Marketing and Communications Report: Metro Bank Strategy Analysis

This report analyzes the marketing and communications strategies of Metro Bank, focusing on key elements such as target audience segmentation, promotional mix, and communication channels. The report discusses the importance of understanding the target audience's characteristics and response to marketing efforts. It explores the promotional mix theory, including advertising, personal selling, sales promotion, public relations, and direct marketing, and proposes specific promotional activities for Metro Bank. The analysis includes an examination of chosen communication channels, particularly electronic communication, and the development of key messages. The report also applies the AIDA marketing theory (Attention, Interest, Desire, Action) and discusses methods for collecting feedback on the effectiveness of marketing campaigns, such as surveys. The conclusion emphasizes the importance of adapting strategies to changing circumstances while maintaining strong relationships with the target audience. The report provides a comprehensive overview of marketing principles and their practical application within the context of Metro Bank's operations.

Running head: MARKETING AND COMMUNICATIONS
Marketing and Communications
Name of the Students:
Name of the University:
Author Note:

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Part 2
Introduction:
This is to be stated that the communication plans play a major role in transforming a
project into a job. It to be mentioned that dedicated project manager is assigned with the
particular task of supervising all the important characteristics of the specific project, comprising
the significant communication plan. It is evident that essentials of this particular communication,
comprising the process and regularity, differ on the basis of the requirement of this particular
project. This is important for the dedicated manager to understand the aim of the specific project
communication in order to examine the goals of this particular plan.
Discussion:
Description of the target audience, their characteristics and the response:
It is to be noted that particular clientsegmentation is an important and helpful practice of
segmenting a client base into specific groups of people that are significantly similar in particular
ways related to business including gender, age, interest areas and spending practice (McCrawley
2013). This can be said that Metro Bank is also desired to be thechief payees from the renowned
Payments Council of UK. It is evident thatthe developing society is signing up significant 50
new client accounts for each specific branch in every month. Metro Bank, is claimedworking
eight times better than any other bank. This means they wouldprofitwith 8,800 new clients
among the 22 branches every month.
An explanation of the Promotional Mix theory:
It can be said that in the field of business, the promotional mix defines a combination of
significant promotional elements selected by dealers to help a companyachieve its particular
goals (Sagala et al. 2014).
 Advertisement-This is to be noted that advertisement is the remunerated demonstration
and campaign of concepts, inputs, or facilities by a branded sponsor in the mass media.
 Personal selling- This is a practice of assisting and encouragingmultiplepredictions to
buy a product or facility.

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 Sales Promotion- It is a combination of medium and non-medium business statement
used for a pre-decidedrestricted time.
 Public relations- This is a publicity tool comprisingdata regarding a specificitem and
servicepresented by a third party in an indirect way.
 Direct Marketing- It is a specific form of channel-agnostic which is used to advertise.
This allows trades and nonprofits to connect to the client directly.
Discussion of the proposed promotion Metro bank should adopt:
It can be said that Metro Bank should do their promotional activities by applying the
promotional mix theory(Bank 2016).
 Metro bank can do their promotions through printed ads, television, radio, poster,
brochures, direct mail, and catalogs, signs, banners, in-store displays, motion pictures,
mobile apps, web pages.
 They can also go forsales training, sales meetings, sales presentations, and significant
incentive performances for in-between salespeople.
 Metro bank can offer sweepstakes coupons, product samples, organizes contests,
debatesself-liquidating premiums, business shows and exhibitions.
 They can opt for publishing ads in newspaper articles, magazine articles, televisions,
radio, emails, mobile messaging, online display ads, fliers and catalogs. They can host
significant charitable contributions, motivational speeches,seminars and outdoor
advertising events.
An outline of the chosen channel to be used and justification:
This is to be noted that the perfect channel for communication is required to be chosen in
order to develop a perfect business. This can be said that the target people of the industry have
become significantly tech savvy. They feel comfortable in buying materials online rather than
going to shop in person. This is also can be said that due to the globalization of capitalism the
customers are facilitated with multiple options. Therefore, is evident that the electronic
communication plays a vital role in developing the relation between the client and company in
the recent years (Mishra 2014).This is to be stated that the electronic communication includes the
audio conference, video conference, business TV and the computer based communication.

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An explanation of the communications key message:
This is to be noted that key message is an appropriate statement regarding a company’s
faith. This can also be seen as an appropriate statement regarding a specific subjecton which a
company is willing to take a major step. It is evident that the key messages play a major role as
the chief points to provide a particular ide regarding the particular product or service or the
company to the target audience(Liu et al.2013).This can be saidthat the key messages work as
the vital aspects of significant PR campaign as they help the manager to regulate the
specific communications, developrelations with the specific target audiences.
Use of AIDA marketing theory:
It is evident that the significant communications repeatedly use the specific AIDA
approach(Li 2013).
 Attention:
This suggests that dealers try to attract the customers at first. This can be said that the
messages will not be received till the receiver does not the switch the message on.
 Interest:
This is to be stated the dealer should write an interesting message to attract the interest of
the customer
 Desire:
It is clearly evident that a good message can create a customer’s desire for the product.
 Action:
This is to be said if a good meaningful message can lead the customer to do the needful
action.
Therefore, it can be said that this easy model has been proved to be an important guide to the
effective promotional planning.
Discussion of one method to be used, to collect feedback on the effectiveness:
This is to be stated that surveys can play the most significant role in collective the
feedback of the target audience. This is to be noted that the method of surveys can comprise two

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different surveys like short survey and long survey. It is evident that surveys help the company to
set up, send out, analyze and measure the feedback and execute them in the long run.
Conclusion:
This is to be concluded that it is to be understood from the above discussion that Metro
Bank determine to improve the quality of their services on the basis of their target clients.It can
be said that the aim, target audience, productivity of message and the chosen channels may
changedue to the variable circumstances but the importance of maintaining relationshipbetween
the media and key people of the specific community will not change. This is clearly evident that
Metro Bank does not differentiate in clients on the basis of profits. They think it is their
responsibility to provide good service to all the client. It is important to evaluate all the actions
and activities in order to make a perfect action plan. Metro Bank will surely be benefitted if they
execute the actions according to the plan.

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References:
Bank, M., 2016. Metro Bank Annual Report 2016. © Metro Bank.
Li, J. and Yu, H., 2013. An Innovative Marketing Model Based on AIDA:-A Case from E-bank
Campus-marketing by China Construction Bank. iBusiness, 5(03), p.47.
Liu, N., Chen, J., Zhu, L., Zhang, J. and He, Y., 2013. A key management scheme for secure
communications of advanced metering infrastructure in smart grid. IEEE Transactions on
Industrial Electronics, 60(10), pp.4746-4756.
McCrawley, P.F., 2013. The logic model for program planning and evaluation.
Mishra, K., Boynton, L. and Mishra, A., 2014. Driving employee engagement: The expanded
role of internal communications. International Journal of Business Communication, 51(2),
pp.183-202.
Sagala, C., Destriani, M., Putri, U.K. and Kumar, S., 2014. Influence of promotional mix and
price on customer buying decision toward fast food sector: a survey on university students in
jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) Indonesia. International Journal of
Scientific and Research Publications, 4(1), pp.2250-3153.

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