American Bankers Association's Seminar for Presidents

1. What a Super Model Can Teach A Bank President About Credit

2. Problem: CARD Act made selling a college student a credit card difficult

3. I want this presentation to be a recipe for“How to Create Your Own Duck9”without having to hire UCMS or Duck9

4. End Result You should have tactics that you can copy-paste

5. State of the Industry CARD Act Curtails Credit Card Marketing CARD Act Cripples Youth-at-Risk’s FICO score CARD Act Compliant Marketing Is Possible

6. State of the Industry(cont.) Catch 22 of young adult marketing. . .What comes first: the FICO score or the credit line?

7. 22 Years Boiled Downinto 3 Tips & 1 Chart Read the 1.5 page CARD Act when it specifically addresses college Engineer a catch-22 solution Engineer a system where you migrate the account from a $100 credit line (securitized by quasi-assets) to a $2000 line of credit when they graduate

8. FICO Score Preparation * SSGFICO Contests * BLOG * Tabling *UGC Wiki * Text Message Mentoring *Direct Mail * email mentorship * CSS 1. Pre-Lead 3. Activation 4. Retention 2nd stage premiums24 mos toFICO over 700SMS &eMail alerts Bite sizethe C.A.T.message Coupon tocut waitlist 2. Application A $ 5. Revenue $ Apps, Lead Gen, Loans, Goodwill

9. Duck 9 in a Nutshell Deep Underground Credit Knowledge 9 is not a patented program. Copy it. Duck9 sends SMS reminders to college students to hack credit score - copy it & use a 5-digit short code service Reminders to manipulate your FICO score to 750 - copy it

10. Mentor MarketingDuring the “Pre-Lead” Phase Copy-Paste a Consumer Advocacy Truth (CAT) Get Emotional Copy-Paste our Educational Angle to Promote Your CAT Cut It into Bite-Sized Pieces (Cut & Paste) Make It Temp–Come Grow Go Become Their #2 (Second-Supplier Gambit)

11. Ranks & MigratesP R O S P E C T S Levels P1 to P10 Level P7 = application! Prospect Heat Maps Migrate by Mentoring Prospect level vs. cost per lead Prospect level vs. revenue per lead

12. Leveraging CAT in Mentorship CAT helps you with your SMS marketing Never pay more than $8 per cell phone number Mentor as if you don’t have a monopoly

13. “Well, . . . you smell honest.”

14. Converting Cell #’s into CARDAct Compliant Applications Pre lead, lead generation Easy to do Tie your contest to brand activation Work your lead funnel by… …ranking

15. Prospect Ranks P2: jeopardy user (contestants enter here) P3: registered web user P4: logged back in once or interacted with Duck9 email P5: conveyed credit data, debt data, etc. P6: does something

16. Prospect Ranks P7: buys something P8: refers P9: writes, blogs, invites, hosts P10: buys something as an adult P1: trying to unsubscribe P0: hates Duck9

17. Newsletter Your C o n t e s t a n t s Reinforce your “truth” Enter late, leave early Make it easy to recite Holy grail is becoming a second supplier

18. Good News: You’ve WON Contestants win in stages Migrate up the prospect ranks Drive them into your CAT Holy grail is becoming a second supplier; set aside your need to sell them something

20. Who Is the Super Model? NY Times best-selling author, “What They Don’t Teach You at Stanford Business School”

22. Keys to Copying Duck9’s Program Connect with the real world (seminars) Do a contest (schwagin stages Rope contestants intodoing somethingeducational Hone your uniteconomics

24. Contest Form .edu only Ring cell before they leave with pizza

25. Duck9 Campus Process Contest that collects name, email & cell phone in person, on campus Provide immediate service, reminding student to pay bill Simultaneous SMS/email increases user task urgency Second supplier gambit. Get to be the #2 supplier!

27. Keep it short

28. Don’t sell anything

30. Get In. Get Out. Let Them Get Back Unlike 5-digit shortcode, 650-566-9600can be called back / Give them “light atthe end of the tunnel” – “this is 17th of 24”

31. Contest Form Keep it simple Get their pen to paper Reward with pizza after they show SMS Pick a prize (they win all 3 but we profile them) No debt, some debt & I don’t get it.

32. Deal Emotionally with Unsubs “We can takeyou off our list of successfulpeople.” “We’re building a list of 1 millioncollege students with a FICO of 750” “Don’t yawanna be a part ofthis?” (Service your unsub with 1 more service) Take It Personally!

33. Refocus onProspect Movements P2: jeopardy user (contestants enter here) P3: registered web user P4: logged back in once or interacted with Duck9 email P5: conveyed credit data, debt data, etc.

34. Refocus onProspect Movements P6: does something P7: buys something P8: refers P9: writes, blogs, invites, hosts P10: buys some- thing as an adult

35. FRAUD (Part 1) Age of email, quality of lead Match email to social networks subscriber list Age of cell phone number Match with issuing carriers Assume no transport by college student Are they friends & family? Add LeadValue by Weeding

38. Bibliography GigaOmVentureBeatTechCrunchBusinessWeekhttp://500hats.typepad.comhttp://redeye.firstround.com/bloghttp://4info.typepad.com/bloghttp://rafter.wirelessink.com

39. Bibliography iMedia Connection Ad:tech Podcasts forhttp://www.imediaconnectioncom/content/16113.asphttp://500hats.typepad.comhttp://redeye.firstround.com/bloghttp://4info.typepad.com/bloghttp://searchengineland.comhttp://rafter.wirelessink.com

40. Moviography“Mentorship”

41. Moviography“Treasure Management”

42. I hope thatthispresentationhas been your ROI for thisconference

43. Larry Chiang LarryChiang@UCMS.com