online marketing strategy for banks

Online Marketing Strategy for Banks

Today, the majority of consumers (81% of the U.S. population) are on social media. With 2.14 billion internet users, 80% of whom research products and purchases online, it is becoming urgent for banks to become digitally proficient. Consumers are already adopting digital and mobile banking, resulting in a rapid downsizing of physical banks in the USA alongside the rampant growth of digital-native organizations (for example, Alibaba’s Ant Financial Services now holds over $100 billion in assets just 2 years after launch). Existing banks must make the switch to digital not only to compete but also to remain in the industry.

Developing an online marketing strategy for your bank is the first step to establishing a real digital presence, but it is one that traditional banks often struggle with.

Why Online Marketing?

Banks have traditionally spent little on marketing, relying on necessity to drive revenue. For example, a study of 256 banks in the USA revealed that most of them spend 0.077% of total revenue on marketing, while the median marketing spend for all businesses is 13%.

At the same time, digital sales could account for as much as  40% of new bank revenue within 5 years. In Western Europe, banks already report half of new revenue from digital sales. The USA is trailing these numbers, but not by far. In short, banks have just a few years to enter into and capitalize on a growing digital market and creating a financial marketing strategy is crucial to developing a brand presence.

Creating an Online Marketing Strategy for Banks

Digital touches every aspect of operations, from product development to risk management and human capital. A successful online marketing strategy for banks must be based on how digital drives value, consumer behavior, market dynamics, and prioritization based on specific organizational goals.

Connecting with Consumers – Your bank’s online marketing strategy should enable you to move beyond simple touch-points to creating ongoing relationships with consumers. Digital makes it possible to create specific user-centered customer journeys with web content, UX, and processes through customer service, including establishing individual relationship managers to each customer’s account. This personalized service is one of the big draws for digital, and it is important that you capitalize on it.

Offer Value in Digital – Digital marketing is about more than advertising. It’s about customer service through chat and social media, offering personalization, ease of use, and online application or account management. A good user experience will market itself. More importantly, every aspect of your online experience ties into marketing. It doesn’t matter how good your ads are if users can’t access your website on their phone or customer service on Facebook drops the ball with a less than timely response.

Personalization – Online banking allows organizations to collect data in volumes never dreamed of before. Leveraging data and analytics allows you to apply that information to create highly targeted offers, both for creating new customers and cross-selling – at the point of sale, and throughout the customer’s lifespan. The availability of big data makes it possible to generate and use customer insight for marketing, cross and up-selling, and even customer relationship management. This also means understanding your market demographic, segmenting and targeting your marketing efforts, and creating content and value for each demographic.

Automation – Digital marketing gives you the tools to automate marketing tasks like bidding on ads, sending emails when users click on links, creating personalized plans using contextual choices, and even A/B or split-testing ads to see which are working and which aren’t. Automation should be an important element of your online marketing strategy, simply because it cuts costs, can improve quality of output, and greatly reduces the number of marketing experts needed to complete tasks.

Diversify Your Efforts – You may or may not be familiar with words like omnichannel, but it’s where the future of marketing is headed. Users access websites from varying devices and creating an experience that tracks users across devices to provide a single, uniform experience. Your bank should be investing in mobile, social media, apps, website, and potentially a variety of content for different mediums.

Bring in Experts – If your marketing team isn’t quite up to the challenge of digital, that’s a problem. If you’re going to succeed online, you have to know how to use SEO, PPC, content marketing, ads, and social media. Consider bringing in digital natives or partnering with a company that can provide technical services.

Most banks already have the technology and even the data in place to realize this kind of marketing strategy. What’s missing is the ability to orient towards digital, develop strong online strategy, and create and run online marketing campaigns. If you’re ready to take your bank’s online marketing further, download our free online marketing strategy for banks to learn more.

Marketing for banks

Marketing For Banks In 2018

Financial institutions are dealing with a service instead of a tangible product so it can be difficult to come up with new promotions. Marketing for banks in 2018 requires a different approach than a company selling appliances, computers, or physical items that the customer can actually see and touch.

To keep up with the fast-moving technology and trends in marketing today, it is important to also keep an eye on the past. A new strategy combined with forecasting trends can help keep your financial institution and its customers moving towards the future.

Free Items and Giveaways

One of the oldest marketing strategies out there, giving something away for free is always at the top of any list. Customers perceive the product or service attached to the free item as having an added value.

Giveaways or prize drawings are a popular tool for soliciting and collecting targeted customer data. The drawings create excitement and interest as people dream about winning a prize while the bank gets a list of potential customers.

One of the things to keep in mind as you craft your marketing campaign is the demographics of your customers. The free item or service needs to be something that fits with your targeted customer, their lifestyle, and personal habits. A free box of checks may appeal to a small number of people who still write checks on a regular basis but a fee-free debit card will attract the notice of a lot more of today’s customers.

Marketing for Banks – Both Locally and Online

When marketing for banks, it doesn’t have to be an either/or approach. Both sides of banking (physical branches and online sites) need to be brought to the attention of your customer. Do they know that your bank has an app for their smartphone? Are they aware they can get cashier checks or safe deposit boxes at your local branch?

Local branch employees and signage should encourage customers to take advantage of the bank’s website, phone apps, and telephone banking options. Tellers can explain the benefits and ease of 24-hour banking while still inviting customers to frequent the branch during business hours for personal service.

On the other hand, the website can highlight local branches and promote the benefits of visiting with your local banker in person. Emphasize the features and perks that your local branch offers its customers. While the website can accommodate most of the customer’s needs, knowing that their local bank staff can take care of everything else can bring them peace of mind.  

The key to customer happiness is the ability to anticipate and meet their needs. Being able to market to the customer based on how, where, and why they bank like they do is an important aspect of your financial marketing strategy.

Reputation and Word of Mouth Advertising

Word of mouth advertising will always be an important part of any marketing. Banks rely heavily on their reputation and customer satisfaction to help promote their products and services. This ties in with ensuring your customer service is top-notch. People want their problems solved. They need to feel like they are cared for and taken care of. When people have a great experience, they are going to talk about it. Of course, the opposite is also true.

With social media outlets continuing to grow, it is critical to keep an eye on the latest online buzz about your financial institution. Gearing some of your bank’s marketing towards social media influencers will aid in getting your brand’s name out there in a positive light.

Looking Ahead

While looking back and learning what has worked in the past is important, it is also critical to keep tabs on the present and see what is coming. Those in charge of marketing for banks and other financial institutions can benefit by knowing what’s ahead.

Our guide “Getting Started with Digital Financial Marketing” is a free download that can help get you on the right path to the future. Get your free copy today!

online marketing strategy for credit unions

Online Marketing Strategy for Credit Unions: Bring Your Institution up to Speed

The rise of the internet has created exciting and unique opportunities unlike ever before. By developing an online marketing strategy for credit unions, many institutions can find themselves reaching more potential members and expanding beyond what they had previously thought possible.

By necessity, most financial institutions are conservative and slow to embrace change. As a result, though, many credit unions are missing a critical strategy by hesitating to expand to online marketing. You can give your credit union an edge by leveraging technology to reach an unsaturated market.

Here are some things to keep in mind while branching out into online marketing.

Develop a Strategy 

In order to be effective in online marketing for your credit union, it is essential to assess your overall goals in marketing. From there, you can come up with specific techniques to accomplish your strategy.

By their very nature, every credit union is unique. Each offers different services and incentives that make them attractive to potential members. Your credit union, then, needs to have its own strategy to advertise what you have to offer.

Once you have a firm online marketing strategy in mind, you can navigate whatever techniques and resources will serve your institution best.

Keep your Target Customer in Mind

Not only will having a proper assessment of what your institution can offer be essential but understanding your target customer is necessary for successful online marketing for credit unions. Marketing to your customer is no longer a shot in the dark, but a precise and strategic use of your resources.

By having a target demographic, you can develop better techniques to reach them. Do you typically serve young adults, low-income households, or immigrants? These will all affect how you would advertise to them. Millennials, for example, rarely read newspapers and will mostly look online when looking for information.

Also, identify what your customer is looking for in their credit union. Are they looking for a way to build wealth, travel, acquire assets, or start a small business? These will all affect your online marketing strategy for your credit union.

Keeping your ideal customer in mind and understanding their needs will make marketing easier and successful. Your techniques will be cohesive and build on one another instead of random. By creating a successful marketing strategy not only will you be reaching an untapped market, but your financial institution will be able to get the best marketing whatever your budget.

Find the Best Marketing Strategy for Your Credit Union

Taking the step from traditional advertising to adding digital marketing will reach a whole new group of members that are right for your financial institution. By coming up with strategy and target customer, you will find your credit union attracting more members than ever. Because most other credit unions stick to traditional methods, you will have an incredible opportunity.

Need help getting your digital financial marketing started? We created a guide with all the latest information you need for advertising your credit union online. Download our free guide to get the best tips and tricks for creating your best marketing strategy here!

5 Keys to Effective Financial Content Marketing

Many financial institutions—especially small, community-focused ones—have limited marketing budgets. As a result, every investment has to count, and every piece of content has to make an impact. Today we’re discussing five keys to effective financial content marketing that can help your institution get plenty of bang for their buck.

  1.     Invest in mobility

Any millennial will tell you—and so will a lot of Gen-Xers and a growing number of boomers—that their phones are their lives. Consumers and small businesses are buying, selling, connecting, and transacting through their phones in increasing numbers every year. Having a mobile-first or responsive approach to design and development can make your phone and tablet experiences as usable and functional as your online offering. This means more positive account-holder engagement, more often. And a good mobile experience is more than transactional—it builds your brand as well as, if not better than, any marketing campaign.

  1.     Interact

While you’re investing in technology, make sure you’re also driving as much interactivity as possible. Give your audience something to do—click, view, listen, answer, ask, “like,” and comment. This can be through your social media channels, online calculators for mortgage or loan rates, or goal-based savings apps that receive deposits based on customers accomplishing goals. Online interactions might not be quite the same as personal ones, but in the digital age, they’re crucial to creating engagement, gathering data, and growing your brand.

  1.     Get personal

Your financial marketing content, whether it takes the form of email, social sharing, blogs, white papers, videos, or any combination of these and other methods, should be personalized. This requires more than taking a customer’s name to a field at the front of an email. To get truly personal means ensuring that the content is relevant to the customer—both who they are and when they are. After all, the same customer at 35 or 55 will respond to content differently, based on where they are in their life cycle. Gather as much data as you can—potentially through your mobile and interactive efforts—and use it to your advantage.

  1.     Educate

In addition to relevance, financial marketing content must offer real value. Often this value comes in the form of education. Teaching your audience can be as simple as sharing your expertise through a blog or white paper, or as sophisticated as leveraging more interactive ways: through a webinar, a video, or an online or mobile learning application. The former, webinars, are a great way to engage in back-and-forth discussions and really get to know the issues your participants face, but they can be a heavy lift to do well. While online applications may lack some of the webinars’ face-to-face connection, they make up for it in other ways. Most are extremely scalable—able to reach dozens, hundreds, even thousands of learners quickly for a much smaller investment of resources on your part—and are able to be used by customers anytime, anywhere.

  1.     Market targeted products

As an added bonus, strong content can help you market relevant products to willing customers. For example, learners seeking—or completing—online lessons about mortgages or credit scores are more likely to engage with additional marketing that targets them with specific loan offers. And their education has not only revealed what they may be interested in, but it can also help them interact with those products in a more sophisticated, educated manner. They’ll be better customers.

You may have noticed that these five keys to effective financial marketing build on each other. Each is a crucial piece of a greater holistic strategy that focuses on offering real value and creating better, more relevant engagement with your account-holders. The result is powerful, educational marketing that reaches customers where they are—on their own time. Want to learn more about creating financial content marketing? Download The Ultimate Guide to Financial Digital Marketing here.

4 Key Highlights From EVERFI & ICBA’s Webinar on Trump Tax Reform & Interest Rate Implications for Community Banks

The financial regulatory environment is influx right now, on both the state and federal level. Last year, 20 states enacted new legislation or resolutions regarding financial literacy and financial education issues. In December, President Trump signed the most comprehensive tax reform legislation since 1986; and more regulatory reform is expected in 2018, potentially including the Financial Choice Act and the Senate Banking Committee bill. This deluge of new legislation will impact businesses and individuals significantly.

What should community banks do in preparation for these changes? EVERFI senior financial services expert, Jerry Plush, has over 20 years of executive level experience in the industry, most recently serving as CFO and subsequently CAO of Santander US, overseeing Corporate Services, Vendor Management, Corporate Social Responsibility and Corporate Communications. In a recent webinar, Trump Tax Reform & Interest Rate Implications for Community Banks, Plush discusses important legislative changes and trends that will impact community banks, customers and what banks should be doing now to address them.

Here are 4 key takeaways from our webinar:

1) The Tax Reform Bill – Community banks likely benefit financially from the tax rate decrease. Individuals (i.e. your customers) face tougher mortgage standards and fewer loan payoff benefits.

The tax reform bill calls for a reduction of the corporate tax rate from about 35% to 21%. There have been many bank announcements during earnings release season about how the new regulation impacted their financials, including deferred tax asset and liability reevaluations. As a result, many banks announced how they were investing their tax credits, whether it be reinvesting in their employees, their business, or in the community.

One notable term in the bill that affects the individual consumer is the reduction of the debt limit for mortgages (from $1 million to $750,000). There is also no longer a deduction for interest paid on home equity loans or lines. With the change in standard deductions to $12,000 for single taxpayers and $24,000 for married taxpayers filing jointly, fewer individuals will receive a tax benefit on their interest expense.

2) State-Level Reform – States increasingly prioritize financial education for borrowers and as part of social investment programs.

Financial literacy regulations at the local level have increased, with more and more states prioritizing—and often mandating—financial education for adults; in addition to an existing focus on K-12 financial literacy.

Indiana recently introduced a bill requiring borrowers taking out multiple loans to complete a financial literacy course at no cost to them. New York now provides financial literacy education to participants of public assistance employment programs.

3) Understand how state and federal regulations affect your institution, employees and customers.

It is essential to keep up with how new and proposed legislation affects your business, your employees and your customers. Having a firm grasp of current regulatory changes will enable you to optimize your business by, for example, providing timely products and services that suit your customers’ latest needs and communicating concerns about proposed reforms to your representatives.

Take a comprehensive look at each line of your business and ask questions such as: What impact is tax reform going to have on us? On M&A activity? On third party relationships? On our strategic plans? How can we best serve our home-buying customers with the new bill in mind? Might demand for certain products increase/decrease as a result? How can we ensure our management teams and board members understand the implications of tax reform?

4) Reinvesting in your employees, customers and communities gives you a competitive advantage.

“Doing good while doing well” is the philosophy of giving back to your employees, customers and communities when in a favorable position. For example, fewer regulations might afford banks to turn their focus on exceeding expectations by offering high quality products and/or services to members of the community, such as providing dividends, bonuses/raises, philanthropy and education.

Educating employees on the financial climate is vital. Greater involvement of your team in regulatory discussions will lead to more strategic perspectives and greater expertise when interfacing with customers, prospects, local and state government and third-party vendors.

Educating community members is also key. Consider providing a digital financial education program to customers or getting a local CPA to hold educational open sessions in your meeting rooms for members of the community. Such engagement will serve many purposes, including building goodwill and trust in the community, improving brand awareness, creating more informed customers and fulfilling CRA requirements.

Customers, prospects, and local and state government notice and respect good corporate citizenship. Consistently demonstrating support for the communities you serve is often the best marketing, and can be a true differentiator for your institution.

Click to listen to the full webinar: “Trump Tax Reform & Interest Rate Implications for Community Banks.”

4 Easy Bank Marketing Ideas That You Can Do Right Now

Long-term bank marketing strategies are important, but rolling out quick-and-easy offers, promotions, or engagements can help you add value to your bank’s brand and build connections with customers. Today, we’re offering four easy bank marketing ideas that financial marketers can turn around in just a few minutes, hours, or days to boost awareness and create loyalty.

  1. Offer free money
    Nothing gets attention like cold, hard cash. Slip a few extra bucks into your account-holders’ hands and they’ll stay loyal and spread the word. If you’re feeling fun and have the funds, consider pulling people into the branch with a wind-tunnel cash-grab event—because what’s more fun than money flying through the air? The new accounts and attention you’ll get are well worth the handfuls of singles you’ll give away. Or attract attention by replacing a number of $20s with $50s in the ATM(s) of your choice and getting the word out via media outlets, social media, email, bank statements, etc. Industrial Credit Union in Bellingham, WA did this with great results.
  1.  Educate!
    It’s likely that your account-holders and prospects are in need of some basic financial education—most of us are. Offering ways to increase their financial literacy can help your bank in two ways:
  •   First, your reputation gets a boost. Not only are you proving yourself knowledgeable, but you’re also generous with your expertise. Account-holders and prospects will appreciate your willingness to counsel them—for free.
  •   Second, you can tie your learning opportunities to products or services you’d like to promote. A customer who’s just spent time learning about loans and interest rates might be more receptive to a special offer on auto loans, for example; or an account-holder newly informed about credit scores might be looking for a bank-branded credit card to help boost their credit ratings. And the best part of this bank marketing idea is that the logistics are simple. Education is no longer tied to classrooms. There are apps that offer online education anytime, anywhere, at the learner’s pace.
  1.  Share and care
    A little free swag can still go a long way. Consider handing out branded packages of school supplies at back-to-school time—or pens, pads, and other necessities for small businesses at events or even in-branch. Including special offers or promotions with these goodies—like a special free-checking or goal-based savings, for students, or discounted loans or business services for commercial accounts—can create additional engagement.
  1.  Socialize where your customers are: online!
    Of all our bank marketing ideas, this might be the most basic. Today, there’s just no reason not to be active on social media. And, if your bank isn’t utilizing social media to promote your rates, special offers, services, and mission, you’re missing a huge opportunity. Social lets you show off your personality and differentiate from faceless megabanks—and can showcase local landmarks and events to help you build an online community around your real, offline community. Best of all, your social channels give you a way to inform your audience about your care packages, giveaways, learning opportunities, and all the other marketing ideas listed above.

These quick-and-easy ideas are just the tip of the iceberg; there are countless ways to get attention and boost your brand—if you’re willing to get creative and engage with your audience in new ways. If you’re looking to learn more tips and best practices for bank marketing, check out The Ultimate Guide to Financial Digital Marketing: An Interactive Guidebook for Banks & Credit Unions. You’ll learn how to pull all these—and other—ideas together into a cohesive and effective campaign. Download it for free today!

Helping Improve Financial Capability in High-Need Areas

With numerous natural disasters in the past couple of years in places such as Florida, New Orleans, and more recently with Puerto Rico, it is more important than ever to reinvest in those communities by providing financial education. Financial education can help revitalize both poverty-stricken communities and those struck by disasters.

Financial education is effective because it gives students and adults life skills. According to PolicyLink, when integrated into public programs and the workplace, financial education can help lower-income families improve financial security. Financial security is necessary for economic mobility in poverty-stricken communities. Financial education has the potential to support long and short-term recovery efforts, especially in disaster and poverty-stricken areas.

Education in Puerto Rico

Recently EVERFI partnered the Department of Education in Puerto Rico to bring financial education to Puerto Rico. With more than 46% of families living below poverty, students will learn important skills such as obtaining credit, saving techniques, budgeting, retirement planning, understanding different account types and more in order to equip themselves with a financial toolkit.

Before Hurricane Maria, EVERFI was named the official digital financial education provider for the island of Puerto Rico. When visiting Puerto Rico, Ray Martinez, EVERFI President of Financial Education shared, “Expanding our financial education offerings to Puerto Rico is a personal priority of mine because it is where my family’s story begins as the birthplace of my father,”  “In the midst of recovery from Hurricane Maria and financial hardship, [FInancial Education] lays the foundation for empowering every public elementary and high school student with the skills needed for a strong and healthy financial future.”

Even in the wake of the recent humanitarian disaster, schools in and around San Juan displayed amazing resiliency and began to slowly reopen. Just three weeks after the disaster, EVERFI was able to train over 200 teachers, in English and Spanish, at no-cost to the Puerto Rico DOE or the local schools.

There is still a long way to go before Puerto Rico will be able to fully bounce back from Hurricane Maria but financial education can help revitalize this disaster-stricken area.

Committed to Financial Capability

In partnership with financial institutions, EVERFI is committed to improving the financial capability of all Americans, regardless of socioeconomic status or background and reaching communities that need it most.  

Financial capability starts in the classroom. Join us in the Financial Capability Network to learn more about how we are helping to bring financial education to the communities that need it most.

Traditional vs. Digital Marketing

Is Your Financial Institution Prepared for the Digital Age?

The digital age, as it has with so many facets of daily life, has permanently altered how regular consumers use and view financial institutions. Consider that today’s consumer only walks into a physical branch an average of three times per year; in 1995, they visited a branch more than 24 times a year. Today it’s easier than ever before to transfer money, apply for loans, make deposits and payments, and get information—without ever setting foot inside a bank or credit union.

While consumer banking habits have changed, many banks have not changed their marketing and advertising tactics to keep up. And this is a problem. Non-traditional services like PayPal, Square, and Mint have ridden the digital wave and are crowding the financial services playing field. If traditional financial institutions want to compete, they need to embrace financial digital marketing.

Traditional Advertising vs. Digital Marketing

While we’re not suggesting you scrap your traditional advertising channels altogether, it’s important to know why they are limiting. The problem with traditional advertising is that it’s one-dimensional—it sends a single message and hopes that it is being received. Digital marketing, on the other hand, allows for continued personalized interaction with your brand, offers opportunities for consumers to take immediate action, and lets you track results.

Financial education is a great example. When banks and credit unions offer online opportunities for learning, their consumers and prospects have a chance to interact with the brand. They are receiving the valuable education, but they’re also on the financial institution’s website, interacting with the brand, exploring, and simultaneously building trust in the brand. When they need a financial service, they are more likely to choose the brand that they’ve already come to respect. And—since they’ve provided access to online education modules—financial institutions can track consumer progress and follow up with other relevant offerings.

Learning why digital financial marketing is important, is only the first step. For more information on how your financial institution can get started with digital marketing, download the complete guide here for free!

5 Types of Financial Content Marketing to Prioritize in 2018

5 Types of FinEd Marketing in 2018

If you’re like many financial marketers, you know that you should be doing content marketing, but you’re not sure what kind of content to create. In this post, we’ll explore five types of content that work well for financial institutions and their financial content marketing.

  • Thought leadership
    Thought leadership is any content that allows you to simultaneously provide value and display your industry expertise. Examples include white papers and guides. Remember that the primary goal is to provide information about a specific topic, so be careful not to sound too salesy.
  • Education
    Education is a great way to engage prospects in any industry, but it’s especially true for banks and credit unions, where prospective customers are often actively searching for financial knowledge. By addressing an active need, you’re helping consumers build financial know-how while also building trust and credibility in your brand.
  • Blogs
    Blog posts—like this one—are shorter articles that provide a little bit of info on a certain topic. They require less time to read, and they’re highly searchable and shareable. It’s important to blog regularly—perhaps once a week—to provide fresh information to your readers and not appear “stale.”
  • Case studies
    Case studies relate stories of how your brand has helped other people. By providing relatable stories, case studies help customers imagine how your services could also help them with their own pain points. Case studies can also be posted to, or promoted on, your blog.
  • Webinars
    A webinar is a virtual classroom, where a presenter teaches a class, asks questions to a panel, or takes questions from an online audience. Although they are usually live, webinars can also be recorded and posted to your website, where they can add continue to add value in the future.

Financial content marketing is an integral part of your digital marketing strategy, but there’s a lot more to know. To learn more about digital marketing for banks and credit unions, download our complete Introduction to Digital Marketing Guide today!.

2018 Calendar

Create a High Performing Financial Marketing Calendar in 2018

2018 Calendar

Financial marketing is like meeting a friend for coffee: if it doesn’t get scheduled, it just won’t happen. After you’ve spent time creating a robust financial education or content program, then, the next step is laying it all out on the calendar that will get you the most return for your hard work. A calendar can help you determine your strategic priorities, as well as organize your efforts. But it’s not set in stone. Here are some three considerations while planning:

Major milestones and events
Do the major milestones first. Lay out big events, programs, and promotions months or even a year in advance. Are you planning to do four webinars next year? Three community events? A financial wellness program? Put them on the calendar now—or they probably won’t happen.

Do micro-planning in three-month increments. This is the time to schedule blog posts, social media posts, and emails. Don’t be afraid to get granular: make decisions about specific days, times, and channels, and choose topics for your blog posts and emails. Refer to best practices to help you schedule your emails and blogs. Don’t forget to leverage the data from last year to help you make decisions for this year. 

Equally as important as getting your dates is deciding who will do what. Who is writing the blog posts? Who is publishing to social media? Who is sending emails? Who is organizing the webinar? Assign roles, get buy-in, and add names to everything on the calendar. If you have a small team take time to prioritize the tasks so that you know ahead of time what can get accomplished and what can be put on hold. 

You might think that scheduling is the final step, but don’t forget to measure the effectiveness of your program by collecting and reporting data that will help you fine-tune the program for the next go-round. Want more ideas on how to create a marketing plan that incorporates financial education? Download our guidebook, The Ultimate Guide to Financial Marketing Success in 2018.