1 Marketing Student Loans Reaching your Customers, Reaching your Community Cecelia Dwyer – Marketing Lead Kevin Moehn - Program Executive June 6, 2013

2 2 Promote iHELP Loans with your student loan customers using existing and some new product promotion activities. Keep these key customers banking with you. Objective

3 Agenda 3 ► The Basics of Private Student Lending ► The 3 Keys to Marketing to Customers ► College and High School Marketing ► Public and Community Relations ► Support Material and Available Resources

4 4 Since 2008, there have been 2 million new jobs created for college graduates, but 200,000 fewer jobs for those without a higher education The biggest decision an individual makes in determining their financial success is to pursue a college degree College Graduates earn $1.5 million more than those with a high school degree

5 5 not iHELP Private Student Loans fill a critical gap between the cost of college and other forms of financial aid Family Resources$8,000 Scholarships$2,500 Federal Loan$5,500 Private Student Loan $9,000 TOTAL COST: Tuition and Room & Board $25,000 Sample Worksheet of College Financing

6 6 Private Student Loan customers are often a bank’s best customers Source: The College Board “Who borrows most?” 2010 Family Income $

7 The Keys to Student Loan Marketing 7 1. Prepare for Peak Season–June, July and August 2. Establish a strong presence on your bank’s Website 3. Conduct branch training and promotion for successful customer engagement

8 Student picks school Applies to school Accepted for 2013 school year Fills out FASFA Gets Award Letter Identifies gap Applies for private loan ► Student loans have a busy season just like retailers have December ► The majority of applications come in between June and August when students & families are receiving and deciding on how to pay their tuition bill NOW is the critical time for Student Loans 8 Fall 2012 Jan 2013 Apr 2013 June-August May 2013 Nov 2012

9 Typical Monthly Application Trends 9 June through August is Peak Season

10 Strong Web Presence ► Your website is critical to drive applications  Multiple locations is ideal  Home page advertising all year - “learn more”  “Apply Now” action button key in June, July and August ► Outbound E-communications  Blasts  Newsletter articles ► Always use your bank’s unique customer URL to direct customers to iHELP 10

11 Home Page Promotion 11

12 Product Page Promotion 12

13 Branch and Staff Training 13 ► Leverage your Customers’ trust in you ► Inform Staff about your involvement in iHELP ► Send customers to your Bank’s website with a custom link to iHELP for information and to apply TARGET: Parents Cosigners Students Friends & Family

14 Branch Marketing ► Build awareness in the branch  Educate employees who engage customers  Display posters, tents, brochures  Scroll messages across branch TVs  Incorporate into ATM Messaging Goal: Have the staff promote and build awareness with individual customers about iHELP 14

15 Branch Education Branch Meeting: The 3 Key points for customers: 1)You offer a great Student Loan Program 2) iHELP meets the GAP in funding college costs 3) Where customers should go to get more Information and apply 15

16 Brochures & Posters for Branches Templates to co-brand Posters Brochures 16 Table Tents

17 Materials Available for Branch Marketing 17 ► Branch Training Materials ► Brochures ► Table Tents ► Posters ► Banners ► Scrolling Messages for TV/Video ► Statement Stuffers ► Web Messages & Custom Web Content ► Web Banner Advertisements

18 College/University Marketing Some colleges provide guidance on Private Student Loans through a “Preferred Lender List” Selections for a Preferred Lender List may require response to an RFP. iHELP will respond to the RFP for the Bank Let local colleges know your bank is interested in making student loans. Contact iHELP for help and to make a joint call 18

19 High School Marketing ► High School College Nights/College Financing Nights are a great way to connect with students and families ► iHELP can provide supporting materials for High School Night type presentations ► Where ever you are promoting student banking products – cross sell iHELP Student Loans

20 Public Relations 20 ► Joint Press Releases  At sign up – “We now participate in student lending”  At milestones – We made our first (100 th ) loan ► Scholarships  Raise awareness  $500 goes a long way for a local family

21 Articles, Bylines & Joint Releases 21 Pennsylvania Community Bankers Magazine ICBA – iHELP Joint Press Release

22 iHELP Resources Available ► Individualized strategy and planning meetings ► Branch staff education/meeting support ► Marketing language for the web, banner ad templates & other communications ► Print material templates  brochures, posters, tent cards ► Search Engine Optimization & Social Media support ► PR support – press releases, articles etc. 22

23 iHELP Marketing Checklist  Website presence & language/logo update  Website promotion – banner ads  Branch education  Electronic communications to customers  Servicing communications to customers  In-Branch promotion  Collateral distribution  Local Colleges & Universities  Local High Schools 23

24 Getting started… Contact us for support requests  Materials, marketing or school outreach Wynde Walker Program Associate iHELP Student Loans

25 ► Lender Relations –  Kevin Moehn, Program Executive ► Marketing Support –  Cecelia Dwyer, Program Marketing Lead ► Marketing Materials –  Wynde Walker, Program Marketing Associate ► Borrower/Customer Questions –  Student Loan Finance Corporation (SLFC) iHELP Private Student Loan Servicing Contacts

26 Questions?