| 1 Borrower Support Services for Alternative Financing Programs Session 4 _________________________ Marketing Borrower Supports & Measuring Success Patti Lind, Facilitator

| 2 Homework...  Develop a quick plan to market one borrower support service Identify Marketing method(s) Intended outcome Cost of implementation of marketing plan

| 3 The Challenge... Marketing a new line of services can be expensive. What marketing methods will give us the biggest impact and be considerate of our budget? Marketing methods – Determining who we’re trying to reach – Developing methods that are effective – Weaving new messages into existing marketing plan Establishing outcome metrics for marketing borrower supports – Participants – Measuring outcomes against portfolio performance

| 4 Determining Marketing Methods  Direct marketing methods + Establishing the target audience + Reaching the audience directly + Avoiding marketing pitfalls Free vs. Effective  Indirect marketing methods + Secondary marketing methods that augment primary methods

Outcome Metrics  Measuring effectiveness is different from counting participants – Understanding size and scope of market – Identifying outlets – Establishing a goal for hitting target audience Number of outlets for announcing borrower support Saturation  Goals should include – Short term outcomes Saturation of available outlets Number of participants Specific goal(s) related to type of borrower support | 5

Outcome Metrics, continued...  Long term outcomes Portfolio impact Number of applications Increased loan volume Decreased defaults specific to type of borrower support Demographic Impact Drilling Deeper – Drilling Wider Reaching new populations | 6

Sharing Progress Type of borrower supports to be implemented – Why? What impacted your decision? Staffing Marketing Methods Measuring Effectiveness | 7