached (which means it was present and view on their Facebook timeline). The ad garnered 6 post engagements of 1 like of the newly created Facebook page, the link provided in the post to the website was clicked once, and the post itself gained 4 likes. Also, the creation of the social media pages of Instagram and Facebook gained 59 followers and 60 likes, respectively.
Facebook Analytics from Facebook Ad
In conclusion, due to time constraints and the hardships faced of making timely arrangements with Carver State Bank; the campaign could have been deemed a success and garnered more buzz to make an impact in the Savannah, Georgia area. In the most recent administered survey, the number of people who heard of Carver State Bank dropped. This can be due to the fact that the surveys were sent out to different people. Most participants who took the recently administered survey were mostly students who originated outside of the Savannah area.
With more time, I could have presented the recently administered surveys after people had more time to digest the information of the campaign. An increase in those who had or were willing to open an account with Carver State Bank proved to show beneficial results from the campaign. Also, after people hearing all of the services Carver State Bank provides for the African American community in Savannah helped increase the percentage of people who were willing to recommend others to bank with Carver.
During this campaign, it came to my knowledge that Carver State Bank does not utilize social media. With the creation of social media pages, Carver State Bank was able to reach a desired demographics of a younger generation than their average clientele of citizens within the age range of 18-34. After discussing the idea and implementation of this endeavor to create their very own pages, Carver State Bank decided to keep and continue to utilize the social media pages created for them upon completion of this campaign.
If given more time, I would have implemented more social media posts to garner more engagements and create more buzz. I definitely could have discussed with Carver the idea of presenting a promotion to the public to gain more buzz. With only a fraction of the campaign being implemented, the actions of class presentations and social media ads created a small impact for the Carver State Bank, and could help more going forward.
Previously, I had some lofty and ambitious ideas that were unable to be implemented due to time constraints, the lack of funds devoted to the advertising endeavors, and the bank’s heavy schedules of examinations which led to missed meetings and arrangements to discuss the campaign with the client, Carver State Bank. Through this process, I learned to manage time more efficiently if I want to see greater success with any campaign. Staying on top of clients and presenting more urgency of a time sensitive campaign could have propelled this campaign to greater heights.
Another issue that I encountered was with my idea of taking pictures of the bank, its daily interactions, and the employees at work and then later posting it to social media with small interviews of people and employees love to give the public a greater sense of familiarity was met with strict regulations from the Federal Government which keeps banks from showing too much of their inside operations to prevent thefts. The knowledge of this matter emerged later and was unable to overcome. With more time, better communication, and more money, this campaign would have been able to make a greater impact for the Carver State Bank brand.