Creative Work Plan

Provident Bank of Maryland

Small-Business Internet Banking Cross-sell Direct Mail

Background ■ Encourage customers to enroll in Small-Business Internet

Provident began offering Small-Business Internet Banking Banking by visiting us online at provbank.com or calling us at
during the summer of 2003. The Provident product is priced 1-888-TOP-BANK.
at the low end of the competitive scale (although some large ■ Provident will follow direct mail effort with outbound calling
banks offer the service free-of-charge) and is highly functional. campaign.
■ Provident will work with [the agency] to schedule two direct
Opportunity mail drops so that outbound calling can be spread over a
Direct mail provides us the opportunity to extend Internet- reasonable time frame.
based banking to our business checking customers as another
of our customer-oriented services, as well as to deepen and Rational Appeal
expand our relationships with this customer base. I need to find a more efficient way to manage my company’s
finances. I don’t want to spend a lot of time waiting in bank lines
Objectives or trying to get my bank on the phone. I’d really like to be more
To acquire 50 new Small-Business Internet Banking customers. productive and focus attention on my business. That’s why I like
Provident’s Small-Business Internet Banking. I get a lot of functional-
Strategies ity and convenience for just $5.95 a month.
■ Create awareness of Small-Business Internet Banking among
our business checking customers. Emotional Appeal
■ Leverage customer value—you get a lot of functionality for What a great time to be a Provident customer! With my
just $5.95 a month. bank’s Small-Business Internet Banking, I will be able to man-
■ Leverage customer convenience and money management/ age a lot of details quickly, efficiently, conveniently … so I can
cost savings opportunities. spend more time focused on living my life aside from running
■ Leverage easy online sign up to overcome customer inertia. my business. Because they offer this service and mailed me a
postcard to make me aware of it, I feel valued as a customer.
Tactics
■ [The agency] will design a post card that will be mailed to Target Market
business checking customers. The target market for this project will be Provident busi-
■ Communicate that Small-Business Internet Banking provides ness checking customers who do not already have our Small-
a high level of functionality and much convenience for a Business Internet Banking Service and are deemed likely to
nominal cost—just $5.95 a month. purchase the service.
■ Bill payments are unlimited so you pay no additional check fees.
■ Save money on postage and checks; after all, the service Mandatories
costs are less than a book of stamps. ■ Member FDIC.
■ Better manage your company’s finances. ■ Provident Bank logo.
■ Save time by being able to manage your accounts, 24-hours- ■ 1-888-TOP-BANK.
a-day, seven-days-a- week, from your home or office, instead ■ www.provbank.com
of visiting a branch. ■ Communication through brand voice:
■ Create awareness of product features: — Helpful.
— View balance and detailed transaction information. — Strong/stable.
— Pay bills from anywhere you have Internet access. — Friendly/approachable.
— View images of paid checks. — Knowledgeable.
— View your entire business banking relationship on one screen. — Trusting/sincere.
— Get stock quotes. — Responsive.
— Transfer funds between Provident accounts. — Efficient.

Approving creative work plan and providing critical information by dates and times indicated ensures ability to meet other timelines; not meeting
critical dates and times will result in adjustment of timelines accordingly.

___ I approve this Creative Work Plan as is. ___ I approve this Creative Work Plan with changes indicated.

________________________________________________________________________(Signature) _______________________(Date)
 TimeLine
Provident Bank of Maryland
Small-Business Internet Banking Cross-sell Direct Mail

Promotion Task Due Responsibility

Kick-off meeting 02/18 Mary/John/Kim/Andy

Meeting to discuss selection strategy between product manager 02/18 Mary/John/Kim/Andy

and data analyst.

Product management strategy defined. 02/18 John

Strategy finalized and preliminary counts made available. 02/19 John/Andy

First draft of CWP to product managers. 02/26 Kim/John

First draft of CWP changes to MarCom. 02/27 John/Kim

Second draft of CWP to product managers. 03/01 Kim/John

Final approval of CWP to MarCom. 03/02 John/Kim

MarCom sends CWP to direct mail manager. 03/02 Kim/Mary

Direct mail manager forwards CWP to vendor to set up project and 03/02 Mary/[agency]
begin writing copy.

Vendor sends first drafts of letters. 03/15 [agency]/Mary

Direct mail manager distributes first draft of letters to MarCom to 03/15 Mary/Kim
review for brand and strategy.

MarCom returns first draft of copy with edits/changes to direct mail manager. 03/17 Kim/Mary

Direct mail manager forwards edits/changes of first draft to vendor. 03/17 Mary/[agency]

Receives second round of copy from vendor. 03/19 [agency]/Kim

Direct mail manager distributes second draft of letters to MarCom 03/19 Mary/Kim
to review for brand and strategy.

MarCom approves distribution of letters to product manager. 03/22 Mary/John

Product managers return copy with edits/changes to direct mail manager. 03/25 John

Direct mail manager forwards edits/changes to vendor. 03/25 Mary/[agency]

Receive final round of copy from vendor. 03/29 [agency]/Mary

Direct mail manager distributes second round of copy to MarCom, 03/29 Mary
product managers.

Write Direct Mail News for next issue of Sales Talk. 04/02 Mary/John

Approve final copy changes and return to direct mail manager. 04/02 John/Kim

Final mail file due at [the agency]. 04/09 Andy

Approval to print materials due. 04/09 Mary

Binder invoice due at [the agency]. 04/14 Mary

Send final approval of copy to vendor. 04/26 Mary

Telemarketing files created. 04/26 Andy

Telemarketing files distributed. 04/26 Andy

Mail drop date. 05/07 [agency]

Telemarketing begins. Small Business