Marketing Planning Meeting Periodic Marketing Review Marketing Management – Marketing Planning Meeting Marketing Planning Meeting Periodic Marketing Review Periodic Lead Generation Review Periodic Social Media Review Description: This workflow describes all the steps required to coordinate, prepare, and execute a Marketing Planning Meeting in order to evaluate the firm’s overall marketing strategy. Typically this meeting takes place on an annual basis and is followed-up by a Periodic Marketing Review on a quarterly basis in order to ensure the team is tracking and monitoring progress to the goals laid out within the marketing plan on a regular basis. Process Checklist PREPARE ROLE TASK DETAILS/TIPS Client Service Associate Validate & Schedule Planning Meeting Due: 3 Weeks Before Meeting This process is generally initiated when the Advisor identifies that the firm needs a Marketing Planning Meeting. This could be based on the time of the year (i.e., a planning meeting at the start / end of every year) or based on a set reminder that prompts the team to launch the workflow on a regular basis Confirm meeting specifics with the Advisor (timing, duration, focus, location, attendees, etc.) Identify a potential date/time for the meeting and confirm that date with attendees If the list of attendees is long, this might require some rescheduling of previously-scheduled meetings in order to find a time that works for everyone Book the room, resources, and attendees for the meeting Confirm the technology that is needed for the meeting (i.e., webex, AV, etc.) Advisor Review Firm’s Marketing & Set Goals Due: 2 Weeks Before Meeting Review the firm's client base and growth rate, including the following metrics: Evaluate the firm’s target client segment and persona Assess the profitability and preferences of the client segment when it comes to marketing, sales, meetings, and communications Assess any past marketing campaigns for learnings Identify and evaluate any successes or areas for improvement Identify firm’s growth goals and opportunities Compare different analyses and learnings to identify more strategic, high-level marketing goals based on the opportunities available to the firm Determine the marketing activities to meet those goals This is an exercise in identifying specific lower-level activities which will allow the firm to achieve those high-level strategic marketing goals seic.com/advisors © 2015 SEI. This information is proprietary.  No further distribution is intended.

Marketing Planning Meeting Periodic Marketing Review Marketing Management – Marketing Planning Meeting Marketing Planning Meeting Periodic Marketing Review Periodic Lead Generation Review Periodic Social Media Review Process Checklist PREPARE ROLE TASK DETAILS/TIPS Advisor Create Marketing Plan & Agenda Due: 1 Week Before Meeting Draft a marketing plan comprised of 4 key elements: Current A, B, and C client list Number of clients, types, and frequency of face-to-face touches Firm growth and projections report Current Growth – AUM, number of new clients, new net cash Future Growth – AUM goal, redemption impact, market impact, number of new clients needed to reach goal Marketing activities and budget report Editorial calendar, campaign requirements, budget, audience, and projected new clients Revenue impact analysis Calculation of revenue impact based on all client, growth, marketing reports and analyses “Marketing Planning Guide” template (right-click underlined text to open hyperlink to template) Draft meeting agenda Organize and prepare materials for distribution at the meeting Process Checklist CONDUCT ROLE TASK DETAILS/TIPS Advisor Conduct Planning Meeting Conduct the meeting utilizing the meeting agenda to guide the discussion Review agenda – To set expectations about what’s going to be discussed and what the goal of the meeting will be Present plan to team Identify gaps in plan or assumptions – To allow the team to stress test the plan for anything that might’ve been overlooked in the planning process Collect feedback and identify changes to plan – To ensure everyone has contributed and feels empowered to move forward with the plan Obtain team sign-off on plan seic.com/advisors © 2015 SEI. This information is proprietary.  No further distribution is intended.

Marketing Planning Meeting Periodic Marketing Review Marketing Management – Marketing Planning Meeting Marketing Planning Meeting Periodic Marketing Review Periodic Lead Generation Review Periodic Social Media Review Process Checklist FOLLOW-UP ROLE TASK DETAILS/TIPS Advisor Oversee Tasks to Execute Marketing Plan Due: 1 Week After Meeting Review meeting notes and incorporate any changes to the plan Redistribute the updated plan to team for reference and file it for record-keeping purposes Identify reports for tracking progress to goals To help streamline the reporting process, consider developing automated report templates that can be used for the Periodic Marketing Review Assign follow-up tasks to team members Ensure every team member is aware of what role they play in ensuring the plan is executed and implemented on If changed behavior is required of any team members, set reminders to periodically check-in to monitor and ensure appropriate efforts are being made Launch the "Periodic Marketing Review" workflow Typically this is launched on a quarterly basis to track the objectives and goals laid out in the plan seic.com/advisors © 2015 SEI. This information is proprietary.  No further distribution is intended.