8/4/2020 FMS > 2020 WBA Marketing Workshop Strategic Marketing Virtual Workshop Series Presented by Sean Hockenbery, President Amber Farley, EVP Emerging Media Financial Marketing Solutions July 2020 Workshop Agenda Session 1: Session 2: FMS > Today’s Marketplace Strategy Development Understanding Brand Creative Messaging Content Development Session 3: Session 4: Delivery Channels Earned Media Owned Media Implementation Paid Media Measurement Strategic Marketing Workshop: Session 31 8/4/2020 Delivery Channels The optimal Website Owned Mobile App marketing mix. Blog Social Channels Media FMS > Earned Paid Traditional Shares Sponsorships Mentions Media Media Pay-Per-Click Reviews Display Ads Media coverage Social Ads Guests posts Retargeting Influencers (free) Paid Influencers Direct Internal Channels Strategic Marketing Workshop: Session 32 8/4/2020 Branch Network FMS > Branch Network FMS > Strategic Marketing Workshop: Session 33 8/4/2020 Branch Network FMS > Branch Network Strategic Marketing Workshop: Session 34 8/4/2020 Branch Touch Points Digital Lobby Screens Architecture FMS > Posters Slip sheets Flyers Brochure Racks Drive Thru Envelopes Drive Thru Banners Drive Thru Tubes Branch Touch Points Have a branch standard guideline FMS > Keep it clean! Create an experience Equip your team Strategic Marketing Workshop: Session 35 8/4/2020 Branch Network 2020 Marketing & Cross Sell Matrix Jan Feb Mar Apr May Jun Jul Aug Sep Oct Retail Merchandising Posters Slip Sheet/Take One Drive Thru Banners ATM Marketing Screen Lobby Screen Ads Digital Messaging Home Page Ads Secondary Banner Ads Online Banking Ad Facebook Message Customer Communications Cross-Sell Email Product Line Email Direct Mail Electronic Statement Message Business Line Poster DT Banner Slip Sheet / Take One Web Banner Client Email Lobby Screen ATM Screen Online Banking Banner Secondary Banner Branding Mortgage Wealth Management Materials Library Poster DT banner Slip Sheet / Take One Web Banner Client Email Lobby Screen ATM Screen Online Banking Banner Secondary Banner Cross-sell Mobile Banking Online Banking with Bill Pay e-Statements Card Services Email Marketing Stats FMS > https://blog.hubspot.com/marketing/email-marketing-stats Strategic Marketing Workshop: Session 36 8/4/2020 Email Marketing_Open Rate / Industry FMS > https://blog.hubspot.com Email Marketing_Clickthrough Rate / Industry FMS > https://blog.hubspot.com Strategic Marketing Workshop: Session 37 8/4/2020 Email Marketing_Unsubscribe Rate / Industry FMS > https://blog.hubspot.com FMS > https://coschedule.com/blog/email‐marketing‐ best‐practices/ Strategic Marketing Workshop: Session 38 8/4/2020 FMS > https://coschedule.com/blog/email‐marketing‐ best‐practices/ Email Marketing Dashboard FMS > Strategic Marketing Workshop: Session 39 8/4/2020 Owned Media Delivery Channels Website The optimal Mobile App Owned marketing mix. Blog Social Channels Media FMS > Earned Paid Traditional Shares Sponsorships Mentions Media Media Pay-Per-Click Reviews Display Ads Media coverage Social Ads Guests posts Retargeting Influencers (free) Paid Influencers Direct Strategic Marketing Workshop: Session 310 8/4/2020 Assess Yourself FMS > Honestly assess how you look and function where people are (mobile, online, social, etc.) Simplify Your Website FMS > Strategic Marketing Workshop: Session 311 8/4/2020 Use Promotional Landing Pages FMS > Enhance UX & UI for Mobile FMS > Strategic Marketing Workshop: Session 312 8/4/2020 Load Time Your website’s load time on both desktop and mobile matters when optimizing your SEO. When Google can crawl through pages faster, it is able FMS > to index more pages within the same amount of time. “Speed is now a landing page factor for Google Search and Ads.” - Google Google indicates that 40% of consumers bounce from pages that take more than 3 seconds to load. Strategic Marketing Workshop: Session 313 8/4/2020 Testing Tools 1. Page Speed Insights: https://developers.google.com/speed/pagespeed/in FMS > sights/ 2. Mobile Speed: https://www.thinkwithgoogle.com/feature/testmysit e/ 3. Mobile Friendly: https://search.google.com/test/mobile-friendly Brand Your Social Channels FMS > Strategic Marketing Workshop: Session 314 8/4/2020 Paid Media Website Delivery Mobile App Channels Blog Social Channels The optimal Owned marketing mix. Media FMS > Earned Paid Traditional Shares Sponsorships Mentions Media Media Pay-Per-Click Reviews Display Ads Media coverage Social Ads Guests posts Retargeting Influencers (free) Paid Influencers Direct Strategic Marketing Workshop: Session 315 8/4/2020 TV: Broadcast and Cable Broadcast FMS > - broader reach - more expensive Cable - increase frequency at a lower cost. - more targeted geographically TV Metrics To Consider Reach FMS > Frequency Gross Ratings Points Reach x Frequency = Gross Ratings Points Strategic Marketing Workshop: Session 316 8/4/2020 Over the Top Advertising FMS > OTT stands for “over-the-top,” the term used for the delivery of film and TV content via the internet, without requiring users to subscribe to a traditional cable or satellite OTT is a great was to extend your tv schedule audience and reach Cord Cutters All units can be customized and geotargeted to specific footprint Non-skippable placement on quality and brand safe video content – Full Episodic OTT Questions To Ask - Do they have direct source (first look) inventory from providers? - Do they reach cord cutters, cord nevers? FMS > - Is the content 100% premium longform? (22 min. or longer) - Do they have scale (enough inventory) in your DMA? - Is the environment brand safe and fraud free? - Are the ads non-skippable? - Do the majority of GRPs run TV (big screen)? Strategic Marketing Workshop: Session 317 8/4/2020 Pre-Roll FMS > Pre-roll Video extends video exposure into the digital landscape Cross-Channel campaigns are an effective way to reach broader audience Non-skippable placement on quality and brand safe video content - Geotargeted Unit placement can be placed on premium sites at a local and national level Radio Local Broadcast FMS > NPR Streaming -Pandora -Spotify Strategic Marketing Workshop: Session 318 8/4/2020 FMS > 60.93 million monthly active users (according to Statista.com) 18 – 54-year-old adults spend an averages nearly a third of awake hours on digital audio (Advertising Weekly) Provides the added element of a visual ad to direct traffic to you. Print Newspapers FMS > Magazines Tradeshow Publications Business Journals Arts / Sports Programs Strategic Marketing Workshop: Session 319 8/4/2020 Out-of-Home Billboard FMS > Transit Alternative Outdoor - Billboard FMS > Strategic Marketing Workshop: Session 320 8/4/2020 Outdoor – Billboard FMS > Outdoor - Transit FMS > Strategic Marketing Workshop: Session 321 8/4/2020 Outdoor - Transit FMS > Outdoor - Transit FMS > Strategic Marketing Workshop: Session 322 8/4/2020 Outdoor - Alternative FMS > Outdoor - Alternative FMS > Strategic Marketing Workshop: Session 323 8/4/2020 Outdoor - Alternative FMS > Outdoor - Alternative FMS > Strategic Marketing Workshop: Session 324 8/4/2020 Sponsorships Search Marketing SEO (will discuss in earned) FMS > SEM Local Search Voice Search Image Search Strategic Marketing Workshop: Session 325 8/4/2020 How Do Search Engines Work? 1. Crawl: Scour the Internet for content, looking over the code/content for each URL they find. FMS > 2. Index: Store and organize the content found during the crawling process. Once a page is in the index, it’s in the running to be displayed as a result to relevant queries. 3. Rank: Provide the pieces of content that will best answer a searcher’s query, which means that results are ordered by most relevant to least relevant. Google holds 85% of the desktop search engine market share. More than 3.5 billion searches are made every day on Google. Strategic Marketing Workshop: Session 326 8/4/2020 Search Engine Marketing (SEM) A form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through FMS > paid advertising. Paid search works on a pay-per-click model on search engines like Google AdWords and Bing Ads. Google AdWords is Now Strategic Marketing Workshop: Session 327 8/4/2020 Parts of a Text Ad FMS > DISPLAY URL HEADLINE DESCRIPTION AD EXTENSIONS ‐ Site link ‐ Call ‐ Locations ‐ Offer ‐ App Ad Rank Ad rank is a value that's used to determine your ad position (where ads are shown on a page relative to other ads) and whether your ads will show at all. FMS > Ad Rank is calculated using: • Your bid amount • Your auction-time ad quality (including expected clickthrough rate, ad relevance, and landing page experience) • The ad rank bid thresholds • Competitiveness of the auction • Context of the person’s search • Expected impact of extensions Strategic Marketing Workshop: Session 328 8/4/2020 Quality Score Quality Score is one of the that determines your AdRank. Your Quality Score is based on the quality and relevance of your ad, and Google measures that FMS > by how many people click on your ad when it’s displayed — i.e. your CTR. You CTR depends on the how well your ad matches searcher intent, which you can deduce from three areas: • The relevance of your keywords. • If your ad copy and CTA delivered what the searcher expected basked on their search • The user experience (load time and relevancy) of your landing page Search Campaign Structure FMS > Strategic Marketing Workshop: Session 329 8/4/2020 Keyword Research Google matches your ad with search queries based