Multi-Channel Marketing: Best Practices for Building Financial Education into your 2019 Strategy

Transcription

1 Multi-Channel Marketing: Best Practices for Building Financial Education into your 2019 Strategy November 2018

2 1 Introductions + Overview 2 Building a Marketing Strategy Agenda 3 Optimizing Your Channels 4 Audience Q&A 5 Thank You 2

3 Speaker Introductions Featured Panelist Liz Vargas Marketing Director, Financial Education Heather Nyheim Sr. Manager Customer Success Wrynn Valentine Reynoso Financial Wellness Advocate 3

4 Today s Featured Partner $4.3 Billion in assets 320,000 Members 17 Branches 4

5 Quick Poll #1: What marketing tactics are you currently using? q outreach (75%) q Social media (89%) q Website promotions (73%) q Blogging/syndicated content (27%) 5

6 STRATEGY Building Your Marketing Strategy 6

7 Step 1: Plan Ahead STRATEGY Estimate Align Evaluate What s needed while 2019 budgets are in development. Your internal stakeholders, target audiences, and program goals. While 2018 campaigns are wrapping for the year. 7

8 Step 2: Think Seasonally Q1 HIGHLIGHT: SAVINGS The first quarter of the year sees peaks in interest around savings and retirement. Many consumers want to start the year out on a strong financial footing and seek resources to help them do so. STRATEGY JANUARY FEBRUARY MARCH RETIREMENT 101 Consumers start the year with resolutions to achieve better financial planning habits. There s no time like the present to start planning for the future. OTHER TIMELY TOPICS Social Security Estate Planning BUILDING EMERGENCY SAVINGS It s important to set aside money for the unexpected. Inspire your consumers to make this a priority in the new year. OTHER TIMELY TOPICS Budgeting Tool Savings TAXES Don t let March go by without talking about Taxes! Many consumers file last minute or request extensions and will be thinking about how to spend (or save!) their return. OTHER TIMELY TOPICS Identity Protection Insurance 8

9 Redwood Credit Union Campaign Timing STRATEGY Monthly and bi-monthly focused campaigns, grouping learning modules around seasonal topics. Feb/ Mar Home Buying Education focused on getting ahead of peak buying season - for new and repeat buyers! Aug/ Sep Back to School Messaging to spark interest in continuing education, no matter your age. Apr/ May Spring Cleaning A campaign focused on driving members of all ages to clean up their finances. Oct Fall Fun Tools and education that help members budget for fall activities. Jun/ Jul Summer Spending Tips and strategies to help members manage increased summer expenditures. Nov/ Dec Holiday Spending Education and resources to help members prepare for an increase in purchases. 9

10 Step 3: Use EVERFI Resources STRATEGY As an EVERFI partner, you have access to our Partner Resource Center, a vault of marketing and implementation assets, templates, and guides to plan and execute on your financial education strategies. Seasonal Marketing Calendar Quarterly Marketing Toolkits Module Marketing Libraries 10

11 CHANNELS Optimizing Your Channels 11

12 Recommended Channel Strategies CHANNELS Social Media Marketing Website Integration 12

13 Strategy 1: Social Media 13

14 Why Social Media? CHANNELS In an EVERFI study of partner social promotion, partners that promoted the program on social media saw substantially higher results than their counterparts that did not promote. 15x higher 11x higher 25x higher Enrollments Modules Started Modules Completed 14

15 Facebook CHANNELS Highlight a moment - Spark a conversation - Build a community % of Adults on Facebook: y/o: 40% y/o: 45% y/o: 65% 65+ y/o: 41% Pew Research Center. (2018). Social Media Use in

16 Instagram CHANNELS Raise Awareness - Visualize Tips - Build Loyalty % of Adults on Instagram y/o: 65% y/o: 40% y/o: 31% 65+ y/o: 10% Pew Research Center. (2018). Social Media Use in

17 Twitter CHANNELS Grab attention - Encourage Action - Stay Relevant % of Adults on Twitter y/o: y/o: y/o: 65+ y/o: 40% 27% 27% 8% Pew Research Center. (2018). Social Media Use in

18 EVERFI Social Media Resources CHANNELS The EVERFI Partner Resource Center provides a one-stop shop for all of your marketing needs. Explore our suggested messaging, stock photography, and graphics templates to get a jump start on your next social media campaign. Visit: atwork.everfi.com 18

19 Strategy 2: Marketing 19

20 Why Marketing? CHANNELS In a Financial Brand study of Marketing tactics, analysts found that s about financial education performed significantly higher than acquisition and service oriented s. Particularly when it came to the following: 5x higher 8x higher 2x higher Open Rates Click Through Rate Click to Open Rate The Financial Brand. (2018). 12 Essential Benchmarks for Financial Marketers. 20

21 Partner Spotlight: Redwood Credit Union CHANNELS Educate Yourself: Money Management Spring has finally sprung! And along with the blooming wildflowers, there s usually plenty of yard work, dusting, and decluttering to be done around the house. But what about your financial house? If you re looking to get a fresh start with your finances this season, take a look at our Money Management resources below. These quick, interactive exercises will help you: Start and grow your emergency savings Dust off your credit report Evaluate your risk for identity theft Go paperless and streamline bill payments Check out these tools and get on your way to a fresh start today! Start my spring cleaning 21

22 EVERFI Resources CHANNELS Each seasonal toolkit in the EVERFI Partner Resource Center features a fully customizable template, complete with guidance on where to place deep links to encourage audience engagement. Visit: atwork.everfi.com 22

23 Strategy 3: Website Integration 23

24 Why Website Integration? CHANNELS In an EVERFI study of partner deep linking and website integration, partners that directed their users directly into a particular playlist or module saw substantially higher results than their counterparts that only promoted their landing page. 14x higher 14x more 23x more Enrollments Modules Started Modules Completed 24

25 Quick Poll #2: What product is your TOP marketing priority in 2019? q Auto Loans (10%) q Mortgages (21%) q Credit Cards (9%) q Business Loans (24%) q Other (36%) Write-ins: Direct and Term Deposits, Checking Accounts 25

26 Best Practices for Website Integration CHANNELS Your Financial Education Center Navigational Deep- Links Your Website Retirement Playlist Investments Module Insurance Module 26

27 Partner Spotlight: Redwood Credit Union CHANNELS There is no such thing as too many entry points! 3 Online Banking 1 Navigation Bar 2 Product Pages 27

28 EVERFI Website Integration Resources CHANNELS When you re ready to promote your campaign on your website, check out the EVERFI Partner Resource Center for templates to get you started. Complete with suggested copy and imagery, you can customize them or use them as-is to save time. Visit: atwork.everfi.com 28

29 Results from Redwood Credit Union 29

30 Campaign Results: Redwood Credit Union RESULTS 30

31 What Comes Next? 31

32 What Comes Next? Questions Additional Questions? Contact your Customer Success Manager. Recording Here s the link to the recording of the webinar. Slides Visit the Partner Resource Center to share the slides with your colleagues. 32

33 Don t Forget: Use EVERFI Resources STRATEGY As an EVERFI partner, you have access to our Partner Resource Center, a vault of marketing and implementation assets, templates, and guides to plan and execute on your financial education strategies. Seasonal Marketing Calendar Quarterly Marketing Toolkits Module Marketing Libraries 33

34 Audience Q&A 34

35 Thank You! Best Practices for Building Financial Education into your 2019 Strategy November 2018