Content Marketing Idea

-Miraj Raoji

“This is a student-concept for a Sheridan Pilon School of Business Digital Marketing Course.”

·         The campaign idea is for Scotiabank.

·         The name of the campaign will be “Click & Win”. Firstly through Facebook, Instagram, YouTube, twitter, Posters, hoardings, newspaper spread a contest of clicking most creative and innovative picture with Scotiabank and post it on Scotiabank’s official Facebook page and tag #Scotiabank. Best three pictures from all over Canada will receive huge prize i.e.

·         2^nd runner up - $1000 prepaid visa card

·         1^st runner up -  $2000 prepaid visa card

·         Winner -           Brand new Honda Civic

·         Creative department will make a video of the best pictures and release it with the winners name

·         The major target audience will be students and young generation as students and young generations have craze of contests like this. This can help students to pay for tuition fees or can win a car.

·         At the end of this campaign the only goal is getting more and more young generation into opening new accounts and increasing more business.

·         This campaign will be launched in summer break so that more and more people can take participate in the contest.

·         Facebook and YouTube will be two social platform on which this campaign will be launched.

·         Young generation and students’ now-a-days love taking pictures and uploading on social media site. Using this current trend the campaign will have a huge success. 

Scotiabank Vs CIBC Fan Page

-Miraj Raoji

• ·         As Scotiabank and CIBC are financial service Company Fan pages are not likely to be          found on any social media site. But there were lot of related pages on Facebook i.e.      Scotiabank Digital Factory, Scotiabank Saddle dome etc.
• ·         https://www.facebook.com/pages/Scotiabank-Saddledome/136390079744294
• ·         https://www.facebook.com/ScotiabankDigitalFactory/
• ·         As per company review I saw on www.glassdoor.ca the rating given was 3.3 stars. This site has over 14000 views.
• ·         On the company site this was the chart that shows company reviews and complains.

• ·         Looking at CIBC www.glassdoor.ca has 3.4 rating which is almost similar to Scotiabank. Over  1400 employee reviewed this page on this site and response it nice.
• ·         On Customer service box  the review chart is as follows:                          

                                  

• ·         Comparing both charts, both companies have same Category average and site average, the only difference is the merchant and in CIBC it is more.
• ·         As per www.hashtagify.me Scotiabank’s popularity is 38.3% and CIBC has 44% popularity.

Figure 4: Popularity of last 2 months

Figure 5: Popularity of Scotiabank- Last 2 Months

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Scotiabank vs CIBC on YouTube

-Miraj Raoji

• ·         Both Scotiabank and CIBC have their active official YouTube channel.
• ·         Scotiabank has 5834 subscribers and has 5,247,003 views and has 5 links connected to official website, twitter, Facebook, google+, Instagram.
• ·         CIBC has 5668 subscribers and 12,515,616 views. This YouTube channel had 4 links connected to official page, twitter, Facebook and LinkedIn.
• ·         Scotiabank upload new videos every 2 days and they are webisodes and separated by episodes.
• ·         CIBC posts new video every week that is comparably less videos. As per my views most of the videos are animated.
• ·         Scotiabank uploads mainly industry based, musical videos etc. and CIBC uploads mainly animated industry based videos.
• ·         Surprisingly on Scotiabank’s YouTube channel there is no description about the bank or channel but for CIBC the description is really elaborative and explains the vision of the company and future goals both in English and French.
• ·         Scotiabank:

• ·         This was the most viewed video in recent times on YouTube channel of Scotiabank.  This is Webisode 2: Meet the Calgary Jr. Inferno and this video has over 2000 views.
• ·         CIBC:

• This video title is in French says “Le Paiement Funky” that means make payment funky. This video promotes Samsung pay presented by CIBC bank and this video has over 12000 views on YouTube.

Scotiabank vs CIBC on Twitter

-Miraj Raoji

• ·         Scotiabank:

• ·         CIBC:

 

• ·         Both Companies twitter page are very impressive. Both the company uses 50/50 rule on twitter, they tweeted a lot about their company as well as realted posts.
• ·         News alerts and latest news are kept on both Sotiabank and CIBC twitter page.
• ·         The most successful tweet on scotiabank twitter page was about raising awareness about mental health.

                     

                   Figure 3 : This post has 113 retweets and over 40 likes

• ·         The most successful tweet on twitter by CIBC was #HappyHANNUKAH, this post had 90 retweets and over 200 likes.

                  

• ·         As per me both the post were targeting on people, scotiabank was targeting awareness about mental health that is sensitive part and CIBC is wishing hannukah to people.
• ·         Total tweets on Scotiabank twitter page 2863 tweets 2209 likes and Average comments on tweets were 15 comments per tweet.
• ·         Total tweets on CIBC twitter page are 40.4K  more than 5K likes and average comment were 23 comments per tweet.
• ·         On twitter CIBC seems to be more active compared to facebook. 

Scotiabank vs CIBC on Facebook

-Miraj Raoji

• ·         Both the company’s official social media site are well managed. Last 25 post n Scotiabank Facebook page were about financial service, new services etc. Looking up to CIBC the latest post were alert about issues on online banking.
• ·         Scotiabank has 698,559 likes and 670,360 followers while CIBC has 355,388 likes and 344,164 followers.
• ·         Both the Company’s Facebook page uses 50/50 rule as they not only shared news about company but related posts too.
• ·         One of the most successful post on Facebook by Scotiabank was Scotiabank’s Summer of FREE Facebook Contest generated over half the campaign's 70 million online impressions, with sign-ups for SCENE debit and SCENE VISA cards experiencing a record year in 2013. 57% of the contest traffic was delivered by Facebook.
• ·         CIBC’s one of the most successful post on Facebook was an event named CIBC Run for the Cure. Over thousands of people joined the event and it was a great success.
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• ·         This was the most recent successful video post on Facebook by Scotiabank. It has 4,329,491 post views. More than 11k likes 4K shares and 571 comments.

             

                     Figure 2: What's your saving style- CIBC

• ·         Compared to Scotiabank Facebook page CIBC is not that active but amongst its post this video post had more views and likes but no comments. It had more than 1.5K views.

    Figure 3: Scotiabank Data                                                            Figure 4: CIBC Data

Content marketing Idea

“This is a student-concept for a Sheridan Pilon School of Business Digital Marketing Course.”

·         The campaign idea is for the TD bank. The campaign will be called “Shoot to win”.

·         The idea of the campaign is that a person has to score three consecutive goals against a goalie. The person will only get 3 chances to score and if he misses even one he will lose the chance to win the money. In every campaign 3 people will be random people will be chosen to get a chance to win the money.

·         The prize money will be $5000 and will be credited to the winners account by TD bank.

·         The campaign can be done during the intervals of all the ice hockey games being played in Canada.

·         To decide who will get the chance, there will be a TD bank mark in a hidden column on the tickets of the matches which people can only open when they have bought the tickets. They can then show the mark to the match officials during the interval to get their chance.

The audience will be generally the people who love ice hockey and they can win the price .This will help to promote TD bank business as ice hockey is one of the most favourite game in Canada

•   As we all know, banks play an important role in our daily life. Banking industries is mainly dominated by 5 big banks whether it is personal or business banking. There is very strong competition among all of them.
•  The two best banks are TD and RBC. TD full name is Toronto dominion. TD bank is a branch bank. TD has higher fees as compare to their competitors. TD has more checking account rate, but lower saving account rate as compare to other banks.TD bank was founded during 1852.
• TD’s headquarter was in Wilmington, DE. TD’s market share is 23.5%. TD is the most favored bank in the class, and it holds second most piece of the pie in Canada by serving 23 million clients and producing 31.4 billion of income in 2015. TD has more than 1100 branches.

• ·         RBC is known as royal bank of Canada. RBC’s fees is lower than his competitors. RBC has more checking and saving account rate.  RBC is an online bank which was founded in year 1985. RBC’s headquarters’ are in Atlanta, GA. RBC hold first position in case of market shares. RBC’s market share is 23.8% .RBC has 1209 branches in Canada.
• ·         After concluding all facts and figures it briefed that TD bank is much better than RBC. No doubt, RBC’s market share is more than TD. But still TD is much favorable. The difference of 0.3% is because RBC provide cheaper as compared to TD.