Business Campaign Update

Business Lending Campaign UpdateMatt McPherson

ResearchPlanningExecutionCreativeResultsWhat is Next?QuestionsAgendaResearchMember Survey (Attune)Concept Creation (Attune)MCIF Data (Darin)Business Services/Marketing MeetingsMarket ResearchResearch5,399 Business Accounts4,600 No Loans Associated (85.2%)70% MaleBy County74% Sonoma11% Marin9% Mendocino4% Napa2% OtherOur Business Membership (2/2/12)RCU Business Lending is not knownRCU Business Owners feel:Business is ComplicatedThey wear a lot of hatsCONTROL is very importantRCU understands small businessPain Points:Wait TimeBeing ApprovedPaperworkFindingsRCU is a partner, we assistBusiness is complicated, RCU makes it simpleWe are localWe are actively lendingOur experience

What we need to focus on!PlanningCreate a year long RCU Business Lending awareness campaignBe in market the whole yearHave a flexible planAdaptGoalsBusiness Campaign AssumptionsTwo big cycles Feb to June & Aug to early DecTry to maintain a $20-$30M pipelineMarketing Program DescriptionOutline of the Year-Long effortCreative BriefTo keep creative consistentCampaign CalendarVisual outline of the Marketing Plan

Launch Docs

Campaign CalendarExecutionPrintMarin Independent Journal 8 AdsNBBJ 6 Full Page AdsNorth Bay Biz 5 Full Page AdsNapa Valley Register 6 AdsPress Democrat 6 AdsStatement Insert FebruaryMonthly MessagingBillboard March & AprilWhat Have We Done?OnlinePay Per Click (PPC) RCU Website Home Page BannerMarin Builders Association Newsletter 8 AdsTestimonial PhotoshootsRob CantuAnytime FitnessFarmhouse InnKadon TruckingStevenson Supply

What Have We Done?Creative

Phase 1

Phase 1 - Billboard

Phase 1APhase 1B

ResultsBusiness LendingPipelinePay Per ClickPPC CampaignCostImpressionsVisitsActionsLeadsQualityJan$2,262.8634,51325628102.50Feb$276.353,876451153.00Mar$434.174,783662293.25Apr$618.725,97859702.50May$735.866,473721522.75Jun$301.965,34042612.50JulAugSepOctNovDecYTD$4,629.9260,96354089272.7523What is Next?RemoveBusiness SeminarStaff IncentiveAlterCreativeBranch MaterialsPrintAddExperian Business Owner LinkOnline BrochureCampaign Changes

Phase 2 ConceptPhase 2 Rough Draft

Newsletter Q3Statement Insert AugustMonthly MessagingPrintNBBJ 8 AdsMIJ 10+ AdsPD 10+ AdsNVR 10+ AdsNorth Bay Biz 2 Ads

2nd Half PlanExperian Business Owner LinkOutbound Member eMail (TBD)RadioBillboardOnlinePay Per Click (PPC)RCU Website Home Page BannerMarin Builders Association Newsletter 6 AdsPress Democrat Online BannerOnline Brochure

2nd Half PlanMember eMail from Downey with a PURL?29Business Member SurveySeminars Needed?RCU Member Business Discounts?Special OffersiPadReferral ProgramThings to considerQuestions