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Lecture Materials

BANK MARKETING

Tom Hershberger President/CEO

Cross Financial Group Lincoln, Nebraska

[email protected] 402-441-3131

August 2, 2017

Tom Hershberger, PresidentLincoln, Nebraska

[email protected]

Marketing PlanningDeveloping an Effective

Marketing Plan

Intersession Project

www.gsb.org Educating Professionals, Creating Leaders Educating Professionals, Creating Leaders

Marketing Challenges

Customers Employees Shareholders Prospects Generations Culture Solutions


Age

www.gsb.org Educating Professionals, Creating Leaders

Advertising

Checking Loans

Savings Retirement Insurance


Money And Needs

Save

  Short-term   Mid-term   Long-term

Borrow

  Major purchase   Ongoing financing

Manage

  Move money   Make payments

Protect

  Income   Assets   Retirement

Savings CDs IRAs

Annuities

Loans LOC ODP

Leases

Checking Online banking Bill Pay

Debit card

Insurance FDIC Trust

Services


Before everything else, getting ready is the secret of success.

Henry Ford


￭  Location ￭  Economic Trends ￭  Demographics ￭  Potential ￭  Customer Needs ￭  Competition ￭  Costs/Investment ￭  Staffing ￭  Support


Begin with the end in mind.


Marketing

Attract and retain customers.


Five P’s of Marketing

People


Banking Trends and Challenges


Compelling Communications

1. Shareholders

2. Employees

3. Customers

4. Targeted Prospects

5. Trade Area


Marketing Job Description￭  Planning assistance ￭  Market assessments ￭  Product design ￭  Sales and service support ￭  Research ￭  Data management ￭  Training support ￭  Corporate communications


Peak performance and growth do not come from a single event.

Alex Sheshunoff


￭ Consistency ￭ Resource optimization ￭ Consensus ￭  Focus ￭ Clarifies expectations ￭ Accountabilities


Planning helps avoid

ME TOO banking, ME TOO products, ME TOO marketing, ME TOO everything….


Budget

Manage financial resources

Prior operational experience

Plan Manage market potential and corporate resources

Prior market

experience

More Than A Budget


Steps To Success1.  Understand circumstances 2.  Know strengths and weaknesses 3.  Assess competition 4.  Evaluate human resources 5.  Avoid ME TOO marketing 6.  Pursue innovation and technology 7.  Listen to customers 8.  Identify opportunities 9.  Plan ahead 10.  Communicate with staff


Do Not…￭  forget to do your homework ￭  plan in a vacuum ￭  commit tomorrow solely based on

yesterday’s results ￭  plan without consensus

  Involve managers with accountabilities ￭  wait until next year ￭  let things just happen


Do…

￭  your homework

￭  a written plan

￭  communicate desired outcomes

￭  complete performance evaluations

￭  re-planning

￭  repeat the process


Who What Why

Where

Customer Age

Income Home Ownership

Occupation Family

Services Pricing

Accuracy Employees Hold Times

Personal Attention Products

Needs Investments Retirement

Purchase Goods Pay Bills

Protect Future

Bank Building Hours

Employees Locations

24-Hour Access Soft Chairs

It’s all about relationships!


I think vs. I know

Planning Expectations￭  Base your plans on opportunities you

KNOW exist

￭  Set clear expectations for outcomes   Never conduct a meeting without goals

￭  Include managers and support staff


The person that says it can’t be done is usually interrupted by the person that is doing it.


How would you rate the effectiveness of your marketing planning process?

1 2 3 4 5 6 7 8 9 10 Poor Excellent Average


1 ____________________________

2 ____________________________

3 ____________________________

4 ____________________________

What impacts your marketing success?


If you do what you’ve always done, you will be what you have always been.

Rick Warren


 Goals and objectives  Market research  Competitor assessments  Segmentation  Support systems  Staff development  Action plans  Kitchen sink

Marketing Plan

Plan Development


1. Introduction, Mission, Values Conditions

2. Situation Analysis

3. Markets Focus

4. Products

5. Objectives Desired Outcomes 6. Goals

7. Strategies and Action Plans Activities

8. Budget Investment

Table of Contents


Assume the reader of your plan does not know your bank or trade area. Show them a logical approach to pursuing opportunities.


Introduction Vision

Mission Values

  Company History   Corporate Philosophy   Vision, Mission, Values, Attributes   What drives your organization?

1


Introduction1.  History 2.  Business philosophy 3.  Trade area description 4.  Bank size, locations, employees 5.  Market differentiation 6.  Staff expertise 7.  Brand promise

GrowthServices

Clients

StaffBranding


Lead With Vision and Values

Identify the essence of your organization

￭  Write it down ￭  Make it visible ￭  Apply it during decision making ￭  Use examples and stories to increase

understanding


Business Philosophies

Vision   Realistic dream for the organization   A picture of where you want to go

Mission   Why an organization exists   Purpose of the organization

Values   Distinct attributes to guide decisions and execution


The mission of ABC Bank is to provide our valued customers with unmatched service and high quality products to meet their individual financial needs. ABC Bank will support community needs, provide a beneficial and stimulating environment for employees and maintain a reasonable return to stockholders.

Mission


We will be the competitive force for financial solutions through outstanding employees and mutually beneficial relationships with our customers and communities.

Blended Mission/Vision


Be a leader in the field of software development in the American marketplace by making software that is easy to use. We will also provide a good return on investment to our shareholders.

Source: ABA

Microsoft

What If?


Put a computer on every desk

in America.

1975


Help every customer have a financially secure retirement.

Applied To Banking


Vision and Mission

Worksheet


Situation Analysis

  Bank Performance   Products and Services   Trade Area   Competitive Environment

2


What do you need to know?

Pursuing Small Business Relationships


TrendsIndustry Customers Products Market share Competitors Trade area


Checking 23%

Savings 5% CD

58%

Retirement Accounts

7%

Money Market

7% Checking 28%

Savings 5% CD

46%

Retirement Accounts

9%

Money Market 12%

2009 2016

Product Mix


Dollar Amounts in Billions OtherAll Insured Commercial Savings Credit Card International Agricultural Commercial Mortgage Consumer Specialized All Other All Other

First Quarter 2014 Institutions Banks Institutions Lenders Banks Banks Lenders Lenders Lenders <$1 Billion <$1 Billion >$1 Billion

Number of FDIC-Insured 6,730 5,809 921 16 4 1,481 3,323 563 54 444 783 62Number of FDIC-Supervised 4,249 3,817 432 8 0 1,043 2,154 260 34 263 464 23

Total Assets $ 14,901 13,855 1,046 592 3,715 245 4,977 576 164 70 141 4,420Total Loans $ 7,931 7,295 636 453 1,300 150 3,363 340 111 20 76 2,119Domestic Deposits $ 9,922 9,120 802 327 1,622 207 3,845 431 139 57 119 3,174Bank Net Income (QTR) $ 37.239 34.363 2.876 5.143 7.172 0.682 11.724 1.201 0.415 0.320 0.288 10.294Percent Profitable (QTR) % 92.7 93.8 86.0 100.0 100.0 96.2 92.4 88.8 94.4 89.6 91.4 96.8

Average Return on Assets (QTR) % 1.01 1.00 1.11 3.48 0.77 1.12 0.95 0.84 1.02 1.85 0.82 0.94Average Return on Equity (QTR) % 8.99 8.95 9.49 23.59 8.29 10.21 8.01 7.22 10.64 13.73 7.16 8.17Net Interest Margin (QTR) % 3.17 3.14 3.46 9.45 2.37 3.55 3.44 2.99 3.31 2.71 3.47 2.62Equity to Assets % 11.23 11.19 11.71 14.74 9.38 11.06 11.92 11.68 9.64 13.54 11.55 11.48

Noncurrent Loan Rate - Total Loans * % 2.46 2.48 2.26 1.14 2.62 1.14 1.81 2.60 1.56 1.84 1.99 3.82 Real Estate Loans % 4.16 4.33 2.78 0.60 6.04 1.37 2.52 2.91 4.14 2.21 2.25 7.23 C&I Loans % 0.60 0.58 1.02 0.90 0.54 1.51 0.68 0.80 0.81 1.58 1.72 0.39 Loans to Individuals % 1.01 1.00 1.06 1.17 1.12 0.58 0.91 1.19 0.81 0.54 0.91 0.83Coverage Ratio ** % 67.84 68.02 65.57 309.27 83.31 131.75 81.67 48.51 77.47 103.76 77.50 35.78

Net Charge-Off Rate - All Loans (QTR) % 0.52 0.52 0.59 3.03 0.72 0.06 0.27 0.23 0.72 0.11 0.17 0.34 Real Estate Loans (QTR) % 0.24 0.24 0.22 0.07 0.35 0.05 0.21 0.22 0.43 0.05 0.15 0.27 C&I Loans (QTR) % 0.23 0.21 0.76 2.42 0.19 0.10 0.23 0.04 0.08 0.02 0.22 0.09 Loans to Individuals (QTR) % 2.05 2.04 2.21 3.11 2.73 0.39 0.98 0.92 0.87 0.35 0.25 1.36

First Quarter 2013

Number of FDIC-Insured 7,019 6,048 971 16 5 1,491 3,483 619 49 450 827 79Number of FDIC-Supervised 4,415 3,978 437 9 0 1,034 2,266 277 30 269 499 31

Total Assets $ 14,424 13,362 1,062 594 3,839 231 4,224 566 106 69 149 4,646Total Loans $ 7,659 7,026 633 452 1,290 135 2,827 352 71 20 81 2,432Domestic Deposits $ 9,427 8,616 810 309 1,545 194 3,305 421 89 56 126 3,382Bank Net Income (QTR) $ 40.308 37.585 2.723 4.625 9.072 0.657 9.453 1.333 0.387 0.265 0.344 14.172Percent Profitable (QTR) % 91.5 92.2 87.0 100.0 80.0 96.1 90.0 88.5 93.9 87.8 92.5 96.2

Average Return on Assets (QTR) % 1.12 1.12 1.03 3.10 0.95 1.14 0.89 0.94 1.48 1.52 0.93 1.22Average Return on Equity (QTR) % 9.96 10.07 8.63 21.01 10.60 10.14 7.53 8.30 15.53 9.97 8.08 10.15Net Interest Margin (QTR) % 3.27 3.26 3.36 9.35 2.43 3.49 3.55 2.89 3.94 2.58 3.47 2.89Equity to Assets % 11.27 11.22 11.99 14.94 8.97 11.27 11.94 11.44 9.50 14.56 11.49 12.07

Noncurrent Loan Rate - Total Loans * % 3.41 3.43 3.15 1.37 3.59 1.31 2.43 3.54 1.28 2.33 2.12 5.05 Real Estate Loans % 5.71 5.95 3.86 1.74 8.25 1.65 3.34 3.79 2.48 2.86 2.41 9.02 C&I Loans % 0.80 0.78 1.39 1.29 0.78 1.51 0.96 1.72 1.70 1.58 1.91 0.53 Loans to Individuals % 1.13 1.14 1.10 1.39 1.34 0.61 0.75 0.75 0.85 0.65 0.86 0.98Coverage Ratio ** % 59.54 60.41 48.96 300.68 78.62 120.37 71.06 39.36 141.69 82.71 74.93 34.00

Net Charge-Off Rate - All Loans (QTR) % 0.83 0.84 0.67 3.41 1.17 0.10 0.51 0.42 1.18 0.34 0.29 0.63 Real Estate Loans (QTR) % 0.66 0.70 0.35 0.02 1.14 0.10 0.56 0.41 1.18 0.35 0.24 0.73 C&I Loans (QTR) % 0.37 0.34 1.06 3.42 0.31 0.15 0.39 0.37 0.93 0.18 0.38 0.18 Loans to Individuals (QTR) % 2.32 2.33 2.24 3.43 3.27 0.27 0.82 1.44 1.18 0.47 0.64 1.42

* Nonaccruing loans and loans past due 90+ days** Loss reserve as a percentage of noncurrent loans

Statistics At A Glance

See back of page for FDIC historical trends.

Asset Concentration Group

As of March 31, 2014

www.fdic.gov

Industry Trends

www.gsb.org Educating Professionals, Creating Leaders wwwwww..ccrroossssffiinnaanncciiaall..ccoomm LLiinnccoollnn,, NNEE Source: FDIC

Deposit Growth

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000 Interest-bearing deposits

Noninterest-bearing deposits

Time deposits


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Percent of Insured Deposits Since 1943

Non-Interest Bearing

Interest Bearing


Market Share Reporting


Market Share Analysis

The Security National Bank of Sioux City, Iowa,

25.55%

Wells Fargo Bank, National

Association, 19.65%

Great Southern

Bank, 8.70% U.S. Bank National

Association, 8.03%

Pioneer Bank, 5.68%

Central Bank, 5.55%

First Trust & Savings Bank,

4.68%

First National Bank, 3.47%

Liberty National Bank, 2.35%

Pinnacle Bank Sioux City, 2.29%

Primebank, 2.12%

First American Bank, 2.05%

All Other, 9.88%

Woodbury County, IA


fdic.gov ncua.gov

occ.treas.gov ffiec.gov treas.gov

bls.gov/data agcensus.usda.gov


www2.fdic.gov/sdi/index.asp


FDIC - Statistics on Depository InstitutionsReport

Cert - 14264 3/31/2014 $ in 000's

All CommercialBanks - Assets

$300M to $500M -State = NE 3/31/2014 $ in 000's

All CommercialBanks - Assets$500M to $1B -

State = NE 3/31/2014 $ in 000's

1 Number of institutions reporting 1 13 10 Performance and Condition Ratios (Year-to-date) (Year-to-date) (Year-to-date)2 % of unprofitable institutions N/A N/A N/A3 % of institutions with earnings gains N/A 61.54% 60.00% Performance Ratios (%, annualized) (Year-to-date) (Year-to-date) (Year-to-date)4 Yield on earning assets 4.14% 4.21% 3.95%5 Cost of funding earning assets 0.41% 0.54% 0.62%6 Net interest margin 3.73% 3.66% 3.33%7 Noninterest income to assets 0.93% 0.82% 0.54%8 Noninterest expense to assets 3.10% 2.91% 2.22%9 Loan and lease loss provision to assets 0.14% 0.04% 0.07%10 Net operating income to assets 1.14% 1.02% 1.17%11 Return on assets (ROA) 1.14% 1.01% 1.21%12 Pretax return on assets 1.19% 1.21% 1.38%13 Return on equity (ROE) 13.41% 10.12% 11.85%14 Retained earnings to average equity (YTD only) 1.71% 1.62% 5.54%15 Net charge-offs to loans -0.13% 0.08% 0.06%

www.fdic.gov

1 2 3

Cornhusker Bank


Quarterly, Ending Mar 2013Charter Name Street City State ZipCode Region

67664 COMMUNITY AMERICA P.O. Box 15950 KANSAS CITY MO 66285 4

Line Item Mar-2012 Jun-2012 Sep-2012 Dec-2012 Mar-2013 PeerAvg.

CAPITAL ADEQUACYNet Worth/Total Assets 11.51 11.69 12.09 11.97 12.08 N/ANet Worth/Total Assets--Including Optional Total Assets Election (if used) 11.51 11.69 12.09 11.97 12.08 N/ATotal Delinquent Loans / Net Worth \3 5.82 6.64 6.78 6.74 3.57 N/ASolvency Evaluation (Estimated) 115.48 115.75 116.13 115.86 115.56 N/A

5.76 5.84 7.14 8.41 8.01 N/A

ASSET QUALITYDelinquent Loans / Total Loans \3 1.15 1.33 1.38 1.34 0.74 N/A*Net Charge-Offs / Average Loans 1.03 1.16 1.10 1.09 2.10 N/AFair (Market) HTM Invest Value/Book Value HTM Invest. 0.00 0.00 0.00 0.00 0.00 N/AAccum Unreal G/L On AFS/Cost Of AFS 0.71 0.60 0.63 0.69 0.81 N/ADelinquent Loans / Assets \3 0.67 0.78 0.82 0.81 0.43 N/A

EARNINGS*Return On Average Assets 1.34 1.04 0.84 0.55 1.32 N/A*Return On Average Assets Excluding Stabilization Income/Expense & NCUSIFPremium \2 1.34 1.11 0.93 0.62 1.35 N/A

*Gross Income/Average Assets 7.01 7.01 7.32 7.48 7.81 N/A*Yield on Average Loans 5.68 5.68 5.69 5.71 5.61 N/A*Yield on Average Investments 1.35 1.10 1.17 1.15 1.00 N/A*Fee & Other Op.Income / Avg. Assets 3.14 3.22 3.48 3.63 4.14 N/A*Cost of Funds / Avg. Assets 0.98 0.95 0.94 1.18 0.68 N/A*Net Margin / Avg. Assets 6.04 6.05 6.38 6.30 7.13 N/A*Operating Exp./ Avg. Assets 4.21 4.36 4.64 4.84 5.08 N/A*Provision For Loan & Lease Losses / Average Assets 0.48 0.67 0.88 0.87 0.75 N/A*Net Interest Margin/Avg. Assets 2.89 2.84 2.90 2.67 3.00 N/AOperating Exp./Gross Income 60.07 62.16 63.40 64.67 65.04 N/AFixed Assets & Foreclosed & Repossessed Assets / Total Assets \1 2.39 2.33 2.37 2.30 2.30 N/A*Net Operating Exp. /Avg. Assets 3.40 3.52 3.77 3.96 4.35 N/A

ASSET / LIABILITY MANAGEMENT

National Credit Union AdministrationFinancial Performance Report - Ratio Analysis

e que t oa s / ssets 3 0.67

EARNINGS*Return On Average Assets 1.34*Return On Average Assets Excluding Stabilization Income/Expense & NCUSIFPremium \2 1.34

*Gross Income/Average Assets 7.01*Yield on Average Loans 5.68*Yield on Average Investments 1.35*Fee & Other Op.Income / Avg. Assets 3.14*Cost of Funds / Avg. Assets 0.98*Net Margin / Avg. Assets 6.04*Operating Exp./ Avg. Assets 4.21*Provision For Loan & Lease Losses / Average Assets 0.48*Net Interest Margin/Avg. Assets 2.89Operating Exp./Gross Income 60.07

ncua.gov

ROA

Loan Yield

Interest Costs

ncua.gov


866.296.3743 [email protected]

- Financial performance - Deposit market share - Mortgage market share - Deposit rates by region - Industry trends - Demographic data - Enforcement actions


Evaluate Your Competitors

1.  Review brochures 2.  Analyze advertising 3.  Mystery customer visits 4.  Telephone inquiries 5.  Market research 6.  Talk to customers 7.  Open an account 8.  Review website


Without promotion, something terrible happens…nothing!

- PT Barnum


3 columns

11”

11

X 3

33 column inches


Free Checking

75%

Home Equity Loans 20%

Money Market

5% Date

Institution

Subject

Column inches


New Competitors   Loans   Savings   Payments


Social Media￭  Twitter ￭  Facebook ￭  LinkedIn ￭  YouTube ￭  Pinterest


Pin It

￭  3rd most popular social networking site ￭  81% of U.S. women trust Pinterest for

information and advice ￭  Compared to the average American,

mothers are 61% more likely to visit Pinterest

￭  Generates over 400% more revenue per click than Twitter   27% more than Facebook

Wishpond


gitomer.com


Banks using Facebook as a social media is commerce intruding on friends and family.

- Community Bank Marketing Director


The Value of a Like

Source: Harvard Business Review

www.valueofalike.com


Product Comparisons

Regular Checking

Description Bank Name Bank Name Bank Name Bank Name Bank Name Account Requirements to Avoid Fees or Service Charge

Monthly Fee

Minimum Balance

Average Balance

Interest Paid

Interest Rate Tiers

Number of Free Transactions

Transaction Charges - Checks, POS, ATMs

ATM/Debit Card - Issue Fee - Annual Fee

E-Statement

Paper Statement

Online Banking

Online Bill Pay

Mobile Banking App

Mobile Deposit

Mobile P2P Payments

Other Features


Strengths Weaknesses

Opportuni�es Threats


Customer Information

￭  Product utilization ￭  Household composition ￭  Account statistics ￭  Relationship depth ￭  Product propensity ￭  Demographics ￭  Profitability

Core CIF MCIF CRM


Segments and CUSTOMER PROFILE

SELECTED SERVICE ______________________________________________________

Household Financial Relationships

Household Service Ratio __________ Accounts Per Household __________

Average Household Deposit Balance ..................................... $__________________

Average Household Loan Balance.......................................... $__________________

Number of Deposit Services Present in Household ................ __________

Number of Loans Services Present in Household .................. __________

Number of Other Services Present in Household ................... __________

Percent of Total Households With Selected Service

_______% Checking_______% Instalment Loan

_______% Savings_______% Mortgage Loan

_______% CD_______% Commercial Loan

_______% IRA_______% Safe Deposit Box

_______% Overdraft Line of Credit _______% Credit Card

_______% ATM/VISA Debit Card


Marital Status

_______% Married

_______% Single

_______% Divorced

Length of Residence

_______% Less Than 5 Years

_______% 5-10 Years

_______% 10-20 Years

_______% Over 20 Years

_______% Homeowner

Age of Head of Household

_______% Under 30

_______% 30-44

_______% 45-59

_______% 60 and Over

Household Income

_______% Under $25,000

_______% $25,000-$50,000

_______% $50,000-$75,000

_______% $75,000 and Over

Average Demographic Profile

Primary Zip Codes

Ex: 20% 68507

_______% _______

_______% _______

_______% _______

_______% _______

_______% _______

_______% _______

_______% _______

_______% _______

_______% _______

_______% _______

Date Date Date Date Date

Total HouseholdsNew HouseholdsTotal Deposit HouseholdsHousehold Service RatioAccounts per HouseholdAverage HH Deposit BalanceWeighted Average Rate - DepositsTotal Loan HouseholdsAverage HH Loan BalanceWeighted Average Rate - LoansInterest Spread0.00% 0.00% 0.00% 0.00% 0.00%

SERVICE POSSESSIONNUMBER OF HH WITH SERVICECheckingSavingsCDIRAConsumer LoanMortgage LoanAg LoanCommercial LoanSafe DepositDebit CardInvestmentsPERCENT OF HH WITH SERVICECommercial LoanMortgage LoanAg Loan

IRAInvestmentsConsumer LoanDebit CardSafe DepositCDSavingsChecking


Businesses   Number by category   Number of employees   Annual sales

Employment Housing

  New construction –  Residential –  Commercial

  Annual sales

Population Trends Households

  Number   Composition

Service Resources   Healthcare   Government   Education


First SecurityB&TCUS Branches:

US Branches:Current

US Branches:Current

US Branches:Current

Swaledale

April 7, 2016© 2016 SNL Financial LC. All rights reserved.


Base2010

Current2017

Projected2022

% Change2010 - 2017

% Change2017 - 2022

Total Population (actual) 285,407 312,687 330,757 9.56 5.78

0-14 Age Group (%) 19.55 19.61 19.44 9.91 4.86

15-34 Age Group (%) 33.62 32.17 30.70 4.83 0.94

35-54 Age Group (%) 24.98 23.71 24.16 3.99 7.78

55-69 Age Group (%) 14.18 16.01 15.83 23.70 4.57

70+ Age Group (%) 7.67 8.49 9.87 21.38 22.94

Median Age (actual) 32.9 33.8 34.9 2.74 3.25

Female Population (actual) 142,359 156,177 165,245 9.71 5.81

Male Population (actual) 143,048 156,510 165,512 9.41 5.75

Population Density (#/ sq miles) 340.81 373.39 394.96 9.56 5.78

Diversity Index (actual) NA NA NA NA NA

Black (%) 3.48 3.86 4.14 21.58 13.52

Asian (%) 3.49 4.29 4.88 34.59 20.34

White (%) 87.11 85.02 83.47 6.93 3.85

Hispanic (%) 5.85 7.08 7.99 32.64 19.42

Pacific Islander (%) 0.05 0.10 0.13 105.33 41.88

American Indian/Alaska Native (%) 0.75 0.77 0.79 13.18 8.34

Multiple races (%) 2.76 3.14 3.42 24.44 15.18

Other (%) 2.36 2.83 3.17 31.26 18.73

Total Households (actual) 113,373 124,283 131,905 9.62 6.13

< $25K Households (%) NA 20.95 19.63 NA (0.51)

$25-49K Households (%) NA 25.50 24.56 NA 2.21

$50-99K Households (%) NA 30.76 30.50 NA 5.23

$100-$199K Households (%) NA 18.77 20.36 NA 15.15

$200K+ Households (%) NA 4.03 4.95 NA 30.40

Average Household Income ($) NA 72,808 77,615 NA 6.60

Median Household Income ($) NA 54,795 58,036 NA 5.91

Per Capita Income ($) NA 30,422 32,448 NA 6.66

Total Owner Occupied Housing Units (actual) 69,309 76,737 81,734 10.72 6.51

Renter Occupied Housing Units (actual) 44,064 47,546 50,171 7.90 5.52

Vacant Occupied Housing Units (actual) 7,502 7,674 7,834 2.29 2.08

Source: Nielsen

Market Profile

SNL


Investigate trends and statistics that help support your planning decisions. If you want to grow home equity loans you need to understand your housing and home ownership trends.


Demographic and Industry Data

￭  SNL ￭  US Census Bureau ￭  FDIC ￭  Federal Reserve ￭  American Statistics

Index ￭  Chamber of

Commerce ￭  Trade associations

￭  Economic development organizations

￭  Bureau of Labor Statistics

￭  US Department of Commerce

￭  College and university websites

www.gsb.org Educating Professionals, Creating Leaders wwwwww..ccrroossssffiinnaanncciiaall..ccoomm LLiinnccoollnn,, NNEE


www.metlife.com Mature Market Institute


0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Under 25

25-34 35-44 45-49 50-54 55-59 60-64 65-69 70 and Over

Source: USDA

Are you creating services for female landowners over 70 years of age?

Ag Land Ownership


28%

27%

25%

25%

18%

10%

6%

0% 10% 20% 30%

Convenient branch locations

Low fees

Product features

Institution's reputation

Convenient ATMs

Promotion

Exisitng realtionship

Reasons consumers cited as factors when choosing a new checking account.


79%

66%

60%

59%

38%

30%

20%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Debit Card User

ACH Debit

Direct Deposit

Online Deposit

eStatement

Bill Pay Users

Mobile Banking

Product usage among consumers with core banking relationships

Haberfeld


Boomerang Generation – 25 to 34

18-34 YO Living with Parents


SomewhatunlikelySomewhat

likely

Very unlikely

Verylikely

78.5%

10.5%5.5%5.5% Sou

rce:

Sel

ls A

genc

y ©

Jan

uary

201

5 T

he F

inan

cial

Bra

nd

How likely consumers saythey are to switch banks?


0

10

20

30

40

50

60

70

80

90

100

Cellphone Computer Smartphone Tablet Computer

2010 2011 2012 2013 2014 2015

Pew Research Center Technology Possession


Universal Bankers May Not Be The Best Solution


Mobile BankingMost common usage

  74% - Check balance or statement   63% - Mobile check deposit   55% - Transfer funds   38% - Pay a bill   32% - Locate an ATM   25% - Manage alerts   25% - Credit card or loan payment

Financial Brand


Mobile BankingActive usage in past 12 months

Age Percent

18 - 29 44% 30 - 44 36% 45 - 59 15%

60+ 6% Financial Brand


Opportunities88% of all customer acquisitions

1.  Getting married or divorced 2.  Buying a house 3.  Having a baby 4.  Getting an inheritance 5.  Starting a business

Insurance Industry


Put research in your budget every year!

Clients Employees Managers

Shareholders Prospects Trade area


New Account Surveys


Why did you close your account?

Why did you choose another institution?

What suggestions would you make?

Closed Account Survey


At the time of account closing, 67% of customers indicated that they were satisfied with the bank.

Source: Gallup


Comment Cards Accuracy  Friendliness  Knowledge  Courtesy  Greeting


Employee Engagement Survey


Corporate Culture

1.16

(0.23)

0.12

-2.0 -1.5 -1.0 -0.5 0.0 0.5 1.0 1.5 2.0

Manager/Officer

Supervisor

Staff


Location Usage

Rated Questions

Demographics

Mail Surveys


Online Surveys


50%

55%

60%

65%

70%

75%

80%

85%

90%

95%

100%

Merger Announcement

Merger Terminated

Computer Conversion Program

Introduction

7 Year Program Timeline

Mystery Shopping


0% 20% 40% 60% 80% 100%

TOTAL SCORE

End with pleasant closing?

Ask if anything else they could help with?

Have a good understanding of product?

Use your name?

Treat you pleasantly?

Ask to open account/apply for product?

Ask questions to clarify needs?

Introduce him/herself?

Establish eye contact?

Greet you pleasantly?

Customer Experiences


Other Research￭  Telephone

  Market research   Top of mind awareness   Projectable results

￭  Focus Groups   Personal interactions   Examine strength of emotions


Customer Data Research￭  Product usage ￭  Household relationships ￭  Average balance statistics ￭  Cross-sell ratios ￭  Demographics

  Age   Home ownership   Presence of children

￭  Profiling and profitability


Market Segmentation

Age

Income

Tenure

Product Usage


Age 54 $50,000

Current Planned

Age 30 $95,000

Growth and Acquisition￭ Non-customers

Clone your customers


Technology has allowed us to dispel the myth that high income people make the best customers.

Bank Marketing Magazine


Cheap Data

Can’t afford to lose

Relationship potential

Quality prospects

5-5-5 List


Banking isn’t banking. Banking is selling. And so is just about everything else.

Harvey Mackay


Staff DevelopmentOpera�ons –

Policies &

Procedures

Product

Know

ledge

Managem

ent

and Coaching

Custom

er

Service Skills

Rela�onship

Building

1 2 3 4 5


Market and Product Focus

  Geography   Market Segments   Service Categories   Product Groups

3


Clarify Corporate Direction

Reten�on Expansion Acquisi�on

1 2 3

Targeted Prospects

Customers


Corporate Focus

Markets

Geography   Woodbury County   Radius markets

Segments   Home owners 35 to 50 with children present   Businesses with less than 30 employees


Corporate Focus

Products

Business checking

E-Statements

Home loans Equity loans


Describe your bank’s focus?

Market/Segments

Products/Services


￭  Leading financial institution ￭  Best customer service ￭  Community bank of choice ￭  Leader in technology ￭  Preferred business lender

  Manufacturers with less than 25 employees and annual sales under $10 million


MarketingObjectives and Goals

  Desired Outcomes   Direction   Measurable Results

4


Vision And Mission

Clear Objectives

Measurable Goals

Strategies and Action Steps

￭  Vision and Mission ￭  Objectives

  Desires   Direction

￭  Goals   Achievable   Measurable   Credible

￭  Strategies   Actionable   Understandable   Controllable


A team without goals is just another ineffective committee.


Of all the things I’ve done, the most vital is coordinating the talents of those who work for us and pointing them toward a certain goal.

Walt Disney


Objectives and Goals

Objectives Goals

Subjective content Specific

General direction Measurable Longer view of opportunities Achievable

Credible

Desired success


Objective Goal Direction Measureable Performance

Create a market reputation that ABC Bank is the best source for retirement planning and financial solutions.

Increase the number of annual household investment and retirement reviews to 1,600.

Example

761 825 952 970 1,036 1,178 1,256

0

500

1,000

1,500

2009 2010 2011 2012 2013 2014 2015

Series 1


Create context for realistic performance expectations.

Return on Assets


Hints for Better Goals

￭  Study historical data ￭  Evaluate competitive environment ￭  Determine market potential ￭  Utilize forms to provide structure ￭  Focus on controllable activities


Company Goals

￭  ROA ￭  ROE ￭  Efficiency ratio ￭  Asset growth ￭  Loan growth ￭  Deposit growth ￭  Fee income

￭  Non-interest income ￭  Net interest

margin ￭  Capital ratio ￭  Accounts per

customer ￭  Market share


Marketing Goals

￭  Customer retention ￭  Service quality ￭  Net promoter scores ￭  Satisfaction scores ￭  Relationship ratios ￭  Product penetration ￭  Brand awareness

￭  Channel utilization ￭  Active service usage ￭  Transaction volumes

  Web inquiries   Online applications   New accounts

Relationship profitability


Possible MeasurementsQuality

Relationships and Customer

Experiences Accuracy and

Errors

Customer Service

Sales

Referrals Customer Satisfaction

Share of Wallet

Market Awareness

Market Penetration

New Households

Lost Households


Pictures of Goals

127%

131%

112%

86%

74%

154%

96%

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

Online Bill Paying

Debit Cards

Checking and Savings

Consumer Loans

Money Market Accounts

Investment Sales

Credit Life Penetration


Strategies and Action Plans

  Core Initiatives   Specific Activities   Leadership and Deadlines

5


List one thing you are doing to…

￭  Retain Baby Boomer relationships

￭  Grow small business loans

￭  Increase non-interest income

￭  Enhance employee engagement

￭  Generate brand awareness

￭  Attract younger customers


Strategies

Effective Strategies

1.  Essential activities 2.  Prioritized implementation 3.  Clear accountabilities

Objectives and Goals

Markets and Products


Strategies What would you do?

GOAL – Increase sales to 135 per month.

Average new checking account sales of 112 per month.

Match Goals and Strategies

1.  Letters to customers without checking. 2.  Direct mail to radius market. 3.  Staff referral training. 4.  Cross-selling during loan closings.


Action Plan Mapping￭  Structure to match goals and action plans

  Worksheets to manage action plans –  Priorities, deadlines and leadership

  Management approval   Document decisions   Structure for implementation and control


Outline Your Action Plans


Strategy Promote retirement planning services to all retail households with over $25,000 in total deposits at ABC Bank.

Action Plans Develop and distribute a direct mail postcard to introduce all targeted households to ABC Bank's retirement planning services. Design and implement a customer contact program to reach all targeted households by telephone after receipt of the introduction postcard. Design and conduct a retirement planning information seminar for all households in the targeted customer group.

Things To Do


Outline Your Action Plans

What Who When


Budget and Plan Summary

  Resource Allocations   Financial Commitments   Promotion Reviews

6


Promotion Plans

What do you plan to do? How much will it cost?


Put It In Writing And Share ItProject/Activity

Jan F e b Mar Apr May Jun Jul Aug S e p t Oct Nov Dec

2000

New Web Site Promotion

Customer Newsletter

Checking account statement stuffer

Lobby signs

Internet Banking Introduction

Lobby signage

Checking account statement stuffer

Direct mail

Newsletter

Newspaper

Radio

Drive-in flyers

Registration premiums

Employee and customer testing

Customer training classes

Student Loans

Develop new product package for students

Journal advertising

College Fair at Convention Center and high schools

Consumer Investments

Newspaper

Newspaper tabloid

Statement stuffers

Home Equity Loans

Direct mail

Statement stuffer

Newspaper

Radio

Television


Media Mix￭  Newspaper ￭  Radio ￭  Television ￭  Billboard ￭  Magazine ￭  Statement stuffer ￭  Annual report ￭  Website ￭  Newsletter ￭  Direct mail ￭  Point-of-sale ￭  Telemarketing

￭  Electronic signs ￭  Exterior banners ￭  Door hangers ￭  Newspaper insert ￭  Press release ￭  Public events ￭  Public transportation ￭  Donations ￭  Corporate apparel ￭  Employees ￭  Social media ￭  Email


Developing Your Plan

Start big and narrow your scope.

Focus is good.


Managing Your Plan

1.  Evaluate your circumstances 2.  Affirm your vision 3.  Define your focus market and products 4.  Set marketing objectives and goals 5.  Prepare strategies 6.  Develop action plans 7.  Create responsibilities 8.  Proactively manage the plan

 Monthly preferred, quarterly minimum


We have no shortage of great ideas, it’s implementation that usually limits success.


Create A Quality Marketing Plan

Intersession Project


Graduate School of Banking

Madison, Wisconsin

Intersession Assignment

Developing An Effective Marketing Plan

It's time to apply what you have learned about bank marketing activities. Your

intersession assignment is to develop, document and submit a one-year marketing plan

for your organization, division or department (whatever applies best to your job

responsibilities). Your plan should follow the structure presented in the marketing

planning class. Please use the attached table of contents as a foundation for your

marketing plan. Then adapt your design and content to meet the needs of your

organization, division or department.

Important

Your marketing plan should include all of the sections presented in the attached

table of contents.

Your plan should conclude with the Marketing Investment Summary or Budget. Your

budget should outline the financial commitments that will be required to implement the

activities presented in your plan.

The primary sections of your plan, including your situation analysis, should include the

information needed to support your plan objectives, goals and strategies. If company

performance information and research are not available to support your plan, prioritize

your data requirements and collect the information you believe is required. The quality,

validity and structure of your plan information, not quantity, is paramount to

development of a good plan. There is no minimum or maximum number of pages

required for your plan.

The critical focus is on the quality of your plan and the related support documentation.

Include the information and statistics required to assist with development and

implementation of your plan. Your final project should be structured so that anyone

reading your plan would have a clear understanding of what you plan to do and why it

makes sense for your individual circumstances.

If development of a marketing plan for your entire organization is not practical, because

of your job responsibilities or position, please develop a marketing plan for your division,

department or corporate area.

Example: Business banking area in a large community. If you work for a non-

bank organization, you can apply the marketing plan to your company or feel

free to work with a banking organization where you have a relationship that

would allow you to create a marketing plan for application at their institution.

Be sure to include a full description of the scope of your plan in your

introduction. The introduction is the best place to set the stage for your plan

content and intentions.

Read and follow label directions.

Marketing Plan


Double Space Table of Contents

Include All Sections


Comments

Graduate School of Banking, Madison, Wisconsin Intersession Assignment – Marketing Plan

Student Name _________________________________________________

! Table of Contents

! Introduction, Vision, Mission and Values Bank history and background of the company's organization chart and/or marketing structure

Presentation of your organization's vision statement, mission statement, core values, business philosophy, core

business practices/principles and desired corporate brand

! Situation Analysis Collect and record all of the information the reader needs to understand to validate the recommendations presented in

the marketing plan The information presented in your situation analysis should provide a logical context for your plan's objectives and

proposed strategies Product trends, historical information, trade area data, market share, household statistics, demographics, competitive

analysis, bank service possession, average balances, etc.

! Market Focus Describe the customer segments and/or geographic trade area that identify the target markets that are being pursued

with the resources and activities outlined in your marketing plan

! Product Focus Provide a description of the individual products or groups of products that will be emphasized and promoted as the

marketing plan is implemented

! Marketing Objectives Specific marketing objectives (direction) that guide marketing efforts and outcomes

! Marketing Goals Measurable performance goals that support the planned marketing efforts

Include all goals necessary to determine if the marketing plan and performance are successful

! Sales and Marketing Strategies and Action Plans List the planned marketing strategies that will help the organization achieve your established goals and objectives

Accompany strategies with the action plans (things-to-do list) that will insure the strategy is executed properly

Action plans should include responsibilities and deadlines to insure accountabilities have been established for

completion

! Marketing Budget

GRADE ! Exceptional (96-100) ! Excellent (91-95) ! Superior (86-90) ! Very Good (81-85) ! Good (76-80) ! Acceptable (70-75) ! Needs Improvement (Under 70)

Grading Worksheet


Plan Context

￭ Bank ￭ Division ￭ Region ￭ Department

You Choose ￭ Projects ￭ Products ￭ Markets ￭ Segments


Vision Help each customer retire financially secure. Objective Create a market reputation that ABC Bank is the best source for retirement planning and financial solutions. Goal Increase the number of annual household investment and retirement reviews to 1,500. Strategy Promote retirement planning services to all retail households with over $25,000 in total deposits at ABC Bank. Action Plans 1. Develop and distribute a direct mail postcard to introduce all targeted households to

ABC Bank's retirement planning services. 2. Design and implement a customer contact program to reach all targeted households

by telephone after receipt of the introduction postcard. 3. Design and conduct a retirement planning information seminar for all households in

the targeted customer group.

Focus On Continuity


90% of grade

Where to spend your time…Assess opportunities Trade area evaluations Performance trends Competitor assessments Matching market and product focus Measurable goals Detailed action plans


Project QuestionsTom Hershberger

President/CEO Cross Financial Group

402-441-3131 [email protected]

Follow @crossfin

Forms, Worksheetsand Checklists

Promotion Planner

PROMOTION OVERVIEW

❏ Existing Product ❏ New Product ❏ Community Event/Public Relations Promotion Name Start Date Finish Date Description

GOALS AND OBJECTIVES

TARGET MARKETS AND AUDIENCES

1.

2.

3.

4.

5.

MEDIA USAGE/PROMOTION COMPONENTS

Media Stations/Publications/Locations/Description

Newspaper.........................................________________________________________________ Radio .................................................________________________________________________ Television...........................................________________________________________________ Newsletters ........................................________________________________________________ Personal Letters .................................________________________________________________ Postcards ...........................................________________________________________________ Self Mailers ........................................________________________________________________ Statement Stuffer ...............................________________________________________________ POS Merchandising ...........................________________________________________________ Telemarketing ....................................________________________________________________ Personal Sales Calls ..........................________________________________________________ Seminar..............................................________________________________________________ Publications........................................________________________________________________ Door Hangers.....................................________________________________________________ Web Site ............................................________________________________________________ Statement Message ...........................________________________________________________ Billboards ...........................................________________________________________________ Banners .............................................________________________________________________ Other: _____________________ ......________________________________________________ Other: _____________________.......________________________________________________

PROMOTION BUDGET Promotion Component Estimated Cost ________________________________________________ ______________ ________________________________________________ ______________ ________________________________________________ ______________ ________________________________________________ ______________ ________________________________________________ ______________ ________________________________________________ ______________ ________________________________________________ ______________ ________________________________________________ ______________ ________________________________________________ ______________ ________________________________________________ ______________ ________________________________________________ ______________ TOTAL ______________

IMPLEMENTATION SCHEDULE

Activity Responsibility Deadline

_________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________ _________________________________________ _____________ ____________

PROMOTION RESULTS

Best Customer and Prospect Identification

Employee Name ______________________________________Bank Location ________________________________________Date _______________

5 CUSTOMERS YOU CAN’T AFFORD TO LOSE

1.

2.

3.

4.

5.

5 CUSTOMERS WITH POTENTIAL FOR MORE RELATIONSHIPS

1.

2.

3.

4.

5.

5 PROSPECTS THAT SHOULD BE BANKING AT OUR BANK

1.

2.

3.

4.

5.

Cross Bank and Trust

Marketing Strategy Planner

Group Leader

Group Members

Core Development Strategy/Initiative

Strategy Management Categories

Strategy Priority Ranking

Related Corporate Objectives and Goals

Action Steps

Start Date Deadline Res

pons

ibilit

y

Com

plet

ed

COMPETITOR ASSESSMENT

Competitor Name

Type of Institution

Total Assets

Number of Offices

Number of Employees

Primary Product Focus

ProductsStrengths Weaknesses

What do they do better than we do? What do we do better than they do?

Delivery Systems/OperationsStrengths Weaknesses


© Cross Financial Group, 1999 CFG101

Staff/Expertise/Management/OwnershipStrengths Weaknesses


Sales and Service OpportunitiesWhat can we do in 2003 to acquire relationships from this competitor's customers?

© Cross Financial Group, 1999 CFG101

PRODUCT AND TARGET MARKET ASSESSMENT

RETAIL SEGMENTS

Market Segment Credit Driven Youth Baby Boomers Empty Nest Active Retired Senior Retired

PRIMARY PRODUCTS/SERVICES

CHECKING

• Free Checking n n

• Basic Bank Club n

• Advantage Checking n n n n

• Market Checking n n n

• Super NOW n n n

SAVINGS

• Basic Savings n n n

• Money Market n n n n

• Money Market Plus n n n

INVESTMENTS

• Certificate of Deposit n n n n

• Mutual Fund n n n n

• Annuity n n n

• Retirement Account n n n n

LOANS

• Consumer Loan n n n

• Equity Loan n n n n n

• Student Loan n n

• Home Loan n n n n

• Line of Credit n n n n

OTHER SERVICES

• Personal Trust Services n n n

• PC Banking n n n

• Telephone Bill Paying n n n n

© CROSS FINANCIAL GROUP, Lincoln, Nebraska

PRODUCT PRICING ASSESSMENT

Type of Product

Your Bank Competitor #1 Competitor #2 Competitor #3 Competitor #4

COMPETITOR NAME

Monthly Maintenance Fee

Minimum Balance Requirement

Average Balance Requirement

Interest Paid on Account (Yes or No)

Interest Rate Tiers (Yes or No)

Per Transaction Charges

• Number of Free Transactions

ATM Access (Yes or No)

ATM Transaction Fees

ATM Card Issue/Annual Fee

VISA Debit Card Available

Internet Banking Fees

Bill Paying Service Fees

FREE Checks (Yes or No)

Other Account Features

•

•

•

•

•

•

•

© CROSS FINANCIAL GROUP, Lincoln, Nebraska

Request for Gift or Donation

Name of Organization

Address

City, State, Zip

Telephone Number

Contact Person

Individual or Federal Tax ID Number

Please describe your request…

Does the organization have a current account relationship with the bank? o Yes o No

If yes, what type of account(s)? o Checking o Savings o Money Market o Investments

o Certificate of Deposit o Loan o Trust Services

o Other ________________________________________

Has the bank received this request in the past? o Yes o No

If yes, approximately when was the last time? ____________________________________________

What are the benefits to the individual or organization if this gift or donation is approved?

What are the benefits to the bank if this gift or donation is approved?

What are the benefits to our community if this gift or donation is approved?

Signature Date

Please return your completed application to:

CUSTOMER PROFILE

AGE SEGMENT ______________________________________________________

Household Financial Relationships

Household Service Ratio __________ Accounts Per Household __________

Average Household Deposit Balance ..................................... $__________________

Average Household Loan Balance.......................................... $__________________

Number of Deposit Services Present in Household ................ __________

Number of Loans Services Present in Household .................. __________

Number of Other Services Present in Household ................... __________


_______% Checking _______% Instalment Loan

_______% Savings _______% Mortgage Loan

_______% CD _______% Commercial Loan

_______% IRA _______% Safe Deposit Box

_______% Overdraft Line of Credit _______% Credit Card

_______% ATM/VISA Debit Card


Length of Residence

_______% Less Than 5 Years

_______% 5-10 Years

_______% 10-20 Years

_______% Over 20 Years

_______% Homeowner

Household Income

_______% Under $25,000

_______% $25,000-$50,000

_______% $50,000-$75,000

_______% $75,000 and Over

Marital Status

_______% Married

_______% Single

_______% Divorced

Average Demographic Profile

Primary Zip Codes

Ex: 20% 68507

_______% _______

_______% _______

_______% _______

_______% _______

_______% _______

_______% _______

_______% _______

_______% _______

_______% _______

_______% _______

Vision and Mission Statements

If you intend to create clear, concise and relevant direction for your organization, understanding the difference between a vision statement and a mission statement is an important part of the business planning process. The following information is intended to help your management team develop the most effective statements for your company.

Create Your Vision Statement Qualities of Vision Statements • A focus on the future • A statement of what you want the organization to be • Represents a realistic dream for the organization • Concentrates on the future with an optimistic but realistic perspective • Communicates values • Communicates a possible dream • Expresses a destination • Where you want to go

Value Words for Vision Statements • Financial security • Contribution • Help • Effort • Family • Generosity

• Happiness • Relationships • Productivity • Personal growth • Security • Truth

• Wealth • Peace of mind • Respect • Development of values

Examples Put a man on the moon by the end of the decade. Put a computer on every desk in America. Help each customer retire financially secure. Key Words For Your Vision Statement Develop Your Vision Statement

Create Your Mission Statement

Qualities of Mission Statements • Why an organization exists • How the organization defines the business they are in • Concentrate on the present • Reflection of an organization’s core competencies – basic skills or products provided • Purpose of an organization • Simple statements of purpose • Provides a reason for “being” • Implementation of your vision • Outlines what must happen to realize the vision

Action Words for Mission Statements • Develop • Expand • Create • Illustrate • Do • Educate

• Involve • Apply • Market • Produce • Promote • Fulfill

• Act • Encourage • Evaluate • Support • Change

Examples The mission of ABC Bank is to deliver a superior level of service and to offer a broad range of sound financial products to help our customers meet their financial goals. We are committed to the future growth and development of our customers, our community, our employees and our stockholders. The mission of ABC Bank is to take a leadership role in serving community needs and providing security and satisfaction to customers through a full range of financial services, emphasizing home ownership and financial growth, provided by caring professionals with a desire to return value to customers and shareholders.

As a community leader, ABC Bank will strive to provide customers with quality products and services that support home ownership and financial growth in a caring and professional environment that returns value to shareholders through profitable growth. ABC Bank is a growth-oriented, profitable bank, sensitive to community needs while operating in a safe and sound manner. As a community leader, the mission of ABC Bank is to: • Return value to our customers and shareholders through quality products and profitable growth. • Deliver high quality service through skilled professionals with caring attitudes and a focus on

customer relationships. • Support opportunities for home ownership and the financial growth of the communities we serve. • Remain an independent, locally-owned provider of financial services. The mission of ABC Bank is to provide our valued customers with unmatched service and high quality products to meet their individual financial needs. ABC Bank will continue to support community needs, provide a beneficial and stimulating environment for employees and maintain a reasonable return to stockholders.

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