W ebinar # 8 : Consum er Marketing that Leads to Effective Custom er - - PowerPoint PPT Presentation

▶
w ebinar 8
SMART_READER_LITE
LIVE PREVIEW

W ebinar # 8 : Consum er Marketing that Leads to Effective Custom er - - PowerPoint PPT Presentation

Jan 19, 2023 794 likes •1.13k views

Consum er Financial Services W ebinar Series W ebinar # 8 : Consum er Marketing that Leads to Effective Custom er Engagem ents November 9, 2016 1: 00 2: 00 PM ET Presenters Beth Lipson Opportunity Finance Network Pearl Wicks

slide-1
SLIDE 1

Consum er Financial Services W ebinar Series

W ebinar # 8 :

Consum er Marketing that Leads to Effective Custom er Engagem ents November 9, 2016 1: 00 – 2: 00 PM ET

slide-2
SLIDE 2

Presenters

  • Beth Lipson

Opportunity Finance Network

  • Pearl Wicks

Hope Credit Union

  • Shannon Austin, Tanya Ladha

Center for Financial Services Innovation

2

slide-3
SLIDE 3

Agenda

  • Consumer Financial Services Webinar

Series

  • Marketing Campaigns and Tactics
  • Raising the Consumer Voice
  • Q&A

3

slide-4
SLIDE 4

For More Information

  • nextaw ards.org
  • W ebinar series to support the theme of

consumer financial services

  • This webinar is being recorded – the recording

and powerpoint will be posted at nextaw ards.org/ w ebinars

  • Webinar series sponsored by Prudential

4

slide-5
SLIDE 5

Oppo r tunity F inanc e Ne two r k We binar

Co nsume r Marke ting that L e ads to E ffe c tive Custo me r E ng ag e me nt No ve mb e r 9, 2016

slide-6
SLIDE 6

Overview

Hope E nte r pr ise Cor por ation

  • No t-fo r Pro fit 501(c ) 3
  • L
  • a n F

und

  • Po lic y I

nstitute

  • Co mmunity De ve lo pme nt

I nte rme dia ry

  • CDF

I & CDE Hope Cr e dit Union

  • F

e de ra lly Cha rte re d, I nsure d CU

  • CDF

I & CDE

  • Me mb e r-o wne d

Prima ry spo nso r

Mission: Strengthen communities, build assets and improve lives in economically distressed areas in the Mid South by providing access to affordable, high-quality financial products and related services.

slide-7
SLIDE 7

HOPE Member Characteristics

52% 23% 25%

Annual Income

<$35,000 $35,000- $50,000 >$50,000 44% 32% 13% 11%

Marital Status

Married Single Separated / Div Widow

slide-8
SLIDE 8

HOPE Member Characteristics

African American 73% White 19% Asian 2% Hispanic 1% Other 5%

Race

Unbanked, 37%

Banked, 63%

Banking Status (Upon Joining HOPE)

slide-9
SLIDE 9

Market Characteristics

¼ of the Nation’s Persistent Poverty Counties and Parishes are in HOPE’s Footprint

slide-10
SLIDE 10

Cre a ting o ppo rtunity whe re it is ne e de d mo st. Arka nsa s L

  • uisia na Mississippi T

e nne sse e AR: 45.7% MS: 45.6 10 20 30 40 50

Percentage living in wireless households

State

So urc e : CDC/ NCHS, Na tio na l He a lth I nte rvie w Surve y, 2007-2012; U.S. Ce nsus Bure a u, Ame ric a n Co mmunity Surve y, 2006- 2011; a nd info USA.c o m c o nsume r da ta b a se , 2007-2012.

AR and MS have the 2nd and 3rd highest percentage

  • f persons in wireless only households
slide-11
SLIDE 11
slide-12
SLIDE 12

Better Banking. Better Lives.

slide-13
SLIDE 13

Ra dio Re mo te Ce ntra l City, Ne w Orle a ns

slide-14
SLIDE 14

Marketing Campaign Update

Total New Members by Month

100 200 300 400 500 600 700 July Aug Se pt Oc t No v De c Ja n F e b Ma r Apr Ma y Jun Jul Aug Se p

T

  • ta l Ne w Me mb e rs b y Mo nth

July 2015 - Se pte mb e r 2016 July 2014 - Se pte mb e r 2015

slide-15
SLIDE 15

Grass Roots Tactics

  • Ongoing outreach and partner

development with:

– Churches – Nonprofits – Small Businesses – Schools – Municipal Government – Colleges and Universities

slide-16
SLIDE 16

Contact Information

Pearl Wicks Pearl.Wicks@hopecu.org (601) 944-4187 www.hope-ec.org www.hopecu.org www.hopepolicy.org

slide-17
SLIDE 17

MEMBERSHIP | CONSULTING | RESEARCH | INNOVATION

Leading the Nation in Consumer Financial Health

Raising the Consumer Voice: Consumer- Centric Marketing

Shannon Austin, Tanya Ladha November 9, 2016

slide-18
SLIDE 18

#FinHealthMatters Day

  • Find the Tribe (the conferences)
  • Speak their language (write to win)
  • Motivate them to engage (extra chances by helping to promote)
  • Goals:
  • To get 10-25 bloggers to write about “financial health” and call it that
  • To get them to amplify their blogs via social media
  • To get a handful of foundations to support
  • To gain highly personal financial health stories content for future use

The first # FinHealthMatters Day was June 29, 2016

18

slide-19
SLIDE 19

#FinHealthMatters Day Success

  • CFSI gained 222 New Twitter Followers
  • 2,005 twitter posts with #FinHealthMatters
  • 943 individuals and organizations tweeted
  • 26 Network Members posted (2 were both network & funder)
  • 5+ CFSI Funders posted (including Ford, Accion, Village Capital, Omidyar, MetLife Foundation)
  • And….102 blog post contest entries, “What Financial Health Means to Me”
  • You can find many of them on medium.com/@CFSInnovation
  • Results? 8,986,959 impressions

19

slide-20
SLIDE 20

#FinHealthMatters Highlights

20

slide-21
SLIDE 21

Measure What Matters

Providers as Stewards of Financial Health

slide-22
SLIDE 22

Most Americans are struggling financially.

22

57%

CFSI research shows that 57% of the country, that’s 138 million people, lack financial health.

More than half of the country

slide-23
SLIDE 23

23

By measuring financial health.

But how do Americans know if their financial systems are building towards financial resilience and opportunities? How do providers know if their products are making a difference?

slide-24
SLIDE 24

Both providers and consumers benefit from measuring financial health.

24

Providers can identify which products are moving the needle for customers, and which aren’t. They can identify profitable strategies to build consumer financial health. Consumers can gain a holistic understanding of their financial health, rather than piecemeal measures like the credit score or account balances.

slide-25
SLIDE 25

What’s measured is w hat matters

25

CFSI invites you to join us on this journey. 138 million Americans are waiting.

slide-26
SLIDE 26

SPEND SAVE BORROW PLAN

Components of Financial Health

26

The 4 components of financial health mirror your daily financial activities. What you do today in terms of spending, saving, borrowing and planning greatly impacts your resilience and ability to pursue opportunities.

slide-27
SLIDE 27

You are financially healthy w hen you…

Indicators of Good Financial Health

27

SPEND

  • 1. Spend less than income
  • 2. Pay bills on time and in full

SAVE

  • 3. Have sufficient liquid savings
  • 4. Have sufficient long-term savings or assets

BORROW

  • 5. Have a sustainable debt load
  • 6. Have a prime credit score

PLAN

  • 7. Have appropriate insurance
  • 8. Plan ahead for expenses
slide-28
SLIDE 28

How do you measure? Data used to Measure Consumer Financial Health

28

SPEND

  • 1. Difference between income and expenses
  • 2. Percent of bills that are paid on time and in full

SAVE

  • 3. Number of months of living expenses in liquid account balances
  • 4. Amount of one’s long-term savings, assets, and investments

BORROW

  • 5. Debt-to-income ratio
  • 6. Credit score or credit quality tier

PLAN

  • 7. Type and extent of insurance coverage
  • 8. Behaviors that demonstrate future financial orientation
slide-29
SLIDE 29

How You Can Get Involved

VISIT www.cfsinnovation.com/finhealthmatters for monthly content updates you can use to engage with your audiences on blogs and social SHARE your stories on social using #FinHealthMatters year-round (we’re watching and amplifying) PLAN an event for the next #FinHealthMatters Day to get your teams fired up about Financial Health ENGAGE with CFSI on how to measure consumer financial health

29

slide-30
SLIDE 30

Chicago New York San Francisco Washington, D.C. Connect with us cfsinnovation.com YouTube @cfsinnovation #finhealth LinkedIn Facebook

Thank You

slide-31
SLIDE 31

Q&A

Type your question into the GoToWebinar question box