US Bank Copywriting Newspaper Ads

Creative Brief

Client Name: US Bank

Product Name: Online Banking

Prepared by: Chelsea McGuire

Project Background:

The project will feature US Bank’s online banking service. We are advertising online banking to generate increase existing customer usage, including bill payment and electronic statements. The expected results would be that more people will use US Bank online and convenient online banking service.

Advertising Strategy Statement:

Advertising will convince adults ages 30-60 that US Banking provides online banking and customer service that will be convenient to them.

Support will be that Spears and Associates ranked US Bank’s website as number-one Retail Internet Banking site.

Tone will be customer service and trust.

Campaign Theme:

The campaign theme positions US Bank as number one in customer service and online banking.

The tagline for the campaign is….

Problem Advertising Must Solve:

The key consumer problem that must be addressed is that waiting for your bank statement in the mail can take a month and calling the bank for information is a hassle.

User Value Proposition/Benefits

Primary consumer benefits are convenience and banking anytime anywhere (if there is a computer present).

Secondary consumer benefits are feeling secure and responsible.

Key Fact

What is the ONE thing we want to consumer to get from our ad? US Bank and convenient online banking.

Audience

Primary consumer demographics are men and women with families ages 30-60.

Primary consumer psychographic profile is people who are tech savvy and want fast hands on way to do their view and work on their banking.

Secondary markets include men and women 20-30 who have just left their parents house to start adult life.

Mandatory Items/Limitations

All advertising must include the logo and the subtitle “Five Star Service Guaranteed”. Web site and Spanish Web site.

No Limitations of the campaign.

Leaving the Nest newspaper full page ad layout

Go Paperless newspaper full page ad layout

Hablamos Tu Idioma newspaper full page ad layout