Presented by: Linda Varrell, APR Marketing for the Future Northern NE School of Banking #NNESB2015 October 27, 2014

Today’s Session Understand the Role of the Bank Marketer Explore Growth Strategies Tie Bank Mission to Goals Define Strategies & Tactics Tackle Real-life Examples Dig Deeper into Online Marketing DIY Integrated Plan

Opportunities to Connect #NNESB2015 Live Tweet with status or photos Post updates on Facebook Post updates on LinkedIn Post photos to Instagram Post updates on Google+ Connect with other attendees

We’re Not All “Mad”

Marketing Director Role Facilitate growth Prepare overall strategy Develop clear objectives Manage budgets Analyze and leverage data Manage staff Product development Develop and measure key metrics Manage vendors

Product / Market Matrix

HOW: Strategic Marketing Plan Corporate Mission / ObjectivesIdentify Marketing OpportunitiesSegment Broad MarketsSelect the Best TargetsPosition the Products / ServicesSet Measurable / SMART GoalsDevelop Strategies & TacticsMonitor & Measure

Bank Mission In the Community to Serve

Segmentation BROAD MARKETS Demographics Psychographics Generations Geographic Geodemographic Benefits Usage TARGETED SEGMENTS Women age 25 to 45 LOHAS Baby Boomers Seacoast New Hampshire D + P + Geo = GDG Financial Freedom Online Banking

Position Your Products Distinguish your product. Variety, quality, design, features, name, sizes, warranties, returns Price your product. List price, discounts, allowances, payment period, credit terms, match Promote to your target market. Place your products. Branch, online, smart phone, pad, ATM, remote

Set Measurable Goals Grow overall customer base Increase share of wallet Increase sales of products Increase lines of revenue Increase awareness Build credibility in market Educate customer People Relationships # of Accounts Dollars / Fees Perceptions Reputation Knowledge

Strategies & Tactics What approach are we taking… Launch new small business product Use local online advertising to promote products Provide pricing discounts for long-term customers Make products available online What activities will we pursue… Paid advertising, direct mail Run banner ads Create newsletter Launch in-branch telemarketing campaign

Monitor & Measure How are we doing? Key success indicators Website traffic Volume of new activity Volume of new clients Products per Household Leads generated Engagement Others? Did we achieve our goals? TIES BACK TO OBJECTIVES

Example Business Objective Marketing Opportunity Marketing Objective Target Positioning Strategies Tactics Become industry leader in innovation to attract next generation New Technology Increase deposits by X% Benefits - Convenience Easy access Make products available online. Have target think differently about banking. , TV, print, direct mail, , social media, POP, celebrity endorsement Integration

Put on Your Marketing Hat Business Objective Marketing Opportunity Marketing Objective Target Positioning Strategies Tactics Be the lender of choice Gain 2% of market share

Marketing vs. Public Relations

Online is Essential Online banking/mobile users: Have checking Are online Have smart phones Are online Text Are online!

By the Numbers Studies show 97% shop online, first 90% = car 98% = house 51% = online banking 39% = use smart phone for finances PEW Research

Website Google-friendly Responsive Interactive Keyword rich Fresh content Targeted landing pages Google Analytics

New Tactics Ad Campaign – Print AND Online Broadcast Campaign – Radio/TV AND Video Mail – USPS AND Public Relations – Event AND Social Media

Social Media

Engagement Reach Likes Shares Comments Click-through Boosting Engagement Pin post to the top of feed Sponsor Post Ask for Shares

Pay Per Click Google Ads Local Outlet Regional Outlet National Outlet Facebook Ads Remarketing

Visitor on your site Visitor leaves site Ads follow them Bank only pays per click Bank sees click report For presentation purposes only, not actual remarketing tactic

Integration is the Only Way ChannelReachFrequencyImpactCost Television↑↑↓$$$$ Radio↑↑↓$$ Print↑↑↑$$$ Public Relations/Visibility↑↓↑$ Online Marketing↓↑↑$ Events / Sponsorships↓↓↑$$ ↓↑↑$ Social Media↓↑↑$ Sponsored Content↑↑↑$$

Value of an Integrated Online Plan Measurable Audience focused Activity-based Adjustable Scalable Results “50% of the budget is wasted; just don’t know which 50%” - Wanamaker

Put on Your Marketing Hat - #2 Business Objective Marketing Objective Marketing Opportunity Target Positioning Strategies Tactics

Take-a ways Bank marketers wear many hats Every bank has a different mission and plan Research and segmentation are vital Goals and objectives drive strategy Marketing and public relations work together Digital marketing a must Social media isn’t going away Channel integration reaches more customers Management will expect measurable results

Questions? Thank you… Linda Varrell, APR Broadreach Public Relations 19 Commercial Street Portland, ME