panel discussionoutdoor – example 2. transit. kiosks. brand merchandise statement insert sample...
TRANSCRIPT
ATM BrandingPanel Discussion
October 4, 2007
ATM Bank Branding
MODERATOR:
Keith MyersExecutive Vice PresidentCardtronics
PANELISTS:
Bryan PisciottaVP , Automated ChannelsCitibank
Eric D. TamborVP, ATM and Electronic PaymentsSovereign Bank
James S. WalkerGeneral Manager of ATM GroupPNC Bank
Cardtronics Overview
• Largest ATM Operator with over 31,000 Locations Worldwide of which 9,000+ are Bank Branded
• Provide Comprehensive Turnkey Solutions of ATM Services and Products
• Process Over 260 Million ATM Transactions Dispensing Over $16 Billion in Cash Each Year
• Locations Provide Over 2 Billion Passive Impressions Every Month that can be used for ATM Bank Branding
• Provide Surcharge Free Access to over 32,000 ATMs with our Allpoint Subsidiary
Cardtronics ATM Footprint
Largest portfolio of ATMs in the world– Leader in the United States with over 28,900 locations– Premier ATM platform in U.K. with over 1,700 locations– Largest non-bank deployer in Mexico with 900+ locations
Deployed Locations US Population Density
UK Population Density
31,000 +31,000 +
ATM Contracts with Leading Retailers Provide Excellent Branding Opportunities
C-Store Grocery Big Box/Rx Specialty
International
ATM Branding Framework
• Cardtronics or others– Has ATM contract with merchant– Owns, manages, operates ATMs– Arranges for select banks to brand the ATMs
• Branding Bank– Displays signage, logo, screen sets and other advertising – Customers gain surcharge free access– Bank brand awareness is increased
BRANDING
Why Do Banks Brand?
• Protect Existing Market Share
• Penetrate New Markets
• Enhance Bank Brand Awareness
• Rapidly Increase ATM Locations
• Provide More Convenience to Customers
Bryan PisciottaVP, Automated Channels
Citibank
ATM Branding
Overview of Citibank, NA
Citibank, NA• 1,011 Branches – 10 states, D.C.
• 3,231 Full Service ATMs
• Proprietary, Diebold, NCR
• Proprietary Software
Citibank ATMs(10 States, D.C.)
• Custom Sites: 275 Cash ATMs
• Partner ATMs:
• 7-Eleven – 5,554
• Murphy Oil, Minyards – 133 ATMs
Branded ATMs(35 States, D.C. + Puerto Rico)
• MoneyPass : 10,117 ATMs
• Publix: 920 ATMs
Fee Free Non branded ATMs(50 States)
Citibank Branch ATMs
CONFIDENT SAFESECURE
Citibank Branch ATMs
Citibank DeNovo Branch ATM
Citibank ATM at CitiFinancial
“Clean up on ATM Lane #2”
Citibank Branches
Citibank FCs
Citibank Branded Custom Sites
State CountAZ 1CA 57CO 1CT 7DC 12DE 3FL 15GA 2ID 1IL 14KY 1MD 7MI 1MN 1MO 2NC 2NJ 7NM 1NY 115OH 3PA 1PR 6TX 12
Bank At Work ATMs
BAW ATMs
Citibank Branded Minyards/Murphy Oil ATMs
Minyards Murphy Oil
Citibank Branded Minyards/Murphy Oil ATMs
Minyards & Murphy Oil ATMs
Citibank Branded 7-Eleven ATMs
Citibank Branded 7-Eleven ATMs
7-Eleven ATMs
Unbranded Fee Free ATMs
10,117 ATMs
920 ATMs
MoneyPass and Publix ATMs
U.S. Citibank ATM Distribution
Citibank FCsBAW ATMsMinyards & Murphy Oil ATMs7-Eleven ATMsMoneyPass
Eric D. TamborVP, ATM Electronic Payments
Sovereign Bank
Sovereign – CVS – Cardtronics
Branding Relationship
Agenda
• Sovereign Bank Overview• Sovereign/CVS Marketing Objectives• Branding Results• Marketing Initiatives
– TV (radio too)– Bill Boards– Transit– Kiosks– Newspaper– Merchandise (inserts)– Web
• Questions
Sovereign Footprint
1
An Exceptional Franchise Serving the Northeastern United States
18th largest bank in U.S. with $83 billion in
assets at June 30, 2007
750 offices& over 2,250 ATM’s
Approx. 11,850 team members
Source: SNL DataSource
5 Largest MSA’s in Northeast U.S.No. of SOV Mkt SOVOffices Share Rank
New York 226 1.98% 10Philadelphia 86 4.30% 7Boston 173 6.65% 3Providence 55 10.58% 3Hartford 29 4.78% 6
Sovereign CVS Marketing Objectives
• Sovereign Market Penetration– Using co-branded ATMs to supplement our branch infrastructure and maximize
our market penetration– A cost effective means to expand network
• Consumer Awareness– ATMs and retail locations provide cost effective advertising opportunities to
enhance consumer awareness of Sovereign Bank– High traffic environment
• Customer Convenience– Off-premise ATM locations combined with our physical CBO and ATMs provide
customers with extraordinary convenience to conduct their banking business without surcharge fees
• CVS– Increased foot traffic – Recognized bank’s ATM– Exposure to relatively affluent customer base– Brand resonates with our customers (top 10 VCC volume)
Sovereign CVS/pharmacy Branding Results
• Sovereign branded CVS ATMs were deployed throughout the Sovereign footprint starting in June of 2006.
• Sovereign Bank doubled the number of ATMs available to its customer base. To date, we have placed 1,114 ATMs in CVS stores, bringing our total ATM base to 2,250.
• Sovereign Bank, Cardtronics and CVS/pharmacies have worked collaboratively to promote the convenience of the ATMs in CVS stores. The Sovereign Bank footprint has observed a steady growth in transaction volume initiated by Print, Radio, TV and Billboard/Outdoor advertising.
ATM Transaction Activity
0
100,000
200,000
300,000
400,000
500,000
600,000
Aug-06
Sep-06
Oct-06
Nov-06
Dec-06
Jan-0
7
Feb-07
Mar-07
Apr-07
May-07
Jun-0
7Ju
l-07
Aug-07
Increase in Transaction Volume Sovereign CVS ATMs
“The Sovereign Bank Footprint has observed a steady growth in transaction volume initiated by Print, Radio, TV and Billboard/Outdoor advertising.”
*Part of increase in volume due to ramp up to 1,100 ATM’s over time
TV Spots
• TV Spots are running for the duration of the Red Sox season on all NESN channels, for all Red Sox games, both home and away
• Red Sox TV Spots feature Jerry Remy who is a local icon and was a Red Sox Hall of Fame recipient in 2006. Jerry is also a television analyst and New England cult figure. The TV Spots make specific mention and visual placement of Sovereign and CVS/pharmacy
Billboard
Outdoor – Example 1
Outdoor – Example 2
Transit
Kiosks
Brand Merchandise Statement Insert Sample
Customer Statement
Inserts were distributed
to over 1.4 million retail
DDA’s in February, 2007
Prior Statement Inserts were distributed in 2006
Newspaper Ad
Sovereign.com Initiatives
• Sovereign has done significant promotion with CVS/pharmacy at Sovereign.com
• Examples include:- Sovereign.com homepage, with CVS logo and store pictures
ATM/Branch Locator Home Page
Sovereign.com Initiatives
- ATM Branch locator search result page
• With CVS/pharmacy mention
ATM/Branch Locator Home Page
Sovereign.com Initiatives
ATM/Branch Locator Home Page
• ATM branch locator search result map pagewith CVS mention
James S. WalkerGeneral Manager ATM Group
PNC Bank
ATM Branding
PNC Bank
• $125 billion in assets• 1,104 branches
– PA, NJ, DE, VA MD, DC, KY, OH
• 3,900 ATMs– 7th-largest bank deployer
• Largest Network of ATMs– Number of ATMs to branches– Most in PA, NJ and DE
• 2+ million consumer customers
Role of PNC Bank ATMs
• Provide convenient locations for PNC customers– Most locations vs. branches
• Make a profit on ATM installations• Most popular types of off-site locations
– Convenience stores (8 major chains)• Chains are our preference
– Transportation– Universities– Workplace– Sports Facilities– Casinos– Standalone– Grocery Stores– Hospitals
Branding
• Currently brand 70+ Walgreens in Cincinnati market place• 60+ Rite Aid locations in Baltimore/DC area• Fill in a gap
– No significant presence in either market– Can point to Rite Aid or Walgreens– Easy to sell to customers