The document discusses the 1-2-3 Account program, which provides cash back and is intended for mortgage holders and families with balances over $3,000. Younger people were dissatisfied because the program was not intended for them, while qualified mortgage holders expressed delight with the benefits. It recommends that consumers evaluate their personal finances to determine if the 1-2-3 Account is suitable for them and discusses marketing the program through various online and offline channels to those who would benefit most.

1. Realize that the 1-2-3 Account
only really works for Mortgage
Holders with Multiple Bills &
Balances > 3000
Everybody hears about how
you can get cash back with the
1-2-3 Account and expresses
interest
Mortgage Holders and Families
become interested.
Young People express
dissatisfaction with the bank
over a service that was
never intended for them
Negative Feedback on
Facebook & Twitter
about customer service
Improper Positioning
Unrealistic Expectations
Negative Survey
Responses garner press
WHY?
EXPOSURE UNDERSTANDING INTEREST UPTAKE APPRECIATION
RECOMMENDATION
Consumers Perform
Evaluation of Personal
Finances to see if the
1-2-3 Account will
benefit them
Qualified Mortgage Holders
and higher balance keepers
sign up and express delight
over the service
MEDIA
KPI’s
ACTION
TARGET
DISCONNECT
T
EX
P
ER
IEN
T
IA
L
OUT
OF
HOME
8/12/13 9:21 PM
BEHAVIORAL
TARGETING
Consumers search out
more specific
information about the
1-2-3 program and
compare the benefits of
switching to the pain of
starting over at a new
bank.
OPPORTUNITY
7-Day Switching goes
live in the UK starting
September 1, 2013.
Satisfied 1-2-3 Account
Holders recommend the
service to their friends, who
are qualified
Gross Impressions in Zip
Codes with > 50%
Homeownership
Target GRP’s achieved
New Current Accounts
Opened per week / month NPS
University Students unable
to keep 1000 Minimum
monthly balances Drop out
and express dissatisfaction
1
2
3Current
Accounts
8/12/13 11:39 PM 8/12/13 18/12/13 8:46 PM8/12/13 8:46 PM8/12/13 11:51 PM
TV IN
BRANCH
Keyword Searches
Behavioral Targeting at Pain
Points, Banner ads at bill
paying sites, water, mobile,
etc. Primary: Gross
Impressions, Secondary: CTR
InShares
Weekly Fan Growth (FB)
Monthly Active Users
Sponsored Updates
Text & Image Ads
Finance Calculator in
LinkedIn Feed
SOCIAL
MONITORING
Recommendations are
made both online and
offline
Behavioral Targeting on
Real Estate sites
Online or In Branch,
consumers can sign up
for the 1-2-3 Account
8/13/13 10:52 AM
OPPORTUNITY
Enroll Real Estate
Agents as Brand
Ambassadors as
Homeowners will
typically benefit the
most