Washington Mutual Diversity Best Practices: Session XVI Washington, DC

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Washington MutualDiversity Best Practices
Session XVIWashington, DC

• Wednesday, April 30, 2003

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Close to 50 of the Asian Population Resides in
California and New York
Nationwide Total 11,500,000
Source U.S. Census 2000
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Asian American Purchasing Power And Population
Size Is Larger Than Many Countries
Source The World Bank Group, 2000 U.S. Census
2000
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A Majority of Asians in the U.S. Were Born
Overseas
Source Census 2000 Supplementary Survey PUMS
Data Set
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Asians Prefer to Communicate in Their Native
Languages
Source Census 2000 Supplementary Survey PUMS
Data Set
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Asian Pacific American Media

• 1990 200
• 2000 600

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(No Transcript)
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New Asian American Values
Culture
Convenience
Security Growth
Language
Value
Education
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Asian Americans Have Multiple Banking Choicesand
Issues
All bank ads generally look the same to us
We really cant find a difference between where
we bank and all of the others
We dislike going to the bank
Cant we find a bank that wont over-charge us o
r hit us with hidden charges and fees?
We are searching for growth and security
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Where Washington Mutual Is Positioned
Full-Service Un-Bank Retailing
Fee for Services Banking
Truly Free Checking
Other Nameless Banks
Traditional Banking
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Discovering the Opportunity
The feeling of being pleasantly surprised
The feeling of finding the service I truly deser
ve
The feeling of going to A fun, full-service retai
ler
Making the Washington Mutual experience and f
eeling relevant
to Asian Americans
The of feeling of finding what is expected of a
financial institution
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Washington Mutual Advertising
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1998 - 1999

• WaMu Test Market
• Visibility and Community Outreach
• Market Entry in 1999
• Chinese name and logo treatment

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2000
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2001
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• Launched Chinese TV Commercial Check book
• 30 Mandarin and Cantonese

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• Radio Spot Customer Inquiry
• 60 Mandarin and Cantonese

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Print Checks Headline Every Washington
Mutual customer knows the most precious service
is the kind thats free!
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OOH Frames Headline Its precious because
its truly Free!
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GGRMMA Print Ad Ying Yang Headline
Federal Reserves decision lower the interest
rateOur decision guarantee you a great interest
rate.
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HELOC Print Ad Tax BreakHeadline This
card may even give you a tax break!
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CD Print Ad Diamond Headline We offer you
three different options all are symbols of our
unwavering commitment.
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CD Print Ad Golden Egg Headline Decide at
the opportune moment grab this one-week only
golden opportunity!
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Quantitative Study, Fall 2001

• 1 - Top-of-mind advertising awareness in LA and
  SF
  
• 1 - Unaided advertising awareness in LA and SF
• 1 - Total recall in LA and SF
• 1 - Bank to recommend to friends
• 1 - Awareness of free checking

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2002
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2002

• Market Research
• Focus Groups in New York and Los Angeles
• Chinese, Asian Indian, Filipino groups

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New York Launch Advertising
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New York Launch Advertising

• TV Commercial
• 60 30 Bank of Horrors in Mandarin and
  Cantonese
  
• 60 30 Maze in Mandarin and Cantonese

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New York Launch Advertising

• Radio
• 60 Nightmare in Mandarin and Cantonese
• 60 Game Show in Mandarin and Cantonese

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• Full-page, full-color
• print ad
• The Fifth
• Greatest Invention
• in the world.

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New York Launch Advertising

• OOH Paper making
• Headline After 1897 years, the 5th invention
  has arrived.

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New York Launch Advertising

• OOH Printing
• Headline After 1687 years, the 5th invention
  has arrived.

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New York Launch Advertising

• OOH Compass
• Headline After 1202 years, the 5th invention
  has arrived.

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New York Launch Advertising

• OOH Gun Powder
• Headline After 1172 years, the 5th invention
  has arrived.

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2002

• New York Launch PR Support
• VIP reception
• Community Summit
• Walk-a-thon
• Home of the free Journalism project
• Spotlight on teachers

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California Advertising
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CNY Print Ad Fortune
Headline Open a Free Checking Account at
Washington Mutual in the New Year, we will donat
e a dollar to your
community on your behalf.
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Moon Festival Print Ad Graduation Headline
Open a Free Checking Account at Washington
Mutual in the New Year, we will donate a dollar
to your community on your behalf.
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Print Ad for Pan Asian Pubs Letter R
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Print Ad for Asian Indian Pubs Free Checking
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• Radio Spot Customer Inquiry
• 60 Mandarin and Cantonese

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A Taste of Washington Mutuals Creative TV
Washington MutualBank of Horrors
Washington Mutual Maze
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Thank You! Khaili Motashakker-am Domo Arigato Go
zaimasu Maraming Salamat Po Dhanyavaad Kamsa Ha
mnida Shukriya Xie Xie Kaap Khun Kaap/Kah Aloh
a Nui Loa Cám On