1. “An organization’s ability to learn,
grow, and refresh itself is critical to
- Outlook Journal
Focus x Momentum x Results
2. The Beginning
JanuaRy, 2002 A bold idea and an energetic entrepreneur.
apRil 15, 2002 A company is born.
SuMMeR, 2002 First clients join the revolution...Customer Leadership Marketing. A marketing process
focused on results. Custom-tailored for each client based on balance sheet, internal
strengths, and external challenges.
DeceMbeR, 2003 10 clients, reach the double digit plateau. Stable of strategic partnerships to provide
complete menu to client.
FebRuaRy, 2004 National speaker, highest rated telebrief by ABA. SOBMM strategic marketing paper is
top requested piece from AIB Center of Banking Information.
DeceMbeR, 2004 Deal signed with ABA to author the series of Marketing Financial Services textbook.
“Building a Better Bank” is the newest edition and the defacto teaching guide for bank
marketers across the country.
SepteMbeR, 2005 Marketing Financial Services “Building a Better Bank” hits the streets. We add
staff and deliver incredible client results and a unique perspective from our
national client base and broad exposure to leading thought.
DeceMbeR, 2005 54 clients, 24 states, 28 professional speaking engagements...9 team members.
Founding lecturer at Arab Academy Marketing Academy (Cairo, Egypt) and
featured speaker at ABA, NCUA national and state association annual meetings.
JanuaRy, 2009 MarketMatch acquires Main Street Marketing, a competing Indianapolis based
firm. Expanding our team of experienced bank marketing and sales professionals
to capitalize on the increased demand for more strategic counsel by banks and
toDay National Reputation, firm client base built on referrals, triple digit year-over year
growth, 100% success rate with ROI Guarantee...loyal clients! Unlimited Future...
3. An Overview
MarketMatch…a team of experienced thought leaders that solve business problems through
marketing strategy and delivery. We elevate success through insightful perspective and experience.
Whether clients have dedicated marketing staff or require ongoing, daily support, MarketMatch
provides the people, processes and perspective to help financial institutions succeed in new ways.
The bottom line…We Solve Marketing Problems!
MarketMatch has developed a proprietary process-driven marketing approach known as Customer Leadership
Marketing™ that helps a community bank leverage their internal marketing resources in new ways. We bring proven
bank marketing expertise and provide a guaranteed ROI!
MarketMatch provides the process, “bench strength”, and the creative integration of customized marketing tactics
necessary for our clients to meet their goals and impact the bottom line through:
• Identification of your unique selling propositions
• Researching the impact We help you generate revenue!
• Defining the difference and developing strategies
We solve marketing problems!
• Delivering the creative difference to your customers
MarketMatch is leading a new wave of branding, customer service and bank marketing through our innovative
process known as Customer Leadership Marketing™. CLM represents five distinct modules of bank marketing
processes that guide a bank into stronger and more profitable relationships with their key customers. Starting
with a rigorous customer research program through customer acquisition and retention models, branding and
segmentation, the CLM process is a ground breaking method to improve your core relationships and involve your
customers in increasing their perception of your products and services!
MarketMatch delivers tailored marketing strategy that creates Focus, Momentum, and Results
for financial institutions around the country.
4. As a full-service solution provider, MarketMatch provides the complete suite
What marketing challenge keeps
of marketing services to meet the depth and breadth of your organization’s
you awake at night?
marketing needs. Strategies, tactics, creative, fulfillment, project management,
product design all targeted to your market and needs. We provide proven
strategic direction, through:
• Strategic planning - in what direction are consumer trends driving your business? Where should you invest
your marketing dollars? How can you leverage your results?
• Targeting - what lifestyle characteristics define the consumer groups you want to/should target? What new
groups are the best opportunities? Are you aware of your highest impact customers?
• Marketing communications - what marketing messages resonate strongest with your target consumers?
Is your marketing proven, fresh, and creative? How can you minimize disconnects?
• Branding - is your brand an intersection of quality product and a quality experience in obtaining your product?
Has your brand been consistently applied through logo, service philosophy, service delivery, and emphasis on
meeting the client’s customers’ needs?
• Channels - what is the best way to communicate with your consumers? What channels work best?
cuStoMeR RelationShip Depth
• New product/service development - what lifestyle need can your new product or service fulfill? What new
products are opportunities? What does your market demand?
• Product/service redesign - what changes in consumer lifestyles impact your product or service? How should
you change your offerings?
• Positioning - what lifestyle do you need to satisfy that competitors do not? How do you communicate your
superiority? Does your marketing message present a clear, sustainable difference?
• Sales – what is your sales process? How do customers respond? Are service and sales the true focus? Does
your staff sell all the time, to each customer, at each branch? Are you coaching?
• Pricing - what are consumers’ attitudes about price, value, quality? How do they feel about spending and
saving their money? What price should you set?
• Brand loyalty - how do consumers perceive the role of brand in the shopping process? How can you
encourage strong brand loyalty? What programs work?
leveRage MaRket poSition
• Market share - what do consumer trends suggest about the future of your business? How can this help you
create a sustainable competitive advantage over your competitors?
• Community Involvement – Is your institution known as a community leader? Are you positioned in the
community to be a part of major opportunities?
• Competition – Are you, your marketing team, branch personnel, and operations aware of the competition’s
products/services and advantages? Can you identify the opportunities?
5. Our Approach
Process Driven Marketing. Focus x Momentum x Results
“MarketMatch. We are experienced thought leaders that solve business problems through marketing,
strategy, and delivery. We elevate success through insightful perspective. Whether clients have dedicated
marketing staff or require ongoing, daily support, MarketMatch provides the people, processes and
perspective to help financial institutions succeed.”
Strategy Electronic Delivery
Planning Delivery Channel
Branding Product Development
Creative Design Sales/Service Plan
Research Segmenting/Targeting Customer
Program Delivery Program Management
Service Measurement Customer Voice Leadership
Custom Tailored Solution
6. The MarketMatch Team Roster
Bruce Clapp, CFMP is a leading executive marketer with over 20 years of marketing expertise leading banks and
credit unions to success through new product development, brand building and strategic planning. Bruce’s career
includes successful growth at Bank One, Midfirst Credit Union, and Liberty Savings Bank in executive marketing and
sales management roles. Bruce is a familiar speaker on the national circuit with the American Bankers Association (ABA and
numerous ABA state chapters. In 2005 Bruce authored a book on Marketing Financial Services for the ABA entitled Marketing Financial
Services: Building a Better Bank, which now serves as the de facto training and education textbook for financial marketers in the banking
industry and is actively used by the ABA, AIB, and all state associations. Bruce also co-authored “Shift Happens: The New Age of Bank
Marketing” in 2008. He is currently on the faculty at the ABA Stonier Graduate School of Banking, the ABA School of Bank Marketing and
Management, and the international Academy of Banking and Financial Sciences.
Mike Witsken, is a seasoned marketer in the financial services industry with an extensive background in market
research, database marketing, customer relationship management, deposit and credit product management, direct
mail and sales management. He has successfully used this background to grow the balance sheet and enhance revenue
of financial institutions of all sizes with an acceptable level of risk. Mike graduated from the ABA Stonier School of Banking with
Honors in 2002 and currently serves as a Capstone Advisory to current students in the final year of their program. Mike has served on the
Boards of the YMCA, Humane Society and Catholic Charities and currently is active in “Mobile Loaves and Fishes” a program that feeds
the homeless and working poor in San Antonio, TX.
Sharon Lovejoy, a former bank consultant and banking executive with Fifth Third Bank and Bank One, brings proven
marketing expertise and innovation to MarketMatch clients. Sharon is the creator of MarketMatch’s Winning Team
series, a highly successful sales optimization process and training program for community banks that catapults cross-sell
ratios. Sharon’s passion for community banking, financial literacy, and desire to help bankers help their customer’s with financial
counseling is her unique gift to the banking community. She is an active author and speaker in the banking industry.
Jim Simon, a former head of communications for Columbus, Ohio-based Nationwide Insurance, is a nationally
recognized leader in financial services communications and marketing communications. Jim has also held the top
position in communications at First Interstate Bancorp (now part of Wells Fargo) and NatWest Bank USA (now part
of Bank of America). He has published articles on investor relations and regulatory change and recently served as chairman
of the communications committee of the Insurance Information Institute, the leading trade association for the property and casualty
insurance industry. Jim also is a former partner at KPMG LLP and is widely known for his experience in media relations, issues management,
employee communications, investor relations and marketing communications. He holds a bachelor’s degree from Denison University.
Eric Gagliano, CFMP is a leading marketer with more than 15 years of marketing experience focused on strategic
planning, branding, market research and product promotion. As the Vice President of Marketing at a $115 million
institiution in Ohio, Eric successfully increased brand awareness, member growth and services per member. Eric has
achieved numerous awards for his work including: the CUNA Marketing & Business Development Diamond Award, the OCUL
Marketing Brilliance Award (5 times), CSCU Cameo Award and was a World Credit Union Professional Scholarship Nominee. Eric is a
frequently requested speaker for groups such as the CUNA Marketing & Business Development Council, Marketing Association of Credit
Unions, and numerous state associations.
7. Bob Clary brings unique experiences from his 30 years of financial marketing, including the highly specialized niche
of assisting start-up banks and young community banks. To align founders and build capital… to prepare the community
for opening… to develop a strategic marketing plan and budget… to capture market share and establish a relationship
with the community…to build a staff culture… Clary provides the case histories and commonsense game plan to help reach
profitability in a reasonable timetable. Each community is different, yet certain consistencies are true everywhere: you get one chance to make
a first impression; you exist only by the approval of the community. Clary helps senior management set priorities, measure objectives and
wisely use marketing dollars as if our own. Only someone with the experience of starting a bank can fully understand the highs and lows —
the successes and surprises — and then stay the course without diversions or compromises. Clary partners with MarketMatch to share and
blend financial marketing skills to a worldwide pool of new and emerging banks.ons.
Karen Banks focuses on enhancing customer intimacy through segmentation strategies, attrition and loyalty programs, as
well as handling ongoing business development for MarketMatch. Banks was previously Director of Database Marketing for
Regions Financial Corporation, having created that function from scratch for the then $50 billion regional banking company.
Banks was also part of the original marketing team that became Capital One and handled customer communications, attrition and
loyalty programs. She is a graduate of the ABA School of Bank Marketing at University of Colorado and the National School of Bank Card
Management at the University of Oklahoma.
Dusty Simmons brings financial institution experience from both sides of the table, having worked as a marketing and
community relations manager for the largest Indiana-based bank, as well as a bank and credit union marketing consultant.
Her expertise in new market entry strategies, branch design and merchandising, and email marketing is helping clients gain
market share, increase customer share-of-wallet, build brand awareness, and produce bottom-line results.
Debbi Offenberger has more than 10 years experience in marketing, advertising, product development and sales. Her
experience includes successfully devising a new market strategy to gain instant brand recognition at Liberty Savings Bank in
Dayton, Ohio. Debbi is skilled at measuring the effectiveness of promotions, advertising and community awareness campaigns and
evaluating marketing tactics from idea to completion. Debbi is active in her community and serves as President of the Greater Dayton
Advertising Association and Secretary of the Local Advertising Review Council.
Jamie Jenkins is an experienced financial institution marketer who develops marketing strategies, manages client
relationships, and contributes to business development at MarketMatch. Jamie’s experience managing product
development, marketing strategies, advertising and public relations for an Ohio community bank makes her exceptional at
developing and implementing creative marketing solutions for MarketMatch clients.
Jeremy Yontz serves as Director of Creative Services for MarketMatch. With extensive experience in graphic design,
printing and client management, he provides clients with creative consulting, concept creation and graphic design. Jeremy
is a member of the American Institute for Graphic Artists as well as the Dayton Creative Syndicate. He has received several national
and regional awards for marketing excellence and design including the Ohio Marketing Brilliance Award, the CUNA Diamond Award and
various Greater Dayton Advertising Association Awards.
8. Our Results
below is a small sample of past projects we’ve crafted for a variety of clients and their needs.
client: $234 M
Create a new customer acquisition program and toolkit.
MarketMatch created a complete program for customer checking acquisition. MarketMatch developed, managed and
measured the complete customer acquisition program which included a sweepstakes drawing, Switch Kit, POS toolkit
and media promotion. Media outlets included: online, TV, radio, print, in-lobby and direct mail.
Delivered in diverse markets, the program was a groundbreaking achievement for the bank in targeted marketing:
• 215% ROI
• $1.1 million in new deposits
• 30% increase in word of mouth awareness
client: $454 M
Support a bank acquisition and increase customer retention.
A custom “Welcome Kit” was created to proactively introduce the customer to the bank. The kit included a personalized
welcome letter, information about account conversions, new services, expanded capabilities and branch locations.
5,100 kits were mailed and became the talk of the town. The personal letter from the CEO solidified the bank as
friendly, supportive and community focused.
• Increased retention beyond initial expectations
• Sense of pride created with staff for the acquired bank
• Cross selling created for Checking, Money Markets, Loans, and Investments
9. “iDea houSe” caMpaign
client: $491 M
Make a splash in a new market with local builders and realtors
with a special reception.
We crafted a unique, upscale, interactive invitation for key customers and centers of influence that were invited to an event at
the Southern Living House. The invitation showcased the exclusivity of the event and captured the bank’s appreciation for the
recipient’s role in their success. Event communication also included a timely follow-up thank you card for event attendees with
a corresponding design.
Anecdotal comments included a prospective customer saying, “this invitation is going in my scrapbook” and Southern
Living said, “your invitation and entire program is the best we have seen.”:
• 95% acceptance rate
• 130 attendees
• 4 significant new relationships created
Web Site ReDeSign
client: $1.2 B
Create a user-friendly, marketing website that benefits all business units.
MarketMatch created a website based, not on the banks products, but on the customers needs: Save Money, Borrow
Money, Grow My Business, Manage My Wealth.
As a billion dollar bank with a full-range of financial offerings, it was important to create a website that told the right
story to the right customer. The restructured site provided:
• 109% increase in overall page views
• 30% more visits to products, locations and contact information
• Time per visit and pages per visit decreased from easier navigation
10. I would like to get Better, Faster, Stron
Optimizing Our Staff
Planning Our Strategy
Enhancing Our Brand
Scoring Our Progress
Experience Addressing Retention
Auditing Communications Utilizing Our Switch Kit
Engaging Customer Communicating
Our Message Rebating Research Costs
Extending Our Marketing Leveraging Our Dollars
Marketplace Managing Our Reputation Allocating Our Budget
Aligning Staff, Bank, Creating Impactful
Planning & Strategy Project Management Evaluations & ROI
Focus Momentum Results
MarketMatch offers full service support or a simple “free 2nd opinion.” MarketMatch provides our clients
perspective on their marketing issues balanced with your local market needs and ROI effectiveness. Working
with clients of all sizes and structures from 24 different states, we have a unique industry viewpoint that
allows us to create clear direction to attack your challenges. With proven expertise and a written ROI
guarantee, MarketMatch offers integrated support, additional capacity, and focused effort to build impact
on your marketplace.
bruce a. clapp, cFMp
216 Pointers Run • Englewood, OH 45322
937.832.7894 office • 937.609.1710 cell
937.832.4545 fax • baclapp@MarketMatch.com