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

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

3. 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

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

5. 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)

6. 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%

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

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

9. 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%

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

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

12. 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.

13. 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.

14. Questions?