Capital One 360

Matt Kane, Rebecca Fluhr, Danielle Brizel, Ana Lorena Ramos Stanziola, Melanie Katz, Yao Qin

Table of Contents

Executive Summary........................................................2

Situation Analysis.......................................................3-7

Problems and Opportunities.........................................8

Target Audience & Profiles and Personas................9-10

Research..................................................................11-12 Overview & Objectives....................................11 Key Insights.....................................................12

Strategy: Big Idea........................................................13 Mobile........................................................14-15 Inbound.....................................................16-17 Advertising................................................18-19 Social Media..............................................20-21 Sales & Promotions.......................................22 PR...................................................................23 Partnerships...................................................24 Promotions & Deals......................................25 Direct Marketing...........................................26

Budget.........................................................................27

Campaign Evaluation.................................................28

Appendix.....................................................................29

Executive Summary

Page 2

Wake up, shower, go to class or work, eat, come home, stay up watching Netflix or doing more work, sleep. Sounds a little monotonous, right? The truth is that this is the average day of most Millenials, especially those among the 18-30 demographic. This is a stressful period where the members of this demographic tran-sition from being students to working professionals, and they face many challenges along the way. So what’s stopping them from breaking the regiment of real life? The answer is simple: money.

Whether it’s a lack of money or not knowing how to spend it, financial issues affect nearly all Millenials. These consumers view banks and other financial institutions as confusing and distrustful, which only adds to their money struggles. Capital One has the opportunity to be the solution to these problems.

Over the past few months, our team has conducted extensive research in order to understand how Capital One can form lasting relationships with members of this demographic in order to secure them as customers. This is an objective that Capital One is already trying to meet with its 360 Cafe, but the messaging behind the cafes is weak. Consumers are struggling to see the connection between the cafes and Capital One as a financial institution.

If Capital One wants to be known among this demographic as a strong brand and bank, they need to go beyond serving coffee. They need to position themselves as a means for Millenials to achieve both their financial and personal goals. Through our research, we discovered that millenials want to live a happy, fulfill-ing lifestyle, and to be the best version of themselves that they can be. Our team has developed an integrated marketing campaign that will help this generation achieve its goals, while establishing Capital One as an integral part of that journey.

Each execution of this campaign - from our 360 Lifestyle app to our 360 For Life blog - will provide the tools that Millenials need to succeed. As they transition from taking classes to taking job offers, Capital One will be there every step of the way and enable them to be who they’ve always wanted to be.

Situation Analysis

Page 3

Competitive Analysis

American Express Key Benefit: the world’s largest card issuer by purchase volumePosition Relative to Competition: online banking, dedicated to serving customers 24/7 around the world Messages/ Media Strategies: “Make Life Rewarding” television and print advertisements, social media, direct mailStrengths: geographically diverse business, global market leader; loyalty programs for customers; easy to use, well-known for its credit card, charge card, and traveler’s cheque businessesWeaknesses: lacking in debit card services at the point-of-saleProduct Portfolio: American Express provides charge and credit payment card products and travel-related services to consumers and businesses. Bank of America Key Benefit: largest bank holding company in the United StatesPosition Relative to Competition: Bank of America has a financial management program called “Better Money Habits”Messages/ Media Strategies: Helping people understand their money and how to build “Better Money Habits” through direct mail social media, print and televisionStrengths: strong brand name; largest bank in American marketWeaknesses: lawsuit and litigation; overdependence on the USProduct Portfolios: The company serves individual consumers, small and middle market businesses, corporations and governments with a range of banking, investing, asset management and other financial and risk management products and services. Discover Financial Services Key Benefits: Great rates, free features to help consumers build their savingsPosition Relative to Competition: online savings accounts, 24/7 customer serviceMessages/ Media Strategies: “build your savings, plan your retirement”; social media, direct mail, print and televisionStrengths: large network, good credit quality, stable card member baseWeaknesses: much smaller than Visa and MasterCard; lower spending per card than peers. Product Portfolio: credit cards, online saving services, loans, gift cards

Situation Analysis

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Market Analysis

Current Size of Market:As the FDIC reported, there were 5,876 nationally chartered commercial banks in the United States at the end of 2013.

Those banks had more than 1.925 million employees and held $13.67 trillion in assets. Industry net income totaled $154.7 billion, a 9.6 percent increase over the 2012 total..

Projected Growth/ Decline of Market:

According to a survey by the Federal Reserve found, increasing numbers of adults were using their smartphones and tablet applications for mobile banking, with double-digit rates of annual increase in the early 2010s. More mobile phone and mobile Internet users were also paying their bills through those devices. Another research by the Pew Research Center

shows that by the middle of 2013, 51 percent of U.S. adults were banking online, with 32 percent banking through their cell phones.

Potential Profitability of Market:According to the Consumers and Mobile Financial Services 2014 report by DCCA, individuals in the 18-39 demographic comprised 39 percent of mobile banking users. The adoption of mobile banking has continued to increase in 2013. Just over

33 percent of mobile phone users in the survey reported that they used mobile banking in the past 12 months. This is an increase from the nearly 28 percent of mobile phone users who indicated that they used mobile banking in the 2012 survey,

and 21 percent in the 2011 survey. Use of mobile banking is substantially higher for smartphone users at 51 percent, up from 48 percent in the 2012 survey, and 42 percent in the 2011 survey. This suggests that as smartphone adoption continues

to increase, mobile banking will increase as well.

Mobile banking adoption rates will continue to increase; an increasing amount of consumers (especially those with a high income) will start to use online-only banks. The research also shows that the increasing percentage of millenials using mo-

bile banking means that they could fuel the majority of profits in the future.

Barriers to Entry:Consumers generally have a low affinity with apps and an even lower desire to spend time on their finances, which could

cause potential problems for new banking apps.

Situation Analysis

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Internal Analysis

Company & Culture Business Portfolio

Capital One’s mission• Capital One is focused on helping customers save

money and time. Capital One’s culture• They take pride in encouraging their associates to

think independently and differently in a collaborative setting. They value creativity among employees, cross communication and diversity.

Capital One’s identity• Capital One has two key values that employees incor-

porate in every aspect of the business: Excellence and Do the Right Thing. They are a trustworthy and inno-vative bank that takes a stance to new banking. They are a customer focused company that is “committed to delivering a convenient experience that meets (their) customers’ high expectations”

How ambitious is Capital One • They set high expectations for growth and revenue. In

Capital One’s annual report, the CEO mentions that their expectations for their annual revenue were $22.5 billion and delivered $22.38 billion. Their stock prices increased strongly from $57.93 in 2013 to $76.61 in 2013. (2013 Capital One Annual Report).

Capital One Risks• The Capital One 360 Cafes are a prime example of

a risk that management took to make changes in the banking industry and take innovative steps towards the future of banking. They are reinventing their branches from traditional bank branches to hip cafes that work as a collaborative space of banking: “It’s a departure from the traditional banking experience that people have come to know,” states Capital One spokeswoman Amanda Landers.

Business Portfolio• 360 Checking, 360 Savings, Capital One Money, Kids

Savings Account, Business Savings Account, IRA, Mortgage

• Capital One Top Credit Cards: Venture, Quicksilver, Spark Business

Company’s Earnings Growing• Capital One’s earnings have consistently increased over

the years. Analysts predict that in the next five years, Capital One expects further growth. This year, analysts predict a 3.91% increase in earnings. (Nasdaq)

Situation Analysis

Page 6

Internal Analysis

Key Benefits USP & Brand Image

• Journey Student Rewards Credit Card for students with limited or average credit: earn cashback on all purchases, no annual fees free credit tracker, online, next step for a higher line credit card

• MONEY Teen Checking Accounts: earn interest, has no fees and offers useful money management tools for teens and their parents.

• For saving rather than spending, Capital One’s Kids Saving Account provides all the same benefits of the adult account, an excel-lent alternative to the traditional piggy bank.

• no fees or minimums, 38,000 free allpoint ATM’s, ATM app locator, online banking

Unique selling point

• Capital One 360 café - offers Capital One app, 50% off all Peet’s coffee if you have a Capital One credit card, stress free and friendly banking environment

• Staff offers support and guidance. Students can feel safe and are in a nonjudgmental envi-ronment where the banker guides you rather than tell you what to do. You are in control.

Brand Image

• The brand combines retail and digital chan-nels to create the brand image. The Capital One 360 Café (retail) is a visual representa-tion of the brand through the space, colors, services and employees representing the brand. The digital aspect of the brand is con-veyed through their social media platforms, in-store digital platforms, and Capital One app that allows consumers to gain insight about the brand identity.

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Situation AnalysisEnvironmental Analysis

Technology

Government

Strategic Uncertainty

• Online banking has been evolving over the last decade and allows for shorter transactions times, quicker

response times. Offerings that were once considered “value added” services are now basic expectations for consumers:

this includes interest calculators and credit checking.• Social media allows for deeper niche targeting through

online educational services offered through platforms like YouTube,

• “Glocal” banking capabilities: Banking services that are linked up across geographies, yet allow local services on the go. Multi-country, multi-currency, multi-market capabili-

ties are the new in thing in online banking services.• Dynamic and mobile account monitoring and around-the-

clock alerts.• Predictive banking: knowing what bank consumers need

and want before they are able to realize it themselves through the use of big data

• Millenials are becoming more demanding of banking rescources that are tailored to them. This means that Capital One must adopt technology that caters to the per-

sonalization desires of its segments

• The presence of many new social networks means that Capital One must begin to

create more cohesive messages across each of the networks it is present in. This can only be achieved through consistency in

tone of voice across its social media chan-nels.

• Government regulations on banks are becoming increas-

ingly more stringent. Banking advertising must fall in line

with FDIC regulations

• Government regulations guiding the banking indus-try in areas such as lending and mergers have increased with the introduction of the

Dodd-Frank Act and Vlocker rule

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SWOTStrengths Weaknesses

Opportunities Threats

• Has adequate capital to lend as a financial institution

• Equity nearly doubled between 2011 and 2012

• Higher capital ratio than the average finan-cial institution.

• High Credit Quality• Skilled at the “test and learn process.” Capi-

tal One conducts over 30,000 usability tests a year.

• Offers a wide variety of credit cards and credit services that meet the needs of a wide variety of clients.

• Have high visability in major metropolitan areas through advertising.

• Regularly interacts with local communities around its locations through community events and charitable drives

• Geographic concentration of Capital One banks makes them less accessible in some areas.

• Majority of revenue from domestic sources

• Most teenagers who have credit cards do not use them regualrly and typically have balances of $50 or under.

• Percieved fragmentation between the Capital One and Capital One 360 brands.

• Aggregate loss of household income by 18% due to the impacts of the recession.

• High customer complaint rate relative to comparable banks.

• Continued growth in the banking sector post- recession

• Historical stimulus packages which con-sisted of buying bonds to boost the weak economy.

• Strategic acquisitions for growth and expan-sion via pre-existing financial institutions.

• As of 2010, only 10% of teens had credit cards, a ripe market relative to other more saturated segments.

• Generation X and Y are largely financially illiterate, providing opportunities for finan-cial education

• Large amount of people looking to re-build their credit after the recession.

• Big data as a means of providing more tai-lored services to customers

• Industry moving away from fee-based trans-actons

• Small businesses healthier post-recession and taking out more loans

• Millenials want a bank where they feel like they belong

• Banking industry is highly competitive• Low interest rate environment means poten-

tially lower interest rate yields• Dodd-Frank Wall Street Reform limits the

amount of opportunites banks have to merge and expand competitively.

• Teens can be a liability hazard for credit card companies, as they are more likely than other demographics to only pay their minimum bal-ance.

• Capital One Cafe is positioned to compete against the likes of stronger coffee companies like Starbucks and Dunkin’ Donuts.

• Potential confusion between Capital One and Capital One 360 could endanger brand equity if it remains unbridged.

Buyer Personas Name: College Student Carly

Background (career, job, family): • Collegestudentenrolledinatwo-yearinstitution• Worksanaverageof2hoursaday,attendsclassesanaver-

ageof3hoursadayandparticipatesinsportsandleisureactivitiesanaverageof4hoursaday.

Demographics:• Skewsfemale• 18-21• Averagehouseholdincomeof$60,000,financiallydepe-

dentonparents• Livesoff-campus

Identifiers:• Morepronetodepressionandanxiety• Preferstocommunicatethroughtextandsocialmedia• Prefersin-personmeetingsatworkovercommunicating

throughtechnology

Goals:• Buildlong-term,intimaterelationships(wantstofeel

important)• Debtreductionandfinancialsecurity• FinancialIndependencefromfamilyoneday• Notbeindebtwhentheyarecomingoutofcollege

Challenges:• Hasasignificantamountofstudentdebt;$13,000ormore

owedinstudentloans• Hasnobudgetandhasreceivednoformaleducationin

financialmanagement

What we can do:• Offeronlinefinancialliteracycourses(57%ofcollege

studentsexpressedinterestinthis)whichwillallowthemtousetheirbankasaspringboardtoachievinganexcitinglifestylewhilestayingfinanciallyresponsible.

• ShowthemthewhatCapitalOneofferstohelpthemgainfinancialindependence.

Real Quotes:• “WhenIgooutwithmyfriends,Idon’tliketocheckmy

bankaccountuntiltheendofthenight.Ijustwanttohavegoodtimeandnotworryaboutmoney.”

• “Financesarereallycomplicated,soIhavemyparentsmanagemymoneywheneverIcantobesurenothinggetsmessedup.”

Common Objections:• Inabilitytosavemoneyforthefuturebecauseofday-to-

daylivingcosts• Intimidatedbymoneymanagementstrategies

Marketing Messaging:• ThroughSocialMedia,TV• Marketingatcollegeswithpamphlets,posters,etc.

Elevator Pitch:• ShowthemhowCapitalOneofferseasysavingaccounts

thatwon’tchargethem,creatinganeasywaytosavefortheirfuture.

Shared Interests and Concerns:

• Desiretopartici-pateineventsandexperiencesthatwillshapetheirperson-alities.

• Fearofmissingoutonimportantexpe-riencesbecauseofalackofmoney.

• Notenoughtimeormoneytomaintainahealthylifestyle

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Name: First Job Felicia

Background: • Recently graduated from Emerson College with a

degree in Marketing • Recently got a job as a marketing associate

Demographics: • Father’s income of $150,000 • Suburban • Female • 22-24

Identifiers: • Prefers email/phone calls • Social media • Stress/anxious

Goals• Get on their feet financially• Begin saving • Work their way up

Challenges: • Low income • Little career experience • Having more than one job • Paying bills for the first time

What can we do: • Help them manage their savings • Show them how to make a budget

Real quotes: • “I had to skip buying groceries this week because

my bills were due and I couldn’t afford both.” • “My regular job doesn’t pay enough to support the

lifestyle I desire, so I’ve been working side jobs as a means of extra income.”

Common objections: Scared to apply for a credit card

Marketing messaging: • Social media and TV

Elevator pitch: • Our products give you the ability to manage your

money on the go, and we help you create a budget to help you get on your feet financially.

Name: Young Professional Patrice

Background:• Working for a few years and already got a promo-

tion.• Serious person that is looking to move up the cor-

porate ladder.• Lives alone or with a roommate.• Income goes to: rent, fashion, latest technology,

car and health insurance payments, entertainment, traveling.

Demographics:• Average Income: $70,000• Educated with a college degree (masters degree)• Female• 25-30

Identifiers:• Prefers email/phone calls• Social media savvy• Not a lot of free time but when she does go out, it’s

with work friends to a bar or restaurant. On week- ends she goes to a yoga class.

• Shops at Whole Foods or Trader Joes and for clothes goes to Banana Republic or Nordstrom.

Goals:• Start making investments on more expensive pur-

chases (down payment on an apartment or a car)• Looking for a better credit card where she can save

(points) such as Visa or a Master Card• Higher position at work and more income to spend• Paying of all student loans from grad school

Challenges:• Mid-stage income• Focus on career, have no time to do nothing• Think about buy a personal own house• Have a new car

What can we do:• Help them manage their salary• Help them use extra money do some small amount

investments

Real quotes:• “Now that I have more income than before, I just

want to learn how to invest it to make it work for me.”

• “I barely have time because 100% of my attention goes to my career.”

Common objections:• Building a credit line is difficult to do.

Marketing messaging:• Social media, apps, TV

Elevator pitch:• “Our bank is a reliable friend to help you manage

your investments and help you plan for the next objectives in your life.”

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Research.

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Overview:

Objectives:

Secondary Objectives:

• Conductedsecondaryresearchtofurtherunderstandthemind-setsofMillennialsregardingthebankingindustry

• DeterminehowthethreesegmentpersonasinteractwithandperceivetheCapitalOnebrand

• IdentifypainpointsofthreepersonasandidentifyhowCapitalOne360canreducetheirstressandfearofbanking.

• Analyzemarkettrendsofthenewbankingera• Exploreemergingtechnologiesandtrendsinthebank-

ingindustry.

• AnalyzednewbankingindustrythroughMRIandMintel.• ExaminedastudybyRufusLeonardcreativeagencyin

Englandwhoconductedastudyontheneweraofbankingthrougha5-dayresearchbainstormwithglobalMillenialparticipants.

• DatafromindustrysourcesincludingForbes,AdWeek,WBUR,WhartonUniversityofPennsylvaniaandNielsen.

• UtilizedHubspotAcademyinboundmarketingresources.

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Key InsightsBased on the following research we have multiple insights on our key target audience: A quick overview of the facts:

• “There are 80 million millennials in the U.S., they are early adopters of new digital, social and mobile tools and strive for a healthy lifestyle.” – Forbes

• “Young professionals and recent graduates must take control – the culture over supporting young adults must change”

– WBUR

• “Millennials regard banking and financial services as overly complex and old-fashioned needing simplification.“

- Rufus Leonard research

• “Brand loyalty in banking is very low among this age group —99% claim to be ready to swap banks, and 12% would swap bank brand for a free monthly coffee.”

-Rufus Leonard research

• “Millennials are especially concerned about the ethical behavior of the banking and finance industry—1 in 3 18- to 24-year-olds most value sustainability in a bank.”

- Rufus Leonard Research

• “Younger bank customers want greater control over their fi-nances with banks more open and inclusive in the decision-making processes. “ - Rufus Leonard research

These insights led us to our big idea. All these factors and prob-lems are solved through our new app that will take all of these insights into consideration.

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Strategy:The Big Idea

Our big idea revolves around Capital One making something their customers feel they need to use in everyday life: a life balance mobile application called 360 Lifestyle. This application will help them balance their spending according to their interests. The initial download of the application is free. When you first download the application, you pick your day to day interests, like fitness or travel, give your age, occupation, and place of residence. This creates a profile for you, including clickable icons for your interests where you can see how you’re spending your money in those areas. Capital One members will have an easier time using the app, but non-members can also use the app without the full benefits of it. These benefits include being able to get deals/discounts in your city through Capital One partnerships with companies or venues in the area. The main page includes being able to view your account balance and create a savings plan of your lik-ing. It will also be able to show you how much you’re spending on your interests through a pie chart. The 360 Lifestyle application is what our plan for Capital One 360 revolves around because it encompasses the relationship we want to be creating with the mem-bers.

Mobile.

Mobile.

Why Inbound?Our campaign was inspired by an inbound marketing philosophy, which states that instead of marketing at consum-ers, you should let consumers come to you. It has become much harder to use traditional marketing techniques such as commercials and online ads because the average consumer doesn’t pay attention to these techniques - only 23% will read a print ad, and only 7% will read an online ad. There’s an even lower chance that consumers will take action after viewing traditional ads. According to our research, the average click through rate of display ads is 0.1%, even though the aver-age user recieves 1700 display ads a month. You have a higher chance of getting into MIT or being in a plane crash than clicking on a display ad.

In order for our campaign to work, an inbound strategy will need to be woven into everything we do. On one hand, inbound marketing is around 60% cheaper than traditional marketing. On the other hand, nbound techniques will allow us to start conversations around our brand messaging, which will entice consumers into using the 360 Lifestyle App and subsequent Capital One products, rather than us having to advertise to them.

Inbound Components:

Blog (360 for Life)Execution: 360 for Life will be a blog hosted on Capital One’s website that contains educational, fun content themed around demographic interests. For example, a sample post would be “What Game Of Thrones Can Teach Us About Budgeting”. The blog will be heavily promoted and will be made accessible through the app and Capital One’s website. The majority of posts will be written by Capital One employees.Objective: help target audience be the best version of themselves by educating them on financial issues in a fun, appeal-ing manner

SEOExecution: Multiple keywords will be used in all online marketing assets, including the website and blog. Some of these terms include, but aren’t limited to: financial stress, student finance, post-grad finance, student financial education, post-grad financial education, budgeting guide for millenials, credit card guide for millenials, etc.Objective: optimize blog and other web platforms in order to effectively drive traffic to Capital One’s products

Content MarketingExecution: Our team would create fun, visual content that educates millenials on financial issues. The example we’ve included is built around an eBook entitled “Funding Your Adventure”, which would show consumers how to budget around traveling. Each resource would contain a landing page with a form that users would have to fill out before gain-ing access. The landing pages would come with CTA’s that can be used to promote each resource.Objective: utilize Capital One’s consumer resources to start conversations around the company’s products (including the app). This content marketing strategy will also allow Capital One to collect user data to improve future marketing campaigns.

Inbound Examples

Blog:

Landing Page:

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AdvertisingPrint

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AdvertisingVideo

Social Media

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Our research showed that while Capital One is doing well with certain social channels, they have wide room for improvement with others. The social media component of our campaign will create a unique voice for the Capital One brand by increasing both interaction with consumers and the amount of origi-nal content posted.

InstagramThe majority of new social media content will come from Instagram, as it’s the fastest growing social net-work. Our campaign will focus on “Instagraphics” - quick, shortened infographics with financial service information that are optimized for Instagram.

TwitterCapital One already has a strong Twitter presence, but our campaign will put an increased emphasis on using the service to promote blog posts and other social media content in order to more closely align it with the brand. We will also be introducing the hashtag #360ForLife as a customer service hashtag.

YoutubeOnce every two weeks, we will have a video showcasing how customers used Capital One products to help balance their lifestyles. For example - a video showing how someone saved up money for Coachella. All videos will feature the 360 Lifestyle app.

FacebookThis social media channel is slowly being abandoned by millenials - as a result, it will mainly be used to promote content and answer customer service questions.

Social Media

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Sales & Promotions

Capital One 360 will have promotions that complement customer lifestyles and help them in whatever stage of their life they are. The app will notify them of these events/pro-motions based on their needs and interests they provided.

College Students: resume and interview workshop, a class on how to start and maintain a budget, take part in Capital One’s annual volunteer day, “first thursday” event, experts come to speak how to find and apartment and be a responsible tenant what are the chal-lenges of living by yourself for the first time.

Young Professionals: free nutrition class for health enthusiasts, free yoga session, cocktail night drinks under $5 (social event), “first thursday” first thursday of every month 360 cafe can host a event where artist, musicians, comedians can come to perform and show their work,

Professionals: “save day” plan a session on how to start saving or investing: buying your first car, house, etc. “family day” take your child for an information session on the basics of finance, travel guide - have a travel blogger speak about the top five places to visit and how to save money.

Public Relations

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The Reach of PR:According to a recent study by the PewResearch, half of all Americans primarily recieve their news online. This means that while traditional PR typically targets broadcast news sources, Capital One must target Mil-lenials where they consume the majority of their information: online.

Our PR campaign will create relationships with media professionals at top-ranking online news sites. We will har-ness the influence of these reporters and editors to establish credibility and “likability” amongst Capital One’s Millenial target segments.

Monthly circulation of top news sources by segment:

College Students & First Jobbers On-Their-Ways

Buzzfeed: 11,612,442

Slate: 2,693,420

Wired: Online: 1,577, 218 Print: 917,580

USA Today: Online: 3,803,249 Print: 2,862, 229 (daily)

Wall Street Journal Online: 6,900,000 Print: 2,378,827 (daily)

All Segments:

Colbert Report: 1.1 million viewers

Daily Show: 2.02 million viewers

New York Times: Online: 28 million Print: 1,865, 315 (daily)

PR Approaches to Target Reporters

PR syndicate services: PR Web

Inbound leads through relationships at the PR agency

Outbound leads achieved through oureach to journalists personally or by request (I.E. Help A Reporter Out)

Partnerships.

Uber DiscountMassages Gilt Groupe

Groupon Discount Discounted Event Tickets Restaurant Discount

Discounted Cooking Class Gym Memberships Partner Dance Classes

College Students

First Jobbers

On-Their-Ways

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Promotions & Deals

Capital One 360 will have promotions that complement customer life-styles and help them in whichever stage of their life they are in. The app will notify them of these events/promotions based on their needs and interests they provided. College Students:• Resume and interview workshop• A class on how to start and maintain a budget• Take part in Capital One’s annual volunteer day• “First Thursday” event - experts come in to speak about how to find

an apartment, be a responsible tenant , and what challenges come from living by yourself for the first time.

Young Professionals• Free nutrition class for health enthusiasts• Free yoga session• Cocktail night drinks under $5 (social event)• “First Thursday” event - 360 cafe hosts an event where artists, musi-

cians, and comedians can come to perform and show their work Professionals:• “Save the day” - sessions on how to start saving or investing for buy-

ing your first car, house, etc.• “Family day” - take your child for an information session on the

basics of finance• Travel guide - have a travel blogger speak about the top five places to

visit and how to save money.

Direct Marketing

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Direct Marketing.

Direct Marketing Email:

Dear Maria, First and foremost, we would like to thank you for being a loyal Capital One 360

customer. We love having you as part of our Capital One 360 community!

We are celebrating the launch of a new app, 360 Lifestyle, which we have been work-

ing hard in developing over the past couple of months.

This app was developed to help you achieve your goals and become the best version of

yourself. The app offers you several key benefits including:

1) Guides to healthy eating

2) Discounted gym memberships at some of Boston’s most recognized gyms

3) Discounts on Uber rides

4) Free yoga classes

5) Discounted flight tickets

6) Discounts on hotels

7) Volunteer Opportunities

Most importantly, the app is geared towards helping you budget and save your money

so that you can live a better, happier life.

“Be what you’ve always wanted to be.”

Convinced yet? Download the app here.

Need more information? Call our customer service number 000-000-0000 and speak

with one of our representatives who will be happy to answer all of your questions!

Sincerely,The Capital One 360 Team

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Budget

EXPENSES:

Promotions:-Events (in the café)

$500 (food, drinks for around 100 people) -Artists depending on their fame: $1,000 - $400,000

Public Relations:Use of PRWeb: $249 per. press release (One press release a month is $2,988)

Inbound:-Display Ads – Cost per click, set your own bids or choose automatic CPC bidding, where you

let Google technology find you the most clicks possible within your budget. ($0.01) x 1,000 = $10

-Commercials (Hulu) $30 CPM (CPM is the cost per 1,000 impressions. For example, a $1 CPM means $1 for 1000 ad views. For the purpose of ad serving, it is the cost to serve 1,000 ad impressions. You can compare our

rates with other ad management solutions.)

Advertising:-Radio $6,000 - $8,000 (20 commercials, during desired times of day)

-Broadcast television - $110,000 (30 second commercial) -Facebook $8,400

-Print Ad for one full page in color: $2,950

Production:360 Lifestyle App: $52, 800

Campaign EvaluationAt the end of the day, Capital One deeply values the relationships it has established with the

Millennial demographic. One common thread among the members of this demographic is that the majority feel that their current lifestyle doesn’t suit their needs or wants. We want to listen to their concerns, and as a result, we will be examining the effectiveness of each campaign tactic to

meet this objective of helping Millennials be who they’ve always wanted to be.

We have determined that out of 57.18 million Millenials aged 18-30, over 55% (31.449 million) aren’t satisfied with their financial state. During the evaluation process, the results should show

that campaign objectives were met in the following ways:

Innovators/Early Adopters:Percentage of demographic: 16% - 5 million consumers

Goal: Reach 80% of target - 4 million consumers

Early Majority:Percentage of demographic: 34% - 10.69 million consumers

Goal: Reach 70% of target - 7.484 million consumers

Late Majority: Percentage of demographic: 34% - 10.69 million consumers

Goal: Reach 60% of target - 6.415 million consumers

Grand Total: 17.925 Million consumers

We will be measuring the progress of the 360 Lifestyle Campaign in a variety of areas such as:Brand Awareness and Recognition

Inbound and Traditional ImpressionsInteraction with Brand and ProductsOpening of Capital One Accounts

These aspects of the campaign will be measured before, during, and after the execution of each campaign tactic to measure what aspects are working and which aspects need to be improved

upon. Some of the measurement tools we will be using include:Analytics software to look at metrics such as blog reach, number of clicks on ads, number of

visits to Capital One website, etc.Surveys and reviews to determine app sentiment and make sure it’s intuitive and easy to use

Spreadsheets to keep track of media coverage and analyze effectiveness of PR and media relations tactics.

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Appendix

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