First State Bank in Hawarden Iowa COMPANY MISSION

• First State Bank in Hawarden, Iowa • COMPANY MISSION: To help everyone that we come in contact with. If we help other people improve their financial well being, their business will also improve • COMPANY VISION & PHILOSOPHY: Maintain honesty and integrity with current and potential customers. Focus on the local economy by assisting and supporting local businesses. Our goal is to continue to grow with the expansion of agriculture • DEMOGRAPHICS OF USERS: • Typically older • Median age of a community member is 39 • Median age of the bank’s customer is older than 39

Topic: Customer Satisfaction Face-to-face interaction is highly valued With larger banks, customers noticed lack of personal attention With smaller banks, customers notice that their bankers care about their financial decisions • FSB strives to make customers their number 1 priority • The customer’s best interest is always in mind • •

• Bill, age 32 • Married father of two • Took over family farming business • His father banked with FSB • Considering switching over to FSB because he knows he can trust them to care for his family • He knows his dad has a good relationship with the bank

Ruth, age 24 Hispanic woman Grew up in a Spanish speaking home Attended college Parents are somewhat fluent in English, but it is not their primary language • Wants to make sure her parents are able to communicate with their bankers • •

STRENGTHS • Customer loyalty • Bilingual employees • Relationship w/ customers is personal • High agriculture presence in strong agriculture community WEAKNESSES • Out of date • Limited online banking • No social media • Limited market because of aging customers • Leaving customers (college students) OPPORTUNITIES • Social media (Facebook, Twitter, Linked. In, Mobile App) • Expand online banking (open account, bill pay, apply for loans) • Brand identity • Advertising THREATS • Aging community • Large banks (consolidating) • Facebook page neglected • Other local banks • Technology

• Increase funding by 6 -8% per year through new account & deposits, retirement accounts, and certificates of deposits in order to balance out the lending growth • Establish the honest and reliable FSB brand in Hawarden and the surrounding community by August 2014 • Gain the business of 50% of the young professional population and 75% of the Hispanic population in the community • Create a modern functioning website and expand online banking services to include account opening, bill pay, and loan applications by June 2015. • Obtain 25 new young customers under the age of 25 by December 2014.

• OBJECTIVE: FSB wants to reach out to a new target audience, younger generation • FSB also wants to develop new means of advertising & a solid brand identity to reach their potential new market. • BRAND STRATEGY: Advertise FSB to younger audiences by utilizing technology sources & developing social media usage. • In order to gain potential new customers, we will advertise the banking services offered by updating the advertising media that is currently used and provide new venues of advertisements for the bank • AUDIENCE: The current audience is the local residents of the community, particularly the elder generation & area farmers. Our goal is to acquire a new audience of younger community members & their growing families

• BENEFITS: The main focus will be advertising the benefits of banking locally & engaging in personal relationships with the bank. FSB prides themselves on being customer oriented & involved in the community. • MESSAGE: FSB prides themselves on being a small town business that believes in benefiting others & themselves by providing exceptional service based on trust & values. This message will be the main focus of advertisements & visions for the bank’s goal of retaining life long customers.

ALL LOGOS DEVELOPED IN NOVEMBER 2013

HOMEGROWN HAWARDEN • EVENT MARKETING • Community event that brings awareness to the agriculture industry • In the fall after harvest • Farmers and ag-related businesses to have informational but fun exhibits at the event • All food that is grown and raised by local farmers [pork, beef, sweet corn, garden vegetables, • Hay bale ride for children • City park or in another community space • Create awareness of the industry that drives the Sioux County economy

• Financial Literacy Workshop • Agriculture Spotlight • Direct Marketing • Virtual & print statement stuffers • Other community events • Holiday Event • Online Banking

HOMEGROWN HAWARDEN

SOCIAL MEDIA

STATIONERY DESIGN

BROCHURE DESIGN

STAFF APPAREL

INDOOR OR OUTDOOR ADVERTISEMENTS

• All of these objectives will be closely monitored during the timeline stated: • The marketing objectives for FSB include • Increase funding by 6 -8% through new account and deposits, retirement accounts, and certificates of deposits in order to balance out the lending growth • Establish the honest and reliable FSB brand in Hawarden & the surrounding community by August 2014 • Gain the business of 50% of the young professional population and 75% of the Hispanic population in the community • Create a modern functioning website and expand online banking services to include account opening, bill pay, and loan applications by August 2014 • Obtain 25 new customers under the age of 25 by December 2014

Thank you Felicia Ely, Drew Nolan, Cassie Burnside & Tony Prince