HOME MORTGAGE&

RESIDENTIAL LENDINGAPRIL 2013

DIRECTORS• ADAM NIEUWLAND• TYLER DENNISON• COLTON SCHANG

• ALEX VELLUTO• SANGYEOL LEE• LUN CHING LIN• JONATHAN

MATSEN

• ACCOUNT EXECUTIVE• MEDIA DIRECTOR• MEDIA DIRECTOR

• CREATIVE DIRECTOR• RESEARCH DIRECTOR• RESEARCH DIRECTOR• SALES PROMOTIONS

PROJECT DETAILS• Objectives

– Mortgage goals for 2013• 1. $7 million revenue increase over 2012

• • Strategies

– Increase penetration of home finance products within current relationships– Utilize mass media for broad home finance message that will be seen by

current clients who compromise a large enough percentage of the total market (approximately 24%)

– Leverage targeted messaging for specific segments of current clients– Leverage strong home finance story to acquire non-clients– Utilize mass media, including internet, to seed broad message– Drive prospects to website or branch for information– Additional focus on refinance business– Secondary focus on home equity products

KEY RESEARCH

42%

12%12%

12%

5%

7%12%

First Person for Mortgage Advice

*Out of 43 responses

Parent

Brother/Sister

Friend

Bank/Credit Union

Insurance Co./Agent

Financial Advisor

Loan Officer

47%53%

Current Financial Insti-tution as Primary Lend-

ing Option?

YesNo

KEY RESEARCH

Low Inter

est Rate

Low Fees/

Closing C

osts

Ease o

f Proces

s/Quick

Processin

g Tim

e

Quality

Customer

Servi

ce

Large

National L

ender

In-House

Approval

Estab

lished

Lender

0

5

10

15

20

25

30

35

40

Ideal Lender Criterion

UnimportantSomewhat UnimportantNeutralSomewhat ImportantImportant

KEY RESEARCH

25%

50%

16%

9%

Concerns Surrounding Mortgages

Getting ApprovedUnsure of ProcessFinding the 'Right' LenderOther

88%

12%

Are Bigger Banks Always Bet -ter Banks in Terms of Mort-

gage Lending?

YesNo

KEY RESEARCH

49%

9%

42%

Is Having All Banking Needs Under One Roof a Good Idea?

YesNoIndifferent

ADVERTISING OBJECTIVE• (a) To persuade first-time home buyers and refinancers

that Zions Bank is the bank you trust, providing the right people to help make the right choices about the right mortgage for the right home.

• (b) To persuade prospective customers that Zions Bank offers a reliable guide through the lending process built on trust, service, a reputation of established foundations, and peace of mind.

• (c) To remind existing customers that Zions already fills the needs of (a) and (b) for them in other banking-related areas, and that Zions can do so for their home needs as well.

ADVERTISING OBJECTIVE:LAVIDGE-STEINER HIERARCHY

• Ultimate goal of campaign

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

MOTIVES

CONVENIENCE• the convenience of having someone close by to help, someone you can trust

to take care of your needs.

ACHIEVEMENT• help create the feeling that with Zions , you will something of value.

FAMILY AFFECTION/TOGETHERNESS• Home buying equates with idea of ‘coming home’ or ‘going home’ which is

connects strongly with family togetherness.

MEDIA

MEDIA OBJECTIVE1. Bring new customers to Zion’s Bank to get mortgage loan by T.V., radio, outdoor, and digital advertising.2. Target advertising to two different home buying groups:Group A: First time homebuyers Age (18-33)Household Income $53,200Group B: Refinancers Age (34-65)Household Income $85,0003. Capture more market share for home mortgages from Wells Fargo (leader in home mortgages)

TOTAL MEDIA BUDGET=$898,062

MEDIA BUDGET

$146,074

$119,600

$240,688

$302,000

$80,700 $9,000 Online Media

Bus Wraps

Billboards

Television

Radio

Movie

GANNT MEDIA SCHEDULE

BILLBOARDSBILLBOARD LOCATION

# OF BOARDS SIZE COST

FREQUENCY (6

MONTHS)

REACH (6

MONTHS)INTERSTATE 15 4 48 SHEETS - 48' X 14' $49,680.00 101.6 94.90%

INTERSTATE 80 1 48 SHEETS - 48' X 14' $9,335.00 23.5 93.60%

INTERSTATE 201 1 48 SHEETS - 48' X 14' $9,335.00 23.5 93.60%

EAST BENCH 3 30 SHEETS - 22'8" X 10'5" $35,658.00 6.9 57.06%

MID-VALLEY 3 30 SHEETS - 22'8" X 10'5" $37,980.00 6.9 57.06%

SOUTH VALLEY 1 30 SHEETS - 22'8" X 10'5" $12,660.00 2.3 19.02%

UTAH COUNTY 2 30 SHEETS - 22'8" X 10'5" $20,784.00 4.6 38.04%

DAVIS COUNTY 2 30 SHEETS - 22'8" X 10'5" $20,784.00 4.6 38.04%

ST. GEORGE 2 8 SHEET - 11' X 5' $6,492.00 3.5 38.04%

BOISE 3 30 SHEETS - 22'8" X 10'5" $37,980.00 4.8 57.06%

22 $240,688 24.4 60.35%

Weighted Average

BILLBOARDS

OGDEN

PROVO / OREM

ST. GEORGE

BOISE 48 SHEET BOARD

30 SHEET BOARD

8 SHEET BOARD

TRANSIT ADVERTISING

Kong: 42”x228”

King Kong: 108”x228”

Location # of buses Cost Reach #'sSLC 9 $32,400.00 701,000Utah County 7 $16,800.00 311,000Davis County 6 $14,400.00 339,000Boise-Ada County 6 $13,500.00 401,000

28 $77,100.00

Location # of buses Cost Reach #'sSLC 9 $18,900.00 701,000Utah County 7 $9,800.00 311,000Davis County 6 $8,400.00 339,000Boise-Ada County 6 $5,400.00 401,000

28 $42,500.00

Total Cost: $119,600

Average Reach: 461,642

Total # Buses: 56

TELEVISION• Flighting TV ads during 2

months of campaign (May & September)

• KSL (NBC, channel 5): 6 and 7 o’clock news

• KUTV (CBS, channel 2): 6 and 7 o’clock news

• KSTU (Fox, channel 13): Primetime; American Idol

• KTVX (ABC, channel 4): 6 and 6:30 news

• KTVB (NBC, channel 7)- Idaho News- 5:00-6:00 p.m.

TOTAL TELVISION COST=$302,000

RADIO: UTAH• KSL Radio-Sports/Talk/News

– Wide range listening demographic (18-65). #1 rated radio station in Salt Lake for spring and summer months (as of 2012) with a 9.6 Arbitron rating.

• KODJ- Oldies 94.1– Used to reach group B older demographic (34-65). Most recent

Arbitron rating of 5.7.

• KRSP-Arrow 103.5– Older demographic (group B)- most recent Arbitron rating of 3.9

TOTAL UTAH RADIO COST=$72,000

RADIO: IDAHO• KBOI 670

– Wide Range of listeners (25-54). – Targeted to group B

TOTAL IDAHO RADIO COST=$8,700

ONLINE MEDIAGroup APinterest Ad

Facebook Ad

Group BSalt Lake Tribune Banner

Ad

Deseret Morning News Banner Ad

TOTAL ONLINE MEDIA COST=$146,074

MOVIE THEATER-SLC• Iron Man 3 (group A&B):

– May @ Jordan Commons• Despicable Me 2 (group A):

– July @ The District• Star Trek (for group B):

– May & June @ The Gateway• August-October showings

– @ Thanksgiving Pointe• November-December

showings– @ Jordan Commons

TOTAL MOVIE THEATER

COST=$9,000

INTERNET T.V. & RADIOCost per Thousand: $45Target Younger Demographic (18-49) Through:• The Office• American Idol• Dancing with the Stars• Parks and Recreation

$45,000 to reach 1 Million viewers

INTERNET T.V. & RADIOCost Per Thousand: $8Ability to target specific demographic and location:• 18-35 years of age• Salt Lake City• Provo• Ogden• Boise, Idaho

$8,000 to reach 1 Million listeners

SALES PROMOTION

PROMOTIONS• Strategy:

• Increase opportunities to for first time homebuyers and refinancers to finance mortgages through Zions Bank.

• Add incentives for homebuyers and refinancers who utilize Zions Bank for their home mortgage.

Timing - GANNT

PROMOTIONS• Promotional Tactics

• Home Expo Shows

• “Parade of Homes” Sponsorships

• Gift Rewards

• Homebuilder Partnerships

HOME EXPO SHOWS• Utah Dream Home Expo• 2 day event at South Towne

Expo Center.• Strengthens/forges

relationship with Utah Homebuilders Assoc.

• Expo dates tie in with flighting TV ads in Utah.

• Zions booth with mortgage info., “We Approve” products, and entries for two $250 gift cards to home furnishing stores.

HOME EXPO SHOWS• Boise Fall Home Show 2013– 3 day event during late October at Expo Idaho

Center.– Generates greater recognition in Idaho market,

particularly greater Boise area.– Zions booth with mortgage info. and Zions

“We Approve” products.

PARADE OF HOMES: UTAH• Utah Valley Parade of

Homes• June 7th – 27th • Utah County

• Northern Utah Parade of Homes

• June 21st – July 7th

• Box Elder to Salt Lake County

PARADE OF HOMES: UTAH• Salt Lake Parade of

Homes• August 2nd –17th • Salt Lake County

• Park City Parade of Homes

• Weekends from August 17th – September 2nd

PARADE OF HOMES: IDAHO• Southeastern Idaho Parade

of Homes • August 9 – 12, 2013 • Pocatello & Chubbuck

• Boise Fall Parade of Homes• October 6–7/13–14/20–

21, 2013 • Star, Meridian, Eagle,

and Boise

GIFT CARD APPROVALS• POP displays in Zions Bank branches detailing gift card

‘approvals’ promotion. • Mortgage and refinance applicants applying to Zions for

mortgage lending from beginning of campaign until the end of June and from September until the end of October will be entered into a gift card ‘approval’ pool. Winner will be ‘approved’ with a gift card as tie in with creative strategy.

• Two $500 gift rewards to a home retailer will be ‘approved’ to the two winners at two points in time:• Drawing concluding at end of June.• Drawing concluding at end of October. • Utah & Idaho markets will be separate drawing pools.

HOMEBUILDER PARTNERSHIPS• Agreements with Area Homebuilders• Contingent upon: • Proven record of great service to customers• Ability to finance future customers• Willingness to commit to a Sales and

Marketing Agreement (SMA) • Benefits:• Promo materials in all model homes• Website promotion • Preferred Lender Status

HOMEBUILDER PARTNERSHIPS• Select Utah Homebuilder Profiles

• Peterson Homes • 5 Communities • Salt Lake County

• Perry Homes• 13 Communities • Weber, Salt Lake, and Tooele Counties

• Henry Walker Homes• 38 Communities• Davis, Morgan, Utah, Wasatch, and Washington

Counties

HOMEBUILDER PARTNERSHIPS• Select Idaho Homebuilder Profiles

• Boise Hunter Homes• 7 Communities• Boise, Meridian and Eagle

• Copper Creek Homes• 11 Communities• Pocatello, Ammon and Idaho Falls

• Wolverton Homes• 20 Communities• Twin Falls

SALES PROMO. BUDGET

41702%

3850022%

124007%

12000069%

ExposHome ShowsGift IncentivesHomebuilder Partnerships (ROUGH estimates)

SALES PROMO. BUDGETPromotion Type Price Quantity Total

EXPOS Utah Dream Home Expo $ 1.00 1200 $ 1,200.00

Water Bottles $ 1.20 1,000 $ 1,200.00 Flyers in Water Bottles $ 0.08 1,000 $ 80.00

Gifts (2) $ 250.00 2 $ 500.00 Sub-total $ 2,980.00

Boise Fall Home Show $ 1.00 550 $ 550.00 Water Bottles $ 1.20 500 $ 600.00

Flyers in Water Bottles $ 0.08 500 $ 40.00 Sub-total $ 1,190.00

Expo Total $ 4,170.00 HOME SHOWS Northern Utah Parade of Homes $ 3,000.00 1 $ 3,000.00 Utah Valley Parade of Homes $ 8,500.00 1 $ 8,500.00 Salt Lake Parade of Homes $ 10,000.00 1 $ 10,000.00 Park City Parade of Homes $ 7,000.00 1 $ 7,000.00 Southeastern Idaho Parade of Homes $ 2,000.00 1 $ 2,000.00 Boise Fall Parade of Homes $ 8,000.00 1 $ 8,000.00 Home Show Total $ 38,500.00 GIFT INCENTIVES w/ POP Displays Gift Cards

Idaho $ 500.00 4 $ 2,000.00 Utah $ 500.00 4 $ 2,000.00

Water Bottles (In Branches) $ 1.20 7000 $ 8,400.00 Gife Intentive Total $ 12,400.00 PARTNERSHIP WITH HOMEBULDER Utah (SMA w/ 1 homebuilder for 8 months) $ 10,000.00 8 $ 80,000.00 Idaho (SMA w/ 1 homebuilder for 8 months) $ 5,000.00 8 $ 40,000.00 Partnership Total $ 120,000.00

GRAND TOTAL $ 175,070.00