IT’S TIME TO TRANSFORM!BANCO POPULAR’S!MARKETING

Index

1. Consumer Behavior Has Changed

2. How We Market Our Products/Services Needs to Change

3. Proposed Transformation Plan

1.  Consumer Behavior Has Changed

2. How We Market Our Products/Services Needs to Change

3. Proposed Transformation Plan

…the Internet has turned what used to be a controlled, one-way message into !

a real-time dialogue with millions.

DANIELLE SACKS THE FUTURE OF ADVERTISING

FAST COMPANY, NOVEMBER 17, 2010

“

of adult Americans use the Internet."79% "

78% "of Internet users conduct product research online."

SOURCE: COMSCORE, AUGUST 2010

10.3 Billion"" "searches are conducted every month on Google."

"

SOURCE: THE MEDIA AUDIT, OCTOBER 2010

1/3"of US consumers spend three or more hours "

online every day."

SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

SOCIAL NETWORKS/BLOGS ONLINE "GAMES

EMAIL PORTALS VIDEOS/MOVIES

= 1 MINUTE

US Internet users spend !

3x more minutes on blogs !& social networks !

than on email.

70% !of the links search users !

click on are organic—not paid.

SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007"

Companies that blog get ! !

website visitors.

SOURCE: HUBSPOT, 2010

55% more

57% of businesses have !

acquired a customer !through their !

company blog.

Inbound marketing costs 62% less !per lead than traditional, outbound marketing.

!AVG COST/LEAD: $143

AVG COST/LEAD: $373

OUTBOUND INBOUND SOURCE: HUBSPOT, 2011

1. Consumer Behavior Has Changed

2.  How We Market Our Products/Services Needs to Change

3. Proposed Transformation Plan

We need to stop interrupting what people are interested in &be what people are interested in.” "

CRAIG DAVIS"CHIEF CREATIVE OFFICER, WORLDWIDE"

J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)"

“ Audiences everywhere are tough. They don’t have time to

be bored or brow beaten by orthodox,

old-fashioned advertising. "

70% of millionaires

use Social Media

46% of them used

Facebook in 2011

60% "of Wealth Management

firms have no presence on

major Social Networks"

You need to be present and be part of the

conversation.

Social media is not going away.

Financial Services on !Social Media

Popular One in Search Engines

Search Term Monthly Searches

Can you find Popular One?

Popular One 110,000 no

Investment In Puerto Rico 1,000 no

Invertir en Puerto Rico 260 no

70% of the links search users click on are organic - not paid.

22"

The bad news:!We’re way behind.

The good news:!We can transform!

& WIN!

1. Consumer Behavior Has Changed

2. How We Market Our Products/Services Needs to Change

3. Proposed Transformation Plan

Google is our new business card

OUTBOUND"

INBOUND"

This !should be our!new marketing !mix.

• “Permission”-based • Avg response rate 20-50%

•  “Interruption”-based •  Avg response rate: 1-5%

6 Month Goals

+ Define Digital presence needs

+ Create SM platform and personality

+ Evaluate website content opportunities for improvement

+ Ideate content action plan

""

DIGITAL PRESENCE PROPOSAL

DEVELOPMENT OF SOCIAL MEDIA PLATFORM AND CONTENT FOR POPULAR ONE

360 approach to content generation and conversations

+  Development of a Social Media content Calendar

+  Evaluation of Popular One’s online presence and branding needs

+  Development of differentiation approaches

+  Development and implementation of Social Media platforms

+  Content development, direction and production for Website and Social Media sharing

DIGITAL PRESENCE PROPOSAL"

CONTRACT DURATION: 3 months

MONTHLY HOURS: 40

MONTHLY COST: $5,000

TOTAL COST: $15,000

Who We Are Our past lives...

"

Finance Portfolio