Circlebay Bank Case Study - Management Assignment

Assignment Task

Task 

Challenge: Helping Circlebay Bank Promote their Products, Services and Programs for PostSecondary Student

The COVID-19 pandemic has led to financial challenges for many post-secondary students. Circlebay Bank wants to help post-secondary students across Canada to overcome these hurdles so that they can focus on their studies, not on financial stress.

Accordingly, your Challenge is to propose a solution to the following statement:

How might Circlebay Bank better market or promote the programs, services or products that they offer to help post-secondary students manage their finances and afford the total cost of education (e.g., tuition, books, rent and living expenses)?

Your solution should be a 6-month marketing or promotional plan for one of Circlebay Bank’s student programs, services or products that help students earn income or manage their finances.

The high-level plan should include:

• The name of the Circlebay Bank student offering that you will promote.
• A target market profile, i.e., a description of the student demographic you are trying to reach. For example, you may choose to focus on students from a particular geographic region, field of study, gender, racial background, or socio-economic group. Tell us about this group – their interests, expectations, how they spend their time and consume information.
• A description of the campaign or initiative you will execute during this 6-month period. What activities or events will you run to reach your target group? Think outside the box and be creative – develop new and innovative ideas!
• The resources required to execute on your plan (e.g., budget, people, tools, equipment, etc.)

The high-level plan should include

• The name of the Circlebay Bank student offering that you will promote. 
• A target market profile, i.e., a description of the student demographic you are trying to reach. For example, you may choose to focus on students from a particular geographic region, field of study, gender, racial background, or socio-economic group. Tell us about this group – their interests, expectations, how they spend their time and consume information.
• A description of the campaign or initiative you will execute during this 6-month period. What activities or events will you run to reach your target group? Think outside the box and be creative – develop new and innovative ideas ! 
• The resources required to execute on your plan (e.g., budget, people, tools, equipment, etc.).

Steps & Process (Muhammad & Francheska)

1- Search for the name of a marketing campaign.
2- Finding the target audience.
3- The initiatives for the benefit of students.
4- Profit to the bank for taking up these initiatives.
5- Why the client will be opting for our product.
6- Finding the risks in terms of business to the bank considering the initiatives we take up.
7- Proper description of the campaign that is being offered to the students.
8- Aligning the benefits of the campaign with good academic scores.
9- Proper list of products and services that are offered to the students.
10 - Month by month target action plan.
11- Budget for devising the marketing strategies.

Products & Services ( Khalid and Nisha)

1- Cheap educational loans for the students who are in financial distress.
2- Offering extra benefits for students with a good consistent academic record.
3- Bridging the gap between the scholarships offered by the college and govt to the students not aware about it.
4- Arranging fully sponsored college studies for a very few set of students who cannot afford it.
5- Creating a separate department that will approach the big corporate houses helping them with their CSR funds to allocate their funds to help finance these students for studies.
6- Program Objective - Create part time job opportunities  by arranging job fairs for students after high school and train them for the real life job challenges in a banking industry and make them employers ready.

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