This document discusses BBVA Compass Bank's marketing resource allocation for 2011. It provides background on BBVA Compass, which is the 15th largest commercial bank in the US and part of the Spanish bank BBVA Group. The bank's goals are to become a top 10 bank in the US focused on the Sunbelt region. Most of its branches and deposits are concentrated in Texas, Alabama, and Arizona. The target customer segments are identified as Mexican immigrants, "strivers" aged 25-54 earning $75,000+, seeking loans and investments. The marketing goals are to build awareness, support business lines, acquire new customers, and increase cross-selling. Various advertising channels and budgets are reviewed from previous years, with most spending on