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
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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
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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.
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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.
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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
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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
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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
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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
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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?
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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
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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
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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
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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)
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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
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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
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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
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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
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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!
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