Social Media Project University of Washington March 2011

Mission Statement “In serving the community at large, Plaza Bank will exceed customer expectations by providing solution-oriented banking services to small business and individuals with a particular focus on serving the needs of Latino-owned small business in Washington State.”

Company History  Chartered in early 2006  Opened the Seattle Branch June 2006 with $22,000,000 in capital – highest capitalized de novo bank in Washington State history  Kent Branch opened in September 2006

Company History Asset Growth (000,000)

Company History Deposit Growth (000,000)

Community Involvement  Over 60% of the Kent Branch customers are Latino  Active participant in the Link Deposit Program benefiting minority businesses sponsored by the Washington State Office of Minority & Women’s Business Enterprises  Conduct quarterly financial literacy seminars  Member Bank on Seattle program dedicated to moving the “unbanked” into the financial mainstream  Initial sponsor of V-Me a PBS Spanish language channel of KCTS Seattle

Financial Highlights  Earnings Milestones Monthly profitability achieved in October 2009 Net interest margin improving steadily to 4.04% (peer group benchmark 3.70%)  Liquidity Condition Balance Sheet liquidity = 24% (regulatory minimum 15%, policy minimum 20%) Average Liquid Assets $29.3MM $12.6MM $2.6MM $8.8 million discretionary deposit at Federal Reserve Bank

Near Term Objectives  Build core deposits (consumer and business checking/money market accounts, consumer CD’s)  Grow with a focus on equipment and working capital loans for small business rather than real estate loans  Expand geographic coverage as earnings allow with ‘storefront’ branches, kiosks, mobile banking and loan production offices  Maintain 10% minimum capital ratio

Industry Use of Social Media  Financial Services Industry is notoriously conservative  Not typically ‘early adopters’ of technology  Few have exploited Twitter or Facebook

Problem Statement/Expectations Problem  Plaza Bank has developed a strong core competence in commercial banking. Accessing the consumer and small business target market has been challenging.  Management is uncertain of the role/use of social media in reaching the target market  The Bank’s web platform is inadequate to provide an enticing user experience Project Goals  Increase brand awareness among consumers and small businesses  Pitch social media to management  Assess and recommend resources required to implement a viable social media presence  Define basic expectations for a complementary web platform from consumer’s point of view

Contact Points  Carlos DiBaldi, Relationship Manager o Tel: (office); (mobile) o  George Armendariz, Chairman o Tel: o  Bank Address: o Head Office: 1420 Fifth Ave, Suite 3700, Seattle o Branch: 207 W. Kent Station, Kent