Wells Fargo Marketing Materials:

1
Wells Fargo Marketing Materials On the Right
Path? Beth Doroff Final Project
Presentation May 2006
2
Situation at Wells Fargo

• Institutional Trust Services client base
• Change in Relationship Manager role
• Trend in business-to-business marketing to
  provide substantial content

3
Wells Fargo Marketing Materials

• Article reprints

• Brochures

• Product fact sheets

4
What I Wanted to Find Out
Research Question Do the marketing materials
provided to the Wells Fargo Relationship Managers
meet their communication needs?
5
How I Found Out

• E-mailed survey to 170 Relationship Managers
• Survey contained 18 questions, close and
  open-ended
• Focused on satisfaction with content,
  format/design, training, and sales
• 91 Relationship Managers completed the survey
  (53.5 response rate)

6
Please indicate your satisfaction level with the
content quality of each marketing material.
Marketing material Extremely satisfied/ Satisfied
Client newsletter 98
Brochures 95
Article reprints 91
White papers 87
Product fact sheets 87
Relationship review and plan templates 78
Client profiles 56
7
Please indicate your satisfaction level with the
quantity of information contained within each
marketing material.
8
Please indicate your satisfaction level with the
design and format of each marketing material.
9
I feel properly trained on using this marketing
material with my clients.
Marketing material Strongly agree/Agree
Product fact sheets 84
Brochures 83
Relationship review and plan templates 81
Client newsletter 80
Article reprints 77
White papers 76
Client profiles 47
10
Overall, Institutional Trust Services marketing
materials assist me with my Wells Fargo Strategic
Relationship Management efforts.
11
What I Discovered
Do the marketing materials provided to the
Wells Fargo Relationship Managers meet their
communication needs? YES
12
Summary of Findings

• More than half of Relationship Managers were
  satisfied with content quality and quantity.
• The majority of Relationship Managers was
  satisfied with the design/format of each
  material.
• More than 50 of Relationship Managers felt
  properly trained on using all but one of the
  materials.
• Relationship Managers confidently agreed that the
  materials assisted with sales.

13
Translating Results Into Action

• Incorporate feedback into future materials.
• Ensure training is built into the launch of new
  materials.
• Continue to measure materials with annual survey.

14
Questions?