1. Achievement:Solving Integrated Marketing Challenges to Bring PNC to ChicagoAMA ChicagoTuesday April 12th 2011Matthew GracieSVP, Marketing Operations and Integration ExecutivePNC Financial Services Group1

2. Agenda1. PNC Acquires National City2. The PNC Achievement Story3. Achievement: Our Story over the last twelve months4. The Chicago Go-To-Market Strategy5. Integrated Use of Agencies6. Bringing Achievement into the Branch Environment7. What we Achieved!8. Bringing it all Together2 3. PNC Financial Services - OverviewHeadquartered in Pittsburgh PA. Industry Rankings:Serving customers for over 150 yearsDeposits$183B 6thBranches2,470 5thOver 50,000 employees ATMs6,673 5th Retail Footprint covering nearly 1/3 of the US population One of the largest bank wealth managers Leader in middle market corporate and institutional banking National mortgage capabilities Significant ownership of BlackRock Provider of the innovative, industry-leading Virtual Wallet productDid you know?PNC has more newly constructed green buildings (more than 100) certifiedby the U.S. Green Building Council than any company on Earth.3 4. PNC Acquires National City1. Transaction announced in October 20082. Customer and Market Entry over 4 waves starting November 2009. Chicago in Wave 4 June 2010.3. Converted 6 million customers Retail, Business, Corporate, Mortgage, Wealth Management, Cards4. Completed 46 million touches across 1,000 + synchronized customer communications mail, email, statements, calling efforts5. Converted nearly 1,400 retail branches across 9 states6. Achieved $1.8 billion in acquisition related cost savings7. PNC now the 6th largest bank in the USA measured by deposits.4 5. The Achievement Story Our marketing strategy for the launch of PNC in Chicago reinforces our leadership position byfocusing on PNCs proof points and emphasizing our brand ideals of Ease, Confidence &ACHIEVEMENT Our approach was designed to build brand awareness with speed and deliver precision, focusAchievemen t and creativity with strong acquisition, growth and retention tactics: Consistent Brand executions Promotions and offers that drive quality Establish leadership in CFO (Cash FlowEaseConfidence Options) expertise Continue focus in Wealth Management 5 6. The Achievement Story Achievement is all about customers, not about us Achievement is different for everyone, and is very personal Achievement is every step along the way, not just the final destination Achievement is real, genuine Achievement is something people are already doing, to be celebrated and facilitated6 7. The Achievement Story Scalable Tangible Visceral FocusedRelevant to bothRelevant to The reason whyRefines thesaving $100 for immediate we get up in the company mantra an iPod and to short-term morning:into a call to investing needs as well as customers,action $100MM for a reaching long-employees,new productionterm goals shareholders,plant community7 8. Achievement: Our story over the last 12 months Lets go to the video tape. 8 9. The Chicago Marketing ChallengeMarketing Challenges Low Brand Awareness Limited Customer AdvocacyCustomers Simultaneous Market and Customer Conversion Customer Fatigue w/ Bank ConversionsCompetition Highly Competitive Market New Segments e.g.: Polish Medium Branch DistributionEmployees Employee Engagement Deal Lag9 10. The Chicago Go-To-Market StrategyMarketing Challenges Low Brand AwarenessHow will our brand resonate Limited Customer Advocacywith consumers?Customers Simultaneous Market and What are the market and media Customer Conversion opportunities? Customer Fatigue w/Can we consistently apply Bank Conversions our GTM model?Competition Highly Competitive Market How quickly can we achieve New Segments e.g.: Polish operational readiness? Medium Branch DistributionEmployees Employee Engagement Deal Laghow do we integrate our solution?10 11. Our Integrated Solution ..secret! Tried and tested over many conversions, in diverse markets and conditions. Codified and well understood. PNC Marketing Playbooks Delivery Chain POV sets expectations up and down stream. Customer Communications Roles clearly defined internal and In Branch Experiencevendors.Market/Media Analysis Highly connected to governance structure.Research Focused on known outcomes/reliable. Competitor Protocols BUT flexible to each newProject Management opportunity 11 12. The Chicago Go-To-Market SolutionMarketing ChallengesIntegrated Solution Low Brand Awareness Plan for Ubiquity Limited Customer AdvocacyMinimize Conversion DisruptionCustomers Simultaneous Market andLeverage tested launch model Customer Conversionused in integrations since 2005PNC Marketing Playbooks Multi-media approach integrated Customer Fatigue w/ with Corporate Communications Bank Conversionsand non-paid media activityCompetition Highly Competitive Market Competitor Response Process New Segments e.g.: PolishMulticultural Media & Outreach In branch Experience e.g.: Digital Medium Branch Distribution Engage in Launch Street Teams,Employees Employee Engagement Deal LagCommunity Events, PLUS Training,Customer Contact Intranet12 13. The Go-To-Market PlaybookPNC Customer/Market Conversion Playbook Introduce Impress & InspireInvite Create Passive Create ActiveCauseInstigateAwarenessAwarenessConsiderationAction LaunchCampaignIn branchBAU ConversionCampaignsPre DispositionCustomerMediaWelcomePre Conversion/Post ConversionMarket EntryConversion 13 14. The Chicago Go-To-Market Strategy14 15. The Chicago Go-To-Market Strategy15 16. The Chicago Go-To-Market Execution Included outreach to diverse populations 16 17. The Chicago Go-To-Market ExecutionGuerilla Marketing Tactics To create multiple consumer touch points and generate top-of-mind awareness Create positive buzz in the community Bring Achievement to lifeMultiple levels of street team/customer engagement Street team interaction distribution of PNC-branded premium items (ex: lip balm, snack bar, pom-poms at sporting events) Enhanced street team interaction distribution of high-end premium items (movie passes, free coffee) Event team interaction coordinated at a large market event ala Chicago Cubs that PNS is sponsoring or affiliated with (free ice skating day, free car wash day, free pedi-cab rides)17 18. Integrated Use of AgenciesDeutsch PNCs Agency of Record since 2009 Created a single brand platform maintain a long term brand view Integrated messages across media offline/online Integrated across lines of business corporate, retail, wealth Integrated within the company culture single stakeholder voice Design media plans and expression based on market opportunity value Take the design and brand voice lead from Deutsch and trans-create for cultural and language nuances 18 19. Bringing Achievement into the BranchesAll PNC branches received a new merchandising system, which is designed to create a brand-building, sellingenvironment Focuses investment on the teller line, where the largemajority of customer visits occur Enhances visibility for the banks most engagingmarketing materials Utilize multimedia: Shelf-space for offerings Targets at segment & local level19 20. Bringing Achievement into the BranchesProduct Promotions Line of Business Reinforcement Community Messaging Grow Up Great Multi-Lingual Local RatesCorporate MessagingSyndicated Content (News, Weather, Sports, Trivia)Transition Information Staff IntroductionGreen Branch Service Information 20 21. Integrated Solutions Deliver Results.PNC Brand Awareness Growth New Markets Market 1 High Opportunity200% Market 2 High Opportunity150%100%Growth Since Launch Market 3 Mature50%Market 4 Low Distribution Launch+1 Quarter+2 Quarters Quarter 21 22. Bringing it all together!My message to you today...Solving Integrated Marketing Challenges is not difficult. It just requires:- A deep focus on your brand for all stakeholders- Great process keeps you safe and consistent- Understanding and focusing on your desired outcomes- Making sure everyone involved is clear on their roleWhats the most valuable thing you can do as a result of hearing this presentation.?Document and communicate what you are good at!Seriously, spend the time to understand how you dowhat you are really good at.I know its a low tech answerbut it works! 22 23. Achievement:Solving Integrated Marketing Challenges to Bring PNC to ChicagoThank You!23