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

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

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.

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

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.

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

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.

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)

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)

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.

My Cap: A New Type of App

MyCap: A New Type of App

Inbound

Inbound: Suggestions

Suggestions for www.CapitalOne.com

Improve Navigation Improve SEO Practices

Inbound: SuggestionsNavigation

Inbound: SuggestionsSEO

Keep URLs relevant & filled with

keywords that help consumers find

your content and provide for better

search results

Inbound: SuggestionsSEO

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-education VS

Link Before Link After

Inbound: SuggestionsSEO

Create Keyword “clusters” to

secure top position for keywords

when searched

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/

Inbound: Blog Example

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

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

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.

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

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

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

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.

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.

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)