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Team 4
Taylor Dyer
Estelle Kasal
Sean Sargent
Alex Skinner
Executive Summary
Introduction
If you asked anyone on the Salem State Campus How do you do your banking?
before December 11, the answer would have been different for everyone.
After December 11 the answer was the same, Popmoney.
Fiserv Inc. is one of the top leading global providers of information management
and electronic commerce systems for the financial services industry, providing
integrated technology and services that creates value for our clients
(Fiserv.com) with a user capital of 55 million people. Fiserv has managed an
estimated 70 percent of all bill payments processed by U.S. financial institutions,
according to a group named Aite(Facebook.com/Popmoney/info). The company
also executes 20 billion digital transactions, an estimated $1 trillion per year
(facebook.com/Popmoney/info). Founded in 1984, the current headquarters are
in Brookfield, Wisconsin. The company owns 155 locations worldwide with
approximately 21,000 employees and gross revenue of $4.48 billion in 2012
(Fiserv.com). The Fiserv mission statement is, to provide integrated technology
and services solutions that enable best-in-class results for our clients.
Competition
Every Student on the Salem State Campus has access to the Internet and all
types of social media. In 2009, U.S. ad spending plunged nine percent; according
to consumer research firm Nielsen, shedding $11.6 billion dollars, due to viral
videos being posted on websites like Facebook and YouTube. In 2010 the
average American adult spends 10.6 hours a day online. By placing ads on
Facebook, we are able to target the younger demographic of college-age
students, in a very specific way. With the capabilities that Facebook has, our
target audience would be reached directly. It narrows down the students that
might actually be interested in Popmoney services. Anytime a Facebook user
searches something Paypal related, or if Facebook recognizes that a user is doing
a lot of online shopping, then Facebook then can and will put our Popmoney ad
all over his or her newsfeed.
College Students
Our survey research showed that a majority of college students who live on
campus or rent an apartment pay at least one bill online and shop online at least
once a month. They also have access to a smartphone where the majority of
them use online banking and one type of automatic debit (i.e. PayPal,
Popmoney, phone bills).
Research also showed that every single college student surveyed has a Facebook
page and tends to learn about new products via Facebook ads. Half of those
students say that they would be interested in using Popmoney after seeing an ad
for it.
Research revealed that our demographic is more inclined to fully watch an
advertisement online if it is under two minutes. Results from our survey indicated
that the observer would be inclined to skip the advertisement if they did not find
it humorous or entertaining within the first 30 seconds. The research further
revealed that users inclined to use this service would be those who utilize virtual
financial needs.
Almost half of the parents surveyed said that they pay one or more bills online.
The other half still felt more comfortable paying other ways. Out of the fifteen
parents surveyed twelve of them said they send their children money at least
once a month. Half of those parents said they would be comfortable using a
money transfer service rather than sending money or a check in the mail. All
fifteen parents surveyed said yes to being skeptical about putting their
information online, and sending money electronically.
Primary Audience
College Students
The average college student has between 2-5 bills to pay a month. This makes
them a great target audience because they are a technologically advanced age
group and understand how online bill pay works. For them it would seem like the
most convenient option. Also, college students tend to purchase tickets for
various events; sometimes one person in a large group will buy all the tickets.
People who have to pay back can just send it via Popmoney. In the last few
years, online shopping has grown so much, roughly 27% of all consumers online
shop, which means a good portion of these people probably use some type of
online payment method.
Secondary Audience
The appeal for the older target audience will center around their children who
are in school and/or studying abroad. Its a safe way for them to transfer money
to their children when they need it. Once they see this working they may be
willing incorporate it into their lives and begin online bill paying. If they are self
employed and have some employees its a good way to start paying them. So
hopefully, by targeting these two audiences it will cause a snowball effect and
get many other groups of people interested in it.
Key Messages
The Salem State Group 4 team constructed four audience-driven key messages to
combat misperceptions by bringing accurate information to the forefront, stimulating
conversation
Survey research shows that most audiences have some access to the Internet
and understand it well enough to access the Popmoney website or app on their
smartphones.
Using Popmoney is a definite way to ensure that your money will be sent and
received on time. Paying bills/rent or just paying back a friend becomes easier.
There is no longer the hassle of going to banks to make deposits; it is as easy as
a click of the button.
According to research most college students still rely on their parents to send
them money while boarding at colleges and universities. Parents now can click a
button on their iPhone or computer to send money securely to their children. Its
less stressful and time consuming than mailing it out.
(Revised)
Goal
Objective 1
Strategy 1
Rationale
Our research revealed that the majority of students articulated at Salem State
University enjoy participating in on campus events where freebies are
rewarded.
Tactic 1
Tactic 2
Other freebie material to promote brand awareness will accompany Popmoney tshirts. During this on campus promotion, stickers will also be distributed to every
community member who walks past the promotional tent.
Strategy 2
Rationale
Tactic 1
Tactic 2
Objective 2
Strategy 1
Rationale
In our survey, we found that many people in our demographic were unlikely to
switch to a service that they felt more uncomfortable or unfamiliar with.
Tactic 1
Tactic 2
Strategy 2
Rationale
Our primary research showed that the demographic we would like to reach uses
social media platforms to each platforms fullest extent. Thus, the message we
send out will be easier translated into our audiences minds, and in an eyecatching way as well.
Tactic 1
Form Instagram and Twitter campaigns, and post Youtube videos. All content
posted on these platforms will be some sort of instructional and informational
statement about Popmoney.
Tactic 2
Create Capture Code stickers, posters, and balloons to place all around streets
posts, Salem State University Campus, and buildings. These capture codes will
lead Popmoney users directly to an informational screen, instagram picture, or
video explaining how to make the easy transition from paypal to Popmoney.
Objective 3
Using Facebook and Twitter in various ways for promoting our brand.
Strategy 1
Rationale
Our research showed us that our target audience is seeking advertisements that
are somewhat comical and sharp looking. And hashtags help us to achieve
that while also generating brand awareness all over the internet.
Tactic 1
Use guerrilla marketing tactics to cover the campus with #popmoney stickers.
Tactic 2
Use guerrilla-marketing tactics to cover the campus with similar stickers but
changing the brand name to similar words.
Ex. #pinkmusic or #piemuseum
Strategy 2
Rationale
Tactic 1
Offer a free money transfer to any consumer that gets five or more of their
friends to use Popmoney during their first month of signing up.
Tactic 2
If you use our service with at least 10 separate people during your first month of
service, then all of your money transfers will be free for an entire month.
Works Cited
blog.hubspot.com/blog/tabid/6307/bid/33319/10-Examples-of-Facebook-Ads-ThatActually-Work-And-Why.aspx
"Build Awareness Through Social Media ." Outlaw Media . Sixteen , June 2010. Web. 3
Dec. 2013.
Ed Roberts (Mar 1, 2012) Fiserv Inc.
Marc Rappart (July 5, 2012) CashEdge Purchase Seen Boosting Fiserv P2P, Small
Business Offerings Credit Union Times
NewMedia TrendWatch. European Travel Commison, 2012. Web. 24 Oct. 2013.
Northrup, Laura (October 18, 2012). "Popmoney Seemed Easy, Then I Tried To Actually
Get My Money"
Philips, Lisa. "Trends Consumers Time Spent with Media ." eMarketer. N.p., 2012. Web.
24 Oct. 2013.
Rev Your Marketing Engine . Sixteen , n.d. Web. 3 Dec. 2013.
Sharavsky, Alan. New Advertising Trends . About , 2012. Web. 24 Oct. 2013.
Slagan, Dan. "10 Examples of Facebook Ads That Actually Work (And
Why)." Hubspot . N.p., 22 June 2012. Web. 3 Dec. 2013.
Social Media Today . N.p., 21 Oct. 2013. Web. 3 Dec. 2013.