Keith Brannan, CMO of Kasasa walks through how (and where) community banks and credit unions can have relevant conversations with the right consumers.

1. How (and Where) to have
Relevant Conversations with
the Right Consumers for
You
Kasasa CMO, Keith
Brannan

2. 87
%
of consumers use more
than one device at a time.
Accenture “Digital Video and Connected Consumer”

3. Win their attention with
cross-channel marketing

4. What is cross-channel marketing?
It’s an approach to marketing that ensures consumers get exposure to
a consistent message across the channels of media most relevant for
that consumer type.
Email
Direct mail
Digital advertising
Social media advertising
Broadcast (Internet and terrestrial)
Pandora
Out of home

5. Email is a must-have
77
%
of online consumers prefer email for
permission-based marketing messages.
ExactTarget — Survey of 1,500 online consumers (age 15 and up)

6. Your cross-channel strategy
Effective email marketing relies on a combination of factors.
The good news is:
Email is budget-friendly.
Proven success for financial institutions.
When done properly, it enhances all your other marketing efforts.

7. Irresistible recipe for email
Thoughtful Targeting
+ Compelling offer
+ Relevant message
+ Timely delivery
= Engaged consumers

8. Pitfalls to avoid
TARGETING? DESIGN & COPY?
NO TRACKING OR
OPTIMIZATION?
Mailing just to mail
Blasting all demographics
with the same message
Mailing the same
message too many times
to the same consumer
Weak email copy and design
Poor website landing pages
Lack of performance
tracking
Not monitoring the
preferences of the
consumer

9. What you need
An automated system that lets you:
1. Immediately act on changes in your data or transaction results.
2. Access to consumer data from your community so you can acquire a list
of the right people.
3. Host email creative and compliance in a library you can utilize to build
campaigns.

10. 4. You must have something to offer for someone to open your email.
5. Good data control and practices for opt-in.
6. Consumer options to complete the purchase or move through the
purchase funnel.
What you need (continued…)

11. Challenges of
cross-channel
automation

12. Start with clear objectives
Do you want consumers to:
Open new accounts?
Switch accounts?
Utilize the products/services they already have (i.e. debit card adoption, e-
statements)?
Purchase new products (i.e. loans, LOC, other deposit or
investment products)?

13. Let’s peer down the tech/vendor rabbit
hole
CRM
Data warehousing
Data sources, such as FICO and Experian
Digital asset management
Campaign management
Demand-side platforms
Media channel integration, such as print and email
Explosive growth in endpoint platforms such as Constant Contact and
Onovative

14. The Marketing Technology Landscape — 2012

15. The Marketing Landscape — 2017 — 5000 companies

16. Vendor analysis can be costly and
risky
Too many options
Time it takes to decide on a path
Risk of meeting business requirements
Implementation risks
Resource and skill risks
Execution risks after implementation

17. Marketing expertise is less than half
the battle
Once you choose a vendor, you still need to navigate the
relationship.
Integrating data to get the most from your tools
Design or edit email creative assets
Integration with the technology team
Setting up marketing channels and cadence for delivery
Verifying and testing that the functionality works end-to-end
Determine and implement measurement plans
Management and continuous improvement

18. Utilize the full arsenal for consistent
engagement
1
15 4530 601
60
Cross – Channel Details
One list to drive all engagement
Personalized creative
Cross channel alternating cadence supported by
consistency in social channel
Direct Mail, Social, Email utilizing new platform

19. Measurement is mission-critical
Continuous improvement is your only road to marketing success.

20. How should you measure success?
1. Engagement is the first and best measurement because you
must have a volume of touches to reach today’s consumer
2. Website traffic or landing page traffic as a measure of action
3. Total conversions of new accounts or activities based on the
marketing messages
4. Monitor desired actions in proximity to distribution (2-week
reporting window)

21. Email case study
Midsize credit union

22. Case study: Midsize credit union, MN
Objective:
Generate new Kasasa Cash Back accounts and grow deposits
Plan:
Six week cross-sell campaign

23. Case study: Midsize credit union, MN
Execution:
Budget: $4,400 ($2,200 per campaign)
Each campaign consisted of 3 touches,
sent a week apart
Sent to non-DDA customers without a
Kasasa account
List size: 7,000 (the same list was used
for both campaigns)
No account opening incentive was
offered

24. Case study: Midsize credit union, MN
Results:
1. Total targeted impressions: 38,000
2. Average campaign open rate: 28%
(compared to a 22% financial services
industry average)
3. Total leads generated via landing page:
98 (64 in December and 34 in
February)
4. Overall campaign impact: 34% lift in
Kasasa Cash Back accounts opened
5. ROI: 1,637%
34
%
Lift in Kasasa Cash
Back accounts opened

25. Who else is embracing cross-channel
marketing and marketing automation?
…but they all have scale...

26. A problem of scale, data, and capacity
You need data for cross-channel marketing.
You don’t need a massive budget.
Partner with someone who can put their scale to work for you.

27. Invested for the
long haul

28. Cross-channel marketing and
integration at Kasasa
Performance Marketing – Acquisition Life Cycle Marketing – Cross Selling

29. Start with the right segmentation
Performance Marketing — Acquisition
KEY DEMOGRAPHICS
Life Stage: Couples range from 25-54 in age and
typically have multiple children at home
Education/Career: Middle and working class
families, with a few skewing to upper middle class
Average HH Income: $66,722
2.65xmore likely to be a customer
Age 32;
College Debt
$30K
Found in Urban
and Metro Areas
Mobile
Aficionado,
Internet, Radio
$66K Income
Home Owner
3 Kids

30. Increase performance with smart programs
Life Cycle Marketing— Cross Sell
Always-on
Programs
Use consumer transaction data to drive
new programs, messaging and new
predictive models

31. Cross-channel marketing and integration
at Kasasa
Kasasa has access to material and programs to run across many
channels:
Digital
Social
Email
Direct mail
TV
Pandora
In-branch
Events

32. Monthly engagement report

33. The other fish in the sea
When evaluating vendors be sure to avoid:
Features you don’t need
Systems requiring you to hire staff just to support the tool
Systems that don’t come with any financial service knowledge or
creative
Systems that can’t act on your data all the time without daily
attention from your team

34. Are you prepared to automate?
Cross-channel marketing and marketing automation is the
future. And it’s a complex challenge.
We’ve helped more than 400 community banks and credit unions
develop results-driven marketing plans. We can help you
integrate email marketing into your larger automation plan.

35. Questions?