1. Campaign for Nittany Bank January – April 2012 IN BANKS WE TRUST Taylor Havlisch & Emily Pasi

2. The Problem  Lack of trust in the banking industry  Target: State College banks  Contributors:  Mortgage crisis  Madoff scandal  Remaining lack of transparency  Grassroots movements (i.e. Occupy)

3. News Media Analysis  Content analysis of national/local news media for National Penn and Nittany Bank for three month period  Results of media analysis for Nittany Bank/National Penn:  259 articles published  97% came from outside news sources  82% of articles mentioning Nittany Bank or National Penn had a positive tone  63% had a positive tone toward the banks specifically  58% of articles on finance and earnings

4. News Media Analysis  Results as compared to other participating State College banks (on average):  93 articles garnered between the 11 participating banks  7 banks received local media coverage  61% of articles written on State College banks were mostly positive  33% of articles written on State College banks were on finance and earnings

5. Social Media Analysis  Facebook  “Nittany Bank, Division of National Penn” 87 Likes  “Nittany Bank Nookie Monster” 236 Likes  Only two posts (January to April)

6. Social Media Analysis  Twitter, @Nittany Bank  Profile picture: Ed Conklin  Homepage link available  Posts are infrequent: Sept., Oct., January

7. Social Media Analysis  Nittany Bank Blog, Networked Blogs  Most recent post, 2 years ago  Enrollment in Visa Extras  YouTube  No channels  Video presence: Nookie Monster Spikes promo

8. Social Media Recommendations  Facebook  Include friendly employee profile picture  More consistent posting  Post interactive questions (i.e. “Fill in the blank: I volunteer in my community by_________.”  Post more photos, especially Nookie Monster  Provide links to homepage and other social media accounts

9. Social Media Recommendations  Twitter  Clarify who maintains account  More frequent and consistent tweets  Use hashtags  Follow local businesses and other groups with ties  Interactive posts (i.e. questions and games)

10. Social Media Recommendations  Blog  Provide link to company homepage  More frequent and consistent posts  Posts provided by multiple employees  Post about current events in industry and Nittany Bank community involvement

11. Social Media Recommendations  YouTube  Create own YouTube channel  Document future events, edit footage into clips  Content can include employee spotlights, Nookie Monster promos

12. Pre-Campaign Survey Results: State College Community Members  50% agreed/strongly agreed to trusting the banking industry to do what is right  34% had a quit a lot/great deal 0f confidence in State College banks  32% agreed/strongly agreed they were aware of State College involvement in community service

13. Pre-Campaign Survey Results: State College Community Members  33% agreed customer service was the most important aspect of a bank  43% agreed using social media would benefit banks  47% felt media negatively affected their perception of the banking industry

14. Pre-Campaign Survey Results: State College Community Members  43% of respondents who were members of a local bank, agreed customer service was the most important aspect of a bank  Strong positive correlation between “I believe to treat people fairly and justly” and “I trust banks to do what is right”

15. Pre-Campaign Survey Results: State College Community Members  52% agreed/strongly agreed to trusting local banks more than national banks  Of those community members who agreed social media would benefit banks, 69% said media either positively or negatively affected their perception of banks

16. Pre-Campaign Survey Results: Penn State Students  73% agreed/strongly agreed they trust banking system to do what is right  40% had quite a lot/a great deal of confidence in State College banks  67% disagreed they were aware community service done by State College banks

17. Pre-Campaign Survey Results: Penn State Students  30% agreed customer service was the most important aspect of a bank  51% agreed/strongly agreed social media use can benefit banks

18. Pre-Campaign Survey Results: Penn State Students  For those that agree media positively influences their perception of banks, 81% agreed/strongly agreed social media use is beneficial  Strong positive correlation between “I trust my bank to do what is right” and “My bank is responsive to my customer service needs”

19. Pre-Campaign Survey Results: Penn State Students  Significant effect of type of primary bank on level of confidence in banks  Respondents who have a national bank as their primary bank have a slightly higher confidence in banks.

20. Campaign Goals and Objectives  Goal: To improve the overall trust of banks in State College  Objective 1: To be involved in events between February 15 and April 15, 2012 for the banks the class is working with this semester  Objective 2: To obtain positive media coverage about the State College banks by April 15, 2012

21. Campaign Goals and Objectives  Objective 3: To spread the word about the community efforts of State College banks to at least 10 percent of the student body at Penn State’s University Park campus by April 15, 2012  Objective 4: To increase the State College community’s awareness of the community service efforts of banks in State College by 15 percent

22. Campaign Goals and Objectives  Objective 5: To increase Penn State students’ awareness of community service efforts of bank in State College by 15 percent  Objective 6: To increase the community members’ level of confidence in State College banks by 15 percent  Objective 7: To increase Penn State students’ level of confidence in State College banks by 15 percent

23. Event Goals and Objectives  Goal: To host a successful semi-annual Community Shred Event on Saturday, April 28, 2012  Objective 1: To increase attendance at the Community Shred Event by 30 percent more than last year’s event  Objective 2: To enroll ten new customers in the Nittany Bank E-Statement services during the Community Shred Event

24. Campaign Strategies  Plan and execute bank events  Media push  Campus and local publicity

25. Campaign Tactics  Fact and lollipop distribution State College banks completed 7,313 hours of community service in 2011. Tweet this fact to @ITrustBanksPSU for a chance to win a $25 Amazon gift card!  Press release to Centre Daily Times  Sandwich board display  Fact published in HUB publication

26. Campaign Tactics  YouTube video YouTube video  Social media contest  Twitter @ITrustBanksPSU

27. Event Strategies  Secure coverage of event  Inform attendees at event of E-Statement services

28. Event Tactics  Media list  Press release  Radio news release  Community calendar posting

29. Campaign Evaluation  Objective 1: To increase the State College community’s awareness of the community service efforts of banks in State College by 15 percent  Objective was met, 15% increase  Objective 2: To increase the level of confidence among State College community members in State College banks by 15 percent  Not met, but still increased by 13%

30. Campaign Evaluation  Objective 3: To increase Penn State students’ awareness of community service efforts of bank in State College by 15 percent  Objective was met, 24% increase  Objective 4: To increase the level of confidence among Penn State students in State College banks by 15 percent  Not met, still an increase of 9%

31. Campaign Evaluation  Objective 5: To be involved in events between February 15 and April 15, 2012 for the 11 banks the class is working with this semester  Not met, involved with five  Objective 6: To obtain positive media coverage about the State College banks by April 15, 2012  Not met, not coverage as whole but individually

32. Campaign Evaluation  Objective 7: To spread the word about the community efforts of State College banks to at least 10 percent of the student body at Penn State’s University Park campus by April 15, 2012  Objective was met, estimated final total of students reached was 6,344

33. Campaign Limitations  Limited amount of time to implement  Unable to secure HUB table  Did not get full participation of all of the banks a part of the campaign

34. Event Evaluation  Objective 1: To increase attendance at the Community Shred Event by 30 percent more than last year’s event  Objective was met, increased by 400%  Objective 2: To enroll ten new customers in the Nittany Bank E-Statement services during the Community Shred Event  Objective was not met

35. Event Evaluation  Secured Coverage:  3WZ (95.3 FM)  Centre Daily Times calendar  Voices of Central PA calendar  Central PA Visitors’ Bureau calendar  Centre County Gazette  StateCollege.com calendar  nittanyliving.net  Centre County Gazette calendar  WTAJ-TV calendar  WJAC-TV calendar  WWCP-TV calendar  WeAreCentralPA.biz calendar

36. Event Limitations  Need designated individual to document event  Prepare for overload of shredding truck  Objectives to focus on shred amount and money raised

37. Stewardship Plan: Campaign  Intermittently run smaller scale campaigns to remind community members/Penn State students of the positive aspects of banks  Emphasize community outreach efforts across the State College community  Provide marketing staff to write annual report

38. Stewardship Plan: Event  Emailing to available addresses  Follow-up “thank you” email to available addresses  Helpful banking tips, document storage tips  Invitations to upcoming community events  Nookie Monster appearances and updates

39. Conclusion  Used “In Banks We Trust” slogan to improve image of State College community banks  Penn State students/State College community members targeted for campaign  Level of trust and confidence measured before and after campaign implementation  Not all objectives met, but data shows overall increase in level of trust among students and community members

40. Thank you!