Popmoney Batemen Case Study Competition Casebook

Kent State UniversityTeam Blue

Timothy Roberts, Faculty AdviserErin Orsini, Professional Adviser

Helen StewardMichael Lopick Morgan JupinaSamantha Tuly

Sydney Baltrusaitis

Contents Campaign SummaryExecutive Summary 1Situation Analysis 2Secondary Research 2Primary Research 3Publics 4Key Messages 5Goals, Objectives, Strategies, Tactics, and Outcomes 5Obstacles 9Budget Summary 10Conclusion 10Budget 11

AppendixTestimonials A1Theme A2Light The Torch: Kent State A3Anti-Valentines Day Dinner A4Posters A5Social Media A8Media Relations A11Lollipop Displays A18Valentines Day A20Street Team A21Coffee Wednesday A22Leasing Office Partnership A23Additional Research A24

Executive SummaryCollege students are the ideal demographic to adopt Popmoney, a money-sharing app. Between buying books, paying for rent, and social activities, 18-24 year olds rely on borrowing and sharing money in order to cover their expenditures. Kent State Universitys Bateman Blue team found a need for an app like Popmoney existed among students on Kent States campus. The team implemented a campaign to disseminate information about the service and encourage adoption of Popmoney to both on and off-campus students as part of the Public Relations Student Society of Americas Bateman Case Study Competition.

Through both primary and secondary research, the team found that Kent State students had use for the Popmoney app. More than 75 percent of Kent States 22,000 undergraduate students live off campus with 26 percent of off-campus students spending more than $600 per month on rent nationwide. These students have unique spending habits, making them a more viable audience to target than on-campus students. Research showed the typical life of an off-campus college student often involved paying back friends or family. These findings drove the Bateman Blue team to create and implement the Sweeter Than Cash campaign, which primarily targeted off-campus students looking to lead a normal college lifestyle.

The objectives of Kent State Universitys Sweeter Than Cash campaign were to increase the awareness of Popmoney by 20 percent, to drive adoption of the service by 15 percent, and to enlist at least two off-campus leasing offices to promote Popmoney.

During the campaigns 28-day implementation period, Kents Bateman Blue team exceeded its objectives by increasing student awareness of Popmoney by more than 46 percent and motivating more than 15 percent of students to adopt the service. Additionally, two leasing offices agreed to provide information about Popmoney to tenants.

Kent State Universitys Bateman Blue team invites you to read on to learn more about its Sweeter Than Cash campaign.

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Situation AnalysisFiserv is one of the top providers of information management and electronic commerce systems for the financial service industry. Fiserv processes more than 70 percent of all bill payments and 20 billion digital transactions annually. One way Fiserv helps its clients become more efficient is by providing them with a unique digital payment service called Popmoney. This free-to-download service is currently offered at more than 1,800 banks and credit unions and can be used either online or with a mobile device through the Popmoney mobile application.

Although mobile payment services have gained popularity in recent years, the Bateman Blue team found that Popmoney experiences a lack of user adoption by the 18- to 24-year-old demographic at Kent State University. The Bateman Blue team chose to concentrate its efforts on off-campus students, as research on college spending habits showed them to be an ideal demographic. Initial interviews conducted with random students found an unfamiliarity with Popmoney and a lack of consideration of Popmoney as a useful service.

A tailored, highly personal communication and outreach plan aimed at primarily off-campus students, but also involving on-campus students, will help Popmoney address these key issues, demonstrate the value of the service, and attract more students to adopt it.

Secondary ResearchKent State student demographicsWith more than 22,000 undergraduate students, 75 percent of Kent States population are off-campus students. Eighty percent of undergraduate students receive financial assistance from parents, scholarships, grants, or loans.

Spending habits of college studentsThrough part-time jobs and help from parents, the average student income is $1,200 per month. The target audience tends to rely on parents, the most influential group in forming student attitudes toward money, as a source of income. About 84 percent of undergraduate students have at least one credit card and accumulate unhealthy debt.

Students who live off campus spend greater amounts of money on rent, groceries, and entertainment. Of the 75 percent of students who live off campus, 26 percent pay more than $600 a month in rent. In 2011, the average student spent more than $700 eating off campus.

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Popmoney competitorsPayPal: Used primarily for online purchases while Popmoneys service is used for P2P payments. PayPals P2P service involves PayPal as the middle person. Popmoney can be used to send money directly from one bank account to another, without a middle person.ClearXchange: The first U.S. P2P payment network owned by Chase, Wells Fargo, and Bank of America. ClearXchange can only be used to send money to eligible Bank of America customers. Popmoney allows users to send money to anyone with a U.S. bank account.Payza: Popmoney transfers money from bank to bank, while Payza has users create an online account to hold funds. Payza offers different withdrawal options including paying bills online, loading money onto a prepaid card, or transferring money to a bank. Dwolla: Similar to Popmoney, Dwolla allows individuals to send money to email addresses and phone numbers. Dwolla also gives users the option to send money to Facebook friends, LinkedIn connections, and Twitter followers.

Primary Research Intercept surveysThe Bateman Blue team conducted 60 informal face-to-face interviews with Kent State University students to gauge awareness, the number of Popmoney users, and concerns about P2P payments. The teams findings included:

Only one student surveyed had any prior knowledge of Popmoney. Only one student surveyed had used Popmoney prior to the interview. No participant was inclined to use a P2P service because they questioned

security.

Print surveyForty-five surveys were distributed to adults ages 18 to 24, a majority of whom were enrolled in universities across the northeastern United States. Participants were asked a series of questions pertaining to their banking and financial habits. The teams findings included:

Participants encountered an average ATM service charge of $3.10 per transaction.

On average, participants carry $31 in cash on a daily basis. Respondents who affirmed they have a job had an average weekly income of

$241. The top three banks used by respondents were Chase, Huntington, and PNC.

1 Student surveyed had prior knowledgeof Popmoney.

26% Of off-campusstudents paymore than $600per month in rent

75% Of Kent States student body liveoff campus.

$3.10 Is the average ATM servicecharge.

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Focus groupsBateman Blue conducted two formal focus groups, each an hour in duration, with a total of 11 Kent State students. The meetings included inquiries about their spending habits, job status, and first impressions of Popmoney. Each focus group was video recorded and observed through a two-way mirror. The teams findings included:

Students primarily spend their income on rent and utilities, food, alcohol, and entertainment. Students received funds from savings accounts, parents, and jobs. All participants asked for clarification on pronunciation after moderators announced

Popmoneys name. Participants initially believed the service provided a cheap, quick way to make extra money

through odd jobs, and were surprised to learn of the services actual use. When asked to demostrate how they would advertise Popmoney, participants used scenarios

from their everyday life to convey the services benefits. Students would rather pay Popmoneys 95 cent fee than a larger ATM service charge.

PublicsKey publics: Kent students ages 18-24Off-campus students: According to Huffington Post, on average, this group of students pays $600 in rent per month, along with utilities. Students with roommates often need to combine funds to pay rent; however, there are barriers that prevent them from doing so easily. A trust in Popmoney could alleviate these issues by making money transfers between roommates more reliable and convenient.

On-campus students: On-campus students tend to allocate more money toward entertainment as a result of having pre-paid meal plans and housing arrangements. Introducing Popmoney to Kent State underclassmen will lead to increased years of usage as well as an easier transition to off-campus living. Working students: As a result of holding a job, many students are tasked with managing their money and allocating it to different financial funds and needs. Popmoney provides a convenient way for working students to not only spend their money, but request payment when money is owed to them.

Additional publicsStudent media: Student-run media like the Daily Kent Stater, Black Squirrel Radio, and TV2 serve as main sources of news for Kent State students. Each medium individually reaches more than 7,000 students per day, providing them with the latest relevant information. Potential coverage by these outlets will expose Popmoney to the target audiences through trusted news sources.

Local media: Commuter students are exposed to many local papers such as the Record-Courier and Akron Beacon Journal in their homes. Obtaining an article in either of these publications will educate readers on Popmoneys benefits.

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Landlords and apartment complexes: Many off-campus students have the responsibility to collect rent and utility payments from their roommates to pay their landlords. Educating landlords on Popmoneys request funds feature will allow them to suggest the service to both current and potential tenants. As third-party endorsers landlords will educate their tenants on the advantages of Popmoney.

Objectives, Strategies, Tactics, and OutcomesOBJECTIVE ONE To increase awareness of Popmoney among Kent State students by 25 percent by Feb. 28, 2014.

Strategy 1: Special event sponsorshipsRationale: In winter, Kent State students are often cooped up indoors due to the cold and snowy weather conditions. They may become stir crazy, causing them to search for fun, free ways to get out. To alleviate students cabin fever, the team partnered with on-campus departments to provide students with these opportunities.

Tactic 1: The Bateman Blue team hosted a Popmoney information table with lollipop displays at Light The Torch: Kent State, an Olympic-themed, late-night student event sponsored by the Kent State Department of Recreational Services that attracted more than 250 students. While at the event, team members engaged with students one-on-one to explain the benefits of Popmoney and how the students could use the service. Result: The event attracted more than 250 students, 117 of whom visited the Popmoney information table.

Tactic 2: The team partnered with Kent State University Dining Services during its Anti-Valentines Day Dinner at Prentice Hall. The team passed out heart-shaped lollipops tagged with Valentines Day themed messages. At the event, Dining Services provided a photo booth and break-up wall where students could write the reason for their most recent break up. Bateman Blue created pseudo break-up scenarios citing Popmoney as a way to prevent financial quarrels in future relationships.

Key Messages Popmoney is an easy-to-use service. Popmoneys mobile application is useful in everyday college life. Popmoney provides a secure method for mobile money

transfers. Popmoney is a convenient way for off-campus students to

transfer funds.

Increase Popmoney adoption among

Kent State University students ages 18 to 24.

Goal

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Result: While at the event, the Bateman Blue team interacted with approximately 200 students, giving each a lollipop and fact sheet.

Strategy 2: Use controlled media in a factual way to show the benefits of Popmoney.Rationale: Bateman Blue strategically placed educational materials in the places where research showed off-campus students most commonly congregate. These materials served to give a basic understanding of Popmoney and directed readers to the website for further information.

Tactic: The team designed two posters to hang in various places targeted specifically at on or off-campus students, depending on the location. One of the posters was a fact sheet, while the other was a flow-chart leading the reader through the steps of a Popmoney transaction. Result: More than 200 posters were distributed and hung throughout Kent State University and the surrounding community. When conducting evaluation surveys, students who knew about Popmoney often cited the posters as how they found out about the service.

Strategy 3: Engage both on-campus and off-campus students through online interaction in a fun, conversational way.Rationale: The teams research showed most of the targeted students for the Sweeter Than Cash campaign are active on social media. Bateman Blue used Facebook and Twitter to interact with these students.

Tactic: The team implemented a social media plan encompassing both Facebook and Twitter. Facebook was used as a visual medium to update students on the location of the street team and event information. The team used Twitter to generate the use of #SweeterThanCash to promote Popmoney and easily monitor student awareness. A contest was created through Twitter to drive students to the Popmoney website and create buzz around the Sweeter Than Cash campaign. Result: The Bateman Blue Team Facebook page received 36 likes while the #SweeterThanCash was mentioned more than 30 times on Twitter.

Strategy 4: Disseminate information to local opinion leaders.Rationale: Reached out to local media to gain coverage as a way to increase awareness in off-campus students. Media coverage in the local newspaper is a way to reach the 75 percent of Kent State students who commute to school. The Bateman Blue team found that commuter students are likely to view local media.

Tactic: Kents Bateman Blue team personally crafted and delivered a media kit to the Record-Courier, a local media outlet. Within the Valentines Day-themed media kit was a press release, Popmoney poem, posters, orange lollipops, and heart-shaped lollipops. Result: The team did not receive coverage from the Record-Courier.

OBJECTIVE ONE EVALUATION-- EXCEEDEDWhen compared to the benchmark survey, post-implementation survey results found that 46 percent of students said they had heard of Popmoney. Additionally, testimonials reassured that the campaign had cemented positive attitudes toward Popmoney within the student body.

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OBJECTIVE TWOTo drive adoption of Popmoney by Kent State University students by 15 percent by Feb. 28, 2014.

Strategy 1: Educate Kent State students on campus through a grassroots effort.Rationale: College students often operate on a low or fixed budget. By offering free lollipops through eye-catching and noteworthy displays throughout campus, the Blue team gained word-of-mouth awareness from key publics.

Tactic: Kents Blue team handcrafted oversized lollipop displays to be placed throughout the student center and at one academic building with high commuter foot traffic. The displays each contained more than 100 lollipops tagged with Popmoney sayings and #SweeterThanCash. Result: The lollipop displays required daily refills and, in evaluation, proved to be a significant source in increasing awareness of Popmoney.

Strategy 2: Educate Kent State students off campus through a grassroots effort.Rationale: The Bateman Blue team identified off-campus students as a main public for its Sweeter Than Cash campaign. To communicate with them in a fun, timely way, the team capitalized on Valentines Day to reach these students in their homes.

Tactic: On Thursday, Feb. 13 the team visited off-campus apartment complexes and student-leased houses. They placed Popmoney informational posters on doors, along with two heart-shaped lollipops tagged with Valentines Day sayings directing them to the Popmoney website.Result: The team was able to place posters on a total of 336 doors, reaching tenants while generating buzz about the Sweeter Than Cash campaign and Popmoney that students referenced during our post-campaign survey.

Strategy 3: Face-to-face communication with Kent State students.Rationale: College students are often bombarded with faceless advertisements. Through personal, face-to-face communication, the Bateman Blue team sought to create a positive relationship with students.

Tactic: To reach off-campus students in a fun, engaging way, the team created the Popmoney street team. The teams research showed that the Student Center is highly populated with commuter and off-campus students between the hours of 11 a.m. and 2 p.m. While street-teaming, team members gave away the orange lollipops and passed out a simple flow chart outlining how to use the service.Result: The team handed out more than 1,000 lollipops. Students in the Student Center began to recognize the Popmoney Street Team and began to associate the lollipops with Popmoney, according to post-campaign surveys.

Strategy 4: Gain third-party affirmation from student opinion leaders. Rationale: Enlisted Kent State student media to increase student awareness. Student-run media is often a students main source of information. By attempting to get coverage, the Bateman Blue team hoped to gain third-party validation and exposure.

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Tactic: To reach students, the team pitched stories featuring Popmoney to two Kent State student-run media sources. The first was the Daily Kent Stater, the student newspaper. The second was TV2, a student-run television station. Result: After pitching to each media source, the team was met with uncertainty because the public relations program is housed under the same college that manages the Daily Kent Stater and TV2. Due to this, both outlets were unable to produce stories related to Popmoney because it presented a potential conflict of interest.

OBJECTIVE TWO EVALUATION-- EXCEEDED When compared to the benchmark survey of 125 students, post-implementation survey results of another 125 students found that 13 students said they had downloaded Popmoney as a direct result of the Sweeter Than Cash campaign.

OBJECTIVE THREETo enlist at least two leasing offices to encourage the use of Popmoney by potential and current tenants by Feb. 28, 2014.

Strategy: Foster partnerships with surrounding Kent State apartment complexes and leasing offices. Rationale: Gaining the support from apartment complexes and leasing offices was crucial to the success of the Sweeter Than Cash campaign. By creating relationships with the managers and owners of these business, the team was able to collaborate with them on various tactics.

Tactic 1: The Province, an all-student apartment complex located near campus housing 596 students, was slated to hold a Super Bowl party. The team partnered with The Province so members could hand out informational posters in an area concentrated with off-campus students.Result: The Province canceled just prior to the event, so the team regrouped and promoted Popmoney at The Provinces popular Coffee Wednesdays to maintain exposure to off-campus students.

Tactic 2: The team explained the benefits of the service to the managers of popular all-student apartment complexes and leasing offices.Result: The Province and A&H Investments, a leasing office with 30 student-rented homes, agreed to provide the teams Popmoney promotional items to current and potential tenants as a way to effectively split rent and utilities.

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I was more than happy to partner with the team and spread the word about Popmoney - Tony Ramos, The Province

Popmoney turned out to be a great way for

my family to send me a weekly allowance.

- Beatrice Miller, Kent State Freshman

My roommates and I love it!

- Maddie VonStein, Kent State Sophomore

OBJECTIVE THREE EVALUATION-- MET Through the Sweeter Than Cash campaign, the Bateman Blue team was able to secure the support of two off-campus leasing offices: The Province and A&H Investments. The inclusion of Popmoney material in rental packages will increase awareness of the service well beyond the Bateman Competition.

Obstacles Obstacle oneDuring the implementation phase of the teams plan in February, the weather was extremely harsh and frigid with temperatures often falling below zero. Due to the weather, the university closed for three days in February. This caused all tactics to be limited to indoor activities and restricted the number of face-to-face interactions between students and team members.

The team realized that the weather provided an opportunity to capitalize on students cabin fever by creating a humorous, conversational campaign centered on the whimsical motif of a lollipop. The campaign was also tailored to engage in standing indoor activities such as Light The Torch: Kent State and the Anti-Valentines Day Dinner.

Obstacle two The team often encountered restrictions when dealing with various university departments and off-campus housing managers. This required days of negotiation and compromise to ensure each party involved benefitted while remaining on track to reach the teams objectives.

While the process of gaining permission to hang posters or partner with events was long, it provided a chance for team members to build relationships with apartment complex managers, who would later aid in the teams Valentines Day grassroots marketing tactics.

Obstacle three The team pitched to both student-run and local media but received no coverage of Popmoney or its tactics except on university websites and social media pages.

To overcome this obstacle, the team created the Popmoney Street Team to increase face-to-face communication with students both on and off campus. The team also created the Sweeter Than Cash Twitter contest to gain exposure from students through social media.

Obstacle fourAfter speaking with multiple banks and credit unions surrounding Kent States campus, the Bateman Blue team concluded that financial institutions should not be a target audience for this short-term campaign. These institutions were not receptive to inquires regarding Popmoney.Of the nine banks contacted, only two were willing to answer questions, one of which offered Popmoney.

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This lack of communication and enthusiasm from the banks and credit unions led the Bateman Blue team to steer its attention away from financial institutions and to an audience research deemed more accessible. Also, this decision was supported by research which showed students didnt want to travel to banks, and were willing to conduct transactions on their smartphones.

Budget SummaryExpensesThe Bateman Blue team used $283 of its $300 budget. A majority of the funds went to purchase materials for tactics such as: lollipops, Styrofoam balls, and candy. The team also spent money on pizza for focus groups as well as miscellaneous materials throughout the implementation of the campaign.

In-kind donationsBateman Blue used $179 of the $1,000 in-kind donation budget. Most of the budget went toward the printing of posters, contest entry cards, lollipop tags, and gift certificates. The majority of the in-kind donations came from Kent State University School of Journalism and Mass Communication with the gift certificates provided by Tree City Coffee & Pastry.

ConclusionKent State Universitys Bateman Blue team was faced with the challenge to bring awareness of Popmoney to Kent State students. To achieve its objectives and implement its strategies, the team came up with 11 tactics, including social media outreach, media coverage, events, and posters.

The teams objectives were to increase awareness of Popmoney among Kent State students by 25 percent, to drive adoption by 15 percent, and to enlist at least two leasing offices to encourage the use of Popmoney to potential and current tenants. In two cases, Bateman Blue exceeded its objectives and met the remaining objective.

The Sweeter Than Cash campaign spread awareness to students, landlords, and apartment complexes about the convenience of using Popmoney. By the end of implementation, Bateman Blue raised awareness of Popmoney from one student prior to the campaign to 59 students surveyed students post campaign. The Bateman Blue teams Sweeter Than Cash campaign was ultimately able to increase the adoption of Popmoney from one student who had previously downloaded the service to 13 who had no knowledge of the service prior to the campaign. Finally, the team was able to enlist two prominent leasing offices to continually promote Popmoney to their tenants.

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Testimonials

I deal with a lot of tenants who have trouble pulling together money for monthly expenses like groceries and utilities. When the Bateman Blue team approached me about Popmoney, I

immediately recognized the service as something useful for my tenants. I was more than happy to partner with the team and spread the word about Popmoney.

- Tony Ramos, manager, The Province

I first found out about Popmoney from the lollipop signs in the Student Center. A week later, I saw members of the Bateman Blue team handing out dollars, so I checked out

popmoney.com. I suggested it to help get money together for utilities, and now my roommates and I love it!

- Maddie VonStien, sophomore Kent State commuter student

Popmoney turned out to be a great way for my family to send me a weekly allowance. My grandpa really likes that even though hes far away, he can still help support me at college.

- Beatrice Miller, freshman Kent State student

A1

ThemeIn winter, the cold weather can cause students to become stir crazy. They have fewer chances to participate in fun activities both on and off campus. In order to relate to the target audience in an interactive way, the Bateman Blue Team will provide fun, unique opportunities for students to engage with the Popmoney brand.

To symbolize Popmoneys convenience and mobility in a fun way that resonates with the target audience, the Bateman Blue Team chose lollipops as a motif for its campaign. The word lollipop acts as a play on the name Popmoney and will serve as a way to reinforce awareness of the service. Lollipops will appear throughout the campaign in various ways during the month of February.

A2

Light The Torch: Kent StateTo reach college students face-to-face, Kent States Bateman Blue team attended Light the Torch: Kent State, an Olympic-themed, late-night student event sponsored by the Kent State Department of Recreational Services Feb. 7. Before the event, the group crafted displays featuring orange lollipops tagged with one-liners directing students to the Popmoney website along with the hashtag, SweeterThanCash.

While at the event, the team provided Popmoney posters and fact sheets to students who visited the Popmoney informational table. Group members engaged with students to explain the benefits of using the money transferring service.

Kents Bateman Blue team spoke with more than 100 attendees.

A3

Anti-Valentines Day Dinner

The Bateman Blue team partnered with Prentice Dining Hall during a popular dinner event to effectively reach the on-campus student population. The team passed out information and heart-shaped lollipops with tag lines referencing the Valentines Day theme and directing students to the Popmoney website. Approximately 200 students were reached as team members spoke with attendees and other students who passed by Prentice Hall during the event.

Dining Services encouraged students to post on the break-up wall with written stories of their break ups. The Blue team created pseudo-break up scenarios like, Just break up but they still owe you money? Avoid the awkwardness with a personalized message from Popmoney, directing students to the Popmoney website. Student interest in the wall helped nurture the developing awareness of Popmoney during the first stages of the Sweeter Than Cash campaign.

A4

PostersTo inform Kent State students, both on and off campus, Bateman Blue created two posters. The first version was a how-to flow chart (A6) and the second, a fact sheet (A7).

The fact sheet and the flow chart were utilized specifically for delivering the Bateman Blue teams key messages. The posters were created in order to relay that Popmoney is easy and convenient, useful for college students, and secure.

A5

Set up Popmoney

account.

Choose recipients email or phone

number.

Send money to recipients bank

account.

Create personalized

message.

Owe your friend money? Popmoney is a convenient way to pay them back on-the-go.

S W E E T E R T H A N C A S H

This flyer is for the PRSSA Bateman competition, and is not affiliated with Popmoney, Fiserv or CheckFreePay Corp. Views are my own.

*Terms and Conditions Apply. Popmoney personal payments services offered at Popmoney.com are provided by or through CheckFreePay Corporation, a licensed money transmitter, and/or its affiliate CheckFreePay Corporation of New York, which is licensed and regulated as a Money Transmitter by the New York State Department of Financial Services, each a wholly owned subsidiary of Fiserv, Inc.

A6

S W E E T E R T H A N C A S H

Popmoney is supported by more than 2,000 banks and doesnt require a middle man to easily transfer your money.

What can Popmoney do for you?

Eliminate the hassle of carrying cash and checks.

Keep your money where it should be: the bank.

To send money all you need is your friends email or phone number and 95 cents.

Make IOUs easy Avoid the awkward situation of

asking a friend for money they still owe you.

Prevent being that friend who forgot in the first place. Pay them back with the click of a button.

This flyer is for the PRSSA Bateman competition, and is not affiliated with Popmoney, Fiserv or CheckFreePay Corp. Views are my own.


A7

Social MediaBateman Blue team created a Facebook page to connect with the Kent State audience. The page included updates about where the team would be during street-teaming events as well as general updates about the Sweeter Than Cash campaign.

The Facebook page gathered more than 35 likes. Bateman Blue team posted two times per week with campaign photos and updates. Posts consistently garnered interaction with Kent State students who followed the page and generated excitement around the Sweeter Than Cash campaign.

The team also used its members personal Twitter accounts to disseminate information about the campaign. Throughout the campaign, the Bateman Blue team found its Twitter usage to be more successful at reaching the target audience. Thus, during the midpoint of the campaign, Bateman Blue decided to focus its efforts on creating engaging content for Twitter. This led the team to create the #SweeterThanCash contest (A9, A10).

Kent State students were asked to tweet about how he or she would use Popmoney and use the #SweeterThanCash for a chance to win a $20 gift card to a local coffee shop, Tree City Coffee & Pastry. The team had two gift cards of equivalent value to give away.

The hashtag competition was a great way to provide incentive for students to look at the Popmoney website and learn about the app. The intent behind this interactive giveaway was to allow the target audience to tell how they would use Popmoney in a creative way while inherently learning more about the service. In turn, the participants followers were also exposed to Popmoney and the Sweeter Than Cash campaign, expanding the number of audience members reached.

Overall, the hashtag got 32 mentions, including the Kent PRSSA chapters Twitter account that has more than 870 followers.

A8

Facebook page

Twitter hashtag contest winners

A9

Contest information cards

A10

Media RelationsThroughout the Sweeter Than Cash campaign, the team pitched to both local and student-run media sources.

Bateman Blue sent out its first press release on Feb. 10. The release (A12), along with a Valentines Day themed media kit (A13), introduced the Bateman competition and highlighted the teams Valentines Day grassroots marketing tactics.

The media kit contained the press release, along with tagged heart-shaped lollipops, a poem ex-plaining Popmoney, and the informational posters used during the teams campaign.

The media kit was delivered in person by team members to the Record Publishing Company, publisher of the Record-Courier, the Kent communitys local paper. Team members ensured that it was delivered directly to the reporter who covers Kent State University.

Additionally, on Feb. 12, the team distributed a press release to the personal technology and College of Communication and Information beat reporters for the Daily Kent Stater, Kent States student-run newspaper.

On Feb. 25, Kent States College of Communication and Information featured the Bateman Blue team on its website (A15), along with a description of the Bateman Competition and both Kent State Bateman teams. The article featured a photo of the Bateman Blue team as well as quotes from its members.

A11

Press release Kent State Bateman Blue Team Pops into Campaign Mode

(Kent, OH)- A group of five students from Kent State Universitys PRSSA chapter are competing in a nation-wide public relations competition. Over 80 schools throughout the U.S. were given the challenge of increasing the number of users of Fiservs mobile-to-mobile payment system, Popmoney by the end of February.

Throughout the month of February, Bateman Blue will implement their Sweeter Than Cash campaign through a series a fun and exciting events and promotions targeted at Kent State students. The team will make a Valentines Day splash targeting off-campus students. So, be on the lookout for a Popmoney present on Valentines Day, KSU students. If youre lucky- Bateman Blue might be your sweetheart this year.

The campaign is centered on a lollipop motif that plays on the apps name, Popmoney, and ties into the campaign name: Sweeter Than Cash. Students will begin to notice lollipops throughout campus with playful sayings and the #SweeterThanCash.

The Bateman Blue team is striving uphold the legacy set by last years Blue team who placed 2nd in the nation for its anti-bullying campaign.

The bar has definitely been set by last years team, said Bateman Blue member Helen Steward. We are excited to see how February goes with our implementation and we really hope students take to social media with our SweeterThanCash hashtag.

The team will evaluate their results of the campaign and compile a casebook for the client, Fiserv, to judge at the end of March.

###

Editors note: Contact Michael Lopick at [email protected], member of the Bateman Blue team, for more information.

A12

Media kit

A13

Roses are redViolets are blueBateman is here

To bring to you

s orange Its here to help

Transfer your moneySo you can share the wealth

It comes in an app Or with a .com

for college kidsIs simply the bomb

SWEETER THAN CASH


A14

Journalism and Mass Communication coverage

A15

PR Students Gain Real-World Experience In National Bateman Case Study Competition

Posted Feb. 28, 2014By Kelli Fitzpatrick

Bateman. For public relations students, that single word represents months of extensive research, creativity, active campaigning and a bit of apprehension. For PR professionals nationwide, it means a real-world experience that, on a resume, enhances a students employability.

The Bateman Case Study Competition is a national contest hosted by the Public Relations Student Society of America (PRSSA). Kent State has competed in this national competition since 2007. In 2013, a Kent State team ranked second in the nation topping 66 college teams from across the country in the Bateman Competition.

Although the Bateman Competition is a three -credit spring semester class, the process actually began at the start of the academic year.

Early in the fall 2013 semester, the PR faculty at JMC invited 10 PR majors to participate in this years competition. Students apply classroom education and internship experiences to creating and implementing a public relations campaign. The junior and senior students are hard at work representing this semesters client, Popmoney, a personal payment service of Fiserv, Inc.

Students began research in the fall and prepared their campaigns for the end of January. They carried out their plans throughout February, and will evaluate the results of their work in March.

Each Bateman Competition team must submit a casebook to PRSSA by March 28. Teams compile a client overview, research findings, goals and objectives, strategies and tactics, campaign theme, evaluation, key messages and pictures of their work. Evaluation includes the students reviewing and analyzing the effectiveness of their campaigns in February.

The evaluation is really important because thats what they need to do once they get into the real world, saysTim Roberts, JMC professor and Bateman Competition adviser. The implemen-tation part is where you have to think on your feet.

The Bateman students are divided into Blue and Gold teams. The Blue team includes Sydney Baltrusaitis,Morgan Jupina, Michael Lopick, Helen Steward and Samantha Tuly. The Gold team includes Meghan Caprez,Marcus Donaldson, Hannah Hamner, Julie Myers and Abby Pruhliere. Each team aims to raise awareness and usage of Popmoney among adults ages 18 to 24.

The Bateman Blue teams campaign centers on a lollipop theme. The students passed out candy bags on Valentines Day and created large lollipop displays to raise awareness of Popmoney. They also walked around campus to hand out fliers and talk with students about their client.

It gives that advantage of face-to-face communication, says junior Morgan Jupina. Were there to answer the questions they have, and it generates more interest in the company.

Each team has a budget of $300 and $1,000 for printed materials. The ambitious timeline and strict deadlines create a time-consuming experience, which Jupina says has been the students

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biggest challenge.

Its a full-time job, Jupina says. Its a lot of work, but thats okay, because once this casebook is put together, were going to be so proud of it.

The Bateman Gold teams campaign focuses on the concept P(L)AY UP.Its a play on words, encouraging students to get active and play up and to pay up by using Popmoney, says senior Meghan Caprez. Our whole campaign is focused on being active, whether its in sports or in learning about Popmoney.

The Gold Team has handed out lollipops to students around Kent, leading them to taking an online survey and learn more about the client. Team members have also hosted activities and booths at the Kent State Ice Arena and basketball games.

Roberts says the strict deadlines for each stage of planning and the actual implementation of the campaign plan give students experiences they cant find in any other class. Courses such as PR Case Studies and PR Campaigns allow students to create campaign plans, but Bateman is the only class that lets students implement them.I think they get a real-world feel of what a campaign is really like, Roberts says. Its beyond the classroom.

Theyre actually talking to the public, going out and implementing a tactic.The Bateman Competition also helps prepare students for careers in public relations. Erin Osini,

11 public relations graduate, participated in the competition in 2010.Bateman provided a very fast-paced learning environment and gave me the opportunity to work with a team, something I experience on a daily work basis, says Orsini, now an account executive at Marcus Thomas LLC. I am grateful for being a part of the competition and having the opportunity to get a true taste of the PR world.

Students will wrap up campaign implementation Feb. 28 and begin evaluating and completing their casebooks in March. Following the March 28 deadline, a panel of

PRSSA members and professionals will choose three finalist teams from the nationwide competition to present their findings to Popmoney in May.

It doesnt even matter if we place, because its been a learning experience, Jupina says. You learn by doing. Ultimately, this helps us solidify everything we learned in the classroom and use it to our advantage for a real company someday.

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Lollipop DisplaysKent States Bateman Blue team partnered with university facility coordinators to place oversized lollipop displays in four different areas of campus. The areas chosen were selected because they attracted the highest concentrations of the teams target audience. With placement in Jazzmans Caf, lobby of the Student Center, and the atrium of Franklin Hall, the displays served as a fun, buzz-worthy way to promote Popmoney to students. Each of these locations have constant foot traffic from commuters and are highly visible on campus. The displays were filled with orange lollipops tagged with witty sayings leading students to Popmoneys website (A19). The displays were out for two weeks and taken down on Feb. 28.

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Lollipop tags

com

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com

Valentines DayDuring implementation, Kents Bateman Blue team went to The Province and University Townhomes, student apartment complexes, and houses on College Avenue -- a street with more than 30 student-leased homes -- the night before Valentines Day. The team chose to use Valentines Day as a big push to educate its target audience about Popmoney in a fun and timely way.

Starting at The Province, the team placed Popmoney informational posters on all 246 doors. On a smaller scale, the team also hung posters on 60 doors at University Townhomes. Accompanied on the poster were two heart-shaped lollipops tagged with a Valentines Day themed one-liner directing them to the Popmoney website. The tags also encouraged students to use the hashtag SweeterThanCash.

Kents Bateman Blue team also delivered Valentines Day themed gift bags to the doors of 30 student-rented homes on College Avenue. The gift bags contained Popmoney informational posters and fact sheets along with several pieces of assorted candy.

The team strategically concentrated its street team efforts on both apartment complexes and College Avenue from 10 p.m. to midnight as a result of observational research. During this time period, students are most likely to leave to go to the bars, a place the teams focus group cited as a probable venue for Popmoney. The team took advantage of this opportunity to speak candidly with students about the service and how it can help pay back their IOUs.

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Street TeamOne objective from the Sweeter Than Cash campaign was to create awareness of Popmoney within the teams target audience. Based on research, the Bateman Blue team found that there is a large concentration of commuter students in the Student Center between the hours of 11 a.m. and 2 p.m. Monday-Thursday. As a result of this finding, the team implemented a street team to hand out cards with information regarding Bateman Blues Twitter contest to each student in the Student Center. The team did this four times throughout the last two weeks of February.

In addition to handing out contest information, the team spent one street-team session handing out dollar bills sporadically in conjunction with the contest hot cards. When students were handed a dollar, members of the street team said, Sending and receiving money with Popmoney is as easy as handing you this dollar. This was an attempt to display the convenience and simplicity of a transaction through Popmoney, as well as to create buzz.

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Coffee WednesdayThe Bateman Blue team had planned to attend The Provinces Super Bowl Party, but after the facility canceled the event due to severe winter weather, the team had to think on its feet and find an alternate event to attend.

The team discovered that every Wednesday The Province provides free coffee and cookies to its tenants. Bateman Blue set out informational materials at the coffee and cookies stand and had a representative speak to a total of 75 tenants about Popmoney.

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Leasing Office Partnerships

The Bateman Blue team distributed posters around the clubhouse, a recreation area for tenants, at The Province, an off-campus apartment complex for Kent State students. The posters were hung on entrance doors, posted on walls, and stacked in the leasing office for potential residents to see. A&H Investments, a leasing office for student-rented homes, displayed the teams Popmoney posters in its office for potential and current tenants to see.

I deal with a lot of tenants who have trouble pulling together money for monthly expenses like groceries and utilities. When the Bateman Blue team approached me about Popmoney, I

immediately recognized the service as something useful for my tenants. I was more than happy to partner with the team and spread the word about Popmoney.

- Tony Ramos, manager, The Province

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Additional Research SecondarySpending habits of 18-24 year olds According to an academic journal by Mintel published in Aug. 2011, the recession did not

greatly impact the spending habits of teens. For a brief time, 18- to 24-year olds limited their transactions but quickly returned to the market when the economy improved. Teens tend to rely on their parents for a source of disposable income for entertainment and other personal expenses. This article concluded that without the burden of credit card debt, teens will spend money on impulse and without any real purpose.

http://academic.mintel.com/display/542941/?highlight=true# According to Nationwide Insurance, through part-time jobs and help from parents, the

average student income is $1,200 per month. http://www.nationwide.com/college-student-spending-habits-infographic According to Nationwide Insurance, 84 percent of undergraduates have at least one credit

card. These students accumulate unhealthy amounts of debt and graduate with an average of $4,100 in debt.

http://www.nationwide.com/college-student-spending-habits-infographic In a 2009 article written by Kristi Leclerc, based on a survey conducted at a college in Texas,

there seems to be an increased level of compulsive buying generation after generation. http://cola.unh.edu/sites/cola.unh.edu/files/student-journals/P12_Leclerc.pdf In an academic journal on influential factors contributing to college student spending habits

and credit card debt, parents are the most influential source of college students attitudes toward money. This article concluded that students who are educated on proper spending habits by their parents will have lower credit card balances.

http://cola.unh.edu/sites/cola.unh.edu/files/student-journals/P12_Leclerc.pdf Based on the same academic journal previously mentioned, gender also plays a role in college

students attitudes toward money. Females tend to spend money on personal-care products such as clothes and beauty products, while men spend money on food and entertainment. In conclusion, women want to keep up in appearances and men feel the need to use social activity as a way to establish themselves.

http://cola.unh.edu/sites/cola.unh.edu/files/student-journals/P12_Leclerc.pdf According to William Paterson University Newspaper, liquor sales to college students

exceeded $5 billion annually, while only $4 billion is spent on personal care. Further, 46 percent of discretionary spending was on food. In addition to food, college students spend much of their money on technology. Sixty-five percent own cell phones, iPads, televisions or Kindles. These purchases take up most of students disposable income.

http://www.wpupioneertimes.com/1225.html In an addition of the William Paterson University Newspaper published Feb. 2013, new

regulations have changed the spending habits of college students. According to the Higher Education Research Institute at the University of California, it is becoming more difficult for teens to receive credit cards. Laws in some states across the country require a credit card applicant to be at least 21 years of age and background checks to ensure the applicant is able to pay back balances. This hinders the ability of teens to frivolously spend money.

http://www.wpupioneertimes.com/1225.html

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In a 21st Century Insurance survey from the Huffington Post, students who live off campus spend greater amounts of money. Of the 75 percent of college students who live off campus, 26 percent pay more than $600 a month in rent. In 2011, students spent more than $700 on average eating off campus.

http://www.huffingtonpost.com/2012/11/08/how-college-students-save-money_n_2076915. html An article published in Feb. 2013 by CBS News goes over the overwhelming percentage of

undergraduate students who take both classes and maintain a job. CBS cited the U.S. census saying that 71 percent of the nations undergraduate students were working in 2011.

http://www.cbsnews.com/news/more-students-working-a-lot-in-college/

Paper money and credit card usage An article published in 2004 in U.S. News & World Report by Kim Clark goes over the rise

of credit cards, debit cards, and online banking usage while referencing the declining usage of paper money and checks that began in the 1990s. Clark states that the reasons for the overwhelming switch to electronic payments are simple: electronic payments are faster, easier, and cheaper for shoppers, merchants, and banks. While banks transport approximately 163 tons of checks a day at 16 cents a piece, clearing an E-payment costs only 2 cents. Therefore, banks are now pushing for customers to jump on the electronic payments wagon.

http://web.ebscohost.com/ehost/detail?sid=914665e0-4107-49c4-af94-841cbdaf7570% 40sessionmgr4002&vid=1&hid=4214&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#d b=a9h&AN=14392064 In a blog about the decline and fall of paper money in our modern world posted in Sept.

2012, the notion of fiat money was thrown to the side while, Internet-based forms of money emerged. The article spoke of shifting consumers trust in paper money to a wide, crowd-sourced trust in electronic money. The article also mentioned the rapidly increasing possibility of Google, Apple, or Amazon finding alternate forms of trading through their already prevalent market-place presence.

http://charlescrawford.biz/blog/the-decline-and-fall-of-paper-money In a 2014 article from Coin Week on the spending habits and money usage of Americans,

Coin Week compared the usage of credit cards and paper money. According to Coin Week, 43 percent of people have gone a full week without paying cash or coins for anything. In addition, 80 percent of American consumers have a debit card.

https://www.coinweek.com/education/infographics/infographic-money-the-cold-hard-facts/ MSN Money featured a 2011 article on the security of different forms of money now offered

to consumers. MSN brings up the various pros and cons for each form of money regarding its security. The article emphasized that one of the main reasons why usage of paper money is declining so rapidly is largely due to credit cards being easily replaced and cancelled when lost or stolen, whereas cash has no security feature if lost or stolen.

http://money.msn.com/saving-money-tips/post.aspx?post=a15dfeb9-9c3f-4a89-927c-6bf9eb2ec442

CompetitionResearch was conducted on official company websites of the following Popmoney competitors: PayPal, PayPals send money feature, Square, Bitcoin, ClearXchange, Dwolla, Venmo and Payza. These competitors were chosen based upon services similar to Popmoney. Date retrieved Nov. 14, 2013. Reviewed PayPals website to discern differences between PayPal and Popmoneys services.

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PayPal is used primarily for online purchases while Popmoneyis used for person-to-person (P2P) payments.

https://www.paypal.com/home Examined PayPals website to differentiate PayPals send money feature and Popmoneys

services. For a small fee, PayPals P2P feature allows users to send money internationally. PayPals P2P service involves PayPal as the middle person. The main advantage of using Popmoney is the service can be used to send money directly from one bank account to another, without a middle person. A fee is associated with both P2P services.

https://www.paypal.com/webapps/mpp/send-money-online Analyzed the Bitcoin website to differentiate the Bitcoin payment network to Popmoneys

services. Bitcoin offers the first decentralized source of currency. Worldwide payments are an advantage Bitcoin has over Popmoney. While Popmoneyis only offered in the United States, the personalized request feature is unique. Bitcoin operates without central authority or banks. Bitcoin uses peer-to-peer technology to operate.

http://bitcoin.org/en/ Examined the ClearXchange website to note key differences between clearXchange and

Popmoney. ClearXchange was the first U.S. P2P payment network formed by banks. ClearXchange is owned by Chase, Wells Fargo, and Bank of America. Unlike Popmoney, clearXchange can only be used to send money to eligible Bank of America customers. Popmoneyallows users to send money to anyone with a U.S. bank account.

https://clearxchange.com/ Reviewed the Dwolla website to note key differences from the services offered by Dwolla

and Popmoney. Dwolla is a payment network that allows for users to send, request, and accept funds. According to the Dwolla website, Dwolla moves millions daily. Transactions are 25 cents if more than $10 and free if less than that amount. Similar to Popmoney, Dwolla allows individuals to send money to email addresses and phone numbers. Dwolla also gives users the option to send money to Facebook friends, LinkedIn connections, Twitter followers, and select businesses.

https://www.dwolla.com/ Analyzed the Venmo website to differentiate services offered by Venmo and Popmoney.

Similar to Popmoney, Venmo is used through an app. Venmo users can choose to send money to a phone number, Facebook friend, or email address. Users can also create a message along with a payment. This P2P service is free if using a bank account, supported debit card, or Venmo balance. The only incurred cost is if a credit card is used, a three-percent fee will be charged.

https://venmo.com/ Examined the Payza website to note key differences between the services offered by Payza

and Popmoney. Sending money with Payza only requires a recipients email address. When receiving funds, money is instantly deposited into the individuals Payza account. Popmoney transfers money from bank to bank, while Payza has users create an online account to hold funds. Payza offers different withdrawal options including paying bills online, loading money onto a prepaid card, or transferring money to a bank.

https://www.payza.com/personal Referencing a blog written by Bank Fox Staff in 2010, titled Popmoney Gives PayPal

Competition, Popmoney offers similar P2P payment services to PayPals send money feature. An advantage of using Popmoney is users can transfer money directly from their own bank account without using Popmoney as a middle party. PayPals send money feature includes PayPal as a middle party.

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http://paypalerrors.blogspot.com/2011/06/Popmoney-gives-paypal-competition_21.html According to a Sipree blog published in 2012 titled And the Payment Network Winner

is, Popmoney was noted alongside others as a key player in the market. Popmoney has a chance to out perform PayPal because of Popmoneys large U.S. bank memberships.

http://www.sipree.com/blog/opinions/whos-winning-the-payment-network-battle/ According to an article written in 2011 by Kenneth Weiss, from Biometric Technology

Today titled Mobile Payments, Digital Wallets and Tunnel Vision, key factors that lead to acceptance and success of a new technology are convenience, versatility, and benefit to the consumer.

http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=66767461&site=ehost-live An article from PC World, written by Yardena Arar in 2010 titled Beyond PayPal: New

Personal Payment Sites, Popmoneyis different than PayPal in the sense that it does not tie up cash; instead, Popmoneyassociates bank account information with a provided personal e-mail address.

http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=56666560&site=ehost-live Referencing an article from Inc., titled The Smartest Ways to Get Paid, written in 2013

by Jill Krasny, identifies and compares different payment options. Person-to-person payment services are started to become targeted. App integration is increasing as services are becoming more convenient for the user.

http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=90666868&site=ehost-live In an article from Macleans written by Alex Ballingall in 2012 titled The credit card

killer?, the financial aspects of the payment service Dwolla were highlighted. The founder of Dwolla, Ben Milne, said the company does not believe in credit cards.

http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=70536940&site=ehost-live According to a 2012 article written by Ted Greenwald titled Digital payment systems

dreamed up in the Web era still piggyback on credit card networks, there ought to be a faster and cheaper way, Dwolla, a digital payment network, is threatening the likes of PayPal and Visa. Dwollas network, FiSync, connects directly to banks. This eliminates any possible fees that must be paid by Dwolla, thus increasing profits.

http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=89941770&site=ehost-live Technology use of main publics A study conducted in 2009 by Alexandra Rice, a professor at the University of Rhode Island,

found that her students on average lost an hour of sleep per night due to cell phone use. Rice took this data, as well as data from previous experiments and used it to illustrate college students technology dependency.

http://web.ebscohost.com.proxy.ohiolink.edu In a simulated shopping experiment, conducted in 2011 by Asle Fagerstrom, participants

could either save money for a new model of their favorite mobile phone brand and get it in the future or buy the product on credit and get it now.Studentswere willing to pay a high interest charge rather than wait to save money and purchase the phone interest-free.This shows that college students are more likely to favor quick and easy methods to purchase goods at a price, rather than save, which would be safer, but slower.

http://web.ebscohost.com.proxy.ohiolink.eduAaron Passman, in conjunction with the Credit Union Journal, assessed GTE Financials 2012 successful progression from its original namesake CU through its early adoption of emerging financial technologies. Though GTE Financial already offered a mobile payment service, users could only transfer funds to other GTE Financial patrons. By incorporating

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Popmoney into its services, GTE Financial allowed users to transfer money to people who are not patrons of GTE.

http://web.ebscohost.com/bsi/detail?vid=3&sid=7144ea In a 2013 article for the Journal of Payments Strategy & Systems Dag-Inge Flatraaker,

general manager and head of Group Payments Infrastructure, Settlement Systems & SWIFT at DNB Bank, focuses on the challenges and opportunities banks face as the world becomes more digital. He believes that banks now not only have to compete with one another, but companies such as Apple and Google. By offering mobile payment options, banks can gain market share and improve their patrons experiences.

http://web.ebscohost.com.proxy.ohiolink.edu:9099/ehost/pdfviewer/ In a 2012 article for Payment Source, an online financial news aggregate, columnist John

Adams explores OnPoint Community Credit Unions use of Popmoney as an easy way for the bank to begin offering more electronic baking and payment methods to patrons.

http://www.lexisnexis.com/hottopics/lnacademic/ In a study in 2011 conducted by the University of Washington Journal of Law, Technology

& Art, Erin Font, a payments lawyer, and Certified Information Privacy Professional (CIPP) at Cox Smith Matthews, discusses the legality and setup of mobile payment services, such as Popmoney. Her general conclusion is that mobile payment services may be susceptible to inappropriate uses, such as money laundering and that of the currently available mobile payment services, none have a truly unique design.

http://www.lexisnexis.com/hottopics/lnacademic/ A MediaPost blog post written in 2013 by Chuck Martin suggests that the mobile wallet

is rapidly growing in popularity. The blog post cites a 23 percent increase in mobile location and wallet services amongst smart phone users over the next three years; about 113 million users. Martin comments on the negative side of current mobile payment systems that need to be overcome in order to see the growth.

http://www.mediapost.com/publications/article/217193/mobile-wallets-passing

Popmoney feedback and reviews retrieved Nov. 14, 2013. Reviewed Google Play ratings of the Popmoney app. On a scale of one to five, five being

the best and one being the worst, Popmoneys average Google Play rating is 3.6, out of 107 reviews. Users commented most positively on Popmoneys relatively small fee and easily navigated interface. Negative comments stemmed from discrepancies between users online and mobile accounts, such as contacts not syncing.

https://play.google.com/store/apps/details?id=com.fiserv.Popmoney Read Popmoney user reviews on About.coms banking site. The reviews for Popmoney were

mostly negative and often commented on the length of time it took to receive money. Many reviewers were also dissatisfied by the customer service, sign-up process, and restrictions.

http://banking.about.com/u/reviews/bankonline/Popmoney-Reviews/ In a 2010 article for SourceMedia, Daniel Wolfe highlights how Popmoneys social aspect is

a main draw for many users. He also goes on to say that Popmoney is continually adapting its payment system based on feedback, both negative and positive.

http://web.ebscohost.com/bsi/pdfviewer/pdfviewer In a 2012 article for American Banker Association, David Heun summarized Ally

Banks decision to adopt Popmoney as a service it offers. Reasons why Ally chose to offer Popmoney include: convenience, ability to create reoccurring payments, and privacy.

http://web.ebscohost.com/bsi/detail

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Out of 20 reviews, the average user rating was 1.5 stars. Most negative user reviews appear to be focused on the speed, verification process, and reliability of the app. On the other hand, many people coming from other money transferring services see Popmoney as a more efficient service for P2P transactions.

www.Aboutbanking.com

Security First National Bank created a FAQ page about Popmoney in order to educate customers

about its services and security. The page explains that the information the user sends is encrypted throughout the entire transferring process. The system also uses a number of other security features such as one-time passcodes to verify the ownership of a new email or phone number. Popmoney also offers the security of knowing that account information is never shared with the recipient. The recipient will only see the other persons name and, if emails are used in the transaction, email address. Additionally, the recipients information will not be shown to the sender. Retrieved on Nov. 20, 2013.

https://www.fnb-online.com/Personal/OnlineServices/OnlineBillPay/PopmoneyUpgrade About.com posted an article in 2014 written by Justin Pritchard which outlines the basics

of Popmoney. The article explains the benefit of sending money without the other party having access to the senders account information. The article also reminds readers that if potential user were to transfer money via a check the receiver would be able to view account information. The article also provides warning of fraudulent emails, and instructs potential users to only accept money from those who they expected to be receiving

money from. http://banking.about.com/od/bankonline/a/Popmoney-The-Basics.htm?rd=1 Popmoney outlined the basics of its security on its website. The visibility of the security

page was minimal from the main site. According to the page, Verisign scans Popmoney frequently for potential breaches in security. TRUSTe also certifies Popmoney. The security page speaks of the one-time verification codes used to validate the identity of Popmoney users. The Popmoney security page only has three short paragraphs backing its claims as a secure service. Retrieved Nov. 14, 2013.

https://www.Popmoney.com/

Media presence Popmoneys user page on YouTube contains 11 videos that have been posted within the past

year. Each video has fewer than 150 views. Six of the videos feature Vera Gibbons discussing different ways Popmoney can help with organization of finances. The rest are tutorials or news coverage clips. There is a need to increase traffic and to offer important information on the page. Retrieved Nov. 17, 2013.

http://www.youtube.com/user/Popmoney Searching for Popmoney on YouTube leads to 2,750 results. The results feature various types

of content. The content related directly to Popmoney is content generated by Popmoney and Fiserv or by banks that use Popmoney in order to explain it to customers. Chase Bank also created a full-fledged commercial that appears in YouTube results. Content that is not related to Popmoney consists of music related posts. The most popular of these music uploads is a song called Pop money by a popular rapper named Sammy Adams. Retrieved Nov. 17, 2013.

http://www.youtube.com/results?search_query=Popmoney&page=1

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The Popmoney Facebook page has more than 20,000 likes. The page posts regularly with relevant images and content that engages users. As of early November 2013, just under 50 percent of the Facebook comments posted by users were negative while the remaining comments were either neutral, positive, or pose questions. Retrieved Nov. 20, 2013.

https://www.facebook.com/Popmoney Google searches reveal there is an opportunity to improve upon media relations efforts.

Popmoneys media presence appears to be found mostly online, in trade publications, and on blogs. There is an opprtunity to increase the number of commercials, newspaper articles, magazine articles, and ads. Retrieved Nov. 20, 2013.

The Popmoney twitter page has more than 5,000 followers and 400 tweets. Popmoney mostly posts its own content. Retweets are minimal on the main page. When responding to customers tweets, Popmoney instructs customers to direct message them with further information about their complaints or compliments. Retrieved Nov. 20, 2013.

https://twitter.com/Popmoney

Fiserv and Popmoney In a recent article by MSN Money published in Nov. 2013, Fiserv was recognized for

receiving an award for its person-to-person payment application at the Mobile Money Global Awards. Fiserv received the Innovation in Mobile Value-Added Services Award at the Mobile Money and Digital Payments Summit in Dubai. The award was created in an effort to recognize the company that was most innovative in developing new services and mobile channels for consumers.

http://money.msn.com/business-news/article.aspx?feed=BW&date=20131120&id=17128181 The PRSSA 2014 Bateman fact sheet detailed the magnitude of Fiservs involvement with

the world of finance. Fiserv processes more than 70 percent of bill payments in the U.S. The institution moves $1 trillion each year by completing 20 billion digital transactions. The fact sheet also says that 55 million people are currently using online banking that is powered by Fiserv.

http://www.prssa.org/scholarships_competitions/bateman/2014/2014FactSheet.pdf MSN Money featured a 2013 article on OnPoint Community Credit Union in Portland,

Oregon adopting the Fiserv application Popmoney for its customers. The article stressed that OnPoint Community Credit Union is working to provide multiple types of payments and transfers under one hub to greater benefit customers needs for convenience and security.

http://money.msn.com/business-news/article.aspx?feed=BW&date=20140106&id=17232564 According to a news release from June 2011 titled Fiserv Agrees to Acquire CashEdge to

Advance Its Digital Payments and Channel Strategies, the acquisition accelerated digital payments and increased the range of payment services offered by financial institutions to consumers. Referencing the news release, CashEdge Inc. was a leading provider of consumer and business payment technologies.

http://newsroom.fiserv.com/releasedetail.cfm?ReleaseID=588125 According to the ZashPay website, Popmoney and ZashPay were combined to give

consumers more features. Retrieved Nov. 21, 2013. http://www.zashpay.com/

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Kent State students A section of Kent State Universitys website highlights opportunities for commuter students

as well as provides some statistics on that particular sector of students. Kent State University said more than 75 percent of its students are considered commuter students. Retrieved Dec. 9, 2013.

http://www.kent.edu/studentlife/commuter.cfm This media kit contains all of the user hits and readership statistics for Kent State University

student-run media. It also explains the application process and pricing for advertisements. Ten thousand copies of the Daily Kent Stater are distributed throughout the campus, reaching 70 percent of the student body per day. The media kit also has the contact information for all student editors, reporters, and advisers. Retrieved Dec. 9, 2013.

http://www.staterinteractive.com/f2010_full_media_kit.pdf Kent State Universitys website offers a wide variety of statistics regarding demographics of

the universitys student body, such as ethnicity profiles. The statistics provide the opportunity to better understand Kent State students ages 18 to 24. Retrieved Dec. 9, 2013.

https://www.kent.edu/about/facts/StudentBody.cfm

PrimaryPrior to the beginning of Bateman Blue teams campaign, intercept interviews were conducted to sample Kent State students as well as other college-age students.

Survey results showed that only one person of the 125 randomly surveyed knew of Popmoney. Additionally, this single person had been the only one to use the service. This limited amount of awareness inspired the Bateman Blue teams campaign.

After the campaigns completion, the Bateman Blue team randomly surveyed another 125 college-age students. The survey found that 59 people surveyed had heard of Popmoney and 13 had used it. The campaign produced an increase of 58 students being aware of the Popmoney app and 12 students utilizing the service.

The intercept surveys showed the Bateman Blue team exceeded the original objectives in increasing awareness and driving adoption.

0

15

30

45

60

Total use of students Total awareness of students

Intercept Survey Results

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Focus GroupOn Tuesday Dec. 3 and Friday Dec. 6, Bateman Blue conducted two focus groups with a total of 11 Kent State students.

Summary of findings Students primarily spend their income on rent and utilities, food, alcohol, and entertainment. Students received funds from savings accounts, parents, and jobs. All participants asked for clarification on pronunciation after moderators announced

Popmoneys name. Participants believed the service provided a cheap, quick way to make extra money through

odd jobs, and were surprised to learn of the services actual use. Participants were skeptical of transferring money through an app. Those participants who felt comfortable transferring money through an app felt most

comfortable using one sponsored by his or her bank. During the focus groups, the students were asked to draw advertisements. The common traits among those ads included: participants preferred clean, simple ads;

memorable taglines; and scenarios in which students would use Popmoney.

Focus Group Script: 50 minutes

Hello everyone. Thank you for taking the time to participate in our focus group this evening. Did everyone help themselves to pop and pizza? Also, please make sure you have read and filled out the consent form. Before we get started, my teammate and I are going to introduce ourselves. My name is Morgan Jupina and this is Helen Steward, and we are junior public relations majors. We are members of the 2014 National Bateman Case Study Competition, so your participation in this research is very important and appreciated. Are there any questions or concerns about being recorded?

Lets start by going around the table and telling everyone your name, where youre from, and what your major is.

For the following questions, we will go around the table for each person to answer.

1) What do you typically spend the most money on? Please list two items.2) About how much money do you spend per week on these items?3) Where does your disposable income come from? 4) How many of you have a job?5) Of the people who have a job, about how much money do you make a month?6) What do you think a service called Popmoney provides?The P2P payment service was then explained to participants.

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7) Would you ever use this type of service? Why or why not?8) Please use the construction paper and markers provided to create an advertisement for Popmoney. Your illustrations should reflect an advertisement that would best appeal to you and grab your attention.

Ten minutes passed to give participants time to create their advertisements.

Now, well go around the room and have everyone explain their advertisement. Then, please explain why you feel it would appeal to a college student. After, you will vote on which illustration best represents Popmoney.

Participants picked their favorite advertisements.

Feel free to enjoy the rest of the pizza and drinks. Thank you again for your time.

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Consent form

Participation Consent FormFocus Groups

Consent Form: 2014 Bateman Competition

We are conducting research for the 2014 National PRSSA Bateman Case Study Competition. This research is intended to help us better understand how we can create an accurate and successful public relations campaign for our corporate client. We would like you to participate in our research for this project. If you decide to take part, you will be asked to participate in a focus group with other students, lasting approximately 45 minutes, conducted by two members of our group.

Your participation poses no physical risk to you, and all your information will remain confidential. Findings will be reported in aggregate and you will not be individually identified.

If you take part in this project, you will help the Kent State Bateman Team fulfill our research for our campaign. Taking part in this project is entirely up to you, and no one will hold it against you if you decide not to do it. If you decide to take part, you may stop at any time.

If you want to know more about this research project, please email Helen Steward at [email protected]. If requested, you will get a copy of this consent form.

Sincerely,

Helen StewardMichael Lopick Morgan JupinaSamantha TulySydney Baltrusaitis

Participant Signature:

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Participant advertisement examples

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Print SurveyAge:College:

What bank(s) do you use?

How much cash do you typically carry?

What is the most common ATM service charge you encounter?

What electronic money-transferring services have you heard of?

Do you have a job? Yes No

If you checked yes, about how much money do you make per week?

Pre-campaign Intercept SurveyPURPOSE: To gauge how people feel about the security and convenience of electronic money-transferring services.

LOCATIONS: Kent State Student Center

Have you ever heard of Popmoney?

Have you used the service?

Would you trust an app to transfer money?

Would you use an electronic service to transfer money to friends or family?

If youve used an electronic service to transfer money, have you experienced security or convenience issues?

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Post-campaign Intercept SurveyPURPOSE: To gauge how people feel about the security and convenience of electronic money-transferring services.

LOCATIONS: Kent State Student Center

Have you ever heard of Popmoney?

If so, how did you hear about the service?

Have you used the service?

If so, did you experience any security or convenience issues?

Would you trust an app to transfer money?

Would you use an electronic service to transfer money to friends or family?

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Documents

Popmoney Batemen Case Study Competition Casebook