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Context
GCB Capital Limited, a subsidiary of Ghana Commercial Bank specializing in investment banking, needed to strengthen its brand positioning, increase visibility, and connect with younger, digitally savvy investors while maintaining trust with mid-career professionals.
My Contribution
- Conducted market and competitive analysis to identify gaps in brand visibility and engagement.
- Segmented audiences into young professionals (21–34) and mid-career investors (40–55), tailoring messages for each group.
- Developed the campaign concept “The Trusted Path to Financial Prosperity”, positioning GCB Capital as a reliable and forward-looking financial partner.
- Designed an integrated strategy using social media, SEO, PR, sales promotion, and direct marketing to boost awareness and client engagement.
- Proposed KPIs and tracking mechanisms to monitor effectiveness.
Impact
- Strengthened GCB Capital’s brand visibility, positioning it as a trusted, customer-focused financial partner.
- Increased digital presence and engagement, particularly among younger demographics, through targeted content and SEO improvements.
- Enhanced customer trust and loyalty, with communication strategies that reinforced reliability and long-term growth.
- Positioned GCB Capital competitively in the financial services market, ensuring stronger alignment between its services and customer expectations.
