The document provides an integrated digital marketing plan for ABC Cash, an online payday loan provider. It analyzes the target audience and competition. The plan aims to capture market share by focusing on the growing online market and driving offline customers online through a community-focused social media presence. Key strategies include redefining the brand identity, building online relationships through content and incentives, optimizing the customer experience on all digital platforms, and promoting customer loyalty.

1. ABC CA $ H i ntegrated Digital Marketing Plan Prepared by: Joey Barker August 17, 2011

2. OVERVIEW: Facts & Findings U.S. Payday Loan Market Perpetually declining store count, loan volume, and revenue – since 2009 Internet payday loans now an estimated 10% of overall market – and climbing Stephens Annual Payday Loan Industry Report “… internet will eventually cannibalize store borrowers.” ABC Cash Web-centric service provider Strong sales growth in 2010 Customers (versus competition) : Less likely to be married, but more children on average Fewer financial alternatives / resources, very little (if any) brand loyalty 50% of Loans = “New Addition to the Family”

3. OBJECTIVES Capture a larger share of the organically growing online market than currently owned by ABC Cash Penetrate the larger offline market and drive those consumers to ABC Cash online product

4. AUDIENCE “ ALICE” Market Segment ( A sset L imited, I ncome C onstrained, yet E mployed) Over 65% ages 25 – 64 (Majority = Increasingly web-savvy, e-Commerce users) Primary Loan Focus Housing, Child Care, Transportation, Health Care

5. COMPETITION: Key Players Brick & Mortar Online Competitors

6. Competitive Summary VERY transactional-based Messaging, identity, voice, design, transactional offers with no incentives or conversation Competitor Strengths The Big “Brick-houses” Brand recognition, store convenience, robust offerings, geographic penetration The E-Loaners Ease of use, convenience appeal Traditional  Online Extension Advance America , Check into Cash and others adding online loans (Walmart strategy) Same competitors now also digging deep into Social Media Opportunities Behavioral commerce & relationship-building, loyalty incentives, educational content, first-hand community involvement, bundling of common service needs No competitor offers applications as social media app, nor incentives to join Also have yet to offer clear mobile presence , with exception of location-based mapping

7. THE ABC GAME PLAN: Think Strengths, Not Weaknesses Focus on web-savvy and e-Commerce adept 65% Pinpoint those who already buy most often, and earn their loyalty Those over age 65 can then be influenced in the long-term by word-of-mouth “ Niche-to-industry standard” Approach Maintain digital focus. And build on it. Active Social Media presence Mobile applications & browsing Online community to inform and interact with the target audience

8. Key Strategic Actions for Positioning Redefine Yourself Community-focused and relationship based Design, colors, visual vocabulary, iconography, tone, voice, overall identity compass (not “system” – that word does not fit into new relationship lexicon) Shy Away from Traditional Trappings Dollar signs in logo, transactional fonts and language, old-school “biz” phrases, and the like Be yourself. Use Each Encounter to Create a Positive Brand Experience Stay on the Offense Define the others for a change – transactional, fee fighters, etc. Challenge the competition after defining yourself Relationships, tell a story, empathy, incentives, mobile / social integration, etc.

9. Content Strategy Overview

10. MESSAGING: Behavioral Commerce Web Promotion & Loyalty Incentives ABC Building Blocks Lower significantly the acceptance qualifications with proof of intent to purchase (or down payment toward) of housing, child care, transportation, or health care Partner with bodies like GMAC, hospitals, day cares, car dealerships – enabling ABC to pay directly to community service providers Regional Twitter-based (or even direct referral) contest awarding a loan up to $1,000 family loan each month for most retweets, mentions, #FFs, etc. ABC Parenthood Reduced APR on school or child care-related loans “ The ABCs of Living Debt Free” Lifestyle blog and discussion community, promoting debt-free life through financial tips, APRs and rates, industry and competitor exploits, interactive feedback, etc.

11. User Purchase Process Purchase Experience Experiences After-The-Sale Brand Loyalty & Evangelism Enters the Market Searches for Information Evaluates Alternatives Buyer Decision

12. Market Entry & After-the-Sale Buzz-Watch Description: Monitor online social media, analyze and report findings to ABC Goal: Improve reputation online, spot emerging trends, and proactively deal with issues Timeline: Ongoing Owner: PR | Xchange Digital Resources: Xchange Buzz-Watch monitoring; ABC eMarketing, Service, and PR involvement

13. Market Entry & Brand Loyalty Social Media Communication Description: Build a Facebook page that includes an app where users can apply online ABC personnel responding to online media mentions and issues Goal: Improve ABC’s reputation online, proactively deal with service issues Timeline: Ongoing Owner: Client PR | Xchange Digital Resources: Dedicated person at ABC and/or agency contract; training from Xchange; input from Buzz-watch; ABC Service and PR involvement

14. Enters the Market Leveraging Online Media Description: Leverage external online interactive content placements, financial partnerships, cross-promotion and ads Goal: Increase visibility of brand online, maximize value from online media placements Timeline: Ongoing; 4-8 weeks per placement Owner: Xchange Resources: Client PR; digital strategy input from Xchange; rich media creative & production Media TBD; Strategy input

15. Enters the Market Widgets | Gadgets Description: Create interactive widgets/gadgets (ex: recipe box) to distribute via appropriate popular external networks (ex: iGoogle, My Yahoo!, etc.) Goal: Increase visibility of ABC brand online Timeline: 1 -2 months per placement Owner: Xchange Resources: Xchange eMarketing, digital strategy and development

16. Enters the Market Podcasts Description: Create podcasts for communicating product and marketing messaging to younger segments and employees Community and financial trends, advice, FAQ responses, promotion awareness, etc. Goal: Increase visibility of brand, facilitate education, maintain consistency of brand messaging Timeline: Ongoing Owner: Xchange / PR Resources: ABC eMarketing; PR; Sales; Product Management

17. Information Gathering Enhance Internal Search Description: Improve search functionality on consumer site. Expand properties indexed; filtering and categorization of search results Goal: Enrich consumer experience online, shorten time needed to find relevant products, increase conversions Timeline: 2 months Owner: Client eMarketing/Xchange Resources: Agency development, eMarketing content management

18. Information Gathering Organic SEO & Paid Search Description: Make website content more search-friendly and optimize for organic search Reconstruct ABC Paid Search campaigns to effectively promote the brand online Goal: Increase web visibility, generate leads, capture market share, protect brand online Timeline: 4-6 weeks initial audit; ongoing Owner: ABC eMarketing / Direct Marketing / Xchange Resources: Xchange content audit; ABC content management

19. Information Gathering & Brand Evangelism Mobile Device Support Description: Optimize website for users with mobile devices, creating a special version of the site that caters to the special needs of mobile browsing Develop application (iPhone and Android) allowing users to gather info or apply for a loan using their mobile device Goal: Generate new leads, facilitate consumer conversations, increase visits to dealers Timeline: 6 –8 months Owner: Agency & ABC eMarketing / development team Resources: Xchange development and digital strategy input

20. Information Search & Evaluates Alternatives Site-lets and Landing Pages Description: Landing pages and mini-sites to support new product/service introductions and key promotional messages Fed via Email Marketing or Paid Search Campaigns Goal: Generate new leads, increase awareness of new offerings, boost website visits Timeline: 2 – 4 months Owner: eMarketing / Xchange Resources: eMarketing, Advertising Agency, digital strategy and development

21. Evaluates Alternatives Guided Selling Description: Provide support tool selection based on user preferences and priorities, making the process of selection easier and more efficient Goal: Streamline purchasing process, increase customer satisfaction. Timeline: 3 –4 months Owner: ABC eMarketing/Xchange Resources: Agency digital strategy and production; product marketing subject matter expert

22. Evaluates Alternatives Product Ratings & Reviews Description: Allow users to have a voice by implementing ratings and reviews throughout the website, blog, and Facebook page Goal: Increase customer engagement, satisfaction and conversion rates Timeline: 3 –4 months Owner: ABC eMarketing/ Xchange Resources: BazaarVoice ratings tool Xchange digital strategy and production; ABC PR support

23. Evaluates Alternatives Blog & Lifestyle Content ( w/ open interaction, comments & real-time feedback ) Description: Convert existing lifestyle/info/cause-related internal site content to blog format Add financial tips along with an ABCs of Living Debt Free Q&A section Goal: Increase customer engagement, showcase extensive lifestyle content more effectively, improve overall perception of the ABC brand Timeline: 3 –4 months Owner: Client eMarketing/Xchange Resources: Xchange strategy and production; product marketing subject matter expert; content providers; eMarketing content management; ABC PR

24. Evaluates Alternatives Customer Stories & Testimonials Description: Enliven content on website, blogosphere, and social media by soliciting and including customer stories and testimonials Goal: Increase customer engagement, embrace user-generated content, improve overall perception of the brand Timeline: 3 –4 months Owner: Client eMarketing/Xchange Resources: BazaarVoice testimonials tool Xchange digital strategy and production; client PR support

25. Evaluates Alternatives & Purchase Experience User feedback program/surveys Description: Establish user feedback program with ongoing surveys and other poll metrics Goal: Improve purchasing process, decrease confusion, improve overall perception of the brand, increase conversions Timeline: 4 weeks initial, ongoing Owner: ABC Direct Marketing/Xchange Resources: Agency UX & Usability direction; Client eMarketing, Service and PR support Ongoing rating / survey tool TBD

26. Evaluates Alternatives Rich Media & Video Differentiators Description: Integrated rich media / online video focused on illustrating community outreach, promotions, incentives, forum and podcast features, differentiators, etc. Online demos showcasing ease of application (internal & external - YouTube, etc.) Goal: Entice consumers, improve overall perception of the brand, increase conversions. Timeline: Ongoing; 4 -8 weeks per piece Owner: Client Advertising / Xchange Resources: Client PR; digital input from Xchange; rich media creative and production

27. Evaluates Alternatives Enhance The ABC story Description: Enhance brand story (ex: customer experience commitment stories Interactive tools such as media bins (3 maximum), APR/rate/fee calculator, etc. Financial tips, life-planning - Virtual tour of financial plans “ Employee” blog (copywriter edited, or ghost-written) Goal: Improve overall brand perception, highlight key portions of the ABC story, differentiate brand from key competitors Timeline: 3 -4 months; ongoing Owner: Client eMarketing / Xchange Resources: Agency, production, content providers; web content management; Client PR

28. PURCHASE DECISION | EXPERIENCE Regional Pricing Online Description: Place regionalized APR / Rates / Fees online for ABC major loan segments Goal: Fulfill an oft-identified need, speed purchasing process, qualify potential leads Timeline: 6 weeks Owner: Client eMarketing/Xchange Resources: Xchange digital strategy and production; ABC distributors

29. PURCHASE EXPERIENCE Loan Bundling Description: Offer reduced fees and interest rates for multiple incentive loan applications (Ex. Home down payment + Child Care, Transportation + Health Care, etc.) Goal Encourage positive word-of-mouth, boost awareness, gain favorable brand recognition, and repeat business in each community Timeline: Immediate Owner: Client marketing Resources: Agency-client synthesis to determine feasibility & profitability of each bundle

30. After-the-Sale Registration Follow-Up Email Description: Automatic email inviting clients to explore blog and other ABC social channels. Functionality could also be used for other automatic mailings. Goal: Engage with users, convert offline customers to online, establish direct line of communication, improve customer service, increase overall brand perception. Timeline: 6 –8 weeks Owner: ABC Direct Marketing/Xchange Resources: Xchange digital strategy and production Client Direct Marketing support; ExactTarget

31. After-the-Sale Click-to-Chat Customer Service Description: Implement click-to-chat customer service on the ABC consumer site. Goal: Engage with the consumer, increase customer satisfaction, increase quality of service, increase overall perception of the brand and services provided. Timeline: 3 -4 months; ongoing Owner: ABC eMarketing & Service / Agency Resources: Chat tool TBD Xchange digital strategy and production; ABC Customer Service support