home mortgage & residential lending april 2013
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HOME MORTGAGE&
RESIDENTIAL LENDINGAPRIL 2013
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
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
KEY RESEARCH
42%
12%12%
12%
5%
7%12%
First Person for Mortgage Advice
*Out of 43 responses
Parent
Brother/Sister
Friend
Bank/Credit Union
Insurance Co./Agent
Financial Advisor
Loan Officer
47%53%
Current Financial Insti-tution as Primary Lend-
ing Option?
YesNo
KEY RESEARCH
Low Inter
est Rate
Low Fees/
Closing C
osts
Ease o
f Proces
s/Quick
Processin
g Tim
e
Quality
Customer
Servi
ce
Large
National L
ender
In-House
Approval
Estab
lished
Lender
0
5
10
15
20
25
30
35
40
Ideal Lender Criterion
UnimportantSomewhat UnimportantNeutralSomewhat ImportantImportant
KEY RESEARCH
25%
50%
16%
9%
Concerns Surrounding Mortgages
Getting ApprovedUnsure of ProcessFinding the 'Right' LenderOther
88%
12%
Are Bigger Banks Always Bet -ter Banks in Terms of Mort-
gage Lending?
YesNo
KEY RESEARCH
49%
9%
42%
Is Having All Banking Needs Under One Roof a Good Idea?
YesNoIndifferent
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.
ADVERTISING OBJECTIVE:LAVIDGE-STEINER HIERARCHY
• Ultimate goal of campaign
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
MOTIVES
CONVENIENCE• the convenience of having someone close by to help, someone you can trust
to take care of your needs.
ACHIEVEMENT• help create the feeling that with Zions , you will something of value.
FAMILY AFFECTION/TOGETHERNESS• Home buying equates with idea of ‘coming home’ or ‘going home’ which is
connects strongly with family togetherness.
MEDIA
MEDIA OBJECTIVE1. 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 $53,200Group B: Refinancers Age (34-65)Household Income $85,0003. Capture more market share for home mortgages from Wells Fargo (leader in home mortgages)
TOTAL MEDIA BUDGET=$898,062
MEDIA BUDGET
$146,074
$119,600
$240,688
$302,000
$80,700 $9,000 Online Media
Bus Wraps
Billboards
Television
Radio
Movie
GANNT MEDIA SCHEDULE
BILLBOARDSBILLBOARD LOCATION
# OF BOARDS SIZE COST
FREQUENCY (6
MONTHS)
REACH (6
MONTHS)INTERSTATE 15 4 48 SHEETS - 48' X 14' $49,680.00 101.6 94.90%
INTERSTATE 80 1 48 SHEETS - 48' X 14' $9,335.00 23.5 93.60%
INTERSTATE 201 1 48 SHEETS - 48' X 14' $9,335.00 23.5 93.60%
EAST BENCH 3 30 SHEETS - 22'8" X 10'5" $35,658.00 6.9 57.06%
MID-VALLEY 3 30 SHEETS - 22'8" X 10'5" $37,980.00 6.9 57.06%
SOUTH VALLEY 1 30 SHEETS - 22'8" X 10'5" $12,660.00 2.3 19.02%
UTAH COUNTY 2 30 SHEETS - 22'8" X 10'5" $20,784.00 4.6 38.04%
DAVIS COUNTY 2 30 SHEETS - 22'8" X 10'5" $20,784.00 4.6 38.04%
ST. GEORGE 2 8 SHEET - 11' X 5' $6,492.00 3.5 38.04%
BOISE 3 30 SHEETS - 22'8" X 10'5" $37,980.00 4.8 57.06%
22 $240,688 24.4 60.35%
Weighted Average
BILLBOARDS
OGDEN
PROVO / OREM
ST. GEORGE
BOISE 48 SHEET BOARD
30 SHEET BOARD
8 SHEET BOARD
TRANSIT ADVERTISING
Kong: 42”x228”
King Kong: 108”x228”
Location # of buses Cost Reach #'sSLC 9 $32,400.00 701,000Utah County 7 $16,800.00 311,000Davis County 6 $14,400.00 339,000Boise-Ada County 6 $13,500.00 401,000
28 $77,100.00
Location # of buses Cost Reach #'sSLC 9 $18,900.00 701,000Utah County 7 $9,800.00 311,000Davis County 6 $8,400.00 339,000Boise-Ada County 6 $5,400.00 401,000
28 $42,500.00
Total Cost: $119,600
Average Reach: 461,642
Total # Buses: 56
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
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
RADIO: IDAHO• KBOI 670
– Wide Range of listeners (25-54). – Targeted to group B
TOTAL IDAHO RADIO COST=$8,700
ONLINE MEDIAGroup APinterest Ad
Facebook Ad
Group BSalt Lake Tribune Banner
Ad
Deseret Morning News Banner Ad
TOTAL ONLINE MEDIA COST=$146,074
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
INTERNET T.V. & RADIOCost per Thousand: $45Target Younger Demographic (18-49) Through:• The Office• American Idol• Dancing with the Stars• Parks and Recreation
$45,000 to reach 1 Million viewers
INTERNET T.V. & RADIOCost Per Thousand: $8Ability 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
SALES PROMOTION
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.
Timing - GANNT
PROMOTIONS• Promotional Tactics
• Home Expo Shows
• “Parade of Homes” Sponsorships
• Gift Rewards
• Homebuilder Partnerships
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.
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.
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
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
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
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.
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
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
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
SALES PROMO. BUDGET
41702%
3850022%
124007%
12000069%
ExposHome ShowsGift IncentivesHomebuilder Partnerships (ROUGH estimates)
SALES PROMO. BUDGETPromotion Type Price Quantity Total
EXPOS Utah Dream Home Expo $ 1.00 1200 $ 1,200.00
Water Bottles $ 1.20 1,000 $ 1,200.00 Flyers in Water Bottles $ 0.08 1,000 $ 80.00
Gifts (2) $ 250.00 2 $ 500.00 Sub-total $ 2,980.00
Boise Fall Home Show $ 1.00 550 $ 550.00 Water Bottles $ 1.20 500 $ 600.00
Flyers in Water Bottles $ 0.08 500 $ 40.00 Sub-total $ 1,190.00
Expo Total $ 4,170.00 HOME SHOWS Northern Utah Parade of Homes $ 3,000.00 1 $ 3,000.00 Utah Valley Parade of Homes $ 8,500.00 1 $ 8,500.00 Salt Lake Parade of Homes $ 10,000.00 1 $ 10,000.00 Park City Parade of Homes $ 7,000.00 1 $ 7,000.00 Southeastern Idaho Parade of Homes $ 2,000.00 1 $ 2,000.00 Boise Fall Parade of Homes $ 8,000.00 1 $ 8,000.00 Home Show Total $ 38,500.00 GIFT INCENTIVES w/ POP Displays Gift Cards
Idaho $ 500.00 4 $ 2,000.00 Utah $ 500.00 4 $ 2,000.00
Water Bottles (In Branches) $ 1.20 7000 $ 8,400.00 Gife Intentive Total $ 12,400.00 PARTNERSHIP WITH HOMEBULDER Utah (SMA w/ 1 homebuilder for 8 months) $ 10,000.00 8 $ 80,000.00 Idaho (SMA w/ 1 homebuilder for 8 months) $ 5,000.00 8 $ 40,000.00 Partnership Total $ 120,000.00
GRAND TOTAL $ 175,070.00
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