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VyStar Credit Union: Empowering Hispanic Communities

Join VyStar Credit Union to gain financial security and success. We specialize in serving the Hispanic community in Jacksonville, Florida. Experience the benefits of a diverse and culturally accepting financial institution.

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VyStar Credit Union: Empowering Hispanic Communities

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  1. #LendAHelpingHand

  2. Meet Our Team! • President: Cody Comernisky • Vice President: Fallon Demers • Account Coordinator: Christine Copeman • Senior Chairman: Karina Lizarribar • Social Media Coordinator: Ashley Stevens

  3. Why Chameleon?

  4. Past Clients • Taco Bell • Google • Toyota • Univision • McDonalds

  5. Client Background • Your credit union was founded in Jacksonville • Has numerous locations throughout Florida • Grown to become one of the largest credit unions in the nation serving over 500,000 members nation wide • Vision Statement: “The vision of VyStar Credit Union is to be the primary financial institution for its members and to bring credit union services to more people.” • VALUES

  6. The situation that VyStar Credit Union is facing is that VyStar wants to target Hispanics in the Jacksonville community and provide them with more information to give them financial security and success. Situation Analysis VyStar will accomplish this goal by using social media, events, and traditional media to attract Hispanics in the community. 

  7. Target Audience 18 to 30-year-old Hispanics in Jacksonville, Florida

  8. Secondary Research According to DemographicsNow: • Hispanics make up 9.2 percent of the population. • A total of 81,010 Hispanics reside in the city, and by 2021 that number is expected to increase to 96,076. • From 2000 to 2010, Hispanics were the fastest growing ethnic group in all of Jacksonville because their population grew 108.8 percent within that ten-year period. • According to Forbes, Entrepreneurship is also very high among Hispanics in Jacksonville at 17.1 percent.

  9. Secondary Research According to TargetMarketingMag.com, Hispanics born in the U.S. will behave differently than a foreign-born U.S. Hispanic. This includes differences in language uses, consumerism, media exposure and marketing maturity According to our research through DemographicsNow.com: • Hispanics located 32212 ZIP code are digital dependents who value digital devices and technology According to PewResearch Center: • 60 percent of Hispanic adults have a desktop or laptop computer, compared to the 83 percent of Caucasians • 88 percent of native-born Hispanics own a smartphone, compared with 62 percent of Hispanics born abroad • Hispanics use the most social media (74%) when compared to Caucasians (69%) and African-Americans (63%) • 18 to 30-year-olds are the biggest users of Facebook (88%) followed by IG (59%) and Twitter (36%) • Hispanics are the most smart phone dependent at roughly 26%

  10. Primary Research FCPRA administered a five-question survey on Facebook that focused on basic information that related to our campaign. • What is your ethnicity? • How likely are you to join a bank that acknowledges ethnic differences? • Do you think your bank targets your ethnicity? • If your bank held an event, what event you would want to attend? • Do you know the difference between a bank and a credit union?

  11. Primary Research In addition to the survey, we conducted an in-person interview with Karina Lizarribar: • What is your Ethnicity? What generation are you? • Why did you join the bank/credit union you are currently with? • Do you feel like they represent your ethnic background? Why? • If your bank held an event, what would you want it to be? Why? • How would you like your bank to represent your ethnic diversity? • How do you think a bank could represent different backgrounds? • What do you know about VyStar Credit Union? • How do you think a bank gets members or maintains its members?

  12. Campaign Goal The overall campaign goal is to increase the diversity in financial planning and educate the Hispanic audience in Jacksonville while providing resources to help them gain financial security with VyStar Credit Union.

  13. Objectives and Strategies Objective 1: Generate awareness about VyStar in Jacksonville to the Hispanic community through traditional media outlets by 30 percent before the end of March 2018 Strategy: The FCPRA is targeting 18-30 year-old Hispanics to generate awareness about the importance of joining a credit union. Advertising through media outlets like television, radio and magazine can help show how culturally accepting and diverse VyStar is.

  14. Tactics 92.1 FM 106.9 FM • Play a 30 second advertisement on the local Hispanic radio stations (92.1 FM and 106.9 FM) about the importance of financial planning. • Advertise a commercial about VyStar on Jacksonville’s local Univision television channel that shows the Hispanic community coming together to embrace its culture with family, food and dancing. • Purchase an informational advertisement about VyStar with a picture of a Hispanic family in the People en Español magazine.

  15. Objectives and Strategies Objective 2:  Increase awareness of the benefits of a VyStar membership along the Hispanic community by 25 percent in May 2018. Strategy: Hispanics are the largest minority group in the U.S. and have little knowledge of financial planning, VyStar needs to explain why banking with its organization is better than other competitors.

  16. Tactics • Teach the Hispanic community the difference between a credit union and a bank by listing out the pros and cons through flyers passed out at Florida State College of Jacksonville, Keiser University and Jacksonville University. • Promote family-based plans like a child’s savings account or retirement funding in Jacksonville through social media such as Facebook, Instagram, and Twitter – #LendaHelpingHand. • Endorse the rewards plan VyStar offers placing online advertisements on popular shopping websites such as Amazon.

  17. Objectives and Strategies Objective 3 : To recruit 10 percent of new Hispanic members in the Jacksonville area by May 1, 2018 Strategy: Hispanics tend to be very family-oriented and musically inclined according to Meneses Research and Associates. VyStar should hold events that are family-friendly and includes music.

  18. Tactics • Have Pitbull perform at a family-friendly concert at the Jacksonville Seawalk Pavilion. There will be food provided and VyStar representatives handing out informational flyers and raffle tickets for donated items. • Host an event with multiple Hispanic food trucks in the vacant K-Mart parking lot at the beach to bring the community together to learn about VyStar. • Host a bingo event that will be open for adults and children in the DeerCreek Club House. There will be prizes for all the winners that participate and an informational session about VyStar and all it has to offer.

  19. Creative Elements • Our campaign slogan is “Start with VyStar” because we want to get straight to the point and let our audience know they should begin their financial planning with VyStar. • The new client logo design is a hand formed together by all of the Hispanic countries. • We want Hispanics to be educated about financial issues and assure them that VyStar will lend a helping hand. • #LendaHelpingHand

  20. Calendar • December 11, 2017: Create PR calendar & send calendar to VyStar for approval • January 3, 2018: Create 30 second advertisements about the importance of financial planning • January 4, 2018: Contact Pitbull’s manager & ask for Pitbull as the headliner for the Jacksonville Beach pavilion concert • January 8, 2018: Start airing 30 second advertisements on 92.1 FM and 106.9 about the importance of financial planning • January 10, 2018: Create commercials representing Latin culture including dancing, food, and family • January 14, 2018: Play commercials representing Latin culture on local Univision station

  21. Calendar • January 16, 2018: Start posting statuses & pictures about family-based plans on Facebook, Instagram, and Twitter • January 22, 2018: Create informational advertisement including a picture of a Hispanic family   • February 9, 2018: Place informational advertisement for the People en Español magazine • February 11, 2018: Create informational flyers to pass out to college students • February 16, 2018: Pass out flyers at Florida State College of Jacksonville, Keiser University and Jacksonville University • March 1, 2018: Create online advertisements about reward plans

  22. Calendar • March 5, 2018: Place online advertisements on Amazon • March 14, 2018: Contact local radio stations to play music for food truck rally • April 7, 2018: Hold a food truck rally at the vacant K-Mart parking lot • April 11, 2018: Host a bingo game in DeerCreek Country Club House • April 21, 2018: Hold family-friendly concert featuring Pitbull at the Jacksonville Beach Pavilion • April 23, 2018: End PR campaign, gather data of new Hispanic VyStar members, & evaluate the objectives reached • May 4, 2018: Share data results with VyStar

  23. BUDGET

  24. Tactic Total: $350,871 • Agency Fee:  $70,000 • Total Budget: $420,871

  25. Campaign Evaluation Objective 1: To generate awareness about VyStar Credit Union in Jacksonville to the Hispanic community through traditional media outlets by 30 percent before the end of March 2018. Objective 2: To increase awareness of the benefits of a VyStar membership along the Hispanic community by 25 percent in May 2018. Objective 3: To recruit 10 percent of new Hispanic members in the Jacksonville area by May 2018.

  26. Conclusion • Our campaign will strengthen VyStar’s relationship with the Hispanic audience by utilizing: • Traditional media outlets • Social media platforms • Events in the local areas of Jacksonville • “Don’t be afraid to lose. Listen. And always invest in yourself.” -Pitbull

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