The Case of Dynamix Communications’ Marketing Communication Mix for Guarantee Trust Bank in Nigeria

Abstract

This study, “The Case of Dynamix Communications’ Marketing Communication Campaign for Guarantee Trust Bank in Nigeria” is concerned with determining the marketing communications objectives of DC for GTB, ascertain why DC had to handle GTB’s marketing communications; know the marketing communication strategies and tools employed by DC; know the extent to which marketing communications by DC for GTB were successful, as well as find out possible lesions to learn from such physical marketing communications. The study is qualitative in nature, and is indeed a case that demands reliance on interviews, observations, and document’s review sheets as instruments of data collection. Conclusion is thus: it is professionally good for a bank to contract a communications agency to manage its marketing communications. The reality of such experience as studied show that the management of GTB acknowledges the need to leave marketing communications to experts in advertising and public relations. Through a combined use of advertisements and public relations as the broad strategies 2,500 new GTCreat8 student’s accounts were opened by students at each campus visited, hence a good marketing mix that benefited the marketing campaign. Among other recommendations, the study points that other banks can take lesions from this case.