- An overview and proposed integrated creative strategy for Signature Business Banking in 2018 BankRI marketing.
1.Strategy - BankRI intends to use Signature Business Banking as a central element in its 2018 communications strategy. As a branded service mark, Signature Business Banking offers a strong platform to communicate the bank's business and commercial banking services while at the same time, supporting overall brand image.
2.Design - As a backdrop to BankRI's 2018 Signature Banking marketing, we suggest using a dark blue leather folio to create a sophisticated, distinctive, and consistent design framework. The blue leather coordinates with the bank's color palette and suggests a hands-on, portfolio-like quality, underscoring BankRI's expertise in business and commercial banking.
3. Creative - We envision developing a coordinated marketing program that includes:
1. A consistent series of print and digital ads and posters highlighting specific features and that are branded for specific markets i.e. Signature Business Banking for Healthcare.
2. Design and develop a 30 second TV commercial for placement in local broadcast media.
3. Edit the 30 second TV spot into necessary formats for placement in connected TV and streaming services.
4. Use audio backdrop, voice over, scripts, music, SFX, etc. to develop radio as part of the integrated communications strategy.
5. Design billboards using leather graphic framework and simplified messaging.
6. Incorporate graphics and messaging into a lead generation-focused, dedicated Signature Business Banking landing page.
7. Update current social media channels with Signature Business Banking graphics that link to the Signature landing page.
8. Develop Signature-branded content (how-to videos, articles and resources) for digital syndication and use in social media.