An in-depth analysis on the American Express Serve(r) brand and recommended communications strategies. Includes a landscape analysis, platform/content audit, target audience research and recommended tactics.

1. American Express Serve ®
Presented by Margot Smirniotopoulos

2. Agenda
• Introduction
• Goals
• Brand
• Audience
• Content Strategy
• Recommendations

3. Introduction

4. American Express
• Ranked as the 22nd most
valuable brand in the world
• 165 years old, worth $14.97B
• High-end clientele
American Express Serve®
• New division with a single product
• Five years old with 2013 revamp
• Brand new audience
Jason Hogg, CEO Jenn Eldin, Director of Marketing
Senior Leadership

5. Partners Competitors

6. Goals

7. Business Goal
Secure new subscribers by expanding into new markets.
Communications Goal
Position American Express Serve® as a trusted partner in personal financing.
Audience Engagement Strategies
1) Inform them of the new product.
2) Build a relationship by providing useful, practical content.
3) Educate them on how the product can help their personal finances.
4) Partner with current users to validate and amplify the brand.

8. Brand

9. THE BRAND
Making personal finance management possible for everyone.
BRAND PROMISE
Serve® will help you manage your own personal finances by providing professional tools and guidance.
BRAND PLATFORM*
Designed for you.
#GetServed
CAMPAIGNS
#ServeSomeGood #MomentsLikeThis

10. Audience

11. Research Methodology
Secondary Research Pulled From…
• FDIC’s 2012 National Survey of Unbanked and Underbanked Households:
provides in-depth understanding of Serve®’s target audience demographics,
psychographics and lifestyle habits.
• News items specific to the product and engagement campaigns via Factiva and
Advanced Google Search.
• Owned digital content including social media, web and mobile platforms.
• Simmons OneView: cross tabbed household incomes with credit card usage and
American Express affiliation to identify relationship patterns.
• Netbase: “brand passion” index measuring the amount of buzz (volume) and
sentiment (qualitative assessment).
• Moat.com to qualitatively assess marketing suites.

12. Overview
Unbanked and underbanked citizens…
• Have little to no history with, or access to, American banks and
credit unions. They use, or have used, alternative means of
financing.
• Account for one in four U.S. households: 28.3%
• Roughly 43 million adults and 21 million households.
• Include low to middle income individuals and families.
• Span across nearly every age and ethnic demographic,
• Majority are White (33.7%, 56%), then either Black (34.7%,
22.5%) or Hispanic (28%, 16.2%)
• Strongest theme: low-middle household incomes,
• Between $15,000 - $30,000
Demographic
Group
% Unbanked % Underbanked % Fully Banked
All households 8.2% 20.1% 68.8%
Blacks 21.4% 33.9% 41.6%
Foreign-born
citizens
22.2% 28.9% 45.8%
Households
experiencing
unemployment
22.5% 28.0% 47.5%
Lower-income
households
28.2% 21.6% 47.6%
Unmarried
female
family
households
19.1% 29.5% 48.4%
Hispanics 20.1% 28.6% 48.7%
Households with
those under age
24
17.4% 31.0% 49.7%

13. Overview
Common Challenges
• “I don’t trust random people seeing or handling my
money.”
• “People in my community don’t use credit cards.”
• “I don’t have to think about financial planning because my
parents take care of it.”
• “I don’t make enough money to have a bank account.”
• “Financial management is a scary idea, where would I even
start?”
• “Visiting banks makes me uncomfortable – they’re too
sterile and people judge me.”

14. Unbanked and Underbanked Americans
Carefree College Student Blue Collar Breadwinner Self Employed Single

15. Meet Kate, a Carefree College Student
Katherine Engels, 23 years old
Student, University of Arizona, 2017
Status update (3h): “Heading home for summer break, can’t wait
for free meals and clean clothes!”
Persona Overview
Kate earns $2.16/hour waiting tables at a local off-
campus restaurant and still receives money from her
parents; they pay for part of her tuition and rent. She
is on a scholarship for woman’s filed hockey but is
more interested in joining a start up where she can
contribute to making the world a better place. Kate
doesn’t have a car, and doesn’t use (or need) public
transportation.
Her and her friends self-identify as millennials. They
never go a day without using their smartphones and
understand social media provides the opportunity to
create their own personal brands. Kate and her friends
love their tight-knit group but want to showcase their
individuality and jockey to find the coolest trends in
the fashion, health and tech industries. More likely
than not, Kate and her friends will move back home
after graduation while they search for jobs and
internships.
Instagram: Upload Photo
Instagram: KylieJenner
Buzzfeed: This duet will give you all the feels
Facebook: Barbara Engels Message
Blackboard – Login Error
Google Drive: Shift Schedule
Instagram: Upload Photo

16. Meet JP, a Blue Collar Breadwinner
Juan Burgos, 34 years old
Building and Grounds, LuciteTech
Status update (2w): “Proud papa today – watched my girl get a
ribbon for her swim meet! Asked for a trip to the beach to
celebrate…good luck to her future boyfriends, this girl’s got
standards!”
Persona Overview
JP earns $28,000 a year for a tech company near his
town in Southern California. He is the sole-earner for
his household including his wife, their two children
and his father-in-law (who pays for small expenses
from time to time). He sometimes gets a ride from a
coworker, but mainly uses public transportation.
JP went to community college after moving to the
States in 1992. He is a savvy spender and rarely
spends for pleasure. His main priority right now is his
children who want to participate in various camps
and after school programs. His wife recently
suggested that she should pick up a few odd jobs
through connections in their community.
Facebook Upload Photo Albums
Search: You don’t have to save for college yet
Search: Why you should save for college NOW!
PayPal – Thank you for your purchase!
County News Homepage
County News: Upcoming Community Events
Google Maps: E.L. Lawrence Natatorium

17. Meet Andrew, a Self-Employed Single
Andrew Copeland, 29 years old
Self-Employed Designer
Status update (12h): “Whiskey and Inspiration: an upcoming
doodle by A. Copeland…”
Persona Overview
Andrew’s design skills have recently made him a hot
commodity on Elance. For the last two years he has
made due on a project to project basis, not always
design-related. Last year he accrued right around
$20,000 and he recently entered into a longer term
contract through an Elance contact that is sure to
make him at least as much in 2015. Him and his
girlfriend both live with roommates in Austin and
often talk about moving in together and “becoming
adults”. He either takes public transportation to work,
or borrows his girlfriend’s car.
He is considering pursuing a higher degree or maybe
taking time off to explore the world and build his
portfolio. He understands that now is the time to
pursue his dreams before settling down – he’s more
interested in adopting a dog than having K-I-D-S.
Instagram
Kodak – 16.2 Megapixel Review
Best Cross-Country RoadTrips
Facebook: Lisa Petrey
Ally Bank Homepage
Elance Dashboard
UX Design
Buzzfeed: 10 Beautiful Watercolor Tattoos

18. Engagement Strategies
College Students Like Kate
Create interactive opportunities
and content that make them think
about “what’s next”; begin
building the relationship before the
need for financial planning and
management presents itself in full.
Once the need becomes apparent
– Serve® will be an existing
connection and obvious, trusted
choice.
Blue Collar Workers Like JP
There is already a desire to access
financial tools and expertise. This
audience might not have grown up
around people who use banks or
credit cards, but challenges in making
the most of their paycheck are very
real. They’ll need simple information
about what Serve® can do for them,
and why they should trust the brand.
Self-Employed Workers Like Andrew
Young adults who are self-employed are just
beginning to experience “adulthood” and the
financial burdens that come with it. They’re in a
limbo where they just started to earn enough
money to do or buy things they want, but not
enough to feel they have the means (or desire)
to begin saving or budgeting. Serve® has an
opportunity to educate self-employed workers
on the benefits of saving now, and what
freedoms that can open up for their business,
and their adventures, in the near future.

19. Content Strategy

20. Mobile Friendly

21. Social Media
FACEBOOKTWITTER

22. Social Media
INSTAGRAM TUMBLR

23. Advertising
TELEVISION ONLINE BANNERS

24. #GetServed Brand Ambassador Campaign
Get Served
• 16 college campuses
• Partner with Greek organizations and clubs
• Education via popular TV show and movie
scenarios
• Prime audience for swag and incentives

25. #ServeSomeGood Campaign
Serve Some Good
• Partnership with SXSW 2014
• $1 donation per Tweet to United Way’s financial
stability program
• Tent giving away “some good” each day

26. Partner Campaigns
League of Legends TurboTax & IRS Tax Filing
• Integrated reward system: RP+
• Customized plastic
• Earn points by using Serve® IRL
• Discounts with Serve®
• Seamless deposits/refunds
• Earn free edition of TurboTax

27. Research Campaign
Pilot Program
• Launched in 2014
• Partnering with trusted not-for-profit third-party
• Promote consumer saving behavior
• Provide tangible best practices anyone can
implement

28. Recommendations

29. 1) Create a blog (add value to the website)
2) Communicate policy changes - consider a press release page
3) Create a YouTube account
4) Better differentiate content on Twitter and Facebook
5) Invest in Out of Home advertising
6) Highlight Savings All Stars
7) Conduct Savings Seminars

30. SWOT
Strengths
• Leverages that the product is backed by a trusted parent company which validates its brand philosophy of empowering consumers to take control of their finances.
• Stays true to its product (online/mobile banking) by maintaining a strong online presence.
• Creates an emotional connection with target audience when hosting experiential events such as the brand ambassador campaign on college campuses.
Weaknesses
• Campaigns have pushed the product more than the brand philosophy on platforms that should be more conscious of creating relationships with consumers.
• The online-dominance of communications outreach doesn’t leave room out of home and print campaigns, potentially missing target audiences that do not have
frequent access to digital media.
• There is little cross-over with outside research/findings, which again appears to push the product more than the vision of empowering Serve® customers.
Opportunities
• The current economic climate has primed audiences to seek savings best practices and more practical, secure ways to save and spend money; potential audiences
will likely seek products like Serve® and trust data/tips provided by the organization.
• The platform should build additional partnerships with new third-party organizations that serve low to middle socioeconomic classes; for example, smaller-chain
grocery stores would be a hyper-targeted venue that could see great impact.
• Host more opportunities for in-person connections, rather than relying so heavily on online content, will emotionally tie the consumer to the brand.
Threats
• Competitors, and specifically PayPal, already have a lead in the “personal connection” strategy. Serve® needs to create content that is more authentic and
incorporates real-life commentary, rather than scripted content.
• Policy changes from the parent company require a quick to-market response and announcement to customers.

31. References
Groenfeldt, Tom. "American Express To Research Ways To Encourage Savings." Forbes. Forbes Magazine, 29 Dec. 2014. Web. 20 Feb. 2015. <http://www.forbes.com/sites/tomgroenfeldt/2014/12/29/american-express-to-
research-ways-to-encourage-savings/>.
"American Express Serve® and Intuit Team Up This Tax Season To Deliver Fast and Convenient IRS Refunds." MarketWatch. MarketWatch News Department, 30 Sept. 2014. Web. 20 Feb. 2015.
<http://www.marketwatch.com/story/american-express-serve-and-intuit-team-up-this-tax-season-to-deliver-fast-and-convenient-irs-refunds-2014-09-30>.
"Get Your Tax Refund Fast." Tax Refund Prepaid Card. American Express, n.d. Web. 25 Jan. 2015. <https://www.serve.com/tax-refund/>.
Frankel, Matthew. "1 More Reason American Express Is a Great Company." 1 More Reason American Express Is a Great Company. The Motley Fool, 20 Nov. 2014. Web. 20 Feb. 2015.
<http://www.fool.com/investing/general/2014/11/20/1-more-reason-american-express-is-a-great-company.aspx>.
"Serve.com." Reloadable Prepaid Card. American Express, n.d. Web. 25 Jan. 2015. <https://www.serve.com/>.
Gerstner, Lisa. "Mobile Wallets: A Smart Way to Pay?" Mobile Wallets: A Smart Way to Pay? Kiplinger's Personal Finance, Jan. 2015. Web. 20 Feb. 2015. <http://m.kiplinger.com/article/credit/T057-C000-S002-mobile-wallets-a-
smart-way-to-pay.html>.
Perez, Sarah. "American Express Serve Goes After The “Under-Banked” With Prepaid Cards You Load With Cash In Stores." TechCrunch. N.p., 8 Oct. 2013. Web. 22 Feb. 2015. <http://techcrunch.com/2013/10/08/american-
express-serve-goes-after-the-under-banked-with-prepaid-cards-you-load-with-cash-in-stores/>.
"American Express Serve Review." Credit Card Insider. N.p., n.d. Web. 20 Feb. 2015. <https://www.creditcardinsider.com/credit-cards/american-express/serve/>.
Carson, Erin. "Jenn Eldin: Director of Marketing at American Express Serve. Nighttime Photographer. Future Paleo Blogger." TechRepublic. N.p., 2 Feb. 2015. Web. 06 June 2015.
"American Express Rewards Point Value." Review. Web log post. Credit Card Forum. N.p., n.d. Web. 15 Feb. 2015. <http://creditcardforum.com/blog/american-express-rewards-point-value/>.
Connelly, Leslie. "Unbanked? Underbanked? Is There a Difference?" Unbanked Trends Unbanked Underbanked Is There a Difference Comments. N.p., 29 Sept. 2009. Web. 20 Feb. 2015.
<http://www.unbankedtrends.com/index.php/2009/09/unbanked-underbanked-is-there-a-difference/>.

32. References
Mowll, Felicia. "American Express Serve® Announces Research Pilot to Encourage Consumer Saving." MarketWatch. N.p., 12 Dec. 2014. Web. 06 June 2015. <http://www.marketwatch.com/story/american-express-serve-
announces-research-pilot-to-encourage-consumer-saving-2014-12-12>
"Amex Serve | Youth Marketing Connection, LLC." Youth Marketing Connection LLC. N.p., n.d. Web. 06 June 2015. <http://youthmarketing.com/clients/amex-serve/>.
American Express Serve® Facebook Page <https://www.facebook.com/amexserve?fref=ts>
"American Express TV Commercials." ISpot.tv. N.p., n.d. Web. 05 June 2015. <http://www.ispot.tv/brands/7QD/american-express>.
American Express Serve® Tumblr Page <http://amexserve.tumblr.com/>
Rodriguez, Pablo, and Martha Shuaghnessy. "PayPal Brand Campaign Puts People Back in Charge of Their Money." PayPal Information Center. PayPal, 30 Apr. 2014. Web. <https%3A%2F%2Fwww.paypal-media.com%2Fpress-
releases%2Fpaypal-brand-campaign-puts-people-back-i>.
Johnson, Lauren. "PayPal Strikes Blow Against Apple in New Ad Campaign." AdWeek. N.p., 16 Sept. 2014. Web. 05 June 2015. <http://www.adweek.com/news/advertising-branding/paypal-strikes-blow-against-apple-new-ad-
campaign-160163>.
PayPay’s Facebook Page <https://www.facebook.com/PayPalUSA?brand_redir=589464587749730>
Secrets, Million Mile. "AMEX Serve Will No Longer Accept MasterCard, Visa, Discover for Credit Card Loads | Million Mile Secrets." Million Mile Secrets. N.p., 14 Mar. 2015. Web. 05 June 2015.
<http://millionmilesecrets.com/2015/03/14/amex-serve-will-no-longer-accept-mastercard-visa-discover-for-credit-card-loads/>.
"Get American Express Serve: Get Started." Help. American Express, n.d. Web. 05 June 2015. <https://www.serve.com/help/#add-money-5>.
Bennett, Shea. "Teens, Millennials Prefer YouTube To Facebook, Instagram To Twitter [STUDY]." SocialTimes. N.p., 24 Feb. 2014. Web. <http%3A%2F%2Fwww.adweek.com%2Fsocialtimes%2Fteens-millennials-twitter-facebook-
youtube%2F496770>.
Neff, John, and Larry H. Pham. A Profile of Public Transportation Passenger Demographics and Travel Characteristics Reported in On-board Surveys. Washington, DC: American Public Transportation Association, 2007. May 2007.
Web. 05 June 2015. <http://www.apta.com/resources/statistics/Documents/transit_passenger_characteristics_text_5_29_2007.pdf>.