PNC Bank 2015 Annual Report Download - page 6

PNC enjoys a leading position in many of the markets
we serve, and we are extremely pleased with the pace
of our growth in the Southeast since entering the
region in 2012. But we still have a lot of room to grow
across the Southeast as well as in a number of highly
competitive Midwestern markets, particularly Chicago,
St. Louis and Milwaukee.
The Southeast represents the single-best organic
growth opportunity for PNC through time. Collectively,
Building a Leading Banking Franchise in Our Underpenetrated Markets
performing, diverse teams of employees to serve our
customers on the front lines and provide the back-office
and operational support we depend on to deliver the
best possible customer experiences each day.
We took a fresh look at talent management and created
new accountabilities for managers and employees at
every level. We also built a framework for all employees
to work with their managers to establish career
development plans, thereby creating clear lines of sight
to help employees understand what they need to do to
advance within the company.
Importantly, we took steps in 2015 to automatically
enroll all eligible employees in the company’s 401(k)
plan so that they may benefit from the company’s matching contribution as well as to provide resources to help
them prepare for retirement. By giving employees more opportunities to flourish and establishing even clearer
accountability, we are building a talent culture focused on performance and geared for success as we execute on
our strategic priorities.
Sometimes it’s the little things that matter. After reading a
customer’s complaint on Facebook about an ATM in need of
cleaning, employees Bill Emmerson and Andrew McLachlan
took ownership of the issue. When they replied to the online
conversation with these pictures of themselves cleaning
the machine and applying insect repellant, the customer
responded with delight, and a negative experience turned into
a positive interaction.
Representing the creative ways we are leveraging marketing dollars to raise brand
awareness, our new sponsorship with the Chicago Bears makes PNC the official banking
partner of the team and provides a tremendous platform to tell our story and connect
in a unique, personal way with customers and prospects in one of our most important
underpenetrated markets.
these markets represented 11 percent of PNC’s total
market revenue in 2015.
In addition to delivering value-added solutions to our
clients, we are succeeding in these markets because
of the work we have done to embed ourselves in
these communities, leveraging our regional president
model along with strategic sponsorships and targeted
marketing. Brand awareness and client consideration
metrics are up, and in Corporate & Institutional
Banking in the Southeast, we are
particularly pleased that we now
lead deals for corporate clients of
all sizes and are gaining a stronger
foothold in the middle market.
This remains a long-term
growth effort, but the progress
we are making in the face of
stiff competition validates our
commitment to these markets.