PAUL NAOUM – JACKSON BOONE – TAD CASTELLOW – WADE KING

Introduction

• Family owned bank• 5000 employees, 2 banking brands,

and 400 brands in 19 states• Known for conservative reputation• Stable and secure with superior

performance

Mobile Banking

• Launching in Q1 of 2011• Typical transactions includeBalance Lookups, miniStatements, &Internal transfers

Objectives

• Within the first six months have 25% of current FCB customers using the service at a minimum of 3 times per month.

• By six months, 75% of FCB customers should know the service exists.

• By six months, 25% of non-FCB customers should know the service exists. 

• After the first three quarters of launching the mobile app, 95% of customers should be satisfied with the service

Target Market

• Business professionals in larger cities in states where FCB operates

• Age 25-35• Minimum Income: $40,000

Johnnie Utah• 28 Year Old Single Male• Annual Income: $45,000• Education: BS, MSA/CPA• Single, Conservative, Accountant• Works at Price Waterhouse Cooper in Raleigh, NC• Works long hours especially in late Winter and Spring

(tax season) • Lives in a Townhouse in Uptown Raleigh• Generation Y• Uses his Droid for E-mail, Work Related Activities,

Fantasy Football, Online Dating, Weather Reports, Online Trading, iTunes, Facebook

Emily Chang• 33 Year Old Married Female with

No Kids• Income: $200,000• Education: BS/BA, MD (still paying off student loans)• She is a Hematologist at Washington Hospital Center In

Washington D.C.• Works Sporadic Hours and Long shifts is always on the go• She lives in Arlington, VA in a 2 Bedroom 1.5 Bath starter

home with her husband• Generation X• Uses her Black Berry Storm for: E-mail, Messaging, GPS,

Restaurant Reviews, Online Shopping, Message Boards, YouTube, Twitter

Creative Strategy

• Image• Inherent Drama• Preemptive

Communication Channels

• Magazines• Internet• Billboards• Direct Mail• In-Branch Ad Placement• First Citizens Mobile Banking Bowl• Radio

Magazine

• Money Magazine– $575,400– CPM 140

• Parade Magazine– $2,233,483– CPM 48.7

• Better Homes and Garden– $789,556– CPM 108.04

Samplemagazineadvertisement

With First Citizens Mobile Banking, the most secure way to bank on the go is now available at your fingertips, ANYWHERE

Internet

• Roadblocks on websites of local newspapers and television stations

• Roadblock on FCB Online Banking website

• Social Media– Facebook– Twitter

Sample Internet Ad

First Citizens Bank Mobile Banking

Social Media

• Facebook• Twitter

Billboards

• Placed in cities where FCB operates• Located in places where targeted

consumers will see them on the way to work

Stable. Secure. Anywhere.Mobile Banking from First Citizens Bank

Direct Mail

• Advertising materials inserted into each person’s monthly statement

• Maximizes impressions without spending extra on postage

In-Branch Ad Placement

Manage Accounts Pay Bills Transfer Funds Secure Reliable Credit Card Text Commands Free for ANY phone

In-Branch Ad Example

In-Branch Ad Example

When you need usWherever you

need us

Mobile Banking From

Printed Materials

• Deposit slips, ATM Receipts, Bank statements

Radio Advertisement

First Citizens Mobile Banking Bowl

First Citizens Mobile Banking Bowl

Mobile Banking Bowl (cont.)

• It will be in Charlotte, NC• Replacing the Meineke Car Care Bowl• Comparable bowl games average

6,000,000 viewers each.• Est. Cost $1,000,000• Kiosks, handouts, prizes and a

halftime ceremony

Media Plan January February March Medium Cost(Est.) 26 2 9 16 23 30 6 13 20 27 6 13 20 Magazines Money $575,400 Parade $2,233,483 Better Homes and Garden $789,556 Internet Advertising Roadblocks on local newspapers and network television stations' websites $240,000.00 Roadblock when logging on to FCB Online Banking $500.00 Billboards $150,000.00 In-store posters and placards $76,000.00 Direct Mail (in banking statements) $25,000.00 Teller scripts $0.00 Ad placement on all deposit slips, receipts, bank statements, etc. $0.00 Ads during ATM Transactions $2,000.00 Radio: Top 40, Mix, Rock, Country $116,400.00 Morning Shows and Ride Home Social Media Campaign $25,000.00 First Citizens Mobile Banking Bowl $1,000,000.00

April May June 27 3 10 17 24 1 8 15 22 29 5 12 19

KEY Once Once per person Once per day Continuous

Total Cost: $5,233,339.32

Conclusion

• Our media plan included a broad range of communication channels and strategies with which we hope to maximize the impact of our message

Questions