Bank of Ireland

Stephen Roycroft, Stephen Morris and John Keane

How Bank of Ireland became ‘Student Bank of Choice’ in Northern Ireland. Bank of Ireland recognised that to grow market share it would be necessary to increase penetration and retention of first ever accounts by targeting and incentivising students.
Agency: Ardmore AdvertisingAuthors: Stephen Roycroft, Stephen Morris and John Keane

Bank of Ireland

INTRODUCTION

This case study sets out to establish how Bank of Ireland has achieved the accolade of 'Student Bank of Choice' in Northern Ireland. It will demonstrate how having identified the importance of their student customers Bank of Ireland switched strategy to growth and retention to create long term banking relationships, and in the process generate ongoing profitability for the bank. It will establish how the marketing strategy and the business strategy came together to form a campaign with long lasting benefits for both...

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