CHALLENGE
Determine what will keep college students and recent graduates active, engaged with and loyal to their financial institutions as they establish good credit and become “adults.”
APPROACH
A two-pronged approach was used to engage this audience in a meaningful way:
Pre-group Homework Assignment
Pre-group homework assignments to create a journey map that represents their personal experience with credit cards and brands to understand their emotional landscape and perceptions.
Co-Creation
Groups
Co-creation groups with college students and recent graduates to explore potential touch points to determine where, when and how to best for a financial institution to develop a relationship and build brand loyalty. Client-generated concepts were then presented to assess which had the most resonance and offered the greatest opportunity.
OUTCOME
Identified key milestone opportunities to build bonds with Millennials and determined key messaging for delivering relevant communications that target customer needs and foster a sense of loyalty to the brand.
