business lending campaign update
DESCRIPTION
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. - PowerPoint PPT PresentationTRANSCRIPT
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