Capital One 360 Plans Book

Capital One 360

Matt Kane, Rebecca Fluhr, Danielle Brizel, Ana Lorena Ramos Stanziola, Melanie Katz, Yao Qin

Table of Contents Executive Summary........................................................2 Situation Analysis.......................................................3-7 Problems and Opportunities.........................................8 Target Audience & Profiles and Personas................9-10 Research..................................................................11-12

Overview & Objectives....................................11

Key Insights.....................................................12 Strategy: Big Idea........................................................13 Mobile........................................................14-15 Inbound.....................................................16-17 Advertising................................................18-19

Social Media..............................................20-21

Sales & Promotions.......................................22 PR...................................................................23 Partnerships...................................................24

Promotions & Deals......................................25

Direct Marketing...........................................26 Budget.........................................................................27 Campaign Evaluation.................................................28 Appendix.....................................................................29

Executive Summary

Wake up, shower, go to class or work, eat, come home, stay up watching Netflix or doing more work, sleep.

Sounds a little monotonous, right? The truth is that this is the average day of most Millenials, especially those among the 18-30 demographic. This is a stressful period where the members of this demographic transition from being students to working professionals, and they face many challenges along the way. So what’s stopping them from breaking the regiment of real life? The answer is simple: money.

Whether it’s a lack of money or not knowing how to spend it, financial issues affect nearly all Millenials.

These consumers view banks and other financial institutions as confusing and distrustful, which only adds to their money struggles. Capital One has the opportunity to be the solution to these problems.

Over the past few months, our team has conducted extensive research in order to understand how Capital One can form lasting relationships with members of this demographic in order to secure them as customers.

This is an objective that Capital One is already trying to meet with its 360 Cafe, but the messaging behind the cafes is weak. Consumers are struggling to see the connection between the cafes and Capital One as a financial institution.

If Capital One wants to be known among this demographic as a strong brand and bank, they need to go beyond serving coffee. They need to position themselves as a means for Millenials to achieve both their financial and personal goals. Through our research, we discovered that millenials want to live a happy, fulfilling lifestyle, and to be the best version of themselves that they can be. Our team has developed an integrated marketing campaign that will help this generation achieve its goals, while establishing Capital One as an integral part of that journey.

Each execution of this campaign - from our 360 Lifestyle app to our 360 For Life blog - will provide the tools that Millenials need to succeed. As they transition from taking classes to taking job offers, Capital One will be there every step of the way and enable them to be who they’ve always wanted to be.

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Situation Analysis Competitive Analysis

American Express Key Benefit: the world’s largest card issuer by purchase volume Position Relative to Competition: online banking, dedicated to serving customers 24/7 around the world Messages/ Media Strategies: “Make Life Rewarding” television and print advertisements, social media, direct mail Strengths: geographically diverse business, global market leader; loyalty programs for customers; easy to use, well-known for its credit card, charge card, and traveler’s cheque businesses Weaknesses: lacking in debit card services at the point-of-sale Product Portfolio: American Express provides charge and credit payment card products and travel-related services to consumers and businesses.

Bank of America Key Benefit: largest bank holding company in the United States Position Relative to Competition: Bank of America has a financial management program called “Better Money Habits” Messages/ Media Strategies: Helping people understand their money and how to build “Better Money Habits” through direct mail social media, print and television Strengths: strong brand name; largest bank in American market Weaknesses: lawsuit and litigation; overdependence on the US Product Portfolios: The company serves individual consumers, small and middle market businesses, corporations and governments with a range of banking, investing, asset management and other financial and risk management products and services.

Discover Financial Services Key Benefits: Great rates, free features to help consumers build their savings Position Relative to Competition: online savings accounts, 24/7 customer service Messages/ Media Strategies: “build your savings, plan your retirement”; social media, direct mail, print and television Strengths: large network, good credit quality, stable card member base Weaknesses: much smaller than Visa and MasterCard; lower spending per card than peers.

Product Portfolio: credit cards, online saving services, loans, gift cards

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Situation Analysis Market Analysis

Current Size of Market: As the FDIC reported, there were 5,876 nationally chartered commercial banks in the United States at the end of 2013.

Those banks had more than 1.925 million employees and held $13.67 trillion in assets. Industry net income totaled $154.7 billion, a 9.6 percent increase over the 2012 total..

Projected Growth/ Decline of Market: According to a survey by the Federal Reserve found, increasing numbers of adults were using their smartphones and tablet applications for mobile banking, with double-digit rates of annual increase in the early 2010s. More mobile phone and mobile Internet users were also paying their bills through those devices. Another research by the Pew Research Center shows that by the middle of 2013, 51 percent of U.S. adults were banking online, with 32 percent banking through their cell phones.

Potential Profitability of Market: According to the Consumers and Mobile Financial Services 2014 report by DCCA, individuals in the 18-39 demographic comprised 39 percent of mobile banking users. The adoption of mobile banking has continued to increase in 2013. Just over 33 percent of mobile phone users in the survey reported that they used mobile banking in the past 12 months. This is an increase from the nearly 28 percent of mobile phone users who indicated that they used mobile banking in the 2012 survey, and 21 percent in the 2011 survey. Use of mobile banking is substantially higher for smartphone users at 51 percent, up from 48 percent in the 2012 survey, and 42 percent in the 2011 survey. This suggests that as smartphone adoption continues to increase, mobile banking will increase as well.

Mobile banking adoption rates will continue to increase; an increasing amount of consumers (especially those with a high income) will start to use online-only banks. The research also shows that the increasing percentage of millenials using mobile banking means that they could fuel the majority of profits in the future.

Barriers to Entry: Consumers generally have a low affinity with apps and an even lower desire to spend time on their finances, which could cause potential problems for new banking apps.

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Situation Analysis Internal Analysis

Company & Culture Capital One’s mission •

Capital One is focused on helping customers save money and time.

Capital One’s culture •

They take pride in encouraging their associates to think independently and differently in a collaborative setting. They value creativity among employees, cross communication and diversity.

Capital One’s identity •

Capital One has two key values that employees incorporate in every aspect of the business: Excellence and Do the Right Thing. They are a trustworthy and innovative bank that takes a stance to new banking. They are a customer focused company that is “committed to delivering a convenient experience that meets (their) customers’ high expectations”

Business Portfolio How ambitious is Capital One • They set high expectations for growth and revenue. In Capital One’s annual report, the CEO mentions that their expectations for their annual revenue were $22.5 billion and delivered $22.38 billion. Their stock prices increased strongly from $57.93 in 2013 to $76.61 in 2013. (2013 Capital One Annual Report).

Capital One Risks • The Capital One 360 Cafes are a prime example of a risk that management took to make changes in the banking industry and take innovative steps towards the future of banking. They are reinventing their branches from traditional bank branches to hip cafes that work as a collaborative space of banking: “It’s a departure from the traditional banking experience that people have come to know,” states Capital One spokeswoman Amanda Landers.

Business Portfolio • 360 Checking, 360 Savings, Capital One Money, Kids Savings Account, Business Savings Account, IRA, Mortgage • Capital One Top Credit Cards: Venture, Quicksilver, Spark Business Company’s Earnings Growing • Capital One’s earnings have consistently increased over the years. Analysts predict that in the next five years, Capital One expects further growth. This year, analysts predict a 3.91% increase in earnings. (Nasdaq)

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Situation Analysis Internal Analysis

Key Benefits • Journey Student Rewards Credit Card for students with limited or average credit: earn cashback on all purchases, no annual fees free credit tracker, online, next step for a higher line credit card • MONEY Teen Checking Accounts: earn interest, has no fees and offers useful money management tools for teens and their parents.

• For saving rather than spending, Capital One’s Kids Saving Account provides all the same benefits of the adult account, an excellent alternative to the traditional piggy bank.

• no fees or minimums, 38,000 free allpoint ATM’s, ATM app locator, online banking

USP & Brand Image Unique selling point • Capital One 360 café - offers Capital One app, 50% off all Peet’s coffee if you have a Capital One credit card, stress free and friendly banking environment • Staff offers support and guidance. Students can feel safe and are in a nonjudgmental environment where the banker guides you rather than tell you what to do. You are in control.

Brand Image • The brand combines retail and digital channels to create the brand image. The Capital One 360 Café (retail) is a visual representation of the brand through the space, colors, services and employees representing the brand. The digital aspect of the brand is conveyed through their social media platforms, in-store digital platforms, and Capital One app that allows consumers to gain insight about the brand identity.

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Situation Analysis Environmental Analysis

Government

• Government regulations on banks are becoming increasingly more stringent. Banking advertising must fall in line with FDIC regulations

Technology • Online banking has been evolving over the last decade and allows for shorter transactions times, quicker response times. Offerings that were once considered “value added” services are now basic expectations for consumers: this includes interest calculators and credit checking.

• Social media allows for deeper niche targeting through online educational services offered through platforms like YouTube, • “Glocal” banking capabilities: Banking services that are linked up across geographies, yet allow local services on the go. Multi-country, multi-currency, multi-market capabilities are the new in thing in online banking services.

• Dynamic and mobile account monitoring and around-theclock alerts.

• Predictive banking: knowing what bank consumers need and want before they are able to realize it themselves through the use of big data

• Government regulations guiding the banking industry in areas such as lending and mergers have increased with the introduction of the Dodd-Frank Act and Vlocker rule

Strategic Uncertainty

• Millenials are becoming more demanding of banking rescources that are tailored to them. This means that Capital One must adopt technology that caters to the personalization desires of its segments • The presence of many new social networks means that Capital One must begin to create more cohesive messages across each of the networks it is present in. This can only be achieved through consistency in tone of voice across its social media channels.

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Strengths

SWOT

• Has adequate capital to lend as a financial institution • Equity nearly doubled between 2011 and 2012 • Higher capital ratio than the average financial institution.

• High Credit Quality • Skilled at the “test and learn process.” Capital One conducts over 30,000 usability tests a year.

• Offers a wide variety of credit cards and credit services that meet the needs of a wide variety of clients.

• Have high visability in major metropolitan areas through advertising.

• Regularly interacts with local communities around its locations through community events and charitable drives

Opportunities • Continued growth in the banking sector post- recession • Historical stimulus packages which consisted of buying bonds to boost the weak economy.

• Strategic acquisitions for growth and expansion via pre-existing financial institutions.

• As of 2010, only 10% of teens had credit cards, a ripe market relative to other more saturated segments.

• Generation X and Y are largely financially illiterate, providing opportunities for financial education • Large amount of people looking to re-build their credit after the recession.

• Big data as a means of providing more tailored services to customers • Industry moving away from fee-based transactons • Small businesses healthier post-recession and taking out more loans • Millenials want a bank where they feel like they belong

Weaknesses

• Geographic concentration of Capital One banks makes them less accessible in some areas.

• Majority of revenue from domestic sources • Most teenagers who have credit cards do not use them regualrly and typically have balances of $50 or under.

• Percieved fragmentation between the Capital One and Capital One 360 brands.

• Aggregate loss of household income by 18% due to the impacts of the recession.

• High customer complaint rate relative to comparable banks.

Threats

• Banking industry is highly competitive • Low interest rate environment means potentially lower interest rate yields • Dodd-Frank Wall Street Reform limits the amount of opportunites banks have to merge and expand competitively.

• Teens can be a liability hazard for credit card companies, as they are more likely than other demographics to only pay their minimum balance.

• Capital One Cafe is positioned to compete against the likes of stronger coffee companies like Starbucks and Dunkin’ Donuts.

• Potential confusion between Capital One and Capital One 360 could endanger brand equity if it remains unbridged.

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Buyer Personas

Name: College Student Carly Background (career, job, family): • College student enrolled in a two-year institution • Works an average of 2 hours a day, attends classes an average of 3 hours a day and participates in sports and leisure activities an average of 4 hours a day.

Shared Interests and Concerns: • Desire to participate in events and experiences that will shape their personalities.

• Fear of missing out on important experiences because of a lack of money.

• Not enough time or money to maintain a healthy lifestyle

Demographics: • Skews female • 18-21 • Average household income of $60,000, financially depedent on parents • Lives off-campus Identifiers: • More prone to depression and anxiety • Prefers to communicate through text and social media • Prefers in-person meetings at work over communicating through technology Goals: • Build long-term, intimate relationships (wants to feel important) • Debt reduction and financial security • Financial Independence from family one day • Not be in debt when they are coming out of college Challenges: • Has a significant amount of student debt; $13,000 or more owed in student loans • Has no budget and has received no formal education in financial management What we can do: • Offer online financial literacy courses (57% of college students expressed interest in this) which will allow them to use their bank as a springboard to achieving an exciting lifestyle while staying financially responsible.

• Show them the what Capital One offers to help them gain financial independence.

Real Quotes: • “When I go out with my friends, I don’t like to check my bank account until the end of the night. I just want to have good time and not worry about money.”

• “Finances are really complicated, so I have my parents manage my money whenever I can to be sure nothing gets messed up.”

Common Objections: • Inability to save money for the future because of day-today living costs • Intimidated by money management strategies Marketing Messaging: • Through Social Media, TV • Marketing at colleges with pamphlets, posters, etc.

Elevator Pitch: • Show them how Capital One offers easy saving accounts that won’t charge them, creating an easy way to save for their future.

Name: Young Professional Patrice

Name: First Job Felicia Background: • Recently graduated from Emerson College with a degree in Marketing • Recently got a job as a marketing associate Demographics: • Father’s income of $150,000 • Suburban • Female • 22-24 Identifiers: • Prefers email/phone calls • Social media • Stress/anxious Goals • Get on their feet financially • Begin saving • Work their way up Challenges: • Low income • Little career experience • Having more than one job • Paying bills for the first time What can we do: • Help them manage their savings • Show them how to make a budget Real quotes: • “I had to skip buying groceries this week because my bills were due and I couldn’t afford both.”

• “My regular job doesn’t pay enough to support the lifestyle I desire, so I’ve been working side jobs as a means of extra income.”

Common objections: Scared to apply for a credit card Marketing messaging: • Social media and TV Elevator pitch: • Our products give you the ability to manage your money on the go, and we help you create a budget to help you get on your feet financially.

Background: • Working for a few years and already got a promotion.

• Serious person that is looking to move up the corporate ladder.

• Lives alone or with a roommate.

• Income goes to: rent, fashion, latest technology, car and health insurance payments, entertainment, traveling.

Demographics: • Average Income: $70,000 • Educated with a college degree (masters degree) • Female • 25-30 Identifiers: • Prefers email/phone calls • Social media savvy • Not a lot of free time but when she does go out, it’s with work friends to a bar or restaurant. On weekends she goes to a yoga class.

• Shops at Whole Foods or Trader Joes and for clothes goes to Banana Republic or Nordstrom.

Goals: • Start making investments on more expensive purchases (down payment on an apartment or a car) • Looking for a better credit card where she can save (points) such as Visa or a Master Card • Higher position at work and more income to spend • Paying of all student loans from grad school Challenges: • Mid-stage income • Focus on career, have no time to do nothing • Think about buy a personal own house • Have a new car What can we do: • Help them manage their salary • Help them use extra money do some small amount investments Real quotes: • “Now that I have more income than before, I just want to learn how to invest it to make it work for me.”

• “I barely have time because 100% of my attention goes to my career.”

Common objections: • Building a credit line is difficult to do.

Marketing messaging: • Social media, apps, TV Elevator pitch: • “Our bank is a reliable friend to help you manage your investments and help you plan for the next objectives in your life.”

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Research.

Overview:

• Conducted secondary research to further understand the mindsets of Millennials regarding the banking industry

Objectives:

• Determine how the three segment personas interact with and perceive the Capital One brand • Identify pain points of three personas and identify how Capital One 360 can reduce their stress and fear of banking.

• Analyze market trends of the new banking era • Explore emerging technologies and trends in the banking industry.

Secondary Objectives: • Analyzed new banking industry through MRI and Mintel.

• Examined a study by Rufus Leonard creative agency in England who conducted a study on the new era of banking through a 5-day research bainstorm with global Millenial participants.

• Data from industry sources including Forbes, AdWeek, WBUR, Wharton University of Pennsylvania and Nielsen.

• Utilized Hubspot Academy inbound marketing resources.

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Key Insights Based on the following research we have multiple insights on our key target audience: A quick overview of the facts: • “There are 80 million millennials in the U.S., they are early adopters of new digital, social and mobile tools and strive for a healthy lifestyle.” – Forbes • “Young professionals and recent graduates must take control – the culture over supporting young adults must change”

– WBUR • “Millennials regard banking and financial services as overly complex and old-fashioned needing simplification.“

- Rufus Leonard research • “Brand loyalty in banking is very low among this age group —99% claim to be ready to swap banks, and 12% would swap bank brand for a free monthly coffee.”

-Rufus Leonard research • “Millennials are especially concerned about the ethical behavior of the banking and finance industry—1 in 3 18- to 24-year-olds most value sustainability in a bank.”

- Rufus Leonard Research • “Younger bank customers want greater control over their finances with banks more open and inclusive in the decisionmaking processes. “ - Rufus Leonard research These insights led us to our big idea. All these factors and problems are solved through our new app that will take all of these insights into consideration.

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Strategy: The Big Idea

Our big idea revolves around Capital One making something their customers feel they need to use in everyday life: a life balance mobile application called 360 Lifestyle.

This application will help them balance their spending according to their interests. The initial download of the application is free. When you first download the application, you pick your day to day interests, like fitness or travel, give your age, occupation, and place of residence. This creates a profile for you, including clickable icons for your interests where you can see how you’re spending your money in those areas. Capital One members will have an easier time using the app, but non-members can also use the app without the full benefits of it. These benefits include being able to get deals/discounts in your city through Capital One partnerships with companies or venues in the area. The main page includes being able to view your account balance and create a savings plan of your liking. It will also be able to show you how much you’re spending on your interests through a pie chart. The 360 Lifestyle application is what our plan for Capital One 360 revolves around because it encompasses the relationship we want to be creating with the members.

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Mobile.

Mobile.

Why Inbound?

Our campaign was inspired by an inbound marketing philosophy, which states that instead of marketing at consumers, you should let consumers come to you. It has become much harder to use traditional marketing techniques such as commercials and online ads because the average consumer doesn’t pay attention to these techniques - only 23% will read a print ad, and only 7% will read an online ad. There’s an even lower chance that consumers will take action after viewing traditional ads. According to our research, the average click through rate of display ads is 0.1%, even though the average user recieves 1700 display ads a month. You have a higher chance of getting into MIT or being in a plane crash than clicking on a display ad.

In order for our campaign to work, an inbound strategy will need to be woven into everything we do. On one hand, inbound marketing is around 60% cheaper than traditional marketing. On the other hand, nbound techniques will allow us to start conversations around our brand messaging, which will entice consumers into using the 360 Lifestyle App and subsequent Capital One products, rather than us having to advertise to them.

Inbound Components: Blog (360 for Life)

Execution: 360 for Life will be a blog hosted on Capital One’s website that contains educational, fun content themed around demographic interests. For example, a sample post would be “What Game Of Thrones Can Teach Us About Budgeting”. The blog will be heavily promoted and will be made accessible through the app and Capital One’s website.

The majority of posts will be written by Capital One employees.

Objective: help target audience be the best version of themselves by educating them on financial issues in a fun, appealing manner

SEO

Execution: Multiple keywords will be used in all online marketing assets, including the website and blog. Some of these terms include, but aren’t limited to: financial stress, student finance, post-grad finance, student financial education, postgrad financial education, budgeting guide for millenials, credit card guide for millenials, etc.

Objective: optimize blog and other web platforms in order to effectively drive traffic to Capital One’s products

Content Marketing

Execution: Our team would create fun, visual content that educates millenials on financial issues. The example we’ve

included is built around an eBook entitled “Funding Your Adventure”, which would show consumers how to budget around traveling. Each resource would contain a landing page with a form that users would have to fill out before gaining access. The landing pages would come with CTA’s that can be used to promote each resource.

Objective: utilize Capital One’s consumer resources to start conversations around the company’s products (including the app). This content marketing strategy will also allow Capital One to collect user data to improve future marketing campaigns.

Inbound Examples Blog:

Landing Page:

Advertising Print

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Advertising Video

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Social Media

Our research showed that while Capital One is doing well with certain social channels, they have wide room for improvement with others. The social media component of our campaign will create a unique voice for the Capital One brand by increasing both interaction with consumers and the amount of original content posted.

Instagram

The majority of new social media content will come from Instagram, as it’s the fastest growing social network. Our campaign will focus on “Instagraphics� - quick, shortened infographics with financial service information that are optimized for Instagram.

Twitter

Capital One already has a strong Twitter presence, but our campaign will put an increased emphasis on using the service to promote blog posts and other social media content in order to more closely align it with the brand. We will also be introducing the hashtag #360ForLife as a customer service hashtag.

Youtube

Once every two weeks, we will have a video showcasing how customers used Capital One products to help balance their lifestyles. For example - a video showing how someone saved up money for Coachella.

All videos will feature the 360 Lifestyle app.

Facebook

This social media channel is slowly being abandoned by millenials - as a result, it will mainly be used to promote content and answer customer service questions.

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Social Media

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Sales & Promotions

Capital One 360 will have promotions that complement customer lifestyles and help them in whatever stage of their life they are. The app will notify them of these events/promotions based on their needs and interests they provided.

College Students: resume and interview workshop, a class on how to start and maintain a budget, take part in Capital One’s annual volunteer day, “first thursday” event, experts come to speak how to find and apartment and be a responsible tenant what are the challenges of living by yourself for the first time.

Young Professionals: free nutrition class for health enthusiasts, free yoga session, cocktail night drinks under $5 (social event), “first thursday” first thursday of every month 360 cafe can host a event where artist, musicians, comedians can come to perform and show their work, Professionals: “save day” plan a session on how to start saving or investing: buying your first car, house, etc. “family day” take your child for an information session on the basics of finance, travel guide - have a travel blogger speak about the top five places to visit and how to save money.

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Public Relations The Reach of PR:

According to a recent study by the PewResearch, half of all Americans primarily recieve their news online.

This means that while traditional PR typically targets broadcast news sources, Capital One must target Millenials where they consume the majority of their information: online.

Our PR campaign will create relationships with media professionals at top-ranking online news sites. We will harness the influence of these reporters and editors to establish credibility and “likability” amongst Capital One’s Millenial target segments.

Monthly circulation of top news sources by segment: College Students & First Jobbers Buzzfeed: 11,612,442

On-Their-Ways

Slate: 2,693,420

USA Today:

Online: 3,803,249

Print: 2,862, 229 (daily)

Wired:

Online: 1,577, 218

Print: 917,580

Wall Street Journal

Online: 6,900,000

Print: 2,378,827 (daily)

All Segments:

PR Approaches to Target Reporters

Colbert Report: 1.1 million viewers

PR syndicate services: PR Web

Daily Show: 2.02 million viewers

Inbound leads through relationships at the PR agency

New York Times:

Online: 28 million

Print: 1,865, 315 (daily)

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Outbound leads achieved through oureach to journalists personally or by request (I.E. Help A Reporter Out)

Partnerships.

College Students

Groupon Discount

Discounted Event Tickets

Restaurant Discount

First Jobbers

Massages

Uber Discount

Gilt Groupe

On-Their-Ways

Discounted Cooking Class

Gym Memberships

Partner Dance Classes

Promotions & Deals Capital One 360 will have promotions that complement customer lifestyles and help them in whichever stage of their life they are in. The app will notify them of these events/promotions based on their needs and interests they provided.

College Students: • Resume and interview workshop • A class on how to start and maintain a budget • Take part in Capital One’s annual volunteer day • “First Thursday” event - experts come in to speak about how to find an apartment, be a responsible tenant , and what challenges come from living by yourself for the first time.

Young Professionals • Free nutrition class for health enthusiasts • Free yoga session • Cocktail night drinks under $5 (social event) • “First Thursday” event - 360 cafe hosts an event where artists, musicians, and comedians can come to perform and show their work

Professionals: • “Save the day” - sessions on how to start saving or investing for buying your first car, house, etc.

• “Family day” - take your child for an information session on the basics of finance • Travel guide - have a travel blogger speak about the top five places to visit and how to save money.

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Direct Marketing.

Direct Marketing

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Budget

EXPENSES: Promotions: -Events (in the cafÊ) $500 (food, drinks for around 100 people) -Artists depending on their fame: $1,000 - $400,000 Public Relations: Use of PRWeb: $249 per. press release (One press release a month is $2,988) Inbound: -Display Ads – Cost per click, set your own bids or choose automatic CPC bidding, where you let Google technology find you the most clicks possible within your budget. ($0.01) x 1,000 = $10 -Commercials (Hulu) $30 CPM (CPM is the cost per 1,000 impressions. For example, a $1 CPM means $1 for 1000 ad views.

For the purpose of ad serving, it is the cost to serve 1,000 ad impressions. You can compare our rates with other ad management solutions.)

Advertising: -Radio $6,000 - $8,000 (20 commercials, during desired times of day) -Broadcast television - $110,000 (30 second commercial) -Facebook $8,400 -Print Ad for one full page in color: $2,950 Production: 360 Lifestyle App: $52, 800

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Campaign Evaluation At the end of the day, Capital One deeply values the relationships it has established with the Millennial demographic. One common thread among the members of this demographic is that the majority feel that their current lifestyle doesn’t suit their needs or wants. We want to listen to their concerns, and as a result, we will be examining the effectiveness of each campaign tactic to meet this objective of helping Millennials be who they’ve always wanted to be.

We have determined that out of 57.18 million Millenials aged 18-30, over 55% (31.449 million) aren’t satisfied with their financial state. During the evaluation process, the results should show that campaign objectives were met in the following ways: Innovators/Early Adopters: Percentage of demographic: 16% - 5 million consumers Goal: Reach 80% of target - 4 million consumers Early Majority: Percentage of demographic: 34% - 10.69 million consumers Goal: Reach 70% of target - 7.484 million consumers Late Majority: Percentage of demographic: 34% - 10.69 million consumers Goal: Reach 60% of target - 6.415 million consumers Grand Total: 17.925 Million consumers We will be measuring the progress of the 360 Lifestyle Campaign in a variety of areas such as: Brand Awareness and Recognition Inbound and Traditional Impressions Interaction with Brand and Products Opening of Capital One Accounts These aspects of the campaign will be measured before, during, and after the execution of each campaign tactic to measure what aspects are working and which aspects need to be improved upon. Some of the measurement tools we will be using include: Analytics software to look at metrics such as blog reach, number of clicks on ads, number of visits to Capital One website, etc.

Surveys and reviews to determine app sentiment and make sure it’s intuitive and easy to use Spreadsheets to keep track of media coverage and analyze effectiveness of PR and media relations tactics.

Appendix

Crupi, Anthony. “In “Advertising CheckTheir Prime: Broadlist.” Bankers Online. cast Spot Costs Soar.”

Apr 2003. http://www. Adweek. June 22 2011. bankersonline.com/ http://www.adweek. tools/marketingcom/news/television/ checklist.pdf their-prime-broadcastspot-costs-soar-132805 Beaujon, Andrew.

“Pew: Half of Ameri- Doctor, Ken. “The cans Get News Newsonomics of the Digitally, Topping Millenial Moment.”

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