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TEAMS & ROLESACCOUNT DIRECTOR: Taylor Brown

RESEARCH TEAM: Kali Timmerman, Calli Gutknecht, Jack Jiang

STRATEGIC PLAN: Kali Timmerman, Calli Gutknecht, Bailey Werderich

CREATIVE TEAM: Wyatt Morgan, Whitney Pittard, Brittany Sanchez, Bailey Werderich, Marci Hoxworth, Calli Gutknecht

DIGITAL STRATEGY: Janice Chong, Jaci Isham, Wyatt Morgan

PUBLIC REALTIONS: Sarah Stephens, Marci Hoxworth, Margo Herrera, Sara Chalmers, Taylor Brown

PLANBOOK LAYOUT: Whitney Pittard, Brittany Sanchez

PLANBOOK EDITOR: Kali Timmerman

PRESENTATION: Jaci Isham

ACU AD/PR CAMPAIGNS 2014

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CONSUMERSTORY

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PERSONAL AND LIFELONG RELATIONSHIP

BUSINESS AND PERSONAL AFFAIRS

MOBILE APP

LOW-INTEREST LOANS

GUIDE THROUGH BANKING PROCESS

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PROBLEM

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SWOTANALYSIS

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STRENGTHS

CLOSE-KNIT FEEL WITH CUSTOMERS

CURRENT CUSTOMERS ARE SATISFIED

SMALLER BANK MEANS QUICKER ACCESS TO CAPITAL

FRIENDLY EMPLOYEES

ATTRACTIVE EXTERIOR

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WEAKNESSES

FEW LOCATIONS

LACK OF STRONG BRAND IMAGE

WEBSITE

BRANDING AND ACCESSIBILITY OF THE APP

LACK OF ATMs

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OPPORTUNITIES

BLANK SLATE

COMMUNITY INVOLVEMENT

SOCIAL MEDIA PRESENCE

TARGET MARKET WILL BE EASILYREACHED

BOOMING AREA

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THREATS

MANY OTHER LOCAL BANKS IN THE AREA

LARGER CHAIN BANKS

LOSS OF OLD TARGET AUDIENCE BECAUSEOF FOCUS ON NEW TARGET AUDIENCE

MANY BANKS HAVE THE SAME GOALS REGARDING RELATIONSHIPS WITH CUSTOMERS

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TARGETMARKET

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OBJECTIVES

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INCREASE ONLINE AND MOBILE PRESENCE

MAINTAIN CURRENT CUSTOMER RELATIONSHIPS

CREATE NEW CUSTOMER RELATIONSHIPS

INCREASE OVERALL AWARENESS OF FNB OF NWA

BUILD A BRAND IMAGE FOR FNB OF NWA

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27 YEAR OLDCOMPLETED GRAD SCHOOL

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BRANDOVERVIEW

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BRANDIMAGE

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WEBSITE

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NEW

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NEW

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COMMUNITYINVOLVEMENT

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LOCAL HERO

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LOCAL HERO

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28 YEAR OLDBUYING FIRST HOME

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MOBILEAPP

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OLD

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“Honestly, my most important banking

relationship is with my iPhone. The majority of my

banking interactions aren’t with people. I prefer

technology to people.”

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NEW

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APP AWARENESS

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APP AWARENESS

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FEEDBACK

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SURVEY

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FEEDBACK

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FEEDBACK

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29 YEAR OLD1ST BORN CHILD

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SOCIALMEDIA

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DIGITAL ADS

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DIGITAL ADS

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FACEBOOKUNPAID

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SOCIAL MEDIA

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SOCIAL MEDIA

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TWITTER

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TWITTER

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YOUTUBE

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34 YEAR OLD5 YEAR OLD CHILD

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RESEARCH

Primary Research NWA Residents QuestionnairePrimary Research Entrepreneur/Intrapreneur Questionnaire

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RESEARCH

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“I can go directly to the bank manager and talk to them about what I want, and in return he or she will go directly to the top

management.”

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COMMUNITYINVOLVEMENT

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CONCERT

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FACEBOOK

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PROMOTIONALITEMS

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ADVERTISING

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CITISCAPE

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CELEBRATE

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CITISCAPE

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CELEBRATE

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37 YEAR OLDENTREPRENEUR

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NEWSLETTER

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NEWSLETTER

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LINKEDIN

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NEWSPAPER

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38 YEAR OLD3 KIDS, NEWBORN, TODDLER, INTERMEDIATE

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TELEVISION

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Target:  Adults  25-­‐54KFSM  -­‐  Avg  Spot  Cost

Market Quarter/Year POP EN LN EN  =  5  Rtg LN  =  7RtgFT.  SMITH-­‐FAY-­‐SPRNGDL-­‐RGR 4th  Qtr,  2014 312563 72 113 360.00$         791.00$        

1st  Qtr,  2015 312563 59 96 295.00$         672.00$        2nd  Qtr,  2015 312563 67 102 335.00$         714.00$        3rd  Qtr,  2015 312563 68 111 340.00$         777.00$        4th  Qtr,  2015 312563 76 119 380.00$         833.00$        

2015  avg  cpp 67.50$                 107.00$             337.50$         749.00$        

50  /  50  GRP  split 376 188 18832,806$         12,690$         20,116$        

50/50  $  Split 32,792$         16,396$         16,396$        GRPs 396.14             242.90             153.23            

Cpp

EN(=(3.5(Rtg LN(=(3(Rtg EN(=(1.5(Rtg LN(=2.2Rtg252.00$(((((((( 339.00$(((( 108.00$(((((( 248.60$((((206.50$(((((((( 288.00$(((( 88.50$(((((((( 211.20$((((234.50$(((((((( 306.00$(((( 100.50$(((((( 224.40$((((238.00$(((((((( 333.00$(((( 102.00$(((((( 244.20$((((266.00$(((((((( 357.00$(((( 114.00$(((((( 261.80$((((

236.25$(((((((( 321.00$(((((( 101.25$(((((((( 235.40$((((((

KHBS(0(Avg(Spot(Cost KNWA(0(Avg(Spot(Cost

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Bank in your backyard.

TV SPOT

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REWARDSPROGRAM

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40 YEAR OLDBUILDING HOME

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BROCHURE

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INFOGRAPHIC

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CUSTOMER OF THE MONTH

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CHRISTMASPARADE

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47 YEAR OLDFIRST KID IN COLLEGE

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BLOG

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BLOGGING

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COMMUNITYINVOLVEMENT

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FESTIVAL

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MEDIA

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BUDGET

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PUBLIC RELATIONS

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GRAND OPENING

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FACEBOOK

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TWITTER

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EMPLOYEEOF THE MONTH

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EMPLOYEEINVOLVEMENT

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SERVICE HALF DAY

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BOWLING

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OBJECTIVESRESTATED

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INCREASE ONLINE AND MOBILE PRESENCE

MAINTAIN CURRENT CUSTOMER RELATIONSHIPS

CREATE NEW CUSTOMER RELATIONSHIPS

INCREASE OVERALL AWARENESS OF FNB OF NWA

BUILD A BRAND IMAGE FOR FNB OF NWA

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CAMPAIGNLAUNCH

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CAMPAIGNLAUNCH

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CAMPAIGNLAUNCH

Bank in your backyard.

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CAMPAIGNLAUNCH

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CAMPAIGNLAUNCH

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CAMPAIGNLAUNCH

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CAMPAIGNLAUNCH

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CAMPAIGNLAUNCH

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CAMPAIGNLAUNCH

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CALENDAR

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CALENDAR

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BUDGET

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BUDGET

Creative Includes:-2 TV spots-Website-App-Magazine- 2-Newspaper- 2-Digital Ads

PR Includes:-Program Management-Social Media Management-Video-Events-Giveaways

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MEASURE

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GOOGLE ANALYTICS

SOCIAL MEDIA PLATFORM INTERNAL ANALYSIS

WEBSITE VISIT MEASUREMENT

“BOUNCE RATE” OF WEBSITE

ANALYZE CUSTOMER POPULATION OLD VS. NEW

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POPULARITY OF HASHTAG

MEASURE CHANGE IN MARKET SHARE

SUCCESS OF NEW LOCATIONS

SUCCESS OF COMMUNITY EVENTS

SURVEYS

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THANK YOU!

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QUESTIONS