Propuesta de estrategia de comunicación al Banco de Bogotá - Effie Awards

Abstract

For the development of PAFE degree work seminar, the University decided to participate in the EFFIE COLLEGE contest awards, which assigned projects of real companies for each of the groups; assigning Banco de Bogotá to our group. The Banco de Bogotá project was to seek solutions through marketing, mainly, because of the low placement of young credit cards during the last year, thus by improving the communication strategy for young people between 18-25 years of age, achieving the goal of placing 1800 young credit cards in the market. We, as a group, developed our action plan by understanding the information provided by Banco de Bogotá, as well as the competitive environment, the identified target and its behaviour, the strategic challenges proposed and the brand information in general. This was raised thanks to a thorough investigation of the market situation, the competitive environment, as well as the deep knowledge of the target through quantitative research. In this way we could found the main insights and objectives of our strategy to be presented. As a result of the study, communication strategies with informative, persuasive and reminiscent characteristics are proposed through creative pieces with a new slogan for the bank, making some suggestions for it.