MyMoney.gov Student Loan Presentation

DEBT CRISIS
Federal Reserve Bank of NewYork
“Student loan debt is the only form of
consumer debt that has grown since the
peak of consumer debt in 2008.”
Sunday, August 17, 14

DROWNING IN
DEBT
U.S. Student Loan Debt Overview:
•2/3rd’s of all college grads have
student loan debt
•More than 7 million borrowers
are in default on their student
loans
•Currently there is over $1.2
trillion in student loan debt
The Institute for College Access and Success and
The Consumer Financial Protection Bureau

On July 24th 2014, Congress
passed the ‘Empowering Students
through Enhanced Financial
Counseling Act.’ http://guthrie.house.gov/; http://kilmer.house.gov/; http://bachus.house.gov/
The U.S. Government is looking for ways to educate
college students about debt and ﬁnancial responsibility.

One key component of the bill is to promote greater
awareness of the online resources offered by the Financial
Literacy and Education Commission through its website,
MyMoney.gov.
http://guthrie.house.gov/; http://kilmer.house.gov/; http://bachus.house.gov/
The key demographic of this
campaign would be college students.

YOU’LL NEED TO inFusE THE TOPIC of
STUDENT LOANS WITH FUN and
DELIVER THE CONTENT WHERE
STUDENTS WILL INTERACT WITH IT!
TO REACH
COLLEGE STUDENTS

THE PROCESS
1.Deﬁne the problem
2.Unpack the motivation
3.Think fun!
4.Solutions

DEFINE THE
PROBLEM
The vast majority of all the
financial literacy statistics
point to the lack of a financial
education as the primary cause
of many of the problems.
National Financial Educators Council - www.financialeducatorscouncil.org/

MOTIVATION
UNPACKED
• MyMoney.gov has great ﬁnancial educational tools,
but they need to create content that will better
engage students about college loans.
• To get students to engage with these tools, the
marketing messaging and educational processes for
MyMoney.gov must be infused with FUN.
• This will lead to a reframing of student’s thoughts
towards college loan debt from ‘ignorance is bliss’ to
‘knowledge is power.’

FINANCIAL
FUN inFUSION
• Create and Gamify a SubSection of MyMoney.gov
• Have Fun with Your Money Video Series
• ‘March Madness’ Financial Basketball Game
• Funny Financial Personality Quiz
• Viral Video Vine Contest
• Top Ten Student Loan Story with Quiz
• College Football Bowl Playoff ARG

Create and Gamify a SubSection of
MyMoney.gov
Create a new subsection of MyMoney.gov that is focused on systematically teaching about
student loans. In planning the section, site architects should include game elements aligned with
the objectives of the MyMoney.gov student loan program’s goals.
SOLUTION 1
Promotion: MyMoney.gov, Facebook,Twitter,
YouTube, SEM sites of interest to college
students (or potential college students.)
Beneﬁts: College Debt Issue Awareness,
MyMoney.gov Awareness, Education about
Student Loan Debt
Game Mechanic: Points, Badges,
Leaderboards, Challenges, Rewards, Surprise
and Delight, Recognition
Player Type: Killer, Socializer, Explorer, and
Achiever

Have Fun With Your Money Video Series
A series of entertaining videos that show
interesting things you can do with a dollar bill.
These could include origami, magic tricks or
opening Coke bottles.The goals will be two-fold:
1) promote MyMoney.gov through shareable,
engaging videos and
2) encourage viewers to take a quiz on
MyMoney.gov FB page that will give them more
insight about college debt.Taking the quiz will
enter them into a contest with a chance to win
money to pay for college.
SOLUTION 2
YouTube, SEM sites of interest to college students
(or potential college students.)
MyMoney.gov Awareness, Education about Student
Loan Debt
Game Mechanic: Points, Leaderboards, Rewards,
Recognition
Player Type: Killer, Socializer, and Achiever

‘March Madness’ Financial Basketball Game
Create a game that utilizes the fanaticism associated with the NCAA’s Men’s Basketball Tournament
with learning ﬁnancial concepts through in game quiz power-ups. Players can represent their college
and win money for themselves and their college while learning about the pros and cons of college
debt. One grand prize, numerous runner-ups. Massive social tie-ins are necessary.
SOLUTION 3
Game Mechanic: Points, Badges, Leaderboards,
Challenges, Rewards, Surprise and Delight,
Recognition
Player Type: Killer, Socializer, and Achiever
YouTube, SEM sites of interest to college
students, college media outlets, commercials
during tournament games
Student Loan Debt

Funny Financial Personality Quiz
Promotion: MyMoney.gov, Facebook,Twitter, SEM sites of
interest to college students
Benefits: College Debt Issue Awareness, MyMoney.gov
Awareness, Education about Student Loan Debt
Game Mechanic: Points, Leaderboards, Rewards, Surprise
and Delight, Recognition
Player Type: Socializer, Explorer, and Achiever
SOLUTION 4
Create an entertaining financial personality quiz that
can be shared through Facebook.The quiz would utilize
pop culture icons or fictional characters that portray
certain financial lifestyles and focus on college debt.At
the end of the quiz, the person will find out their
financial pop-culture personality.The quiz end will
promote sharing as well as learning more about college
debt through MyMoney.gov.

Viral Vine Contest
Create a fewVine videos that utilize mathematical
optical illusions that will prime the pump for contest
entries. Promote the contest all over the web/mobile
and encourage people to create their own
interesting mathematicalVine. The contest will have
multiple winners, so as to encourage more entries
and winners can win money to be used towards their
college education.
An example can be found here: https://www.youtube.com/watch?
v=dmBsPgPu0Wc although this example exceeds the length of time for aVine.
SOLUTION 5
Promotion: MyMoney.gov, Facebook,Twitter,Vine,
SEM sites of interest to college students
Beneﬁts: MyMoney.gov Awareness, College Debt
Awareness Issue
Game Mechanic: Challenges, Rewards, Surprise and
Delight, Recognition

Create an entertaining Top Ten article with images that focuses on highly unusual student loan
stories and promote it through an ad network. After reading the stories, readers can take an
accompanying quiz and be entered to win a contest.
SOLUTION 6
Top Ten Student Loan Story with Quiz
Promotion: MyMoney.gov, Facebook,
Twitter,YouTube, SEM sites of interest to
college students (or potential college
students.)
Student Loan Debt
Game Mechanic: Leaderboards, Rewards,
Surprise and Delight, Recognition
Player Type: Killer, Socializer, Explorer, and
Achiever
10 Crazy Student
Loan Stories

College Football Bowl Playoff ARG
Create a Financial Fun inFusion Alternate Reality Game to run concurrent to the college football
bowl season.The ARG would take place mainly online and will pit the 12 schools that make the
College Football Playoffs against each other.
SOLUTION 7
Game Mechanic: Points, Badges, Leaderboards,
Challenges, Rewards, Surprise and Delight,
Recognition
Promotion: MyMoney.gov, Facebook,Twitter, SEM
sites of interest to college students, college media
outlets, commercials during playoff games
MyMoney.gov Awareness, Education about Student
Loan Debt

RESULTS
The successful execution of these ideas should lead to the
following results:
•Increased exposure of MyMoney.gov and the services that it
offers to help students better understand loans
•Increased awareness by college students about the dangers
and challenges of too much student debt
•Increased registered user acquired for MyMoney.gov
•Increased understanding of content by students who take the
proposed MyMoney.gov student loan online class
•A higher percentage of students who will successfully
complete the proposed MyMoney.gov student loan online
class (and retain what they learn) versus an online class
without game mechanics

FINANCIAL
FREEDOM

MyMoney.gov Student Loan Presentation

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