Cybersecurity content can be a gateway to sales for banks and credit unions.

1. How Cybersecurity Education
Provides Protection Plus a
Gateway to Sales
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2. • 14 year old Financial Marketing Company
• Principals have spent a majority of their careers
in the financial services and marketing
industries
• Work with financial institutions of all sizes in
helping them generate more sales through more
channels
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3. Today’s Situation
• Technology is causing more customer remoteness,
moving brand attributes away from people to
transactions
• 34% haven’t been in a branch in 6 months
(bankrate.com)
• Millennials see branch as irrelevant
with 92% preferring to do their
banking online (TD Bank Study)
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4. The Challenge?
• Building a brand image beyond transactions - as a
place to go for more financial needs
• Leverage branch and digital channels to engage
customers in more meaningful ways
• Turn those engagements into selling opportunities
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5. The Challenge?
• Building a brand image beyond transactions - as a
place to go for more financial needs
• Leverage branch and digital channels to engage
customers in more meaningful ways
• Turn those engagements into selling opportunities
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6. Engagement With Content
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• Creating and distributing
relevant and valuable
content to engage customers.
• Moving that engagement into
more life events to start
dialogues and provide
solutions.

7. Universal Content Need- Security
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- Victims of ransom demands for decryption lost $30 million to hacks in
100 days.
- ID theft cost Americans 24.6 billion dollars in 2012
- 500 million computers worldwide become infected and are coordinated
into botnets per year.
- Bureau of Justice Statistics cites major data breaches at JPMorgan,
Home Depot, Kmart, Target, Sony.
- President Obama in recent remarks: "[Cybercriminals] are doing as
much damage — if not more, these days — as folks who are involved in
more conventional crime."

8. Universal Content Need- Security
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- “Ransomware,” a type of malware that encrypts files on a user’s
machine and demands ransom for decryption, targets more than 230 file
types, up 200 percent from 70 file types in 2013.
- According to the Privacy Rights Clearinghouse, more than 534 million
personal records, including Social Security and financial account
numbers, have been compromised since 2005. In 2014, 273 breaches
were reported, with 22 million personal records compromised.
- Global credit card fraud losses were $11.3 B in 2012. The U.S. accounted
for 47% of that amount. Card issuers lost $3.4 B. Merchants lost $1.9 B.

9. 9
Make an Emotional Connection
• Save money (Satisfaction)
• Avoid mistakes (Fear)
• Protect those who count on you
(Confidence , Lack of Guilt)
Focus on the emotional benefits of the help you can provide

10. • Featuring life events when people are looking for answers and 43%
more likely to buy.
• Helps them uncover needs that may not be apparent.
• Delivered in a way that connects them with the person who can help
with those needs.
Drawn into Interactive Delivery Platform
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11. Examples of Delivery Platform
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Financial Answer Center
Business Answer Center

12. Leveraging What you Have in Place
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Compelling
Message
Delivered through
traditional and digital
channels
To initiate dialogues
with the person that
can help with
Leverage existing branch and online channels to build awareness promote
usage of a new value added service.

13. Engagement in the Branch
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Onboarding
Account Servicing
Frontline employees introduce the content as a value added service
and offer guides relevant to their life events as a part of their everyday
service-focused routine. The request for a guide is an automatic lead.

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Selling Confidence

15. 15
Automated Fulfillment

16. 16
Engagement Through Website

17. Engagement Through Email
Feature your content in
emails to your members!
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18. Twitter Solution Facebook Solution
Edu PostsEdu Tweets
Engagement Through Social Media
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Promoted for relevance and value to get followers (e.g.. Tuesday’s Tips)

19. Engagement Through Mobile
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EZ Viewer
All content and features of the
Financial Answer Center are formatted
for easy access through mobile devices

20. Worksite Engagement
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Financial education is one of the most rapidly growing employee benefits.
Your business customers can provide it to their employees with a simple link.
Link to Financial
Answer Center as an
employee benefit
draws employees of
business customers to
you for financial
education and people
that can help

21. The Financial Focus
• If 1 in 3 appointments buy with an average net present
value per sale of $2000 (deposit, loan, mortgage,
investment, insurance, etc.) the value of 1 sales
appointment is $660
• Target of over $100,00 new revenue/branch/yr. A single
appointment from a branch in a month returns over 6
times the cost.
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Make your own assumptions using a
Revenue Opportunity Calculator at
www.Truebridge.com

22. Truebridge Content Marketing System
• Affordable monthly subscription includes:
• Full turnkey Content Marketing System
• Customized to match your look and feel
• Integrated employee pictures and contact information
• Professionally maintained by a top national accounting
firm
• Individual customer service to ensure active usage and
shared “best practices”
• Hosted through top-ranked secure facility
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23. In Closing…Boost Channel Performance
Beyond Transactions
• People are looking for help.
• They make decisions emotionally.
• Content, properly delivered, can establish
that emotional engagement.
• Putting you in place for the product solution
ahead of the competition.
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24. So, What’s the Next Step?
• Schedule a 1 on 1 demo- learn more at
www.truebridge.com
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