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Achievement:
Solving Integrated Marketing Challenges to Bring PNC to Chicago

AMA Chicago
Tuesday April 12th 2011

Matthew Gracie
SVP, Marketing Operations and Integration Executive
PNC Financial Services Group




                                                                  1
Agenda

1.     PNC Acquires National City

2.     The PNC Achievement Story

3.     Achievement: Our Story over the last twelve months

4.     The Chicago Go-To-Market Strategy

5.     Integrated Use of Agencies

6.     Bringing Achievement into the Branch Environment

7.     What we Achieved!

8.     Bringing it all Together


                                                            2
PNC Financial Services - Overview

Headquartered in Pittsburgh PA.                                             Industry Rankings:
Serving customers for over 150 years                                        Deposits      $183B   6th
                                                                            Branches      2,470   5th
Over 50,000 employees                                                       ATMs          6,673   5th



„     Retail Footprint covering nearly 1/3 of the US population
„     One of the largest bank wealth managers
„     Leader in middle market corporate and institutional banking
„     National mortgage capabilities
„     Significant ownership of BlackRock
„     Provider of the innovative, industry-leading Virtual Wallet product

Did you know?
PNC has more newly constructed green buildings (more than 100) certified
by the U.S. Green Building Council than any company on Earth.


                                                                                                        3
PNC Acquires National City

1.     Transaction announced in October 2008

2.     Customer and Market Entry over 4 waves starting November 2009.
       Chicago in Wave 4 ‟ June 2010.

3.     Converted 6 million customers ‟ Retail, Business, Corporate, Mortgage,
       Wealth Management, Cards

4.     Completed 46 million touches across 1,000 + synchronized customer
       communications ‟ mail, email, statements, calling efforts

5.     Converted nearly 1,400 retail branches across 9 states

6.     Achieved $1.8 billion in acquisition related cost savings

7.     PNC now the 6th largest bank in the USA measured by deposits.

                                                                                4
The Achievement Story

„ Our marketing strategy for the launch of PNC in Chicago reinforces our leadership position by
  focusing on PNC’s proof points and emphasizing our brand ideals of Ease, Confidence &
  ACHIEVEMENT

 „ Our approach was designed to build brand
   awareness with speed and deliver precision, focus                            Achievemen
                                                                                     t
   and creativity with strong acquisition, growth and
   retention tactics:
     — Consistent Brand executions
     — Promotions and offers that drive quality
     — Establish leadership in CFO (Cash Flow
                                                                    Ease                          Confidence
         Options) expertise
     — Continue focus in Wealth Management



                                                                                                               5
The Achievement Story

„ Achievement is all about customers, not about us
„ Achievement is different for everyone, and is very personal
„ Achievement is every step along the way, not just the final destination
„ Achievement is real, genuine
„ Achievement is something people are already doing, to be celebrated and facilitated




                                                                                        6
The Achievement Story




   Scalable           Tangible           Visceral           Focused

Relevant to both      Relevant to     The reason why        Refines the
saving $100 for       immediate       we get up in the   company mantra
 an iPod and to       short-term         morning:          into a call to
   investing       needs as well as     customers,            action
 $100MM for a       reaching long-      employees,
new production        term goals       shareholders,
      plant                             community




                                                                        7
Achievement: Our story over the last 12 months

„ Let’s go to the video tape……….




                                                 8
The Chicago Marketing Challenge
                  Marketing Challenges

               Low Brand Awareness

               Limited Customer Advocacy
Customers




               Simultaneous Market and
               Customer Conversion


               Customer Fatigue w/
               Bank Conversions
Competition




               Highly Competitive Market

               New Segments ‟ e.g.: Polish



               Medium Branch Distribution
Employees




               Employee Engagement ‟ Deal Lag

                                                9
The Chicago Go-To-Market Strategy
                  Marketing Challenges

               Low Brand Awareness
                                                      How will our brand resonate
               Limited Customer Advocacy                  with consumers?
Customers




               Simultaneous Market and
                                                     What are the market and media
               Customer Conversion
                                                             opportunities?

               Customer Fatigue w/                      Can we consistently apply
               Bank Conversions
                                                           our GTM model?
Competition




               Highly Competitive Market
                                                       How quickly can we achieve
               New Segments ‟ e.g.: Polish               operational readiness?


               Medium Branch Distribution
Employees




               Employee Engagement ‟ Deal Lag
                                                ……how do we integrate our solution?
                                                                                      10
Our Integrated Solution …..secret!
                                     „   Tried and tested over many
                                         conversions, in diverse markets and
                                         conditions.
                                     „   Codified and well understood.
       PNC Marketing Playbooks
                                     „   Delivery Chain POV ‟ sets
                                         expectations up and down stream.
       Customer Communications       „   Roles clearly defined internal and
         In Branch Experience            vendors.

        Market/Media Analysis        „   Highly connected to governance
                                         structure.
                Research
                                     „   Focused on known outcomes/reliable.
         Competitor Protocols        „   …BUT flexible to each new
          Project Management             opportunity




                                                                               11
The Chicago Go-To-Market Solution
                  Marketing Challenges                                    Integrated Solution

               Low Brand Awareness                                                                     Plan for Ubiquity

               Limited Customer Advocacy                                                Minimize Conversion Disruption
Customers




               Simultaneous Market and                                                    Leverage tested launch model
               Customer Conversion                                                        used in integrations since 2005




                                                PNC Marketing Playbooks
                                                                                       Multi-media approach integrated
               Customer Fatigue w/
                                                                                       with Corporate Communications
               Bank Conversions
                                                                                            and non-paid media activity
Competition




               Highly Competitive Market
                                                                                           Competitor Response Process
               New Segments ‟ e.g.: Polish                                              Multicultural Media & Outreach


                                                                                     In branch Experience ‟ e.g.: Digital
               Medium Branch Distribution
                                                                                     Engage in Launch ‟ Street Teams,
Employees




               Employee Engagement ‟ Deal Lag                                        Community Events, PLUS Training,
                                                                                            Customer Contact Intranet
                                                                                                                    12
The Go-To-Market Playbook

              PNC Customer/Market Conversion Playbook

             Introduce                       Impress & Inspire              Invite

     Create Passive               Create Active              Cause          Instigate
      Awareness                    Awareness              Consideration      Action



                                                           Launch
                                                          Campaign



                                                        In branch                BAU
                                                       Conversion            Campaigns
                      Pre Disposition
  Customer
                          Media
  Welcome




    Pre                                           Conversion/                Post
 Conversion
                                              Market Entry                Conversion
                                                                                         13
The Chicago Go-To-Market Strategy




                                    14
The Chicago Go-To-Market Strategy




                                    15
The Chicago Go-To-Market Execution

„ Included outreach to diverse populations……




                                               16
The Chicago Go-To-Market Execution
Guerilla Marketing Tactics
„ To create multiple consumer touch points and generate top-of-mind awareness
„ Create positive buzz in the community
„ Bring “Achievement” to life

Multiple levels of street team/customer engagement
       „Street team interaction ‟ distribution of PNC-branded premium items
       (ex: lip balm, snack bar, pom-poms at sporting events)
       „Enhanced street team interaction ‟ distribution of high-end premium
       items (movie passes, free coffee)
       „Event team interaction ‟ coordinated at a large market event ‟ ala
       Chicago Cubs ‟ that PNS is sponsoring or affiliated with ‟ (free ice
       skating day, free car wash day, free pedi-cab rides)




                                                                                17
Integrated Use of Agencies

Deutsch
„ PNC’s Agency of Record since 2009
„ Created a single brand platform ‟ maintain a long term brand view
„ Integrated messages across media ‟ offline/online
„ Integrated across lines of business ‟ corporate, retail, wealth
„ Integrated within the company culture ‟ single stakeholder voice
„ Design media plans and expression based on market opportunity value




„ Take the design and brand voice lead from Deutsch and trans-create for cultural and language nuances



                                                                                                         18
Bringing Achievement into the Branches

  All PNC branches received a new merchandising system, which is designed to create a brand-building, selling
  environment


„ Focuses investment on the teller line, where the large
  majority of customer visits occur

„ Enhances visibility for the bank’s most engaging
  marketing materials

„ Utilize multimedia:
        — “Shelf-space” for offerings
        — Targets at segment & local level



                                                                                                                19
Bringing Achievement into the Branches




Product Promotions       Line of Business Reinforcement   Community Messaging   Grow Up Great




 Multi-Lingual           Local Rates                      Corporate Messaging    Syndicated Content
                                                                                 (News, Weather, Sports, Trivia)




Transition Information   Staff Introduction                Green Branch         Service Information


                                                                                                               20
Integrated Solutions Deliver Results….

                                PNC Brand Awareness Growth ‟ New Markets
                                                                                         Market 1 ‟ High Opportunity
                        200%
                                                                                         Market 2 ‟ High Opportunity


                        150%



                        100%
Growth Since Launch




                                                                                         Market 3 ‟ Mature


                        50%                                                              Market 4 ‟ Low Distribution




                               Launch                  +1 Quarter          +2 Quarters
                               Quarter

                                                                                                                       21
Bringing it all together!

My message to you today…..

….Solving Integrated Marketing Challenges is not difficult. It just requires:
            - A deep focus on your brand for all stakeholders
            - Great process ‟ keeps you safe and consistent
            - Understanding and focusing on your desired outcomes
            - Making sure everyone involved is clear on their role


What’s the most valuable thing you can do as a result of hearing this presentation…….?
                                    Document and communicate what you are good at!

                                    Seriously, spend the time to understand how you do
            what you are really good at.

                                      I know it’s a low tech answer…but it works!

                                                                                         22
Achievement:
Solving Integrated Marketing Challenges to Bring PNC to Chicago


Thank You!




                                                                  23

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PNC Integrated Marketing 3.0_CAMA_April12

  • 1. Achievement: Solving Integrated Marketing Challenges to Bring PNC to Chicago AMA Chicago Tuesday April 12th 2011 Matthew Gracie SVP, Marketing Operations and Integration Executive PNC Financial Services Group 1
  • 2. Agenda 1. PNC Acquires National City 2. The PNC Achievement Story 3. Achievement: Our Story over the last twelve months 4. The Chicago Go-To-Market Strategy 5. Integrated Use of Agencies 6. Bringing Achievement into the Branch Environment 7. What we Achieved! 8. Bringing it all Together 2
  • 3. PNC Financial Services - Overview Headquartered in Pittsburgh PA. Industry Rankings: Serving customers for over 150 years Deposits $183B 6th Branches 2,470 5th Over 50,000 employees ATMs 6,673 5th „ Retail Footprint covering nearly 1/3 of the US population „ One of the largest bank wealth managers „ Leader in middle market corporate and institutional banking „ National mortgage capabilities „ Significant ownership of BlackRock „ Provider of the innovative, industry-leading Virtual Wallet product Did you know? PNC has more newly constructed green buildings (more than 100) certified by the U.S. Green Building Council than any company on Earth. 3
  • 4. PNC Acquires National City 1. Transaction announced in October 2008 2. Customer and Market Entry over 4 waves starting November 2009. Chicago in Wave 4 ‟ June 2010. 3. Converted 6 million customers ‟ Retail, Business, Corporate, Mortgage, Wealth Management, Cards 4. Completed 46 million touches across 1,000 + synchronized customer communications ‟ mail, email, statements, calling efforts 5. Converted nearly 1,400 retail branches across 9 states 6. Achieved $1.8 billion in acquisition related cost savings 7. PNC now the 6th largest bank in the USA measured by deposits. 4
  • 5. The Achievement Story „ Our marketing strategy for the launch of PNC in Chicago reinforces our leadership position by focusing on PNC’s proof points and emphasizing our brand ideals of Ease, Confidence & ACHIEVEMENT „ Our approach was designed to build brand awareness with speed and deliver precision, focus Achievemen t and creativity with strong acquisition, growth and retention tactics: — Consistent Brand executions — Promotions and offers that drive quality — Establish leadership in CFO (Cash Flow Ease Confidence Options) expertise — Continue focus in Wealth Management 5
  • 6. The Achievement Story „ Achievement is all about customers, not about us „ Achievement is different for everyone, and is very personal „ Achievement is every step along the way, not just the final destination „ Achievement is real, genuine „ Achievement is something people are already doing, to be celebrated and facilitated 6
  • 7. The Achievement Story Scalable Tangible Visceral Focused Relevant to both Relevant to The reason why Refines the saving $100 for immediate we get up in the company mantra an iPod and to short-term morning: into a call to investing needs as well as customers, action $100MM for a reaching long- employees, new production term goals shareholders, plant community 7
  • 8. Achievement: Our story over the last 12 months „ Let’s go to the video tape………. 8
  • 9. The Chicago Marketing Challenge Marketing Challenges Low Brand Awareness Limited Customer Advocacy Customers Simultaneous Market and Customer Conversion Customer Fatigue w/ Bank Conversions Competition Highly Competitive Market New Segments ‟ e.g.: Polish Medium Branch Distribution Employees Employee Engagement ‟ Deal Lag 9
  • 10. The Chicago Go-To-Market Strategy Marketing Challenges Low Brand Awareness How will our brand resonate Limited Customer Advocacy with consumers? Customers Simultaneous Market and What are the market and media Customer Conversion opportunities? Customer Fatigue w/ Can we consistently apply Bank Conversions our GTM model? Competition Highly Competitive Market How quickly can we achieve New Segments ‟ e.g.: Polish operational readiness? Medium Branch Distribution Employees Employee Engagement ‟ Deal Lag ……how do we integrate our solution? 10
  • 11. Our Integrated Solution …..secret! „ Tried and tested over many conversions, in diverse markets and conditions. „ Codified and well understood. PNC Marketing Playbooks „ Delivery Chain POV ‟ sets expectations up and down stream. Customer Communications „ Roles clearly defined internal and In Branch Experience vendors. Market/Media Analysis „ Highly connected to governance structure. Research „ Focused on known outcomes/reliable. Competitor Protocols „ …BUT flexible to each new Project Management opportunity 11
  • 12. The Chicago Go-To-Market Solution Marketing Challenges Integrated Solution Low Brand Awareness Plan for Ubiquity Limited Customer Advocacy Minimize Conversion Disruption Customers Simultaneous Market and Leverage tested launch model Customer Conversion used in integrations since 2005 PNC Marketing Playbooks Multi-media approach integrated Customer Fatigue w/ with Corporate Communications Bank Conversions and non-paid media activity Competition Highly Competitive Market Competitor Response Process New Segments ‟ e.g.: Polish Multicultural Media & Outreach In branch Experience ‟ e.g.: Digital Medium Branch Distribution Engage in Launch ‟ Street Teams, Employees Employee Engagement ‟ Deal Lag Community Events, PLUS Training, Customer Contact Intranet 12
  • 13. The Go-To-Market Playbook PNC Customer/Market Conversion Playbook Introduce Impress & Inspire Invite Create Passive Create Active Cause Instigate Awareness Awareness Consideration Action Launch Campaign In branch BAU Conversion Campaigns Pre Disposition Customer Media Welcome Pre Conversion/ Post Conversion Market Entry Conversion 13
  • 16. The Chicago Go-To-Market Execution „ Included outreach to diverse populations…… 16
  • 17. The Chicago Go-To-Market Execution Guerilla Marketing Tactics „ To create multiple consumer touch points and generate top-of-mind awareness „ Create positive buzz in the community „ Bring “Achievement” to life Multiple levels of street team/customer engagement „Street team interaction ‟ distribution of PNC-branded premium items (ex: lip balm, snack bar, pom-poms at sporting events) „Enhanced street team interaction ‟ distribution of high-end premium items (movie passes, free coffee) „Event team interaction ‟ coordinated at a large market event ‟ ala Chicago Cubs ‟ that PNS is sponsoring or affiliated with ‟ (free ice skating day, free car wash day, free pedi-cab rides) 17
  • 18. Integrated Use of Agencies Deutsch „ PNC’s Agency of Record since 2009 „ Created a single brand platform ‟ maintain a long term brand view „ Integrated messages across media ‟ offline/online „ Integrated across lines of business ‟ corporate, retail, wealth „ Integrated within the company culture ‟ single stakeholder voice „ Design media plans and expression based on market opportunity value „ Take the design and brand voice lead from Deutsch and trans-create for cultural and language nuances 18
  • 19. Bringing Achievement into the Branches All PNC branches received a new merchandising system, which is designed to create a brand-building, selling environment „ Focuses investment on the teller line, where the large majority of customer visits occur „ Enhances visibility for the bank’s most engaging marketing materials „ Utilize multimedia: — “Shelf-space” for offerings — Targets at segment & local level 19
  • 20. Bringing Achievement into the Branches Product Promotions Line of Business Reinforcement Community Messaging Grow Up Great Multi-Lingual Local Rates Corporate Messaging Syndicated Content (News, Weather, Sports, Trivia) Transition Information Staff Introduction Green Branch Service Information 20
  • 21. Integrated Solutions Deliver Results…. PNC Brand Awareness Growth ‟ New Markets Market 1 ‟ High Opportunity 200% Market 2 ‟ High Opportunity 150% 100% Growth Since Launch Market 3 ‟ Mature 50% Market 4 ‟ Low Distribution Launch +1 Quarter +2 Quarters Quarter 21
  • 22. Bringing it all together! My message to you today….. ….Solving Integrated Marketing Challenges is not difficult. It just requires: - A deep focus on your brand for all stakeholders - Great process ‟ keeps you safe and consistent - Understanding and focusing on your desired outcomes - Making sure everyone involved is clear on their role What’s the most valuable thing you can do as a result of hearing this presentation…….? Document and communicate what you are good at! Seriously, spend the time to understand how you do what you are really good at. I know it’s a low tech answer…but it works! 22
  • 23. Achievement: Solving Integrated Marketing Challenges to Bring PNC to Chicago Thank You! 23