Designing a Housing Microfinance Loan Product

Day 2: Product Manual & Projections

Day 1: RecapDay 1: Recap

• What have we learned so far?• Are there other questions or clarifications

Day 2: Product Manual & ProjectionsDay 2: Product Manual & Projections

• Product Promotion• Guided Tour on MicroPinoy: A Practical Tool for

Financial Projection• Preparation of Financial Projection

Designing a Housing Microfinance Loan Product

Promoting the Product

Presentation outlinePresentation outline

• Objectives For Promotion Strategies and Plan• Promotion and Communication Plan• Practical Strategies and Plan• Practical Ways to Get Info Out• Ways to Get Your Target Market Interested in the Product• What Messages Will Create Interest and Top of Mind Impact?

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HMF OBJECTIVES AS CONTEXT FOR HMF OBJECTIVES AS CONTEXT FOR PROMOTIONS STRATEGIES & PLANPROMOTIONS STRATEGIES & PLAN

• Quantitative – Example: Increase bank’s MF portfolio by _____ % through aggressive pursuit of Housing Microfinance

• Qualitative – Example: To advance strategic objectives in making RB___________as the “Choice Bank” in ___________;

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Promotions & Communication Plan Promotions & Communication Plan OBJECTIVESOBJECTIVES

• To implement promotions which are client-based and market oriented through “Real Thrills”

• Create maximum awareness of the product

• Generate interest and excitement about the product

HMF Practical STRATEGIES & PLANHMF Practical STRATEGIES & PLAN

Develop local connection or networking.

Local real thrills – sponsor events or prizes during important local events

WORKSHOP: CAN YOU GIVE EXAMPLES OF ABOVE?

HMF Practical STRATEGIES & PLANSHMF Practical STRATEGIES & PLANS

How will you convey messages (medium to use) about your Housing Loan Product?

Employ a mix of media (should not be too costly) such as: Written materials like flyers, posters Cellphones Radio TV

HMF Practical WAYS TO GET INFO OUT

GETTING INFORMATION OUT

•TEXT BLAST TO THE TOP 500-1000 MICRO LOAN CLIENTS/DEPOSITORS

•BANK EMPLOYEES TO WEAR T-SHIRTS ON FRIDAYS WITH HMF SALES PITCH

HMF Practical WAYS TO GET INFO OUT GETTING INFORMATION OUT•Attach posters in tricycles, jeepneys

*Display HMF posters inside and outside of the Bank

Display posters of bank and product during bgy/town events or sponsorship event

•Display poster at group center meeting place; bgy halls

*Display flyers at bank lobby, counters of hardware stores (building materials suppliers)

HMF Practical WAYS TO GET YOUR TARGET MARKET INTERESTED IN THE PRODUCT

•Implement “Come-On” strategy: PRE-APPROVE P5K-P10K HMF LOANS to existing MF clients (such as those contractual deposits over P10K)

•Designated HMF AO’S to target specific # of New Clients approved per wek

•Require all bank officers and employees to recruit/recommend, say, Five (5) Prospective HMF borrowers per month (Ex. With relatives; friends; neighbors)

•Ask referrals from existing clients (word of mouth)

•(FUTURE GIMMICKS – Free processing or service FEE (or appraisal fee) for the first __XXX___ clients who avail themselves of the loan on or before ________.

Reach out and visit potential clients (home, office, business)

Organize orientation at Barangay Halls

Value Chain Analysis – (Schools, Market Vendors Ass’n, Traders, Materials Suppiers, Buyers)

Existing bank clients

HMF Practical WAYS TO GET YOUR TARGET MARKET INTERESTED IN THE PRODUCT

What Messages Will Create Interest and What Messages Will Create Interest and Top of Mind Impact?Top of Mind Impact?

• Group Workshop: Choose the medium you prefer to use. Craft the message to get the information out to your target market.

• A panel of judges will choose top 2 outputs. Prizes await winners

• Criteria (5 points each) - Brevity - Creativity - Originality - Message Impact - Contemporariveness

The MABS program is implemented by the of the Rural Bankers Association of the Philippines. It receives funding support from the U.S. Agency for International Development with oversight provided

by the Office of the President and the Mindanao Economic Development Council.

Rural Bankers Association of the Philippines

Mindanao Economic Development Council

Office of the President of the Philippines

U.S. Agency for International Development

The general contractor is Chemonics International, Inc.

These materials were made possible through the support provided by the U.S. Agency for International Development/Philippines under the terms of contract no. 492-C-00-98-0008-00. The opinions expressed herein are those of

the author(s) and do not necessarily reflect the views of the U.S. Agency for International Development.