E*Trade and MillennialsKelsey Dyer

Who is E*Trade?

● Online self-brokerage stock corporation, founded in 1982

● Investors are self-directed and can buy/sell bonds, stocks, etc. via electronic trading platforms or by telephone

● Current Tobin’s Q of 0.14

Who are Millennials?

● Born between the early 1980s and early 2000s● Considered to be confident, self-expressive, tolerant and

the most open to change● On track to be the highest educated generation of all

time● The “Me Generation”

Millennials and Their Money: A Love Story● Only 13% of millennials prefer to invest ● The recession has ended, but the mindset hasn’t● Now is the perfect time to buy

How to Bring Them Together

● On average, millennials spend 18 hours a day consuming media○ 71% state social media as a “top priority”

● They trust content created by their peers 40% more than traditional ads

● Involve real life millennial E*Trade members to create a relationship built on trust

Timeline of Campaign

Campaign Financials

Outcome of Campaign

● Raise Tobin’s Q from 0.14 to 0.25 by end of 2016-2017 fiscal year

● Lower perceived risk of investment● Begin to set millennials up for a comfortable retirement

In Conclusion