Question:
Assume the role of Haniz Zogby (see Chapter 10). Based on the information in Chapter 10, create a presentation to the executive team on a marketing initiative about financial planning aimed at attracting new members. You could base a large part of the presentation on Figure 10.3.
prepare five- to ten-minute presentations.
Make sure you first identify your key messages and analyze your audience based on information in the textbook. Create a clear and compelling preview, view, and review (see Chapter 14). If directed by your instructor, create electronic slide presentations.
Transcribed Image Text:
FIGURE 10.3 More Effective Internal Persuasive Message To... Subject: Christine Russo Offering Financial Planning Services to Our Local College Students Credit-Unions-Millennials.pdf; Focus-Groups.pdf; Financial-Planning-Mkt-Plan.pdf Galns ATTENTION effectively and Introduces SOLUTION. Dear Christine: In the past five years, we've lost over 200 members-over 10 percent of our membership. This is largely because we are not attracting younger members. Ten years ago, nearly a quarter of our members were under the age of 30. Now, less than 5 percent are! Unless we can attract younger members, we risk a steady decline in membership over the next decade. We have tried various approaches to attract younger members, including Increasing our social media presence and creating additional online account and lending services. Our younger members appreciate these new services, but they have not attracted new members. Over the past three months, our marketing team has researched what younger people (18 to 25 years old) want most in financial services. We have explored Industry reports and held 12 focus groups at three local colleges. Consistently, we find younger people are anxious about their future financial security and hold a strong interest in personalized financial planning. As a result, we recommend Better Horizons Invest in a marketing campaign focused on local college students. Specifically, we recommend this campaign should include the following: A series of financial workshops at local colleges A free app with a focus on personalized financial literacy and planning An advertising campaign about financial planning Provides compelling NEED. Introduces and describes SOLUTION.