Consumers have strong expectations based on experience from interactions with other financial services companies as well as outside our industry. Delivering value with a frictionless interface is a must. Learn to Marketing Thoughtfully and Effectively in a Pandemic with tips on: • Planning and decision-making in a large financial enterprise • Local marketing tactics and best practices • Technical SEO and schemas and the business impact • Foundational strategies for digital marketing nationally • Customer engagement and retention programs • Financial services benchmarks for schemas, speed, and site performance

1. Financial Services and
Bank Marketing in a
Pandemic with
US Bank and Wells Fargo
MilestoneInternet.com | +1 408-200-2211 | @MilestoneMktg

2. Confidentialwww.milestoneinternet.com | 1-408-200-2211
YOUR SPEAKERS
2
Erik Newton
VP of Marketing
Milestone
Brenda Arndt
VP of Content and Search
US Bank
Brian Winn
SVP of Digital Card Acquisition
Well Fargo

3. Confidentialwww.milestoneinternet.com | 1-408-200-2211
• New Milestone POV on Omnichannel
• Wells Fargo’s Omnichannel strategy
• Personas, profiles, customer
journey
• US Bank pivots marketing around
COVID
• Community and employees first
• Empathetic branding message
• New Milestone research
TODAY'SAGENDA

4. You Used to Just Have a Home Page

5. Then You Added Social Home Pages

6. Then You Added More Social Home
Pages

7. Google Makes a Knowledge Graph of Your
Digital Assets

8. GOOGLE IS THE HOME PAGE OF ALL YOUR HOME PAGES
Knowledge Panel
Paid
Site Links
Local 3-Pack
Twitter
Facebook
YouTube
GoogleApp
Wikipedia
AppleApp
M-Site
Product Site
More Twitter

9. Help Google Help
You
1. Define entities
2. Be authoritative
3. Be popular

10. Digital
content
represents
your
entities at
all home
pages

11. Confidentialwww.milestoneinternet.com | 1-408-200-2211
ORIGINAL
CONTENT
BLOG POSTS
VIDEO
INFOGRAPHIC
SOCIAL CONTENT
EMAIL CONTENT
remix reshare repost
FACEBOOK
LINKEDIN
TWITTER
YOUTUBE
(video)
LINKEDIN
(article)
MEDIUM
(blog)
SLIDESHARE
(slides/pdf)
REDDIT
INSTAGRAM
(pictures, memes, infographics video)
EMAIL
SNAPCHAT
(video)
COMMUNITIES
FORUMS
QUORA
PINTEREST
(images, infographics)
INFLUENCERS CONTENT
INFLUENCER OUTREACH
INFLUENCER ENDORSEMENTS AND AMPLIFICATION
Omnichannel Distribution to Win at SEO, Reach, and Experience

12. Confidentialwww.milestoneinternet.com | 1-408-200-2211 Confidential
CMS
Schemas
AMP
FAQ Manager &Voice Search
Local &
Reviews
Insights
Analytics
Milestone PresenceCloud
Design & UI
Content
Marketing
SEO
PaidMedia
Local
Analytics &BI
OmnichannelServices
Wehelpyouorganizeand amplify yourdigital information to reach therightaudience
MilestoneInternet.com | +1 408-200-2211
Hospitality |Restaurants | Retail |Finance | Automotive | Healthcare |Technology
ABOUTMILESTONE

13. Audit process
Brian Winn
SVP Digital Card Acquisition
Wells Fargo

14. Delivering Exceptional
Omnichannel Digital Marketing
Campaigns
Spoiler alert: “It starts and ends with the customer”

15. 1515
Marketing Strategy: Connectedness Is Essential
Consumer
Define your segment
Research wants &
needs of the target
audience develop
personas
Know your
competition
Mine what
competitors are doing
across all digital
channels
Develop tactical
marketing plan
Build value prop, visual
identity & key message
Determine channels
Build Implementation
Plan
Stand out in the
marketplace
Go big or stay home
Measure & optimize
Measure against key
KPIs
Always on iterative
growth approach
based on data &
insights
State your goals
Articulate what you
want to achieve
Define core area you
want to own “stake
your territory”

16. 1616
Focus onYourTarget Audience
Determine your design target for offer differentiation, message relevance and channel
preference…
Evaluate Scale Wants & Needs RefineAttributes
• Large enough population with
financial service needs, wants
and expectations that can be
profitability met
• Characterized by demographic
& psychographic data
• Has attributes relevant for
targeting that can evolve over
time that will enable growth &
engagement
• Interest profiles that provides
deep insights into segment
behaviors
• Inclusive of defining consumer
challenges, which helps with
determining the product value
proposition and core message
& experience by digital
channel
• Is my brand fit for the segment
• Develop personas for each
segment type
• Continually refine audience
attributes to optimize product
value & core message
relevance
• Drive growth by moving from
a “sales” mentality to
engagement with authenticity
& empathy

17. 1717
Example Persona: Oliva Johnson
On her way home from work, Olivia’s
commuter train was delayed. Her
mind wandered to an upcoming
vacation she was hoping to plan.
Olivia’s Journey
Customer Persona:
Olivia Johnson
37-year-old working
mother with 2 small
children
Profession:
IT Analyst
Location:
Princeton, New Jersey
Yearly Travel Profile:
• 2 family vacations
• 4 work-related trips
• Occ. friends’ weekends
Banking Products:
• Checking account
• Debit card
• Home mortgage
“
“A trip to the
Bahamas is really
going to put a dent in my budget.
Using points to pay for part of the
trip would certainly make it more
affordable! I wonder what
new rewards credit
cards are out there.

18. 1818
Olivia visits The Points Guy website to
see what rewards cards are
recommended. While on the site, she
clicks on an article about the Wells
Fargo Propel American Express® Card.
The Learning Journey Often Begins on 3rd Party Sites
Olivia clicks on the card
link and lands on the
mobile marketing page
where she is able to learn
more about the card’s
features. The train rolls to a stop at Olivia’s
street. She makes a mental note
to look at the credit card later.
She gives her family a quick call to
let them know she’s almost home.

19. 1919
Next week, Olivia goes to www.wellsfargo.com to look at her checking account
balance, but first remembers that she was interested in the Propel card. She
navigates to the Propel credit card page to continue her research.
Marketing/Capabilities:
Ease of site layout, DMP assembled audience, personalization
capabilities served up enhanced offer of 50k points. We were
able to determine that a richer offer was appropriate based
on data showing that Oliva has a high consumer value score
and met the criteria for best offer
Connecting All DigitalTouchpoints & Leveraging Martech
to Drive Conversion
““Wow! The new
cardmember offer is now 50,000
bonus points! This offer is
too good to pass up!”
Olivia clicks on the Next Step:
Apply button and begins the
application process.
“

20. 2020
Olivia applies for the Wells Fargo
Propel American Express® Card
and is approved!
Engagement Starts at New Account Opening “sales cycle
completed”
Olivia is directed to the Go Far Rewards
page to see how she can earn and redeem
points with her new Propel card.

21. A through-the-line media strategy designed to create intent to apply and drive
conversions within your design target is core to an effective & efficient marketing
program…
21
3600
Marketing Approach
Awareness
Intent/Consideration
Conversion
Example Media Platforms
 Paid Social
 AddressableTV
 Programmatic Display
 Digital OHH & Radio
 Bloggers
 Influencers
 Paid Search
 Organic Search
 Aggregators
 Email
 BrandWebsite
Note:
Optimize media
budget & mix based
on campaign
performance…

22. 2222
Standing Out Against the Competition
Consumers have strong expectations based on experience from interactions with
other financial services companies as well as outside our industry. Delivering value
with a frictionless interface is a must…
Rich value
Deliver deep value that meets
consumer needs
Omnichannel Presence
Fully harness breadth of marketing
channels
Agility
Ability to quickly collect, analyze and act
on insights to build best in class
experiences and agile campaigns
Technology
Predictive marketing platform that
uses data to deliver relevant, 1:1
communications/marketing
experiences
Key areas of focus What it earns
Superior CX
Seamless interaction with customers at all
touch points, with messages customized for
position in conversion funnel
Optimized Investments
Optimizes resource allocation to most effectively
meet campaign objectives$
$
More Engaged Customers
Deepening the relationship with our customers
across all marketing touchpoints will lead to
higher customer satisfaction and product usage
$

23. 2323
Summary
What it takes to deliver exceptional omnichannel digital marketing
campaigns…
 Define and develop a connected marketing strategy centered around
consumer wants and needs and how you can profitability meet them
 Determine your segment leveraging demographic and psychographic
profile data
 Ensure that you stand out against the competition…Superior customer
experience is table stakes
 Measure & optimize…Agile marketing leads to faster & more insightful
marketing campaigns
 Earn market share and if you are good & lucky you will get more than
expected and turn customers into brand ambassadors

24. Confidentialwww.milestoneinternet.com | 1-408-200-2211
Audit process
Marketing Thoughtfully and
Effectively in a Pandemic

25. Confidentialwww.milestoneinternet.com | 1-408-200-2211
U.S. BANK’S INITIAL COVID RESPONSE
Set up command center
Moved as many employees as possible to work from home status in March. Large
emphasis on employee care
Implemented ongoing internal and external communications plans
Focused on programs that offered relief and support for customers
Increased speed to market of DIY banking options

26. Confidentialwww.milestoneinternet.com | 1-408-200-2211
HOW U.S. BANK PIVOTED MARKETING STRATEGY
• Build a COVID-19 hub landing page on usbank.com for standardized
communication to clients
• Paused promotional emails
• Shifted search marketing and social media to communicate changes in
branch status, support of local small business and thanking front-line
employees
• Shifted brand campaign to focus on our CSR efforts. U.S. Bank is donating
$30MM to our communities in need. We developed a new brand campaign that
aligns with our bold action

27. Confidentialwww.milestoneinternet.com | 1-408-200-2211
MARKETING PIVOT CONT.
• Used QR codes on printed materials to
encourage banking from home
• Product Marketing: invested more in
digital channels and platforms as
consumers increased online presence
• Customer communication: Increased
messaging to keep customers informed.
From what we were doing in our
branches, to operation changes, to
alternatives to banking guiding
customers to digital banking.
• Social responsibility response: 3x more
earned media stories created by our
$5MM immediate relief grants deployed
in March

28. Confidentialwww.milestoneinternet.com | 1-408-200-2211
LEARNINGS FOUND DURING COVID WITH AUDIENCE
•Business actions today will
shape corporate reputation for
years to come
•It’s not business as usual, so
don’t communicate as if it is
•Consumers have increased use of
drive thru, mobile app and
online banking
•Digital engagement will sustain
post-COVID

29. Confidentialwww.milestoneinternet.com | 1-408-200-2211
COVID-19 QUICKLY CHANGED HOW PEOPLE THINK ABOUT AND
INTERACT WITH BRANDS
U.S. BANK RAPIDLY ADJUSTED OUR BRAND CAMPAIGN
People on the front lines keep
our country going
U.S. Bank is donating millions to
our communities in need
What people are thinking: How we should respond:
Communities & non-profits
are suffering
The world is in a state of
uncertainty & confusion
Social distancing & quarantine
make every-day life a challenge
We have the tools for you to bank
wherever you are

30. Confidentialwww.milestoneinternet.com | 1-408-200-2211
NEW NORMAL
Key performing strategies and tactics going forward
1. Stay true to our core values and brand
2. Senior executive communication via PR efforts plays
important external and internal roll for the brand in
addressing crisis and will be noticed by consumers
3. Continue brand advertising for long term impact. Brands
that maintain/increase brand advertising in recessions see
increased market share
4. Consumers want to hear what brands are doing to support
their customers and community and appreciate advertising
around this messaging
5. Anticipate continued digital engagement

31. Confidentialwww.milestoneinternet.com | 1-408-200-2211
FINSERV INDUSTRY SITE CRAWL BENCHMARKS
64%of sites have
NO schemas
39average mobile page
speed score
Fastest average speed
score among industries
analyzed. The site speeds
range from 2 to 100. The
slowest took 28 seconds to
load and the fastest just
0.2 seconds and average
was 3.9 seconds.
97%+ of sites are
not using AMP
19% of the sample are using
advanced schema, which is
the highest use among all
industries analyzed and 17%
are using basic schemas.
The error rate of 70% is
also the highest. Error-
free advanced schemas can
raise traffic 20-40%.
Mobile techniques, like
AMP have been shown to
produce 20-40% gains in
traffic.
https://go.milestoneinternet.com/Industry-Benchmark-Report-Financial-Services

32. Confidentialwww.milestoneinternet.com | 1-408-200-2211
NEW MILESTONE RESEARCH ON SCHEMAS AND AMP
https://go.milestoneinternet.com/schema-research-paper https://go.milestoneinternet.com/Accelerated-Mobile-Pages-(AMP)

33. Confidentialwww.milestoneinternet.com | 1-408-200-2211
SIGN UP FOR A FREE PERFORMANCE AUDIT
First 10 attendees* to register will
get a complimentary site audit
• Schemas
• AMP
• Speed
• SEO
• ADA conformance
https://go.milestoneinternet.com/audit
* Available to first 10 to respond, not available to
agencies, consultants, or individuals

34. Confidentialwww.milestoneinternet.com | 1-408-200-2211
• Understand your consumer
• Connect the dots between your channels, content, and
colleagues
• You can manage and enhance your brand even in a crisis
• Crisis will accelerate digital transformation and
progress
• Google is the home page of all your home pages, get it
right with schemas, AMP, speed, experience,
crawlability, and visibility
TAKEAWAYS