MARKETING & NEW BUSINESS DEVELOPMENT

from Greenleaf Trust 2022 Annual Report

CFO’S LETTER

Sarah A. Johansson Executive Vice President, Director of Marketing

L. Baker, J.D., CTFA Senior Vice President, Director of Business Development & Trust Relationship Officer

As Greenleaf Trust continues to grow by nearly every measure, so too do our determined efforts to provide meaningful educational and social opportunities to clients far and wide. As always, everything we do remains focused on being of value and strengthening client relationships. An integral part of that is our in-person social and educational events. We hosted 32 events across the state of Michigan. Client response was tremendously positive, and it was wonderful to connect in person once again.

We added a new level of sophistication to marketing tactics while significantly enhancing our digital efforts.

At the same time, we spread awareness of Greenleaf Trust across the state and well beyond Michigan thanks to nationally earned media placements. Introducing ever more individuals, families and businesses to Greenleaf Trust’s superior, client centric approach to wealth management is our goal.

A recap of 2022 highlights includes:

• A full slate of events resumed as we gathered with clients in a wide range of activities that included a celebration of ArtPrize, LPGA Great Lakes Bay Invitational, Traverse City and Bay Harbor summer gatherings, pickleball events, Balloons Over Bay Harbor, flower arranging event, multiple clambakes and a fall cocktail party in a tree house at John Ball Zoo.

• We completed our first, formal brand awareness survey in Michigan with a specific focus on awareness in Southeast Michigan. This benchmark will enable us to reliably measure our effectiveness in marketing and communication tactics going forward.

• We successfully undertook an ambitious corporate brand refresh across all facets of our print, digital and video advertising.

• Simultaneously, we launched a redesigned website that not only integrated our refreshed brand, but also enhanced user interaction and optimized search performance.

• In June, we celebrated the grand opening of our Great Lakes Bay Region office in Midland, Michigan.

Social Media

• Engaged in paid social media with 150+ ads to increase awareness and reach of the Greenleaf Trust brand

• Increased our total audience by 11%

• Increased the number of posts by 11%

• Increased the number of impressions (i.e., the number of times our content is displayed to users) by 1500% between paid and organic efforts

• Increased engagements (i.e., number of times that users engaged with posts) by 30%

• New users to greenleaftrust.com increased 37%

To reach our ever-wider audience, the Greenleaf Trust marketing team embraced new initiatives in social media, public relations, media relations and professional award recognition. It was a notable year, highlighted by the following:

Public Relations

• Greenleaf Trust was featured in 100 media articles in nearly 60 different publications in addition to national syndication in over 30 additional outlets. Through this media coverage, Greenleaf Trust reached an audience of about 128 million views in 2022.

• Greenleaf Trust was mentioned in six top-tier publications, including Money Magazine, NerdWallet, Yahoo Finance, Nasdaq, MSN Money and U.S. News & World Report.

• Notable coverage included “Don’t Forget to Make This Smart Investing Move Before the End of the Year,” featuring Brian Farrell and appearing in Money Magazine, Yahoo Finance and Nasdaq; “Stock Market Trends for 2023,” featuring Nick Juhle and running in MSN Monday and U.S. News & World Report; and “How to Buy Treasury Bonds,” also featuring Nick and running in NerdWallet.

• Representatives from our organization participated in 17 media interviews.

We are proud to have earned 14 awards last year. These third-party recognitions are good for team morale, but, more importantly, they reinforce that Greenleaf Trust’s core values are embraced teamwide and conscientiously practiced day in and day out in service to our clients and the community at large. Awards also attest that our work/life balance is intellectually and emotionally healthy, and that Greenleaf Trust, when measured against thousands of dynamic companies across the country, is doing things well in the spirit of continuous improvement.

Awards

• West Michigan’s Best and Brightest Iconic Award Winner

• West Michigan’s 2022 Best and Brightest Companies to Work For®

• Nation’s Best and Brightest Brilliance Award

• Inc. Best Workplaces List

• Crain’s 100 Cool Places to Work – #6 overall, #1 in medium-sized companies

• Certified Great Place to Work

• Michigan’s Best and Brightest in Wellness Winner

• Michigan’s Best and Brightest in Wellness Elite Winner in Participation and Incentives

• Best and Brightest Companies to Work For Elite Winner for Employee Achievement and Recognition

• 2022 Best and Brightest Company to Work For in the Nation®

• The Nation’s 2022 Best and Brightest in Wellness Program

• Inclusive Workplace

• Metro Detroit’s 2022 Best and Brightest Companies to Work For®

• Metro Detroit’s Best and Brightest Iconic Award Winner Whatever the opportunities and challenges we’ll face in 2023, our clients’ well-being will be the impetus behind every initiative and improvement we make. To that end, we are especially appreciative when clients refer friends and family to us. Nothing could be more telling about their positive experiences and high levels of satisfaction than the referral of a loved one. It is our sincere pleasure and privilege to serve you. We look forward to seeing you at one of our many events in 2023.