Popmoney Public Relations Campaign

#msumpayotherppl

Team MemberSRyan Quinn • Jaclyn Ellwein • Kelly Falk • Sarah McCartney • Emily Stengrim

AdvisersLiz Conmy, Faculty Advisor • CT Hanson, Professional Advisor

Minnesota State University MoorheadTeam Ivy Lee

{ }

{Make

POP! {YourMoney

MakeYourMoneyPOP!{ } TABLE OF C

ON

TENTS

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

MakeYourMoneyPOP!{ }Paying the rent. Splitting the check. Paying back friends. These are a few different ways

college students handle their money. Sometimes, however, we don’t always have cash and checkbooks are quickly becoming a thing of the past. Our 2014 Minnesota State University Moorhead Bateman Team, Ivy Lee, believed that we could change the way that college students handled person to person transactions. Popmoney was our answer to cash and checks. By using Popmoney, we told MSUM students how they could make their money “pop.” Team Ivy Lee created the “Make Your Money POP!” campaign to teach students about how to better send, receive and request money from their friends and family by using Popmoney.

“Make Your Money POP!” is the theme of our campaign. We chose this as our theme to subtly incorporate the word “pop” into every aspect of our campaign. Our hope was that by tying in the word “pop,” students would correlate our campaign to Popmoney. We used the colors orange, white and gray in our logo and throughout our campaign to further tie-in Popmoney’s image and create brand recognition.

Through research, we determined that the main goal of our campaign is to grow awareness of Popmoney among MSUM students ages 18-24, increase the number of MSUM students age 18-24 using Popmoney and to increase the number of Popmoney transactions MSUM students age 18-24 make. After conducting a student survey and a focus group we found that MSUM students were unaware of Popmoney and are apprehensive to using a third-party service to send and receive money. Our campaign aimed to educate MSUM students on how Popmoney works, to get the app downloaded on their smart phones and to start a conversation about the unique service.

Our target audience is unique in a few different ways. It can be argued that the midwest lags behind the rest of the country in adopting new things, whether it be technology, social media or fashion. In this sense, our campaign faced a challenge when trying to get midwestern college students to use a new person-to-person payment service. Also, our target audience is younger and lacks monetary funds. Focusing on sending and receiving smaller sums of money (splitting bar tabs, movie tickets, etc.) was integral in getting them to actually use the service.

Continue reading to learn how to Make Your Money POP!

EXECUTIVE SUMMARY

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MakeYourMoneyPOP!{ }SITUATIONAL ANALYSIS

Popmoney is a safe, convenient and fast way to make person-to-person transactions. Popmoney is offered through an application available for download on Apple, Android,

and Windows phones. Popmoney is also available through popmoney.com and other financial institutions. The company Popmoney is powered through Fiserv.

Strengths• Ability to send and receive

payments by text, email, online and app

• Track transaction history• Saves consumer money on

stamps and envelopes• Convenient and fast

• Norton Secured, powered by VeriSign

• TRUSTe, certified privacy• Some banks provide service

without cost

• Not all banks provide Popmoney service for free

• New service (still has bugs, individuals are skeptical)

• Brand confusion with current licensing practices

• Some banks have little knowledge about Popmoney• Low awareness in the Fargo-

Moorhead area

• Large customer base with room to grow

• Partnerships with companies and financial institutions

• Send representatives to high schools and colleges to promote

Popmoney service• Capture younger audiences with

new technology• Large market opportunity

• Competition from similar companies (PayPal, Square Cash,

Amazon Payments, ING Direct, etc.)

• Weaker economy• Information security

• Website hacking/fraudalent activity (Target credit card

scandal)• Fear of financial security

weaknesses

opportunities threats

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MakeYourMoneyPOP!{ }OBSTACLES ComplexityPopmoney is a complex service. It is offered through various outlets including online, through banks and mobile applications. Pricing for the service varies across these outlets, which is confusing for consumers. Brand confusion is also created with current licensing practices. For instance, Popmoney is called “Pay A Person” at US Bank. Many customers and even bankers at US Bank are unaware that this is actually Popmoney.

Mobile Application ComplicationsPopmoney’s mobile application has received poor customer reviews and ratings with 2.5 stars for the Apple App Store and 3.6 for the Android Play Store. Fifty-three of a total 72 reviews had a negative sentiment. Responses to these reviews and complaints were often robotic and not helpful leading to a poor customer service reputation. We also experienced many complications in downloading and operating the mobile application throughout our campaign. It took the app an average of two-and-a-half minutes to download and often resulted in an error message stating that identification could not be verified.

Apprehensive AudienceOur target audience is located in the Midwest. This particular audience is unique in that they lag about one year behind in accepting technological advances and trends. We also found in our primary research that our audience was very uncomfortable dealing with a third party banking institution, making it difficult to change attitudes and beliefs about using Popmoney online and through the mobile app.

Clarity of Contest RulesOur team faced a difficult time with the clarity of this year’s Bateman Case Study Competition rules. The rules stated that participants were not to create new social pages for the competition but to use their preexisting personal accounts. Later our team found that other participating teams did in fact have social pages up and running and that this was permitted. We also found it extremely difficult to create brand awareness without using the brand name or logo on social pages. We found this created more brand confusion as our audience did not see the connection of our pages that did not include the brand name or logo to our posts, which did include these pieces. We felt that we were at a disadvantage half way through the campaign duration as other teams were not following competition rules by using the brand name and logo in their social handles, page names and profile pictures.

University Rules and RestrictionsMinnesota State University Moorhead implements strict rules concerning catering and authority to use space that prohibited us from hosting events and displaying promotions in the Dining Center and Residence Halls. The University also has a partnership with US Bank, restricting on-campus promotion of Popmoney services offered at our team’s partnering bank, Northwestern Bank.

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MakeYourMoneyPOP!{ }SECONDARY RESEARCHPopmoney is a simple and secure personal payment service that lets you send, request and receive money from friends and family. You can use Popmoney online or through your mobile device. Popmoney is available at participating banks, Popmoney.com or through the app stores for iPhone, Android and Windows Phones. From the moment information is sent to the Popmoney service, throughout the entire transaction process, it is kept highly secure using industry-leading technology. Popmoney uses one-time verification codes that are sent to the email address or mobile phone number where the payment notification was sent to prevent an unauthorized person from fraudulently depositing someone else’s payment.

Popmoney gives consumers a better way to exchange money, and is specifically designed for person-to-person and small business payments. Popmoney offers straightforward pricing and allows users to send, request and receive money using their existing checking or savings account–no extra account is required.

More than 2,000 participating banks, such as Citibank, PNC, SunTrust, and a host of community banks and credit unions offer Popmoney through online or mobile banking. A list of participating banks is available at Popmoney.com. The service can also be accessed at Popmoney.com or through apps for iPhone and Android devices

Although with Popmoney being convenient and easy, during our research we noticed that Popmoney wasn’t the fastest or cheapest person-to-person electronic payment service. Fiserv, Popmoney’s parent company, executes 20 billion digital transactions, moving $1 trillion, every year. In fact, 55 million people use Fiserv-powered online banking services today. More than 70 percent of all bill payments made at U.S. financial institutions are processed by Fiserv according to Aite Group.

PRIMARY RESEARCHWe conducted qualitative and quantitative primary research to better understand our audience. For quantitative research, we conducted an electronic survey that was distributed to Minnesota State University Moorhead students. An electronic survey was also sent to parents of MSUM students. For qualitative research, we conducted a focus group of 11 MSUM students ages 18-24, personal interviews with 5 bankers in the Fargo-Moorhead area, and personal in-depth interviews with five students that attend MSUM.

Results:After conducting the electronic survey, and personal interviews the results showed that:

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MakeYourMoneyPOP!{ }Brand Recognition:• 5% of MSUM students had heard of Popmoney• 0% have used it

Safety and Security:• 7% of those surveyed had used a third party banking website such as PayPal• 55% find third party banking websites credible• A major concern expressed in the survey, the focus groups and personal interviews was safety and credibility of third party banking websites or applications such as Popmoney

Transaction Speed:• 46% of individuals expect transactions to be sent and processed immediately• 36% said they expected it to take one day• 5% said they would expect it to take three days or more

Cost of Use:• 52% saying they would pay less than $1 to use a person-to-person payment service• 48% saying they wouldn’t pay less than $1 to use a person-to-person payment service

Banker Interviews:• 3 of the 5 banks were using and promoting Popmoney• 1 bank was unaware that the program they were using was called Popmoney• This bank called the program “Pay a Person” and was under the impression that it was a program the bank had created• There was inconsistency between costs of using Popmoney at banks• Some offered the service free if transactions were under $100• Others offer it at a discounted rate of $0.50 instead of the $0.95 it costs to use through mobile application or online

52% SURVEYED WOULD PAY LESS THAN $1 TO

USE POPMONEY

3 OUT OF 5 OF THE BANKS WE INTERVIEWED

WERE USING AND PROMOTING POPMONEY

55% SURVEYED FIND THIRD PARTY BANKING WEBSITES CREDIBLE

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MakeYourMoneyPOP!{ }KEY PUBLICS

18-24 year old Minnesota State University Moorhead

students.

primary24-30 year old (older

than average) Minnesota State University Moorhead

students.

secondaryNorthwestern Bank in

Moorhead, Minnesota, and its customers.

tertiary

KEY MESSAGES

1234

Popmoney is a safe way to make electronic transactions.

Popmoney is conveniently at your FIngertips online, mobilely and through your bank.

Get your money faster with Popmoney.

NEVER WRITE A CHECK AGAIN.

COMMUNICATIONS PLAN & RESULTSObjective 1: To increase the number of mobile downloads of the Popmoney app, on iPhones, Androids, Windows smart phones, or on accessible tablets, by 30 percent.

Rationale: Our research results showed 91.3 percent of individuals who took our survey, own a smartphone. In addition 80 percent use online banking, mobile banking or both.

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MakeYourMoneyPOP!{ } Strategy1 : Share information on MSUM’s campus about Popmoney.

Tactic: Presenting to college classes. By obtaining access to college classes we were able to present a Prezi informing students about Popmoney. Our Prezi contained information on how to use Popmoney, how to access the website and suggestions of when to use Popmoney. In addition we provided students with informational cards to take with them and Popmoney stickers.

Strategy2: Engage public through incentivized trial usage of Popmoney.

Tactic: Encouraging the download of the Popmoney App using a sweepstakes with a cash prize drawing of $40 for one person within the first 100 people who download the app. Anyone after the first 100 people to download the app will be entered to win $10, with one winner. This was conducted by reserving booths in the two main trafficked buildings including the student union and a building which contains our bookstore and a cafe. We also made information cards available to the public to take with them.

X EXCEEDED!OBJECTIVE 1 We exceeded objective one with our research

indicating zero people use the Popmoney app, previous to our campaign. During our

campaign we measured 74 people downloading Popmoney’s mobile application.

Objective 2: To obtain 150 likes and follows of Popmoney on our social media sites.

Rationale: According to our research 57.7 percent of individuals found out about the last event they attended via Twitter or Facebook.

Strategy: Host a “Party with Popmoney” event on campus in addition to creating awareness of and encourage mobile usage of Popmoney with grassroots and campus media.

Tactic: Having individuals like and follow Popmoney on our campaign social sites. Once an individual completed this task, they were entered in a drawing to win a $10 gift card to the Dragon Cafe or Erbert & Gerbert’s. Liking or following Popmoney could also result in winning $50. If they should win the $50, the money would be Popped to them.

Tactic: Team Ivy Lee members shared the event page on Facebook and retweeted the event on Twitter to attract attention to the “Party with Popmoney” event.

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MakeYourMoneyPOP!{ }

X EXCEEDED!OBJECTIVE 2

We exceeded this objective by attracting 157 fans/followers on our social media networks.

Objective 3: Increase the number of registered Popmoney account users by 50.

Rationale: Our research indicated that only five percent of MSUM students had used or heard of Popmoney.

Strategy: Host a “Party with Popmoney” event on campus to encourage Popmoney usage through our partnership with the local bank, Northwestern Bank.

Tactic 1: Use Popmoney through Northwestern Bank during the week of the 21st-28th of February for free.

Tactic 2: Use Popmoney through Northwestern Bank during the week of the 21st-28th of February to be entered to win $10 into your Northwestern Bank account.

Tactic 3: Northwestern Bank implementing a sweepstakes during the month of February for any individual to fill out, after using Popmoney, to be entered in to a drawing for a popcorn machine.

Tactic 4: Asking individuals to register for Popmoney during our Popmoney event. After registering for Popmoney, they would be entered into a drawing to win a $10 gift card to Old Chicago. Registering for Popmoney could also result in winning $50. If they should win the $50, the money would be Popped to them.

X EXCEEDED!OBJECTIVE 3

We exceeded objective 3 with 53 individuals registering for Popmoney. Fourteen individuals

registered for Popmoney at our Party with Popmoney event. Northwestern Bank showed an increase of customer registration of Popmoney

by 39 individuals.

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MakeYourMoneyPOP!{ }Objective 4: Increase Popmoney usage through bank mobile apps by 10 percent.

Rationale: During our focus group, individuals addressed concern about sending money through a third-party banking system. However, they showed confidence in using electronic person-to-person payments through their bank.

Strategy: Partner with Northwestern Bank to promote Popmoney to MSUM students and Northwestern consumers.

Tactic 1: Encourage the use of Popmoney through a bank in the month of February by offering to be entered in a prize drawing. This was promoted through Northwestern Bank during the week of the 21st-28th of February.

Tactic 2: Use Popmoney through Northwestern Bank during the week of the 21st-28th of February for free.

Tactic 3: Use Popmoney through Northwestern Bank during the week of the 21st-28th of February to be entered to win $10 into your Northwestern Bank account.

Tactic 4: Northwestern Bank implementing a sweepstakes during the month of February for any individual to fill out, after using Popmoney, to be entered in a drawing for a popcorn machine.

Tactic 5: Provided informational cards about Popmoney, to Northwestern Bank, which were used in their banks drive-through services at their locations.

X exceeded!OBJECTIVE 4 We met objective 4 through our partnership

with Nortwestern Bank. Use of Popmoney at Northwestern’s Moorhead branch inreased by about 25%, according to Northwestern Bank.

BUDGET SUMMARYWe used our given budget of $300.00 for an online research survey, printing of designed promotional cards, cash prizes for sweepstakes, candy incentives and food for special events and focus groups. Our Make Your Money Pop campaign ended on budget with $0.14 remaining. We also received in-kind donations totaling $231.00 from local vendors

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MakeYourMoneyPOP!{ }including Erbert and Gerbert’s, Starbucks, Dragon Cafe, Old Chicago, Northwestern Bank and Minnesota State University Moorhead. The donations consisted of gift cards and prizes for sweepstakes, catering for special events and printing.

CONCLUSIONPeople deserve a service that lets them easily send, request and receive money without breaking out the checkbook or writing an IOU. Popmoney fills this void, and in February, Team Ivy Lee captured the attention of all who encountered our Make Your Money POP! campaign. Our campaign made people think twice about resisting digital person-to-person payment services and started a conversation on how to make money transfering simple and painless.

Our campaign Twitter and Facebook accounts had 47 followers and 97 likes, respectively, at the end of February. We tweeted 84 times and were retweeted 86 times and mentioned 9 times on Twitter. Our Facebooks posts were shared 17 times and our Facebook page received 291 clicks. Our Instagram account had 18 followers at the end of February and received 85 likes. Our campaign was mentioned a total of 196 times on social media and reached 5,279 unique users.

Team Ivy Lee built a concept that has the potential to be fully realized and utilized on college campuses across America. We started the conversation on MSUM’s campus on how to efficiently send, request and receive money in a brand new way.

Team Ivy Lee,Minnesota State University Moorhead

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SCHEDULEOur team began conducting preliminary secondary research at the beginning of the fall 2013 semester. After compiling secondary research, we conducted primary research, which consisted of our surveys and focus group. The entire fall semester was devoted to conducting research, learning how to schedule events, and pre-planning for the implementation phase of the competition. In January, we finished our planning for the implementation phase and finalized our schedule. In February, we utilized social media to get the word out about Popmoney and our events. We set up booths in key traffic areas of campus to spread the word about our campaign. Once the implementation stage was over, we put it all together in this book for your consideration.


{Appendix}

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

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MakeYourMoneyPOP!{ }SECONDARY RESEARCH MATERIALS

1 http://www.corporateinsight.com/blog/2603-popmoney-outperforms-in-p2p-payments.html“Popmoney outperforms in p2p payments”

2 http://www.paymentssource.com/news/its-no-facebook-but-p-to-p-system-fuels-online-social-in-teraction-3011617-1.html

“It’s No Facebook, but p-to-p system fuels online social interaction”

3 http://www.pewinternet.org/2012/04/17/the-future-of-money-in-a-mobile-age/“The Future of money in a mobile age”

4 http://www.fiserv.com/payments/personal-payments/popmoney-person-to-person-payments.htmFiserv popmoney overview

5 http://www.reuters.com/article/2013/02/01/banking-mobile-p2p-idUSL1N0B1A2D20130201“Sending electronic money to friends catching on”

6 http://www.aba.com/Products/Endorsed/Pages/popmoney.aspxAmerican bankers association popmoney overview

7 https://www.popmoney.com/media.htmlinformation from popmoney.com

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MakeYourMoneyPOP!{ }PRIMARY RESEARCHstudent surveyWe distributed an electronic survey to students at Minnesota State University Moorhead via Facebook and through the university news that is sent through a listserv to every MSUM student. The survey consisted of 22 multiple choice and short answer questions. The collection of the data was used to determine people’s thoughts, perceptions and attitudes of online and mobile banking.

1. Are you currently enrolled at Minnesota State University Moorhead (MSUM)? a. Yes b. No

Data Collection Results: Yes-91.25% No-8.75%

2. Which age category do you fall into? a. 18-24 b. 25-30 c. 31+

Data Collection Results: 18-24-75 students (93.75%) 25-30-5 students (6.25%) 31+-0 students (0%)

3. What is your gender? a. Male b. Female

Data Collection Results: Male-23 students (28.75%) Female-57 students (71.25%)

4. Do you own a smartphone? a. Yes b. No

Data Collection Results: Yes-91.03%

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MakeYourMoneyPOP!{ } No-8.97%

5. Which of the following do you use? a. Mobile banking b. Online banking c. Both d. None

Data Collection Results: Mobile banking-5% Online banking-30% Both-55% None-10%

6. Have you heard of Popmoney before this survey? a. Yes b. No

Data Collection Results: Yes-5% No-95%

7. If you answered yes to the previous questions, Where?

Data Collection Results Varied

8. Have you ever used Popmoney? a. Yes b. No

Data Collection Results: Yes-0% No- 100%

9. If you answered yes to the previous questions, how many times and what for?

Data Collection Results: N/A

10. What is the primary method you use to send and receive money from other people? a. Check b. Cash c. Online payment service

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MakeYourMoneyPOP!{ } d. Mobile payment service e. Wiring money through your bank

Data Collection Results: Check-34 students (42.5%) Cash-25 students (31.25%) Online payment service-17 students (21.25%) Mobile payment service-2 students (2.5%) Wiring money through bank-2 students (2.5%)

11. What concerns do you have with handling finances online?


12. Have you ever used an online payment service such as Paypal? a. Yes b. No

Data Collection Results: Yes-46 students (57.5%) No-34 students (42.5%)

13. If you answered yes to the previous questions, what service did you use and what did you like and dislike about it?


14. How fast do you expect a person-to-person transaction to go through? a. Immediately b. 1 day c. 2 days d. 3+ days

Data Collection Results: Immediately-46.25% 1 day-36.25% 2 days-12.5% 3+ days-5%

15. Would you use a person-to-person mobile banking app if the fee was less than a dollar per transaction? a. Yes b. No

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MakeYourMoneyPOP!{ }Data Collection Results: Yes-41 students (51.9%) No-38 students (48.1%)

16. On average, how many person-to-person transactions do you make per month? a. 0-3 b. 4-7 c. 7-10 d. 10+

Data Collection Results 0-3- 59 students (74.68%) 4-7-18 students (22.78%) 7-10-0 students (0%) 10+ -2 students (2.53%)

17. How often do you receive money from your parents per month? a. 0-3 b. 4-7 c. 7-10 d. 10+

Data Collection Results: 0-3-74 students (93.67%) 4-7-5 students (6.33%) 7-10-0 students (0%) 10+-0 students (0%)

18. How often do you receive money electronically from your parents? a. 0-3 b. 4-7 c. 7-10 d. 10+

Data Collection Results: 0-3-92.5% 4-7-7.5% 7-10-0% 10+-0%

19. What method of payment do you use to pay rent? a. Check b. Cash

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MakeYourMoneyPOP!{ } c. Online payment service d. I do not pay for rent

Data Collection Results: Check-65.38% Cash-1.28% Online payment service-8.97% I do not pay for rent-24.36%

20. Do you consider third party banking website credible (PayPal, Popmoney, Square Cash, etc)? a. Yes b .No

Data Collection Results: Yes-44 students (55.7%) No-35 students (44.3%)

21. In what situations do you make person-to-person transactions?


22. How did you hear about the last event you attended? a. Twitter b. Facebook c. Email d. Word of mouth e. Print advertisement Data Collection Results: Twitter-3.85% Facebook-53.85% Email-7.69% Word of mouth-32.05% Print advertisement-2.56%

parent surveyWe distributed an electronic survey to parents of MSUM students via email. The survey consisted of 19 multiple choice and short answer questions. The collection of data was used to determine parent’s thoughts, perceptions and attitudes of online and mobile banking. The survey was also used to determine parent’s preferred method of sending money to their children.

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MakeYourMoneyPOP!{ }1. Do you have a child who is currently enrolled at Minnesota State University Moorhead (MSUM)? a. Yes b. No


2. Which age category does your child enrolled at MSUM fall into? a. 18-24 b. 25-30 c. 31+

Data Collection Results: 18-24-7 parents (77.78%) 25-30-2 parents (22.22%) 31+-0 parents (0%)

3. Which age category do you fall into? a. 40-50 b. 51-60 c. 61-70 d. 71+

Data Collection Results: 40-50-8 parents (88.89%) 51-60-1 parent (11.11%) 61-70-0 parents (0%) 71+-0 parents (0%)

4. What is your gender? a. Female b. Male

Data Collection Results: Female-7 parents (77.78%) Male-2 parents (22.22%)

5.How many children do you have?


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MakeYourMoneyPOP!{ }6. Do you own a smartphone? a. Yes b. No


7. What concerns do you have with handling finances electronically (online or mobile)?


8. Would an online payment service that is offered through your bank rest some of your concerns? a. Yes b. No

Data Collection Results: Yes-8 parents (88.89%) No- 1 parent (11.11%)

9. What can a company do to put your mind at ease about sending money electronically?


10. Which of the following do you use? a. Online banking b. Mobile banking c. Both d. Neither

Data Collection Results: Online banking-66.67% Mobile banking-0% Both-0% Neither-33.33%

11. Do you consider third party banking website credible? For example PayPal. a. Yes b. No

Data Collection Results: Yes-5 parents (55.56%)

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MakeYourMoneyPOP!{ } No-4 parents (44.44%)

12. In what situations do you make person-to-person transactions?


13. How often do you send money to your child/children per month? a. 0-3 b. 4-7 c. 7-10 d. 10+

Data Collection Results: 0-3-77.78% 4-7-11.11% 7-10-0% 10+-11.11%

14. What method do you use to send money to your child/children? a. Cash b. Checks c. Mobile payment service d. Online payment service e. Wiring money through your bank

Data Collection Results: Cash-33.33% Checks-41.67% Mobile payment service-0% Online payment service-8.33% Wiring money through your bank-16.67%

15. Do you think it would be easy and convenient to send money to your child/children electronically using a mobile app? a. Yes b. No

Data Collection Results: Yes-5 parents (55.56%) No-4 parents (44.44%)

16. Do you think it would be easy and convenient to send money to your child/children using an online website?

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MakeYourMoneyPOP!{ } a. Yes b. No

Data Collection Results: Yes-8 parents (88.89%) No-1 parent (11.11%)

17. How comfortable do you feel with sending money electronically (online or from a mobile app on a smartphone or tablet)? a. Very uncomfortable b. Moderately uncomfortable c. Moderately comfortable d. Extremely comfortable

Data Collection Results: Very uncomfortable-5 parents (55.56%) Moderately uncomfortable- 2 parents (22.22%) Moderately comfortable-2 parents (22.2%) Extremely comfortable-0 parents (0%)

18. Does your child/children use the same bank as you? a. Yes b. No

Data Collection Results: Yes- 5 parents (55.56%) No-4 parents (44.44%)

19. Please rate the following in order of importance to you in concern with person-to-person payments. ( 5 stars being the most important and 1 star being the least). • Security • Speed • Convenience • Cost • Using services offered through your bank


banker surveyWe conducted personal interviews with 5 financial institutions in the Fargo-Moorhead area. The interviews consisted of 14 questions. The financial institutions that were interviewed were Bell State Bank & Trust, US Bank, Gate City Bank, Northwestern, and Wells Fargo.

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MakeYourMoneyPOP!{ }1. Does your bank receive incentives for offering Popmoney services?

2. Does your bank pay money to offer Popmoney services?

3. Do you personally promote Popmoney to customers? If so, how?

4. On average how many customers do you interact with face-to-face per day?

5. Would you make more of an effort to promote Popmoney to customers if you receive personal incentives?

6. Does your bank promote Popmoney to its customers? If so, how?

7. If a customer uses Popmoney through your bank’s website is it free?

8. Are fraudulent transactions made through Popmoney services protected by your bank?

9. How many customers at your bank have made transactions using Popmoney?

10. What method do most of your customers send money and receive money to and from another person?

11. Do you feel that your bank’s customers generally trust or distrust electronic (online or mobile) payment services?

12. What are the advantages of customers using an electronic person-to-person payment service such as Popmoney?

13. What are the disadvantages of customers using an electronic person-to-person payment service such as Popmoney?

14. Are all of your bank’s employees educated about Popmoney services?

Focus groupDuring our primary research, our team conduct a focus group to gather more information. By conducting a focus group we were able to interact with our target audience, observe their actions and reactions towards our questions about Popmoney.

We enticed our target audience to attend our focus group with donated sandwiches by Erbert & Gerbert’s. Eleven members of our target audience attended our focus groups; seven males and four females.

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MakeYourMoneyPOP!{ }We started our focus group with ice breaker questions. From there, our audience discussed how technology and computers are top trends, for their age group. iPhone and Window phones were the only phones the members of our focus group owned. They chose these phone because they find them easy to use, enjoy the access to the internet and for the high convenience level(s) they offer.

To know more about how to present Popmoney to our target audience, we must know more about them. In their free time our focus group participants like to stay healthy by working out, watching movies with friends, discovering new and trending music, they enjoy traveling, enjoying the outdoor, reading and going out with friends. The most respected and trusted way, the members of our focus group heard about events happening, was word of mouth, and person-to-person. Socially, they use Twitter, Facebook then email, to hear about events.

When questioned about what outlets they use for their personal finances, 50 percent of individuals prefer walking into the bank, 30 perfect strictly use online access and 20 percent use their banks drive-thrus. The number one answer to how they pay people back was by checks. From there they use cash, or using a “I’ll buy next time” method. Group members were willing to change they way they paid others if the method was convenient, easy to use or if others were using it.

All members of our focus group agreed, they would be more interested in a person-to-person pay service if they could use it for free. They also emphasized the importance of sending/receiving money in a quick timely manner. They also agreed they would be more willing to trust a service, such as Popmoney, if their bank offered and supported it.

PROMOTIONAL MATERIALS

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MakeYourMoneyPOP!{ }EVENT DESCRIPTIONS

Our first event took place on February 12th, 2014 from 10 am to 3 pm. We had two booths, one located in the Comstock Memorial Union, our student union. The other booth was located in a high traffic area in Maclean one of our campus buildings. The event was a download sweepstakes where we asked students passing by to download the mobile application Popmoney. If they did and showed up, they were entered into a sweepstakes drawing to win $40. Blowpops attached to informational cards were also available at the booths.

Results: We had 57 students download the mobile application.

APP DOWNLOAD CONTEST

PARTY WITH POPMONEYThe second event we did took place on February 26th, 2014 from 5-6 p.m. The event theme was ‘Party with Popmoney’. Free pizza and pop were available to everyone that came. There was also a contest drawing to win $50 cash, Dragon Café gift cards, Old Chicago gift cards, and Erberts and Gerberts boxed lunches. Northwestern Bank, a local bank that promotes Popmoney, also attended the event. Northwestern provided another prize consisting of a small popcorn maker and accessories if you took their survey.

Results: We had 14 people attend the event.

25

MakeYourMoneyPOP!{ }BUDGET

SOCIAL MEDIA ANALYTICS

26

SCHEDULE

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

MakeYourMoneyPOP!{ }MSUM PAY OTHER PEOPLE SOCIAL ANALYSIS - FEBRUARY 2014

FACEBOOKTotal Fans Reach Page Like Sources

Post Clicks Likes, Comments and Shares

Top Posts by Engagement

TWITTERTotal Followers Engagement Top Tweets by Engagement

INSTAGRAMFollowers Engagement Top Post by Engagement

LISTENING ANALYSISMedia Type Conversation Cloud Sentiment Internal vs. External Mentions

Demographics Top Hashtags

Total Mentions:

@MSUMPayOtherPPL

Topic Trends

Engagement

97

47

291

18 85

4

Likes Comments

February 2014

86

9

Retweets Mentions

16

0

0

People Reached: 308 Post Clicks: 83 Other Clicks: 25 Photo Views: 58 Engagement Rate: 17%

0 5 10 15 20 25 30 35

0 100 200 300 400 500 600 700 800

1-Fe

b

2-Fe

b

3-Fe

b

4-Fe

b

5-Fe

b

6-Fe

b

7-Fe

b

8-Fe

b

9-Fe

b

10-F

eb

11-F

eb

12-F

eb

13-F

eb

14-F

eb

15-F

eb

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eb

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eb

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28-F

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Reach People Talking About This

2

14

15

33

Hovercard

Page Invite

Mobile

Page Profile

Like Sources

11

2

0

People Reached: 495 Post Clicks: 126 Other Clicks: 0 Photo Views: 126 Engagement rate: 26%

9

2

0


4

8

0


5 5 4

5 Retweets 8 Favorites



74

17 2

Likes Shares Comments

21%

79%

Positive Neutral Negative

53%

47%

Internal (Twitter + Facebook Posts) Fans/Followers/Friends

1

2

4

69

175

Blogs

Aggregator

Mainstream News

Facebook

Twitter

251

0

5

10

15

20

25

30

Mentions

1

2

3

23

80

105

#Olympics

#MSUM

#Popmoney

#SuperBowlSunday

#MakeYourMoneyPOP

#MSUMpopmoney

81%

19%

Male Female

MSUM PAY OTHER PEOPLE SOCIAL ANALYSIS - FEBRUARY 2014

FACEBOOKTotal Fans Reach Page Like Sources

Post Clicks Likes, Comments and Shares

Top Posts by Engagement

TWITTERTotal Followers Engagement Top Tweets by Engagement

INSTAGRAMFollowers Engagement Top Post by Engagement

LISTENING ANALYSISMedia Type Conversation Cloud Sentiment Internal vs. External Mentions

Demographics Top Hashtags

Total Mentions:

@MSUMPayOtherPPL

Topic Trends

Engagement

97

47

291

18 85

4

Likes Comments

February 2014

86

9

Retweets Mentions

16

0

0


0 5 10 15 20 25 30 35

0 100 200 300 400 500 600 700 800

1-Fe

b

2-Fe

b

3-Fe

b

4-Fe

b

5-Fe

b

6-Fe

b

7-Fe

b

8-Fe

b

9-Fe

b

10-F

eb

11-F

eb

12-F

eb

13-F

eb

14-F

eb

15-F

eb

16-F

eb

17-F

eb

18-F

eb

19-F

eb

20-F

eb

21-F

eb

22-F

eb

23-F

eb

24-F

eb

25-F

eb

26-F

eb

27-F

eb

28-F

eb

Reach People Talking About This

2

14

15

33

Hovercard

Page Invite

Mobile

Page Profile

Like Sources

11

2

0

People Reached: 495 Post Clicks: 126 Other Clicks: 0 Photo Views: 126 Engagement rate: 26%

9

2

0


4

8

0


5 5 4




74

17 2

Likes Shares Comments

21%

79%

Positive Neutral Negative

53%

47%

Internal (Twitter + Facebook Posts) Fans/Followers/Friends

1

2

4

69

175

Blogs

Aggregator

Mainstream News

Facebook

Twitter

251

0

5

10

15

20

25

30

Mentions

1

2

3

23

80

105

#Olympics

#MSUM

#Popmoney

#SuperBowlSunday

#MakeYourMoneyPOP

#MSUMpopmoney

81%

19%

Male Female

27

Marketing

Popmoney Public Relations Campaign