Slide 1:
Introduction
Slide 2:
Our Huntington location is called University North and it is located at the corner of 17th
and High St., making it an easy access for all college students. The type of building is an
urban street because it is connected to other stores but it is not necessarily a strip mall.
The type of experience is get-in/get-out, where if you need to deposit or withdraw
money; no need to necessarily browse around.
Slide 3:
The target market is an undergraduate Ohio State student who either lives on campus or
spends the majority of the day there. Most patrons walk to this branch and tend to lead a
relatively busy lifestyle. They are typically technologically advanced having technology
touch every aspect of their lives. Being college students, they are not necessarily dealing
with large amounts of money or high-yield investments.
Slide 4:
The potential target customers would be the business surrounding the branch that could
utilize their services. Teachers and grad students, who also spend the majority of their
time on campus, could also this branch. They tend to have a higher income and would
appreciate the more service oriented experience.
Slide 5:
The type of floor plan Huntington North has is a soft aisle. There are two main traffic
flows; A-B and C-D. Way-finding to the teller counter (A-B) is clearly marked with line
markers but the way-finding to the personal banking area (C-D) is not clearly marked.
Many customers do not know that this is a waiting area and tend to wander around until
someone helps them. A strength would be the amount of floor space available; as you can
see there would be plenty of room for someone in a wheel chair to maneuver around this
layout.
Slide 6:
The parking situation at Huntington is scarce. There is only one parking spot in the back
and it is not clearly marked so many people have no idea it is there. There are meters on
17th but you have to pay to park and it would be a ways to walk for someone who is
handicapped. There are absolutely no handicap parking available at all and an
opportunity would be to add a more parking with some handicap spaces. Another idea
would be to have a sign out front near the corner to indicate the parking lot in back. Also,
the entrance to the building is dim and could use more light to accommodate everyone at
every age.
Slide 7:
When you enter Huntington, it leads you directly to the front desk area with banking slips
and holders with brochures and product information. Then as you turn right you clearly
see the line markers to the teller desk. As you walk there you will see the typically empty
sitting area to the right and the personal banking area to the left. The overall store is large
and open with big 2-story windows on two sides of the building. Since the sitting area is
not clearly marked as a “waiting area” then an opportunity could be to take out the brick
wall divide and mark the area so these customers will know where to go when wanting to
talk to a personal banker.
Slide 8:
Huntington Banks signage is placed in crucial areas of the bank. By placing the signage
on the front of the store, on ATMs, and brochures target customers can easily identify the
Huntington brand. The store’s sign is great to see by pedestrians but a little less by
motorist. An opportunity for Huntington would be to focus more on the size of the
signage on the building for target and potential target customers passing by.
Slide 9:
The web page went along with the stores brand. Very formal and informative however,
the text was over abundant and overwhelming. By removing unneeded information and
shortening longer sections of text the web page would look cleaner and easier to browse.
Slide 10:
Huntington’s sacred cow is their logo. The security and comfort of a bank in general
come to mind when thinking of Huntington. However, unbalanced and boring
unfortunately come to mind also when thinking of the Huntington bank. Creating
investments and relating to the young community are branding signals which echo
throughout the bank’s doors.
Slide 11:
The location of Huntington is convenient and attractive to the targeted market. It is
located on the corner of high and 17th. Many of the targeted audience are pedestrian live
near the area and walk to do their banking. There are also 3 ATMs located on the
building of the bank and several located around the area as well. The bank location also
adds to the youth feeling of the bankers as well as the customers. The décor of the interior
are very modern and contemporary. The bank exterior and interior is brick as well as
modern furnishings. Upon catering to the targeted audience the bank plays 106.7 which is
a contemporary rock station. One feels a sense of security within the bank with the
seclusion of the meeting area with the representatives as well as knowing that ones
money will be safe and taken care of.
Slide 12:
Although Huntington is very consistent with its theme, their color scheme becomes very
dull and does not grab the audiences attention. Their color palette is also very limiting.
The exterior and interior contrast one another. The exterior of building is brick, which is
very outdated compared to the interior which is more contemporary and simple. The
brick also blocks a lot of the natural light towards the entrance of the bank, yet the
windows on the side of the building let in the natural light through the rest of the bank.
Which causes an unbalanced feel within the interior space. The bank is also lacks current
technology trends as plasma t.v, touch screens and personal computer stations.
Slide 13:
Chases floor plan is small, loop plan and easy to navigate. Customer representative are
located to the right of the entryway to add to the aid of the customer. The pathway takes
you to the information desk to the teller and back out the door. National city has a similar
floor plan but even smaller. The information desk is to the left of the entryway and the
floor plan is more of a free flow plan. Which also makes it more easier to navigate to the
teller and back out. The signage in both banks are very visible and bright located on
visible sides of their building.
Slide 14:
Strengths of the bank include a direct path from the entryway to the main teller counter,
which leaves the customer with no confusion, and accommodating interior features for
the handicap. Another strong point is the location on the corner of 17th and High, in the
thick of campus life, and the three 24 hour ATMs. Overall, the in-store, website, and flyer
design are consistent with the Huntington green color scheme.
Slide 15:
Alongside those great strengths, however, Huntington has some major weaknesses. One
big drawback of the 17th and High location is the lack of handicap accessible parking
spaces. Also, the bank has a get-in and get-out feel, which could deter some customers
from looking into additional banking options. The main outside sign is not visible from
all angles approaching the store, which is an obvious weakness, and upon entry to the
building, customers are greeted with a dim and cramped corner counter. Finally, the
website, flyers, and ATMs are boring for the location’s target market of college students,
with little to no graphics and monochromatic color schemes.
Slide 16:
Located in a busy area filled with new young bankers, Huntington at 17th and High has
great opportunities to grow their business. First, they must bring their location into the
21st century with technological features. College students today are very technically apt
and expect quick high-tech excitement. Huntington can add Plasmas into their waiting
area featuring money shows or just advertisements for Huntington banking options.
Their ATMs are boring and outdated, so they could add touch-screen features with colors
and sounds. Also, personal computer stations could be set up for customers to check
account and loan balances, or to research the money market. These features could attract
not only the target customer, but also other potential customers, such as teachers and
graduate students. Adding accessible parking and balancing the interior and exterior
environment would attract customers of all levels of mobility.
Slide 17:
Technology is the biggest threat to Huntington’s success. Huntington must be sure not to
fall behind in technological advancement, especially in such a young area of location.
Inclimate weather is a threat for customers who walk to the bank and would discourage
visiting this location. Competitor’s ATMs and Drive Thrus could always be more
convenient to a customer at a certain time. Finally, the economy may discourage
customers from investments or loan opportunities.
Slide 18:
Thank you! Any questions?