Speaker: Nancy Porter, SR VP of Marketing & Sales, Monarch Bank In this Hampton Roads American Marketing Association (HRAMA) session on September 13th, attendees learned about some of the key approaches that Nancy Porter has used to build successful campaigns from scratch based on the measurement of opportunity. Attendees observed the life cycle of a campaign, including organizing your marketing efforts with the following functions:message, money, medium and measurement. Whether attendees were a creative, suit, client or in sales, by the end, they had a fresh perspective into the journey of creating a campaign, and how to improve marketing to deliver better efficiencies and bottom-line results. Nancy Porter’s 20 years of marketing experience is unique….having held positions as Art Director, Creative Director, Agency President and Vice President of Marketing. Building her career in national and local advertising agencies in creative and strategic positions, she honed her business acumen as Vice-President of Marketing at Chartway FCU and Monarch Bank. Nancy has received over 100 awards by some of the most prestigious marketing associations, including AAF, HSMA and Credit Union National Association Marketing & Business Development Council. She holds a bachelor’s degree in advertising from Virginia Commonwealth University and is a former Adjunct Professor to undergraduates in VCU’s School of Art’s, Department of Communication Arts & Design advertising curriculum.

1. Nancy
Porter
Senior
Vice
President
Marketing
and
Sales
Monarch
Bank

2. • A
group
decision

3. • Detective
• Storyteller
• Cheerleader
• Therapist
• Anthropologist
• Jester

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5
main
ingredients
Marketing
is
comprised
of:
1. Money
2. Medium
3. Message
4. Measurement
5. Ministration

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Recipe
to
Mmmmm
Success
1. Own
the
decisions:
target,
research,
improve
2. Budget/money
should
never
be
your
excuse
3. Create
a
unique
message
from
strategy
4. No
silver
bullet,
think
in
terms
of
3-­‐month
and
3-­‐year
medium
plan
5. Spend
$$
that
you
can
measure
6. Ensure
sales
buy-­‐in
and
accountable
ministration

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MONEY
Define
your
target
audience
Where
are
we
now?
Research
Where
should
we
be?
Improve
what
you’re
all
ready
doing
How
are
we
going
to
get
there?

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Money
scenario:
— Redefined
target:
Hampton
Roads
Families
— Research
into
classical
music
trends
Result,
the
“Mozart
Effect”
— Reconstruct
existing
budget:
Divide
seasonal
catalog
into
three
pieces:
BRC
direct
mail,
season
poster,
and
subscription
brochure
— Reconstruct
existing
budget:
BRC
mailing
received
a
10%
return
in
the
first
3-­‐months,
thus
fulfilling
a
key
marketing
parameter
…
interest
on
single
ticket,
season
subscription
and
family
events

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MEDIUM
Choose
the
methods
that
will:
— Improve
what
you’re
all
ready
doing
— Stimulate
enquiries
from
your
target
audience
— Is
affordable
enough
to
be
used
for
3-­‐months

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Medium
scenario:
— Budget
reduced
by
80%
— Would
people
travel
after
horrors
of
Sept.
11?
— Maximize
database
of
previous
guests
with
postcard
mailing
and
use
of
“free”
public
calendar
listings
— Success
of
New
Years
gala
would
determine
plans
to
celebrate
upcoming
75th
Anniversary
— A
sold-­‐out
success!

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MESSAGE
Creating
the
Message:
— Does
it
fit
the
strategy
to
perfection?
— Is
it
unique?
— Do
I
wish
I
had
thought
of
it
myself?
— Could
it
be
used
for
3-­‐years?

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Message
scenario:
Write
one
sentence
—
Your
sentence
should
describe
one
fact
or
argument
—
Your
sentence
should
develop
a
personal
relationship
with
the
reader
—
Your
sentence’s
primary
function
is
to
draw
the
reader
into
the
rest
of
the
marketing

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Write
one
sentence:
Introducing
the
first
locally-­‐owned
bank
on
the
Outer
Banks.

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29. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

30. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

31. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

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MEASUREMENT
Set
up
basic
tools
to
evaluate
response.
— Helps
not
to
waste
time
trying
to
make
a
specific
medium
work
—
Determines
which
message
makes
the
biggest
contribution
—
Accounts
for
buy-­‐in
from
sales
team
—
Assists
in
Return-­‐On-­‐Investment
concerns

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Measurement
scenario:
—
Target
audience:
Affluent
families
with
small
children
—
Focused
message
and
medium
to
promote
“two-­‐hour
drive”
strategy
—
Strategic
“insert”
ad
placement
into
national
network
of
magazines
(Elle
Décor,
Food
&
Wine,
Bon
Appetit,
Real
Simple,
Town
&
Country,
Travel
+
Leisure)
distributed
only
in
the
NYC,
Northern
NJ
and
Philadelphia
markets
—
Reservation
call
volume
was
tracked
and
increased
within
3
market
areas

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MINISTRATION
What
functions
should
be
fulfilled
by
internal
and
outsourced
help?
— Overlapping
of
roles
or
lack
of
experience
hurts
the
efficiency
of
marketing
efforts
—
Ensure
sales
team
buy-­‐in
and
accountability
to
aid
in
success
of
campaign
—
Get
flexibility
—
Save
money

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Ministra2on
scenario:
— Unique
campaign
— Position
bank
as
strong,
growing
business
leader
— Own
local
philanthropic
cause
— Partner
with
community
experts
— Give
employees
and
community
a
reason
to
talk
verses
conversation
on
products
or
earnings
release
— Doubled
business
checking
balances
over
18-­‐months

40. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

41. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

42. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

43. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

44. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

45. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

46. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

47. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

48. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
Recipe
to
Mmmmm
Success
1. Own
the
decisions:
target,
research,
improve
2. Budget/money
should
never
be
your
excuse
3. Create
a
unique
message
from
strategy
4. No
silver
bullet,
think
in
terms
of
3-­‐month
and
3-­‐year
medium
plan
5. Spend
$$
that
you
can
measure
6. Ensure
sales
buy-­‐in
and
accountable
ministration

49. Nancy
Porter
Senior
Vice
President
Marketing
and
Sales
Monarch
Bank
nporter@monarchbank.com