Portfolio of Sally Smith
Some Work I’ve Done (well not just me. no one does anything alone.)
In 2010, Johnson Financial Group was failing. Its Chairman, Helen Johnson Leipold, who represents the 5th generation of engaged Johnson Family leadership — the same family that founded SC Johnson Company — hired a new management team to revitalize the bank. Infused with $210 million in capital from the Johnson family and back on solid footing, it was time to let everyone know we are here to stay - and here for good — remaining locally owned and fiercely privately held in Wisconsin.
Establishing our healthy return was not enough. We needed to let our customers and prospects understand our unique approach as well as our breadth of offerings from banking to wealth to insurance.
Working with 6 Regional Presidents, the campaign was unique to each market yet unified in its messaging. Customers told us their story-each representing a different aspect. A twist on the traditional testimonial ad, each customer's story served as a backdrop to illustrate our unique approach and commitment to privately held business owners.
An integrated campaign using print, radio, digital, outdoor and direct mail got the word out. The ads celebrated our customer relationships in each region, yet were relevant in all markets, allowing us to humbly speak about our approach, including our ability to customize solutions for expanding businesses and assist in managing the sale for family owned businesses.
The next series of ads focused on our depth of expertise in each of our key areas: Banking, Wealth and Insurance.
Video provided added depth to our customers’ stories. Posted on our website, used on sales calls and broadcast at our annual town hall, they help illustrate our unique approach to developing customized solutions, commitment to long term relationships and expertise in working with multi-generational businesses. Radio ran in key markets throughout Wisconsin.
Digital has played an important role in our efforts to get the word out.
Digital — from website development, social media, emarketing to digital advertising has played an important role in our effort to tell our story.
Johnson Financial Group’s website needed an overhaul. The marketing team created a task force comprised of representatives throughout the organization to provide input for content. A digital agency was engaged. Our new site reinforced our brand and showcased relevant content and videos across all business lines. It provided customers, prospects and centers of influence with an insight to our expertise and ability to look at our clients' entire financial picture.
Social Media: Facebook, Twitter and LinkedIn are consistently used to highlight our holistic approach to helping our clients achieve their financial goals. Content, corporate sponsorships, community involvement are shared on an ongoing basis.
eMarketing: We leveraged it a number of ways. This is an example of our business and consumer eNewsletters, published quarterly.
Digital Advertising: Reinforced our radio and print advertising in select markets in the Wall Street Journal, as well as other digital publications in select regions.
Direct mail was leveraged to promote new branch openings, as a prospecting tool for our commercial bankers and commercial insurance producers.
This example shows work that was developed for our new branch opening in Mequon, WI. We focused on customer needs rather than pushing a specific product. We also worked with local retailers in the community to provide offers that would help build their business while providing value to our prospects.
Milwaukee represents the largest opportunity for JFG. We don’t have the budgets of the large banks. How to appear bigger than we really are? How can we make an impact and build awareness?
Each sponsorship is evaluated on its ability to meet one or more key criteria: Demonstrate our commitment to our communities, leverage our employees so they can be engaged in the cause, and leverage our customers’ commitment to community.
A series of invitation only events featuring information/speakers of interest to our clients and prospects including a Panel Discussion featuring business owners (customers) across a breadth of industries and our Chief Investment Officer, a Seminar featuring a nationally recognized speaker and author advising multi-generational family businesses, and a Bull and Bear debate featuring our Chief Investment Officer. Each event was followed by a cocktail reception allowing guests to meet our speakers, spend time with each other and their relationship managers.
For the past 6 years, we have sponsored this annual coat drive. Significant broadcast support through :10 spots featuring our employees builds awareness of the 4 week initiative and builds internal engagement. Drop off boxes are placed in each of our 20+ locations in the FOX6 broadcast area. Augmented via social media and internal communications, we have contributed thousands of coats to the local Salvation Army in Milwaukee, Racine and Kenosha counties.
Long recognized as the leading Boys & Girls Clubs organization in the country, the clubs provide a safe place for kids in underserved neighborhoods after school, and build healthy futures through sports, tutoring, and a variety of activities. The annual MVP awards is the Clubs premier annual event, attracting VIPs and civic leaders in business, government and education across metropolitan Milwaukee. Johnson Financial Group has sponsored this major event for the past 4 years. Our Executive Management is very involved in the clubs. Each year we have over 20 employees who volunteer at the event. Our CEO pays a visit to the clubs and uses his interactions during his visit to prepare his speech and use as examples of the good work the clubs perform for the kids. We also host several of the kids and their parents at our table as guests, helping our team get to know the kids’ and providing real life role models for the kids.
Our company headquarters are in Racine, WI. Each year, we sponsor the Racine Zoo’s summer music series “Animal Crackers,” and invite our customers to join us for an evening. Our employees greet our guests, direct them to our tent, and serve refreshments. Over 200 customers and friends are invited to hear great music, visit with our relationship managers, sit under the stars and enjoy a casual meal
Employees dedicate a day in May to helping each of our communities. Activities assisted over 60 non profit organizations across our footprint and ranged from painting to landscaping to visiting the handicapped. Check out this year’s video.
On Wednesday, July 12, 2017, the areas of Burlington and Kenosha, WI were devastated by unprecedented floods. The National Guard was sent in, the Red Cross and major relief agencies are in the markets.
JFG wanted to help. Within days, we mobilized our employees to volunteer removing mold, water, putting up drywall and soliciting in-kind and cash donations to assist residents in Burlington and Kenosha. We formed partnerships with several relief organizations in the market, set up an intranet site, mobilized over 20 employees in the first few days after the floods. More employees continue to sign up.
Internal communications, social media and sweat equity all helped the flood disaster victims.
Tracking results for marketing can be more than science. But there’s lots that can be quantified. Instilling accountability for our work is a passion.
Feedback surveys to attendees are sent after each major event, helping us know what went well and what we an improve on.
Customer Satisfaction Surveys: To better understand what customers think abut our service, delivery and products, our Wealth business unit is conducting the first of what will be an annual customer satisfaction study. Working with a nationally recognized firm and my Wealth business partners, we designed the survey, obtained the customer data and fielded the study. The results will serve as a benchmark and help us identify strengths, weaknesses and opportunities for improvement.
