Bank Directors Seminar, Coeur d'Alene, ID, September 15-17, 2019

ISSUES IN DEVELOPING A COMMUNITY BANK MARKETING PLAN

Critical Assumptions: All levels of the organization must be committed to the marketing and sales concept. It is more than a group of activities — it is a state of mind. To be optimally effective, the marketing plan should be integrated with the strategic planning process.

Fundamentals Concerns of a Marketing Plan:

- Why would someone want to do business with us? - Are we easy to do business with? - What products and services can we offer effectively, competitively and profitably? - Are we consistent in the quality of our customer service and support? - What customer segments will we compete in? Will this change in three years? - Do we constantly listen to our customers to help identify their needs? - Do we continuously ask 'how are we doing"? - Do we seek opportunities to say "thank you" to our customers? - How will changes in the external environment impact us? Who are our competitors? - What makes us different? - Have we successfully created the image and reputation we desire? - How will the marketing plan be implemented? - Who has responsibility for each activity? - How do we intend to monitor, evaluate and, if necessary, revise the marketing plan? - What resources will we need to effectively implement the marketing plan?

I. Do we have a clearly defined Mission Statement understood by each employee? Why should a customer want to do business with us? What makes us different?

2. Is "asking for the business" identified as one of our Core Values? Is an expectation to sell included in job descriptions? Do we recognize and reward superior customer service? Is it communicated at least annually as a goal or performance expectation for all employees? Sample Core Values: Customer service, responsiveness, offering innovative financial solutions, creative, personal accountability, teamwork, fun, "we ask for the business", aggressive sales culture, pride in our Company, mutual respect, accuracy, "we do the right thing" What is our Image today? Does it support our Marketing and Growth Strategies? Does it vary from market to market? Is it different for customers versus prospects?

3. How do we create energy, excitement, fun in our Marketing and Business Development? Do we really make an ongoing commitment to marketing and maintain communications throughout the organization to support that commitment? Who are the "cheerleaders"?

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