MCOM4040 Marketing & Communications: Metro Bank Communication Plan

This report details a communication plan for Metro Bank, focusing on a marketing strategy aimed at increasing personal banking service growth by 5%. The plan targets university students in South-East London, leveraging a poster campaign to attract this demographic. It discusses the promotional mix theory, emphasizing the use of posters to draw attention and communicate key messages about account opening convenience and service features. The report also explains the application of the AIDA model in the campaign, aiming to create awareness, interest, desire, and action among potential customers. The effectiveness of the proposed promotion is evaluated through a survey-based feedback collection approach.