A short presentation on how 1st Advantage measures brand equity and the impact it has had on the member experience and relationships per household.

1. Brand Equity Score
How It’s Measured and
How You Can Impact It.

2. What Is Brand Equity?
• A measure of a brand’s value to its
customers expressed as a willingness
to recommend the brand and to buy
from the brand again.

3. How Is Brand Equity Measured?
• Two surveys are conducted – one
monthly, another quarterly
• Monthly survey is sent by e-mail to any
member who has opened a new loan or
deposit account the previous month.
• Quarterly survey is sent by e-mail to
randomly selected area residents to
track awareness (only respondents who
identify 1A as their primary
financial institution are included
in the score).

4. How Is Brand Equity Measured?
• Monthly survey – member is asked two
key questions based on their recent
experience.
• Quarterly survey – member is asked
two key questions based on their
overall experience.

5. How Is Brand Equity Measured?
• The answers to those questions are
tabulated to provide a “score” which
can be used to measure how well
we are doing delivering a
memorable, loyalty-building
experience.

6. The Questions
On a scale of 0-10 (0=Not at all Likely,
10=Extremely Likely):
• Question 1: How likely would you be to
recommend 1st Advantage?
• Question 2: How likely would you be to
open your next account with 1st
Advantage?

7. How We Get The Score
• The number of those who answered 9 &
10 minus those who answered 0 – 6
give a “net” score for each question.
• Those two scores are divided by 2 and
added together to give us our “Brand
Equity Score” – the higher the number
the better.

8. Example
• Of 250 surveyed, on Question #1, 210
answered 9 or 10 and 15 answered 0-6:
210 – 15 = 195
• That is divided by 250 for the “net
promoter” score:
195 / 250 = 78%

9. Example
• On Question #2, 200 answered 9 or 10
and 25 answered 0-6:
200 – 25 = 175
• That is divided by 250 for the “net
loyalty” score:
175 / 250 = 70%

10. Example
• The two scores are divided by 2 and
added together for the final Brand
Equity Score:
(78 / 2) + (70 / 2) = 74%

11. How Can We Affect The Score?
• Any interaction we have with a member
has the potential to add or subtract from
the score.
• At the department/branch level just one
or two members could have a big
impact on the branch/dept quarterly
brand equity score.

12. How Can We Affect The Score?
• Make sure every member we serve has
a current e-mail address on file.
• Let them know they may receive a
survey request from 1st Advantage by
e-mail.
• Provide friendly, professional member
service.

13. The Results
• Consistently Improving Scores
• 23% Increase in Brand Equity score
from end of 1Q2008 to end of 1Q2009.
• Slight increase (5%) in 90-day Products
per Household for new households.

14. Thank You!
• Contact info:
Jim Craig
VP-Marketing
1st Advantage FCU
jcraig@1stadvantage.org
http://www.linkedin.com/jimncraig
http://www.twitter.com/jimncraig