BusinessManager Marketing Plan Template

Transcription

1 BusinessManager Marketing Plan Template Date: Bank Name: Key Contact Name: Contact information (phone and ): The intention of the Marketing Plan Template is to help you identify your local market opportunities, messages and deliverables that will help you and your BDM sell BusinessManager. Market Opportunities in Your Area: Are there small-to-mid-size commercial wholesale businesses in these high growth markets in your area? Your current client list is a good place to start. o Healthcare: o Trucking: o Staffing: o Oil & Gas: o Manufacturing: o Wholesale: What keeps them up at night? o Managing cash flow is one of the most stressful parts of running a business. o Any local insights? What are their key concerns / pain points? o A business constrained by cash flow shortages: Experiences obstacles to growth Misses prompt payment discounts from suppliers Needs predictable cash flow Operates inefficiently Wants to offer competitive extended payment terms Has collectible, but slow-paying receivables Spends too much time on financial matters Constrained by cash flow and borrowing limits Deposit customers that are running tight cash flow ask your tellers Current customers that have lines; lines that are not performing but have good credits Any local insights? 1

2 Competition: Local market competitors (factoring companies, other banks, etc.) o o o Nationally, there are no direct competitors with BusinessManager offering all the turnkey services although many small to mid-sized businesses (SMBs) place the solution in the ranks of Factoring before they learn this is a bank loan relationship. Status quo. Many times businesses are comfortable with what they consider more traditional credit lines and loans and are skeptical of accounts receivable financing. o Our opportunity is to educate businesses about the advantages of AR financing (specifically through BusinessManager) vs. other forms of lending What are the Key Messages we want to communicate when marketing to businesses? We,, are your source for all your banking needs, especially borrowing. Sit down with us today for a comprehensive review of how we can become financial partners with you and help you improve and grow your business. Key benefits of BusinessManager to businesses: BusinessManager can accelerate your cash flow to help you take advantage of business growth opportunities. BusinessManager helps give you the community banking relationship you ve been looking for to help your business succeed. Fund your accounts receivable without the intrusion of factoring. Take advantage of discount opportunities due to paying upfront / in cash. Realize better relations with vendors. De-leverage your balance sheet. Peace of mind regarding payroll and accounts payables. State of the art technology delivers key management reports outlining critical information about your receivables and enables you to effectively conduct business on an all-cash basis. More than 30,000 financially healthy, small-to-medium sized businesses across the United States have discovered that the BusinessManager program is the key to running and growing their businesses more effectively We offer a soft landing for customers that don t qualify. We have numerous alternatives that are supported through the relationship with your bank. 2

3 What are some marketing best practices we should implement at our bank? You and your BDM have access to a vast library of marketing tools and templates to prepare you for your local BusinessManager program launch. We recommend starting with an updated industry sector report as well as development of a prospect list identifying specific businesses based on their SIC or NAICS codes in a specific territory. Marketing services that ProfitStars offers to help you identify prospects: Marketing Service Prospecting Lists: The most successful BusinessManager industries and size by sales. These are typically generated for the target market including city, county, and/or radius to nearest branch locations. Interested Yes/No Time Frame Comments/ Notes Bank Prioritized List: Discussion of specific industry targets you are interested in attracting and growing. Share any internal prospect lists we can help you market to. Bank provides a list of current Commercial Customers (borrowers and depositors). Results analyzed to identify potential BusinessManager prospects who are currently Bank Customers. UCC Data/Reverse UCC Searches: The secured party (bank) loans to borrower for collateral that doesn t have a deed or a title. Filings are done at the Secretary of State. Each Secretary of State decides what is released to compliers. Once you ve determined your target audience using the tools above, consider the following tactics to help reach them: 3

4 Print: Tactic Advertising local newspaper, business journals, etc. ProfitStars has templates you can customize on ProfitStarsDirect.com* Interested Yes/No Time Frame Comments / Notes Local publications include Radio ask your BDM for sample copy Direct mail, postcards, statement stuffers Templates are available for customization through ProfitStarsDirect.com* In-branch collateral Trifold brochures and flyer templates are available for customization through ProfitStarsDirect.com* Online: Create website content or utilize the business-facing website, Includes business video testimonials, solution benefits, how BusinessManager works and industry information. Or, use copy from our page on yours. Banner ads on your website, linking to - available on ProfitStarsDirect.com. Or customize ads to run in local online business publications. SEO/SEM - Search engine optimization (SEO) and paid search engine marketing (SEM). See considerations below. Paid Search Engine Marketing - Google adwords and Bing ads - driving traffic to above landing site or your own. 4

5 Social media Add pages on Facebook, LinkedIn and create a Twitter account Blogs show industry leadership and knowledge Networking Resources: Chamber and SBDC events Local charters include Association meetings for targeted industries, if applicable Host Seminars/Lunch & Learns for targeted industries and CPAs Tradeshows/Events: Attend/exhibit at local small business tradeshows to generate interest. Print flyers from ProfitStarsDirect.com to hand out. Host webinars for businesses in your area to learn about BusinessManager. Local events include Ongoing Communications: Be sure Lending Officers are signed up for BusinessManager Funding News and Client Bulletins to spark ideas ask your BDM. *Detailed instructions for utilizing ProfitStarsDirect.com can be found below What is ProfitStarsDirect.com? ProfitStars Direct is the preferred provider of mission-critical marketing materials to help you generate interest in BusinessManager with businesses in your area. Our online library of materials makes it easy to shop, choose, and customize. From collateral to postcards to advertising, all of the work has been done for you. Log on to ProfitStarsDirect.com today. Once you ve registered, we ll customize any marketing piece with your financial institution s name and contact information. Plus, we offer print services at competitive prices. 5

6 We have developed a portfolio of all materials available for customization that can be viewed here. Using ProfitStarsDirect.com: 1. Enter a username and password. If you don t have one, click register. You will receive one within hours. 2. Then, click on Products, then: a. Marketing Creative & Collateral Materials b. Business Services c. Commercial Lending 3. Or, use the search field and type in BusinessManager 4. Browse through collateral and mailers (your BDM has a printed portfolio of all pieces) 5. Choose the item you would like to proof/order 6. Click Create New 7. Fill out all of the customizable areas and information, if applicable 8. PDF proof 9. Approve/complete the order 10. Order confirmation via 11. Shipment confirmation via 12. Online tracking of order There are two types of orders available through the site: Orders may be placed for an electronic file only, which includes no customization. There is no charge for this service. To receive ONLY the high resolution electronic file, and not produce any printed material, please select an order quantity of 1. This will ensure that only the electronic file will be transmitted via to you and you will not be charged for the printing or production of material. If you choose to receive only an electronic copy, the link provided in the confirmation will act as your high resolution print-ready electronic copy to use as you choose (subject to Photo and Graphic disclaimers). Important note: it is not necessary to complete any fields such as custom text area, rate, disclaimer, etc. as the electronic file does not include customization. 6

7 Orders may be placed for printed materials with limited customization. Each printed material order also includes an electronic proof file for your records. There is an hourly rate charged for this service, along with printing costs. Checklist: If you are interested in having print materials produced, please select the appropriate quantity for your order, and a subtotal and total cost will be presented for your approval. Regardless of the quantity, you will receive a non-customized, electronic high resolution print-ready file for your own printing and production use. Complete any fields such as custom text area, rate, logo, disclaimer, etc., that you would like to include for customization. Once they have been customized with your contact information, you will receive an electronic proof from a jhadirect Customer Care representative showing the customization you have chosen. You will need to approve or send needed changes. Expect to receive the printed pieces at your location within 2-3 weeks of approving the proof and confirming your order. You and your BDM have worked together to fill out the above plan. You have worked with your BDM and ProfitStars Marketing Support on: o A local prospecting list o A bank prioritized list o A reverse UCC data list You have a copy of the BusinessManager Marketing Portfolio of Customizable Materials You have registered and familiarized yourself with ProfitStarsDirect.com Search Engine Optimization Considerations for Financial Institutions Identify keywords and phrases that are most important to your Financial Institution (FI). Utilize your identified keywords in title tags, Meta descriptions and in the content of your web pages. Create content that is engaging, educational, and answers questions your target audience is seeking. Host an SEO friendly blog on your website and utilize social media to promote it and your website. Create a mobile friendly website. Utilize PR for establishing natural links back to your website. Visit Google s SEO Starter Guide for more technical detail. 7