This document analyzes customer data for a national bank trust service. It finds that most customers are from California, New York, New Jersey, Florida, and Texas. They tend to be married professionals who own homes and enjoy outdoor activities and travel. The document recommends customizing high-end services, offering benefits like club memberships, and promoting bundled insurance and trust products to better serve segments like family-oriented "Highflyers" and career-focused "Dynamos."

1. Team Hanky Bankies
Zupeng Deng/ Benita Vaz / Limai Wu/ Siting Zhang
MKT 465 Marketing project
National Bank Trust Service
10/20/2016 1

2. Key
Finding
01
Geographic
 CA consists of maximum percentage of our
customers at 37.34% followed by NY (10.63%),
NJ (6.62%), FL (5.10%) and TX (4.22%)
02
03
04
Demographic
 Married
 Professionals
Home-ownership
 92% of customers are home-owners
Lifestyle
 Lead luxurious life
 Time spent in outdoor activities, gardening,
family activities, dining
 Travel for business as well as leisure10/20/2016 2

3. Customer
Analysis
10/20/2016 3

4. Concentration in industrial cities
Allocate marketing budget to CA, NY, TX.
•Highest number of customers (>450)
belong to comparatively crowded
industrial cities
• Houston
• Los Angeles
• Brooklyn
• San Francisco
• Chicago
• San Jose
10/20/2016 4

5. 73%
61%
40%
45%
50%
55%
60%
65%
70%
75%
Our consumers Population
Marital Status
Recommendation:
• Design a new marriage trust and promote its benefits.
• For example, rich people can avoid certain amount of tax by
building trust funds for their spouses.
• Additionally, the marriage trust can reduce divorce conflicts on
property by designing related articles.
Married well settled professionals
Demographic of target customers
10/20/2016 5
30%
14.0%
10.0%
5.4%
5.0%
5.0%
Professional/Technical
Service Worker
Healthcare Professionals
Work from Home
Upper Management/Executive
Real Estate Professionals
Occupations*
* The NA has been excluded from occupations

6. Higher probability of home-ownership
92% of customers are home-owners or probable owner
92%
80%
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
Our consumers Population
Homeowner
Recommendation:
• Bundle trust services and home insurance
especially in high earthquake states such as
California which makes up for a majority of
our customer base10/20/2016 6

7. High-end luxury lifestyle
Gourmet Cooking, Health/natural Foods, Wines, Fashion Clothing, Home
Décor, Etc.
57%
33%
0%
10%
20%
30%
40%
50%
60%
Our consumers Population
Luxury Life
Recommendation:
• Our customers believe in living a lavish life and self-
indulgence
• Offering them 1-on-1 customized high-end services and
improving their banking experience can be key to
expansion and retention
10/20/2016 7

8. High interest in recreational activities
Interested in family actives and gardening
52%
33%
0%
10%
20%
30%
40%
50%
60%
Our consumers Population
Family Activities
55%
48%
20%
25%
30%
35%
40%
45%
50%
55%
60%
Our consumers Population
Outdoor Activities
Recommendation:
• Collaborate with outdoor or fitness
clubs to offer customers free club
memberships.
10/20/2016 8

9. Travel for business as well as leisure
23%
12%
0%
5%
10%
15%
20%
25%
Our consumers Population
Travel for Business 100%
63%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Our consumers Population
Travel for Vacation
Recommendation:
• Collaboration with airline companies for
mileage benefits.
10/20/2016 9

10. Segment
Analysis
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11. Customer Segment
High-flyers
• Commonly known as Generation X (Age group 36-51)
• Bigger families, Health freaks
• Family oriented
Dynamos
• Commonly known as Millennial (18-35)
• Smaller families
• Career focused
10/20/2016 11

12. Strategic
Recommendation10/20/2016 12

13.  Product
• Diversify product offering - marriage trust fund, bundled trust funds
 Price
• Premium pricing strategies
 Placement
• Leverage resources in Houston, Los Angeles, Brooklyn, San Francisco, Chicago.
 Promotion
• “Live Life” campaign for highflyers
• “Dwell safe” campaign for dynamos
10/20/2016 13

14. Membership Benefits
• Free Club Celebrity Membership
• Fitness centers, Outdoor sports,
weekend getaways
• Social Events with other Members
• Family get-togethers
• Global Travel Opportunities and Discounts
• Travel Certificates, gift-coupons
Marketing Campaign – “Live Life”
Targeting Highflyers - “Because you deserve to enjoy“
10/20/2016 14

15.  Bundling home insurance and trusts
As more people become educated about estate
planning, trusts become an attractive option for
homeowners interested in passing along their homes
and other property to loved ones and heirs without
subjecting them to the public, expensive, and time-
consuming probate process.
Marketing Campaign – “Dwell safe”
Targeting dynamos – Assured and Insured for life
10/20/2016 15