1st Mariner Bank

(Annapolis, MD)
Hazel Mbambo
Christina McAuliffe
Willie Ponder
Bobby Schreiber
Brian Shields

Demographics
Age Distribution:

Age 24 or Less - 26.55%

Age 25 to 44 - 28.00%
Age 45 to 64 - 24.69%
Age 65 or More - 20.75%

Household Income Distribution:

Less Than $25K - 15.79%

$25K to $49K - 15.11%
$50K or $149K - 49.18%
$150K or More - 19.91%

Demographics

Product Demand: (DMA average

$ per household divided by
average dollars per household)
Loans Market Index: 1.38
Deposit Market Index: 1.21
Wealth Mgt Index: 1.63

Households: 21,041

Products per household: 9.71

Avg HH income: $107,361

Demographics

Commercial Growth:
Total businesses - 3,015
Est Revenue growth: 3.92%

Primary Market Focus:

Commercial (specifically large corp)

Est. Total Deposits: 2.397 Billion

Est Deposit share : 1.22%

Total DMA competitors: 44

Market Share Actual June - 2015

1st Mariner Bank: .74%

Bank of America: 30.02%
Wells Fargo: 7.09%
Branch Banking and Trust Co:
6.53%

Marketing Tactics
1st Mariner Bank Sponsor Tents at surrounding college Events

Navy Sporting Events (Football, Rugby, Lacrosse)

St. John's Campus Events
Graduation Ceremonies
College Move in/out

Social Media Campaigns

Stay up to date with all Social Media Platforms

Great way to generate WOM at a cheap rate
Stick with Social Media Platforms that fit 1st Mariner

Marketing Tactics (contd)

Celebrity Endorsements

Meet and Greet with Joe Flacco

Small Business Networking Breakfast
Have selection of breakfast foods and coffee

Smart Dollar

Smart Happy Hour

Step 1: Hire Millennials to identity with young professionals
Step 2: Partner up with Smart Dollar
Step 3: Reach out to companies around the annapolis area (Law Firms, Accounting firms, etc,.)
Propose a partnership to help make their young employees more financially fit.
Step 4: Have employers market Smart Dollar Happy Hour to its employees for the bank

Smart Happy Hour (contd)

Create space within the building to use after bank hours

for Happy Hour
Provide free alcohol and/or food to guests
Spend the first 30 minutes networking with each other.
(Allows bank managers the opportunity to build personal
relationships with potential customers.)
Play videos of Dave Ramsey and go over the 7 baby steps
and their succes
Have bank representative talk about how 1st Mariner
works to help its customers achieve these financial goals.

Rewards Program
Baltimores Plenti Points

The new Plenti card from American Express promises to bring order to chaos by combining all
your loyalty programs - and the points you earn - from hundreds of retailers into one.
This reward program can be used at local businesses to keep in line with the Baltimores Bank
theme
Though first Mariner already has rewards programs, being connected to a program that is
already being marketed by Amex and other businesses like Macys Baltimores Plenti program
will give 1st Mariner needed exposure

Baltimores Plenti Plan

Reward points can be used from energy providers and telecoms like Direct Energy and AT&T, to
insurance companies and retailers like Nationwide and Macy's, consumers have a wide array of
purchasing options and potential incentives
Since Plenti is handing out exciting promotional pamphlets at their in-store partners, if 1st
Mariner adopts its own subset of the Plenti program, it will be able to advertise in these stores as
well
With Plenti you can use any credit card you want and earn Plenti points, so any points you get
are on top of your usual rewards. However, using a first Mariner card (Check or Credit card,
Visa, discover, American Express or Mastercard) will give consumers an extra point or two
above the normal Plenti points.

Student Loans

How to Target Millennials

58% of Maryland college students have student loan debt.
Offer different payment options

Pay Immediately
Pay Interest
Defer your Payment

Lower interest rates with a reliable Co-Signer.

First Mariner Bank can offer no minimum balance and no monthly fees
for students checking accounts.

Helps maintain customer base after student loan is paid off.

Student Loans (contd)

St. Johns College and First Mariner Bank

57% (290) of St. Johns students have student loans

Total amount of debt for St. Johns is $1,764,070 with an average of $6,083 per
student.

First Mariner Profits

Year 1 at 1% of Student Loan Revenue is $366

Year 3 at 5% of Student Loan Revenue is $1,830
Year 5 at 10% of Student Loan Revenue is $3,538

Revenue Projection
Assumptions:

20,597 millennial's in DMA

.74% market share
Each millennial is worth $435
.2% increase in market share
per year
60% go to college
50% take out loans

DMA Revenues

Targeting Small Businesses

Push online payment options

Only 35% of surveyed banks are meeting payment needs of small businesses.
70% of small businesses want to eliminate the process and go paperless.
Eliminating paper checks interested 68% of small businesses.

Hire Customer service representatives (CSRs) to step into sales roles to market and
cross-sell.
Use detailed customer profiles and lists of products relevant to the needs of
businesses.
Provides customers with real-time information and quick credit decisions.

Small Businesses (contd)

Offer SBA-backed loans

Longer maturity
Lower down payment
Easier qualification

Emphasize convenient and non-complex products/services

Small business owners do not have time for complicated procedures

Hold networking breakfasts at the branch

Branch Suggestions

Format geared toward sales

Tellers in back

Signs promoting products

Lounge (free coffee)

Private areas for seminars and

account opening

Have greeters

Questions from the Audience