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Growing the Union Bank brand by nourishing its roots.

4. Strengths & Weaknesses

1. Meet UB

2. Problem

3. Competition

5. Current consumer

6. Culture

7. Prospective consumer

8. Opportunity

9. New positioning

10. Strategic suggestions

TABLE OF CONTENTS

Heritage

MEET UB

DNA

Environment

Goal

150 year old establishment with $86 billion of assets.

It’s about U, the customer.

Living amongst banking giants.

Highlight major strengths

Who is Union Bank?

How can UB grow without compromising its integrity?

PROBLEM

“You need a slide to set up the competitive landscape in a bit more detail than the following graph” [justin]

COMPETITIVE LANDSCAPE

COMPETITION

DIRECT & INDIRECT COMPETITORS

BoA is so large that makes its customers feel small.

Wells Fargo comes off as cheesy rather than helpful.

Citibank avoids personal human interaction

STRENGTHS & WEAKNESSES

Weaknesses

Misconception of small banks in current economy

Poor digital experience

Thin digital presence

Technical failures

STRENGTHS & WEAKNESSES

Strengths

7 days a week

Foundation for community development

Local and personal banking experience

7 Greenwich awards

CURRENT CUSTOMER

From the brand to the customer

Who is benefiting from these services?

CURRENT CUSTOMER

Who is the current UB customer?

The bank represents the link to their son’s funds

Needs:24/7 access

Safety

Aspirations:Enjoy the empty nest

Provide financial security

Mrs. & Mr. Thompson

CURRENT CUSTOMER

“I have an account with Chase bank that is with my son’s so thatwe can wire money back and forth or transfer funds whenever needed

because I live in the Midwest and he lives on the West Coast.”

Name: JudyPlace: Detroit, MIOccupation: Mother [2 children]

Six major cultural influences

CULTURE

What is affecting customers’ decisions and behaviors?

To understand the context is to be relevant

CULTURE

From ME to WE Generation Economic crisis Emerging behaviors

Doing Good Big banks = intimidating + unstable Mobile is on first come first serve

Relevant to who?

PROSPECTIVE CUSTOMER

Who’s riding the culture wave?


Prospective UB Customers

The bank represents the tool to give back and connect with the community

Needs:24/7 accessSafety

Aspirations:Easy, efficient banking

Convenience

Help towards financial independence

Community involvement

Travis

“I’ve been a Bank of America member since I was 15 years oldbut I am planning on changing;

they don’t really do anything for me, they’re just too big.”

“Large banks like Wells Fargo and Bank of America have gotten too bigfor their own good and they forget about the individual.”

Name: AndyPlace: San Francisco, CAOccupation: Small business owner



What we want Travis to see

Chooses his brands and become advocate.

Vocal customer provide feedback through conversation.

Engages with his online identity.

Influential in peers’ and parents’ life create wider reach.

Living in a transitional phase.

We give back to the community by doing things well and good.

We understand and listen to our customers.

We provide our services where the customers are, online and offline.

We want to help our customers entering financial independence.

No matter how big we grow, we’ll never forget about individuals.

TRAVIS’ EMOTIONAL/LIFESTYLE TRAITS UNION BANK PROMISES

OPPORTUNITY

“Instead of growing more branches, UB needs to nourish its roots.”

OPPORTUNITY

People are scared and don’t rely on trees that may fall

By focusing on its roots

Union Bank can grow preserving its integrity

and providing a superior customer experience.

Nourishing UB roots

OPPORTUNITY

Online Banking:Poor online experience throughout the banking industry

Offer online and mobile banking workshop in order to educate customers and stand out amongst the rest

Banks are cold:Banks are often described as quiet, sterile, and cold

Creating a welcoming, human atmosphere for a better customer and working experience

Corporation vs. Cooperation:Fees and extra charges seem to be banks’ favorite source of profit and customers’ favorite source of frustration

Creating and owning a merciful banking mindset

NEW POSITIONING

Better banking begins with U.

STRATEGIC SUGGESTIONS

Online/mobile banking education

Fee-free ATMs in strategic locations

Local involvement



Fee-free ATMs in strategic locations

Local involvement

One-way vs. conversation

More educated customer = better bank

Relevant to Travis’ needs



Fee-free ATMs | Fee-free bank

Local involvement



Relevant to customer’s needs

Maximize access

Meet customer’s wants

Strengthen relationship and mutual trust



Fee-free ATMs | Fee-free bank

Local involvement



Relevant to customer’s needs

Maximize access

Meet customer’s wants

Strengthen relationship and mutual trust

Do Good

Tool for customer to satisfy wants and give back

Creates sense of engagement and fuel conversation

THANKS!Olia Kedik Noah Simon Paris Daniell Apo Bordin

[email protected] [email protected] [email protected]@yahoo.com

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