Yes Bank Communication

Plan (2020-21)
Presented by Shivam Sharma
Setting the Advertising Objectives

Our main aim through this campaign is

• to rebuild the tarnished image of Yes Bank

• change it to a completely new image of a brand that is

trustworthy, reliable and bankable
Message

“What’s gone is gone and what we have now is all that

matters.
With this thought in our minds as a bank we are happy to
inform our customers that we are again rising from the ashes
but we are stronger than before. This comeback from a
setback has taught us the importance of having strong belief
system and moral values.”
Developing the Communication Plan

We have 4 pillars that will be an integral part of our

communication as our campaign is divided into 4 quarters.
For each quarter we have a central theme or a pillar and will
be working around it.
Developing the Communication Plan

We have 4 pillars that will be an integral part of our

communication plan to our customers as our campaign is
divided into 4 quarters.
For each quarter we have a central theme or a pillar and will
be working around it.
Quarter 1

We are aiming to target the young and tech savvy people of

the metropolitan cities. The name of our campaign is Umeed
(hope) as we are hopeful that the people will accept us and
make us an important part of their families. We are hopeful
for getting a wide acceptance among the masses. We are
hopeful towards regaining the trust of our customers.
Badhhai Ho customers we are back!
Quarter 2

The theme for this quarter is Vishwas (trust). Here in this part
of our campaigning we are targeting the senior citizens.
Through this part of our campaigning we will convey the
message that we will always back our customers no matter
what happens. We will trust them the way they have trusted
us always.
 Quarter 3

The central theme being Abhilasha (aspirations) as through this part of

our campaign we hope to fulfil the aspirations of the backbone of our
country, i.e. the farmers and make their dreams into reality. We will also
be introducing a Kanya Savings Account scheme for the daughters of our
country, where the parents or the earning member of the family can
deposit as minimum as Rs 500 per month, on which we will offer an
interest rate of 12.5% p.a. Once the daughter attains the age of 18 years
this money can be withdrawn and can be used for the higher studies of
our daughters because “Padhega India tabhi toh badhega India”.
 Quarter 4

The most important and the fourth pillar for our organization is our
Customer and the theme for this part of our campaign is called Atithi
(guest). अतिथिदे वो भव|| (The guest is god)

This is what we Indians are taught since childhood that our guest is God.

We see our God in all our customers.

Products in Quarter 1

This quarter we focused more on creating awareness and getting the

opinions from the public. In this quarter we wanted to find out
whether the people are willing to accept us back or not. So, in order
to do so we sent e-mails, pamphlets and brochures to 500 of our loyal
customers who have been with us from the very start till date. We
sent them the “Badhai Ho” pictures and we got 375 enquiries from
the curious at the same time excited customers.
Products in Quarter 2

We started this quarter with philanthropic activities. We visited

around 800 old-age homes and also meeting other of our senior and
loyal customers as this part of campaigning was all about “Vishwas”
and our target audience was senior citizens and gaining their trust
back. We distributed blankets and other essentials to these old age
homes. We even conducted games for the people there.
We met and thanked our senior and loyal clients and thanked them
for having trust and faith in us always. We promised to have their
back the way they held us when the times were testing for us.
 Products in Quarter 3
Here, in this quarter we visited 10 villages nearby and met the farmers
there and we explained them about the Kanya Savings Accounts
Scheme. We told them about the importance of education especially
for a girl child. We told them that we are offering an interest rates of
12% on the accounts opened for their daughters.
We even visited orphans for girls and organised a few interesting
activities for the kids there. The smiles on the faces on the kids was the
biggest motivation that we got from there. It gave us immense joy and
inspired us to keep on going.
 Product in Quarter 4
So in this final phase of our campaign we would like to thank all our
customers for supporting us when the times were testing. Here, we would
introduce
1. Atithi Debit and Credit cards
2. Atithi Gift cards

These gift cards will be for all our customers and we will give 100 points
each to all our new customers, whereas the already existing customers
will get 500 points on these gift cards which they can use while shopping
at Central and Tanishq. Each time a customer will use the Yes Bank’s atm
cards points will be added to these gift cards. These points are
transferable
 Total Budget Spend
Budget FY 2020-21
₹ 12,00,000.00

₹ 21,15,000.00

₹ 4,20,000.00

₹ 7,00,000.00

₹ 1,50,000.00
₹ 7,65,000.00

₹ 7,20,000.00

₹ 8,10,000.00 ₹ 14,25,000.00

Ads PR Social Media

Website Research Mobile Marketing
Video Graphics Philanthropy
 Quarterly Budget

Quarter One Budget Spend Quarter Two Budget Spend

₹ 14,00,000.00 ₹ 9,00,000.00

₹ 8,00,000.00 ₹ 8,30,000.00
₹ 12,00,000.00
₹ 12,20,000.00
₹ 7,00,000.00

₹ 10,00,000.00 ₹ 6,80,000.00
₹ 6,55,000.00
₹ 6,00,000.00

₹ 8,00,000.00
₹ 5,00,000.00
Jan Budget

₹ 7,00,000.00 Feb Budget

₹ 4,00,000.00
₹ 6,00,000.00 ₹ 6,50,000.00 Mar Budget

₹ 3,00,000.00
₹ 4,00,000.00

₹ 2,00,000.00

₹ 2,00,000.00
₹ 1,00,000.00

₹ 0.00 ₹ 0.00
Money Spent Money Spent
 Quarterly Budget

Quarter Three Budget Spent Quarter Four Budget Spent

₹ 8,20,000.00 ₹ 6,65,000.00

₹ 8,00,000.00 ₹ 6,60,000.00
₹ 8,00,000.00 ₹ 6,60,000.00 ₹ 6,60,000.00

₹ 7,80,000.00 ₹ 6,55,000.00

₹ 7,60,000.00 ₹ 6,50,000.00

₹ 7,40,000.00 ₹ 6,45,000.00

₹ 7,20,000.00 ₹ 6,40,000.00

₹ 7,15,000.00
₹ 7,00,000.00 ₹ 6,35,000.00
₹ 7,00,000.00 ₹ 6,35,000.00

₹ 6,80,000.00 ₹ 6,30,000.00

₹ 6,60,000.00 ₹ 6,25,000.00

₹ 6,40,000.00 ₹ 6,20,000.00
Money Spent Money Spent
Selecting Media
What is Our Target
Demographics?
• Age
• 21years and above(Q1), 55years and
above(Q2).
• Gender
• Male, Female

• Location
• Metropolitan cities for Q1, Across all
cities for Q2,Q3,Q4.
• Ethnicity
• Indian
Email Sending
Schedule
According to research, the best times to According to research, the best days to
send our emails to our list are: send our emails to our list are:

• Time: 11 a.m.-1 p.m. (weekdays) • Day of the week: Monday

• Time: 9 a.m.-12 p.m. (Saturday) • Day of the week: Wednesday
• Time: 9-11 a.m (Sunday) • Day of the week: Friday
• Time: 7-10 p.m. (Sunday)
Email Marketing
Metrics
METRIC Q1 Q2 Q3 Q4

Open Rate 18% 15% 25% 30%

CTR 68% 72% 81% 83%
Bounce Rate 25% 15% 30% 10%
Unsubscribes 10% 20% 8% 6%
Conversion Rate 45% 58.96% 61% 68%
Delivery Rate (after
subtracting soft and 70% 80% 60% 85%
hard bounces)
To be used social Media
Platforms

Facebook Twitter LinkedIn

Instagram Pinterest
Evaluating Advertising Effectiveness

We sent 500 of our already existing customers the following

pictures with no message just to see what they respond and
we got 375 enquiries from them. All the customers were
extremely curious and excited at the same time.
Our main motive behind doing this was after seeing our
name with the biggies of our industry will we have
acceptance among the customers and will they be able to
trust us again.
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Thank You