Team Hanky Bankies Zupeng Deng/ Benita Vaz / Limai Wu/ Siting Zhang MKT 465 Marketing project National Bank Trust Service 10/20/2016 1
Team Hanky BankiesZupeng Deng/ Benita Vaz / Limai Wu/ Siting Zhang
MKT 465 Marketing projectNational Bank Trust Service
10/20/2016 1
Key Finding
01Geographic CA consists of maximum percentage of our
customers at 37.34% followed by NY (10.63%), NJ (6.62%), FL (5.10%) and TX (4.22%)
02
0304
Demographic Married Professionals
Home-ownership 92% of customers are home-owners
Lifestyle Lead luxurious life Time spent in outdoor activities, gardening,
family activities, dining Travel for business as well as leisure
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CustomerAnalysis
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Concentration in industrial citiesAllocate marketing budget to CA, NY, TX.
•Highest number of customers (>450)
belong to comparatively crowded
industrial cities
• Houston
• Los Angeles
• Brooklyn
• San Francisco
• Chicago
• San Jose
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73%
61%
40%
45%
50%
55%
60%
65%
70%
75%
Our consumers Population
Marital Status
Recommendation:
• Design a new marriage trust and promote its benefits.
• For example, rich people can avoid certain amount of tax by building trust funds for their spouses.
• Additionally, the marriage trust can reduce divorce conflicts on property by designing related articles.
Married well settled professionalsDemographic of target customers
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30%
14.0%
10.0%
5.4%
5.0%
5.0%
Professional/Technical
Service Worker
Healthcare Professionals
Work from Home
Upper Management/Executive
Real Estate Professionals
Occupations*
* The NA has been excluded from occupations
Higher probability of home-ownership92% of customers are home-owners or probable owner
92%
80%
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
Our consumers Population
Homeowner
Recommendation:
• Bundle trust services and home insurance especially in high earthquake states such as California which makes up for a majority of our customer base10/20/2016 6
High-end luxury lifestyleGourmet Cooking, Health/natural Foods, Wines, Fashion Clothing, Home Décor, Etc.
57%
33%
0%
10%
20%
30%
40%
50%
60%
Our consumers Population
Luxury Life
Recommendation:
• Our customers believe in living a lavish life and self-indulgence
• Offering them 1-on-1 customized high-end services and improving their banking experience can be key to expansion and retention
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High interest in recreational activitiesInterested in family actives and gardening
52%
33%
0%
10%
20%
30%
40%
50%
60%
Our consumers Population
Family Activities
55%
48%
20%
25%
30%
35%
40%
45%
50%
55%
60%
Our consumers Population
Outdoor Activities
Recommendation:
• Collaborate with outdoor or fitnessclubs to offer customers free clubmemberships.10/20/2016 8
Travel for business as well as leisure
23%
12%
0%
5%
10%
15%
20%
25%
Our consumers Population
Travel for Business100%
63%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Our consumers Population
Travel for Vacation
Recommendation:
• Collaboration with airline companies for mileage benefits.
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SegmentAnalysis
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Customer Segment
High-flyers
• Commonly known as Generation X (Age group 36-51)
• Bigger families, Health freaks
• Family oriented
Dynamos
• Commonly known as Millennial (18-35)
• Smaller families
• Career focused
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StrategicRecommendation
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Product
• Diversify product offering - marriage trust fund, bundled trust funds
Price
• Premium pricing strategies
Placement
• Leverage resources in Houston, Los Angeles, Brooklyn, San Francisco, Chicago.
Promotion
• “Live Life” campaign for highflyers
• “Dwell safe” campaign for dynamos
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Membership Benefits• Free Club Celebrity Membership
• Fitness centers, Outdoor sports, weekend getaways
• Social Events with other Members• Family get-togethers
• Global Travel Opportunities and Discounts• Travel Certificates, gift-coupons
Marketing Campaign – “Live Life”Targeting Highflyers - “Because you deserve to enjoy“
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Bundling home insurance and trusts
As more people become educated about estate
planning, trusts become an attractive option for
homeowners interested in passing along their homes
and other property to loved ones and heirs without
subjecting them to the public, expensive, and time-
consuming probate process.
Marketing Campaign – “Dwell safe”Targeting dynamos – Assured and Insured for life
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