YOUR CARD YOUR CHOICE

REWRDS: Cash back & points

A card designed to help students, not take advantage of their situations. build good
credit.

The CHASE college credit card is a unique product for a very unique consumer. The
college years are a very demanding time for students both academically and
financially. The Chase College Credit Card is a financial tool designed to offer some
guided financial assistance while building good credit during the college experience.

No Cosigner required
No annual fee
 Free, customizable text and e-mail alerts keep you on track
 1% cash back on all purchases
 5% Cashback Bonus in the premium category of your choice:
Such as travel, department stores, gas, groceries, restaurants and more. The
premium category can be changed up to 4 times a year.
 20% bonus on the cash back you earn each month you pay your bill on time
 $0 Fraud Liability if your card is lost or stolen

Earn points (on top of cash back)

 Earn “Thank you” points everyday on the money you spend which can be
redeemed for items offered in our online rewards catalog.
 Earn up to 2000 ThankYou Points twice a year for having a good GPA.

E.) Target Market: Full Time-Part Time College Students

Demographic Profile
Gender: Male and female
Race: All
Ethnicity: All
Income: Monthly income greater than $300.00

Lifestyle Profile
College students are the most unique market segment of all potential credit card
consumers. Lifestyle is the utmost important factor considered when creating and
marketing this product.

The movies might demonstrate that college students are having the time of their
lives, but for most students in college the fun is over before they get their degrees.
College students face several unique financial problems. With the cost of a college
education increasing, students find themselves in precarious fiscal situations. What
complicates these financial problems are class workloads, the desire of many
students to become more financially and personally independent from their parents,
and the distance from their homes and support network.

Activities
1.) Eating, drinking, sleeping
2.) School – attending classes – HW / Studying
3.) Socializing – in person – Facebook, Twitter
4.) Outings with friends/ Partying
5.) Working
6.) Exercise – working out – competitive/recreational sports
7.) Dating/ sex
8.) Relaxing
9.) Religious worship
10.) Volunteer work

Opinions
The college student is quite possibly the most opinionated person one can come
across. It is people heavily influenced by pop culture and the opinions of their
peers, while at the same time extremely individual. To understand the opinions of
college students one must keep an open mind and take into account the
circumstances of their lifestyle. The following are characteristics of student
opinions:

 Open minded
 Idealistic
 Innovative
 Change the world type attitudes
 Positive thinkers
 Democratic (majority)
 Aggressive
 Early adopting
 Technology driven

Social – Cultural Profile:

College students in America do not belong to any one given social class, their
families do but as individuals they make up their own social class. We are inheriting
our customers during the final stages of consumer socialization the process which
consumers quire the skills, attitudes, knowledge and experience necessary to
function as consumer

Financial- Values
  (from her slide)

Marketing campaign
The Chase College Credit Card is customized to the needs and wants of our
consumer, College students. We will use our differentiated reward options with a
very unique marketing approach to grasp customers. Our marketing campaign is
designed to match the uniqueness of our target market. We will use marketing tools
such as Tabling, and Referral Rewarding as ways to differentiate while mass
marketing through print media outlets.

Grassroots Marketing – “Tabling” Approach

 Nation wide
 10 teams tour full year.
 Marketing/sales teams will set up table “stations” for marketing & selling the
Chase college credit card.
 Each station consists of a tent & physical table as well as advertisements all
around the station.
 Communicating the marketing message is priority 1 and on site sign ups are
secondary.
 The marketing-sales rep will be trained in grass routes/guerrilla marketing
techniques necessary for on site communicating.
 Chase Reps will facilitate as many students to apply each day as possible.
 Communicating the marketing message is priority 1 and on site sign ups are
secondary.

Referral Rewards (Program):

 To gain a competitive advantage we created a referral rewards program,
which rewards customers $100.00 for each new customer that signs up
under you.
 $100 is a great offer in this economy.
 High involvement- high reward relationship.
 Many times a 50-50 approach is taken by consumers where the referral giver
offers the referral receiver $50 to open up the credit card.
 In that case both parties get $50
 Past success: Chase Bank offered a similar reward during a marketing
campaign for Chase personal checking account.
Face Book:


Our marketing campaign will be effective because of our ability to reach college
students through various mediums. The marketing reps on our sales teams will be
young 26 and under. We will aim to hire as many students as possible to gain that
selling approach. The investment of our grassroots marketing tour will gain
invaluable exposure. We have combined the best card attributes and high customer
rewards with a dynamic marketing approach.