Financial Planning/ Budgeting 

Brittin Smith 
Nicteha Serrano 
Alexis Warlin
Fatema Raheem
Austin Pond 
Salt Lake Community College
     Financial Planning/Budgeting 
College students do not always have the best financial knowledge and skills. Most
are not yet financially stable during college, their incomes can be very fluid, and they
may not be working full time as they are attending school. Many students have poor
spending habits that at the end of the day are leaving them without an emergency
savings or any money to invest to help them in their futures. Financial planning,
budgeting and  investing are important topics for college students to learn. Our team’s
Strategic Communications Campaign will be directed towards educating the students at
SLCC on the importance and the simpleness of tracking their expenses, starting a
budget, and investing a little bit each month.

Purpose and Objective: 

The purpose of this project is to help students at Salt Lake Community College
become more financially aware of their saving and spending habits, as well as the
importance of investing. Most students do not know that there are many different
resources to help them save and multiply their money. Our team objective is to help
students at Salt Lake Community College make a monthly budget, and begin to invest.  

Audience 
Our team will be focusing only on Salt Lake Community college students, though
this information could help any college student. 

Demographics

 Age
o The average age is 23 years old. (Salt Lake Community College,
2019)
o The largest age range under 18, with 18-21 being second. (Salt Lake
Community College, 2019)
   Race/Ethnicity
o   There are 19.65% of students are Hispanic (Salt Lake Community
College, 2018-2019)
o    3.73% are Asian (Salt Lake community college, 2018-2019)
o    2.25% are Black Non-Hispanic (Salt Lake Community college,
2018-2019)
o Most students at SLCC are White Non-Hispanic 66.24 % (Salt Lake
Community college,2018- 2019)
o  0.77% are Indian/Alaskan (Salt Lake Community College, 2018-
2019)
o   1.91% are Unknown Race (Salt Lake Community College, 2018-
2019)
o   Also 3.51% of Students have more than one Race (Salt Lake
Community College 2018-2019)
o Minority enrollment is 25% of the student body (majority
Hispanic), which is more than the state average of 21%.
(communitycollegereview/salt-lake-community-college)
 Gender
o 53.2% are Women (Salt Lake Community College, 2019)
o 46.8% are Men (Salt Lake Community College, 2019)
 Online Class enrollment
o 3,467 students are enrolled exclusively in online courses and 5,326
students are enrolled in some online courses. (College Tuition
Compare)
 Percent of students who were veterans
o Total school enrollment 29,156 (Salt Lake Community College,
2019)
o Veteran enrollment 752 (Salt Lake Community College, 2019)
o Veteran enrollment  percentage 2.58% (Salt Lake Community
College, 2019)
Psychographics

 Generation Z
o The average age at SLCC falls into Gen Z (Kleinschmit, 2019)
o Have an attention span of 8 seconds (Kleinschmit, 2019)
o Most used device (average hours/week) is the smartphone for 15.4
hrs. (Kleinschmit, 2019)
o 34% of Gen Z are worried about developing better people
management skills. (Kleinschmit, 2019)
o 61% of Gen Z would rather become an entrepreneur than an
employee when they graduate from college (Kleinschmit, 2019)
o Gen Z prefers Snapchat and Instagram as social media preference
(Kleinschmit, 2019)

 Gender Comparison
o Salt Lake Community College has a total 29,156 enrolled students.
By gender, 13,657 male and 15,499 female students (male-female
ratio: 47:53) are attending Salt Lake Community College. (College
Tuition Compare)
o There are 2,672 men that are 18 and Under about 3,640 women
that are 18 and under, and pursuing undergraduate degrees.
(College Tuition Compare)
o  Among 29,156 enrolled in undergraduate programs, 2,269 are
transfer-in students. The percentage of transfer-in students is
7.78%.873 students have transferred in as full-time status and 1,396
students transferred in as part-time status. (college Tuition
Compare)
o Average Credit Hours taken = 8.57  (Salt Lake Community College
2018-2019)
o Out of those 15,499 enrolled women 54% are full time students.
(College Tuition Compare)
 o Out of 13,657 male only 45% are full time students. (College Tuition
Compare)
 Financial Aid
o 46% of SLCC students obtain financial aid whereas 54% of students pay
out of pocket for their tuition (Salt lake Community College club, 2017)
o From 2017- 2018 Pell Grants dished out the most money for SLCC
students at $29,535,679 (Salt lake Community College club, 2017)
o The most expensive department is Biotechnology at $2,419 (Salt lake
Community College club, 2017)
o 46.5% of the money that goes into SLCC goes towards instruction (Salt
lake Community College club, 2017)

Audience Analysis
Our audience are college students who feel like they are living paycheck to
paycheck and do not have any extra money to make an emergency savings or to invest
with. The average student at SLCC is 23 years old and may have not yet developed good
financial habits. The student population is fairly evenly split between males and females,
with slightly more female students at SLCC.  The average college student at SLCC is
generation Z, because of this fact we will be using channels that generation Z are
familiar with and are the most used by them. 

Messaging Goals
Given the purpose and objective of this campaign, as well as the demographic
psychographics of our target audience, we have set the following messaging goals.

Think

 I need to start a budget.

 I need to save more money.
 I need to invest a little bit each month

Feel
 It is possible for me to start a budget.
 It is possible for me to save a little each month to invest.
 I can reach my financial goals.

Do
 Download, You need a budget, YNAB or another budgeting app.
 Download a brokerage account to start investing. Examples, Charles Schwab,
Acorns, or Robinhood.
 Start to use their budget and to begin investing.
 Key Messages

 Even saving just a little bit each month to put into savings and to invest is good.
Building good financial habits is important.
 Making a budget to track income and expenses can help show college students
where their  money is going, and where they should make changes to their
spending habits.
 The earlier that college students start to invest, the better financially prepared
they will be in their futures because of compounding interest.
 There are many different things that college students can do to help save money
and cut expenses. 

Channels and Media Mix:

 Youtube Video
o About 65% of generation Z use youtube to learn a new skill (Sean
McDowell,2017) 

 Facebook Post
o We want to capture as many age groups as possible for our project. Gen Z
is less likely to look at Facebook, but many other age groups are still
religiously following. 
 
 Flyer 
o Flyers are easy to distribute, can be relatively cheap to mass produce, and
they give people something physical to hold as they read the material.

 Instagram Posts.
o Our target audience, Gen Z prefers Snapchat and Instagram as social media
preference (Kleinschmit, 2019)

Tactical Plan

Team Member Task to complete Date to

complete by

Research- April 22, 2020

Nicteha Money marketing and saving money
Serrano-  
Budgeting
Alexis Warlin-
Couponing/finding deals
Brittin Smith-
Shopping/price analysis
Fatema
Raheem- Investing/compounding 

Austin Pond-

Austin Pond Make a Facebook page April 16, 2020

fAlexis Warlin Create a paper survey Created: April

and Brittin 18, 2020
Smith Completed:
April 22, 2020

Niceteha Make a Instagram page April 16, 2020

Serrano

Fatema Create Flyer April 18, 2020 

Raheem

Alexis, Brittin, Record our YouTube video April 29, 2020

Fatema,
Austin,
Nicteha

Alexis, Brittin, Compile annotated bibliography April 29, 2020

Fatema,
Austin,
Nicteha

Alexis, Brittin, Review/ acknowledge we have everything April 29, 2020

Fatema, needed and correct
Austin,
Nicteha

Alexis, Brittin, Compile deliverables. Citations for each To be submitted

Fatema, channel. Link or file of each deliverable.  by: April 30th
Austin, 2020
Nicteha

Alexis, Brittin, Meet to discuss how we will be presenting our April 22, 2020
Fatema, Strategic communications campaign plan.
Austin,
Nicteha

Alexis, Brittin, Present our Strategic communications plan. To be submitted

Nicteha, Teacher is the audience, the purpose is to by: May 5th
Fatema, Austin show what we have done. 10-15 Min video 2020
Style Guide: The standard font that we will use in all of our channels if possible is
Georgia 12pt font.

We will focus on using cool colors for our project. Primarily shades of green as
that goes along with our money theme. (Blue, Green, and Gold)

References 

 Salt Lake Community College (2019) Fact Book. 

 
Salt Lake Community College (2017) Active club list. 

 Salt Lake Community College (2018) New Student Survey

 Kleinschmit, M. (2019, October 7). Generation Z Characteristics: 5 Infographics

on the Gen Z Lifestyle. Retrieved from
https://www.visioncritical.com/blog/generation-z-infographics

Salt Lake Community College Student Population And Demographics. Retrieved

from https://www.collegetuitioncompare.com/edu/230746/salt-lake-
community-college/enrollment/#race-block

College Tuition Compare. Salt Lake Community College Online Classes

Enrollment.  Retrieved from 
https://www.collegetuitioncompare.com/edu/230746/salt-lake-community-
college/enrollment/#online-block

Mountain America. (2020) Retrieved from

https://www.macu.com/accounts/savings/personal-savings-account.
Traditional Savings Accounts

Royal, J. (2019, August 16). 7 Best Ways To Invest While You're In College.
Retrieved from https://www.bankratearticle.org/investing/best-ways-to-invest-
for-college-Harvard-Study-students/

McDowell, S. (2017, December 8). 9 Important Insights about Generation Z.

Retrieved from https://www.josh.org/9-important-insights-generation-z/?
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