Meghan Caprez Marcus Donaldson Hannah Hamner Julie Myers Abigail Prulhiere

Kent State University Bateman Gold Team Timothy Roberts, Faculty Adviser Jenn Yokley, Professional Adviser

Table of Contents
Campaign Summary
Executive Summary................................................................................................................................... 1 Situation Analysis...................................................................................................................................... 2 Secondary Research................................................................................................................................... 2 Primary Research....................................................................................................................................... 3 Publics...................................................................................................................................................... 4 Theme....................................................................................................................................................... 4 Key Messages............................................................................................................................................ 4 Goals, Objectives, Strategies, and Tactics................................................................................................... 5 Outcomes.................................................................................................................................................. 8 Testimonials.............................................................................................................................................. 9 Obstacles................................................................................................................................................... 9 Budget Summary.................................................................................................................................... 10 Conclusion.............................................................................................................................................. 10 Budget.................................................................................................................................................... 11

Appendix

Additional Testimonials...........................................................................................................................A1 Recommendations...................................................................................................................................A2 Communication Elements.......................................................................................................................A5 Street Team...........................................................................................................................................A11 Basketball Activities...............................................................................................................................A12 Late Night Skate Activities....................................................................................................................A13 Dodgeball Tournament.........................................................................................................................A14 Media Relations....................................................................................................................................A15 Additional Tactics..................................................................................................................................A16 Bank Materials......................................................................................................................................A17 Additional Research..............................................................................................................................A24 Contest Rules........................................................................................................................................A45

Executive Summary

The Popmoney personal payment service is marketed as an instantaneous money-transferring service offered through more than 2,000 banks nationwide. This innovative service makes person-to-person money transfers as simple as texting or emailing by removing the need to use cash and checks. After conducting thorough primary and secondary research, the Kent State University Bateman Gold Team noticed an extreme lack of both awareness and usage of Popmoney among students at the universitys main campus. Out of 520 students surveyed, only eight had ever heard of Popmoney. Of those eight, only two had used the service. In addition to students minimal awareness of Popmoney, the Bateman Gold Team also found that six out of seven bank managers of popular local branches were unaware of Popmoney. Popmoney could receive free face-to-face promotion if bank employees were actively speaking with their patrons about the service. The Bateman Gold Team aimed to positively change these statistics with its P(L)AY UP campaign, which catered to active, creative tactics in approachable, comfortable atmospheres for Kent State students. The teams objectives were to increase awareness of Popmoney by 15 percent campus-wide, to increase usage of Popmoney by 10 percent campus-wide, and to educate 75 percent of employees at a Fifth Third branch in Kent throughout the month of February. At the conclusion of the campaign, the Bateman Gold Team reached two of its three objectives. The team exceeded its first objective by increasing awareness campus-wide by 23 percent. The Bateman Gold Team did not meet its second objective, as the team only increased usage by three percent. However, the team met its third objective by educating 75 percent of employees at Fifth Third Bank in Kent.

Situation Analysis

Popmoney is a personal payment service that allows users to send, receive, and request money through a mobile application or online. CashEdge, a company that has since been acquired by Fiserv, launched Popmoney December 2010. Users can transfer money without using cash or checks, adding convenience and saving time. Through its primary research, the Bateman Gold Team discovered that awareness of Popmoney among students at Kent State was low. Less than two percent of students on the main campus had heard of the transferring service before the P(L)AY UP campaign, according to pre-campaign intercept interviews. The Bateman Gold Teams primary research showed that the average college student makes most of his or her person-to-person transactions with cash, online payments, or checks. Students were intrigued by Popmoney after learning that it is an alternate payment method because they consider retrieving money from an ATM to be inconvenient. However, I never really they harbored concerns about the safety of funds transferred through a third thought to use party. an app when I
paid my friends back for drinks. - focus group participant

The most common person-to-person transactions 18-to-24-year-olds make are borrowing money from friends, paying rent to a landlord, receiving money from parents, and receiving money for individual contracts.

Due to a lack of knowledge of Popmoney among students, the Bateman Gold Team decided to focus a majority of its tactics on increasing awareness. The team promoted Popmoney as a more convenient alternative for person-to-person money transfers.

Secondary Research

The Bateman Gold Team conducted client research in order to better understand the service provided. Popmoney, named after its purpose to allow users to pay other people, is a personal payment service in which users can send, request, and receive money through a smartphone application or online at popmoney.com, needing only the other partys email address or cell phone number. The Bateman Gold Team researched popular uses for Popmoney. Paying rent, receiving money from parents, repaying friends, and paying babysitters were some of the top uses. Additionally, the team researched enrollment and on-campus residency at Kent States main campus. This educated the team about the potential reach of the P(L)AY UP campaign and allowed team members to develop tactics that catered to the on-campus residents. Secondary research allowed the team to provide a clear description of Popmoney while interacting with key publics during the P(L)AY UP campaign.

Primary Research
Intercept Interviews
To set a benchmark for awareness and usage of Popmoney among students at Kent States main campus, the Bateman Gold Team conducted 520 intercept interviews. Fewer than two percent of students had heard of Popmoney, and only two had used it.

8 of 520 students knew about Popmoney

1.54%

Online Surveys

The Bateman Gold Team conducted an online survey of 92 Kent State students to better understand their personal banking and money-transferring habits. Key findings from the online survey include: A majority of students prefer to bank online. Respondents listed paying rent, borrowing and lending money to family and friends, and splitting utility costs with roommates as their main person-to-person money transfers. Fifty-three percent of students use cash when completing person-to-person money transfers.

Students preferred method of banking

31% 24% 45%

Focus Groups

The Bateman Gold Team facilitated three separate focus groups, reaching out to 20 Kent State students overall to learn more about their banking habits and discuss best practices for targeting college students in a public relations campaign. Key findings from the focus groups include: Students were willing to try a service recommended by a bank official if they were able to research it further on their own. Students number one source of Kent State news is their friends, either by word of mouth or by social media. Students wanted to be reached in a fun, interactive way.

Bank Manager Interviews

1 of 7
Kent branch managers was aware of Popmoney

In order to gauge awareness about Popmoney among financial professionals in the greater Kent community, the Bateman Gold Team reached out to the seven most popular banks in the city, regardless of whether they offer Popmoney as a part of their online banking services. Six out of seven branch managers surveyed over the phone were unaware of Popmoney.

Key Publics
Primary
The P(L)AY UP campaign targeted college students ages 18 to 24. This generation uses the Internet and smartphones constantly throughout the day. Because Popmoney is available on both of these platforms, college students are more likely to use the service than older generations.

Secondary

Research indicated that local bank managers and tellers are not actively promoting Popmoney because a majority are unaware of its existence. This is a problem because, as the Bateman Gold Teams primary research showed, college students consider bankers financial opinion leaders. It is vital for bank employees to be knowledgeable about the transferring service in case customers inquire about it. To increase awareness, the Bateman Gold Team aimed to target editors and reporters in both earned and owned media to promote the P(L)AY UP campaign. Media hits involving Popmoney through university outlets are beneficial because they reach a large number of people both online and in print.

Theme

The Bateman Gold Teams campaign name, P(L)AY UP, is a play on words. It encourages students to play up to learn more about Popmoney in active ways and to pay up by using the service. P(L)AY UP shows that the campaign is providing information about the service through active involvement in addition to encouraging actual usage.

Key Messages
Popmoney is a quick and useful money-transferring service that will make peoples lives easier.

Popmoney can be used to pay rent, receive money from parents, and return borrowed money to friends. Popmoney services are available through many major national and regional banks, making the service credible and safe.

Goals, Objectives, Strategies, and Tactics

Goal: To actively promote awareness and usage of Popmoney. OBJECTIVE ONE: To increase awareness of Popmoney among students at Kent States main campus by 15 percent throughout the month of February.
Strategy 1: Engage students in face-to-face promotion using guerilla tactics. Rationale: Focus group participants expressed they prefer to receive new information through face-to-face interactions. Tactic: Each week, a P(L)AY UP street team, comprised of the Bateman Gold Team members, hosted Popmoney Mondays, where team members approached students wearing orange on campus and rewarded them with lollipops. While interacting with these students, street team members explained Popmoney and promoted other P(L)AY UP events (A11). Result: Approximately 200 students received lollipops from the street team for Popmoney Mondays. Tactic: The Bateman Gold Team approached students entering the Memorial Athletic and Convocation Center (MACC) before the Kent State vs. University of Akron mens rivalry basketball game February 1 and distributed Popmoney stickers (A12). Result: Approximately 100 students received Popmoney stickers. Strategy 2: Create an active and approachable atmosphere to inform students about Popmoney. Rationale: The target audience expressed interest in engaging activities, which would make them more likely to connect with the P(L)AY UP campaign. Tactic: The Bateman Gold Team set up P(L)AY UP booths at the Kent State mens basketball games February 12 and 22, at the womens basketball game February 19, and at Late Night Skate events every Wednesday night in February. At the booths, the students were able to participate in a fun, active Little Tikes basketball-shooting contest at the basketball games and a corn-hole toss at the Late Night Skate events. In order to participate, students gave the Bateman Gold Team their names and email addresses. The Bateman Gold Team later sent an informational e-blast to these addresses, linking to both the Popmoney website and an online awareness survey used for measurement purposes. Result: Two hundred and seventy-six students participated in the shooting contest (A12), and 325 students participated in the corn-hole toss (A13). Tactic: The P(L)AY UP campaign concluded with a dodgeball tournament in the Multipurpose Gymnasium at the Student Recreational and Wellness Center at Kent State February 28 (A14). Result: Thirty students on four teams participated in the tournament.

Tactic: The Bateman Gold Team set up a booth at the Kent State Office of Global Educations I Heart Travel Week. Team members spoke with students about the economic benefits of using Popmoney to receive money from parents when studying abroad (A16). Result: The Bateman Gold Team spoke with approximately 100 students at I Heart Travel Week. Strategy 3: Provide incentives for students to interact with Popmoney. Rationale: When asked how they would promote an organization on campus, focus group participants unanimously decided to include incentives in their fictitious campaigns. Tactic: To entice students to interact with Popmoney at basketball games and Late Night Skate events, the Bateman Gold Team provided orange lollipops to everyone who participated in the shooting and cornhole contests, regardless of whether they made a basket or a hole. Students were also entered to win one of several gift cards to local businesses if they successfully completed the challenge. Result: Two hundred and seventy-six students received lollipops at basketball games (A12), and 325 students received lollipops at Late Night Skate events (A13). Tactic: To encourage students to participate in the P(L)AY UP campaign, the Bateman Gold street team distributed orange lollipops to every student wearing orange on Popmoney Mondays (A11). Result: Approximately 200 students received lollipops on Popmoney Mondays. Strategy 4: Generate educational and promotional materials for distribution to students and the media. Rationale: Print and online materials complement the P(L)AY UP street team. Focus group participants said they would look at flyers placed in central, yet atypical, locations. Tactic: Every giveaway had a small Popmoney business card attached to remind students of the service. In addition to linking to the Popmoney website, the business card also included a link to a survey for measurement purposes (A5). Result: One thousand business cards were distributed with lollipops. Tactic: The Bateman Gold Team developed a stand-alone informational flyer to be displayed throughout Kent States main campus (A5). Result: Thirty-five flyers were hung up across campus. Tactic: The Bateman Gold Team used Kent States table tents, stationed at tables in the student center, to display information about Popmoney and the P(L)AY UP campaign (A5). Result: One hundred and twenty table tents were displayed. Tactic: The Bateman Gold Team created an informational e-blast to send to students whose emails were collected throughout the P(L)AY UP campaign (A6). Result: Of the students the e-blast was sent to, 47 percent opened and read the information provided.

Tactic: The Bateman Gold Team created a good luck basket filled with P(L)AY UP lollipops and business cards. The team delivered it to the cast and crew of Legally Blonde the Musical, a Kent State theater production (A16). Results: Nearly 40 students in the cast and crew were exposed to Popmoney because of the basket. Tactic: The Bateman Gold Team pitched Popmoney and the P(L)AY UP campaign to on-campus media outlets (A15). Result: Though the Bateman Gold Team pitched the P(L)AY UP campaign to student media outlets, no stories were produced. The team took advantage of owned media, however, and a story about the Kent State Bateman teams was published on the Kent State website and social media page. Strategy 5: Generate awareness about the P(L)AY UP campaign using the Bateman Gold Team members social media accounts. Rationale: Students said they receive a majority of Kent State news on Twitter and other social media platforms. By using established, personal accounts, the Bateman Gold Team was able to reach a larger audience than if the members created an entirely new account. Tactic: The Bateman Gold Team members used their own Facebook, Twitter, Instagram, and Tumblr accounts to promote the P(L)AY UP campaign (A16). Result: The Bateman Gold Team members shared nearly 60 promotional posts across all social media accounts with their 8,851 combined followers.

OBJECTIVE TWO: To increase usage of Popmoney among students at Kent States main campus by 10 percent throughout the month of February.
Strategy: Provide reliable mobile stations to sign up for Popmoney. Rationale: Students of the Millennial Generation are known for their desire for instant gratification. Mobile sign-up stations allowed students to adopt Popmoney immediately. Tactic: At all events, the Bateman Gold Team set up a mobile station for students to sign up for Popmoney on the spot, using team members laptops. If students signed up for Popmoney, they were entered to win a prize package. Result: Forty-nine students signed up for Popmoney using mobile stations. Tactic: The Bateman Gold Team distributed two Pop Back In cards for every five dodgeball team members who signed up for Popmoney using the mobile station. Dodgeball teams were able to use these cards in any game they played during the tournament (A14). Result: One team took advantage of the Pop Back In cards. Five of eight team members signed up for Popmoney.

OBJECTIVE THREE: To educate 75 percent of bank employees about Popmoney at a popular financial institution branch in Kent, Ohio, throughout the month of February.
Strategy: Generate educational materials for distribution to bank employees to encourage Popmoney promotion. Rationale: Fifth Third Bank employees were aware of Popmoney but didnt actively promote the service to their patrons unless specifically asked. Bank employees could quickly reference the provided educational materials to familiarize themselves with Popmoney and promote the service to patrons. Tactic: The Bateman Gold Team created a fact sheet to inform branch employees about Popmoney and serve as a reference for any Popmoney-related questions from customers. To supplement the fact sheet, the Bateman Gold Team created an email memo to be distributed to branch employees. In order to ensure that new hires are knowledgeable about Popmoney, the Bateman Gold Team provided a PowerPoint presentation describing the service (A17). Results: Three out of four of the banks employees said their knowledge of Popmoney increased after reviewing the materials provided by the Bateman Gold Team.

Outcomes
Objective One: The Bateman Gold Team exceeded its objective to increase awareness of Popmoney among Kent State students by 15 percent. Postcampaign intercept interviews and online awareness survey results indicate an increase in awareness by 23 percent and 70 percent, respectively. Objective Two: The Bateman Gold Teams campaign succeeded in signing up 49 new Popmoney users but did not meet its objective to increase Popmoney usage among students by 10 percent. The team found that the P(L)AY UP campaign increased usage among students by three percent. Objective Three: The Bateman Gold Team met its objective to educate 75 percent of bank employees about Popmoney at the Kent branch of Fifth Third Bank. Three of four bank employees said they gained knowledge about the service after reviewing materials provided by the Bateman Gold Team.
Objective met or exceeded Objective unmet

Testimonials
The P(L)AY UP team made it easy to sign up and got me interested in learning more about Popmoney, pre-nursing major Bryan Bidwell said. I downloaded the app, so the next time I owe someone money, Ill try it out. See page A1 for additional testimonials.

Obstacles
Obstacle One
The Bateman Gold Team was somewhat inhibited due to Februarys frigid temperatures and overall unpleasant weather. The university closed on days when the team had several street team activities scheduled, and outdoor tactics had to be eliminated, even though they would have tied in with the campaign theme. The team was limited to indoor learning and dining facilities on campus for Popmoney Mondays because orange clothing was not visible under outdoor winter apparel. It was also difficult to convince people to travel outside to attend events, as our target audience either had to walk across campus or drive to campus in freezing temperatures and poor driving conditions. The team recognized this challenge but also saw an opportunity in it. The team encouraged students to be active at a time when most are sitting inside. They presented the events as a way for people to break the cabin fever they were feeling by the end of February.

Obstacle Two

The P(L)AY UP dodgeball tournament was scheduled the same weekend as Delta Zetas annual Lip Sync philanthropy, an event that raises money for the hearing and speech impaired. This eliminated a majority of the teams intended Greek audience. To combat this, team members approached other student groups on campus, such as a residence hall staff. They also recruited independent players from the recreation center the night of the tournament.

Obstacle Three

Originally, the Bateman Gold Team planned to implement the third objective of its plan at either Huntington Eastside Branch or at Kent KeyBank branch. While neither bank manager was aware of Popmoney, both were excited to learn more about it. Working with Huntington would have been ideal because it is Kent States official campus bank. The Popmoney Bateman approval team asked the Bateman Gold Team to select a location where Popmoney is offered as part of the banks online transaction services instead of a bank that is merely compatible with popmoney.com or the mobile application. The team overcame this small obstacle by working closely with Cory Jones and other members of the Popmoney legal team to decide on a bank that would be most appropriate for the third objective.

Budget Summary
Expenses
The Bateman Gold Team spent $249.65 of its $300 budget. The team immediately set aside 10 percent of its budget in case contingency funds were needed. Team members spent a ration of the budget on lollipops and business cards to hand out at activities. The Bateman Gold Team also used funds to print casebooks.

In-Kind Donations

The Bateman Gold Team used $749.10 of its $1,000 in-kind donation budget. A large portion of the budget was allotted to gift cards for prizes at the teams events. In addition, the Bateman Gold Team borrowed items such as the basketball hoop and corn-hole boards from a team members friend. These items did not have a monetary value, as the team members returned them after implementation.

Conclusion

The Bateman Gold Team was challenged to raise awareness and usage of Popmoney among young adults ages 18 to 24. The team applied its research findings to develop a strategic plan to actively promote Popmoney at Kent States main campus. The teams objectives were to increase awareness of Popmoney among Kent State students by 15 percent, to increase usage of Popmoney among students by 10 percent, and to educate 75 percent of bank employees at the Kent branch of Fifth Third Bank. The P(L)AY UP campaign educated college students and bank managers about Popmoney and encouraged these groups to use the service. By the end of implementation, the Bateman Gold Team increased the usage of Popmoney by three percent as 49 students adopted the service. Additionally, the team increased awareness of Popmoney among college students by 23 percent. The team further educated 75 percent of employees at the Fifth Third Bank in Kent about the service. The Bateman Gold Team organized a successful campaign to engage college students and a major national bank. The P(L)AY UP campaign is one that could be duplicated across college campuses and banks throughout the country.

10

Budget

*Quote

*Approximated value **Provided by client

11

Additional Testimonials
When I learned about Popmoney, I immediately thought about how it wouldve helped me when I was studying abroad, architecture major Justin Fye said. It was such a hassle every time I needed to get money from my parents. Im definitely going to remember Popmoney next time I go overseas.

It was incredibly creative how the team showcased Popmoney in ways that easily caught students attention, psychology major Kelly Miller said. [The team] provided fun activities and really good prizes for students. All [students] had to do was give the team a few minutes of time to learn about how Popmoney works.

After I heard about Popmoney Mondays, I wore orange every week for my free lollipop, human development and family studies major Cassady Killilea said. Seeing the P(L)AY UP team every week really drilled Popmoney into my head and made me want to check it out.

I downloaded the app after hearing about [Popmoney] in the focus group, nursing major Zavier Casterlow said. Im glad you told me about it because now I can ask my parents for money.

A1

Recommendations

During the P(L)AY UP campaign, the Bateman Gold Team discovered that Popmoney interests different segments of our primary audience in different ways. The Bateman Gold Team recommends emphasizing different aspects of the service depending on the audience in question.

Key Messages for Unique Publics

Study Abroad Students Popmoney intrigued students at I Heart Travel Week who patronize multiple banks. Popmoney provides a quick and easy way to transfer funds to the bank with the smallest international usage rate. If the P(L)AY UP campaign was implemented on a larger scale, street teams could target study abroad hopefuls and tell them about the convenience of the service. Underclassmen and Upperclassmen The P(L)AY UP street team visited multiple dining facilities located in or near campus residence halls. Students living on campus typically have meal plans and pay for housing as part of their tuition. The Bateman Gold Team found that the most common person-to-person transaction these students make is receiving money from their parents. For this group, Popmoney should be promoted as the best service for accepting money from parents, especially if students patronize different banks than their parents. Upperclassmen should receive a different message. Juniors and seniors are typically more independent; they are often responsible for paying their landlords and are more likely to eat at off-campus locations. In these instances, Popmoney should be presented as the most convenient service for paying rent and returning borrowed money without having to handle cash or checks.

Campaign Timing

If Popmoney were to implement the P(L)AY UP campaign on a larger scale, the Bateman Gold Team recommends hosting activities at the beginning of the school year. The weather is typically more favorable throughout the country at this time of the year, and students have more energy after rebooting during summer break. Popmoney could take advantage of football tailgates and orientation events that tend to have high attendance at the start of the semester as well.

A2

Social Media

According to the Bateman Gold Teams focus group findings, Kent State students often receive news through their friends on social media. In order to promote the P(L)AY UP campaign on campus, Bateman Gold Team members posted about events and street team activities on their own social media accounts. If Popmoney adopted the P(L)AY UP campaign on a larger scale, however, the Bateman Gold Team would recommend using the official social media accounts to share campaign content. Facebook More than 20,000 people have liked the Popmoney Facebook page, but as of March 9, 2014, fewer than one percent of Popmoney fans are actively engaging with the pages content. One way to improve this number is by employing the 70/20/10 rule. According to Crystal Vilkaitis, SnapRetails director of social media: Seventy percent of posts on social media should add value to a brand. This can be accomplished by posting tips, asking questions, and sharing links. Twenty percent of posts on social media should share others ideas. This can be accomplished by tagging other businesses and sharing their relevant content. Ten percent of posts on social media should be promotional. Should Popmoney adopt the P(L)AY UP campaign, added value content could be supplied by street teams at universities throughout the nation. From photos to videos, Popmoney would be able to share real-world interactions with the service instead of the situational examples it posts now. Content from these street team members may also draw their friends to the Popmoney page, increasing the number of likes. Popmoney could also use Facebooks application function to increase engagement among its fans. Currently, Popmoney only uses its Photos application. If an application was created in which people could submit their stories about using the service or interacting with a P(L)AY UP street team, Popmoney could increase its current fan engagement percentage. The following are examples of content Popmoney could post to Facebook: Check out this awesome logo designed by Jerome. Jerome is a student at California State University, Fullerton, and he decided to use Popmoney for his freelance work in graphic design after hearing about it from the CSUF P(L)AY UP street team. Great idea, Jerome! http://bit.ly/ NPPdGT Fact: A cheetah can reach 60 miles per hour running. Thats not as fast as Popmoney can transfer your money, though! Were not lion, either. P(L)AY UP at Kent State with our Popmoney street team. http://bit.ly/1k8PvDT

A3

Twitter Popmoney currently posts similar content to both its Facebook and Twitter pages; its Twitter posts are merely a 140-character version of its Facebook posts. Again, by employing the 70/20/10 rule, Popmoney could vary its content and add value to its followers Twitter dashboards. If Popmoney employs the P(L)AY UP campaign, its street teams would be able to both provide their own content and encourage others they interact with to post content to Twitter. The Bateman Gold Team recommends each school has a special P(L)AY UP hashtag. Popmoney could monitor these hashtags for brand interaction and measurement to see which universities students are most actively engaged with their street teams. For example, Kent State Universitys P(L)AY UP hashtag would be #playupksu. The following are examples of content Popmoney could post to Twitter: Where in Kent is the #playupksu street team? The first person to meet up with them wins a $10 iTunes gift card! http://t.co/1INGXIEV5r Read @MarandaLoughlins tips for first-time apartment tenants. Dont forget to use Popmoney to pay your rent, too! http://bit.ly/1fPrQcs RT @hhamnertime Had a blast at the bball game! Thanks for the lollipop #playupksu Welcome! Download our app yet? http://bit.ly/1eiMjRu Tumblr According to comScore MMX, Worldwide, 40 percent of Tumblrs 175.1 million blogs are owned and operated by individuals ages 15 to 24. As this age group is the primary audience of the service, Popmoney should consider creating a blog on Tumblr. Blog posts would also deliver content that could be linked to the Popmoney Facebook and Twitter accounts. The following are examples of topics Popmoney could write about for its Tumblr blog: The dos and donts of asking parents for money Tips for splitting the bill at dinner How to decorate an apartment on a college students budget Top 5 ways to save money for a spring break vacation Step-by-step guide to forming an intramural sports team

A4

Communication Elements
Flyers
The Bateman Gold Team created flyers to increase awareness about Popmoney throughout the final week of implementation (A7). The team used students feedback from the focus groups when designing the flyers. The flyers contained minimal text and were hung in high-traffic areas such as the student center, library, and various lecture halls across campus. The team utilized focus group research to strategically place flyers in stand-alone locations so the flyers would garner more attention.

Table Tents

Table tents with a calendar of P(L)AY UP events were displayed on tables in The Hub and The Rathskeller, two popular dining locations in the student center (A8). The Bateman Gold Team decided to place table tents in these areas due to feedback received during focus groups. The text message to the right indicates the effectiveness of the table tents. The student noticed the P(L)AY UP campaign table tents in The Rathskeller, alerted a team member, and commented on the clean design. The student also noticed other students reading the flyer at other tables.

Business Cards

The Bateman Gold Team created P(L)AY UP business cards to be added to all lollipop giveaways in order to reach Kent State students (A9). Focus group research indicated that students would prefer to receive a handout they could easily slide into their pockets, as opposed to a full-sized flyer.

A5

Constant Contact

The Bateman Gold Team created and distributed a custom newsletter on an online marketing site called Constant Contact (A10). Using the publication, the team: Described Popmoney and shared a link to the company website Encouraged readers to take the online awareness survey and listed components of the prize package Thanked P(L)AY UP participants for taking part in the campaign The Bateman Gold Team members compiled emails at every event of the campaign. They emailed the newsletter to every recorded email address, knowing an increase in completed surveys meant more accurate evaluation measurements. Forty-seven percent of students who received the e-blast opened it and read the provided information.

Social Media

By using established, personal social media accounts, the Bateman Gold Team was able to reach a larger audience than if the members created an entirely new account for the Bateman competition. The team members had 5,521 combined Facebook friends; 1,788 combined Twitter followers; 1,168 combined Instagram followers; and 374 combined Tumblr followers. From photos to videos to plain text posts, the Bateman Gold Team members used humor and popularculture references to engage their friends and followers in the P(L)AY UP campaign.

A6

OWE SOMEONE MONEY?

ITS TIME TO

NO CASH NO CHECKS NO HASSLE

SIGN UP TODAY AT POPMONEY.COM
Terms and Conditions apply. Popmoney personal payment services offered at Popmoney.com are provided by or through CheckFreePay Corporation, a licensed money transmitter, and/or its affiliate CheckFreePay Corporation of New York, which is licensed and regulated as a Money Transmitter by the New York State Department of Financial Services, each a wholly owned subsidiary of Fiserv, Inc.

A7

A8

A9

A10

Street Team

According to participants in the Bateman Gold Teams focus groups, students preferred to learn new information face to face. Students expressed their aversion to receiving handouts without any personal interaction. One student even said hed prefer someone to join his tables conversation while eating at campus dining facilities. For this reason, the Bateman Gold Team created a street team. Each Monday throughout February, the P(L)AY UP street team, made up of the five members of the Bateman Gold Team, walked around campus at two separate times the morning and evening and handed out lollipops to students wearing orange. Along with a lollipop, the street team described Popmoney and asked the students to visit the link and take the online awareness survey. During the last two weeks of February, the street team walked around campus every day to promote the dodgeball tournament and to continue raising awareness about Popmoney among students. Instead of only approaching students wearing orange, the street team approached everybody in campus dining locations and the library. Students who were interested in playing in the dodgeball tournament received a lollipop with a P(L)AY UP email address taped to it. Students could register for the dodgeball tournament by sending their names to the email address.

A11

Basketball Activities
Because the P(L)AY UP campaign theme encouraged activity, the Bateman Gold Team decided to represent Popmoney at both Kent State mens and womens home basketball games. Both the February 12 and 22 mens games and the February 19 womens game were against other universities in the Mid-American Conference (MAC). MAC games typically yield higher attendance than games against teams outside of the conference. Using suggestions from students who participated in the Bateman Gold Teams focus groups, the team set up an informational table where students could stop to learn more about the service at each game. The table also included a mobile sign-up station where interested students could register for Popmoney on the spot. Next to the table, the Bateman Gold Team hosted a shooting contest using a Little Tikes hoop. Students were asked to submit their names and email addresses to participate in the contest. These participants were then given two chances to make a basket. If they made one of the two baskets, they were entered to win a gift card from a local business (A45). Participants were awarded an orange lollipop regardless of whether they made a basket. A small business card with the P(L) AY UP logo, Popmoney website, and survey link was attached to each lollipop. While students were signing up to participate in the contest, Bateman Gold Team members explained Popmoney services and promoted additional P(L)AY UP events. The Bateman Gold Teams booths were visible to nearly 6,300 individuals who attended the three games combined. Of those individuals, 276 students participated in the shooting contest. The Bateman Gold Team used stickers that Popmoney provided to kick off the P(L)AY UP campaign. The team distributed stickers to Kent State students arriving for the Kent State vs. University of Akron mens rivalry game on February 1 and reminded students to wear orange throughout the month for Popmoney Mondays. Because the team was unable to secure space for a booth at the game, it decided to meet students at the entrance to distribute the provided Popmoney stickers. The Bateman Gold Team decided to distribute stickers only to students who wanted them because focus group participants said they would rather receive optional, useful materials than be bombarded with flyers they felt forced to take.

A12

Late Night Skate Activities

Continuing the campaigns active theme, the Bateman Gold Team represented Popmoney at the Kent State Ice Arena for four Wednesday Late Night Skates from 10:30 p.m. to midnight. A combined 487 students attended the February mid-week open skates. Students were comfortable connecting with the Bateman Gold Team on a personal level because of the relaxed atmosphere at the ice arena. After four weeks of implementation, team members were on a firstname basis with several of the students who are now undoubtedly aware of Popmoney and have adopted the service. The Bateman Gold Team hosted a corn-hole contest. As in the shooting competition, students provided their names and email addresses in order to play. If participants tossed at least one beanbag into the boards hole, they were entered to win a gift card from a local business. There was one winner per week, two earning prizes from local businesses (A46). Whether or not they were successful, each contestant received an orange lollipop accompanied by a small business card with the P(L)AY UP logo, Popmoney website, and survey link. A total of 325 students participated in the corn-hole contest and 75 took the survey. The Bateman Gold Team set up an information table and mobile sign-up station next to the cornhole competition. While students were signing up to participate in the contest, Bateman Gold Team members explained Popmoney services and promoted other P(L)AY UP events. Because of the comfortable environment, more students were willing to spend the time required to sign up for Popmoney using the mobile sign-up station. Additionally, the Bateman Gold Team hosted a dance-off competition on the ice at every Late Night Skate event. Team members awarded the top three dancers at each event prizes from local businesses (A47). While not every student participated in this competition, they were able to watch the contest and hear the Bateman Gold Teams announcements. The Bateman Gold Team also hosted a surprise pizza-eating contest during the Zamboni break at the February 19 Late Night Skate event. The winner of the seven-person competition won a gift card for being the fastest to eat two slices of pizza (A48). Georgios Oven Fresh Pizza Company donated the pizza. The contest had a captive audience of students cheering on their friends who were participating.

A13

Dodgeball Tournament

The Bateman Gold Team hosted the P(L)AY UP Dodgeball Tournament to conclude the campaign. The tournament took place February 28 from 7 to 9 p.m. in the Multipurpose Gym of the Student Recreation and Wellness Center at Kent State. Four teams of up to 10 students participated in the tournament. Each player on the winning team received a $10 gift card to Paninis Bar and Grill (A49). The Bateman Gold Team encouraged participants to sign up for Popmoney by offering each team two Pop Back In cards for every five members who registered for the service using the mobile sign-up station. One team took advantage of this offer, having five of its members sign up. Each player registered for the event by providing his or her name and email address. Everyone received an orange lollipop with directions to an online evaluation survey. The Bateman Gold Team informed each recipient that completion of the survey earned him or her a chance to win a prize package.

A14

Media Relations

The Bateman Gold Team pitched a story about the P(L)AY UP campaign to Kent States student-run television station, TV2, and newspaper, the Daily Kent Stater. Even though the stories were assigned to journalists, they never ran in print, on screen, or online. Instead, the team made use of owned media by working with Kent States School of Journalism and Mass Communication (JMC). A story about both the Kent State Bateman Gold Team and the Kent State Bateman Blue Team was featured on the homepage of the JMC website. The following are excerpts of PR STUDENTS GAIN REAL-WORLD EXPERIENCE IN NATIONAL BATEMAN CASE STUDY COMPETITION by Kelli Fitzpatrick: Early in the fall 2013 semester, the PR faculty at JMC invited 10 PR majors to participate in this years competition. Students apply classroom education and internship experiences to creating and implementing a public relations campaign. The junior and senior students are hard at work representing this semesters client, Popmoney, a personal payment service of Fiserv, Inc. The Bateman students are divided into Blue and Gold teams. The Blue team includes Sydney Baltrusaitis, Morgan Jupina, Michael Lopick, Helen Steward and Samantha Tuly. The Gold team includes Meghan Caprez, Marcus Donaldson, Hannah Hamner, Julie Myers and Abby Prulhiere. Each team aims to raise awareness and usage of Popmoney among adults ages 18 to 24. The Bateman Gold teams campaign focuses on the concept P(L)AY UP. Its a play on words, encouraging students to get active and play up and to pay up by using Popmoney, says senior Meghan Caprez. Our whole campaign is focused on being active, whether its in sports or in learning about Popmoney. The Gold Team has handed out lollipops to students around Kent, leading them to taking an online survey and learn more about the client. Team members have also hosted activities and booths at the Kent State Ice Arena and basketball games.

A15

Additional Tactics
I Heart Travel Week
The Kent State Office of Global Education hosted I Heart Travel Week in the university library starting February 6. The event aimed to raise awareness of campus-wide study abroad programs. On Wednesday February 8, the Bateman Gold Team set up an information booth, where team members described Popmoney and how the service could be helpful to students studying abroad. Mobile sign-up stations were available, and each student received a lollipop with the P(L)AY UP logo, Popmoney website, and link to the awareness survey. The Bateman Gold Team also delivered a short presentation to I Heart Travel Week participants. Two team members who studied abroad in the past described their struggles with transferring money while overseas and how they would have benefited from using Popmoney. Twelve people signed up for Popmoney, and approximately 100 students passed through the event while the Bateman Gold Teams booth was set up.

Legally Blonde the Musical

Athletics fans were not the only students active on campus during implementation month. The Kent State School of Theatre and Dance was busy preparing for its largest production in three years: Legally Blonde the Musical. The production - including 29 cast members, 10 crew members and two dogs - opened Friday, February 21 at 8 p.m. To increase awareness about Popmoney and the P(L)AY UP campaign, members of the Bateman Gold Team delivered a basket of 50 lollipops for the students and dog biscuits for the canines before the shows opening night performance. The Bateman Gold Team also incorporated Legally Blonde references into the basket using a pink ribbon and a note that read: Omigod you guys! Bend and snap a leg at your opening night performance! Were positive youll enjoy these lollipops, courtesy of the PRSSA Bateman Case Studies Competition P(L)AY UP campaign. Best, The Bateman Gold Team Getting anything for the cast and crew is always so thoughtful and actually helps fuel the production, said Legally Blonde Stage Manager Cullen Motak. The basket of lollipops was a real treat for all the students a part of the show, especially coming from other students on campus.

A16

Bank Materials

According to the Bateman Gold Teams primary research, a majority of Kent State students trust information provided by employees at their banks, making bank employees relevant opinion leaders. The Bateman Gold Teams third objective was to educate these opinion leaders about Popmoney at one banks local branch. The team reasoned that if bank employees were more educated about the service, they would adopt it into daily conversation with their branch patrons and thus generate higher awareness and usage of Popmoney. The Bateman Gold Team decided to take a hands-off approach in bank employee education. When designing bank materials, team members created a fact sheet, memo, and PowerPoint slideshow that branch managers could distribute when they deemed appropriate. The team took this approach because it would be feasible on a larger scale if Popmoney decided to implement a similar plan nationwide. With approval from the Popmoney team, the Bateman Gold Team decided to work with Fifth Third Banks Kent branch. Even though Branch Manager Michael Van Voorhis was the only manager in Kent that exhibited awareness of the service, he said that it would be useful to have information about Popmoney handy when speaking to patrons. The Bateman Gold Team created a fact sheet with general information about Popmoney as a tool for tellers to reference if patrons inquired about the service (A19). The Bateman Gold Team members recommended the email memo be sent a few days after the fact sheets were distributed because it provides supplemental information (A20). Finally, the PowerPoint presentation was meant to educate any new employees during Fifth Third training sessions (A21). The Kent branch was understaffed at four employees during the implementation period, and Van Voorhis said he was actively searching for two more employees. The presentation would be useful when those two employees were transitioning into their new positions at the bank. Team members met with Van Voorhis Friday, February 21, to deliver educational materials and describe educational plans. The Bateman Gold Team was only able to work with Fifth Third for one week of the implementation month because the Popmoney Bateman approval team asked the Bateman Gold Team to select a location where Popmoney is offered as part of the banks online transaction services; the team originally planned to work with Huntington or KeyBank, which do not offer the Popmoney service to their patrons. In that one week, however, the teams materials helped to increase three out of four of the branch employees knowledge of Popmoney.

A17

February 21, 2014 Mr. Michael Van Voorhis Branch Manager Fifth Third Bank 1597 South Water Street Kent, OH 44240 Dear Mr. Van Voorhis: On behalf of the Kent State University Bateman Gold Team, I would like to thank you for your willingness to participate in a trial education period for the *Popmoney personal payment service. Because Fifth Third Bank offers Popmoney, it is crucial that employees know and understand the service so they can recommend it to patrons and eld any questions those patrons may have about the service. To aid in the education of Fifth Third employees in Kent, the Bateman Gold Team has compiled an information packet included with this letter. Inside, you will nd fact sheets for your employees, explaining Popmoney and how it can benet users. Additionally, the team will send an email containing an informational memo for veteran employees and an educational PowerPoint presentation for new employees to be distributed at your own discretion. The Bateman Gold Team would strongly encourage the distribution of the email memo the last week of February. I have also included orange lollipops for branch patrons. Thank you again for your dedication to the education of Fifth Third employees at the Kent branch. I look forward to working with you throughout the rest of February. Sincerely, Meghan Caprez Kent State University Bateman Gold Team
*Terms and Conditions Apply. Popmoney personal payment services offered at Popmoney.com are provided by or through CheckFreePay Corporation, a licensed money transmitter, and/or its afliate CheckFreePay Corporation of New York, which is licensed and regulated as a Money Transmitter by the New York State Department of Financial Services, each a wholly owned subsidiary of Fiserv, Inc.

A18

fact sheet

What is Popmoney?
The Popmoney personal payment service* allows users to send, request and receive money through Popmoneys website or smartphone application. Popmoney targets ages 1824. People this age can use Popmoney to pay rent to landlords, receive money from family, and split bills with friends.

How does it work?

Popmoney allows users to pay other people, even if they patronize different banks. Popmoney alerts an individual if he receives an incoming payment via email or text message, and he is then asked to accept the payment either online or through the Popmoney app. Popmoney users do not need to know others account numbers to transfer money; they only need to know the recipients mobile phone number or email address.

How do users sign up?

Users can sign up by visiting Popmoney.com or by downloading the Popmoney app to their smartphones.

* Terms and Conditions apply. Popmoney personal payment services offered at Popmoney.com are provided by or through CheckFreePay Corporation, a licensed money transmitter, and/or its affiliate CheckFreePay Corporation of New York, which is licensed and regulated as a Money Transmitter by the New York State Department of Financial Services, each a wholly owned subsidiary of Fiserv, Inc.

A19

TO: Fifth Third Bank Kent branch employees DATE (suggested): Monday, Feb. 24, 2014 SUBJECT: Popmoney Dear employees, Fifth Third Bank offers the Popmoney personal payment service* to its customers as a convenient way to pay other people. Please familiarize yourself with Popmoney in order to answer any questions asked by Fifth Third patrons. Popmoney allows its users to send money to almost anyone with a U.S.-based bank account, no matter where the recipient banks. The user does not need the recipients bank information; he or she only needs the recipients email address or mobile phone number. The service is free during the introductory period, then costs $0.99 for Standard Delivery and $2.99 for Expedited Delivery per transaction. Fifth Third patrons may use Popmoney to: Pay rent Receive money from parents Repay loans from friends Patrons may sign up for this service on the Fifth Thirds website under the Transfer Funds tab. *Terms and Conditions Apply. Popmoney personal payment services offered at Popmoney.com are provided by or through CheckFreePay Corporation, a licensed money transmitter, and/or its affiliate CheckFreePay Corporation of New York, which is licensed and regulated as a Money Transmitter by the New York State Department of Financial Services, each a wholly owned subsidiary of Fiserv, Inc.

A20

About
The new way to give and get money.
Founded in

2010 365

by CashEdge (now Fiserv)

Available at

2,000

banks naDonwide

Use 24/7,

days a year

Childcare

Recrea-on Groceries Travel

BabysiEng Wedding

The Popmoney personal payment service offers a convenient alternative to cash and checks for a variety of personal payments such as

Rent
Den-st
Flowers

School

Church Furniture

Party

Gas

Pets

Tickets Birthday

Allowance

Clothing

Gi5s

Auto

Dining

Popmoney?

Loan

Phone
A21

U-li-es

Why use

How does it work?

1
Send money from online banking to anyones email address, mobile number, or bank account

Frequently Asked Questions

Q: Is there a service fee? A: Yes. After the introductory period when users can send money for free, $0.99 per transaction is charged to the sender for Standard Delivery and $2.99 is charged for Expedited Delivery. Q: Do I need to know routing numbers? A: You only need to know someones phone number or email address in order to send money.

The recipient will be notified by email or text

Deposit
The recipient completes the deposit by entering the verification code sent by Popmoney

3
The recipient can deposit the money: Within online banking if his or her bank offers Popmoney OR At Popmoney.com by providing bank account information

Q: How is personal information secure? A:

The Popmoney website is scanned for security vulnerabilities by Verisign Popmoney privacy and security practices are certified by TRUSTe One-time verification codes to prevent fraudulent deposits

A22

Bank Evaluation Survey

1. On a scale of 1 to 7 (with 1 meaning completely unaware and 7 meaning completely aware), rate your awareness of Popmoney before February 2014. 2. On a scale of 1 to 7 (with 1 meaning completely unaware and 7 meaning completely aware), rate your awareness of Popmoney after February 2014. 3. Has a customer ever asked you about Popmoney? Yes No 4. Have you ever recommended Popmoney to a customer? Yes No Only if the customer specifically asked about the service 5. If you would like to be entered to win a $10 Fresco Mexican Grill & Salsa Bar gift card, please enter your email address here.

A23

Additional Research
Secondary Research
Client Research Popmoney was founded through CashEdge, Inc. in January 2010 and launched later that year in December. It was named based on its purpose to help users pay other people. The service provides an easy way to send, request, and receive money 24 hours a day, seven days a week, 365 days a year through the use of a smartphone application or through the Popmoney website. In order to send money, the consumer needs either the bank account number, email address, or cell phone number of the person he or she wishes to send the funds to or receive funds from.To prevent fraud, one-time passcodes are sent to the user. The user must type the one-time passcode back to Popmoney to verify that he or she owns that cell phone number or email address. According to Popmoneys website, the service is powered by Fiserv, which transfers $1 trillion annually. Fiserv also provides online banking services to 55 million people. Fiserv, headquartered in Brookfield, Wisc., specializes in payments in the financial services industry. The company is home to approximately 21,000 employees and boasts $4.48 billion in revenue. Fiservs previous person-to-person money transferring service, ZashPay, merged with Popmoney after its acquisition in 2011. Popmoney claims the service makes sending and receiving money as easy as texting or emailing. According to Popmoney, the transactions generally take three business days. Users can send money to anyone, regardless of where the other person banks, for a 95-cent transaction fee. According to Popmoneys website, consumers use the service mostly to pay rent, send money to children at college, repay friends from an outing, pay a babysitter or lawn care service, or send a gift to a family member. Popmoney frequently updates its services in order to better serve the needs of users. More recent features include: Sending an e-greeting along with gift payments Setting up upcoming payments and regular payments Importing email contacts from Hotmail, Yahoo!, Gmail, and other email services Sending money using the receivers bank account number, email address, or cell phone number Keeping track of your Popmoney activity with a to-do list Adding multiple email addresses and mobile numbers for contacts Receiving money without formally enrolling

A24

Competitors Popmoneys most prominent competitors are PayPal, clearXchange, Dwolla, and Venmo. PayPal is currently the leading person-to-person money transferring service with 137 million active accounts, according to paypal.com. American Banker published a study by Javelin Strategy & Research in 2012 naming Popmoney and clearXchange as PayPals competition. The study found that Popmoney connects 2,000 financial institutions and U.S. bank customers through online and mobile channels. PayPal differs from services like Popmoney and clearXchange in that PayPal must serve as a middle party. Popmoney allows funds to be sent directly to the intended receiver. The clearXchange service, based out of Charlotte, N.C., is a person-to-person money-transferring service that is specifically partnered with Wells Fargo, Bank of America, and First Bank and will soon be available to Chase customers. According to Businessweek.com, clearXchange allows patrons to use their banks trusted websites to make financial transactions, and there is no need to create an additional clearXchange account. Venmo and Dwolla are also up-and-coming person-to-person money transferring services. Both Venmo and Dwolla are modeled after PayPal and are similar to Fiservs Popmoney, but neither is used by local banks. Dwolla recently entered a partnership with the state of Iowa to expand online payment options. Using this service, patrons pay a 25-cent transaction fee for payments that are more than $10, with payments less than $10 being free. The service itself is analogous to Popmoney. According to Dwollas website, payments can be sent to email addresses, phone numbers, Facebook friends, LinkedIn connections, Twitter followers, and businesses that accept Dwolla using the website or the mobile application. They have a two to three-day transfer time for payments to the bank and a three to four-day process for moneyto-business transactions. According to a New York Times article, Dwolla has 70,000 users and handles $1 million a day. Venmo is very similar in function: it allows for quick, virtual sending of money through a smartphone application. The main difference is within the partnerships. Through the Venmo partnerships, businesses are charged a 2.9 percent transaction fee, and Venmo customers do not pay a fee. Businesses benefit by the convenience of using the payment service, and customers benefit by not paying a transaction fee.

A25

Reviews of Popmoney (as of January 15, 2014) iTunes (App) Ratings of Current Popmoney App Ratings of All Versions of App (Six Total) (69 Total)

Recurring comments: Not recommended Difficult to set up/verify account Application keeps crashing Very slow, takes three days when normal bank can transfer in one day Money is taken out of first account immediately but doesnt always find its way to the receiving account Terrible customer service App works, just takes more time than ZashPay, the original service Easier than PayPal Google Play (Android App) Ratings: 3.4-star average (79 Total) Recurring comments: Users need a debit card for transfer to work, and even then, it only works when users banks are a part of Popmoneys list Takes too long to transfer money, mail would be faster Password/login issues Ninety-five cent fee is too much

A26

About Banking/Loans Popmoney Reviews Ratings: 1.5-star average (17 Total) Recurring comments: Trouble logging in/account locked Not an efficient way to send money Money was taken from original account, then disappeared Terrible customer service

Money Cone (2011) MoneyCone is a personal finance and investing how to blog that features posts on topics regarding investing, banking, savings, reviews, credit, technology, frugal, and fraud. Popmoney (used through Ally bank) is more reliable than PayPal From my experience Popmoney is a great way to send money to family and friends. I havent used it long enough to think of any drawbacks yet, but from what I see, the service is simple and commission free for easy money transfer to family and friends. Review not paid for by Fiserv Bargaineering (2011) Started in 2005, Bargaineering is a personal finance blog. Jim Wang, the founder, started the blog with the hopes of enlightening people with tricky, financial topics. The blog has been cited in The New York Times and Business Week. Additionally, the site made it onto American Public Medias Marketplace Money national public radio. Popmoney is free through Ally and easy to use Popmoney is better than PayPal because it doesnt charge any fees through Ally Im probably making a lot more out of this than it truly warrants, but anytime I can move more money out of checking and into online savings, Im happy. Popmoney reviews appear on a site called Bad App Reviews. Its appearance on this site may impact the image and reputation of Popmoney and its application. Search Engine Optimization The Bateman Gold Team used Google Adwords Keyword Planner to determine what people are searching for in relation to transferring money. The best keywords have a high amount of average monthly searches and low to medium competition.

A27

These words can drive traffic to the Popmoney website and social media sites if positioned correctly.

Keyword How to transfer money from one bank to another Bank wire Transfer money between banks

Average Monthly Searches 1,000 720 390

Competition Medium Medium Medium Medium Medium Medium

Can you transfer money from one bank to 320 another How to transfer money online 320 How to do a bank transfer 170

Social Media Presence Popmoney has three social media accounts, but it is mainly active on Facebook, where it receives the majority of its customer feedback. The following details Popmoneys use of its accounts:

Facebook Actively posts original content or shares information from other sources As of January 14, 2014, the Popmoney page has 20,186 Likes Highly responsive to posts by others; however, replies are often automated and impersonal even for highly negative comments

Twitter Facebook posts are repeated through tweets As of January 14, 2014, the official Popmoney account has 5,713 followers

Instagram Popmoney has an Instagram account, but it is not active As of January 14, 2014, the page has only three followers

A28

Banks in Northeast Ohio Popmoney is offered by 2,000 U.S. financial institutions. For the purposes of the campaign, the Bateman Gold Team focused on the banks most used by college students in the northeast Ohio region. We found Popmoney is offered at: Ally Bank Century Federal Credit Union Charter One Citibank Citizens Bank Fifth Third Bank First Place Bank Ohio Educational Credit Union PNC Bank SunTrust The Middlefield Banking Company U.S. Bank According to City-Data.com, the following represent banks with the most branches in Kent, OH: The Huntington National Bank Hometown Bank JPMorgan Chase Bank, National Association KeyBank National Association The Home Savings and Loan Company Firstmerit Bank, National Association Fifth Third Bank Portage Community Bank Kent State Enrollment, Kent Campus Full-time enrollment: 28,019 (Fall 2013) 5,922 people living in university student housing College Students Spending Habits A study conducted by Nationwide showed 40 percent of student spending is dedicated to discretionary expenses such as technology, entertainment, clothes, and cosmetics. Twenty-six percent of their money is used for college room and board, 19 percent to tuition and fees, and 12 percent to other expenses. Forbes Nancy Anderson confirmed that students spend money on tuition, housing, and entertainment. She also listed additional costs of a college student: food, school supplies, textbooks, alcohol, and spring break trips.

A29

In order to accommodate for these expenses, three out of four college students maintain a job during their time at school, most commonly as restaurant employees, resident assistants, babysitters, or tutors. The combination of paychecks from these jobs and aid from parents makes the average student income around $1,200 per month. In many cases, this amount does not cover all expenses. To accommodate for the remaining costs, 55 percent of undergrads have at least one credit card by the time they graduate, 90 percent of them using their card for education-related purchases. The average student graduates with $4,100 in credit card debt. Despite the cost of attending a university, 94 percent of the students surveyed believed that it is a good investment. A study of 1,000 high school seniors and college students, conducted by Citibank and Seventeen Magazine, proved that a large majority of college students adopt money-saving habits. For example: 95 percent utilize student discounts 94 percent purchase used textbooks 88 percent shop for groceries as opposed to eating out 81 percent use online coupons and discounts 76 percent share housing 72 percent walk or bike instead of owning a car 71 percent work long hours to increase funds Best Practices Targeting College Students: Powerbag Tour A Powerbag is a fully functional backpack that has the capability of charging any smartphone, tablet device, or anything that utilizes a USB charger. With Blue Wolf Communications, Powerbag ran a campaign designed to raise awareness and drive trial for the product with college students and young professionals. To do this, the company implemented a bus tour that traveled to key college campuses throughout the country with a branded exterior. Students and other participants were able to spin beats on a DJ set, try on the backpacks, and spend time in a Wii gaming lounge. The campaign reached more than 15,000 college students. Awareness Campaigns: Bank of Punjab The Bank of Punjab, located in India, was unable to compete with other banks in the country because it lacked a definite identity, and was not viewed as a credible financial institution. In order to be seen as dynamic, innovative, and vibrant, the bank hosted a get-to-know session with the media and launched nationwide product campaigns. This allowed the bank to rebrand itself while raising awareness through media hits.

A30

Media Contacts Daily Kent Stater/KentWired.com Rationale: The Daily Kent Stater and KentWired.com are the premiere student news publications at the Kent campus. The Daily Kent Stater is published Monday through Friday during the Spring 2014 semester. Assigning Editor: Maddie Winer Email: mwiner@kent.edu College of Communication and Information Reporter: Heather Inglis Email: hinglis@kent.edu TV2 Rationale: TV2 is Kent States student-run television station, available to 7,000 Kent State residents and 25,000 Portage County residents. The station has news, sports, and entertainment shows Monday through Friday. News Director: Allie Johnson Email: ajohn125@kent.edu Miscellaneous Information According to KentWired.com, the Kent State Recreational Services has hosted Late Night Skate, a reduced-price ice skating event at the Kent State Ice Arena, for students between 10:30 p.m. and midnight since 2010. Late Night Skates take place Wednesday evening every week. According to Kent State University Athletic Communications, 6,313 people attended the Kent State vs. University of Akron mens basketball game at the MACC January 19, 2013. According to KentWired.com, there were 29 cast members, 10 crew members, and two dogs in the cast of Legally Blonde the Musical at Kent State, which opened February 21 at 8 p.m.

A31

Works Cited Client Research Can We Help You Find Something?. Fiserv, Inc., n.d. Web. 15 Jan. 2014. News. Digital Transactions, 29 Feb. 2012. Web. 15 Jan. 2014. <http://digitaltransactions.net/news/story/3444>. Popmoney Frequently Asked Questions. Bank Gloucester. Bank Gloucester, n.d. Web. 15 Jan. 2014. Popmoney Upgrade FAQs. First National Bank. First National Bank, n.d. Web. 15 Jan. 2014. Popmoney personal payments service FAQs. First Citizens Federal Credit Union. Silvertech, Inc, n.d. Web. 15 Jan. 2014. Shapiro, Tammi. P2P Users, Usage Patterns and Opportunities. Source Media Conferences. Fiserv, Inc., n.d. Web. 15 Jan. 2014. <http://www.sourcemediaconferences.com/CFE12/presentations/ Windh-%20to %20share.pdf>. Where do you bank?. popmoney.com. Fiserv, Inc., n.d. Web. 15 Jan. 2014. Competitors Carrns, Ann. Using Dwolla to Send and Receive Money. The New York Times. N.p., 23 Jan. 2012. Web.15 Jan. 2014. Financial Content. PR Newswire, 21 Aug. 2013. Web. 15 Jan. 2014. Johnson, Andrew. With ClearXchange, B of A, Wells and JPM Threaten P2Ps Pioneers. American Banker. N.p., 25 May 2011. Web. 15 Jan. 2014. Iowa expands online payment options. Bloomberg Businessweek. N.p., 6 Jan. 2014. Web. 15 Jan. 2014. Pay your friends instantly. Venmo. N.p., n.d. Web. 15 Jan. 2014. PayPal is the faster, safer way to pay and get paid online, via a mobile device and in store. PayPal. PayPal, n.d. Web.15 Jan. 2014. PopMoney Gives PayPal Competition. BankFox. N.p., 3 Feb. 2010. Web. 15 Jan. 2014. Stewart, Jackie. PayPal Faces Increasing Competition for P2P Transfers. American Banker. N.p., 8 Aug. 2012. Web. 15 Jan. 2014.

A32

Popmoney Reviews About Bargaineering. Bargaineering. N.p., n.d. Web. 15 Jan. 2014. Ally Offers Popmoney. Bargaineering. N.p., n.d. Web. 15 Jan. 2014. Bad App Reviews for Popmoney. Popmoney for Android. N.p., n.d. Web. 15 Jan. 2014. Contact. Money Cone. N.p., n.d. Web. 15 Jan. 2014. Popmoney. App Store. N.p., n.d. Web. 15 Jan. 2014. Reader Reviews : Popmoney Reviews. About.com Banking / Loans. N.p., n.d. Web. 15 Jan. 2014. Sending Money To Family And Friends My Search For A PayPal Alternative Ends Here! Money Cone. N.p., n.d. Web. 15 Jan. 2014. Search Engine Optimization AdWords. N.p., n.d. Web. 15 Jan. 2014. Social Media Presence Popmoney. Facebook. N.p., n.d. Web. 15 Jan. 2014. Popmoney. Twitter. N.p., n.d. Web. 15 Jan. 2014. Banks in Northeast Ohio Help Center. Ally Bank : Popmoney FAQs. Ally Financial, Inc., n.d. Web. 15 Jan. 2014. Online Money Management. PNC. PNC Financial Services Group, Inc., n.d. Web. 15 Jan. 2014. <https://www.pnc.com/webapp/unsec/Blank.do?siteArea=/pnccorp/pnc/home/personal/ online+banking/online+money+management>. Pay Other People (Popmoney). Fifth Third Bank. Fifth Third Bank, n.d. Web. 15 Jan. 2014. Personal Banking Solutions. KeyBank. KeyCorp, n.d. Web. 15 Jan. 2014. Popmoney Upgrade FAQs. First National Bank. First National Bank, n.d. Web. 15 Jan. 2014. Kent State Enrollment, Kent Campus Fifteenth Day Enrollment Statistics. Kent State University. N.p., 2013. Web. 15 Jan. 2014.

A33

College Students Spending Habits Anderson, Nancy. 13 Ways College Students Waste Money And Opportunities. Forbes. Forbes Magazine, 21 Aug. 2013. Web. 15 Jan. 2014. How Students Spend and Save. Fastweb. N.p., n.d. Web. 15 Jan. 2014. Managing Money in College Infographic. College Student Spending. N.p., n.d. Web. 15 Jan. 2014. Best Practices Case Studies: Powerbag Tour. UCG. N.p., n.d. Web. 15 Jan. 2014. Chattopadhyay, Devasis. Bank Of Punjab PR Case Study. Slideshare. N.p., 21 Feb. 2014. Web. 2014. Media Contacts About Us. kentwired.com. N.p., n.d. Web. 15 Jan. 2014. Miscellaneous Late Night College Skating. Kent State University. N.p., n.d. Web. 15 Jan. 2014. Martis, Lily. Behind the scenes of Legally Blonde. kentwired.com, 11 Feb. 2014. Web. 11 Feb. 2014.

A34

Primary Research

Intercept Interviews To gauge Kent State student awareness of Popmoney, the Bateman Gold Team conducted a two-question intercept interview, asking if participants have heard of Popmoney and, if so, if theyve used it. The Bateman Gold Team surveyed 520 students total from December 2, 2013, through January 17, 2014. Of the eight people who had heard of Popmoney, only two of the students had used it. The intercept interview results revealed a significant need for the Bateman Gold Teams campaign to increase awareness on Kent States main campus. Online Survey A total of 92 Kent State students completed an online benchmark survey prepared by the Bateman Gold Team. The following are the results of this survey: Participants listed paying rent, borrowing and lending money to family and friends, and splitting utility costs with roommates as main person-toperson money transactions. Of the people who took the survey, 49 people primarily completed these transactions using cash, 30 people primarily used checks, nine people primarily used online transactions, and four people primarily used a money-transferring system. Seventeen of those who took the survey said they do not receive money from their parents. Of those who do receive money from their parents, 34 receive cash, 17 receive checks, 14 use an online transaction, and only two use a money-transferring service.
Preferred banking method 50 41

28 Method 25 22

In person

Smartphone Number of people

Online

Of the students who completed the survey, 39 bank at the same financial institution as their parents, 35 students do not use the same bank as their parents, eight said one or more of their bank accounts are the same, and four were unsure. A majority of Kent State students who took the online survey said they bank at Huntington. PNC, Fifth Third, First Merit, KeyBank, and Charter One were also common financial institutions among these college students.

A35

The Bateman Gold Teams online survey yielded similar results to the teams intercept interviews. Only eight of 92 students surveyed knew about Popmoney, and only one had used it. The Bateman Gold Team asked participants if they would use Popmoney after providing them with a short description of the service. The students were split nearly down the middle, 41 saying they would consider using the service and 46 saying they would not. Bank Manager Interviews Awareness is not only important among customers, it is also crucial for employees at banks partnered with Popmoney. Bank employees, especially bank tellers, need to be well-versed in Popmoney services so they can answer questions such as: What is Popmoney? How does Popmoney work? How do new customers sign up for Popmoney? Through primary research at local branches of popular banks, the Bateman Gold Team found a lack of awareness about Popmoney and its services among branch managers. After contacting seven different banks in Kent, the Bateman Gold Team discovered employees at only one branch, Fifth Third Banks Kent branch, were knowledgeable about Popmoney. When asked if they promote Popmoney in any way, one bank employee said he only discusses it if the customer specifically asks about the service. If bank tellers have a better understanding of Popmoney, they will be able to promote it, therefore increasing awareness and usage. Focus Groups The Bateman Gold Teams focus groups were conducted December 12, 2013, and January 14 and 16, 2014. Data collected at the Bateman Gold Teams focus groups revealed that Kent State students spend most of their money on food, alcohol, and clothing. The data may not be a valid indicator of all students at Kent State due to an unbalanced gender distribution in the focus group setting. Focus group gender distribution 15 percent male 85 percent female Kent State gender distribution (according to US News & World Report, 2013) 41.7 percent male 58.3 percent female

A36

According to focus group research, Kent State students make the following person-to-person money transactions: Borrowing money from friends Paying landlord rent Receiving money from parents (especially for studying abroad) Receiving payment from individual contracts for web design

When students received money from their parents, it was most often through an online or in-person bank transaction, especially with large sums of money. The students expressed their irritation with having to stop at an ATM to withdraw cash to repay their friends. Its really annoying because I have to stop at an ATM, one student explained. I never have any cash. While most students in the focus groups completed a majority of banking in person before entering college, they are most likely to use a smartphone application to manage their finances at Kent State. Students believe this is the easiest method of banking because mobile applications give them access to their money anywhere, even if their bank is located in a remote region. When asked if they trusted advice given by bank managers or tellers, students offered a variety of answers. A slim majority of the students said yes right away, reasoning that the tellers and managers are financial professionals and, therefore, are more knowledgeable about monetary procedures than the students themselves. Others said that their level of trust depends on both the advice being given and who offers it. They may trust advice from a bank teller or manager they have worked with before, but not a new face at the bank. Finally, several students said they were skeptical of the advice given by bank employees because bank employees receive commission when customers open new accounts, especially credit card accounts. One student offered a unique perspective, having a friend who works as a teller in a local bank. Im friends with a banker, she said, and she tells me that they try to trick people into signing up for stuff.

A37

The Bateman Gold Team later asked the focus groups how likely they would be to try a moneytransferring service if it was endorsed by their banks and recommended by bank employees. None of the students said yes. A majority of the students said they would do their own research about the service by reading the services website and reviews and seeking validation from friends before trying it. If my banker suggested it, that would definitely help, though, one student added. Only two students said they would definitely not use the service due to their lack of trust of bank employees. According to data collected throughout the Bateman Gold Teams three focus groups, a majority of Kent State students bank at the same financial institution as their parents.

Focus group participants bank at the following financial institutions: Huntington Fifth Third Bank Charter One KeyBank Chase Home Savings PNC Ocean City Home Bank Less than half of the students who participated in the Bateman Gold Teams focus groups had used a money-transferring service. The ones who had experience with these services only used PayPal, offering mixed reviews of the site. It hasnt failed me yet, one student said. She said she used the service to pay for goods she purchased on eBay, an online auction site. Another student, having used the site for a similar purpose, said, I had a good experience, but it took about three weeks for the money to transfer. A majority of those who had used PayPal, however, did not have positive experiences with the service. More than one student used the word sketchy to describe PayPal, not trusting the security of their personal banking information with the site. I only use PayPal when I have to, one student said. Its really obnoxious.

A38

Students associate the following words with pop:

Students associate the following words with money:

While conducting three separate focus groups, none of the 20 participants had ever heard of Popmoney before the announcement of its involvement in the 2014 Bateman Case Study Competition. After hearing a brief description* of the service, a majority of the students said they would be willing to try Popmoney, but they would need more information and research to confirm that it is a secure, reputable service. The following are comments from students when asked if they would consider using Popmoney: I dont know. Id need more information. If my banker endorsed it, Id definitely use it, though. I dont know. I dont really have a use for it. [Popmoney is] better off not trying to brand itself and letting the banks that offer it do the work. Id probably try it out with a small amount first to see how it works. Its so low key. I dont have enough information to confirm that its safe. *The following is a brief description read to the students who participated in the focus groups to help further their understanding and awareness of Popmoney. Popmoney is a service that allows users to securely send, request, and receive money from just about anyone, even if he or she doesnt belong to the same bank as you. This transaction occurs online or through a mobile application.

A39

After hearing the brief description, students asked: Is there a service fee? Is there a limit? Does it transfer right to other accounts? Do I need to know routing numbers? What problems has Popmoney run into before? Does it work anywhere in the world? Who is charged with the service fee? How does Popmoney not need personal information? How is the personal information secure? A majority of students who participated in the focus groups did not believe their parents would use Popmoney. The reason given most frequently was that their parents were not tech-savvy enough to use a mobile application or go online for the service. Most of the students parents complete all their banking in person and, their children say, would be skeptical of any service in which they werent interacting with people face to face. The Bateman Gold Team posed this question to its focus groups: What would convince you to attend an event on campus? Students offered the following suggestions: Free food Flashperks or extra credit Free music or concerts Free games Free movies Interaction with dogs Interesting and attention-grabbing promotion (such as well-designed signage or flash mobs) Students in the focus group also said they enjoyed the unique events offered by Kent States Recreational Services such as the Minute To Win It competition and Outlast the Outbreak, a zombie apocalypse survival training event. They also expressed interest in a snowball fight or an open ice skating night, showing that students enjoy events where they can be physically active. Students in the focus groups expressed their aversion to events hosted in residence halls. They said they might even think less of an organization for presenting in the dorms. You couldnt make me go to a residence hall event, one student said. Theyre so lame. Dont associate it with the dorms at all.

A40

Focus group participants were asked to create their own hypothetical promotional event at a Kent State mens basketball game. Each of the three focus groups said it would set up an information booth with an interactive game where students have the opportunity to win prizes. The focus groups recommended that the game be something simple, quick, and easy to win, making the participant feel good about himself if he won but not too disappointed or embarrassed if he didnt win. The games they suggested were a spinning wheel for prizes, plinko and a small basketball-shooting contest. A majority of focus group participants recommended three main giveaway prizes that would convince them to play a game: food, t-shirts, and gift cards. The Bateman Gold Teams third focus group recommended attaching a small flyer or card to each prize given out. Id definitely hang onto something small and look at it while Im waiting for the game to start, one student said. I have nothing better to do at that time anyway. Just make sure its small enough that I dont have to fold it to fit in my pocket. The same group was adamant that pens would be an ineffective giveaway because students rarely look at the logos on them. However, if the pen stopped working, the student using it might begin to feel negatively about the organization whose logo is on the damaged pen. The groups participants said they would not visit a booth giving away pens at a basketball game. Students also showed interest in a booth including a photo opportunity with Kent States mascot, a booth playing music, and a booth with well-designed posters or flyers at a basketball game. Focus group participants said they rarely look at signage on billboards on campus. I only look at those [billboards] when Im early for class and I literally have nothing else to do, one student said. Flyers students pay attention to meet the following criteria: Printed on paper larger than 8 x 11 Not printed on orange paper Designed with minimal text Stand alone (not on bulletin board or surrounded by other flyers) Local businesses and on-campus organizations often stand outside of the MACC, handing out flyers to students as they pass by on their way to and from class. Focus group participants said they extremely dislike this practice because it made them feel uncomfortable and, if handed a flyer, would throw it away immediately in the nearest trash can. The participants offered creative alternatives to handing out flyers in front of the MACC.

A41

Instead of bombarding students with flyers and making them uncomfortable, students said an organization could hand out stickers or tattoos, allowing students to either take one or pass them by. In addition to the optional handout, a clever and humorous sign should be posted on all nearby trash cans saying, Please do not throw away (organizations name)s flyer. Students who participated in the focus groups said that their number one source of Kent State news is their friends, either by word of mouth or social media. The student intranet, Flashline, offers a dynamic landing page that includes campus news relevant to the students. Those who participated in the focus groups said Flashline was also a good place to reach them with news about events on campus. Additionally, students receive Kent State news through the student newspaper (Daily Kent Stater) and its online counterpart (KentWired.com), e-blasts, and chalking on campus. The students recommend that organizations avoid using Flash Alerts, Kent States text messaging alert system, for promotion because messages are annoying and often deleted without being read. Intercept Interview Questions Have you heard of Popmoney? If yes, have you ever used it? Online Survey Questions 1. Where do you do a majority of your banking? Online Smartphone In person 2. To what degree do you trust advice from your banker? Trust completely Somewhat trust Do not trust 3. Would you use a money transferring service partnered with your bank if your banker suggested it? Definitely not Id consider it 100 percent yes 4. What person-to-person money transactions do you make (paying rent, borrowing money from parents, etc.)? 5. How do you make those person-to-person transactions? Cash Check Online transaction Other money transferring service

A42

6. How do you get money from your parents? Cash Check Online transaction Other money transferring service I do not receive money from my parents 7. Do you patronize the same bank as your parents? Yes No Not sure One or more account is the same 8. Where do you bank? Huntington PNC Fifth Third Bank Chase Bank of America Other (please specify) 9. Have you heard of Popmoney? Yes, and Ive used it Yes, but I dont use it No, Ive never heard of it 10. For those of you dont know about Popmoney, it is a service that allows users to securely send, request and receive money from virtually anyone, even if he or she doesnt belong to the same bank as you. This transaction occurs online or through a mobile application. Would you consider using this service? Yes No

A43

Focus Group Questions 1. What is your favorite thing to spend money on? 2. Do you do a majority of your banking online, through your smartphone, or in person? Why? 3. Do you trust advice from your bank or bank teller? Why or why not? 4. How likely would you be to use a money-transferring service partnered with your bank if your banker suggested it? 5. What person-to-person money transactions do you make? 6. How do you make those transactions? 7. Have you ever used BillPay or PayPal? What did you like and dislike about it? 8. If you live off campus, how do you pay your rent? 9. How do you get money from your parents? 10. Do you patronize the same bank as your parents? 11. Where do you bank? 12. What do you think of when you hear the word pop? List as many words or phrases relating to the word pop as you can in one minute. 13. What do you think of when you hear the word money? List as many words or phrases relating to the word money as you can in one minute. 14. Have you heard of PopMoney? 15. What do you think of when you hear PopMoney? 16. The Popmoney personal payment service allows users to securely send, request, and receive money from virtually anyone, even if he or she doesnt patronize the same bank as you. This transaction occurs online or through a mobile application. Would you consider using this service? Why or why not? 17. Do you think your parents would use this service? Why or why not? 18. Pretend you are trying to advertise a club at a Kent State basketball game. How would you get people to notice you? 19. Wed like to set up a booth at a basketball game. If you were at that basketball game, what would make you stop by the table? 20. Have you ever been to a Late Night Skate at the Kent State Ice Arena? 21. How do you get your Kent State news? 22. How much attention do you give to the flyers hanging up in residence halls and other buildings on campus? 23. What do you think about people who hand out flyers in front of the MACC?

A44

Contest Rules

Basketball-shooting Contest

Kent State University students who participate in the P(L)AY UP shooting contest at select basketball games are eligible to win a gift card to a local business. Contest participants who make one of two shots into a Little Tikes basketball hoop are entered to win a $20 Daves Cosmic Subs gift card February 12, a $20 Rise and Shine Caf gift card February 19, and a $10 Five Guys Burgers and Fries gift card February 22. There will be one winner per game and each winner will be notified by March 10. This contest is being managed and operated by the Kent State University Bateman Gold Team and will be used as part of the teams entry into the 2014 PRSSA Bateman Competition. It is not in any way affiliated with Popmoney with Fiserv, Inc. or its affiliates, CheckFreePay Corporation and CheckFreePay Corporation of New York. By choosing to submit any materials or other content in connection with the contest, you represent that: (i) you are the sole and executive owner of the content; (ii) the content does not infringe upon the rights of anyone else; (iii) you have received consent from anyone whose name, image, property, or any other identifying characteristic appears in the content; and (iv) you are the authorized account holder of the email address associated with the entry. You agree not to include in your content any material which (1) violates or infringes anothers privacy, publicity or intellectual property rights; (2) uses product brand names or trademarks, or other copyrighted material; (3) contains false, unsubstantiated or defamatory statements or claims about the Popmoney personal payment service or sponsor; (4) promotes discrimination, is violent, hateful, slanderous, obscene, racist, disparaging, illegal, or otherwise inappropriate; or (5) is intended to harass, embarrass, bully, provoke, or solicit the nomination of any other person.

A45

Corn-hole Toss

When Kent State University students participate in the corn hole toss at Late Night Skate events, they are entered to win one of the following prizes: $10 gift card to Bar 145, $10 gift card to Bar 145, $15 gift card to Wild Goats Caf, $10 gift card to Fresco Mexican Grill & Salsa Bar, and $15 gift card Wild Goats Caf. Only Kent State students are eligible to participate in the corn hole contest and win one of the listed prizes. Students will receive three chances to get one beanbag in the corn hole board. If a student makes one of the bags into the hole, a member of the Bateman Gold Team will mark them down to be entered to win that nights gift card. The corn hole contest winners will be notified via email the following day and will be required to pick up their prize during a selected time. The February 5 and February 12 corn hole contest winners will each receive a $10 gift card to Bar 145. The February 19 corn hole contest winner will receive a $15 gift card to Wild Goats Caf. The February 21 corn hole contest winner will receive a $10 gift card to Fresco Mexican Grill and Salsa Bar. The February 26 corn hole contest winner will receive a $15 gift card to Wild Goats Caf. This contest is being managed and operated by the Kent State University Bateman Gold Team and will be used as part of the teams entry into the 2014 PRSSA Bateman Competition. It is not in any way affiliated with Popmoney with Fiserv, Inc. or its affiliates, CheckFreePay Corporation and CheckFreePay Corporation of New York. By choosing to submit any materials or other content in connection with the contest, you represent that: (i) you are the sole and executive owner of the content; (ii) the content does not infringe upon the rights of anyone else; (iii) you have received consent from anyone whose name, image, property, or any other identifying characteristic appears in the content; and (iv) you are the authorized account holder of the email address associated with the entry. You agree not to include in your content any material which (1) violates or infringes anothers privacy, publicity or intellectual property rights; (2) uses product brand names or trademarks, or other copyrighted material; (3) contains false, unsubstantiated or defamatory statements or claims about the Popmoney personal payment service or sponsor; (4) promotes discrimination, is violent, hateful, slanderous, obscene, racist, disparaging, illegal, or otherwise inappropriate; or (5) is intended to harass, embarrass, bully, provoke, or solicit the nomination of any other person.

A46

Dance-off Competition

Kent State University students who participate in the Late Night Skate dance-off competitions are eligible to win a variety of gift cards from local businesses throughout the month of February 2014. An unlimited amount of skaters may enter the dance-off and no written submission is required. Four dance-off contests will occur in February, one for every Wednesday of the month. There will be three winners per contest, determined by the Bateman Gold Team based on entertainment value and overall effort. The winners will receive the following prizes: February 5: first place - $5 Belleria Pizza and Italian Restaurant gift card; second place - Kent State Ice Arena free skate; third place - Kent State Ice Arena free skate February 12: first place - $10 Five Guys Burgers and Fries gift card; second place - Chipotle Mexican Grill coupon; third place - Chipotle Mexican Grill coupon February 19: first place - $5 Belleria Pizza and Italian Restaurant gift card; second place - Kent State Ice Arena free skate; third place - Chipotle Mexican Grill coupon February 26: first place - $5 Belleria Pizza and Italian Restaurant gift card; second place - Kent State Ice Arena free skate; third place - Chipotle Mexican Grill coupon Prizes will be awarded to every winner immediately following the contest (three winners per Late Night Skate). The total value of all prizes given is $59. This contest is being managed and operated by the Kent State University Bateman Gold Team and will be used as part of the teams entry into the 2014 PRSSA Bateman Competition. It is not in any way affiliated with Popmoney with Fiserv, Inc. or its affiliates, CheckFreePay Corporation and CheckFreePay Corporation of New York.

A47

Pizza-eating Contest

Up to ten Kent State University students at the Late Night Skate February 19 are eligible to participate in the P(L)AY UP pizza-eating contest. The winner of the contest is the student who eats two pieces of pizza in the shortest amount of time. The winner will receive a $5 gift card to Popped! at the conclusion of the contest. This contest is being managed and operated by the Kent State University Bateman Gold Team and will be used as part of the teams entry into the 2014 PRSSA Bateman Competition. It is not in any way affiliated with Popmoney with Fiserv, Inc. or its affiliates, CheckFreePay Corporation and CheckFreePay Corporation of New York.

A48

Dodgeball Tournament

Contest Rules Kent State University students who participate in the P(L)AY UP dodgeball tournament are eligible to win a $10 Paninis Bar and Grill gift card. Participants may either register as an independent or register a team with a maximum of 10 players. Registration occurs at the event or before the tournament via email at playup14@gmail.com. The contest is Friday, February 28, and prizes will be awarded to every player on the winning team of the tournament (up to ten players). There is potential for $100 worth of Paninis Bar and Grill gift cards to be distributed. Contest winners will accept the gift cards at the conclusion of the tournament. This contest is being managed and operated by the Kent State University Bateman Gold Team and will be used as part of the teams entry into the 2014 PRSSA Bateman Competition. It is not in any way affiliated with Popmoney with Fiserv, Inc. or its affiliates, CheckFreePay Corporation and CheckFreePay Corporation of New York. By choosing to submit any materials or other content in connection with the contest, you represent that: (i) you are the sole and executive owner of the content; (ii) the content does not infringe upon the rights of anyone else; (iii) you have received consent from anyone whose name, image, property, or any other identifying characteristic appears in the content; and (iv) you are the authorized account holder of the email address associated with the entry. You agree not to include in your content any material which (1) violates or infringes anothers privacy, publicity or intellectual property rights; (2) uses product brand names or trademarks, or other copyrighted material; (3) contains false, unsubstantiated or defamatory statements or claims about the Popmoney personal payment service or sponsor; (4) promotes discrimination, is violent, hateful, slanderous, obscene, racist, disparaging, illegal, or otherwise inappropriate; or (5) is intended to harass, embarrass, bully, provoke, or solicit the nomination of any other person.

A49

Dodgeball Rules 1. Each team will consist of up to ten players. If a team has too many players, it will be asked to reduce its size or face disqualification. 2. Play begins with all players behind their teams endline. During the rush, the initial retrieval of ball from the centerline, players may gather as many or little balls as they wish. 3. The winning team is the team that eliminates all opposing players by getting them out. This is done by either hitting an opposing player with a live ball* below the shoulders or catching a live ball thrown by your opponent before it touches the ground. 4. Players may block an opponents throw by using another ball. However, if the blocking ball is dropped, that player is out. 5. Crossing over the neutral zone will result in an out. 6. A player that was out may reenter play if another member of his or her team catches an opponents throw. 7. Two Pop Back In passes are awarded for every five players that sign up for a Popmoney account. These passes may be used during any game of the tournament. A team is not allowed to give its passes to another team after tournament elimination. *A ball that has been thrown and has not touched anything, including the floor or another ball, player or official

A50

Awareness Survey Contest

When Kent State University students take the P(L)AY UP awareness survey and submit their email address, they are entered to win one gift basket including: $20 Rays Place gift card, Rays Place t-shirt (valued at $14), $15 Main Street Continental Grill gift card, $10 Ashbys gift card, a voucher for a free sub from Jimmy Johns Gourmet Sandwiches, and a $10 Paninis Bar and Grill gift card. The gift basket is valued at $75. Only Kent State students are eligible to participate in the survey and win the P(L)AY UP gift basket. Students must submit their entries by Friday, March 7, 11:59 p.m. Students may only submit the survey and their emails once. The winner will be selected and notified via email by Monday, March 10. This contest is being managed and operated by the Kent State University Bateman Gold Team and will be used as part of the teams entry into the 2014 PRSSA Bateman Competition. It is not in any way affiliated with Popmoney with Fiserv, Inc. or its affiliates, CheckFreePay Corporation and CheckFreePay Corporation of New York. By choosing to submit any materials or other content in connection with the contest, you represent that: (i) you are the sole and executive owner of the content; (ii) the content does not infringe upon the rights of anyone else; (iii) you have received consent from anyone whose name, image, property, or any other identifying characteristic appears in the content; and (iv) you are the authorized account holder of the email address associated with the entry. You agree not to include in your content any material which (1) violates or infringes anothers privacy, publicity or intellectual property rights; (2) uses product brand names or trademarks, or other copyrighted material; (3) contains false, unsubstantiated or defamatory statements or claims about the Popmoney personal payment service or sponsor; (4) promotes discrimination, is violent, hateful, slanderous, obscene, racist, disparaging, illegal, or otherwise inappropriate; or (5) is intended to harass, embarrass, bully, provoke, or solicit the nomination of any other person.

A51

Popmoney Sign-up Contest

Kent State University students who sign up for Popmoney at P(L)AY UP campaign events and submit their email address are entered to win one gift basket including: one week of free yoga at One Love Yoga valued at $27.50, a Market Path coffee bag valued at $9.79, a Rush Hair Salon basket valued at $135, a UniversiTees t-shirt valued at $10, and P(L)AY UP lollipops. The gift basket is valued at $182.29. Only Kent State students are eligible to participate in the survey and win the P(L)AY UP gift basket. Students may only sign up one time. The winner will be selected and notified via email by Monday, March 15. This contest is being managed and operated by the Kent State University Bateman Gold Team and will be used as part of the teams entry into the 2014 PRSSA Bateman Competition. It is not in any way affiliated with Popmoney with Fiserv, Inc. or its affiliates, CheckFreePay Corporation and CheckFreePay Corporation of New York. By choosing to submit any materials or other content in connection with the contest, you represent that: (i) you are the sole and executive owner of the content; (ii) the content does not infringe upon the rights of anyone else; (iii) you have received consent from anyone whose name, image, property, or any other identifying characteristic appears in the content; and (iv) you are the authorized account holder of the email address associated with the entry. You agree not to include in your content any material which (1) violates or infringes anothers privacy, publicity or intellectual property rights; (2) uses product brand names or trademarks, or other copyrighted material; (3) contains false, unsubstantiated or defamatory statements or claims about the Popmoney personal payment service or sponsor; (4) promotes discrimination, is violent, hateful, slanderous, obscene, racist, disparaging, illegal, or otherwise inappropriate; or (5) is intended to harass, embarrass, bully, provoke, or solicit the nomination of any other person.

A52

Banker Survey Contest Rules

When Fifth Third Bank employees at the Kent branch take the P(L)AY UP survey and submit their email address, they are entered to win a $10 gift card to Fresco Mexican Grill & Salsa Bar. Only those employed at the Kent branch of Fifth Third Bank are eligible to participate in the survey and win the gift card. Employees must submit their entries by Saturday, March 15, 11:59 p.m. Employees may only submit the survey and their email once. The winner will be notified via email by Monday, March 17. This contest is being managed and operated by the Kent State University Bateman Gold Team and will be used as part of the teams entry into the 2014 PRSSA Bateman Competition. It is not in any way affiliated with Popmoney with Fiserv, Inc. or its affiliates, CheckFreePay Corporation and CheckFreePay Corporation of New York. By choosing to submit any materials or other content in connection with the contest, you represent that: (i) you are the sole and executive owner of the content; (ii) the content does not infringe upon the rights of anyone else; (iii) you have received consent from anyone whose name, image, property, or any other identifying characteristic appears in the content; and (iv) you are the authorized account holder of the email address associated with the entry. You agree not to include in your content any material which (1) violates or infringes anothers privacy, publicity or intellectual property rights; (2) uses product brand names or trademarks, or other copyrighted material; (3) contains false, unsubstantiated or defamatory statements or claims about the Popmoney personal payment service or sponsor; (4) promotes discrimination, is violent, hateful, slanderous, obscene, racist, disparaging, illegal, or otherwise inappropriate; or (5) is intended to harass, embarrass, bully, provoke, or solicit the nomination of any other person.

A53