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HOME MORTGAGE & RESIDENTIAL LENDING APRIL 2013

Increase penetration of home finance products and capture market share for mortgages through targeted advertising and sales promotions.

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HOME MORTGAGE & RESIDENTIAL LENDING APRIL 2013

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  1. HOME MORTGAGE&RESIDENTIAL LENDING APRIL 2013

  2. DIRECTORS • ADAM NIEUWLAND • TYLER DENNISON • COLTON SCHANG • ALEX VELLUTO • SANGYEOL LEE • LUN CHING LIN • JONATHAN MATSEN • ACCOUNT EXECUTIVE • MEDIA DIRECTOR • MEDIA DIRECTOR • CREATIVE DIRECTOR • RESEARCH DIRECTOR • RESEARCH DIRECTOR • SALES PROMOTIONS

  3. PROJECT DETAILS • Objectives • Mortgage goals for 2013 • 1. $7 million revenue increase over 2012 • Strategies • Increase penetration of home finance products within current relationships • Utilize mass media for broad home finance message that will be seen by current clients who compromise a large enough percentage of the total market (approximately 24%) • Leverage targeted messaging for specific segments of current clients • Leverage strong home finance story to acquire non-clients • Utilize mass media, including internet, to seed broad message • Drive prospects to website or branch for information • Additional focus on refinance business • Secondary focus on home equity products

  4. KEY RESEARCH

  5. KEY RESEARCH

  6. KEY RESEARCH

  7. KEY RESEARCH

  8. ADVERTISING OBJECTIVE • (a) To persuade first-time home buyers and refinancers that Zions Bank is the bank you trust, providing the right people to help make the right choices about the right mortgage for the right home. • (b) To persuade prospective customers that Zions Bank offers a reliable guide through the lending process built on trust, service, a reputation of established foundations, and peace of mind. • (c) To remind existing customers that Zions already fills the needs of (a) and (b) for them in other banking-related areas, and that Zions can do so for their home needs as well.

  9. ADVERTISING OBJECTIVE:LAVIDGE-STEINER HIERARCHY

  10. MOTIVES

  11. MEDIA

  12. MEDIA OBJECTIVE 1. Bring new customers to Zion’s Bank to get mortgage loan by T.V., radio, outdoor, and digital advertising. 2. Target advertising to two different home buying groups: Group A: First time homebuyers Age (18-33) Household Income $53,200 Group B: Refinancers Age (34-65) Household Income $85,000 3. Capture more market share for home mortgages from Wells Fargo (leader in home mortgages) 

  13. MEDIA BUDGET TOTAL MEDIA BUDGET=$898,062

  14. GANNT MEDIA SCHEDULE

  15. BILLBOARDS Weighted Average

  16. OGDEN BILLBOARDS BOISE 48 SHEET BOARD 30 SHEET BOARD 8 SHEET BOARD ST. GEORGE PROVO / OREM

  17. TRANSIT ADVERTISING KingKong: 108”x228” Total # Buses: 56 Average Reach: 461,642 Kong: 42”x228” Total Cost: $119,600

  18. TELEVISION • Flighting TV ads during 2 months of campaign (May & September) • KSL (NBC, channel 5): 6 and 7 o’clock news • KUTV (CBS, channel 2): 6 and 7 o’clock news • KSTU (Fox, channel 13): Primetime; American Idol • KTVX (ABC, channel 4): 6 and 6:30 news • KTVB (NBC, channel 7)- Idaho News- 5:00-6:00 p.m. TOTAL TELVISION COST=$302,000

  19. RADIO: UTAH • KSL Radio-Sports/Talk/News • Wide range listening demographic (18-65). #1 rated radio station in Salt Lake for spring and summer months (as of 2012) with a 9.6 Arbitron rating. • KODJ- Oldies 94.1 • Used to reach group B older demographic (34-65). Most recent Arbitron rating of 5.7. • KRSP-Arrow 103.5 • Older demographic (group B)- most recent Arbitron rating of 3.9 TOTAL UTAH RADIO COST=$72,000

  20. RADIO: IDAHO • KBOI 670 • Wide Range of listeners (25-54). • Targeted to group B TOTAL IDAHO RADIO COST=$8,700

  21. ONLINE MEDIA Group A Group B Salt Lake Tribune Banner Ad Deseret Morning News Banner Ad Pinterest Ad Facebook Ad TOTAL ONLINE MEDIA COST=$146,074

  22. MOVIE THEATER-SLC • Iron Man 3 (group A&B): • May @ Jordan Commons • Despicable Me 2 (group A): • July @ The District • Star Trek (for group B): • May & June @ The Gateway • August-October showings • @ Thanksgiving Pointe • November-December showings • @ Jordan Commons TOTAL MOVIE THEATER COST=$9,000

  23. INTERNET T.V. & RADIO • Cost per Thousand: $45 • Target Younger Demographic (18-49) Through: • The Office • American Idol • Dancing with the Stars • Parks and Recreation $45,000 to reach 1 Million viewers

  24. INTERNET T.V. & RADIO • Cost Per Thousand: $8 • Ability to target specific demographic and location: • 18-35 years of age • Salt Lake City • Provo • Ogden • Boise, Idaho $8,000 to reach 1 Million listeners

  25. SALES PROMOTION

  26. PROMOTIONS • Strategy: • Increase opportunities to for first time homebuyers and refinancers to finance mortgages through Zions Bank. • Add incentives for homebuyers and refinancers who utilize Zions Bank for their home mortgage.

  27. Timing - GANNT

  28. PROMOTIONS • Promotional Tactics • Home Expo Shows • “Parade of Homes” Sponsorships • Gift Rewards • Homebuilder Partnerships

  29. HOME EXPO SHOWS • Utah Dream Home Expo • 2 day event at South Towne Expo Center. • Strengthens/forges relationship with Utah Homebuilders Assoc. • Expo dates tie in with flighting TV ads in Utah. • Zions booth with mortgage info., “We Approve” products, and entries for two $250 gift cards to home furnishing stores.

  30. HOME EXPO SHOWS • Boise Fall Home Show 2013 • 3 day event during late October at Expo Idaho Center. • Generates greater recognition in Idaho market, particularly greater Boise area. • Zions booth with mortgage info. and Zions “We Approve” products.

  31. PARADE OF HOMES: UTAH • Utah Valley Parade of Homes • June 7th – 27th • Utah County • Northern Utah Parade of Homes • June 21st – July 7th • Box Elder to Salt Lake County

  32. PARADE OF HOMES: UTAH • Salt Lake Parade of Homes • August 2nd–17th • Salt Lake County • Park City Parade of Homes • Weekends from August 17th – September 2nd

  33. PARADE OF HOMES: IDAHO • Southeastern Idaho Parade of Homes • August 9 – 12, 2013 • Pocatello & Chubbuck • Boise Fall Parade of Homes • October 6–7/13–14/20–21, 2013 • Star, Meridian, Eagle, and Boise

  34. GIFT CARD APPROVALS • POP displays in Zions Bank branches detailing gift card ‘approvals’ promotion. • Mortgage and refinance applicants applying to Zions for mortgage lending from beginning of campaign until the end of June and from September until the end of October will be entered into a gift card ‘approval’ pool. Winner will be ‘approved’ with a gift card as tie in with creative strategy. • Two $500 gift rewards to a home retailer will be ‘approved’ to the two winners at two points in time: • Drawing concluding at end of June. • Drawing concluding at end of October. • Utah & Idaho markets will be separate drawing pools.

  35. HOMEBUILDER PARTNERSHIPS • Agreements with Area Homebuilders • Contingent upon: • Proven record of great service to customers • Ability to finance future customers • Willingness to commit to a Sales and Marketing Agreement (SMA) • Benefits: • Promo materials in all model homes • Website promotion • Preferred Lender Status

  36. HOMEBUILDER PARTNERSHIPS • Select Utah Homebuilder Profiles • Peterson Homes • 5 Communities • Salt Lake County • Perry Homes • 13 Communities • Weber, Salt Lake, and Tooele Counties • Henry Walker Homes • 38 Communities • Davis, Morgan, Utah, Wasatch, and Washington Counties

  37. HOMEBUILDER PARTNERSHIPS • Select Idaho Homebuilder Profiles • Boise Hunter Homes • 7 Communities • Boise, Meridian and Eagle • Copper Creek Homes • 11 Communities • Pocatello, Ammon and Idaho Falls • Wolverton Homes • 20 Communities • Twin Falls

  38. SALES PROMO. BUDGET

  39. SALES PROMO. BUDGET

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