As the assigned leader in this goal, the development of a strategic communications plan, including in-depth advertising advice, is included in this marketing report. The goal of the consultancy group is to help the business come in under the £10 million, one-year budget and this communications plan provides the insight to make this a reality whilst assisting the business in building rapid competitive edge over other banking competition. The report outlines the creative solutions for Williams and Glyn’s effective April 2010 through March 2011.
Depending on the specific locations of the majority of the 1400 branches relaunched by Williams and Glyn’s, market size is different. However, based on the results of the 2000 census, there are eight million residents in South England. Of this population total, nearly 85 percent are of White background, estimating approximately three million potential clients for the new bank. This three million total is the foundation for market demographic overview. The population represents very diverse age groups and Williams and Glyn’s has the ability to appeal to them all through concentrated mass market advertisement.
Williams and Glyn’s will face considerable banking competition in South England, including several brands operated under Lloyd’s, such as the Bank of Scotland and Lloyd’s Bank, along with several, smaller independent banking organisations. Competition in this area is intense, creating the need to differentiate Williams and Glyn’s in areas of service, tradition and consumer guarantees of security for various banking investments.
The goal of Williams and Glyn’s is to develop specific communications that raise consumer awareness, as this relaunch is essentially rebuilding an entirely new brand from the bottom up. Therefore, the first objective is to build generic brand awareness through the