METROBANK

Bascon, Canto, Decapia, Domingo, Ferrer, Marquez,

Pandes, Soberano, Teano, Valerio

MEM48 - Digital Marketing

BACKGROUND
You’re in good hands: mutual benefit, trust;
BACKGROUND
Main strength is in business sector
BACKGROUND
Opportunity to build a business on the retail sector
Objective
Be the leading bank in the retail category among the younger market
Executive Summary
Target Market Analysis
Problem
Task at Hand
Insight
Communication Objective
Key Message
Big Idea
Reason to Believe
Tonality
Target Market Analysis
Target Market Analysis
Jyselle
Fresh grad, 21
Target Market Analysis
Online shop, experience new restos, budget travel (cebu pac promos)
Target Market Analysis
pay the bills -- something that she hates doing but has to because she works now
Target Market Analysis
Owns debit cards: BPI (savings) bec parents, BDO bec that’s her company’s bank in giving them their salaries
Problem
They think that all banks are the same
Task at Hand
Get yuppies
to start a Metrobank account
by easing the use of Metrobank’s services through digital
Insight
Adulting is difficult because Gen Zers are torn between their desire
for independence and denial of their upcoming responsibilities
Comm Objective
To persuade that Metrobank is your helping hand in transitioning into an independent adult

ROLE OF THE BRAND

Key Message
Be ready to adult with Metrobank
“Sometimes I just feel like I’m not ready to be an adult”
Jyselle
Big Idea

M Ready
With Metrobank
Tonality

professional, approachable, aspirational

Reason to Believe
Security, good customer service, convenience (in bank and ATMs)
Role of the Digital
To educate, provide added convenience, build credibility

Website (Inform/educate) Mobile App (Personal Transactions)

Application, Service Offerings, Balance, Transactions (Account
(+ personal account) History), Bill Payment, Fund Transfers,
Branch/ATM Locator
CURRENT SITE LAYOUT
SITEMAP
HOMEPAGE

PERSONAL OVERSEAS FILIPINO

SME BANKING BUSINESS BANKING INVESTMENTS
BANKING SERVICES

LIST OF SERVICES LIST OF SERVICES LIST OF SERVICES LIST OF SERVICES LIST OF SERVICES

LIST OF OFFERINGS LIST OF OFFERINGS LIST OF OFFERINGS LIST OF OFFERINGS LIST OF OFFERINGS

LEARN MORE LEARN MORE LEARN MORE LEARN MORE LEARN MORE
SITEMAP HOMEPAGE

PERSONAL OVERSEAS FILIPINO

SME BANKING BUSINESS BANKING INVESTMENTS
BANKING SERVICES

Trust Products &

Deposit Accounts Our Offerings Cash Management Products & Services
Services

Corporate Deposit
Consumer Loans SME Assistant Treasury Products Remittance Network
Accounts

Unit Investment
eChannels SME News Corporate Loans Remittance Inquiry
Trust Funds

Debit & Prepaid Trade Products & Capital Markets

Channels Services (FMIC)

Treasury Products SEC Registered

for Businesses Brokers & Dealers
 HOME

PERSONAL SME BUSINESS INVESTMENTS OVERSEAS FIL. OTHER

BANKING BANKING BANKING OVERSEAS SERVICES SERVICES

LOG IN
NEWS AND ARTICLES

How can I...

ABOUT US CONTACT CAREERS CUSTOMER SERVICE

Website (Wireframe)

HOME

DEPOSIT ACCOUNTS

Savings Accounts

SELECT ACCOUNT TYPE

Checking Accounts

SELECT ACCOUNT TYPE

Website (Wireframe)
HOME

PASSBOOK
SAVINGS ACCOUNT
Need to have something physical to hold on to while your money grows in your
account? Then a Passbook savings account is the right product for you.

ACCOUNT FEATURES
Website (Wireframe)
HOME

HOW TO APPLY

REQUIREMENTS
LOG IN
CREATE NEW ACCOUNT

PRODUCT FEATURES

ABOUT US CONTACT CAREERS CUSTOMER SERVICE

 HOME

NEWS AND ADVISORIES

PRODUCT FEATURES

ABOUT US CONTACT CAREERS CUSTOMER SERVICE

WEBSITE (MOBILE VIEW) HOME

SERVICES
Before: After:

SEARCH BAR

DAILY
UPDATES

NEWS
AND
ADVISORIES

HOW CAN I…

ABOUT US CONTACT US

Not mobile-friendly
MOBILE APP
Balance
Transactions (Account History)
Bill Payment
Fund Transfers

As of now, its competitor, BPI,

has more ATM machines than
Metrobank, but we can use
digital to help ease this
problem by adding a Metrobank
branch/ATM locator
Role of Social
To build trust and spark positive sentiments

Facebook FB Messenger & Instagram Youtube

Announcements and Twitter Lifestyle How-to tutorials
Promotions Customer Service “Metro-torials”
#AskMEtrobank

Content Buckets
CONTENT BUCKETS

Facebook
Announcements and
Promotions
CONTENT BUCKETS

FB Messenger &
Twitter
Customer Service
#AskMEtrobank
CONTENT BUCKETS

Instagram
Lifestyle
Food, Travel, Fashion
CONTENT BUCKETS

Youtube
Metro-torials
How-to Tutorials
Starring past Metrobank Buddies:
Wil Dasovich, Justin Quirino, Cora Wadell
 Are you

M Ready?