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Business Lending Campaign Update

Business Lending Campaign Update. Matt McPherson. Agenda. Research Planning Execution Creative Results What is Next? Questions. Research. Research. Member Survey (Attune) Concept Creation (Attune) MCIF Data (Darin) Business Services/Marketing Meetings Market Research.

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Business Lending Campaign Update

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  1. Business Lending Campaign Update Matt McPherson

  2. Agenda • Research • Planning • Execution • Creative • Results • What is Next? • Questions

  3. Research

  4. Research • Member Survey (Attune) • Concept Creation (Attune) • MCIF Data (Darin) • Business Services/Marketing Meetings • Market Research

  5. Our Business Membership (2/2/12) • 5,399 Business Accounts • 4,600 No Loans Associated (85.2%) • 70% Male • By County • 74% Sonoma • 11% Marin • 9% Mendocino • 4% Napa • 2% Other

  6. Findings • RCU Business Lending is not known • RCU Business Owners feel: • Business is Complicated • They wear a lot of hats • CONTROL is very important • RCU understands small business • Pain Points: • Wait Time • Being Approved • Paperwork

  7. What we need to focus on! • RCU is a partner, we assist • Business is complicated, RCU makes it simple • We are local • We are actively lending • Our experience

  8. Planning

  9. Goals • Create a year long RCU Business Lending awareness campaign • Be in market the whole year • Have a flexible plan • Adapt

  10. Launch Docs • Business Campaign Assumptions • Two big cycles – Feb to June & Aug to early Dec • Try to maintain a $20-$30M pipeline • Marketing Program Description • Outline of the Year-Long effort • Creative Brief • To keep creative consistent • Campaign Calendar • Visual outline of the Marketing Plan

  11. Campaign Calendar

  12. Execution

  13. What Have We Done? • Print • Marin Independent Journal – 8 Ads • NBBJ – 6 Full Page Ads • North Bay Biz – 5 Full Page Ads • Napa Valley Register – 6 Ads • Press Democrat – 6 Ads • Statement Insert – February • Monthly Messaging • Billboard – March & April

  14. What Have We Done? • Online • Pay Per Click (PPC) • RCU Website Home Page Banner • Marin Builders Association Newsletter – 8 Ads • Testimonial Photoshoots • Rob Cantu • Anytime Fitness • Farmhouse Inn • Kadon Trucking • Stevenson Supply

  15. Creative

  16. Phase 1

  17. Phase 1 - Billboard

  18. Phase 1A

  19. Phase 1B

  20. Results

  21. Business Lending

  22. Pipeline

  23. Pay Per Click

  24. What is Next?

  25. Campaign Changes • Remove • Business Seminar • Staff Incentive • Alter • Creative • Branch Materials • Print • Add • Experian – Business Owner Link • Online Brochure

  26. Phase 2 Concept

  27. Phase 2 Rough Draft

  28. 2nd Half Plan • Newsletter Q3 • Statement Insert – August • Monthly Messaging • Print • NBBJ – 8 Ads • MIJ – 10+ Ads • PD – 10+ Ads • NVR – 10+ Ads • North Bay Biz – 2 Ads

  29. 2nd Half Plan • Experian – Business Owner Link • Outbound Member eMail (TBD) • Radio • Billboard • Online • Pay Per Click (PPC) • RCU Website Home Page Banner • Marin Builders Association Newsletter – 6 Ads • Press Democrat Online Banner • Online Brochure

  30. Things to consider • Business Member Survey • Seminars Needed? • RCU Member Business Discounts? • Special Offers • iPad • Referral Program

  31. Questions

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