#ChaseGives

• Corporate Social Responsibility (CSR): Create a financially viable social awareness campaign that speaks to new card members

  • Millennials distrust large corporations but look to them to solve
    global problems

  • Butterfly Effect: willingness to buy, recommend, work for and invest in a company:

    • 60% by perceptions of company / 40% by perceptions of products or services

  • 73% of consumers are willing to recommend companies they believe to be delivering on CSR

Top 100 Companies by CSR

#ChaseGives Execution

• PLAN: Incentivize Slate users to utilize their
  new Slate card by attaching purchases to social causes
  • Points issued to card members to vote for cause
  • Match $$$ per month to charity of card members choice - %age, etc, research support
  • JPM has significant amount of corporate social responsibility programs currently in place
    • Tie to Slate product - should not be viewed as an "add-on"
  • Capitalize on employee engagement

Similar CSR Campaigns

• Discover

  • Contributes an extra $25,000 to the organization that receives the most donations from card members annually

• BMW Group

  • Intercultural Innovation Award: given to projects that work toward solving intercultural tension and conflict (provide financial support, advisory services, and network utilization)

• IBM

  • Smarter City Initiative: sends teams to work closely with city leaders and deliver recommendations on improvements

• SurveyMonkey

  • Donates 50 cents per survey completion to the taker's charity choice (More than $1M in 2013)

Walt Disney

JP Morgan & Chase

Launched in 2013 - $250 million, five-year initiative aimed at helping close the skills gap around the world

3 year development program launched in 2009 focused on young men of color in low-income communities

CSR Impact by RepTrak Score

Source: 2014 RepTrak 100 - Global Top Line Report

Benefits:

1. Increased Card Usage: Usage will be associated with charitable contribution
2. Increased Recognition &  Marketing:  59% of consumers would go out of their way to communicate something positive about companies they see as being good corporate citizens
   • Reputation
3. Long term customer loyalty
4. Employee Recruitment

Risks:

1. Participation / Time Constraints (LT Initiative)
2. ROI of CSR - hard to measure
   • Only 5% of companies are seen as delivering on CSR
3. Transparency is key for success as the business of business is business
4. Initial momentum of the program both internally and externally
5. Difficulty integrating with current culture
6. Lack of government regulations

• Participatory Marketing program comprised of user generated content in the form of video, images, tweets and posts all linked together by the #SlateStories

• Why it Works: 

  • Millennials are egocentric and competitive. Technology has made them feel empowered 

  • Potential link to #ChaseGives to highlight charitable contributions by Chase and Slate cardholders

  • Successful examples - Doritos, Fiesta Movement, Starbucks,
    T-Mobile 

• Success will be based on industry supported metrics including page views, count of submissions, unique contributors

#SlateStories

Doritos' Super Bowl Success

The Tactic: 

Take 100 influential bloggers, give them each a car and a video camera, send them monthly challenges, and ask them to blog about their experiences. 

The Results:

—6.2 million You Tube views

—750,000 Flickr views

—40 million Twitter impressions

Which ultimately led to:

—6,000 pre-orders

—23,000 units sold

The Fiesta Movement

Participatory Marketing

 An equally valued collaboration between company and consumer.

Other Names: co-creation, crowd sourcing, user generated content and co-development

Risks:

1. Low Volume / Percentage of participants
2. "No going back" - failures are visible for an extended period of time
3. May invite unfavorable comments of the brand
4. It's all in the roll-out and execution 

Benefits:

1. Direct customer link - immediate feedback
2. Opportunity for simple, yet valuable analytics
3. Customer feels connection to company 
4. Savings on content creation expense
5. Opportunity to 'Go Viral' and Manage Messaging

#SlateStories Execution

How to make #SlateStories a successful marketing Tactic for Slate

• Roll-out Tactic: Video advertisement showcasing sample #SlateStories submissions from beta users
• Submission Platforms:  Twitter, Facebook, Instagram, Vine, Youtube

• Duration: 6 - 12 month cycles, repeatable as desired

• Prizes (examples) :

  • Grand Prize - large national event, i.e. Super Bowl (~ $5,000)

  • Runner-Up - Music Festival  (~$1,000)

  • Third Place - Local Sports Event (~$500)

  • Top 20 contributors will also receive double Chase Give contributions (Cost TBD)

  • All contributors will receive a mention on the Chase Twitter and Facebook message boards to boost their own social media presence

#SlateStories Execution (cont.)

• Controls:
  • #SlateStories hashtags and online posts will be monitored by a Chase employee. Posts that are negative in nature will be flagged and the creator will be contacted by Chase for immediate follow-up and customer service resolution
  • Chase will have the opportunity to be aware of any negative content being published, as it will be linked to the hashtag, and can react on an as needed basis

• Target Segment: Millennials that use social media to interact with businesses (80%) 

#CleanSlate

• Only 40% of millennials pay balance in full

  • Often, payments are missed completely
  • Millennials afraid of taking on more debt

• ​Chase is not "out to get" millennials

• Plan: Late payment forgiveness 

  • Consecutive Payments
  • Financial Literacy Quiz

#CleanSlate Components

• Timeline

  • Clean Slate eligible within 6-12 months

• ​Execution

  • Track on-time payments & missed payment notification

  • Financial literacy quiz

  • One time yearly benefit

• ​Ease of campaign

  • ​All new Slate customers

    • E-mail is the preferred communication vehicle

    • "Welcome e-mail" decisions

Why Text?

Risks:

1. Ongoing / continued quiz question development and monitoring
2. Opt-In texting

Benefits:

1. Rewarding "quality" and not "quantity"
2. Teachable moments
3. Smart decisions lead to new points of view

#CleanSlate

Conclusion

&

Questions

Appendix: Social Awareness

• 75% of Millennials made a financial gift to a non-profit in 2011
• 71% raise money on behalf of a non-profit
• 57% do volunteer work
• 69% have shared (on social media) stats about their favorite cause

Source: Millennials - Breaking the Myths
Nielsen April 2014

Appendix: Social Networking

• Millenials expect brands to have a social presence, but would rather see a brand without a social presence than a brand with unengaging, self centered social media marketing.

• Source: http://www.exacttarget.com/blog/7-ways-marketers-can-attract-and-appeal-to-millennials/

Appendix: Social Networking

Source: Millennails: The Portrait of Generation Next - Pew Research Center

Appendix: Email

• 3% of adults use their phone to check the internet, and 34% of total cell users only use their phone. This makes mobile email marketing a critical component of online outreach
• The quickest way to lose email customers, especially millennials is to email them too much.
• Something too devoid of substance may turn millennials off. 
  Source: Businessbee.com/resources/marketing/reach-millennials-mobile-email-marketing/

• According to the 

Appendix: RepTrak Score Description

Text

Source: 2014 RepTrak 100 - Global Top Line Report

Appendix: Participatory Marketing

• Strive for transparency. Owning up to mistakes is a better sell to millennials than trying to assign blame or disregard error.
• Stand for something. Millennials are attuned to businesses that embrace causes and larger purpose beyond profit.

http://www.cspnet.com/industry-news-analysis/marketing-strategies/articles/be-visible-action

• Millennials want to co-create the products and services that you sell,
• Millennials want to co-create the customer journey or the customer experience
• 61% of Millennials feel that it is important o find a brand that reflects their own personality 

http://www.v3im.com/2013/06/marketing-to-millennials-welcome-to-the-participation-economy/#axzz3K1IbzLgQ

http://www.statista.com/statistics/281665/millennials-importance-of-brands-that-reflect-personality/

T-Mobile Breakup Letter

At the beginning of this year, T-Mobile offered to pay the contract cancellation fees of any person who "broke up" with their existing cell phone service and switched to T-Mobile.

They launched an "Un-Valentines Day" with a Facebook app that let people create a custom break up letter to their carrier and share it on their social networks.

T-Mobile said80,000 people post breakup lettters