RESEARCH

o Average undergraduate student owns 4.6 credit cards with $3,173 balance

o Average graduate loan and credit debt for : + $25K

o Studies prove financial literacy improves credit responsibility

o 84% of students want to improve financial literacy

(Jassim & Taylor, 2010; Ludlum et al., 2012; Maltzman, R. 2009; Robb & James, 2010; Sallie Mae, 2009; Willis, 2011)

TARGET PUBLIC: COLLEGE STUDENTS

§ “Generation Y” or “Millennial” generation § 17 million currently enrolled in a college or

university § Place greater emphasis on being

financially successful than older U.S. adults

§ High users and early adapters of technology o 70% own smartphones o 88% own laptops o 56% own video game systems

(Comscore, 2010; Emarketer, 2012; Pew Research Center, 2010; Pew Research Center, 2011; U.S Census, 2011)

MEDIA USE

§ Television: o 18-24 year-olds watch 22.5 hours/week o Twice as likely to watch TV online compared to other

adults

§ Radio: o 93% of 18-25 year-olds listen to radio 12+ times/

week o Most popular formats: Pop Hit Radio, Rhythmic

Contemporary, Country o 57% of 18-25 year-olds listen to online radio stations

 

(Arbitron Inc., 2011; NDP Group Inc., 2009; Nielsen, 2012; Scarborough Research, 2012)

MEDIA USE (CONT.)

§ Magazines: o 96% of 18-25 year-olds read at least

one magazine each month o 41 minutes per issue, 7.9

magazines per month

§ Social Media: o 96% of all college students have a

Facebook page o 18-25 year-olds spend an average 82

minutes on Facebook every day

(“The Association of Magazines,” 2012; Hemrant et al., 2012; Education Database Online, 2012)

MEDIA USE (CONT.)

§ Newspapers: o 52% of Americans 18-34

read a daily newspaper once a week

§ Campus newspapers o 62% of college students read

campus-published newspapers monthly

o Campus newspapers most-read print news

(Alloy Media and Marketing, 2008; Scarborough Research, 2012)

MESSAGE STRATEGY

A.   Encourage saving o College students respond better to savings-themed messages

than debt-themed messages

B.  Avoid emphasis of consequences o Fear-themed messages prone to rejection by college students

C.   Brief, conversational copy o College generation reads less ad copy than older generations

D.  Incorporate technology o College generation responds positively to digital advertisements

(Comscore, 2012; De’Armond, 2010; Wolburg, 2006)

ADVERTISEMENT THEME

§ Slogan: o “Tame Your Credit”

§ Visuals: o Lion—Represents students’

“untamed” credit o Blue color scheme—associated with

comfort, security

§ Logo o Same logo as PR campaign—

Continuity

(Cheng & Kao, 2011; Kaya & Epps, 2004)

OBJECTIVES

1.  Increase college student awareness about student debt by 20%

2.   Attain more than two million media impressions to college students about personal credit debt.

3.   Motivate one million college students to participate in Facebook promotional game

KEY MESSAGES

1.  Maintaining a healthy credit score enhances job prospects and future borrowing ability

2.   Credit card debt is a concern among college students nationwide and will become a bigger problem as the costs of education increase.

3.   For college students, maintaining a good credit score is just as important as a good GPA

TACTIC 1: MAGAZINE ADVERTISEMENT

§ Media Placement: o Cosmopolitan—3,007,000 college student readers o Game Informer— •  Most-read magazine by males 18-34 •  56% of target audience owns video game system

o ESPN: The Magazine—47% of audience between 18 & 24

§ Schedule: o Monthly rotation between 3 magazines Feb—Dec 2013

§ QR Code: o Scan-able code links readers to Facebook contest

(ESPN Internet Ventures, 2012; Game Informer Magazine, 2012; Hearst Corporation, 2012; Scarborough Research, 2012)

TACTIC 2: NEWSPAPER INSERT CARD

§ Summary: o Campaign slogan, lion theme, logo o Short body, key message 2, call to action o QR Code

§ Media Placement: o National Daily Newspapers •  USA TODAY—3.2 million readers •  The New York Times—4.6 million readers •  The LA Times— 2.2 million readers

(Alloy Media and Marketing, 2008; Gannet, 2012; Los Angeles Times,” 2012; “The New York,” 2012)

TACTIC 3: OUT-OF-HOME ADVERTISING

§  Summary: o  Campaign slogan, lion theme, logo o  Short body, key message #1, Call-to-action o QR Code

§  Media Placement: o  Cities: •  87% of U.S. college students commute to class •  17.9% of all college students attend school in 5 largest -  New York City: 1.3 million students -  Los Angeles: 1.1 million -  Chicago: 670,000

§  Forms: o  Bus shelters, telephone kiosks, bus interiors

§ Schedule: o  Ads placed in cities throughout Fall semester 2013

(Florida, 2012; Tunison, 2004)

!"#$%&'%()*#+%,-(,#./#01-234253&6#!"768-(96&6*-#!

!! !

OUT-OF-HOME AD PLACEMENT

OUT-OF-HOME AD PLACEMENT

TACTIC 4: SOCIAL MEDIA GAME

§ Game: o Chance to win full tuition by submitting Top-5 ways to “Tame

Your Credit’” o One winner each month

§ Why? o Most Facebook users feel invaded by advertisements o Students respond well to promotions on social media

§ Schedule: o February—December 2013

(Hermant et al., 2012)

TACTIC 5: TELEVISION ADVERTISEMENT

§  Summary: o  College student shopping with maxed-out credit card gets “Tamed” by the lion o  Ad includes lion theme, campaign slogan & logo

§  Media Placement:

o  Super Bowl •  Launch of campaign •  166.7 million viewers in 2012 •  Less than ½ of Millennials watch Super Bowl to view football

o  Primetime hours (7:00—11:00pm) on FOX, ABC, and CBS •  (Watched by ~50% of audience during primetime hours) -  2X per week Feb – December 2013 -  4X per week during Nielsen “Sweeps” periods April 25—May 22; June 27—July

24

o  Network websites •  Feb—December •  Reach online viewers

(Lightspeed Online Research, 2012;Nielsen, 2012b;“Ratings record for”, 2012; Scarborough Research, 2012)

TELEVISION ADVERTISEMENT

Link to Youtube Video

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