The Task: 

Create an integrated marketing plan for JP Morgan Chase student checking accounts. Within this plan, devise a campaign theme aimed at motivating college students to choose Chase for their banking requirements. This project constituted the culmination of my COM 641 Integrated Marketing Class for my MS in Communications program at Purdue University.

My Role:
I took on the role of the marketer and presentation designer to create a 7-10 page slide presentation featuring an overview of JP Morgan Chase, a SWOT analysis, objectives of your integrated marketing communications (IMC) campaign, target audience, overarching theme/tagline of the IMC campaign, media strategy, as well as an explanation of the public relations, marketing, advertising/promotion, and branding components of your campaign.

The Process:
The research process commenced with an exploration of JP Morgan Chase's history and an analysis of their strengths, weaknesses, opportunities, and threats. Subsequently, a campaign brief and specific goals were formulated to steer the development of the campaign theme, design elements, and media plan. JP Morgan Chase boasts a robust brand and a solid financial standing. Despite the challenges posed by the Covid-19 crisis, they managed to uphold their favorable brand image, which resonates positively with their target audience of students and their parents.

The Outcome:

My "Grow With Us" campaign received positive feedback from both my professor and classmates. I consistently incorporated the "Grow with Us" theme across all advertising and promotional materials. Additionally, considerable attention was given to onboarding and training Chase employees at both the corporate and branch levels, recognizing their pivotal role in ensuring the success of the campaign.