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ADAPTING MESSAGES TO YOUR AUDIENCE
You work in the marketing department at ATB Financial in Edmonton, Alberta. Your manager has asked you to start sketching out some ideas for how to redesign the company's personal banking pages on its main website (www.atb.com). Specifically, your manager has asked that the new design work effectively to target a number of important customer groups and experiences: Millennials/new professionals; retirees/senior citizens; recent immigrants; graduation; new family; retirement-without simply including images of people who are members of these groups or who are experiencing these situations.
Your Task. Research targeted marketing to various groups and experiences using Internet search engines and your library's research databases. Summarize your findings and recommendations (with potential design ideas) in a report or infographic. Make sure you highlight how communication and messaging will be different in this new version of ATB's personal banking Web pages.
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