RESEARCH
o Average undergraduate student owns
4.6 credit cards with $3,173 balance
o Average graduate loan and credit debt for : + $25K
o Studies prove financial literacy improves credit
responsibility
o 84% of students want to improve financial literacy
(Jassim & Taylor, 2010; Ludlum et al., 2012; Maltzman, R. 2009; Robb & James, 2010; Sallie Mae, 2009; Willis, 2011)
TARGET PUBLIC: COLLEGE STUDENTS
§ “Generation Y” or “Millennial” generation
§ 17 million currently enrolled in a college or
university
§ Place greater emphasis on being
financially successful than older U.S.
adults
§ High users and early adapters of
technology
o 70% own smartphones
o 88% own laptops
o 56% own video game systems
(Comscore, 2010; Emarketer, 2012; Pew Research Center, 2010; Pew Research Center, 2011; U.S Census, 2011)
MEDIA USE
§  Television:
o 18-24 year-olds watch 22.5 hours/week
o Twice as likely to watch TV online compared to other
adults
§  Radio:
o 93% of 18-25 year-olds listen to radio 12+ times/
week
o Most popular formats: Pop Hit Radio, Rhythmic
Contemporary, Country
o 57% of 18-25 year-olds listen to online radio stations
(Arbitron Inc., 2011; NDP Group Inc., 2009; Nielsen, 2012; Scarborough Research, 2012)
MEDIA USE (CONT.)
§ Magazines:
o 96% of 18-25 year-olds read at least
one magazine each month
o 41 minutes per issue, 7.9
magazines per month
§ Social Media:
o 96% of all college students have a
Facebook page
o 18-25 year-olds spend an average 82
minutes on Facebook every day
(“The Association of Magazines,” 2012; Hemrant et al., 2012; Education Database Online, 2012)
MEDIA USE (CONT.)
§ Newspapers:
o 52% of Americans 18-34
read a daily newspaper once
a week
§ Campus newspapers
o 62% of college students read
campus-published
newspapers monthly
o Campus newspapers mostread print news
(Alloy Media and Marketing, 2008; Scarborough Research, 2012)
MESSAGE STRATEGY
A.  Encourage saving
o College students respond better to savings-themed messages
than debt-themed messages
B.  Avoid emphasis of consequences
o Fear-themed messages prone to rejection by college students
C.  Brief, conversational copy
o College generation reads less ad copy than older generations
D.  Incorporate technology
o College generation responds positively to digital advertisements
(Comscore, 2012; De’Armond, 2010; Wolburg, 2006)
ADVERTISEMENT THEME
§ Slogan:
o “Tame Your Credit”
§ Visuals:
o Lion—Represents students’
“untamed” credit
o Blue color scheme—associated with
comfort, security
§ Logo
o Same logo as PR campaign—
Continuity
(Cheng & Kao, 2011; Kaya & Epps, 2004)
OBJECTIVES
1.  Increase college student awareness about student
debt by 20%
2.  Attain more than two million media impressions to
college students about personal credit debt.
3.  Motivate one million college students to participate
in Facebook promotional game
KEY MESSAGES
1.  Maintaining a healthy credit score enhances job
prospects and future borrowing ability
2.  Credit card debt is a concern among college
students nationwide and will become a bigger
problem as the costs of education increase.
3.  For college students, maintaining a good credit
score is just as important as a good GPA
TACTIC 1: MAGAZINE ADVERTISEMENT
§ Media Placement:
o Cosmopolitan—3,007,000 college student readers
o Game Informer—
•  Most-read magazine by males 18-34
•  56% of target audience owns video game system
o ESPN: The Magazine—47% of audience between 18 & 24
§ Schedule:
o Monthly rotation between 3 magazines Feb—Dec 2013
§ QR Code:
o Scan-able code links readers to Facebook contest
(ESPN Internet Ventures, 2012; Game Informer Magazine, 2012; Hearst Corporation, 2012; Scarborough Research, 2012)
TACTIC 2: NEWSPAPER INSERT CARD
§ Summary:
o Campaign slogan, lion theme, logo
o Short body, key message 2, call to action
o QR Code
§ Media Placement:
o National Daily Newspapers
•  USA TODAY—3.2 million readers
•  The New York Times—4.6 million readers
•  The LA Times— 2.2 million readers
(Alloy Media and Marketing, 2008; Gannet, 2012; Los Angeles Times,” 2012; “The New York,” 2012)
TACTIC 3: OUT-OF-HOME ADVERTISING
§  Summary:
o  Campaign slogan, lion theme, logo
o  Short body, key message #1, Call-to-action
o  QR Code
§  Media Placement:
o  Cities:
•  87% of U.S. college students commute to class
•  17.9% of all college students attend school in 5 largest
-  New York City: 1.3 million students
-  Los Angeles: 1.1 million
-  Chicago: 670,000
§  Forms:
o  Bus shelters, telephone kiosks, bus interiors
§  Schedule:
o  Ads placed in cities throughout Fall semester 2013
(Florida, 2012; Tunison, 2004)
!"#$%&'%()*#+%,-(,#./#01-234253&6#!"768-(96&6*-#
!
!
!
!
OUT-OF-HOME AD PLACEMENT
OUT-OF-HOME AD PLACEMENT
TACTIC 4: SOCIAL MEDIA GAME
§ Game:
o Chance to win full tuition by submitting Top-5 ways to “Tame
Your Credit’”
o One winner each month
§ Why?
o Most Facebook users feel invaded by advertisements
o Students respond well to promotions on social media
§ Schedule:
o February—December 2013
(Hermant et al., 2012)
TACTIC 5: TELEVISION ADVERTISEMENT
§  Summary:
o  College student shopping with maxed-out credit card gets “Tamed” by the lion
o  Ad includes lion theme, campaign slogan & logo
§  Media Placement:
o  Super Bowl
•  Launch of campaign
•  166.7 million viewers in 2012
•  Less than ½ of Millennials watch Super Bowl to view football
o  Primetime hours (7:00—11:00pm) on FOX, ABC, and CBS
•  (Watched by ~50% of audience during primetime hours)
-  2X per week Feb – December 2013
-  4X per week during Nielsen “Sweeps” periods April 25—May 22; June 27—July
24
o  Network websites
•  Feb—December
•  Reach online viewers
(Lightspeed Online Research, 2012;Nielsen, 2012b;“Ratings record for”, 2012; Scarborough Research, 2012)
TELEVISION ADVERTISEMENT
Link to Youtube Video
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