This document outlines a digital strategy for BMO to increase awareness, connect with customers, and improve customer service through various digital channels. It discusses reintroducing the BMO brand through a microsite, mobile apps, display ads and more. It then discusses sustaining engagement through a "BMOre" platform across social media, webinars, sweepstakes and more. The strategy aims to build community and help customers achieve their financial goals through rich digital experiences.

1. BMO Digital Vision

2. A synchronized digital brand
experience that is
strategically integrated

3. The Power of Digital
Always On
Pull Media
Rich Engagement
Data Driven

4. Digital

5. The Digital Role For BMO
INCREASE
AWARENESS
CONNECT &
ENGAGE
CUSTOMER
SERVICE
ACQUISITION
Branding
Business Lines
Always On
Brand Truths
Key Life Stages & Financial Decisions
Specific/Action-Oriented

6. 3 Areas of Discussion
REINTRODUCTION
SUSTAINING
SOCIAL
STRATEGY

7. Reintroduction / Landscape
Web / Microsite
Social
Digital OOH
LBSN
Display Ads
Mobile

8. Creative Concepts

9. Reintroduction

10. Reintroduction / Micro Hub
meetBMO.com
To bring the wit and charm of the brand to life online, this engagement portal
provides multitouch points for consumers to get to know BMOHB.
Content would include:
- Video
- Web only videos
- Celebrity video on money
- TV ads
- Rich content
- Voice of customers
- BMO History
- UGC
- Social Media (push/pull)

11. Reintroduction / Micro Hub
Meet
BMO

12. Reintroduction / Mobile
I want a bank that
helps me make
hard decisions.
-Joani M.
Meet BMO
To create a conversation around who BMO is and what it stands for,
people are asked to text what kind of bank they want to a BMO short
code. Their replies appear on digital billboards and on the microsite.
Can also segment by geography. Questions can change over time.

13. Reintroduction / Mobile
Text “hi” to Beemo
User texts “hi” to Beemo
Text from BMO:
Hello, how would you like to chat?
Text 1 to continue text
Text 2 & we’ll call you
Text 3 for an email
E-Chat
User texts 2
tex
ts
1
Auto email after 10PM CST
Us
er
Hi
Beemo
Push to
Talk
Us
er
te
xt
s
3
Email

14. Reintroduction / Got Your Back / Display
Hi

15. Beemopedia
Digital Extensions

16. Reintroduction / Beemopedia / Social
Create an engaging Facebook
app where fans can like, share,
comment on and create
definitions.
Definitions can also be content for
FB posts and tweets.

17. Reintroduction / Beemopedia / Display

18. Reintroduction / Beemopedia / Display
Beemopedia
Display ads
In addition to flash banner
ads, leverage rich media to
help tell the bigger story of
BMO and incorporate
Beemopedia, the ability to
have users find a branch
with mapping capability,
and drive them to other
deeper experiences and
social media.

19. Sustaining

20. Let’s bring to life the emotional and aspirational result of banking with
BMO Harris Bank and helping people make money make sense.
Grounded in the truth of the brand vision and brand promise, BMOre
is the result of great customer experiences and removing complexity
from financial decisions.

21. BMO re
The digital platform that rallies fans around the idea
of making their hopes and dreams a reality, and
embodies the idea of achieving goals in a realistic,
straightforward way.

22. BMO re
We see this idea working across external and
internal communications:
Consumers:
- Customer service
- Financial guidance:
general & biz lines
- Social network (online)
communities
- Community focused in
local markets
Employees:
- Recruiting
- Customer focus
- Employee morale
- Bank motto/credo
- Business lines

23. Sustaining / BMOre / Mobile
My Financial Pal
It’s easy to BMOre when you know what you’re doing with
your money. My Financial Pal allows you to snap pictures of
your receipts and organize them in the app. It’s like a food
diary for your finances with charts, goals, and more. Some
features could include:
capture receipts - organize receipts - generate reports - send
receipts - set daily spend goal - see spending over time

24. Sustaining / BMOre / Webinar
BMOre Make Sense Video Webinar
We can help you BMOre by providing a
venue for customers to be able to easily
ask their financial questions to BMOHB
experts.
Monthly video webinars are hosted with
different themes and people can ask their
financial questions in real time to a
BMOHB employee which demonstrates
the customer focus of the brand.
Drivers include:
- Microsite
- Email
- Social Networks
- Targeted Display Ads

25. Sustaining / Beemopedia / LBSN
Banking that’s
with you every
step of the way.
Get smart where
you spend.
Check in
wherever you
make financial
transactions and
receive instant
advice and
guidance from
BMO experts.
We’re here every
step of the way
to help you make
money make
sense.

26. Sustaining / BMOre / Sweepstakes
BMOre in Action Sweepstakes
BMOre Sweepstakes brings the
idea of BMO helping its
customers to be more by
providing the opportunity to
have the bank help them turn a
dream into reality.
Fans and customers share their
financial stories about their
goals--from putting money
away for college or putting on a
new addition--by submitting
videos or photos/essay.
Once 10 finalists are narrowed
down, the fans vote to help
determine the winner.
There are also strong PR legs.

27. Sustaining / BMOre / Sweeps Display

28. Sustaining / BMOre / Vision Board
BMOre Vision Board
Create a Vision Board
application on Facebook
where fans can upload
their pictures of their
goals to BMOre.
Provides PR opportunities
to talk about BMO and
get people excited, which
would increase fans.

29. Sustaining / BMOre / In the community
BMOre Community Minded
Let’s bring to life the community
focus and giving back aspect of the
brand.
Through a Twitter contest, fans can
nominate a public area (in a BMO
Bank market) for a chance to have
BMO fix it up.
- Followers would tweet where and
why using #BMOre.
- Location that got the most tweets
would win.
BMO could then use the day as an
employee service day to help fix up
the location, photograph & video it to
share on Facebook and Twitter.

30. Sustaining / BMOre / Partnership
HGTV Partnership
Partner with HGTV,
leveraging and
repurposing relevant
content to encourage a
deeper fan engagement.
Content could include:
holiday home design tips
on a small budget,
making the most out of
what you have, gift ideas
for college kids and other
helpful content tied to the
seasonality of
Thanksgiving &
December holidays.

31. Sustaining / Social / Facebook
Facebook
Create a highly engaged fan
base on Facebook that
shares content and
contributes to conversations.
Pulse activities and social
campaigns tied to business
lines as well as overall
branding.

32. Sustaining / Social / Twitter
Customer Service
Big opportunity to create a
great customer service
experience a kin to Comcast.
Twitter Contests
Create simple contests on
Twitter to drive conversations
around BMOre. Theme ideas
include:
Money Mondays - tweet money
concerns and how they want to
BMOre, using #BMOre.
Rainy Day Funds - ask people
what they would do with an
extra $50 using #RainyDay.
Favorite tweets would win
BMOre swag.

33. Sustaining / Social / Pinterest

34. Sustaining / Social / Content
Campaigns
Leverage partnerships:
Content Ideas General
- Beemopedia
- BMOre in Action Sweeps
- BMOre Vision Board
- The Bulls
- Blackhawks
- Northwestern
- University of Wisconsin
- White Sox
- Bears
- Marcus Center
- BMO Harris Bradley Center
- Caption contests
- Polls
- Financial tip of the day (guidance)
- Customer service
- Announcements
- Infographics & links
- Community involvement
- Twitter feed

35. Social / Drivers
Drivers to Social Media
In order to grow the fan base on social networks:
- Email your most valued consumers
Hi
- Site banners and interstitials
throughout the BMOHarris.com website
and online banking
- Site banners on all BMOHB microsites
- Tag TV, radio and OOH
- Online and mobile ads
- In-branch signage (in-branch plasma
displays, drive-up teller envelopes,
employee name tags, deal plate, teller
topper, window decals, muzak)
- ATMs (screens & receipts)

36. Sustaining / Social / Display

37. Wrap up
Web / Microsite
Social
Digital OOH
LBSN
Display Ads
Mobile