HBSI Final Presentation

Agenda

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Goals Research and Insights SWOT Analysis Using Strategy The Campaigns Timeline and Measuring Connecting the Dots

Our Goals
Provide visibility for the Discover it card brand within consumer media outlets

Drive Discover it product use, consideration and preference

Drive card member engagement

Discover it
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Research

Credit Card User Insights

65% of credit card
users use their card for convenience

45% of credit card

users use their card for rewards

90% of credit card

users are currently satisfied with their card

90%

65%

45%
Mintel Survey 2012

Traditional Media Audit

Only in financial blogs/trade outlets No top-tier consumer media coverage Existing coverage
Product reviews Descriptions of benefits Comparisons with cards of competitors

Social Media Competitive Analysis

Discover 44,206 Followers 1,514,562 628,542 1,087,167 776,853 Chase 19,632 Bank of America 211,385 Citi Bank 43,642

Likes
1,650 Subscribers
6

692

3,521

2871

Social Media Competitive Analysis

Discover Chase Bank of America Citi Bank

Meet The Craft Family

Stable Credit

Basic Technology

Upper to Middle Income

Enjoys Family Time

SWOT Analysis
Strengths Weaknesses Opportunities Threats

Customer service

Lack of cash back automation

Social Media Presence

Economy

Cash back rewards

Limited national and global acceptance

Chase Freedom Card holders

CARD Act

Customer feedback

Campaigns and promotions

Alliances and partnerships

Strategies
Spotlight values and cardmember relationships

Focus on cardmember loyalty

Strategies

Highlight customer service

Spark the conversation

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The Big Idea

We want to drive Discover it awareness and product use and celebrate the close relationship between Discover it and cardmembersby differentiating the brand from competitors and engaging cardmembers

So, how will we do this?

Love it. Share it. Make it Happen

Love it. Share it.

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Love it. Share it. Instagram Contest

Extend the Discover it brand presence while engaging fans on social media Instagram contest will generate social media buzz for applicants and followers Traditional media will highlight the experiences Discover it shared with contest winners

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Love it. Share it. Photo Booth

Photos will be shared on the jumbotron throughout the game Fans can share their photos on social media Sports announcers at the game will broadcast a segment from the booth Discover it will invite celebrities to enjoy the Love it. Share it. Photo Booth

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Exclusive Cardmember Menus

Partnership with Lettuce Entertain You restaurants Exclusive menus that only Discover it cardmembers can order from. Cardmembers will share their experiences on Instagram, and be encouraged to use the #loveitshareit hashtag.

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Cardmember Instagram Post Examples:

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Make it Happen

CEO on the Line

For one week, Discover CEO David Nelms will personally answer customer service calls Chance to interact directly with cardmembers Emphasize high quality of customer service

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Make it Happen Instagram Contest

Use the #makeithappen hashtag on Instagram to ask Discover it to help make it happen
It can be a personal, institutional, consumer or philanthropic need or desire
Winners chosen based on pictures with the most likes

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Make It Happen Instagram Contest Entry Example:

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End Result
Features the individuals and organizations supported by the Make it Happen campaign Emphasizes the role of Discover it in the community Shows tangible results of the publics involvement

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Make it Happen for the Military

Partnership with Skype to Make it Happen for military personnel Military Concert in Afghanistan
Discover it tent with video submissions

Selection and Execution

Family Surprise Live conversation with military personnel over Skype
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Make it Happen for the Military

Video Entry Example

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Measuring Success
Traditional Media
Monitoring the number of placements and impressions throughout the campaigns in platforms such as TV, print, radio, and online.

Social Media

Establishing a brand presence on Instagram and obtaining followers The number of @discoverit mentions and usage of suggested hashtags

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Timeline
Love it. Share it. Timeline

Cardmember Exclusive Menus

Love it. Share it. Photo Booth

October 2013 April 2014

Love it. Share it. Instagram Contest

February 2014 March 2014

September 2013 December 2013

Make it Happen Timeline

CEO on the Line

Make it Happen Military Event July 2014 September 2014

Make it Happen Instagram Contest August 2014

March 2014 April 2014

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Connecting the Dots: Strategies

Spotlight values and cardmember relationships

Focus on cardmember loyalty

Strategies

Highlight customer service

Spark the conversation

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Connecting the Dots: Programs

Make it Happen CEO Love it. Share it. Love it. Share it. Instagram Contest

on the Line

Make it Happen Instagram Contest

Exclusive Cardmember Menus

Make it Happen for the Military

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Love it. Share it. Photobooth

Conclusion

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Meet the Team

Kate Mitchell Healthcare

Chelsea Dowling Corporate

Sara Rokicki Proof Communications

Lizet Gonzalez Consumer and Brand Marketing

Monica Dziedzina Corporate

Sara Fowler Consumer and Brand Marketing

Casey Pacifico Consumer and Brand Marketing

Michael Wolf Technology

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