PowerPoint - Executive Marketing & HR Review

2020

Marketing & HR Executive Strategy Meeting August 26, 2020

Meet the Marketing Department Thomas Holmes, Senior Vice President Chief Marketing & Communications Officer

Anissa Evans

Hailey Boyer

Katie Jenkins

Jared Short

Marketing Manager

Marketing Coordinator

Marketing Coordinator

Digital Marketing Specialist

Marketing Agenda Conquering the Trail

Thomas Holmes

Improving the Pace

Katie Jenkins

Navigating the Way

Anissa Evans

Surveying the Landscape

Thomas Holmes & Jared Short

Mastering a New Path

Hailey Boyer

Exploring New Horizons

Thomas Holmes

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Conquering the Trail Thomas Holmes

We’re using our GPS.

Improving Our Pace

To know we’re moving in the right direction, we need to know where we are at all times. We do this by tracking your performance across online and social platforms.

Using Our GPS

Katie Jenkins

Thomas Holmes & Jared Short

Navigating Our Way Anissa Evans

Mastering a New Path Hailey Boyer

Exploring New Horizons Thomas Holmes

Digital Marketing

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Higher Visibility – Search Engine Optimization

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Social Survey – Mortgage Reviews

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SharePoint

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Google My Business

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Facebook

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getevolved.com

HIGHER VISIBILITY

GUEST PRESENTER ERICKA MILFORD Director, Brand Success

SOCIAL SURVEY

GUEST PRESENTER BEN HEAD

Customer Success Manager

Mortgage

Business Card Request

SharePoint •

Simplifies Communication

•

Automates tasks and provides easy access to resources

•

Directory headshots

•

Clean & intuitive design updated by marketing

Human Resources Staff Directory

Google My Business •

All 28 Home Loan Centers

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4 Banking Centers

•

3 Financial Centers

•

All verifications require physical registration at all locations

GMB Display Image

GMB Panel • • • • • •

Reviews Address Hours Weblink Phone Number Map Location

Search Engine Listings • Links to Webpages • Map Locations • Contact Info

Home Loan, Financial and Banking Center Profiles

Google My Business •

Customers leave 1-5 star reviews

•

All reviews are replied to promptly and convey gratitude and communication

•

5-star reviews = more trust and reliability

•

Customer outreach has grown tremendously as a result of investing into Google My Business

450% Average Monthly Call Volume

Measured Over Past 2 Years*

150% Average Monthly Site Visits Measured Over Past 2 Years*

1,017+ Google Reviews 4.9+ Avg. Rating

Across All 35 Locations*

Facebook •

Unique location pages for all 28 Home Loan Centers

•

All Financial and Banking Centers

•

All locations are kept accurate and up-todate

•

Newsfeeds share Social Survey reviews and important updates

•

Map listings with contact information

Home Loan Center Pages

Address, Hours, Phone Number

Social Survey Reviews

2,024 Likes on Facebook

Awards

Community Engagement

Events

New Hire Announcements (LinkedIn also)

Facebook •

Community involvement

•

Internal news

•

Great for keeping our followers updated on happenings and events

getevolved.com •

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Information About All Home Loan, Banking and Financial Centers Social Survey and HigherVisibility work together to provide high-performing content and reviews

Customized Header Image (Relative to location)

Lenders at Location Bio Service Offerings GMB Location Map Social Survey Testimonials

Financial and Banking Center Info (All Locations)

getevolved.com •

Personalized webpages for every lender

•

Plenty of opportunities to get in touch with lenders

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Opportunities to apply for a loan or get pre-approved

Customized Header Image

(Relative to location)

Lender Contact Information Personalized Lender Bio Application Links Social Survey Testimonials

getevolved.com •

Linkable Assets

•

Provided by HigherVisibility

•

Content identifies Evolve as thought leaders in space of Banking/Mortgage

•

Visualization of information makes concepts easy to consume and share

Linkable Assets

getevolved.com •

Blog

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Content provided

by HigherVisibility

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Content posted is exclusive to our site and reaffirms our bank as a thought leader

•

12 scheduled to be posted over the next 6 months

Looking Ahead: Blog Posts

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We’re navigating our way.

The mortgage business is very complex. As things change from day-to-day, we provide the marketing support our lenders and managers need to keep moving and selling.

Conquering the Trail Thomas Holmes

Improving Our Pace Katie Jenkins

Using Our GPS

Thomas Holmes & Jared Short

Navigating Our Way Anissa Evans

Mastering a New Path Hailey Boyer

Exploring New Horizons Thomas Holmes

Mortgage Review

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Mortgage Asset Strategy Sales Enablement Strategy Marketing & Sales Alignment Recruiting, Onboarding & Retention

All things Mortgage Marketing Marketing technology Multi-channel marketing Sales Enablement Brand awareness Compliance monitoring

Marketing Wheel

Mortgage Marketing Asset Strategy

Expanded Marketing Assets

Streamlined marketing request process

Established Content Management

SharePoint Mortgage Marketing Library

40+

User Friendly, one-stopshop

social media graphics

Easy navigation Compliance-approved material Proactive marketing approach Deploying creative, Timely, & Relevant messaging that matters

175+ marketing assets

27

Marketing Categories

+80%

created 2019

Unique Content Black History Month Low Rates COVID-19 Low & Moderate Income

Working smarter, not harder.

Improved efficiency for supporting 130+ lenders and managers Reduced turn-time on marketing requests Leveraging marketing technology to promote self-serve marketing anytime, anywhere.

More time to focus on customized requests

400+

Marketing requests completed since 2018

Mortgage Sales Enablement Strategy Improved Relationship Engagement

Positioning as Industry Experts

Published customer experiences

CRM & Marketing Automation Relationship since 2015 but more engaged since 2018 Customer Relationship Management (CRM) System for helping lenders manage relationships with prospects, customers, and clients.

Directly integrated with Encompass Provides marketing automation & personalized campaigns Branded and compliant approved material

1.2M+

Automated marketing emails sent since June 1.

230k+

flyers ordered from the store.

70+ Flyers on Usherpa

% 46 Designed to new brand standards

% 80 Lender adoption

Digital Sales Enablement Integrated reviews to social media platforms Sharing unique content to drive traffic to our blog site.

Sharing content from Industryleading publications.

Customer reviews

Every little bit helps; Our lenders don’t have to be savvy but there’s ROI in what this does.

BLOGS

provide lenders with unique content.

` Improved Internal communication, coordination & collaboration activities

Deeper cooperation with external vendors

Implemented Education & Training Program

Internal email marketing In April 2019, we began weekly communication to educate lenders on new marketing materials available.

SALES Internal Collaboration Coordination Since mid 2018 Marketing has a presence in all sales discussions resulting in high levels of engagement with leadership, the field, and key work partners.

Biweekly Leadership meeting

Establish and review sales goals.

Monthly Market Managers Meeting

Biweekly Lenders Meeting

Monthly Advisory Group meeting

Vet feedback to Identify pain points and Critical marketing needs.

MORTGAGE MARKETING

Biweekly Coordination meetings

Develop and deploy marketing activities.

EXTERNAL PARTNERS

Trusting.

Connecting.

Engaging.

Consistent communication with our partners ensures they understand our strategy and work diligently to support our goals.

Biweekly CRM partner meetings Manage assets, projects, member accounts, & quality of platform usability

Quarterly Social Survey partner meeting Review monthly and quarterly Data Reports

Biweekly SEO partners meeting

Assess vendor feedback

Determine best solution-based approach

MORTGAGE MARKETING

Frequent dialogue with print and apparel partners

Organize billing

Learn.

Collaborate.

Succeed.

March 2019 – Feb 2020 Weekly webinars to improve communication between marketing and field.

Creating synergy between marketing and sales, increase attendance, provide them more time to sell.

April 1 - current

35+

Weekly marketing Webinars completed.

10+

Biweekly

Sales & Marketing Rally w/ Guest Speakers completed.

Attract.

Onboard.

Retain.

2018

Expanded recruiting materials

2019

Implemented new onboarding process

2020

Focus on Professional Growth and Top Producers

Recruiting.

Evolved.

2017

Limited resources = 1 recruiting flyer

2018

Launched integrated recruiting campaign (4) Flyers (4) social media post Recruiting Brochure Webinar & Training

2018

We develop a multi-channel recruiting campaign with assets for print, email and social media.

2019

Relaunched campaign with new imagery and messaging Launched Recruiting Webpage

2020

Implemented New Hire Social Media Graphics

Broad recruiting reach on social media Encourage social posting from mortgage leaders and managers Improved branding and digital footprint on social

White Glove Onboarding Process 2019-2020

Proactive, streamlined onboarding process Day 1 Readiness for lenders and managers Structured activities based on importance, persona & use case Personalized dialogue to learn unique marketing needs for lenders and managers

55+

New lenders & managers onboarded

13

New HLCs onboarded

200+

Completed onboarding tasks

2019

Implemented Marketing Onboarding Webinars

+38%

total lenders onboarded since Feb 2020

Office and Title Updates Loan Production Offices renamed Home Loan Centers Standard naming taxonomy for lenders and managers & professional growth

25+

Market Managers

3

Sales Managers

65+ 25+ Home Loan Advisors & Consultants

Senior Home Loan Advisors & Consultants

President’s Club Branding 2019 President’s Club: annual retreat for Top Producers New branding for the elite

!"#$% &%'

!"#$%&#'()$ *+,-

The Future of Mortgage Marketing

LOOKING AHEAD: • • • • • • •

Increased internal adoption of marketing technologies and digital resources Consolidate marketing platforms and resources to reduce redundancy Improved education and activity on social media Create cross-selling opportunities Improved marketing assets Targeted marketing campaigns Paid advertising investment

Conquering the Trail

We’re exploring new horizons.

Summarize it!

Thomas Holmes

Improving Our Pace Katie Jenkins

Using Our GPS

Thomas Holmes & Jared Short

Navigating Our Way Anissa Evans

Mastering a New Path Hailey Boyer

Exploring New Horizons Thomas Holmes

Outlook & Goals

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Internal Brand Adoption New Resources Digital Evolution New Website

Thank you for listening.

But, we want to hear from you!

Questions?

Contact us!

marketing@getevolved.com

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