1. Promotion Vs. Marketing Strategy March 2016

2. Preview Discuss the cons of a promotion-only Hispanic marketing strategy Review the components of an effective Hispanic marketing strategy Provide examples Share available resources 2

3. THE CONS OF PROMOTION-ONLY 3

4. The Coopera Approach 4 1.The right organizational mentality – Philosophy – Investment 2. Adapt to the market – Personnel – Products – Processes – Promotion/Marketing

5. A Promotion-Only Strategy… 5 Translations of English Marketing Materials

6. The Downside Lack of integration with: Hispanic growth strategic goals Hispanic target market segmentation Product/service relevancy for consumers Culture Other marketing needs such as online, social media, public relations, advertising, direct mail, etc Consumer awareness and action wane 6

7. Hispanic Consumers May Not… See that you care Understand the CU difference Know how your services can help better their financial lives as a whole Distinguish your CU from other FIs and other CUs Be prepared to join Tell their family and friends Use other products and services 7

8. AN EFFECTIVE HISPANIC MARKETING STRATEGY 8

9. An Effective Hispanic Marketing Strategy… Starts with your Hispanic Target Market Defines specific, measurable goals that integrate with your CU’s Hispanic growth strategy Conveys consistent, culturally relevant messaging Incorporates integrated marketing tactics including promotional materials 9 Resources: Coopera Marketing Consulting Services

10. Develop a Relevant Brand Identity Relevant identity and positioning message(s): Family Financial Services Accessibility Financial Future… Have a slogan for your Hispanic target market(s). 10 Resources: Coopera Marketing Consulting Services

11. Spend Time Building Awareness Easy to jump to products first Define and talk about what makes you different Is it… – Your bilingual, bicultural staff – Your community partners – Your members – Your commitment to the community – Your mission 11 Resources: Coopera Marketing Consulting Services Or, all of the above?

12. Create Spanish Concepts/Messages From Scratch 12 Millennials Spanglish Dual Identity AT&T #BetweenTwoWorldsCampaign Social Media Multiculturalism

13. Create Materials People will Use Informational product/promotional flyers to be used at community events Recruitment materials Referral program information Event-specific information inviting the community to your events Member service brochures that staff hand out 13 When was the last time someone grabbed a brochure from the rack?

14. Avoid Starting with a Spanish Website First. It’s a lot more than just translation Considerations: – What Spanish financial terms will you use? – How will you ensure consistency in terms from the website to other materials? – How will you brand, your branded product terms? – How will you convey important, culturally relevant messages that aren’t available on your English site? – How will you keep it fresh? How/who will make updates based on new info? 14

15. However, Don’t Forget Mobile and Online. Social media messages – Facebook, Snapchat, Instagram and Twitter Ensure you have staff who can provide follow-up in Spanish Engage your audience on social media Be prepared to education on usage of apps and online 15

16. Involve your Community Partners & Tout Personnel Growth Talk about your community partners Market to the community together (co-market) Tout your Hispanic advisory groups Write press releases in Spanish and send to Spanish media Let the community know about new hires and new leadership 16 Consider Juntos Avanzamos Designation

17. RESOURCES 17

18. Coopera Consulting Services & Resource Library 18 Meeting topic(s) Templates in resource library

19. The Digital Lives of Hispanic Consumers White Paper 19 http://www.cooperaconsulting.com/hispanic-expertise.cfm?ID=C2AD7E80-BFCD- AEBB-FAE3-F31E9E28E3AA

20. Hispanic Growth Resources 20 Coopera Resource Library White Papers http://www.cooperaconsulting.com/hispanic-expertise.cfm http://www.cooperaconsulting.com/hispanic-expertise.cfm Hispanic Outreach Insights Monthly E-newsletter http://www.cooperaconsulting.com/ http://www.cooperaconsulting.com/ Hispanic Outreach Connection LinkedIn Group (CCHOC) http://www.linkedin.com/groupInvitation?groupID=2148195& sharedKey=5F7335401508 http://www.linkedin.com/groupInvitation?groupID=2148195& sharedKey=5F7335401508 Coopera Blog http://blog.cooperaconsulting.com/http://blog.cooperaconsulting.com/ Coopera on Twitter Follow Coopera @_Coopera

21. QUESTIONS? 21

22. Contact Coopera © 2016 Coopera. Original information contained within this presentation is copyrighted and cannot be used without expressed written consent from Coopera. 1500 NW 118th Street Des Moines, Iowa 50325 866.518.0214 cooperaconsulting.com blog.cooperaconsulting.com requests@cooperaconsulting.com