Wells Fargo Marketing Materials: On the Right Path? Beth Doroff Final Project Presentation May 2006

Situation at Wells Fargo Institutional Trust Services’ client base Change in Relationship Manager role Trend in business-to-business marketing to provide substantial content

Relationship review and plan templates Wells Fargo Marketing Materials Client profiles Client newsletter Relationship review and plan templates White papers Article reprints Brochures Product fact sheets

What I Wanted to Find Out Research Question “Do the marketing materials provided to the Wells Fargo Relationship Managers meet their communication needs?”

How I Found Out E-mailed survey to 170 Relationship Managers Survey contained 18 questions, close and open-ended Focused on satisfaction with content, format/design, training, and sales 91 Relationship Managers completed the survey (53.5% response rate)

Please indicate your satisfaction level with the content quality of each marketing material. Extremely satisfied/ Satisfied Client newsletter 98% Brochures 95% Article reprints 91% White papers 87% Product fact sheets Relationship review and plan templates 78% Client profiles 56%

Please indicate your satisfaction level with the quantity of information contained within each marketing material.

Please indicate your satisfaction level with the design and format of each marketing material.

I feel properly trained on using this marketing material with my clients. Strongly agree/Agree Product fact sheets 84% Brochures 83% Relationship review and plan templates 81% Client newsletter 80% Article reprints 77% White papers 76% Client profiles 47%

Overall, Institutional Trust Services marketing materials assist me with my Wells Fargo Strategic Relationship Management efforts.

What I Discovered “Do the marketing materials provided to the Wells Fargo Relationship Managers meet their communication needs?” YES

Summary of Findings More than half of Relationship Managers were satisfied with content quality and quantity. The majority of Relationship Managers was satisfied with the design/format of each material. More than 50% of Relationship Managers felt properly trained on using all but one of the materials. Relationship Managers confidently agreed that the materials assisted with sales.

Translating Results Into Action Incorporate feedback into future materials. Ensure training is built into the launch of new materials. Continue to measure materials with annual survey.

Questions?