National Ad Campaign
"The Future Looks Brighter With US"

U.S. Bank launched its first national media advertising campaign in August 2008. The national television and print media campaign focused on communicating our Company's strength and soundness. The campaign kicked off with a full page ad in the Wall Street Journal and expanded to Barrons, Fortune, The Economist and other financial and consumer publications. Television programming included national sports, targeted national cable stations and financial news networks. We credit the effectiveness of this campaign with helping drive the "flight to quality" as customers brought new business to U.S. Bank.

Great convenience and service

"U.S. Bank helped us choose the accounts that would be the best value for us and our growing family. With our U.S. Bank Five Star Gold Banking package we also got preferred rates, discounts on other services, and no monthly service fee. As our family grows, we think our partnership with U.S. Bank will, too."

Small business owners

look to their bank to be a full financial partner. In addition to the new value-added Small Business Packages we introduced in 2008, we also offer a wide variety of Small Business Administration (SBA) loan and financing options, including SBA Patriot Express for veteran and military personnel and SBA Real Estate Loans. By building deeper relationships with small business owners, we can assure they have the products and services best suited to their growth goals.

Wholesale Relationship Reviews

help us better understand our customers' day-to-day financial operations, their needs and challenges and find opportunities to be better financial partners and expand relationships.

The better we know our customers, the better we can anticipate their needs, make the best recommendations and offer new products and services. Every transaction is an opportunity to better understand our customers' needs. Through our Enterprise Revenue Office (ERO), we have developed 15 initiatives to ensure that we make it easy to bank with U.S. Bank. These help us to communicate more frequently with our customers and ensure that the communication flows both ways and that we are listening and responding. A primary focus of the ERO is to create ways across the Company to deepen customer relationships.

Getting to know customers better

Our new U.S. Bank Customer Council is comprised of 27 senior managers representing every major business unit and support area. These leaders are focused on identifying new revenue growth opportunities and identifying ways to serve the customer and grow revenue across business lines through collaboration, revenue sharing, enhanced tracking and incentives.

We have created new bundled packages of most-used accounts for consumers and for small businesses. Customers get better rates and increased rewards when they choose among several value-added packages of key checking, savings and credit products. The bundles were developed with customer input, and nearly half of new checking customers are selecting a Consumer Package.

Our Wholesale Banking "Voice of the Customer" initiative is an ongoing program that solicits customers' payment services feedback. Customer response allows us to gain insights into market direction of the payments business, to develop market-driven new product concepts and deepen customer relationships. We survey customers through a variety of channels and have initiated Customer Roundtable discussions about our payments services with corporate customers. In collaboration with the Enterprise Revenue Office, we are evaluating expanding the roundtable process to a number of other customer segments in 2009.

In September, we debuted a long-term formal Wholesale Banking Relationship Review program in 80 U.S. Bank markets across the country. Initiated by Relationship Managers working with a cross-functional team, customers in Commercial Banking, Corporate Banking, Community Banking and Commercial Real Estate are participating in the program with Wealth Management and Payment Services as critical partners in the process.

Relationship reviews bring results

In our eight-market pilot program early in 2008, we identified opportunities for more than $15 million in additional revenue from existing customer relationships. To date, more than 2,100 customer meetings have been conducted and opportunities have been identified to increase business totaling almost $139 million in incremental annual revenue potential.