This document summarizes LendingTree's social media marketing plan to target college students. The plan focuses on increasing brand awareness of LendingTree's student loan services among college students through Facebook, Instagram, and Pinterest. On Pinterest, the plan is to create student-focused boards around academic planning, finances, and dorm organization. On Facebook, the objective is to get students promoting LendingTree through peer recommendations. Instagram's objective is to increase brand recognition by engaging with campus life experiences. The overall goals are to determine the most effective platforms, convince students of LendingTree's convenience, and get them talking about LendingTree with friends.

1. LendingTree
Project Director: Julian Gamboa
Project Manager: Berklee Welsh
Dilain Saparamadu | Adam Rokah, Stuart Moore
Emily Rose Burns | Sophia Cheng

2. Provide consumers with the best deals
possible by facilitating competition
between lenders in a matter of minutes.

3. Campaign Goals
Create greater brand awareness and engagement among
students.
Hone in on target audience - college students looking for a fresh
student loan or looking to refinance.
Determine which platform (facebook, instagram, pinterest) is the
most effective at engaging and converting students.
Convince students of the convenience of our service & how much
time they will save

4. The Social
Network Pin board
Image + Description + Link = Pin
Used for:
Planning
Shopping
Education
● Women make up 81% of users - men
account for only 7% of total pins
● Millennials’ Pinterest use =
Instagram use
● 36% of users are Millennials - 71% use
it for recommendations on what to buy

5. First Impressions
1. Missing boards
2. Irrelevant content
3. Need reorganizing
Add:
Student-focused boards
1. Academic planning and study tips
2. Finance tips for students - loans and budgeting
3. Dorm and apartment organization
4. Financially-empowering content/quotes

6. Pinterest Content (college-edition board):
1. Infographics: charts, labeled icons, simple data
2. Appealing photos: nice apartment,
new car, dream college
3. Simple Images/Graphics: piggy bank,
money tree, agenda
LendingTree: Since 1998

7. partners
The facebook page provides general info as well
as the ability to make a LendingTree account
right on the fb page.
You can message LendingTree but you will not
be chatting with a real person.

8. FACEBOOK
OBJECTIVE: Get students talking about LendingTree with their
friends and classmates: Student to Student Promotion
FOCUS: Interview students and ask about their experience with
LendingTree - how it saved time and money.
APPLICATION: Collaborate with student organizations such as
CalTV to promote “LendingTree on Campus”
FEATURE: “We know loans are the last thing you want to deal
with after mountains of midterms, projects, and papers…..so
LendingTree is offering reduced rates on student loans this
holiday season!”

9. Empathize
Be the
introduction-to-
loans guide.
Effortless process (built for first-
timers), relatable comparisons
Financial tips,
campus stories,
Instagram-linked action
posts

10. Instagram
Objective: Increase brand recognition among
students by adopting the culture of
campus life.
Focus: Be a part of student experiences and
everyday life on campus
Ex: “Lenny at the campanile” – be seen at
campus events!
Reason: Increasing brand recognition and awareness on
campus is the fastest way to connect with students.
• Roughly 2,000 followers
• Use of hashtags is lacking
• Sporadic, does not have much of a theme
• Needs a more targeted approach

11. Thank You.
Questions?