Description

Executive Summary

ATB Financial is an Alberta-based banking institution that solely operates within the province of Alberta and is owned by Alberta’s provincial government. It provides full banking services to all its clients, including day-to-day banking, online and mobile banking, and business banking, and it has a wealth division for investing as well.

With this marketing plan, ATB Financial focuses on a new and aggressive plan for the farmland financing consumer in Alberta. Albertan farmers make up a substantial percentage of ATB clients, as there are ATB branches in many small rural towns. This strategy to go to the smaller rural areas has not always been in the best interest of the bigger charter banks, so there is always a strong positive opinion of ATB Financial in these smaller communities, which are made up primarily of farmers.

In these uncertain times, Alberta’s farmers have been overlooked in terms of compensation and help from the federal government, compared with other business owners. This marketing plan will help ATB Financial go back to its grass roots of helping the smaller Albertan stay financially secure in these troubled times. Using these past beliefs and brand that ATB Financial is there for the struggling Albertan should be at the forefront of the marketing plan.

Farmland financing is one of the least risk-averse lending facilities. The ability for farmland to be purchased at consistently high market values makes using the land as collateral for definitive lending facilities very attractive. What farmers are looking for in these uncertain times of environment is the ease to move money as they see best to help their farms.

Within this marketing plan I will show how offering a stronger lending percentage of up to 90% against the security of farmland can be extremely beneficial for ATB Financial and the client mutually. I will also show how allowing these funds to be divided up and split into a packages of credit facilities will increase low-risk credit lending and develop more wealth and investment clients going forward. This type of farmland financing will be the gold standard amongst any other financial institution within Alberta.

It is very important to state that this document alone does not create an offer of any type, nor does it give any guarantee, financial or otherwise. This is a well-detailed business plan designed to strategically dictate ATB Financial, and it is open to correction or improvement within or after the specified time.