Bateman Case Challenge

Alyssa DiSciscioKevin AnastasChristine NealsBrooke Drost

Executive Summary:

Most people when they think of Salem, MA, just think of witches, but our

goal was to make the residents and students of Salem State and the

surrounding areas more aware of online banking with PopMoney. The goal

of our teams campaign was to increase the awareness of how PopMoney

works and could benefit them especially the students who attend Salem

State.

With our generation so much of our time is spent using technology and

always being on the go, why not use online banking to make your life

easier? By increasing the awareness of PopMoney our team got together to

create a survey to see just how many people knew about it to begin with.

Using this information we were able to get PopMoney’s name out there and

raise awareness. Also, our aim was to allow neighboring stores and

businesses to allow PopMoney to be a payment method, which would make

things easier on both ends. Come with us and shop till you pop!

Research: SITUATIONAL ANALYSIS:With over 7,143 undergraduate students, Salem State University is one of

the largest state universities in the Commonwealth of Massachusetts. For

full-time students, paying $8,530 in tuition each year, on top of gas money,

phone bills, rent, etc., sometimes paying your bills on time can be tough. In

today’s society we use mostly social media, email and text messages to

communicate with one another. In such a digital world, why are we still

using last century’s technology of paying each other with cash and checks?

Many Salem State students work part-time jobs while attending

school, but most still need some financial help from family members or

friends. Rather than taking the risk of sending or receiving money in the

mail, students need a reliable online banking service.

Popmoney allows you to send and receive money to friends and

family and pay bills online. Popmoney is powered by Fiserv, used by 55

million people and is certified by TRUSTe. Popmoney is not only reliable

and easy to use, but it allows students to manage their money on their time.

It’ll allow parents to send their children money online rather than having to

send it through a money wire or waiting till they see them in person, which

could be very inconvenient if they don’t live close to Salem. Popmoney can

also have roommates set up a certain date each month that’ll automatically

send money in for their rent.

If students were more aware of what Popmoney could allow them to

do just at the touch of a button on a computer or cellphone we think they

would be a lot more satisfied. As we campaign for Popmoney we will try to

set out on making students at Salem along with their families and local

businesses more aware of the opportunities that are out there for them.

SECONDARY RESEARCH:According to Pew Internet as of a survey in May 2013, 61% of adults

18+ use Internet for online banking. Through this information we can

note that more than half of our primary targeted audience, in some way,

will be accessing the Internet for bank usage. This could benefit for us

because if people are already using online banking they might be used

to how PopMoney works and can understand the basics of it. Off of that

information we then focused on our surrounding populations. Through

our secondary research we looked up facts for college students, their

parents and surrounding audiences that affect their lives. With this

information we can focus on whom we can aim towards promoting

PopMoney.

Undergrad college students:

92% of Salem State freshman file for financial aid. 72% of Salem State freshman receive a form of a federal grant. 79% of Salem State freshman receive a loan. Undergraduates at Salem State are a total of 7,143 Incoming freshman 1,095 as of 2012. Incoming transfer students are is 860 Returning students are 5,188

*According to Salem State University

Undergrad living on campus: Total full time undergraduates: 35% First year freshman: 71% Other first year: 43% Second year: 41% Third year: 23% Fourth year: 14%

*According to Salem State University

Ethnicity and Race of Salem State Students: 73% White 8% African American 9% Hispanic/Latino 3% Asian 3% Non-Residential Alien 2% Two or more races 1% Ethnicity unknown

*According to College Board

Gender Comparisons of Salem State: 61% women 39% men

*According to College Board

Graduate and Professional: A total of 1,348

*According to Salem State University

In-State Cost: On Campus: Tuition & fees: $8,530

Room & board: $11,880 Books & supplies: $1,000 Estimated total: $21,410

*According to College Board

In-State Cost: At Home: Tuition & fees: $8,530 Room & board: $3,350 Books & supplies: $1,000 Estimated total: $12,880

*According to College Board

Salem, MA Statistics: Males: 19,641 (46.5%) Females: 22,578 (53.5%) Median resident age: 37.6 years Median household income: $55,436 (as of 2011) Median house or condo value in 2011: $300,414 Median gross rent in 2011: $1,050

*According to City Data

Education for population 25 years and older in Salem State: High school or higher: 87.8% Bachelor’s degree or higher: 37.6% Graduate or professional degree: 13.7% Unemployed: 10.2%

*According to City Data

Salem Relationships: Total pop: 40,407 In Households: 39,247 Householder: 17,492 Spouse: 6,790 Child: 10,351

o Own child under 18: 7,465 *According to Salem Area

Population in Families Living in Salem: Total: 28,133

Under 18 years: 7,619 18 years and older: 20,514

*According to Suburban Stats

Ethnicity in Salem: 81.5% White 4.9% African American 0.4% American Indian 2.6% Asian 0.1% Native Hawaiian 3.4% Two or more races 75.9% White alone, no Hispanic or Latino

*According to the US Census Bureau

*See work citied for citations

PRIMARY RESEARCH:See appendix for survey of primary and secondary audiences.

30 student surveys and 10 parent surveys were handed out at random

to help better understand the presence of PopMoney within the college

community. The main goal of the surveys were to further the knowledge of

students and parents about PopMoney and to gain information about their

financial situations, banking needs, and their desire to use PopMoney. The

financial involvement of parents in their child’s life was also surveyed. 30

students and 10 parents were surveyed all together. Of these 30 students

43.3% (13) are male and 56.6% (17) are female. 3.3% (4) of the students

surveyed are 18 years of age, 23.3% (7) are 19 years of age, 16.6% (5) are

20 years of age, 26.6% (8) are 21 years of age, 10% (3) are 22 years of age,

and 10% (3) are 23 years of age. 16.6% (5) of these students are freshmen,

23.3% (7) sophomores, 26.6% (8) juniors, and 33.3% (10) seniors. Most of

the students attending Salem State University are in state, with a ratio of

70% in-state students and 30% out-of-state students. 73.3% of students are

employed, 90% own debit cards, and of this 90%, 50% use their debit cards

frequently. 53.3% said that they often make purchases with their debit card

online, 66.6% have bills to pay and 43.3% use mobile banking on a daily

basis.

One survey question that stood out from the rest was when students

were asked if they were paying for school on their own or if their parents

were helping them to pay for school, there was a 50/50 split among the

students. 50% are paying for school on their own and 50% are receiving help

from their parents to pay for school. This is a major factor because parents

helping their children to pay for school could greatly benefit from the use of

PopMoney as a means to transfer money from their bank account into their

child’s. One of the first questions in the survey asked students and parents if

they had ever heard of PopMoney, 83.3% of students said that they had

never heard of it. After reading about PopMoney and taking the survey, 40%

of students became interested in using PopMoney, although there are still

60% of students who did not take an interest in the use of PopMoney. Of the

10 parents interviewed, 50% said that they occasionally transfer money into

their child’s account and 40% said that they would be interested in using

PopMoney. Again, PopMoney could greatly benefit parents who transfer

money into their child’s account because it would make it easier and faster

for them to do so.

In conclusion, the survey revealed that a majority of students

attending Salem State University live on campus as full time students, are in

state students, have jobs, own debit cards and use them often and have bills

to pay. The students who participated in the survey ranged from 18-23 years

old, including freshmen, sophomores, juniors and seniors. Half of the

students are paying for school on their own and half are receiving financial

help from their parents. A majority of students had not heard of PopMoney

before taking the survey. Half of the parents surveyed transfer money into

their child’s account and less than half are interested in using PopMoney.

The surveys were successful in giving the researchers information about

SSU student’s knowledge of PopMoney and their parent’s financial

involvement with students.

Target Audiences: Primary Audience: The student population within Salem State University

ranges from ages 18-24 years old. The oldest percentage of students is 24

years old, meaning they are our main primary audience. This is an excellent

primary audience because these are the students who will soon be

graduating, taking on numerous bills and the payment of student loans. The

average age of full time students is 22 years old. There are a total of 7,741

undergraduate students attending Salem State University. Many students are

unaware that PopMoney is a payment service where you can easily exchange

money, saving you time while paying for groceries, rent, gas, books and

many other life necessities. Our team aims to focus on Salem State students

that depend on money from parents, friends or family members. With

PopMoney, money can easily be transferred from person to person. There

are many students living off campus in their own apartments, going out to

eat and shopping in local Salem venues who could easily benefit from the

use of PopMoney. PopMoney can also be used for direct deposit for students

who are employed. Salem State students come from all over the world.

Ethnicities range from 73 percent white, 9 percent Hispanic or Latino, 8

percent African American, 6 percent unknown or other ethnicity. 61 percent

of Salem State students are women and 39 percent are men. A majority of

Salem State students are utilizing the many benefits of social media and are

savvy with the Internet. The student’s use of technology coincides with

Popmoney since it is an online payment service that helps in simplifying the

payment process.

Secondary Audience: The secondary audiences of Salem State

University are mainly the parents of students, family memebers, roommates,

and even local businesses. PopMoney is available in more than 1,900

participating financial institutions according to it’s website, which will allow

a lot of families to begin using it once they are aware of its benefits. We

would like to gain the interest of business owners because they can easily

invoice and accept payments electronically opposed to the process of writing

and cashing checks. PopMoney is easy for parents to use because it is based

off of pre-existing checking or saving accounts. The only account they

would need to set up is their own PopMoney profile, which is free and easy.

The average transaction size for PopMoney users is approximately $400.

PopMoney can be used to transfer up to $500 a day with a debit card and up

to $2,000 a day through your bank account. This is vital information for

parents, family members and friends in case they need to send a large

amount of money to their child/friend/etc. PopMoney is secure and safe and

alerts you when money has been transferred in to your account and when

money has been transferred out. PopMoney also allows you to set up bill pay

so that the money is taken out of your account and transferred automatically

on the day of your choice.

*See work citied for citations

Key Messages: 1. PopMoney helps students pay for their education.

According to a survey of 30 students and 10 parents; 50% of students receive financial help from a parent. 50% of parents surveyed already transfer money into their child’s bank account. Transferring money between accounts helps students pay their tuition fees on time.

2. PopMoney makes banking easy for busy students!Of students surveyed, 43.3% use mobile banking all the time. 73.3% have a job and 66.3% have bills to pay. PopMoney allows busy students to pay bills and send or receive money between classes and on the go.

3. Using PopMoney is easy!According to our secondary research, 61% of adults over the age of 18 use online banking. PopMoney functions similarly to other online banking sites, so users will be familiar with the process.

4. Anyone can use PopMoney to send and receive money!Our secondary research shows that PoMoney works with over 1,900 financial institutions. This gives many students and parents the opportunity to use PopMoney with their existing bank accounts.

Objectives, Strategies, and Tactics:Goal : To increase the awareness of PopMoney in the Salem, Ma, area.

Objective 1: Get PopMoney’s name out into the Salem State campus.

Strategy 1: Develop a flyer on just on what PopMoney is. Tactic 1: Ask the school for permission to post flyers. Tactic 2: Make sure the flyers stand out so they’re noticeable.

Strategy 2: Plan out a process on where they will be seen the most. Tactic 1: Post flyers promoting PopMoney on each location at

campus. Tactic 2: Allow the flyers to be readable and have a clear

message.

Objective 2: Get at least 5 nearby stores to allow PopMoney to be promoted by them.

Strategy 1: Create a way stores could promote PopMoney. Tactic 1: Do research to figure out what stores students go to the

most.Tactic 2: Contact the stores managers to ask if they’re willing to

participate.

Strategy 2: Ask if the stores would donate some products to be used at a promotion activity at the school.

Tactic 1: Allow stores to use free promotions by allowing us to tie their name with PopMoney.

Tactic 2: Set up a table that you could give out free gifts from the stores.

Objective 3: Get a group of up to 30 students to attend a meeting on PopMoney & online banking.

Strategy 1: Ask the school for permission to use a campus location. Tactic 1: Make sure the room is large enough to hold the possible

amount of people that will be attending.Tactic 2: Schedule the meeting for a time available to most

students.

Strategy 2: Announce when and where the meeting will be held. Tactic 1: Provide a good overall summary of how Popmoney and

online banking can benefit the student’s life and make it easier.

Tactic 2: Allow questions to be asked at the end of the summary for clarification.

Works Cited: http://www.city-data.com/city/Salem-Massachusetts.html

http://quickfacts.census.gov/qfd/states/25/2559105.html

http://suburbanstats.org/population/massachusetts/how-many-people-live-in-salem

http://salemma.areaconnect.com/statistics.html

https://bigfuture.collegeboard.org/college-university-search/salem-state-university

http://www.salemstate.edu/about/facts.php

http://www.pewinternet.org/Static-Pages/Trend-Data-(Adults)/Online-Activites-Total.aspx

https://bigfuture.collegeboard.org/college-university-search/salem-state-university?searchType=college&q=SalemStateUniversity

https://www.popmoney.com/

http://www.salemstate.edu/

Appendix:Do you have bills to pay? Do you owe a friend money? Then PopMoney might just be for you! You are probably familiar with PayPal, a payment service that popular shopping sites such as eBay use, well PopMoney is very similar. PopMoney is a fast and convenient online person-to-person payment service that allows you to do everything from send, request and receive money (who doesn’t like receiving money!?). You use PopMoney with your existing bank account, and all you need to send money is the recipient’s mobile phone number or email address. PopMoney works with over 1,900 financial institutions for your convenience. There are many uses for PopMoney, such as paying rent or bills, receiving or sending money as a gift, and group payments (i.e. soccer teams, groups and clubs, etc.). All you have to do is go to PopMoney.com to learn more information and set up your own account so you can start sending and receiving money at your own convenience!

1. How old are you? ________________

2. Are you male or female? (circle one) Male Female

3. What year are you at Salem State? a. Freshmenb. Sophomorec. Juniord. Seniore. Other (please specify): ___________________________________________________________

4. Are you a full time or part time student?__________________________________________

5. Do you live on campus? (Circle one) Yes No

6. If you live off campus, do you live with your parents or in your own apartment? (Circle one) a. With parentsb. Your own apartmentc. Does not apply to med. Other (please specify): ____________________________________________________________

7. Are you an in state or out of state student?a. In stateb. Out of statec. Other (please specify): ____________________________________________________________

8. Are you paying for school or are your parents helping you? (Circle one) a. I am paying for school on my ownb. My parents are helping mec. Other (please specify): ____________________________________________________________

9. Do you have a job? (Circle one) Yes No

10. Have you ever heard of pop money? (Circle one) Yes No

11. Do you have a debit or credit card? (Circle one) Yes No

12. Do you use your debit or credit card? (Circle one) Always Sometimes Occasionally Rarely Never

13. Do you have bills to pay? (Circle one) Yes No

14. Do you make purchases online? (Circle one) Always Sometimes Occasionally Rarely Never

15. Do you use mobile banking? (Circle one)Always Sometimes Occasionally Rarely Never

16. After reading the synopsis of PopMoney, would you now be interested in using PopMoney for future bill pay or other transactions? a. Yes, I would now be interested in using PopMoney after learning more information about it.b. Yes, I am interested in using PopMoney but I am still hesitant c. No, I am happy with my current banking situation and do not wish to start using PopMoneyd. No, I do not wish to use PopMoney, it does not sound safe or secure and I do not trust this company to handle my money. e. Other (please specify): _______________________________________________________________

THANK YOU for taking the time to take our survey! We appreciate your participation!

Do you have a child away at a college or university? Maybe they’re strapped for cash and call you up from across the state, begging you to let them borrow $50. But how do you get it to them right away when they are so far away? PopMoney! That’s how. You are probably familiar with PayPal, a payment service that popular shopping sites such as eBay use, well PopMoney is very similar. PopMoney is a fast and convenient online person-to-person payment service that allows you to do everything from send, request and receive money (who doesn’t like receiving money!?). You use PopMoney with your existing bank account, and all you need to send money is the recipient’s mobile phone number or email address. PopMoney works with over 1,900 financial institutions for your convenience. There are many uses for PopMoney, such as paying rent or bills, receiving or sending money as a gift, and group payments (i.e. soccer teams, groups and clubs, etc.). All you have to do is go to PopMoney.com to learn more information and set up your own account so you can start sending and receiving money at your own convenience!

1. Do you have a child attending Salem State University? (Circle one) Yes No

2. How old is you child (year in school and age)?_____________________________________

3. Where do they live? a. On campus b. At home with you c. In their own apartment

4. Are you helping your child pay for school? (Circle one) Yes No

5. Does your child have a job? (Circle one) Yes No

6. Do you transfer money from you bank account into your child’s account? (circle one) Always Sometimes Occasionally Rarely Never

7.Have you ever heard of PopMoney? (Circle one) Yes No

8. Do you have a debit and/or credit card? (Circle one) Yes No

9. Do you use your debit/credit card often? (Circle one) Always Sometimes Occasionally Rarely Never

10. Do you make online purchases? (Circle one) Always Sometimes Occasionally Rarely Never

11. After reading the synopsis of PopMoney, would you now be interested in using PopMoney for future bill pay or other transactions?

a. Yes, I would now be interested in using PopMoney after learning more information about it.b. Yes, I am interested in using PopMoney but I am still hesitant c. No, I am happy with my current banking situation and do not wish to start using PopMoneyd. No, I do not wish to use PopMoney, it does not sound safe or secure and I do not trust this company to handle my money. e. Other (please specify): _______________________________________________________________