MKT2260 / MKT2261 Industry Marketing Plan - Meridian Credit Union

The Task

Meridian wants to grow in Ontario, more specifically, they would like to be the financial institution (FI) of choice for Ontarians aged 20-30 years old. As part of the task, you are asked to focus on the Ottawa region:

Create a marketing plan (including an implementation plan), illustrating how Meridian and/or Motusbank  can increase the membership in the Ottawa region by a minimum of 5,000 members in the first year and another 5,000 in the following year.

There are numerous ways that this growth can occur including:

• New Branches (Bricks & Mortar)
• Expansion of existing business and Membership from existing branches
• New online operations (eg. Motusbank)
• Combination of above

Your marketing plan must make recommendations on which existing or new products, services and features should be focused on to appeal to the target. There is a 12 month marketing budget of $150,000, to complete the growth in the Ottawa area.

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