The Executive

Summary.
THE I&M BANK

I&M Bank Rwanda is embarking on a Retail Banking enhancement

initiative to offer personalised banking experiences.

SWOT:
Strengths: Established brand presence, extensive experience in the
Rwandan market.

Weaknesses: Limited digital offerings compared to competitors.

Opportunities: Growing demand for personalized banking services,

increasing digital adoption.

Threats: Intense competition from both traditional and digital banks.

OBJECTIVES:
• Enhance customer value proposition.
• Increase customer engagement and loyalty.
• Expand market share in the retail banking segment.

1 MARKETING
PROPOSAL
Target Market
Segmentation and
Positioning.
Quick Loan: Targeted at employed individuals
and small business owners in need of immediate
financial assistance.

Comprehensive Rewards Program: Geared towards

frequent users of banking services who seek added
benefits and rewards.

Financial Advisory Services: Aimed at high-

net-worth individuals and professionals seeking
personalized financial planning and guidance.

Upgraded Digital Banking: Targeting tech-savvy

individuals and millennials looking for seamless and
convenient digital banking solutions.

2 MARKETING
PROPOSAL
The 4 Marketing
Components.

PRODUCT PRICE

1. Quick Loans • Competitive interest rates.

2. Rewards Programs • Free program enrollment.
3. Financial Advisory Services • Fee-based financial advisory.
4. Upgraded Digital Banking • Digital banking services.

PLACE PROMOTION

Branches, ATMs, Online • Advertising campaigns

banking platforms, and Mobile • Public relations activities
apps for convenient access. • Sales promotions
• Digital marketing strategies

3 MARKETING
PROPOSAL
Action Plan.
1. Team Alignment

2. Timeline Development

3. Resource Allocation

4. Channel Selection

5. Content Creation

6. Campaign Implementation

7. Customer Engagement

8. Measurement, Analysis & Optimization

4 MARKETING
PROPOSAL
Marketing Budget
and Evaluation.
• Determine and allocate adequate budget and resources to
support marketing endeavours, considering costs of advertising,
promotions, research, and staffing.

• Allocate based on priority and expected ROI.

EVALUATION

• Key performance indicators (KPIs):

• Customer acquisition and retention rates.
• Revenue generated from new products and services.
• Customer satisfaction scores.
• Digital engagement metrics such as app downloads and online
transactions.
• Continuous monitoring and adjustments to marketing strategies
based on performance data.

5 MARKETING
PROPOSAL
 Upgraded Digital
Banking Strategy.
6 MONTH STRATEGY PROPOSAL

6 MARKETING
PROPOSAL
Rwanda’s leading partner
for growth! The Bank
I&M Bank Rwanda is enhancing its Retail Banking offerings to
provide an enriched and personalized banking experience for
individual customers. The focus is on tailoring services to meet
diverse financial needs and lifestyles.

Among its products is Upgraded Digital banking and as such,

I propose a 6 month advertising campaign to effectively
communicate the enhanced Customer Value Proposition to its target
audience.

Goals and Objectives.

• Increase digital banking app downloads by 20%.
• Enhance user engagement by achieving a 15=% increase in daily
active users.
• Generate buzz and anticipation for the upgraded digital banking
features.

7 MARKETING
PROPOSAL
The Product
I&M Bank Rwanda’s upgraded digital banking platform offers a comprehensive suite of
innovative financial services designed to empower customers with seamless, secure,
and convenient banking experiences. With advanced features, managing finances has
never been easier.

BENEFITS:
Busy Professionals: Easily access their accounts, make transfers, and pay bills on the
go, saving time and streamlining financial management.

Expatriates: Seamlessly send money to loved ones back home, manage multi-
currency accounts, and access banking services tailored to your needs as an
expatriate.

Business Owners: Efficiently manage business finances, process payments, and access
financing options, empowering you to grow and scale your business with confidence.

Tech-Savvy Individuals: Enjoy cutting-edge digital banking solutions with advanced

features such as mobile check deposit, real-time transaction tracking, and
personalized financial insights.
Convenience,
Diaspora Community: Stay connected with your roots and support your family and
security, and
community in Rwanda through easy and affordable international money transfers,
investment opportunities, and tailored banking services. flexibility.
Overall, Its and upgraded digital banking product that caters to the diverse needs and
preferences of modern banking customers, offering convenience, security, and flexibility
for managing finances anytime, anywhere.

8 MARKETING
PROPOSAL
The Target Audience
MARIE UWIMANA
Gender: Female Age: 35
CLAIRE UWASE Occupation: Software Engineer living
in the United States
Gender: Female Age: 32 Income: High income
Occupation: Marketing Manager at a
tech startup Background: Rwandan expatriate
Income: Moderate to high income living and working abroad.
BOSCO NIYONZIMA Goal: To easily manage her
Background: Claire is a tech-savvy investments remotely.
professional Gender: Male Age: 45 Challenge: Managing multiple
Goal: To streamline her banking Occupation: Owner of a medium- currencies, and accessing financial
experience sized retail business. services.
Challenge: Struggles to find the time Income: Moderate to high income
Need: Marie requires a digital
Need: Claire requires a digital banking Background: A successful banking solution that offers seamless
solution that provides seamless entrepreneur. international money transfers, multi-
access to her accounts, allows for easy Goal: To streamline his business currency accounts, and investment
transfers and payments, and offers banking operations and improve on opportunities tailored to expatriates.
robust security features to protect her his cash flow .
financial information. Challenge: He faces time constraints.

Need: Requires a digital banking

platform that enables easy access to
business accounts, allows for efficient
payment processing, and provides
insights into business finances.

9 MARKETING
PROPOSAL
The Big Idea
Naming the product “Isano” reflects I&M’s commitment to unity and connection
within the Rwandan community. This name embodies I&M’s mission to bring
people together through innovative digital banking solutions, empowering
individuals and businesses to thrive in an interconnected world.

10 MARKETING
PROPOSAL
The Channels
1. Digital Display Advertising 2. Social Media Marketing

3. Email Marketing 4. Content Marketing

6. Community Engagement
5. Influencer Partnerships
Partnerships/ Sponsorships
7. Search Engine Optimization 8. Referral Programs

9. Traditional Advertising

By leveraging these effective

marketing channels, I&M
Bank Rwanda can effectively
promote its upgraded digital
banking product and reach
its target audience, driving
awareness, engagement, and
adoption of the platform.

11 MARKETING
PROPOSAL
 4. Website and Landing Pages:
Budget Matters. • Budget Allocation: $2,000
• Strategy: Develop dedicated landing pages on the bank’s website to
promote the new digital banking features.
• Content: Visuals, testimonials, and interactive demos
Objective: Drive traffic to the landing pages and encourage sign-ups
Total Estimate Budget: $20,000
5. In-Branch Promotion:
1. Social Media Advertising: • Budget Allocation: $2,000
•Budget Allocation: $8,000 • Strategy: Print materials and digital displays in bank branches
•Platforms: Facebook, Instagram, Twitter • Content: Posters, flyers, and digital signage promoting the upgraded
•Ad Types: Sponsored posts, carousel ads, video ads digital banking platform
•Targeting: Age (18-35), Location (Rwanda), Interests (Technology, Finance), Objective: Inform and educate existing customers about the new
Behavior (Frequent app users) features
Objective: Increase app downloads and engagement

2. Email Marketing:
• Budget Allocation: $3,000
• Strategy: Segmented email campaigns targeting existing customers and prospects
• Content: Personalized messages highlighting the benefits of the upgraded digital
banking platform and offering early access incentives
Objective: Drive app downloads and registrations

3. Influencer Partnerships:
• Budget Allocation: $5,000
• Strategy: Collaborate with 2-3 popular tech influencers or financial bloggers
• Content: Sponsored posts, reviews, or demos of the upgraded digital banking
platform
Objective: Increase brand awareness and credibility among the target audience

12 MARKETING
PROPOSAL
Measurement and KPIs
• App Downloads: Targeting a 20% increase over the 2-month period
• Daily Active Users: Aiming for a 15% increase in user engagement
• Email Open Rates: Targeting a minimum open rate of 20%
• Website Traffic: Monitoring for a significant increase in traffic to the
dedicated landing pages
• Social Media Engagement: Tracking likes, shares, comments, and
clicks on sponsored posts
• Influencer Reach: Assessing the reach and engagement of sponsored
content from influencer partnerships

ADAPTATION AND OPTIMIZATION:

• Regularly review campaign performance metrics to identify areas for

improvement
• Adjust budget allocations based on the channels and activities
driving the highest ROI
• Experiment with different messaging variations and creative formats
to optimize results
• Continuously monitor market trends and audience feedback to adapt
strategies accordingly

13 MARKETING
PROPOSAL
Implementation
Schedule.

MONTH 1 MONTH 2 MONTH 3

Research and Planning Strategy Development Campaign Development and Launch
Preparation
Milestone: Completion of market Milestone: Finalization of marketing
research and internal audit reports. strategies and plans. Milestone: Completion of creative
assets and promotional materials.

MONTH 4 MONTH 5 MONTH 6

Campaign Launch and Activation Digital Banking and Financial Advisory Evaluation and Optimization
Service Promotion
Milestone: Successful launch of quick Milestone: Completion of campaign
loan product and rewards program, Milestone: Increased digital performance evaluation report,
positive customer feedback and engagement, growth in digital banking adjustments made to marketing
engagement. app downloads, and uptake of strategies based on insights gathered.
financial advisory services.

14 MARKETING
PROPOSAL
Lets Do This!