The challenge was finding a way to market Capital One 360 Checking to Millennials through inbound marketing and digital strategies. Thorough research allowed us to better understand the goals of Capital One, while also understanding the perspective of their target audience. Millennials don't trust or like big banks. We were tasked with developing a campaign that would target Millennials in a genuine, helpful, and honest way. Click to learn what we did.

1. Adrian Adamo, Arman Ataman, Kathryn Carlson, Megan Sprowell, Renee Smith and Teresa Puch

2. Make the millennial consumer a
lifelong user
The Opportunity
Capital One 360 can be the solution!
Let us help you:
Bring financial
education to
millennials in
all life stages
Build trust
with the
millennial
consumer
Make the
millennial
consumer a
lifelong user

3. Big Idea - Financial Education
Positioning:
For millennials that need basic banking services, Capital One
360 is an online bank that provides unique customer
experience, with branches located in cafes. Unlike any other
bank, we care about what is best for you. We are here to
educate and talk to you about any financial questions you may
have.

4. Our Strategy
Millennials who
struggle and have the
desire to learn more.
Banks are large
corporations who
don’t care about me.
Financial information
is tough to digest.
Capital One can be a
trustful and helpful
source for financial
info and future
planning.
Our Target What They Think What We Want

5. Key Takeaways
Problems:
Millennials doesn’t trust banks
Millennials have little drive to become
financially literate.
Opportunities:
Create content that educates and benefits
the consumer in order to build trust
Use “stealth tactics” to help educate--
without preaching.
Biggest finding:
Personas and demographics are important,
but life events are the key and content should be created accordingly.

6. Key Findings… Millennials
● Connect with local businesses.
● Don’t trust, skeptical of big businesses.
● Dislike credit cards, but understand necessity for big purchases.
● Lack financial literacy, but open to learning new things/finding ways to connect it to their lives.
● Very hopeful for their financial future.
● Want to buy homes -- 90% prefer owning over renting, but student loan debt, tight lending
standards, and stiff competition have made it next to impossible. (Fannie Mae)
"When we surveyed Millennials they cited several barriers to
homeownership, especially access to financing,"
- Fannie Mae Survey, 2014

7. Meet the Millennials
Meet Mike… The College Student
“Your parents never talked to you about money, but we will!”
How do we reach him?
➔ Media
◆ Facebook, Snapchat, Buzzfeed articles
➔ Inbound Content
◆ Infographics on How Credit Works
◆ Blogs on Saving Money
➔ Events
◆ Sponsored Concerts, Festivals, etc.
➔ Education
◆ Capital One 360 in-house financial
education classes, tailored to life stage.

8. Meet the Millennials
Meet Sierra… The “Up & Comer”
“Other banks want to make you dependant, we want to make you independent”
How do we reach her?
➔ Media
◆ Pinterest, Instagram, Facebook
◆ Events, Concerts
➔ Inbound Content
◆ “Saving for travel,” “Manage Money like a (gasp) Real
Adult” blogs
◆ Fun, Interactive budget manager for mobile device
➔ Education
◆ Capital One 360 in-house financial education classes,
tailored to life stage.
➔ Events
◆ Ex: Wine and paint nights sponsored by Capital One
(encouraged to bring friends)

9. Meet the Millennials
Meet Rachel… “On-Their-Ways”
“Change is hard, let us help you make it easier”
How do we reach her?
➔ Media
◆ Pinterest, Facebook, App
➔ Inbound Content
◆ Blogs on home buying, saving for a wedding or child
planning
➔ Education
◆ Capital One 360 in-house financial education classes,
tailored to life stage.
➔ Events
◆ Ex: Wine and paint nights sponsored by Capital One
(encouraged to bring friends)

10. Creative Strategy
Strategy:
● Provide online education for various
stages of life.
● Create individualized content to engage consumers.
Through the use of apps, blogs, events, social media,
inbound tactics and creative advertisements, we can help
Capital One 360 become the bank millennials trust and
turn to for financial information throughout their life
stages.

11. My Cap: A New Type of App

12. MyCap: A New Type of App

13. Inbound

14. Inbound: Suggestions
Suggestions for www.CapitalOne.com
Improve Navigation Improve SEO Practices

16. Inbound: Suggestions
Navigation

17. Inbound: Suggestions
SEO
Keep URLs relevant & filled with
keywords that help consumers find
your content and provide for better
search results

18. Inbound: Suggestions
SEO
www.capitalone.com/financial-
education/?Log=1&EventType=Link&Com
ponentType=T&LOB=MTS%3A%3ALCTMJB
E8Z&PageName=Life+Events&Component
Name=primary_nav&ContentElement=CS-
M-
5%3BFinancial+Education&TargetLob=MT
S%3A%3ALCTMJBE8Z&TargetPageName=
Financial+Ed&referer=https%3A%2F%2Fw
ww.capitalone.com%2Ffinancial-
education%2Flife-events
www.capitalone.com/financial-educationVS
Link Before Link After

19. Inbound: Suggestions
SEO
Create Keyword “clusters” to
secure top position for keywords
when searched

20. 50 Useful SEO Infographics to Increase Website Ranking in Google Search Engine. Retreieved 2014, from
http://www.quertime.com/article/arn-2012-03-21-1-50-useful-seo-infographics-to-increase-website-ranking-in-google-search-engine/

21. Inbound: Blog Example

22. Inbound: Infographics
● Key to reaching and connecting
with millennials
● Personalized and targeted to life
stages
● Example: college student Credit
101 Infographic. All info was found
on the Capital One Journey
website

23. Social Media
Audience Targeted Contests:
● Winners will be awarded persona
targeted monetary gifts
● The contest will be promoted over
Facebook and Twitter.
Financial Trivia Contest:
Win free Peets Coffee

24. Social Media
Millennials of Capital One 360:
In order to engage millennials, we
suggest starting a section of millennial
stories, similar to Humans of New
York.

25. Financial Education Courses
Students
“Building Credit in College”
“Paying off student loans”
Up-and-Comers
“Saving for travel”
“How to manage your finances like
a (gasp) real adult”
On-Their-Ways
“Saving for Baby”
“Planning a Wedding (How to say
‘yes’ to your dress)”
Sample Course Content

26. Financial Education Courses
Incentives - Goal Stages
● 1st course completed → 1 Free Pete’s Beverage
● ½ courses offered completed → Gift Package (Holiday beverages + Travel Mug)
● All courses completed → $100 deposited in account

27. Promotional Events
Capital One customer outreach via sponsorship of local
events that are appropriate and aligned with target
segment lifestyle:
● Students - local music festivals
● Up and Comers - job fairs & real estate expositions
● On Their Ways - wedding expositions, baby
shower events/boutique sales, real estate fairs
Potential for Capital One 360 Cafe’s to provide
venue for student music groups to perform
● Promote financial education courses
● Meet sales personnel, make atmosphere
trusting/comfortable, encouraging returns

28. Advertisement: OOH Transit Poster
Though Capital One 360 has used out of home advertising in the
past, we have some innovative advertising suggestions. We
believe utilizing space on public transportation would be a great
way to make contact with our millennial target market.

29. Advertisement: OOH Train Decal
With posters on each side
of the doors, travelers see
two coffee mugs toasting,
congratulating each other
on making a great choice
in banking.

30. Magazine
We want your content to be available online and off!
● Bi-annual magazine
● Target content, similar to blogs
● Local events
● Highlight local millennials (Millennials of Capital One 360)