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Financial Services (Banks, Credit Unions, Investment Banks)
Ethridge & Associates, L.L.C. has more than 30 years of experience helping all types of financial institutions improve their marketing and communication effectiveness. We do this by providing strategic marketing and employee communication services to help them generate new customers (referred to as members in credit unions) as well as cross-sell existing customer with new products and services. Our services that are most popular with financial institutions are listed below.
External Marketing Communication
The external marketing services that we provide to financial institutions are listed below in the order of demand for these services among these types of clients.
- Marketing Opportunity Analysis — to help them develop Strategic Brand Positioning campaigns that best capitalize on their competitive advantages and to build new advantages in the market
- Customer Satisfaction / Loyalty / Value Research — to help them identify the most important drivers (attributes) of customer satisfaction, loyalty and value, as well to track how customers perceive their financial institution to be performing on those drivers
- New Product / Service Concept Development and Testing — to design, test and optimize new financial products, services and brand positions
Data Mining, Enhancement and Modeling — to identify which customers/members are the best prospects for profitably cross-selling other products and services- Advertising and Public Relations Effectiveness Measurement — to measure the true, in-market effectiveness of advertising or public relations in terms of key marketing effectiveness measures
- Message Testing / Advertising Copy Testing — to test slogans/themes/taglines, print layouts, direct mail packages, radio ads, television ads and television programs
- Name, Logo or Package Testing — for new corporations, new brands, or new consumer packaged goods packages
- Motivational Linguistics Analysis® — to discover the exact key words, phrases and visual symbols to use to motivate their audiences
Financial institutions have hired us to do both qualitative and quantitative marketing and communication research using the following methodologies.
- Qualitative — focus groups, psychological in-depth (one-on-one, in-person interviews), telephone qualitative interviews, web survey qualitative interviews, intercept qualitative interviews.
- Quantitative — telephone surveys, hosted Internet web surveys, email surveys, mail surveys, intercept surveys.
Internal Organizational Communication / Employee Communication
Also, we provide the following internal training services for financial institutions.
- Sales Competency Surveys
- Employee Satisfaction Surveys
- Employee Attitude Surveys
- Organizational Culture Assessments
- Training Effectiveness Surveys
- Becoming Customer Focused
- Communicating with Skill
- Coaching Your Organizational Team
- The Art of Negotiation
- Resolving Conflicts
- Leading People Through Change
- Diversity Training
We have conducted employee surveys at all levels of financial institutions, from the highest levels of corporate officers to the lowest level of employee on the hierarchical organizational chart, using both qualitative and quantitative research methodologies as follows.
- Qualitative — focus groups, in-depth (one-on-one, in-person interviews), telephone qualitative interviews, web survey qualitative interviews, intercept qualitative interviews.
- Quantitative — telephone surveys using live interviews, automated surveys using IVR technology, hosted Internet web surveys, email surveys, mail surveys, intercept surveys.