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

2. 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

3. 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

4. We’re Not All “Mad”

5. 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

6. Product / Market Matrix

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

8. Bank Mission In the Community to Serve

9. 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

10. 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

11. 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

12. 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 email newsletter Launch in-branch telemarketing campaign

13. 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

14. 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. Email, TV, print, direct mail, email, social media, POP, celebrity endorsement Integration

15. 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

16. Marketing vs. Public Relations

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

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

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

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

21. Social Media

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

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

24. 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

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

26. 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

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

29. 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

30. Questions? Thank you… Linda Varrell, APR Broadreach Public Relations 19 Commercial Street Portland, ME 04101 207-619-7350 lindav@broadreachpr.com Twitter: @BRPRPrez www.broadreachpr.com @broadreach www.Facebook.com/BroadreachPR