Campaign for Nittany Bank

January – April 2012

IN BANKS WE TRUSTTaylor Havlisch & Emily Pasi

The Problem Lack of trust in the banking industry

Target: State College banks Contributors:

Mortgage crisis Madoff scandal Remaining lack of transparency Grassroots movements (i.e. Occupy)

News Media Analysis Content analysis of national/local news media for

National Penn and Nittany Bank for three month period

Results of media analysis for Nittany Bank/National Penn: 259 articles published 97% came from outside news sources 82% of articles mentioning Nittany Bank or National

Penn had a positive tone 63% had a positive tone toward the banks specifically 58% of articles on finance and earnings

News Media Analysis Results as compared to other

participating State College banks (on average):    93 articles garnered between the 11

participating banks 7 banks received local media coverage 61% of articles written on State College

banks were mostly positive 33% of articles written on State College

banks were on finance and earnings

Social Media Analysis Facebook

“Nittany Bank, Division of National Penn” 87 Likes

“Nittany Bank Nookie Monster” 236 Likes

Only two posts (January to April)

Social Media Analysis Twitter, @Nittany Bank

Profile picture: Ed Conklin Homepage link available Posts are infrequent: Sept., Oct., January

Social Media Analysis Nittany Bank Blog, Networked Blogs

Most recent post, 2 years ago Enrollment in Visa Extras

YouTube No channels Video presence: Nookie Monster Spikes

promo

Social Media Recommendations Facebook

Include friendly employee profile picture More consistent posting Post interactive questions

(i.e. “Fill in the blank: I volunteer in my community by_________.”

Post more photos, especially Nookie Monster

Provide links to homepage and other social media accounts

Social Media Recommendations Twitter

Clarify who maintains account More frequent and consistent tweets Use hashtags Follow local businesses and other groups

with ties Interactive posts (i.e. questions and games)

Social Media Recommendations Blog

Provide link to company homepage More frequent and consistent posts Posts provided by multiple employees Post about current events in industry and

Nittany Bank community involvement

Social Media Recommendations YouTube

Create own YouTube channel Document future events, edit footage into

clips Content can include employee spotlights,

Nookie Monster promos

Pre-Campaign Survey Results:State College Community Members

50% agreed/strongly agreed to trusting the banking industry to do what is right

34% had a quit a lot/great deal 0f confidence in State College banks

32% agreed/strongly agreed they were aware of State College involvement in community service

Pre-Campaign Survey Results:State College Community Members

33% agreed customer service was the most important aspect of a bank

43% agreed using social media would benefit banks

47% felt media negatively affected their perception of the banking industry

Pre-Campaign Survey Results:State College Community Members

43% of respondents who were members of a local bank, agreed customer service was the most important aspect of a bank

Strong positive correlation between “I believe to treat people fairly and justly” and “I trust banks to do what is right”

Pre-Campaign Survey Results:State College Community Members

52% agreed/strongly agreed to trusting local banks more than national banks

Of those community members who agreed social media would benefit banks, 69% said media either positively or negatively affected their perception of banks

Pre-Campaign Survey Results:Penn State Students

73% agreed/strongly agreed they trust banking system to do what is right

40% had quite a lot/a great deal of confidence in State College banks

67% disagreed they were aware community service done by State College banks

Pre-Campaign Survey Results:Penn State Students

30% agreed customer service was the most important aspect of a bank

51% agreed/strongly agreed social media use can benefit banks

Pre-Campaign Survey Results:Penn State Students

For those that agree media positively influences their perception of banks, 81% agreed/strongly agreed social media use is beneficial

Strong positive correlation between “I trust my bank to do what is right” and “My bank is responsive to my customer service needs”

Pre-Campaign Survey Results:Penn State Students

Significant effect of type of primary bank on level of confidence in banks

Respondents who have a national bank as their primary bank have a slightly higher confidence in banks.

Campaign Goals and Objectives Goal: To improve the overall trust of banks in

State College

Objective 1: To be involved in events between February 15 and April 15, 2012 for the banks the class is working with this semester

Objective 2: To obtain positive media coverage about the State College banks by April 15, 2012

Campaign Goals and Objectives Objective 3: To spread the word about

the community efforts of State College banks to at least 10 percent of the student body at Penn State’s University Park campus by April 15, 2012

Objective 4: To increase the State College community’s awareness of the community service efforts of banks in State College by 15 percent

Campaign Goals and Objectives

Objective 5: To increase Penn State students’ awareness of community service efforts of bank in State College by 15 percent

Objective 6: To increase the community members’ level of confidence in State College banks by 15 percent

Objective 7: To increase Penn State students’ level of confidence in State College banks by 15 percent

Event Goals and Objectives Goal: To host a successful semi-annual

Community Shred Event on Saturday, April 28, 2012

Objective 1: To increase attendance at the Community Shred Event by 30 percent more than last year’s event

Objective 2: To enroll ten new customers in the Nittany Bank E-Statement services during the Community Shred Event

Campaign Strategies Plan and execute bank events Media push Campus and local publicity

Campaign Tactics Fact and lollipop distribution

State College banks completed 7,313 hours of community service in 2011.Tweet this fact to @ITrustBanksPSU for a chance to win a $25 Amazon gift

card!

Press release to Centre Daily Times

Sandwich board display

Fact published in HUB publication

Campaign Tactics YouTube video

Social media contest Twitter @ITrustBanksPSU

Event Strategies Secure coverage of event

Inform attendees at event of E-Statement services

Event Tactics Media list Press release Radio news release Community calendar posting

Campaign Evaluation Objective 1: To increase the State College

community’s awareness of the community service efforts of banks in State College by 15 percent Objective was met, 15% increase

Objective 2: To increase the level of confidence among State College community members in State College banks by 15 percent Not met, but still increased by 13%

Campaign Evaluation Objective 3: To increase Penn State

students’ awareness of community service efforts of bank in State College by 15 percent Objective was met, 24% increase

Objective 4: To increase the level of confidence among Penn State students in State College banks by 15 percent Not met, still an increase of 9%

Campaign Evaluation Objective 5: To be involved in events

between February 15 and April 15, 2012 for the 11 banks the class is working with this semester Not met, involved with five

Objective 6: To obtain positive media coverage about the State College banks by April 15, 2012 Not met, not coverage as whole but individually

Campaign Evaluation Objective 7: To spread the word about

the community efforts of State College banks to at least 10 percent of the student body at Penn State’s University Park campus by April 15, 2012 Objective was met, estimated final total of

students reached was 6,344

Campaign Limitations Limited amount of time to implement

Unable to secure HUB table

Did not get full participation of all of the banks a part of the campaign

Event Evaluation Objective 1: To increase attendance at

the Community Shred Event by 30 percent more than last year’s event Objective was met, increased by 400%

Objective 2: To enroll ten new customers in the Nittany Bank E-Statement services during the Community Shred Event Objective was not met

Event Evaluation Secured Coverage:

3WZ (95.3 FM) Centre Daily Times calendar Voices of Central PA calendar Central PA Visitors’ Bureau calendar Centre County Gazette StateCollege.com calendar nittanyliving.net Centre County Gazette calendar WTAJ-TV calendar WJAC-TV calendar WWCP-TV calendar WeAreCentralPA.biz calendar

Event Limitations Need designated individual to document

event

Prepare for overload of shredding truck

Objectives to focus on shred amount and money raised

Stewardship Plan:Campaign

Intermittently run smaller scale campaigns to remind community members/Penn State students of the positive aspects of banks

Emphasize community outreach efforts across the State College community

Provide marketing staff to write annual report

Stewardship Plan:Event

Emailing to available addresses Follow-up “thank you” email to available

addresses Helpful banking tips, document storage

tips Invitations to upcoming community events Nookie Monster appearances and updates

Conclusion Used “In Banks We Trust” slogan to

improve image of State College community banks

Penn State students/State College community members targeted for campaign

Level of trust and confidence measured before and after campaign implementation

Not all objectives met, but data shows overall increase in level of trust among students and community members

Thank you!