This document discusses how financial institutions can use mobile technology and data to better communicate with customers, drive growth, and increase profitability. It notes that over 90% of Americans now carry mobile phones and use them for various activities like texting, shopping, and checking email. The document then recommends that financial institutions analyze customer data to identify their most profitable customer segments. It suggests communicating with customers across multiple channels like statements, direct mail, and personalized digital messages to cross-sell additional products, increase customer lifetime value, and generate more revenue and higher returns on marketing investments. Specific engagement tactics highlighted include using QR codes and personalized URLs in communications to track customer responses and measure campaign results.

1. Over
280 million Americans
carry mobile phones – that's over
90% of the nation's population

2. 8 trillion
SMS/Text messages were
expected to be sent in 2011

3. Smartphone subscribers
using Mobile Internet
have grown 45% since 2010

4. 88% of the Millennials
text regularly- The Web has
become their primary source of
information

5. 73% of mobile users
are interested in shopping
from their phone

6. 45% of Web mobile use is
spent checking email

7. 30% of US households are
wireless only

8. Generating New Business
With Electronic Response Strategies

9. Let’s Talk About
• Growth
• Segmentation
• Technology
• Results

10. Growth
What are the objectives?
• Growth in Assets
• Growth in Loans
• Growth in ROA
• Growth in Profits

11. Profit as a Metric
• Not just for
corporations/business
• Key indicator for
success
• Check and balances

12. Do you know your members?
• Profitability
• Growth
• Retention

13. What do your most profitable
members look like?
• What percent of your members
are profitable?
• Which of them are the most
profitable?
• What attributes do they hold?
• What do they buy?
• Why?

14. How do you find more of them?

15. Transformation
• Use profitable members as model
for growth
• Grow the % of profitable members
• Objective:
• Better financial results
• Healthier credit union
• More engaged members
• More satisfied members

16. Successful Strategy
Member
Profitability
Solutions

17. Elements of Growth
• Sell more to your
profitable members
• Create more profitable
members from existing
members
• Add new profitable
members from outside
• Add new solutions

18. Lifecycle Communications
• Attract
• With one-to-one communications
• Retain/Convert
• With new offers
• Grow
• With relevant products
Multi touch communications
to offer more products

19. Statistics

20. How do you communicate with members?

21. Communication Channels
• Monthly documents:
• Statements
• e-statements
• Notices
• Loan bills, etc.
• Direct marketing
• Electronic marketing
(e-alerts)
• Among others

22. Maximizing Responses
1%‐2
Call to action: Reply Cards response
rate
2%‐4%
Toll Free
response
Numbers
rate
2%‐3%
Visits to the
conversion
Website
rate
8%‐9%
QR Codes response
rate
9%‐10%
PURLS response
rate

23. QR Codes/PURLS
QR Codes Personalized URLs
•2 dimensional barcodes •Website with variable
•easily scanned using any content
modern mobile phone •URL with recipients' name
www.SamSample.creditunion.com
Using data to generate better financial results

24. QR Codes/Personalized URLs
www.cathedralpurls.com/NAFCUGrowth

25. Process Flow
Instant
Response

26. The Results

27. Marketing ROI Example
Color promo page
Direct Mail Color promo page w/PURL, QR Code *
Documents Mailed 10,000 10,000 10,000
Marketing Messages 10,000 10,000 10,000
Response Rate 1.0% 3.0% 6.0%
Responses 100 300 600
Conversion Rate 30% 30% 40%
Sales 30 90 240
Revenue per order $300 $300 $300
Total Revenue $9,000 $27,000 $72,000
Marketing Cost per piece $0.55 $0.085 $0.205
Total Cost $5,500 $850 $2,050
ROI 164% 3,176% 3,512%
* Scans, logins are trackable for campaign measurement

28. Benefits of Enhanced
Communications
• Increase growth
• Improved profitability
• Data driven personal messaging
• Delivered across different channels
• Instant feedback
• Measurable results

29. Contact Information
Steve Miller
National Account Director- Financial Services
(315) 652-6230
smiller@cathedralcorporation.com
Maria Del Amo
Director of Marketing
(315) 652-6256
mdelamo@cathedralcorporation.com