Popmoney Public Relations Campaign

#msumpayotherppl
Team MemberS
Ryan Quinn • Jaclyn Ellwein • Kelly Falk • Sarah McCartney • Emily Stengrim
Advisers
Liz Conmy, Faculty Advisor • CT Hanson, Professional Advisor
Minnesota State University Moorhead
Team Ivy Lee
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{Make
POP!{Your
Money

TABLE O
F
CONTENTS
Executive summary.......................................1
situational analysis..................................2
obstacles......................................................3
secondary research.......................................4
primary research............................................4
key publics...................................................6
key messages................................................6
communication plan & Results...........................6
budget summary............................................9
Schedule......................................................10
conclusion...................................................10
Appendix......................................................11

Paying the rent. Splitting the check. Paying back friends. These are a few different ways
college students handle their money. Sometimes, however, we don’t always have cash
and checkbooks are quickly becoming a thing of the past. Our 2014 Minnesota State
University Moorhead Bateman Team, Ivy Lee, believed that we could change the way that
college students handled person to person transactions. Popmoney was our answer to cash
and checks. By using Popmoney, we told MSUM students how they could make their money
“pop.” Team Ivy Lee created the “Make Your Money POP!” campaign to teach students
about how to better send, receive and request money from their friends and family by using
Popmoney.
“Make Your Money POP!” is the theme of our campaign. We chose this as our theme to
subtly incorporate the word “pop” into every aspect of our campaign. Our hope was that
by tying in the word “pop,” students would correlate our campaign to Popmoney. We used
the colors orange, white and gray in our logo and throughout our campaign to further tie-in
Popmoney’s image and create brand recognition.
Through research, we determined that the main goal of our campaign is to grow awareness
of Popmoney among MSUM students ages 18-24, increase the number of MSUM students
age 18-24 using Popmoney and to increase the number of Popmoney transactions MSUM
students age 18-24 make. After conducting a student survey and a focus group we found
that MSUM students were unaware of Popmoney and are apprehensive to using a third-
party service to send and receive money. Our campaign aimed to educate MSUM students
on how Popmoney works, to get the app downloaded on their smart phones and to start a
conversation about the unique service.
Our target audience is unique in a few different ways. It can be argued that the midwest
lags behind the rest of the country in adopting new things, whether it be technology,
social media or fashion. In this sense, our campaign faced a challenge when trying to get
midwestern college students to use a new person-to-person payment service. Also, our
target audience is younger and lacks monetary funds. Focusing on sending and receiving
smaller sums of money (splitting bar tabs, movie tickets, etc.) was integral in getting them to
actually use the service.
Continue reading to learn how to Make Your Money POP!
EXECUTIVE SUMMARY
1

SITUATIONAL ANALYSIS
Popmoney is a safe, convenient and fast way to make person-to-person transactions.
Popmoney is offered through an application available for download on Apple, Android,
and Windows phones. Popmoney is also available through popmoney.com and other
financial institutions. The company Popmoney is powered through Fiserv.
Strengths• Ability to send and receive
payments by text, email, online
and app
• Track transaction history
• Saves consumer money on
stamps and envelopes
• Convenient and fast
• Norton Secured, powered by
VeriSign
• TRUSTe, certified privacy
• Some banks provide service
without cost
• Not all banks provide Popmoney
service for free
• New service (still has bugs,
individuals are skeptical)
• Brand confusion with current
licensing practices
• Some banks have little
knowledge about Popmoney
• Low awareness in the Fargo-
Moorhead area
• Large customer base with room
to grow
• Partnerships with companies and
financial institutions
• Send representatives to high
schools and colleges to promote
Popmoney service
• Capture younger audiences with
new technology
• Large market opportunity
• Competition from similar
companies (PayPal, Square Cash,
Amazon Payments, ING Direct,
etc.)
• Weaker economy
• Information security
• Website hacking/fraudalent
activity (Target credit card
scandal)
• Fear of financial security
weaknesses
opportunities threats
2

OBSTACLES
Complexity
Popmoney is a complex service. It is offered through various outlets including online, through
banks and mobile applications. Pricing for the service varies across these outlets, which is
confusing for consumers. Brand confusion is also created with current licensing practices. For
instance, Popmoney is called “Pay A Person” at US Bank. Many customers and even bankers
at US Bank are unaware that this is actually Popmoney.
Mobile Application Complications
Popmoney’s mobile application has received poor customer reviews and ratings with 2.5
stars for the Apple App Store and 3.6 for the Android Play Store. Fifty-three of a total 72
reviews had a negative sentiment. Responses to these reviews and complaints were often
robotic and not helpful leading to a poor customer service reputation. We also experienced
many complications in downloading and operating the mobile application throughout our
campaign. It took the app an average of two-and-a-half minutes to download and often
resulted in an error message stating that identification could not be verified.
Apprehensive Audience
Our target audience is located in the Midwest. This particular audience is unique in that
they lag about one year behind in accepting technological advances and trends. We also
found in our primary research that our audience was very uncomfortable dealing with a
third party banking institution, making it difficult to change attitudes and beliefs about using
Popmoney online and through the mobile app.
Clarity of Contest Rules
Our team faced a difficult time with the clarity of this year’s Bateman Case Study
Competition rules. The rules stated that participants were not to create new social pages for
the competition but to use their preexisting personal accounts. Later our team found that
other participating teams did in fact have social pages up and running and that this was
permitted. We also found it extremely difficult to create brand awareness without using the
brand name or logo on social pages. We found this created more brand confusion as our
audience did not see the connection of our pages that did not include the brand name or
logo to our posts, which did include these pieces. We felt that we were at a disadvantage
half way through the campaign duration as other teams were not following competition
rules by using the brand name and logo in their social handles, page names and profile
pictures.
University Rules and Restrictions
Minnesota State University Moorhead implements strict rules concerning catering and
authority to use space that prohibited us from hosting events and displaying promotions in
the Dining Center and Residence Halls. The University also has a partnership with US Bank,
restricting on-campus promotion of Popmoney services offered at our team’s partnering
bank, Northwestern Bank.
3

SECONDARY RESEARCH
Popmoney is a simple and secure personal payment service that lets you send, request
and receive money from friends and family. You can use Popmoney online or through your
mobile device. Popmoney is available at participating banks, Popmoney.com or through
the app stores for iPhone, Android and Windows Phones.
From the moment information is sent to the Popmoney service, throughout the entire
transaction process, it is kept highly secure using industry-leading technology. Popmoney
uses one-time verification codes that are sent to the email address or mobile phone
number where the payment notification was sent to prevent an unauthorized person from
fraudulently depositing someone else’s payment.
Popmoney gives consumers a better way to exchange money, and is specifically designed
for person-to-person and small business payments. Popmoney offers straightforward pricing
and allows users to send, request and receive money using their existing checking or savings
account–no extra account is required.
More than 2,000 participating banks, such as Citibank, PNC, SunTrust, and a host of
community banks and credit unions offer Popmoney through online or mobile banking. A list
of participating banks is available at Popmoney.com. The service can also be accessed at
Popmoney.com or through apps for iPhone and Android devices
Although with Popmoney being convenient and easy, during our research we noticed that
Popmoney wasn’t the fastest or cheapest person-to-person electronic payment service.
Fiserv, Popmoney’s parent company, executes 20 billion digital transactions, moving $1
trillion, every year. In fact, 55 million people use Fiserv-powered online banking services
today. More than 70 percent of all bill payments made at U.S. financial institutions are
processed by Fiserv according to Aite Group.
PRIMARY RESEARCH
We conducted qualitative and quantitative primary research to better understand
our audience. For quantitative research, we conducted an electronic survey that was
distributed to Minnesota State University Moorhead students. An electronic survey was also
sent to parents of MSUM students. For qualitative research, we conducted a focus group
of 11 MSUM students ages 18-24, personal interviews with 5 bankers in the Fargo-Moorhead
area, and personal in-depth interviews with five students that attend MSUM.
Results:
After conducting the electronic survey, and personal interviews the results showed that:
4

Brand Recognition:
• 5% of MSUM students had heard of
Popmoney
• 0% have used it
Safety and Security:
• 7% of those surveyed had used a third party
banking website such as PayPal
• 55% find third party banking websites
credible
• A major concern expressed in the survey,
the focus groups and personal interviews was
safety and credibility of third party banking
websites or applications such as Popmoney
Transaction Speed:
• 46% of individuals expect transactions to be
sent and processed immediately
• 36% said they expected it to take one day
• 5% said they would expect it to take three
days or more
Cost of Use:
• 52% saying they would pay less than $1 to
use a person-to-person payment service
• 48% saying they wouldn’t pay less than $1 to
use a person-to-person payment service
Banker Interviews:
• 3 of the 5 banks were using and promoting
Popmoney
• 1 bank was unaware that the program they
were using was called Popmoney
• This bank called the program “Pay a Person”
and was under the impression that it was a
program the bank had created
• There was inconsistency between costs of
using Popmoney at banks
• Some offered the service free if transactions
were under $100
• Others offer it at a discounted rate of $0.50
instead of the $0.95 it costs to use through
mobile application or online
52% SURVEYED WOULD
PAY LESS THAN $1 TO
USE POPMONEY
3 OUT OF 5 OF THE
BANKS WE INTERVIEWED
WERE USING AND
PROMOTING POPMONEY
55% SURVEYED FIND
THIRD PARTY BANKING
WEBSITES CREDIBLE
5

KEY PUBLICS
18-24 year old Minnesota
State University Moorhead
students.
primary
24-30 year old (older
than average) Minnesota
State University Moorhead
students.
secondary
Northwestern Bank in
Moorhead, Minnesota,
and its customers.
tertiary
KEY MESSAGES
1
2
3
4
Popmoney is a safe way to make electronic transactions.
Popmoney is conveniently at your FIngertips online, mobilely and through your bank.
Get your money faster with Popmoney.
NEVER WRITE A CHECK AGAIN.
COMMUNICATIONS PLAN & RESULTS
Objective 1:To increase the number of mobile downloads of the Popmoney app, on
iPhones, Androids, Windows smart phones, or on accessible tablets, by 30 percent.
Rationale: Our research results showed 91.3 percent of individuals who took our survey, own
a smartphone. In addition 80 percent use online banking, mobile banking or both.
6

Strategy1 : Share information on MSUM’s campus about Popmoney.
Tactic: Presenting to college classes. By obtaining access to college classes we were able to
present a Prezi informing students about Popmoney. Our Prezi contained information on how
to use Popmoney, how to access the website and suggestions of when to use Popmoney.
In addition we provided students with informational cards to take with them and Popmoney
stickers.
Strategy2: Engage public through incentivized trial usage of Popmoney.
Tactic: Encouraging the download of the Popmoney App using a sweepstakes with a cash
prize drawing of $40 for one person within the first 100 people who download the app.
Anyone after the first 100 people to download the app will be entered to win $10, with one
winner. This was conducted by reserving booths in the two main trafficked buildings including
the student union and a building which contains our bookstore and a cafe. We also made
information cards available to the public to take with them.
X EXCEEDED!
OBJECTIVE 1 We exceeded objective one with our research
indicating zero people use the Popmoney
app, previous to our campaign. During our
campaign we measured 74 people downloading
Popmoney’s mobile application.
Objective 2:To obtain 150 likes and follows of Popmoney on our social media sites.
Rationale: According to our research 57.7 percent of individuals found out about the last
event they attended via Twitter or Facebook.
Strategy: Host a “Party with Popmoney” event on campus in addition to creating awareness
of and encourage mobile usage of Popmoney with grassroots and campus media.
Tactic: Having individuals like and follow Popmoney on our campaign social sites. Once an
individual completed this task, they were entered in a drawing to win a $10 gift card to the
Dragon Cafe or Erbert & Gerbert’s. Liking or following Popmoney could also result in winning
$50. If they should win the $50, the money would be Popped to them.
Tactic: Team Ivy Lee members shared the event page on Facebook and retweeted the
event on Twitter to attract attention to the “Party with Popmoney” event.
7

XEXCEEDED!
OBJECTIVE 2 We exceeded this objective by attracting 157
fans/followers on our social media networks.
Objective 3:Increase the number of registered Popmoney account users by 50.
Rationale: Our research indicated that only five percent of MSUM students had used or
heard of Popmoney.
Strategy: Host a “Party with Popmoney” event on campus to encourage Popmoney usage
through our partnership with the local bank, Northwestern Bank.
Tactic 1: Use Popmoney through Northwestern Bank during the week of the 21st-28th of
February for free.
February to be entered to win $10 into your Northwestern Bank account.
Tactic 3: Northwestern Bank implementing a sweepstakes during the month of February for
any individual to fill out, after using Popmoney, to be entered in to a drawing for a popcorn
machine.
Tactic 4: Asking individuals to register for Popmoney during our Popmoney event. After
registering for Popmoney, they would be entered into a drawing to win a $10 gift card to Old
Chicago. Registering for Popmoney could also result in winning $50. If they should win the
$50, the money would be Popped to them.
XEXCEEDED!
OBJECTIVE 3
We exceeded objective 3 with 53 individuals
registering for Popmoney. Fourteen individuals
registered for Popmoney at our Party with
Popmoney event. Northwestern Bank showed an
increase of customer registration of Popmoney
by 39 individuals.
8

Objective 4:Increase Popmoney usage through bank mobile apps by 10 percent.
Rationale: During our focus group, individuals addressed concern about sending money
through a third-party banking system. However, they showed confidence in using electronic
person-to-person payments through their bank.
Strategy: Partner with Northwestern Bank to promote Popmoney to MSUM students and
Northwestern consumers.
Tactic 1: Encourage the use of Popmoney through a bank in the month of February by
offering to be entered in a prize drawing. This was promoted through Northwestern Bank
during the week of the 21st-28th of February.
February for free.
February to be entered to win $10 into your Northwestern Bank account.
Tactic 4: Northwestern Bank implementing a sweepstakes during the month of February for
any individual to fill out, after using Popmoney, to be entered in a drawing for a popcorn
machine.
Tactic 5: Provided informational cards about Popmoney, to Northwestern Bank, which were
used in their banks drive-through services at their locations.
X exceeded!
OBJECTIVE 4 We met objective 4 through our partnership
with Nortwestern Bank. Use of Popmoney at
Northwestern’s Moorhead branch inreased by
about 25%, according to Northwestern Bank.
BUDGET SUMMARY
We used our given budget of $300.00 for an online research survey, printing of designed
promotional cards, cash prizes for sweepstakes, candy incentives and food for special
events and focus groups. Our Make Your Money Pop campaign ended on budget with
$0.14 remaining. We also received in-kind donations totaling $231.00 from local vendors
9

including Erbert and Gerbert’s, Starbucks, Dragon Cafe, Old Chicago, Northwestern Bank
and Minnesota State University Moorhead. The donations consisted of gift cards and prizes
for sweepstakes, catering for special events and printing.
CONCLUSION
People deserve a service that lets them easily send, request and receive money without
breaking out the checkbook or writing an IOU. Popmoney fills this void, and in February,
Team Ivy Lee captured the attention of all who encountered our Make Your Money POP!
campaign. Our campaign made people think twice about resisting digital person-to-person
payment services and started a conversation on how to make money transfering simple
and painless.
Our campaign Twitter and Facebook accounts had 47 followers and 97 likes, respectively,
at the end of February. We tweeted 84 times and were retweeted 86 times and mentioned
9 times on Twitter. Our Facebooks posts were shared 17 times and our Facebook page
received 291 clicks. Our Instagram account had 18 followers at the end of February and
received 85 likes. Our campaign was mentioned a total of 196 times on social media and
reached 5,279 unique users.
Team Ivy Lee built a concept that has the potential to be fully realized and utilized on
college campuses across America. We started the conversation on MSUM’s campus on how
to efficiently send, request and receive money in a brand new way.
Team Ivy Lee,
Minnesota State University Moorhead
10
SCHEDULE
Our team began conducting preliminary secondary research at the beginning of the
fall 2013 semester. After compiling secondary research, we conducted primary research,
which consisted of our surveys and focus group. The entire fall semester was devoted
to conducting research, learning how to schedule events, and pre-planning for the
implementation phase of the competition. In January, we finished our planning for the
implementation phase and finalized our schedule. In February, we utilized social media to
get the word out about Popmoney and our events. We set up booths in key traffic areas
of campus to spread the word about our campaign. Once the implementation stage was
over, we put it all together in this book for your consideration.

{Appendix}
SECONDARY RESEARCH MATERIALS........................12
PRIMARY RESEARCH...........................................13
PROMOTIONAL MATERIALS....................................23
EVENT DESCRIPTIONS..........................................25
BUDGET.........................................................26
Schedule.......................................................26
SOCIAL MEDIA ANALYTICS...................................26
11

SECONDARY RESEARCH MATERIALS
1 http://www.corporateinsight.com/blog/2603-popmoney-outperforms-in-p2p-payments.html
“Popmoney outperforms in p2p payments”
2 http://www.paymentssource.com/news/its-no-facebook-but-p-to-p-system-fuels-online-social-in-
teraction-3011617-1.html
“It’s No Facebook, but p-to-p system fuels online social interaction”
3http://www.pewinternet.org/2012/04/17/the-future-of-money-in-a-mobile-age/
“The Future of money in a mobile age”
4 http://www.fiserv.com/payments/personal-payments/popmoney-person-to-person-payments.htm
Fiserv popmoney overview
5 http://www.reuters.com/article/2013/02/01/banking-mobile-p2p-idUSL1N0B1A2D20130201
“Sending electronic money to friends catching on”
6 http://www.aba.com/Products/Endorsed/Pages/popmoney.aspx
American bankers association popmoney overview
7 https://www.popmoney.com/media.html
information from popmoney.com
12

PRIMARY RESEARCH
student surveyWe distributed an electronic survey to students at Minnesota State University Moorhead
via Facebook and through the university news that is sent through a listserv to every
MSUM student. The survey consisted of 22 multiple choice and short answer questions. The
collection of the data was used to determine people’s thoughts, perceptions and attitudes
of online and mobile banking.
1. Are you currently enrolled at Minnesota State University Moorhead (MSUM)?
a. Yes
b. No
Data Collection Results:
Yes-91.25%
No-8.75%
2. Which age category do you fall into?
a. 18-24
b. 25-30
c. 31+
18-24-75 students (93.75%)
25-30-5 students (6.25%)
31+-0 students (0%)
3. What is your gender?
a. Male
b. Female
Male-23 students (28.75%)
Female-57 students (71.25%)
4. Do you own a smartphone?
a. Yes
b. No
Yes-91.03%
13

No-8.97%
5. Which of the following do you use?
a. Mobile banking
b. Online banking
c. Both
d. None
Mobile banking-5%
Online banking-30%
Both-55%
None-10%
6. Have you heard of Popmoney before this survey?
a. Yes
b. No
Yes-5%
No-95%
7. If you answered yes to the previous questions, Where?
Data Collection Results Varied
8. Have you ever used Popmoney?
a. Yes
b. No
Yes-0%
No- 100%
9. If you answered yes to the previous questions, how many times and what for?
N/A
10. What is the primary method you use to send and receive money from other people?
a. Check
b. Cash
c. Online payment service
14

d. Mobile payment service
e. Wiring money through your bank
Check-34 students (42.5%)
Cash-25 students (31.25%)
Online payment service-17 students (21.25%)
Mobile payment service-2 students (2.5%)
Wiring money through bank-2 students (2.5%)
11. What concerns do you have with handling finances online?
12. Have you ever used an online payment service such as Paypal?
a. Yes
b. No
Yes-46 students (57.5%)
No-34 students (42.5%)
13. If you answered yes to the previous questions, what service did you use and what did you
like and dislike about it?
14. How fast do you expect a person-to-person transaction to go through?
a. Immediately
b. 1 day
c. 2 days
d. 3+ days
Immediately-46.25%
1 day-36.25%
2 days-12.5%
3+ days-5%
15. Would you use a person-to-person mobile banking app if the fee was less than a dollar
per transaction?
a. Yes
b. No
15

16. On average, how many person-to-person transactions do you make per month?
a. 0-3
b. 4-7
c. 7-10
d. 10+
Data Collection Results
0-3- 59 students (74.68%)
4-7-18 students (22.78%)
7-10-0 students (0%)
10+ -2 students (2.53%)
17. How often do you receive money from your parents per month?
a. 0-3
b. 4-7
c. 7-10
d. 10+
0-3-74 students (93.67%)
4-7-5 students (6.33%)
7-10-0 students (0%)
10+-0 students (0%)
18. How often do you receive money electronically from your parents?
a. 0-3
b. 4-7
c. 7-10
d. 10+
0-3-92.5%
4-7-7.5%
7-10-0%
10+-0%
19. What method of payment do you use to pay rent?
a. Check
b. Cash
16

c. Online payment service
d. I do not pay for rent
Check-65.38%
Cash-1.28%
Online payment service-8.97%
I do not pay for rent-24.36%
20. Do you consider third party banking website credible (PayPal, Popmoney, Square Cash,
etc)?
a. Yes
b .No
21. In what situations do you make person-to-person transactions?
22. How did you hear about the last event you attended?
a. Twitter
b. Facebook
c. Email
d. Word of mouth
e. Print advertisement

Twitter-3.85%
Facebook-53.85%
Email-7.69%
Word of mouth-32.05%
Print advertisement-2.56%
parent surveyWe distributed an electronic survey to parents of MSUM students via email. The survey
consisted of 19 multiple choice and short answer questions. The collection of data was used
to determine parent’s thoughts, perceptions and attitudes of online and mobile banking.
The survey was also used to determine parent’s preferred method of sending money to their
children.
17

1. Do you have a child who is currently enrolled at Minnesota State University Moorhead
(MSUM)?
a. Yes
b. No
Yes-100%
No-0%
2. Which age category does your child enrolled at MSUM fall into?
a. 18-24
b. 25-30
c. 31+
18-24-7 parents (77.78%)
25-30-2 parents (22.22%)
31+-0 parents (0%)
3. Which age category do you fall into?
a. 40-50
b. 51-60
c. 61-70
d. 71+
40-50-8 parents (88.89%)
51-60-1 parent (11.11%)
61-70-0 parents (0%)
71+-0 parents (0%)
4. What is your gender?
a. Female
b. Male
Female-7 parents (77.78%)
Male-2 parents (22.22%)
5.How many children do you have?
18

6. Do you own a smartphone?
a. Yes
b. No
Yes-100%
No-0%
7. What concerns do you have with handling finances electronically (online or mobile)?
8. Would an online payment service that is offered through your bank rest some of your
concerns?
a. Yes
b. No
Yes-8 parents (88.89%)
No- 1 parent (11.11%)
9. What can a company do to put your mind at ease about sending money electronically?
10. Which of the following do you use?
a. Online banking
b. Mobile banking
c. Both
d. Neither
Online banking-66.67%
Mobile banking-0%
Both-0%
Neither-33.33%
11. Do you consider third party banking website credible? For example PayPal.
a. Yes
b. No
19

No-4 parents (44.44%)
12. In what situations do you make person-to-person transactions?
13. How often do you send money to your child/children per month?
a. 0-3
b. 4-7
c. 7-10
d. 10+
0-3-77.78%
4-7-11.11%
7-10-0%
10+-11.11%
14. What method do you use to send money to your child/children?
a. Cash
b. Checks
c. Mobile payment service
d. Online payment service
e. Wiring money through your bank
Cash-33.33%
Checks-41.67%
Mobile payment service-0%
Online payment service-8.33%
Wiring money through your bank-16.67%
15. Do you think it would be easy and convenient to send money to your child/children
electronically using a mobile app?
a. Yes
b. No
16. Do you think it would be easy and convenient to send money to your child/children using
an online website?
20

a. Yes
b. No
No-1 parent (11.11%)
17. How comfortable do you feel with sending money electronically (online or from a mobile
app on a smartphone or tablet)?
a. Very uncomfortable
b. Moderately uncomfortable
c. Moderately comfortable
d. Extremely comfortable
Very uncomfortable-5 parents (55.56%)
Moderately uncomfortable- 2 parents (22.22%)
Moderately comfortable-2 parents (22.2%)
Extremely comfortable-0 parents (0%)
18. Does your child/children use the same bank as you?
a. Yes
b. No
Yes- 5 parents (55.56%)
19. Please rate the following in order of importance to you in concern with person-to-person
payments. ( 5 stars being the most important and 1 star being the least).
• Security
• Speed
• Convenience
• Cost
• Using services offered through your bank
banker surveyWe conducted personal interviews with 5 financial institutions in the Fargo-Moorhead area.
The interviews consisted of 14 questions. The financial institutions that were interviewed were
Bell State Bank & Trust, US Bank, Gate City Bank, Northwestern, and Wells Fargo.
21

1. Does your bank receive incentives for offering Popmoney services?
2. Does your bank pay money to offer Popmoney services?
3. Do you personally promote Popmoney to customers? If so, how?
4. On average how many customers do you interact with face-to-face per day?
5. Would you make more of an effort to promote Popmoney to customers if you receive
personal incentives?
6. Does your bank promote Popmoney to its customers? If so, how?
7. If a customer uses Popmoney through your bank’s website is it free?
8. Are fraudulent transactions made through Popmoney services protected by your bank?
9. How many customers at your bank have made transactions using Popmoney?
10. What method do most of your customers send money and receive money to and from
another person?
11. Do you feel that your bank’s customers generally trust or distrust electronic (online or
mobile) payment services?
12. What are the advantages of customers using an electronic person-to-person payment
service such as Popmoney?
13. What are the disadvantages of customers using an electronic person-to-person payment
service such as Popmoney?
14. Are all of your bank’s employees educated about Popmoney services?
Focus groupDuring our primary research, our team conduct a focus group to gather more information. By
conducting a focus group we were able to interact with our target audience, observe their
actions and reactions towards our questions about Popmoney.
We enticed our target audience to attend our focus group with donated sandwiches by
Erbert & Gerbert’s. Eleven members of our target audience attended our focus groups;
seven males and four females.
22

We started our focus group with ice breaker questions. From there, our audience discussed
how technology and computers are top trends, for their age group. iPhone and Window
phones were the only phones the members of our focus group owned. They chose these
phone because they find them easy to use, enjoy the access to the internet and for the high
convenience level(s) they offer.
To know more about how to present Popmoney to our target audience, we must know more
about them. In their free time our focus group participants like to stay healthy by working
out, watching movies with friends, discovering new and trending music, they enjoy traveling,
enjoying the outdoor, reading and going out with friends. The most respected and trusted
way, the members of our focus group heard about events happening, was word of mouth,
and person-to-person. Socially, they use Twitter, Facebook then email, to hear about events.
When questioned about what outlets they use for their personal finances, 50 percent of
individuals prefer walking into the bank, 30 perfect strictly use online access and 20 percent
use their banks drive-thrus. The number one answer to how they pay people back was by
checks. From there they use cash, or using a “I’ll buy next time” method. Group members
were willing to change they way they paid others if the method was convenient, easy to use
or if others were using it.
All members of our focus group agreed, they would be more interested in a person-to-
person pay service if they could use it for free. They also emphasized the importance of
sending/receiving money in a quick timely manner. They also agreed they would be more
willing to trust a service, such as Popmoney, if their bank offered and supported it.
PROMOTIONAL MATERIALS
23

EVENT DESCRIPTIONS
Our first event took place on February 12th, 2014 from 10 am to 3 pm. We had two booths,
one located in the Comstock Memorial Union, our student union. The other booth was
located in a high traffic area in Maclean one of our campus buildings. The event was a
download sweepstakes where we asked students passing by to download the mobile
application Popmoney. If they did and showed up, they were entered into a sweepstakes
drawing to win $40. Blowpops attached to informational cards were also available at the
booths.
Results: We had 57 students download the mobile application.
APP DOWNLOAD CONTEST
PARTY WITH POPMONEYThe second event we did took place on February 26th, 2014 from 5-6 p.m. The event theme
was ‘Party with Popmoney’. Free pizza and pop were available to everyone that came.
There was also a contest drawing to win $50 cash, Dragon Café gift cards, Old Chicago
gift cards, and Erberts and Gerberts boxed lunches. Northwestern Bank, a local bank
that promotes Popmoney, also attended the event. Northwestern provided another prize
consisting of a small popcorn maker and accessories if you took their survey.
Results: We had 14 people attend the event.
25

BUDGET
SOCIAL MEDIA ANALYTICS
26
SCHEDULE
We constructed a social media dashboard during the post-implementation phase. This
dashboard shows which posts worked and which didn’t, and allowed us to evaluate the
strength of our social media outreach. The dashboard can be found on the next page.

MSUM PAY OTHER PEOPLE SOCIAL ANALYSIS - FEBRUARY 2014
FACEBOOK
Total Fans Reach Page Like Sources
Post Clicks Likes, Comments and Shares
Top Posts by Engagement
TWITTER
Total Followers Engagement Top Tweets by Engagement
INSTAGRAM
Followers Engagement Top Post by Engagement
LISTENING ANALYSIS
Media Type Conversation Cloud Sentiment Internal vs. External Mentions
Demographics Top Hashtags
Total Mentions:
@MSUMPayOtherPPL
Topic Trends
Engagement
97
47
291
18
85
4
Likes Comments
February 2014
86
9
Retweets Mentions
16
0
0
People Reached: 308
Post Clicks: 83
Other Clicks: 25
Photo Views: 58
Engagement Rate: 17%
0
5
10
15
20
25
30
35
0
100
200
300
400
500
600
700
800
1-Feb
2-Feb
3-Feb
4-Feb
5-Feb
6-Feb
7-Feb
8-Feb
9-Feb
10-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
21-Feb
22-Feb
23-Feb
24-Feb
25-Feb
26-Feb
27-Feb
28-Feb
Reach People Talking About This
2
14
15
33
Hovercard
Page Invite
Mobile
Page Profile
Like Sources
11
2
0
People Reached: 495
Post Clicks: 126
Other Clicks: 0
Photo Views: 126
Engagement rate: 26%
9
2
0
People Reached: 159
Post Clicks: 5
Other Clicks: 2
Photo Views: 3
Engagement Rate: 6%
4
8
0
People Reached: 320
Post Clicks: 14
Other Clicks: 2
Photo Views: 12
Engagement Rate: 5%
5 5 4
5 Retweets
8 Favorites
5 Retweets
8 Favorites
4 Retweets
3 Favorites
74
17
2
Likes Shares Comments
21%
79%
Positive Neutral Negative
53%
47%
Internal (Twitter + Facebook Posts)
Fans/Followers/Friends
1
2
4
69
175
Blogs
Aggregator
Mainstream News
Facebook
Twitter
251
0
5
10
15
20
25
30
Mentions
1
2
3
23
80
105
#Olympics
#MSUM
#Popmoney
#SuperBowlSunday
#MakeYourMoneyPOP
#MSUMpopmoney
81%
19%
Male Female
MSUM PAY OTHER PEOPLE SOCIAL ANALYSIS - FEBRUARY 2014
FACEBOOK
Total Fans Reach Page Like Sources
Post Clicks Likes, Comments and Shares
Top Posts by Engagement
TWITTER
Total Followers Engagement Top Tweets by Engagement
INSTAGRAM
Followers Engagement Top Post by Engagement
LISTENING ANALYSIS
Media Type Conversation Cloud Sentiment Internal vs. External Mentions
Demographics Top Hashtags
Total Mentions:
@MSUMPayOtherPPL
Topic Trends
Engagement
97
47
291
18
85
4
Likes Comments
February 2014
86
9
Retweets Mentions
16
0
0
People Reached: 308
Post Clicks: 83
Other Clicks: 25
Photo Views: 58
Engagement Rate: 17%
0
5
10
15
20
25
30
35
0
100
200
300
400
500
600
700
800
1-Feb
2-Feb
3-Feb
4-Feb
5-Feb
6-Feb
7-Feb
8-Feb
9-Feb
10-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
21-Feb
22-Feb
23-Feb
24-Feb
25-Feb
26-Feb
27-Feb
28-Feb
Reach People Talking About This
2
14
15
33
Hovercard
Page Invite
Mobile
Page Profile
Like Sources
11
2
0
People Reached: 495
Post Clicks: 126
Other Clicks: 0
Photo Views: 126
Engagement rate: 26%
9
2
0
People Reached: 159
Post Clicks: 5
Other Clicks: 2
Photo Views: 3
Engagement Rate: 6%
4
8
0
People Reached: 320
Post Clicks: 14
Other Clicks: 2
Photo Views: 12
Engagement Rate: 5%
5 5 4
5 Retweets
8 Favorites
5 Retweets
8 Favorites
4 Retweets
3 Favorites
74
17
2
Likes Shares Comments
21%
79%
Positive Neutral Negative
53%
47%
Internal (Twitter + Facebook Posts)
Fans/Followers/Friends
1
2
4
69
175
Blogs
Aggregator
Mainstream News
Facebook
Twitter
251
0
5
10
15
20
25
30
Mentions
1
2
3
23
80
105
#Olympics
#MSUM
#Popmoney
#SuperBowlSunday
#MakeYourMoneyPOP
#MSUMpopmoney
81%
19%
Male Female
27

Popmoney Public Relations Campaign

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