Final Group Presentation<br />October 22, 2009<br />Chuck Griffith<br />Leslie Pitterson<br />
CHALLENGE<br /><ul><li>People are working past 50 and don’t want to retire at the year they qualify for AARP
AARP’s brand is strong with its members
However, membership can mean it is time to retire to members just turning 50
Benefits seen as a “plus” to being an AARP member, regardless of retirement
AARP needs to ease prospects into membership in order to “soften the news” of senior-hood</li></li></ul><li>OPPORTUNITY<br...
METHOD<br />Create “Upsight” membership<br />Includes:<br />Visa affinity card that puts 1% of purchases towards linked IR...
METHOD cont<br />Link other credit cards for dining and shopping rewards<br />Toolbar on browser, iPhone app<br />Program ...
Upcoming SlideShare
Loading in …5
×

Aarp

714 views

Published on

slideshow

Published in: Economy & Finance, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
714
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Aarp

  1. 1. Final Group Presentation<br />October 22, 2009<br />Chuck Griffith<br />Leslie Pitterson<br />
  2. 2. CHALLENGE<br /><ul><li>People are working past 50 and don’t want to retire at the year they qualify for AARP
  3. 3. AARP’s brand is strong with its members
  4. 4. However, membership can mean it is time to retire to members just turning 50
  5. 5. Benefits seen as a “plus” to being an AARP member, regardless of retirement
  6. 6. AARP needs to ease prospects into membership in order to “soften the news” of senior-hood</li></li></ul><li>OPPORTUNITY<br />Opportunity<br />AARP has a myriad of ways to obtain mailing lists of those under 50.<br />Leverage this list to find prospects between 39 and 49 years of age<br />Create an AARP non-branded affinity membership that will be branded as its own program in order to attract members early and prime them to “trade up” to AARP.<br />
  7. 7. METHOD<br />Create “Upsight” membership<br />Includes:<br />Visa affinity card that puts 1% of purchases towards linked IRA account<br />Gym membership discounts at partner network of fitness centers<br />Online profile that tracks “points” that can be used towards awards such as vacations, gift certificates/cards<br />
  8. 8. METHOD cont<br />Link other credit cards for dining and shopping rewards<br />Toolbar on browser, iPhone app<br />Program focuses on Preventative Health and “Life Enhancement Planning” (retirement)<br />Brand is sleek, has “elite” appeal, and upgrade-type marketing<br />
  9. 9. Whole Foods, Wild Oats, Trader Joes – Double your points<br />Crunch and Ballys Gyms – discount for membership, must attend at least once a week (incentive)<br />Points convert to upgrades on jetBlue for more legroom seats<br />iPhoneapp will tell you where the nearest place to earn points is around you<br />Examples of Partners and Points Earning Potential <br />
  10. 10. Similar to UPromise (program that helps consumers save for college and pay off student loans)<br />Converts to AARP at 50.<br />Exclusive card for those who had membership before 50<br />Doubles membership benefits by having AARP perks with lifetime Upsight points earning potential<br />Examples of Partners and Points Earning Potential cont<br />
  11. 11. PROMOTION<br />Targeting publications read by upSIGHTdemographic<br />Create website to give members <br /> a personal user space<br />Incorporate benefits online for value add<br />Online community, potential for <br /> future mobilization<br />

×