SunTrust 2010 Annual Report Download - page 6

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Strategic Initiatives. Our success in 2011 and beyond will be
guided by our mission and four broad objectives: diversify the
balance sheet, optimize our business mix, grow market share,
and improve expense efficiency.
Diversifying the balance sheet will require increased growth
in non-residential real estate-backed consumer and commercial
loans. We will continue as a large producer of mortgage loans
but strive to limit the amount we actually hold on our balance
sheet.
We will optimize our business mix by putting the emphasis
on businesses where we have capabilities that can be further
leveraged in the current environment — for example, Corporate
and Investment Banking, Diversified Commercial Banking,
and those business units focused on the mass affluent client
segment. We’ll also expand in areas of the business that drive
primary relationship growth and improve risk-adjusted returns
— such as credit card and asset-based lending.
Our success in growing market share will be driven by
investments in client loyalty, evolving our highly successful
“Live Solid. Bank Solid.” brand positioning, and focusing on
areas offering the greatest opportunity to drive growth.
Finally, our success in managing expenses will result
in further alignment of investments with specific growth
opportunities and in continued efforts to seek improved
efficiency in all areas.
We have every reason to feel optimistic about the future and
our ability to further develop the capabilities of the bank, serve
our communities, and improve the return on our shareholders’
investment. That confidence is built on our superior levels
of client service, differentiated operating model, attractive
footprint, and solid foundation.
We also believe that the long-term economic prospects of
our markets indicate SunTrust is well positioned to capitalize
on the “new normal” created by the recent economic downturn,
regulatory reform, and changes in client behaviors.
In closing, we would like to thank the 29,000 members of the
SunTrust team — the individuals who execute our brand promise
to serve our clients, shareholders, and one another — for their
commitment and dedication. These teammates help distinguish
SunTrust in our industry and the communities we serve each
and every day, and create a stronger foundation for growth in
the future.
We also would like to express our gratitude to our Directors
for their support and insights over the past year. We offer a special
word of thanks to Patricia C. Frist, who retired from the board in
September after 10 years of service; and to Larry L. Prince and
Karen Hastie Williams, who will retire following the 2011 annual
meeting with 15 years and nine years of service, respectively. We
appreciate their commitment to the Company and thank them
for their knowledge and counsel throughout their tenure.
We also want to thank you — our shareholders — for your
investment, trust, patience, and confidence in all of us who are
proud to represent the SunTrust brand. We are committed to
performing at an even higher level in the future and look forward
to sharing in that success with you.
James M. Wells III
Chairman and Chief Executive Officer
William H. Rogers, Jr.
President and Chief Operating Officer
February 25, 2011
We have every reason to feel optimistic about the future and our ability to
further develop the capabilities of the bank,
serve our communities, and improve the return on our shareholders’ investment.