A campaign for Fiserv and Popmoney

University of Maryland 2014 Bateman Team Mary Beck Laurn Jones Rian Kirchhoff Kaylee Hillard Rachel Poisall

Table of Contents
Introduction Situation Analysis Research Planning Goal Objectives, Strategies and Tactics Conclusion

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Special thanks to our faculty advisors Professor Susan Whyte Simon and Professor Richard Toth and professional advisor Steven Drake. POPumd would also like to thank the teams at Edelman and Ketchum for their encouragement and insights, Terp Thon for welcoming us to the cause, and Megan Piluk and Lauren Taylor from Maryland Athletics for working with us and Terp Thon on the flash mob. Additional thanks to the Gamer Symphony Orchestra, the Treblemakers, Ledo Restaurant and Cornerstone Grill & Loft.

Introduction
College students typically do a lot of splittingsplitting lunch, splitting bills, splitting groceriesoften all in one day. University of Maryland students typically do a lot of fundraising fundraising for their teams, fundraising for their clubs, fundraising for charitiesoften all in one month. Now, thanks to POPumds dynamic campaign promoting Popmoney personal payment service, Maryland students have the ability to do it all through one simple and secure service. Terpsshort for the university mascot, the Terrapintake pride in their efforts to fearlessly innovate, create and make a difference. Donating to a charitable organization was the number one motivator for students to try an electronic person-to-person (e-P2P) pament service, according to our research. Therefore, POPumds overarching strategy was to partner with the universitys largest student-run charity, Terp Thon, to encourage Terps to Pay It Forward. Our February program coincided with Terp Thons fundraising efforts for Childrens National Health System, which culminates in a 12-hour dance marathon in early March. The partnership enabled more students to contribute to Terp Thon using Popmoney to Pay It Forward in the weeks before the marathon. We then forwarded Popmoneys objective of showing students how the simple and secure service is applicable in their everyday lives. Through a unique partnership with Terp Thon, POPumd increased awareness and generated trial of Popmoney among thousands of students. Our team distributed 1,000 fliers, generated almost 60,000 digital media impressions and held 22 events.

Situation Analysis
Millennials, who rely on smartphone technology to connect with each other and simplify their lives, are turning to electronic payment systems in rising numbers. Compared to other e-P2P payment services, Popmoney was not well-known on our campus; however, our research suggested we had ample opportunity to expand Popmoneys brand among students. In fact, our team found that Venmo, a competing e-P2P payment service, was escalating in popularity on campus. Survey data showed that 36 percent of students had either heard of or used Venmo, while only 13 percent of students had heard of Fiservs Popmoney. With this information, our team decided it was imperative to distinguish Popmoney by building a campaign around Popmoneys unique features and capabilities and by rousing Terps fearless philanthropic spirits. On a campus of more than 30,000 students, we saw an opportunity for extensive interaction and involvement through the implementation of our program. According to Fiserv, Popmoneys current users are largely in two age brackets: those aged 23-33, and those aged 44-54. Our team aimed to expand awareness and usage of Popmoney among a younger demographic, focusing on students aged 18-24. Fiserv reports that currently Popmoney is primarily used for larger payments, such as shared roommate expenses and travel. To further expand the use of Popmoney, our team incorporated other situations where students would benefit from using the service.

Research
Secondary Research
We began our secondary research with environmental scanning of the financial services industry, which resulted in key findings about the growing popularity of electronic payment services. Specifically, the use of e-P2P services among young adults is becoming a trend as dependence on mobile technology continues to rise. Electronic funds transfers are on the rise (Federal Reserve System, 2013) The Federal Reserve processes fewer than a third of the checks it did 20 years ago
(Federal Reserve System, 2013)

Smartphones are now used by 35% of American adults to manage their personal and professional lives on-the-go (Pew Research, Smith, 2011) Almost 50% of consumers who conducted mobile banking transactions in the last 30 days are from Generation Y (Fiserv, 2011, Beyond Mobile Banking) E-P2P customers trust their banks over third-party services or credit card companies
(Fiserv, 2011, Beyond Mobile Banking)

Primary Research
Our team surveyed 102 students and conducted two preliminary focus groups, one with young University of Maryland alumni and one with undergraduate students. We also conducted interviews with two graduate students, one student group leader, four Terp Thon officials and one electronic payment systems expert in the Robert H. Smith School of Business. Undergraduate Student Survey The surveys purposes were to generate data surrounding current e-P2P awareness and usage levels among students and to discover the best ways to encourage trial of Popmoney. All respondents were screened to ensure they were Terps with a bank account (our prime target). Our research found students are most willing to try an e-P2P payment service to donate to a charity, followed by paying dues for a student organization and splitting formal expenses with roommates. We also found that Terps dont carry much cash58 percent of survey respondents carry less than $20 in cash and 18 percent dont carry any cash at all. Based on these findings, we decided to recreate these situations throughout our campaign to encourage trial of Popmoney. More detailed survey findings are below:

Focus Groups In both focus groups, we found that none of the participants had heard of Popmoney. Students said: They are more likely to use Popmoney for larger payments. They like the convenience of the app. They like the immediacy and convenience of mobile payments, but worry about the security of mobile transactions. Popmoney would seem more secure if it were better-known and widely used.

Challenges & Opportunities

Challenge: Venmos Popularity The use of other e-P2P payment services, especially Venmo, was growing rapidly while few students had heard of Popmoney. Venmos emerging popularity and free service was a major challenge, because as we found in our focus groups, students are more willing to try an e-P2P payment service if they know many of their peers are using it. Opportunity Prior to our partnership, Terp Thon was already a leading charitable cause on campus. Our partnership with the organization enabled us to counteract the increased awareness levels of competing e-P2P services on campus. By word-of-mouth methodology, digital media and print materials, our team successfully associated Popmoney with exciting Terp Thon events that allowed Terps to Pay It Forward. Challenge: On-campus Bank Capital One, the only bank on campus, does not support the use of Popmoney through its banking services. A quarter of our survey respondents reported banking with Capital One. Opportunity Popmoney can be used through nearly 2,000 other financial institutions, through the Popmoney mobile app or on Popmoney.com. Students who bank with Capital One can still use Popmoney through its website and app. Challenge: Data Breach On February 18, halfway through our campaign outreach, there was a major data breach at the University of Maryland that affected more than 300,000 past and current students and faculty members. This incident made students more sensitive to security concerns and hesitant to provide the personal information necessary to register for Popmoney. Opportunity We established Popmoneys reputation as a simple and secure money transferring service, in comparison to its competitors. POPumd emphasized Popmoneys significant security benefits, third-party certifications and relationships with respected banking institutions.

Planning
Target Publics
Primary: UMD students aged 18-24, which addresses a younger demographic than the typical Popmoney user. In particular, we reached out to: Student group leaders Fraternity and sorority members Study abroad students Off-campus students Graduate students and young alumni Secondary: Parents of UMD students Intervening: Influencers Terp Thon The Diamondback, UMDs most-read student newspaper Local restaurants

Key Messages
Terps use Popmoney to simply and securely Pay It Forward in their everyday lives. University of Maryland Students, aged 18-24 Popmoney is a simple and secure way to: Donate to Terp Thon, the universitys largest student-run philanthropic organization Pay back your friends/roommates for food, rent and other shared expenses Collect and manage funds for your student/Greek organization Request money from your parents while you study abroad Split the cost of your meal at a restaurant Parents of University of Maryland Students Popmoney is a simple and secure way to: Send your Terp money whether your student is on campus or abroad

Goal: Terps will embrace Fiservs Popmoney as a simple and

secure way to Pay It Forward.

Objectives, Strategies and Tactics

Objective 1: Awareness
Increase knowledge of Popmoney among UMD students by 50 percent during February.

Strategy 1: Create awareness of Popmoney on campus through face-to-face interactions and

print material distribution. Rationale: The University of Maryland is a large, diverse campus, so the POPumd team needed to reach students in a variety of ways. Face-to-face interactions engaged members of the target public, informed them about Popmoney and allowed us to answer their questions. Fliers and handouts helped us increase awareness of Popmoney and our campaign as a whole, while aiding word-of-mouth efforts. Tactic 1: Placed guest column in The Diamondback. Our column about managing money with roommates presented Popmoney as a solution to splitting shared expenses. We pitched The Diamondback because it is the largest newspaper on campus and more than 91 percent of Terps rely on it for news. It was also ranked seventh most-read college paper by The Princeton Review. The Diamondback estimates a circulation of approximately 10,500. Tactic 2: Posted Roommate fliers. POPumd distributed these to 500 houses and apartments both on and off campus. The fliers described how roommates can use Popmoney to split shared expenses and avoid roommate conflicts. Tactic 3: Presented to fraternity and sorority members. Our team presented at 13 fraternity and sorority meetings, reaching almost 700 members. We explained Popmoney and its benefits and encouraged members to use Popmoney for social transactions and to donate to Terp Thon.

Tactic 4: Held weekly POPMonday events. Every Monday in February, we manned a table outside of Stamp Student Union, which is the center of campus and a high-traffic area. During these all-day events, we engaged 240 students in conversation about Popmoneys benefits, encouraged them to download the app and distributed free branded bags of popcorn. Tactic 5: Created Donate to Terp Thon fliers. We included a QR code on each flier that linked to the Popmoney website along with instructions on how to donate. Our team distributed about 200 fliers during all presentations and several POPumd events. Tactic 6: Distributed Fiservs How to Use Popmoney fliers. We distributed 50 fliers at our events to show students how simple it is to use Popmoney. Tactic 7: Posted university bus ads. These ads were approved by UMDs Department of Transportation Services and displayed on 22 UMD buses for a two-week duration, creating a total of 155,000 impressions.

Tactic 8: Designed study abroad postcards. The universitys Study Abroad office included 250 postcards in information packets for students planning to study abroad. Tactic 9: Displayed POPumd balloons. To launch our campaign, we displayed 22 orange balloons branded with #POPumd in prominent areas on and near the University of Maryland campus on February 1. Tactic 10: Attended StampFest. Our team manned a table at StampFest, an event showcasing the universitys vast number of student organizations for students interested in joining one. We gave out stickers and fliers to both students and student organization leaders. Tactic 11: Circulated Pay It Forward books. We initiated three composition books for students to pass around that encouraged them to write positive messages to each other. The purpose of these books was to personalize our Pay It Forward concept and encourage more social media engagement with our publics. We estimate about 150 students received and contributed to these books. Tactic 12: Supplied Fiservs Pay People with Popmoney stickers. We distributed 100 stickers during POPumd events and in undergraduate communication classes.

Strategy 2: Partner with Terp Thon to increase awareness of Popmoney among students. Rationale: Although Terp Thon already had a significant presence on campus, our team
expanded their reach to motivate more students to contribute. Tactic 1: Distributed Donate to Terp Thon fliers. These fliers visualized our partnership with Terp Thon by presenting both of our logos in one place. Our team distributed these during presentations and POPumd events. Tactic 2: Partnered with Maryland Athletics for flash mob and halftime announcement. Together we executed a flash mob that Terp Thons executive board members started. The flash mob occurred at the annual Gold Rush basketball game, which sold out this year. We wrote an announcement about donating to Terp Thon using Popmoney that the announcer read during halftime. Popmoney.com and the email address for donations, POPumdTerpThon@gmail. com, were displayed on the Jumbotron.

Objective 1 Outcome: EXCEEDED

We increased awareness by 500 percent. Before our campaign, only 13 percent of students surveyed said they had heard of Popmoney. After our campaign, 75 percent of survey respondents said they had heard of Popmoney, and almost two-thirds of these people heard about Popmoney from the POPumd team. Through our events and print materials, we generated more than 188,000 impressions among students. This number includes the 155,000 bus ad impressions, and 1,000 fliers and stickers distributed. Also included are the 1,200 students we spoke to in-depth about Popmoneys benefits at presentations and events and the 17,950 fans who attended the basketball game and heard our announcement.

Objective 2: Trial
Motivate at least 50 people to try Popmoney during February, as measured by app downloads and transactions.

Strategy 1: Engage with local on- and off-campus organizations to encourage trial of
Popmoney among students in February. Rationale: We wanted to establish relationships with local organizations to encourage future use of Popmoney. Through these tactics, we presented Popmoney in scenarios where students were already spending money. Tactic 1: Hosted Trivia Nights at Cornerstone Grill & Loft. We hosted two trivia nights with 169 total guests at a popular College Park restaurant and bar. We awarded extra points to teams that downloaded the Popmoney app and/or donated to Terp Thon using Popmoney during the event. Tactic 2: Distributed Split your check fliers and posters. POPumd partnered with seven popular local restaurants. Four restaurants included 160 total fliers in their checkbooks, and the other three restaurants displayed each poster in a prominent location. Tactic 3: Collaborated with Treblemakers a cappella group. The Treblemakers deliver Valentines Day singing grams annually, and they agreed to present Popmoney as a payment option when purchasing singing grams online. Tactic 4: Encouraged app downloads at POPMondays. Our team helped eight students successfully download the Popmoney mobile app or complete a transaction.

Strategy 2: Partner with Terp Thon to motivate students to donate to Childrens National Health
System through trial of Popmoney. Rationale: Our survey indicated that students would be most willing to try an e-P2P service to donate to a charity. Terp Thon is a large, respected student group on campus, and our partnership with them increases our reach and credibility. Tactic 1: Held Ledo Restaurant fundraiser for Terp Thon. We organized a fundraiser for Terp Thon at Ledo Restaurant, a popular dining destination for students. We manned a table inside the restaurant where we provided information about splitting dinner checks with Popmoney and gave out free movie screening passes to nine Popmoney users.

Tactic 2: Hosted Gamer Olympics with the Gamer Symphony Orchestra and Terp Thon. We offered event attendees a discounted entry fee to Gamer Olympics, a video game tournament, if they paid with Popmoney. Three attendees used Popmoney to pay their entry fee. All event proceeds, which totaled nearly $400, benefited Terp Thon. Tactic 3: Delivered Pay It Forward Valentines. During the week of Valentines Day, eight students purchased Pay it Forward Valentines using Popmoney. Our team hand-crafted and anonymously delivered each valentine to its recipient; proceeds were donated to Terp Thon. Tactic 4: Executed flash mob and halftime announcement. The halftime announcement, which occured shortly after the flash mob, prompted 17,950 fans attending the game to use Popmoney to donate to Terp Thon.

Objective 2 Outcome: EXCEEDED

Seventy-one students either downloaded or tried the Popmoney mobile app at our events alone. Our pre-campaign survey showed that about 2 percent of UMD students had used Popmoney. By the end of our campaign, this number increased to 13 percent of surveyed students, almost septupling our original survey finding. While this result is based on a small sample size, we are confident our tactics, including events, trials fliers and awareness fliers, helped increase Popmoneys usage among all UMD students. In addition, Fiserv reported 1,000 transactions in the University of Maryland, College Park area during February.

Objective 3: Digital media

Engage with target publics as measured by 50,000 digital media impressions and 1,000 social media interactions during February.

Strategy 1: Actively engage friends/followers on social media with events, contests and daily
posts to raise awareness about Popmoney and encourage its use. Rationale: We used Facebook, Twitter and Instagram as our primary social platforms because they are the most widely used platforms among our target public, college students aged 18-24 (McDermott, 2014). In addition to these platforms, we used YouTube and our campaign website for further reach and engagement. The use of social media allowed our target public to interact with POPumd directly and share our content and events. Tactic 1: Launched POPumd website. We used our POPumd website as a source of further information on Popmoney and POPumd. Tactic 2: Emailed student group e-blast. Our team sent an email blast to nearly 500 UMD student group leaders. It described how student groups could use Popmoney to manage shared expenses. We encouraged group leaders to forward the email to student group members for their benefit. Tactic 3: Shared regular content through Facebook. We created and shared five events, and posted regular content including memes, articles and other relevant posts for our 278 fans. We also posted event fliers and Instagram pictures on our page to incorporate visual content. Tactic 4: Engaged publics on Twitter. We incorporated #PayItForward and #POPumd. Although primarily used on Twitter, we included these hashtags in posts on all three social platforms and asked our friends/followers to do the same.

Tactic 5: Produced Instagram pictures. We posted 18 pictures from our events, presentations and other visual aspects of the campaign on Instagram with #POPumd. Our account had 76 followers and 152 total post likes. Tactic 6: Hosted Instagram contests. Contest participants submitted pictures depicting how they used Popmoney and tagged #POPumd. Each week, we chose a winner on POPMonday and awarded a prize. Our contest helped students see that their peers were using Popmoney.

Strategy 2: Partner with Terp Thon to increase social media reach among Terp Thons large
digital fan base. Rationale: Terp Thon has 1,704 Facebook likes and 1,350 Twitter followers. The organizations heavy social media presence helped POPumd share information with a larger audience. Tactic 1: Incorporated #ForTheKids and @TerpThon. We tagged Terp Thon in Facebook, Twitter and Instagram posts that related to our partnership. Terp Thon shared, liked or retweeted our posts, which increased our reach. Tactic 2: Produced Instagram videos. Our team created three Instagram videos to promote the POPumd/Terp Thon flash mob and shared them on Facebook and Twitter. These videos received a total of 24 likes. Tactic 3: Filmed YouTube video. Following our flash mob, we created a video that included clips from the flash mob and an interview with a Terp Thon official to display the success of Terp Thon and POPumds relationship. The video received nine likes and 114 views on Facebook.

Objective 3 Outcome: EXCEEDED

POPumd exceeded our digital media objective in terms of impressions and total engagement by 18 and 30 percent, respectively. We earned almost 60,000 digital media impressions and more than 1,400 total interactions. We worked directly with Terp Thons social media manager to help increase our reach. Terp Thon shared many of our posts on its highly influential Facebook and Twitter pages. To measure impressions, we included Facebook data from our POPumd page insights, Twitter potential views and unique page visits for our website. To measure engagement, we included the number of Facebook engaged users, Twitter retweets, favorites and clicks, the number of post likes on Instagram, and number of photos posted under our Instagram hashtag (#POPumd). In total, we had 278 Facebook fans, 130 Twitter followers and 76 Instagram followers.

Conclusion
POPumds campaign spread the word about Fiservs Popmoney among thousands of Terps, despite several major challenges including the university-wide data breach on February 18. At our campaigns completion, POPumd had facilitated more than 188,000 impressions and directly informed more than 1,200 students about how to use Popmoney to simply and securely Pay It Forward. The information we provided sparked trial of Popmoney on campus, increasing the number of users by 550 percent in one month. Our digital media efforts kept Popmoney on students minds in between our events and encouraged them to engage with POPumd online. POPumds partnership with Terp Thon proved to be integral to the success of our campaign, as many of our events and materials focused on donating to Childrens National. This years dance marathon broke Terp Thons fundraising records, making it the most successful fifth-year dance marathon in history. We want to thank POPumd for all they did to contribute to Terp Thons success this year, Terp Thon executive director Abby Dickes said. We are thrilled about everything that came out of our partnership and the miracles we made For The Kids! Our campaign showed Terps and the POPumd team that using Popmoney is about more than just moving money; its about how Popmoney users make a difference. Its about respecting your roomies by paying your share of bills on time. Its about paying back a friend with a few taps of a screen. Its about using your resources to change lives. Above all, its about how you Pay It Forward.

total impressions

188,000

personal interactions

1,200

increase in trial

550%

social media interactions

1,400

increase in awareness

500%

digital media impressions

60,000

Popmoney transactions

1,000

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