Marketing Report

Given the arrival of the COVID-19 pandemic to the Caribbean region, the JMMB Group sought to implement a marketing strategy that would support our clients while maximising the return to our shareholders. The 2020-21 Group marketing strategy, therefore, hinged on:

• Strengthening the focus on brand-building activities, to increase the brand’s connection with, and relevance to, current and prospective clients;

• Maintaining an emphasis on digital marketing to drive revenue generation; and

• Continuing to utilize all available client insights, to support growing our client share of wallet.

The outcome of this strategy proved successful as the JMMB brand continued to enjoy both strong brand awareness and brand sentiment, during a time when clients required greater empathy and presence from their financial institution.

The specific major activities that the Group embarked on, in the countries within which we have operations, were as follows:

JAMAICA

• The roll-out of additional financial education initiatives online, to assist clients and the wider public to navigate their finances. These included webinars for small and mediumsized enterprises (SMEs), thought leadership fora for our corporate clients, and the JMMB

Goal Getter Live stream that was made available via social media.

• Communication activities to highlight the availability and ease-of-use of JMMB’s alternative service delivery channels, to support clients in finding new ways to conduct their transactions safely.

• Promotion of special credit facilities to support clients who needed additional support, to weather the financial impact of the pandemic on their personal and/or business finances.

TRINIDAD AND TOBAGO

• The launch of JMMBTT TV, a new video information hub, providing financial information and education, to assist clients with their financial challenges during COVID-19.

• The introduction of the new SME unit to provide comprehensive financial solutions that support the business and financial life cycles of SMEs, including the hosting of online workshops (in partnership with the JMMB SME

Resource Centre) and vision boarding exercises.

• Promoting financial solutions (such as secured and unsecured credit facilities) that best position clients who need added financial support, during a very challenging time.

DOMINICAN REPUBLIC

• Enhanced financial education content and the promotion of new financial solutions on social media, saw the brand experiencing significant growth in engagement, reach and following.

• Optimization of the client experience through digital communication channels, especially email.

• Offering financial advisory sessions both one-on-one, via a virtual platform, as well as via small group sessions and webinars.

• Strengthening the positioning of the DR website, as a portal of valuable information to support client financial education, client experience and to drive an increased number of visitors.

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