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Intern Project Final Deck

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Intern Project Final Deck

  1. 1. RAPP SF INTERN PROJECT 2016 Allie Pietro, Bailey Moran & Emma Rabun
  2. 2. ENGAGING MILLENNIALS WITH THEIR FINANCES FOR CHARLES SCHWAB
  3. 3. RESEARCH: 3 SURVEY KEY FINDINGS Top Awareness and Use amongst millennials: 
 Bank of America and Wells Fargo 76.3% of millennials use a mobile banking app 
 at least once a week Strongest associations with the Schwab brand: 
 “A bank for wealthy people”
 “Corporate”
 “An investment bank” 45.5% said they did not feel confident 
 in their knowledge or ability to invest in the stock market
  4. 4. RESEARCH: 4 THIRD PARTY RESEARCH “At the end of the day, if a business doesn’t work side by side with technology, they will be less appealing to consumers and Millennials will be much more reluctant to, well, consume.” “Millennials not only want to consume, but they also want to feel connected with their purchases. Buying a product now means buying into a product.” “Beyond what you can do for them, millennials want the companies they do business with to be invested in improving the world.”
  5. 5. CHARLES SCHWAB TARGET AUDIENCE
  6. 6. THE DRIVEN: SCHWAB’S CURRENT KEY CUSTOMER
  7. 7. 7 THE STARTING OUT: “Sharing my life and experiences with others makes them mean more and helps me to learn from them.”
  8. 8. 8 “I am future focused with my money and with my life decisions.” THE STARTING OUT:
  9. 9. 9 “I understand how important responsible financial decisions are, but I don’t want to make them yet.” THE STARTING OUT:
  10. 10. 10 “I want to be an active participant in my community, globally and locally.” THE STARTING OUT:
  11. 11. INSIGHTS AND COMPETITIVE ANALYSIS
  12. 12. 12 CUSTOMER INSIGHTS: TRUST AND LOYALTY DIGITIZATION VALUES
  13. 13. 13 TRUST AND LOYALTY DIGITIZATION VALUES COMPETITIVE ANALYSIS:
  14. 14. HOW SCHWAB COMPARES: 14 IN KEY AREAS • Rarely mentioned on social media • No current marketing for this demographic • Mobile banking and trading app • Participate in socially responsible activities, but low public awareness of these activities 2%
  15. 15. OPPORTUNITIES
  16. 16. OPPORTUNITIES: 16
  17. 17. OPPORTUNITIES: Give them a say in how Schwab is socially responsible Address them from platforms they pay attention to Quality customer service through technological platforms Delicate balance between condescension and intimidation Provide opportunities for them to interact and engage with 
 their community, and the brand 17 FOR ENGAGING MILLENNIALS
  18. 18. OUR SCHWAB SOLUTION
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  20. 20. 20
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  27. 27. 27
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  29. 29. 29
  30. 30. REAL TIME APPLICATION
  31. 31. CAMPAIGN TIMELINE:
  32. 32. THANK YOU CHARLES SCHWAB ACCOUNT TEAM & RAPP AGENCY 32

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