Communication Plan of Metro Bank

Running head: COMMUNICATION PLAN OF METRO BANK
Communication Plan of Metro Bank
Name of the student
Name of the University
Author note

1COMMUNICATION PLAN OF METRO BANK
Part 2
Introduction
Communication Plan is crucial in relation to the implementation in relation to the strategic
plan. Strategic plans can be successfully implemented and commitment from that of different
individuals can help the communications plan to be successful. Effective communication is
dependent on the fact whether all the employees are aware of the importance of the plan
(Belch et al. 2014). The purpose of the poster that is a marketing strategy employed by that of
Metro Bank Personal Banking Service is for the growth of the Metro Bank personal banking
service by that of 5 % (Metrobankonline.co.uk. 2018). It can help in targeting the university
students who reside in the south-east part of that of London.
Description of target audience
The target audience is that of the university students who live in the south-east area of that of
London. Quality education is integral for the successful life of the student. The cost in
relation to education is increasing at a rapid pace in the present age. It is because of this that
the students can take recourse to the Metro Bank personal banking services so that they can
reach their dreams. The students will also be able to plan for the future and availing the
banking service will encourage them to save (Luxton, Reid and Mavondo 2015). The kind of
response that is sought from them from the promotional campaign is that they will come up to
avail the advantages pertaining to Metro Bank banking service.
Explanation of Promotional Mix Theory
Promotional mix is indicative of the promotional variables that are used by the marketers so
that they can reach the goals. The element of the promotional mix that has been used by
Metro Bank Personal Banking Service is that of the poster that specially helps in drawing the
attention of the university students who live in the south-west part of the London (Petersen,

2COMMUNICATION PLAN OF METRO BANK
Kushwaha and Kumar 2015). It will help in drawing more people to that of Metro Bank
Personal Services. Many people would come to know about the facilities that are offered by
that of Metro Bank with the help of their promotional campaign.
Discussion of the proposed promotion
The new objective of Metro Bank Personal Banking Services of growth in the arena of
personal banking services by that of 5 % can be got with the help of the promotional
campaign for which a poster will be used. A poster is a printed paper that is attached to that
of a wall or that of vertical space for the purpose of promotion. Posters are inclusive of
textual along with the graphic elements and they are very eye-catching (Shen et al. 2016). An
advantage of poster is that they can easily be seen by the people and a disadvantage of the
poster is that since one is on te road they do not get the proper amount of time to read the
poster.
Outline of chosen channel
Posters can be made use of for serving many kinds of purposes. They act as a frequent tool in
relation to the advertisers along with that of the groups who want to communicate any kinds
of message. A poster which is in the form of a placard has been made use of since very early
times in order to serve the purpose of advertising. The new printing techniques that are made
use of helps in the process of cheap mass production (Blakeman 2018). Posters have been
used for the promotion of banking service of Metro Bank as it is relatively cheap and a large
number of people would come to know about the services of Metro Bank.
Key message of the communications
The key message that is conveyed with the help of the promotional campaign is that the
account can be opened very conveniently with the help of a photo id, account of address
history and that of a picture. The eligibility conditions will be stated in the poster and it can