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Helen Steward

Michael Lopick
Morgan Jupina
Samantha Tuly
Sydney Baltrusaitis

Kent State University


Team Blue

Timothy Roberts, Faculty Adviser


Erin Orsini, Professional Adviser

Contents
Campaign Summary
Executive Summary 1
Situation Analysis 2
Secondary Research 2
Primary Research 3
Publics 4
Key Messages 5
Goals, Objectives, Strategies, Tactics, and Outcomes
5
Obstacles 9
Budget Summary 10
Conclusion 10
Budget 11

Appendix
Testimonials A1
Theme A2
Light The Torch: Kent State A3
Anti-Valentines Day Dinner A4
Posters A5
Social Media A8
Media Relations
A11
Lollipop Displays
A18
Valentines Day
A20
Street Team
A21
Coffee Wednesday
A22
Leasing Office Partnership
A23
Additional Research
A24

Executive Summary

College students are the ideal demographic to adopt Popmoney, a money-sharing app. Between
buying books, paying for rent, and social activities, 18-24 year olds rely on borrowing and
sharing money in order to cover their expenditures. Kent State Universitys Bateman Blue team
found a need for an app like Popmoney existed among students on Kent States campus. The
team implemented a campaign to disseminate information about the service and encourage
adoption of Popmoney to both on and off-campus students as part of the Public Relations
Student Society of Americas Bateman Case Study Competition.
Through both primary and secondary research, the team found that Kent State students had use
for the Popmoney app. More than 75 percent of Kent States 22,000 undergraduate students live
off campus with 26 percent of off-campus students spending more than $600 per month on rent
nationwide. These students have unique spending habits, making them a more viable audience
to target than on-campus students. Research showed the typical life of an off-campus college
student often involved paying back friends or family. These findings drove the Bateman Blue
team to create and implement the Sweeter Than Cash campaign, which primarily targeted offcampus students looking to lead a normal college lifestyle.
The objectives of Kent State Universitys Sweeter Than Cash campaign were to increase the
awareness of Popmoney by 20 percent, to drive adoption of the service by 15 percent, and to
enlist at least two off-campus leasing offices to promote Popmoney.
During the campaigns 28-day implementation period, Kents Bateman Blue team exceeded
its objectives by increasing student awareness of Popmoney by more than 46 percent and
motivating more than 15 percent of students to adopt the service. Additionally, two leasing
offices agreed to provide information about Popmoney to tenants.
Kent State Universitys Bateman Blue team invites you to read on to learn more about its Sweeter
Than Cash campaign.

Situation Analysis

Fiserv is one of the top providers of information management and electronic commerce systems
for the financial service industry. Fiserv processes more than 70 percent of all bill payments and
20 billion digital transactions annually. One way Fiserv helps its clients become more efficient
is by providing them with a unique digital payment service called Popmoney. This free-todownload service is currently offered at more than 1,800 banks and credit unions and can be
used either online or with a mobile device through the Popmoney mobile application.
Although mobile payment services have gained popularity in recent years, the Bateman Blue
team found that Popmoney experiences a lack of user adoption by the 18- to 24-year-old
demographic at Kent State University. The Bateman Blue team chose to concentrate its efforts
on off-campus students, as research on college spending habits showed them to be an ideal
demographic. Initial interviews conducted with random students found an unfamiliarity with
Popmoney and a lack of consideration of Popmoney as a useful service.
A tailored, highly personal communication and outreach plan aimed at primarily off-campus
students, but also involving on-campus students, will help Popmoney address these key issues,
demonstrate the value of the service, and attract more students to adopt it.

Secondary Research
Kent State student demographics

With more than 22,000 undergraduate students, 75 percent of Kent States population are offcampus students. Eighty percent of undergraduate students receive financial assistance from
parents, scholarships, grants, or loans.

Spending habits of college students

Through part-time jobs and help from parents, the average student income is $1,200 per month.
The target audience tends to rely on parents, the most influential group in forming student
attitudes toward money, as a source of income. About 84 percent of undergraduate students have
at least one credit card and accumulate unhealthy debt.
Students who live off campus spend greater amounts of money on rent, groceries, and
entertainment. Of the 75 percent of students who live off campus, 26 percent pay more than
$600 a month in rent. In 2011, the average student spent more than $700 eating off campus.

$3.10
Is the average
ATM service
charge.

Popmoney competitors

PayPal: Used primarily for online purchases while Popmoneys service is used

for P2P payments. PayPals P2P service involves PayPal as the middle person.
Popmoney can be used to send money directly from one bank account to another,
without a middle person.
ClearXchange: The first U.S. P2P payment network owned by Chase, Wells
Fargo, and Bank of America. ClearXchange can only be used to send money to
eligible Bank of America customers. Popmoney allows users to send money to
anyone with a U.S. bank account.
Payza: Popmoney transfers money from bank to bank, while Payza has users
create an online account to hold funds. Payza offers different withdrawal options
including paying bills online, loading money onto a prepaid card, or transferring
money to a bank.
Dwolla: Similar to Popmoney, Dwolla allows individuals to send money to
email addresses and phone numbers. Dwolla also gives users the option to send
money to Facebook friends, LinkedIn connections, and Twitter followers.

75%
Of Kent States

student body live


off campus.

Primary Research
Intercept surveys

The Bateman Blue team conducted 60 informal face-to-face interviews with Kent
State University students to gauge awareness, the number of Popmoney users, and
concerns about P2P payments. The teams findings included:
Only one student surveyed had any prior knowledge of Popmoney.
Only one student surveyed had used Popmoney prior to the interview.
No participant was inclined to use a P2P service because they questioned
security.

26%
Of off-campus

students pay
more than $600
per month in rent

Print survey

Forty-five surveys were distributed to adults ages 18 to 24, a majority of whom


were enrolled in universities across the northeastern United States. Participants
were asked a series of questions pertaining to their banking and financial habits.
The teams findings included:
Participants encountered an average ATM service charge of $3.10 per
transaction.
On average, participants carry $31 in cash on a daily basis.
Respondents who affirmed they have a job had an average weekly income of
$241.
The top three banks used by respondents were Chase, Huntington, and PNC.

1
Student surveyed
3

had prior knowledge


of Popmoney.

Focus groups

Bateman Blue conducted two formal focus groups, each an hour in duration, with a total of 11
Kent State students. The meetings included inquiries about their spending habits, job status, and
first impressions of Popmoney. Each focus group was video recorded and observed through a
two-way mirror. The teams findings included:
Students primarily spend their income on rent and utilities, food, alcohol, and entertainment.
Students received funds from savings accounts, parents, and jobs.
All participants asked for clarification on pronunciation after moderators announced
Popmoneys name.
Participants initially believed the service provided a cheap, quick way to make extra money
through odd jobs, and were surprised to learn of the services actual use.
When asked to demostrate how they would advertise Popmoney, participants used scenarios
from their everyday life to convey the services benefits.
Students would rather pay Popmoneys 95 cent fee than a larger ATM service charge.

Publics

Key publics: Kent students ages 18-24


Off-campus students: According to Huffington Post, on average, this group of students pays
$600 in rent per month, along with utilities. Students with roommates often need to combine
funds to pay rent; however, there are barriers that prevent them from doing so easily. A trust in
Popmoney could alleviate these issues by making money transfers between roommates more
reliable and convenient.

On-campus students: On-campus students tend to allocate more money toward

entertainment as a result of having pre-paid meal plans and housing arrangements. Introducing
Popmoney to Kent State underclassmen will lead to increased years of usage as well as an easier
transition to off-campus living.

Working students: As a result of holding a job, many students are tasked with managing their
money and allocating it to different financial funds and needs. Popmoney provides a convenient
way for working students to not only spend their money, but request payment when money is
owed to them.

Additional publics

Student media: Student-run media like the Daily Kent Stater, Black Squirrel Radio, and TV2
serve as main sources of news for Kent State students. Each medium individually reaches more
than 7,000 students per day, providing them with the latest relevant information. Potential
coverage by these outlets will expose Popmoney to the target audiences through trusted news
sources.

Local media: Commuter students are exposed to many local papers such as the Record-Courier
and Akron Beacon Journal in their homes. Obtaining an article in either of these publications
will educate readers on Popmoneys benefits.
4

Landlords and apartment complexes: Many off-campus students have the responsibility

to collect rent and utility payments from their roommates to pay their landlords. Educating
landlords on Popmoneys request funds feature will allow them to suggest the service to both
current and potential tenants. As third-party endorsers landlords will educate their tenants on
the advantages of Popmoney.

Key Messages

Popmoney is an easy-to-use service.


Popmoneys mobile application is useful in everyday college life.
Popmoney provides a secure method for mobile money
transfers.
Popmoney is a convenient way for off-campus students to
transfer funds.

Goal

Increase Popmoney
adoption among
Kent State University
students ages 18 to 24.

Objectives, Strategies, Tactics,


and Outcomes
OBJECTIVE ONE

To increase awareness of Popmoney among Kent State students by 25 percent by Feb. 28, 2014.

Strategy 1: Special event sponsorships


Rationale: In winter, Kent State students are often cooped up indoors due to the cold and

snowy weather conditions. They may become stir crazy, causing them to search for fun, free ways
to get out. To alleviate students cabin fever, the team partnered with on-campus departments to
provide students with these opportunities.

Tactic 1: The Bateman Blue team hosted a Popmoney information table with lollipop displays

at Light The Torch: Kent State, an Olympic-themed, late-night student event sponsored by the
Kent State Department of Recreational Services that attracted more than 250 students. While at
the event, team members engaged with students one-on-one to explain the benefits of Popmoney
and how the students could use the service.
Result: The event attracted more than 250 students, 117 of whom visited the Popmoney
information table.

Tactic 2: The team partnered with Kent State University Dining Services during its Anti-

Valentines Day Dinner at Prentice Hall. The team passed out heart-shaped lollipops tagged with
Valentines Day themed messages. At the event, Dining Services provided a photo booth and
break-up wall where students could write the reason for their most recent break up. Bateman
Blue created pseudo break-up scenarios citing Popmoney as a way to prevent financial quarrels
in future relationships.

Result: While at the event, the Bateman Blue team interacted with approximately 200 students,
giving each a lollipop and fact sheet.

Strategy 2: Use controlled media in a factual way to show the benefits of Popmoney.
Rationale: Bateman Blue strategically placed educational materials in the places where research
showed off-campus students most commonly congregate. These materials served to give a basic
understanding of Popmoney and directed readers to the website for further information.

Tactic: The team designed two posters to hang in various places targeted specifically at on or

off-campus students, depending on the location. One of the posters was a fact sheet, while the
other was a flow-chart leading the reader through the steps of a Popmoney transaction.
Result: More than 200 posters were distributed and hung throughout Kent State University and
the surrounding community. When conducting evaluation surveys, students who knew about
Popmoney often cited the posters as how they found out about the service.

Strategy 3: Engage both on-campus and off-campus students through online interaction in a

fun, conversational way.


Rationale: The teams research showed most of the targeted students for the Sweeter Than Cash
campaign are active on social media. Bateman Blue used Facebook and Twitter to interact with
these students.

Tactic: The team implemented a social media plan encompassing both Facebook and Twitter.

Facebook was used as a visual medium to update students on the location of the street team and
event information. The team used Twitter to generate the use of #SweeterThanCash to promote
Popmoney and easily monitor student awareness. A contest was created through Twitter to drive
students to the Popmoney website and create buzz around the Sweeter Than Cash campaign.
Result: The Bateman Blue Team Facebook page received 36 likes while the #SweeterThanCash
was mentioned more than 30 times on Twitter.

Strategy 4: Disseminate information to local opinion leaders.


Rationale: Reached out to local media to gain coverage as a way to increase awareness in off-

campus students. Media coverage in the local newspaper is a way to reach the 75 percent of Kent
State students who commute to school. The Bateman Blue team found that commuter students
are likely to view local media.

Tactic: Kents Bateman Blue team personally crafted and delivered a media kit to the Record-

Courier, a local media outlet. Within the Valentines Day-themed media kit was a press release,
Popmoney poem, posters, orange lollipops, and heart-shaped lollipops.
Result: The team did not receive coverage from the Record-Courier.

OBJECTIVE ONE EVALUATION-- EXCEEDED

When compared to the benchmark survey, post-implementation survey results found that 46
percent of students said they had heard of Popmoney. Additionally, testimonials reassured that
the campaign had cemented positive attitudes toward Popmoney within the student body.

OBJECTIVE TWO

To drive adoption of Popmoney by Kent State University students by 15 percent by


Feb. 28, 2014.

Strategy 1: Educate Kent State students on campus through a grassroots effort.


Rationale: College students often operate on a low or fixed budget. By offering free lollipops

through eye-catching and noteworthy displays throughout campus, the Blue team gained wordof-mouth awareness from key publics.

Tactic: Kents Blue team handcrafted oversized lollipop displays to be placed throughout the

student center and at one academic building with high commuter foot traffic. The displays each
contained more than 100 lollipops tagged with Popmoney sayings and #SweeterThanCash.
Result: The lollipop displays required daily refills and, in evaluation, proved to be a significant
source in increasing awareness of Popmoney.

Strategy 2: Educate Kent State students off campus through a grassroots effort.
Rationale: The Bateman Blue team identified off-campus students as a main public for its
Sweeter Than Cash campaign. To communicate with them in a fun, timely way, the team
capitalized on Valentines Day to reach these students in their homes.

Tactic: On Thursday, Feb. 13 the team visited off-campus apartment complexes and student-

leased houses. They placed Popmoney informational posters on doors, along with two heartshaped lollipops tagged with Valentines Day sayings directing them to the Popmoney website.
Result: The team was able to place posters on a total of 336 doors, reaching tenants while
generating buzz about the Sweeter Than Cash campaign and Popmoney that students referenced
during our post-campaign survey.

Strategy 3: Face-to-face communication with Kent State students.


Rationale: College students are often bombarded with faceless advertisements. Through
personal, face-to-face communication, the Bateman Blue team sought to create a positive
relationship with students.

Tactic: To reach off-campus students in a fun, engaging way, the team created the Popmoney

street team. The teams research showed that the Student Center is highly populated with
commuter and off-campus students between the hours of 11 a.m. and 2 p.m. While streetteaming, team members gave away the orange lollipops and passed out a simple flow chart
outlining how to use the service.
Result: The team handed out more than 1,000 lollipops. Students in the Student Center began
to recognize the Popmoney Street Team and began to associate the lollipops with Popmoney,
according to post-campaign surveys.

Strategy 4: Gain third-party affirmation from student opinion leaders.


Rationale: Enlisted Kent State student media to increase student awareness. Student-run media

is often a students main source of information. By attempting to get coverage, the Bateman Blue
team hoped to gain third-party validation and exposure.
7

My roommates
and I love it!

- Maddie VonStein,
Kent State Sophomore

Tactic: To reach students, the team pitched stories featuring Popmoney to two

Kent State student-run media sources. The first was the Daily Kent Stater, the
student newspaper. The second was TV2, a student-run television station.
Result: After pitching to each media source, the team was met with uncertainty
because the public relations program is housed under the same college that
manages the Daily Kent Stater and TV2. Due to this, both outlets were unable to
produce stories related to Popmoney because it presented a potential conflict of
interest.

OBJECTIVE TWO EVALUATION-- EXCEEDED

When compared to the benchmark survey of 125 students, post-implementation


survey results of another 125 students found that 13 students said they had
downloaded Popmoney as a direct result of the Sweeter Than Cash campaign.

OBJECTIVE THREE

To enlist at least two leasing offices to encourage the use of Popmoney by


potential and current tenants by Feb. 28, 2014.

Strategy: Foster partnerships with surrounding Kent State apartment

complexes and leasing offices.


Rationale: Gaining the support from apartment complexes and leasing
offices was crucial to the success of the Sweeter Than Cash campaign. By
creating relationships with the managers and owners of these business, the
team was able to collaborate with them on various tactics.

Popmoney turned out


to be a great way for
my family to send me a
weekly allowance.
- Beatrice Miller,
Kent State Freshman

Tactic 1: The Province, an all-student apartment complex located near

campus housing 596 students, was slated to hold a Super Bowl party.
The team partnered with The Province so members could hand out
informational posters in an area concentrated with off-campus students.
Result: The Province canceled just prior to the event, so the team regrouped and
promoted Popmoney at The Provinces popular Coffee Wednesdays to maintain
exposure to off-campus students.

Tactic 2: The team explained the benefits of the service to the managers of

popular all-student apartment complexes and leasing offices.


Result: The Province and A&H Investments, a leasing office with 30 studentrented homes, agreed to provide the teams Popmoney promotional items to
current and potential tenants as a way to effectively split rent and utilities.

I was more than

happy to partner
with the team and
spread the word
about Popmoney
8

- Tony Ramos,
The Province

OBJECTIVE THREE EVALUATION-- MET

Through the Sweeter Than Cash campaign, the Bateman Blue team was able to secure the
support of two off-campus leasing offices: The Province and A&H Investments. The inclusion
of Popmoney material in rental packages will increase awareness of the service well beyond the
Bateman Competition.

Obstacles
Obstacle one

During the implementation phase of the teams plan in February, the weather was extremely
harsh and frigid with temperatures often falling below zero. Due to the weather, the university
closed for three days in February. This caused all tactics to be limited to indoor activities and
restricted the number of face-to-face interactions between students and team members.
The team realized that the weather provided an opportunity to capitalize on students cabin fever
by creating a humorous, conversational campaign centered on the whimsical motif of a lollipop.
The campaign was also tailored to engage in standing indoor activities such as Light The Torch:
Kent State and the Anti-Valentines Day Dinner.

Obstacle two

The team often encountered restrictions when dealing with various university departments and
off-campus housing managers. This required days of negotiation and compromise to ensure each
party involved benefitted while remaining on track to reach the teams objectives.
While the process of gaining permission to hang posters or partner with events was long, it
provided a chance for team members to build relationships with apartment complex managers,
who would later aid in the teams Valentines Day grassroots marketing tactics.

Obstacle three

The team pitched to both student-run and local media but received no coverage of Popmoney or
its tactics except on university websites and social media pages.
To overcome this obstacle, the team created the Popmoney Street Team to increase face-toface communication with students both on and off campus. The team also created the Sweeter
Than Cash Twitter contest to gain exposure from students through social media.

Obstacle four

After speaking with multiple banks and credit unions surrounding Kent States campus, the
Bateman Blue team concluded that financial institutions should not be a target audience for this
short-term campaign. These institutions were not receptive to inquires regarding Popmoney.
Of the nine banks contacted, only two were willing to answer questions, one of which offered
Popmoney.

This lack of communication and enthusiasm from the banks and credit unions led the Bateman
Blue team to steer its attention away from financial institutions and to an audience research
deemed more accessible. Also, this decision was supported by research which showed students
didnt want to travel to banks, and were willing to conduct transactions on their smartphones.

Budget Summary
Expenses

The Bateman Blue team used $283 of its $300 budget. A majority of the funds went to purchase
materials for tactics such as: lollipops, Styrofoam balls, and candy. The team also spent money on
pizza for focus groups as well as miscellaneous materials throughout the implementation of the
campaign.

In-kind donations

Bateman Blue used $179 of the $1,000 in-kind donation budget. Most of the budget went
toward the printing of posters, contest entry cards, lollipop tags, and gift certificates. The
majority of the in-kind donations came from Kent State University School of Journalism and
Mass Communication with the gift certificates provided by Tree City Coffee & Pastry.

Conclusion

Kent State Universitys Bateman Blue team was faced with the challenge to bring awareness of
Popmoney to Kent State students. To achieve its objectives and implement its strategies, the
team came up with 11 tactics, including social media outreach, media coverage, events, and
posters.
The teams objectives were to increase awareness of Popmoney among Kent State students by
25 percent, to drive adoption by 15 percent, and to enlist at least two leasing offices to encourage
the use of Popmoney to potential and current tenants. In two cases, Bateman Blue exceeded its
objectives and met the remaining objective.
The Sweeter Than Cash campaign spread awareness to students, landlords, and apartment
complexes about the convenience of using Popmoney. By the end of implementation, Bateman
Blue raised awareness of Popmoney from one student prior to the campaign to 59 students
surveyed students post campaign. The Bateman Blue teams Sweeter Than Cash campaign was
ultimately able to increase the adoption of Popmoney from one student who had previously
downloaded the service to 13 who had no knowledge of the service prior to the campaign.
Finally, the team was able to enlist two prominent leasing offices to continually promote
Popmoney to their tenants.

10

11

Testimonials

I deal with a lot of tenants who have trouble pulling together money for monthly expenses
like groceries and utilities. When the Bateman Blue team approached me about Popmoney, I
immediately recognized the service as something useful for my tenants. I was more than happy
to partner with the team and spread the word about Popmoney.

- Tony Ramos, manager, The Province

I first found out about Popmoney from the lollipop signs in the Student Center. A
week later, I saw members of the Bateman Blue team handing out dollars, so I checked out
popmoney.com. I suggested it to help get money together for utilities, and now my roommates
and I love it!

- Maddie VonStien, sophomore Kent State commuter student

Popmoney turned out to be a great way for my family to send me a weekly allowance. My
grandpa really likes that even though hes far away, he can still help support me at college.

- Beatrice Miller, freshman Kent State student

A1

Theme
In winter, the cold weather can cause students to become stir crazy. They have fewer chances to
participate in fun activities both on and off campus. In order to relate to the target audience in
an interactive way, the Bateman Blue Team will provide fun, unique opportunities for students to
engage with the Popmoney brand.
To symbolize Popmoneys convenience and mobility in a fun way that resonates with the target
audience, the Bateman Blue Team chose lollipops as a motif for its campaign. The word lollipop
acts as a play on the name Popmoney and will serve as a way to reinforce awareness of the
service. Lollipops will appear throughout the campaign in various ways during the month of
February.

A2

Light The Torch: Kent State


To reach college students face-to-face, Kent States Bateman Blue team attended Light the
Torch: Kent State, an Olympic-themed, late-night student event sponsored by the Kent State
Department of Recreational Services Feb. 7. Before the event, the group crafted displays
featuring orange lollipops tagged with one-liners directing students to the Popmoney website
along with the hashtag, SweeterThanCash.
While at the event, the team provided Popmoney posters and fact sheets to students who visited
the Popmoney informational table. Group members engaged with students to explain the
benefits of using the money transferring service.
Kents Bateman Blue team spoke with more than 100 attendees.

A3

Anti-Valentines Day Dinner


The Bateman Blue team partnered with Prentice Dining Hall
during a popular dinner event to effectively reach the oncampus student population. The team passed out information
and heart-shaped lollipops with tag lines referencing the
Valentines Day theme and directing students to the Popmoney
website. Approximately 200 students were reached as team
members spoke with attendees and other students who passed
by Prentice Hall during the event.
Dining Services encouraged students to post on the breakup wall with written stories of their break ups. The Blue
team created pseudo-break up scenarios like, Just break up
but they still owe you money? Avoid the awkwardness with
a personalized message from Popmoney, directing students
to the Popmoney website. Student interest in the wall helped
nurture the developing awareness of Popmoney during the first
stages of the Sweeter Than Cash campaign.

A4

Posters
To inform Kent State students, both on and off campus, Bateman Blue created two posters. The
first version was a how-to flow chart (A6) and the second, a fact sheet (A7).
The fact sheet and the flow chart were utilized specifically for delivering the Bateman Blue teams
key messages. The posters were created in order to relay that Popmoney is easy and convenient,
useful for college students, and secure.

A5

S W E E T E R

T H A N

C A S H

Owe your friend money? Popmoney is a


convenient way to pay them back on-the-go.

Set up
Popmoney
account.
Choose recipients
email or phone
number.

Create
personalized
message.
Send money to
recipients bank
account.
This
flyer
for theApply.
PRSSA
Bateman
competition,
andoffered
is notat Popmoney.com are provided by or through CheckFreePay
*Terms
and is
Conditions
Popmoney
personal
payments services
Corporation,
a licensed
money transmitter,
and/or
affiliate CheckFreePay
Corporation
of New
which is licensed and regulated as a
, Fiserv
or its
CheckFreePay
Corp.
Views are
myYork,
own.
affiliated
with
Popmoney
Money Transmitter by the New York State Department of Financial Services, each a wholly owned subsidiary of Fiserv, Inc.

A6

S W E E T E R

T H A N

C A S H

Popmoney is supported by more than 2,000 banks and


doesnt require a middle man to easily transfer
your money.

What can Popmoney do for you?


Eliminate the hassle of carrying cash
and checks.
Keep your money where it should be:
the bank.
To send money all you need is your
friends email or phone number and
95 cents.
Make IOUs easy
Avoid the awkward situation of
asking a friend for money they still
owe you.
Prevent being that friend who forgot
in the first place. Pay them back with
the click of a button.

This flyer is for the PRSSA Bateman competition, and is not


affiliated with Popmoney, Fiserv or CheckFreePay Corp. Views
*Terms and Conditions Apply. Popmoney personal payments services offered at Popmoney.com are provided by or through CheckFreePay
are my own.
Corporation,
a licensed money transmitter, and/or its affiliate CheckFreePay Corporation of New York, which is licensed and regulated as a
Money Transmitter by the New York State Department of Financial Services, each a wholly owned subsidiary of Fiserv, Inc.

A7

Social Media
Bateman Blue team created a Facebook page to connect with the Kent State audience. The page
included updates about where the team would be during street-teaming events as well as general
updates about the Sweeter Than Cash campaign.
The Facebook page gathered more than 35 likes. Bateman Blue team posted two times per
week with campaign photos and updates. Posts consistently garnered interaction with Kent
State students who followed the page and generated excitement around the Sweeter Than Cash
campaign.
The team also used its members personal Twitter accounts to disseminate information about the
campaign. Throughout the campaign, the Bateman Blue team found its Twitter usage to be more
successful at reaching the target audience. Thus, during the midpoint of the campaign, Bateman
Blue decided to focus its efforts on creating engaging content for Twitter. This led the team to
create the #SweeterThanCash contest (A9, A10).
Kent State students were asked to tweet about how he or she would use Popmoney and use the
#SweeterThanCash for a chance to win a $20 gift card to a local coffee shop, Tree City Coffee &
Pastry. The team had two gift cards of equivalent value to give away.
The hashtag competition was a great way to provide incentive for students to look at the
Popmoney website and learn about the app. The intent behind this interactive giveaway was
to allow the target audience to tell how they would use Popmoney in a creative way while
inherently learning more about the service. In turn, the participants followers were also exposed
to Popmoney and the Sweeter Than Cash campaign, expanding the number of audience
members reached.
Overall, the hashtag got 32 mentions, including the Kent PRSSA chapters Twitter account that
has more than 870 followers.

A8

Facebook page

Twitter hashtag contest winners

A9

Contest information cards

A10

Media Relations
Throughout the Sweeter Than Cash campaign, the team pitched to both local and student-run
media sources.
Bateman Blue sent out its first press release on Feb. 10. The release (A12), along with a Valentines
Day themed media kit (A13), introduced the Bateman competition and highlighted the teams
Valentines Day grassroots marketing tactics.
The media kit contained the press release, along with tagged heart-shaped lollipops, a poem explaining Popmoney, and the informational posters used during the teams campaign.
The media kit was delivered in person by team members to the Record Publishing Company,
publisher of the Record-Courier, the Kent communitys local paper. Team members ensured that
it was delivered directly to the reporter who covers Kent State University.
Additionally, on Feb. 12, the team distributed a press release to the personal technology and
College of Communication and Information beat reporters for the Daily Kent Stater, Kent States
student-run newspaper.
On Feb. 25, Kent States College of Communication and Information featured the Bateman Blue
team on its website (A15), along with a description of the Bateman Competition and both Kent
State Bateman teams. The article featured a photo of the Bateman Blue team as well as quotes
from its members.

A11

Press release
Kent State Bateman Blue Team Pops into Campaign Mode
(Kent, OH)- A group of five students from Kent State Universitys PRSSA chapter are
competing in a nation-wide public relations competition. Over 80 schools throughout the
U.S. were given the challenge of increasing the number of users of Fiservs mobile-to-mobile
payment system, Popmoney by the end of February.
Throughout the month of February, Bateman Blue will implement their Sweeter Than Cash
campaign through a series a fun and exciting events and promotions targeted at Kent State
students. The team will make a Valentines Day splash targeting off-campus students. So, be
on the lookout for a Popmoney present on Valentines Day, KSU students. If youre luckyBateman Blue might be your sweetheart this year.
The campaign is centered on a lollipop motif that plays on the apps name, Popmoney, and
ties into the campaign name: Sweeter Than Cash. Students will begin to notice lollipops
throughout campus with playful sayings and the #SweeterThanCash.
The Bateman Blue team is striving uphold the legacy set by last years Blue team who placed
2nd in the nation for its anti-bullying campaign.
The bar has definitely been set by last years team, said Bateman Blue member Helen
Steward. We are excited to see how February goes with our implementation and we really
hope students take to social media with our SweeterThanCash hashtag.
The team will evaluate their results of the campaign and compile a casebook for the client,
Fiserv, to judge at the end of March.
###
Editors note: Contact Michael Lopick at mlopick@kent.edu, member of the Bateman Blue team,
for more information.

A12

Media kit

A13

SWEETER THAN CASH


Roses are red
Violets are blue
Bateman is here
To bring
to you
s orange
Its here to help
Transfer your money
So you can share the wealth
It comes in an app
Or with a .com
for college kids
Is simply the bomb

*Terms and Conditions Apply. Popmoney personal payments services offered at Popmoney.com are provided by or through CheckFreePay
Corporation, a licensed money transmitter, and/or its affiliate CheckFreePay Corporation of New York, which is licensed and regulated as a
Money Transmitter by the New York State Department of Financial Services, each a wholly owned subsidiary of Fiserv, Inc.

A14

Journalism and Mass Communication coverage

A15

PR Students Gain Real-World Experience In National Bateman Case Study Competition


Posted Feb. 28, 2014
By Kelli Fitzpatrick
Bateman. For public relations students, that single word represents months of extensive research,
creativity, active campaigning and a bit of apprehension. For PR professionals nationwide, it
means a real-world experience that, on a resume, enhances a students employability.
The Bateman Case Study Competition is a national contest hosted by the Public Relations
Student Society of America (PRSSA). Kent State has competed in this national competition since
2007. In 2013, a Kent State team ranked second in the nation topping 66 college teams from
across the country in the Bateman Competition.
Although the Bateman Competition is a three -credit spring semester class, the process actually
began at the start of the academic year.
Early in the fall 2013 semester, the PR faculty at JMC invited 10 PR majors to participate in this
years competition. Students apply classroom education and internship experiences to creating
and implementing a public relations campaign. The junior and senior students are hard at work
representing this semesters client, Popmoney, a personal payment service of Fiserv, Inc.
Students began research in the fall and prepared their campaigns for the end of January. They
carried out their plans throughout February, and will evaluate the results of their work in March.
Each Bateman Competition team must submit a casebook to PRSSA by March 28. Teams
compile a client overview, research findings, goals and objectives, strategies and tactics, campaign
theme, evaluation, key messages and pictures of their work. Evaluation includes the students
reviewing and analyzing the effectiveness of their campaigns in February.
The evaluation is really important because thats what they need to do once they get into the
real world, saysTim Roberts, JMC professor and Bateman Competition adviser. The implementation part is where you have to think on your feet.
The Bateman students are divided into Blue and Gold teams. The Blue team includes Sydney
Baltrusaitis,Morgan Jupina, Michael Lopick, Helen Steward and Samantha Tuly. The Gold team
includes Meghan Caprez,Marcus Donaldson, Hannah Hamner, Julie Myers and Abby Pruhliere.
Each team aims to raise awareness and usage of Popmoney among adults ages 18 to 24.
The Bateman Blue teams campaign centers on a lollipop theme. The students passed out candy
bags on Valentines Day and created large lollipop displays to raise awareness of Popmoney. They
also walked around campus to hand out fliers and talk with students about their client.
It gives that advantage of face-to-face communication, says junior Morgan Jupina. Were
there to answer the questions they have, and it generates more interest in the company.
Each team has a budget of $300 and $1,000 for printed materials. The ambitious timeline and
strict deadlines create a time-consuming experience, which Jupina says has been the students
A16

biggest challenge.
Its a full-time job, Jupina says. Its a lot of work, but thats okay, because once this casebook is
put together, were going to be so proud of it.
The Bateman Gold teams campaign focuses on the concept P(L)AY UP.
Its a play on words, encouraging students to get active and play up and to pay up by using
Popmoney, says senior Meghan Caprez. Our whole campaign is focused on being active,
whether its in sports or in learning about Popmoney.
The Gold Team has handed out lollipops to students around Kent, leading them to taking an
online survey and learn more about the client. Team members have also hosted activities and
booths at the Kent State Ice Arena and basketball games.
Roberts says the strict deadlines for each stage of planning and the actual implementation of the
campaign plan give students experiences they cant find in any other class. Courses such as PR
Case Studies and PR Campaigns allow students to create campaign plans, but Bateman is the
only class that lets students implement them.
I think they get a real-world feel of what a campaign is really like, Roberts says. Its beyond
the classroom.
Theyre actually talking to the public, going out and implementing a tactic.
The Bateman Competition also helps prepare students for careers in public relations. Erin Osini,
11 public relations graduate, participated in the competition in 2010.
Bateman provided a very fast-paced learning environment and gave me the opportunity to
work with a team, something I experience on a daily work basis, says Orsini, now an account
executive at Marcus Thomas LLC. I am grateful for being a part of the competition and having
the opportunity to get a true taste of the PR world.
Students will wrap up campaign implementation Feb. 28 and begin evaluating and completing
their casebooks in March. Following the March 28 deadline, a panel of
PRSSA members and professionals will choose three finalist teams from the nationwide
competition to present their findings to Popmoney in May.
It doesnt even matter if we place, because its been a learning experience, Jupina says. You
learn by doing. Ultimately, this helps us solidify everything we learned in the classroom and use
it to our advantage for a real company someday.

A17

Lollipop Displays
Kent States Bateman Blue team partnered
with university facility coordinators to
place oversized lollipop displays in four
different areas of campus. The areas chosen
were selected because they attracted the
highest concentrations of the teams target
audience. With placement in Jazzmans
Caf, lobby of the Student Center, and
the atrium of Franklin Hall, the displays
served as a fun, buzz-worthy way to
promote Popmoney to students. Each of
these locations have constant foot traffic
from commuters and are highly visible
on campus. The displays were filled with
orange lollipops tagged with witty sayings
leading students to Popmoneys website
(A19). The displays were out for two weeks
and taken down on Feb. 28.

A18

Lollipop tags

com

com

A19

Valentines Day
During implementation, Kents Bateman Blue team went to The Province and University
Townhomes, student apartment complexes, and houses on College Avenue -- a street with
more than 30 student-leased homes -- the night before Valentines Day. The team chose to use
Valentines Day as a big push to educate its target audience about Popmoney in a fun and timely
way.
Starting at The Province, the team placed Popmoney informational posters on all 246 doors. On
a smaller scale, the team also hung posters on 60 doors at University Townhomes. Accompanied
on the poster were two heart-shaped lollipops tagged with a Valentines Day themed one-liner
directing them to the Popmoney website. The tags also encouraged students to use the hashtag
SweeterThanCash.
Kents Bateman Blue team also delivered Valentines Day themed gift bags to the doors of 30
student-rented homes on College Avenue. The gift bags contained Popmoney informational
posters and fact sheets along with several pieces of assorted candy.
The team strategically concentrated its street team efforts on both apartment complexes and
College Avenue from 10 p.m. to midnight as a result of observational research. During this time
period, students are most likely to leave to go to the bars, a place the teams focus group cited as
a probable venue for Popmoney. The team took advantage of this opportunity to speak candidly
with students about the service and how it can help pay back their IOUs.

A20

Street Team
One objective from the Sweeter Than
Cash campaign was to create awareness
of Popmoney within the teams target
audience. Based on research, the Bateman
Blue team found that there is a large
concentration of commuter students in
the Student Center between the hours of
11 a.m. and 2 p.m. Monday-Thursday.
As a result of this finding, the team
implemented a street team to hand
out cards with information regarding
Bateman Blues Twitter contest to each
student in the Student Center. The team
did this four times throughout the last
two weeks of February.
In addition to handing out contest
information, the team spent one streetteam session handing out dollar bills
sporadically in conjunction with the contest hot cards. When students were handed a dollar,
members of the street team said, Sending and receiving money with Popmoney is as easy as
handing you this dollar. This was an attempt to display the convenience and simplicity of a
transaction through Popmoney, as well as to create buzz.

A21

Coffee Wednesday
The Bateman Blue team had planned to attend The Provinces Super Bowl Party, but after the
facility canceled the event due to severe winter weather, the team had to think on its feet and find
an alternate event to attend.
The team discovered that every Wednesday The Province provides free coffee and cookies to its
tenants. Bateman Blue set out informational materials at the coffee and cookies stand and had a
representative speak to a total of 75 tenants about Popmoney.

A22

Leasing Office Partnerships


The Bateman Blue team distributed posters around the clubhouse, a recreation area for tenants, at
The Province, an off-campus apartment complex for Kent State students. The posters were hung
on entrance doors, posted on walls, and stacked in the leasing office for potential residents to see.
A&H Investments, a leasing office for student-rented homes, displayed the teams Popmoney
posters in its office for potential and current tenants to see.

I deal with a lot of tenants who have trouble pulling together money for monthly expenses
like groceries and utilities. When the Bateman Blue team approached me about Popmoney, I
immediately recognized the service as something useful for my tenants. I was more than happy
to partner with the team and spread the word about Popmoney.

- Tony Ramos, manager, The Province

A23

Additional Research
Secondary

Spending habits of 18-24 year olds

According to an academic journal by Mintel published in Aug. 2011, the recession did not
greatly impact the spending habits of teens. For a brief time, 18- to 24-year olds limited their
transactions but quickly returned to the market when the economy improved. Teens tend to
rely on their parents for a source of disposable income for entertainment and other personal
expenses. This article concluded that without the burden of credit card debt, teens will spend
money on impulse and without any real purpose.
http://academic.mintel.com/display/542941/?highlight=true#
According to Nationwide Insurance, through part-time jobs and help from parents, the
average student income is $1,200 per month.
http://www.nationwide.com/college-student-spending-habits-infographic
According to Nationwide Insurance, 84 percent of undergraduates have at least one credit
card. These students accumulate unhealthy amounts of debt and graduate with an average of
$4,100 in debt.
http://www.nationwide.com/college-student-spending-habits-infographic
In a 2009 article written by Kristi Leclerc, based on a survey conducted at a college in Texas,
there seems to be an increased level of compulsive buying generation after generation.
http://cola.unh.edu/sites/cola.unh.edu/files/student-journals/P12_Leclerc.pdf
In an academic journal on influential factors contributing to college student spending habits
and credit card debt, parents are the most influential source of college students attitudes
toward money. This article concluded that students who are educated on proper spending
habits by their parents will have lower credit card balances.
http://cola.unh.edu/sites/cola.unh.edu/files/student-journals/P12_Leclerc.pdf
Based on the same academic journal previously mentioned, gender also plays a role in college
students attitudes toward money. Females tend to spend money on personal-care products
such as clothes and beauty products, while men spend money on food and entertainment.
In conclusion, women want to keep up in appearances and men feel the need to use social
activity as a way to establish themselves.
http://cola.unh.edu/sites/cola.unh.edu/files/student-journals/P12_Leclerc.pdf
According to William Paterson University Newspaper, liquor sales to college students
exceeded $5 billion annually, while only $4 billion is spent on personal care. Further, 46
percent of discretionary spending was on food. In addition to food, college students spend
much of their money on technology. Sixty-five percent own cell phones, iPads, televisions or
Kindles. These purchases take up most of students disposable income.
http://www.wpupioneertimes.com/1225.html
In an addition of the William Paterson University Newspaper published Feb. 2013, new
regulations have changed the spending habits of college students. According to the Higher
Education Research Institute at the University of California, it is becoming more difficult
for teens to receive credit cards. Laws in some states across the country require a credit card
applicant to be at least 21 years of age and background checks to ensure the applicant is able
to pay back balances. This hinders the ability of teens to frivolously spend money.
http://www.wpupioneertimes.com/1225.html

A24

In a 21st Century Insurance survey from the Huffington Post, students who live off campus
spend greater amounts of money. Of the 75 percent of college students who live off campus,
26 percent pay more than $600 a month in rent. In 2011, students spent more than $700 on
average eating off campus.
http://www.huffingtonpost.com/2012/11/08/how-college-students-save-money_n_2076915.

html
An article published in Feb. 2013 by CBS News goes over the overwhelming percentage of
undergraduate students who take both classes and maintain a job. CBS cited the U.S. census
saying that 71 percent of the nations undergraduate students were working in 2011.
http://www.cbsnews.com/news/more-students-working-a-lot-in-college/

Paper money and credit card usage

An article published in 2004 in U.S. News & World Report by Kim Clark goes over the rise
of credit cards, debit cards, and online banking usage while referencing the declining usage
of paper money and checks that began in the 1990s. Clark states that the reasons for the
overwhelming switch to electronic payments are simple: electronic payments are faster, easier,
and cheaper for shoppers, merchants, and banks. While banks transport approximately 163
tons of checks a day at 16 cents a piece, clearing an E-payment costs only 2 cents. Therefore,
banks are now pushing for customers to jump on the electronic payments wagon.
http://web.ebscohost.com/ehost/detail?sid=914665e0-4107-49c4-af94-841cbdaf7570%

40sessionmgr4002&vid=1&hid=4214&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#d

b=a9h&AN=14392064
In a blog about the decline and fall of paper money in our modern world posted in Sept.
2012, the notion of fiat money was thrown to the side while, Internet-based forms of
money emerged. The article spoke of shifting consumers trust in paper money to a wide,
crowd-sourced trust in electronic money. The article also mentioned the rapidly increasing
possibility of Google, Apple, or Amazon finding alternate forms of trading through their
already prevalent market-place presence.
http://charlescrawford.biz/blog/the-decline-and-fall-of-paper-money
In a 2014 article from Coin Week on the spending habits and money usage of Americans,
Coin Week compared the usage of credit cards and paper money. According to Coin Week,
43 percent of people have gone a full week without paying cash or coins for anything. In
addition, 80 percent of American consumers have a debit card.
https://www.coinweek.com/education/infographics/infographic-money-the-cold-hard-facts/
MSN Money featured a 2011 article on the security of different forms of money now offered
to consumers. MSN brings up the various pros and cons for each form of money regarding
its security. The article emphasized that one of the main reasons why usage of paper money
is declining so rapidly is largely due to credit cards being easily replaced and cancelled when
lost or stolen, whereas cash has no security feature if lost or stolen.
http://money.msn.com/saving-money-tips/post.aspx?post=a15dfeb9-9c3f-4a89-927c-6bf9eb2ec442

Competition

Research was conducted on official company websites of the following Popmoney competitors:
PayPal, PayPals send money feature, Square, Bitcoin, ClearXchange, Dwolla, Venmo and
Payza. These competitors were chosen based upon services similar to Popmoney. Date retrieved
Nov. 14, 2013.
Reviewed PayPals website to discern differences between PayPal and Popmoneys services.

A25

PayPal is used primarily for online purchases while Popmoneyis used for person-to-person
(P2P) payments.
https://www.paypal.com/home
Examined PayPals website to differentiate PayPals send money feature and Popmoneys
services. For a small fee, PayPals P2P feature allows users to send money internationally.
PayPals P2P service involves PayPal as the middle person. The main advantage of using
Popmoney is the service can be used to send money directly from one bank account to
another, without a middle person. A fee is associated with both P2P services.
https://www.paypal.com/webapps/mpp/send-money-online
Analyzed the Bitcoin website to differentiate the Bitcoin payment network to Popmoneys
services. Bitcoin offers the first decentralized source of currency. Worldwide payments are
an advantage Bitcoin has over Popmoney. While Popmoneyis only offered in the United
States, the personalized request feature is unique. Bitcoin operates without central authority
or banks. Bitcoin uses peer-to-peer technology to operate.
http://bitcoin.org/en/
Examined the ClearXchange website to note key differences between clearXchange and
Popmoney. ClearXchange was the first U.S. P2P payment network formed by banks.
ClearXchange is owned by Chase, Wells Fargo, and Bank of America. Unlike Popmoney,
clearXchange can only be used to send money to eligible Bank of America customers.
Popmoneyallows users to send money to anyone with a U.S. bank account.
https://clearxchange.com/
Reviewed the Dwolla website to note key differences from the services offered by Dwolla
and Popmoney. Dwolla is a payment network that allows for users to send, request, and
accept funds. According to the Dwolla website, Dwolla moves millions daily. Transactions
are 25 cents if more than $10 and free if less than that amount. Similar to Popmoney,
Dwolla allows individuals to send money to email addresses and phone numbers. Dwolla
also gives users the option to send money to Facebook friends, LinkedIn connections, Twitter
followers, and select businesses.
https://www.dwolla.com/
Analyzed the Venmo website to differentiate services offered by Venmo and Popmoney.
Similar to Popmoney, Venmo is used through an app. Venmo users can choose to send
money to a phone number, Facebook friend, or email address. Users can also create a message
along with a payment. This P2P service is free if using a bank account, supported debit card,
or Venmo balance. The only incurred cost is if a credit card is used, a three-percent fee will
be charged.
https://venmo.com/
Examined the Payza website to note key differences between the services offered by Payza
and Popmoney. Sending money with Payza only requires a recipients email address. When
receiving funds, money is instantly deposited into the individuals Payza account. Popmoney
transfers money from bank to bank, while Payza has users create an online account to hold
funds. Payza offers different withdrawal options including paying bills online, loading money
onto a prepaid card, or transferring money to a bank.
https://www.payza.com/personal
Referencing a blog written by Bank Fox Staff in 2010, titled Popmoney Gives PayPal
Competition, Popmoney offers similar P2P payment services to PayPals send money
feature. An advantage of using Popmoney is users can transfer money directly from their
own bank account without using Popmoney as a middle party. PayPals send money feature
includes PayPal as a middle party.
A26

http://paypalerrors.blogspot.com/2011/06/Popmoney-gives-paypal-competition_21.html
According to a Sipree blog published in 2012 titled And the Payment Network Winner
is, Popmoney was noted alongside others as a key player in the market. Popmoney has a
chance to out perform PayPal because of Popmoneys large U.S. bank memberships.
http://www.sipree.com/blog/opinions/whos-winning-the-payment-network-battle/
According to an article written in 2011 by Kenneth Weiss, from Biometric Technology
Today titled Mobile Payments, Digital Wallets and Tunnel Vision, key factors that lead to
acceptance and success of a new technology are convenience, versatility, and benefit to the
consumer.
http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=66767461&site=ehost-live
An article from PC World, written by Yardena Arar in 2010 titled Beyond PayPal: New
Personal Payment Sites, Popmoneyis different than PayPal in the sense that it does not tie
up cash; instead, Popmoneyassociates bank account information with a provided personal
e-mail address.
http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=56666560&site=ehost-live
Referencing an article from Inc., titled The Smartest Ways to Get Paid, written in 2013
by Jill Krasny, identifies and compares different payment options. Person-to-person payment
services are started to become targeted. App integration is increasing as services are becoming
more convenient for the user.
http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=90666868&site=ehost-live
In an article from Macleans written by Alex Ballingall in 2012 titled The credit card
killer?, the financial aspects of the payment service Dwolla were highlighted. The founder of
Dwolla, Ben Milne, said the company does not believe in credit cards.
http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=70536940&site=ehost-live
According to a 2012 article written by Ted Greenwald titled Digital payment systems
dreamed up in the Web era still piggyback on credit card networks, there ought to be a faster
and cheaper way, Dwolla, a digital payment network, is threatening the likes of PayPal and
Visa. Dwollas network, FiSync, connects directly to banks. This eliminates any possible fees
that must be paid by Dwolla, thus increasing profits.
http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=89941770&site=ehost-live

Technology use of main publics

A study conducted in 2009 by Alexandra Rice, a professor at the University of Rhode Island,
found that her students on average lost an hour of sleep per night due to cell phone use. Rice
took this data, as well as data from previous experiments and used it to illustrate college
students technology dependency.
http://web.ebscohost.com.proxy.ohiolink.edu
In a simulated shopping experiment, conducted in 2011 by Asle Fagerstrom, participants
could either save money for a new model of their favorite mobile phone brand and get it in
the future or buy the product on credit and get it now.Studentswere willing to pay a high
interest charge rather than wait to save money and purchase the phone interest-free.This
shows that college students are more likely to favor quick and easy methods to purchase
goods at a price, rather than save, which would be safer, but slower.
http://web.ebscohost.com.proxy.ohiolink.edu
Aaron Passman, in conjunction with the Credit Union Journal, assessed GTE Financials 2012
successful progression from its original namesake CU through its early adoption of emerging
financial technologies. Though GTE Financial already offered a mobile payment service, users
could only transfer funds to other GTE Financial patrons. By incorporating
A27

Popmoney into its services, GTE Financial allowed users to transfer money to people
who are not patrons of GTE.
http://web.ebscohost.com/bsi/detail?vid=3&sid=7144ea
In a 2013 article for the Journal of Payments Strategy & Systems Dag-Inge Flatraaker,
general manager and head of Group Payments Infrastructure, Settlement Systems & SWIFT
at DNB Bank, focuses on the challenges and opportunities banks face as the world becomes
more digital. He believes that banks now not only have to compete with one another, but
companies such as Apple and Google. By offering mobile payment options, banks can gain
market share and improve their patrons experiences.
http://web.ebscohost.com.proxy.ohiolink.edu:9099/ehost/pdfviewer/
In a 2012 article for Payment Source, an online financial news aggregate, columnist John
Adams explores OnPoint Community Credit Unions use of Popmoney as an easy way for
the bank to begin offering more electronic baking and payment methods to patrons.
http://www.lexisnexis.com/hottopics/lnacademic/
In a study in 2011 conducted by the University of Washington Journal of Law, Technology
& Art, Erin Font, a payments lawyer, and Certified Information Privacy Professional (CIPP)
at Cox Smith Matthews, discusses the legality and setup of mobile payment services, such
as Popmoney. Her general conclusion is that mobile payment services may be susceptible
to inappropriate uses, such as money laundering and that of the currently available mobile
payment services, none have a truly unique design.
http://www.lexisnexis.com/hottopics/lnacademic/
A MediaPost blog post written in 2013 by Chuck Martin suggests that the mobile wallet
is rapidly growing in popularity. The blog post cites a 23 percent increase in mobile location
and wallet services amongst smart phone users over the next three years; about 113 million
users. Martin comments on the negative side of current mobile payment systems that need to
be overcome in order to see the growth.
http://www.mediapost.com/publications/article/217193/mobile-wallets-passing

Popmoney feedback and reviews retrieved Nov. 14, 2013.

Reviewed Google Play ratings of the Popmoney app. On a scale of one to five, five being
the best and one being the worst, Popmoneys average Google Play rating is 3.6, out of 107
reviews. Users commented most positively on Popmoneys relatively small fee and easily
navigated interface. Negative comments stemmed from discrepancies between users online
and mobile accounts, such as contacts not syncing.
https://play.google.com/store/apps/details?id=com.fiserv.Popmoney
Read Popmoney user reviews on About.coms banking site. The reviews for Popmoney were
mostly negative and often commented on the length of time it took to receive money. Many
reviewers were also dissatisfied by the customer service, sign-up process, and restrictions.
http://banking.about.com/u/reviews/bankonline/Popmoney-Reviews/
In a 2010 article for SourceMedia, Daniel Wolfe highlights how Popmoneys social aspect is
a main draw for many users. He also goes on to say that Popmoney is continually adapting
its payment system based on feedback, both negative and positive.
http://web.ebscohost.com/bsi/pdfviewer/pdfviewer
In a 2012 article for American Banker Association, David Heun summarized Ally
Banks decision to adopt Popmoney as a service it offers. Reasons why Ally chose to offer
Popmoney include: convenience, ability to create reoccurring payments, and privacy.
http://web.ebscohost.com/bsi/detail

A28

Out of 20 reviews, the average user rating was 1.5 stars. Most negative user reviews appear
to be focused on the speed, verification process, and reliability of the app. On the other
hand, many people coming from other money transferring services see Popmoney as a more
efficient service for P2P transactions.
www.Aboutbanking.com

Security

First National Bank created a FAQ page about Popmoney in order to educate customers
about its services and security. The page explains that the information the user sends is
encrypted throughout the entire transferring process. The system also uses a number of other
security features such as one-time passcodes to verify the ownership of a new email or phone
number. Popmoney also offers the security of knowing that account information is never
shared with the recipient. The recipient will only see the other persons name and, if emails
are used in the transaction, email address. Additionally, the recipients information will not
be shown to the sender. Retrieved on Nov. 20, 2013.
https://www.fnb-online.com/Personal/OnlineServices/OnlineBillPay/PopmoneyUpgrade
About.com posted an article in 2014 written by Justin Pritchard which outlines the basics
of Popmoney. The article explains the benefit of sending money without the other party
having access to the senders account information. The article also reminds readers that if
potential user were to transfer money via a check the receiver would be able to view account
information. The article also provides warning of fraudulent emails, and instructs potential
users to only accept money from those who they expected to be receiving
money from.
http://banking.about.com/od/bankonline/a/Popmoney-The-Basics.htm?rd=1
Popmoney outlined the basics of its security on its website. The visibility of the security
page was minimal from the main site. According to the page, Verisign scans Popmoney
frequently for potential breaches in security. TRUSTe also certifies Popmoney. The security
page speaks of the one-time verification codes used to validate the identity of Popmoney
users. The Popmoney security page only has three short paragraphs backing its claims as a
secure service. Retrieved Nov. 14, 2013.
https://www.Popmoney.com/

Media presence

Popmoneys user page on YouTube contains 11 videos that have been posted within the past
year. Each video has fewer than 150 views. Six of the videos feature Vera Gibbons discussing
different ways Popmoney can help with organization of finances. The rest are tutorials or
news coverage clips. There is a need to increase traffic and to offer important information on
the page. Retrieved Nov. 17, 2013.
http://www.youtube.com/user/Popmoney
Searching for Popmoney on YouTube leads to 2,750 results. The results feature various types
of content. The content related directly to Popmoney is content generated by Popmoney and
Fiserv or by banks that use Popmoney in order to explain it to customers. Chase Bank also
created a full-fledged commercial that appears in YouTube results. Content that is not related
to Popmoney consists of music related posts. The most popular of these music uploads is a
song called Pop money by a popular rapper named Sammy Adams. Retrieved Nov. 17, 2013.
http://www.youtube.com/results?search_query=Popmoney&page=1

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The Popmoney Facebook page has more than 20,000 likes. The page posts regularly with
relevant images and content that engages users. As of early November 2013, just under
50 percent of the Facebook comments posted by users were negative while the remaining
comments were either neutral, positive, or pose questions. Retrieved Nov. 20, 2013.
https://www.facebook.com/Popmoney
Google searches reveal there is an opportunity to improve upon media relations efforts.
Popmoneys media presence appears to be found mostly online, in trade publications, and
on blogs. There is an opprtunity to increase the number of commercials, newspaper articles,
magazine articles, and ads. Retrieved Nov. 20, 2013.
The Popmoney twitter page has more than 5,000 followers and 400 tweets. Popmoney
mostly posts its own content. Retweets are minimal on the main page. When responding
to customers tweets, Popmoney instructs customers to direct message them with further
information about their complaints or compliments. Retrieved Nov. 20, 2013.
https://twitter.com/Popmoney

Fiserv and Popmoney

In a recent article by MSN Money published in Nov. 2013, Fiserv was recognized for
receiving an award for its person-to-person payment application at the Mobile Money
Global Awards. Fiserv received the Innovation in Mobile Value-Added Services Award at the
Mobile Money and Digital Payments Summit in Dubai. The award was created in an effort
to recognize the company that was most innovative in developing new services and mobile
channels for consumers.
http://money.msn.com/business-news/article.aspx?feed=BW&date=20131120&id=17128181
The PRSSA 2014 Bateman fact sheet detailed the magnitude of Fiservs involvement with
the world of finance. Fiserv processes more than 70 percent of bill payments in the U.S. The
institution moves $1 trillion each year by completing 20 billion digital transactions. The fact
sheet also says that 55 million people are currently using online banking that is powered
by Fiserv.
http://www.prssa.org/scholarships_competitions/bateman/2014/2014FactSheet.pdf
MSN Money featured a 2013 article on OnPoint Community Credit Union in Portland,
Oregon adopting the Fiserv application Popmoney for its customers. The article stressed that
OnPoint Community Credit Union is working to provide multiple types of payments and
transfers under one hub to greater benefit customers needs for convenience and security.
http://money.msn.com/business-news/article.aspx?feed=BW&date=20140106&id=17232564
According to a news release from June 2011 titled Fiserv Agrees to Acquire CashEdge to
Advance Its Digital Payments and Channel Strategies, the acquisition accelerated digital
payments and increased the range of payment services offered by financial institutions to
consumers. Referencing the news release, CashEdge Inc. was a leading provider of consumer
and business payment technologies.
http://newsroom.fiserv.com/releasedetail.cfm?ReleaseID=588125
According to the ZashPay website, Popmoney and ZashPay were combined to give
consumers more features. Retrieved Nov. 21, 2013.
http://www.zashpay.com/

A30

Kent State students

A section of Kent State Universitys website highlights opportunities for commuter students
as well as provides some statistics on that particular sector of students. Kent State University
said more than 75 percent of its students are considered commuter students. Retrieved Dec.
9, 2013.
http://www.kent.edu/studentlife/commuter.cfm
This media kit contains all of the user hits and readership statistics for Kent State University
student-run media. It also explains the application process and pricing for advertisements.
Ten thousand copies of the Daily Kent Stater are distributed throughout the campus,
reaching 70 percent of the student body per day. The media kit also has the contact
information for all student editors, reporters, and advisers. Retrieved Dec. 9, 2013.
http://www.staterinteractive.com/f2010_full_media_kit.pdf
Kent State Universitys website offers a wide variety of statistics regarding demographics of
the universitys student body, such as ethnicity profiles. The statistics provide the opportunity
to better understand Kent State students ages 18 to 24. Retrieved Dec. 9, 2013.
https://www.kent.edu/about/facts/StudentBody.cfm

Primary
Prior to the beginning of Bateman Blue teams campaign, intercept interviews were conducted to
sample Kent State students as well as other college-age students.
Survey results showed that only one person of the 125 randomly surveyed knew of Popmoney.
Additionally, this single person had been the only one to use the service. This limited amount of
awareness inspired the Bateman Blue teams campaign.
After the campaigns completion, the Bateman Blue team randomly surveyed another 125
college-age students. The survey found that 59 people surveyed had heard of Popmoney and 13
had used it. The campaign produced an increase of 58 students being aware of the Popmoney
app and 12 students utilizing the service.
The intercept surveys showed the Bateman Blue team exceeded the original objectives in
increasing awareness and driving adoption.

60

Intercept Survey Results

45

30

15

Total use of students

Total awareness of students

A31

Focus Group
On Tuesday Dec. 3 and Friday Dec. 6, Bateman Blue conducted two focus groups with a total of
11 Kent State students.

Summary of findings

Students primarily spend their income on rent and utilities, food, alcohol, and entertainment.
Students received funds from savings accounts, parents, and jobs.
All participants asked for clarification on pronunciation after moderators announced
Popmoneys name.
Participants believed the service provided a cheap, quick way to make extra money through
odd jobs, and were surprised to learn of the services actual use.
Participants were skeptical of transferring money through an app.
Those participants who felt comfortable transferring money through an app felt most
comfortable using one sponsored by his or her bank.
During the focus groups, the students were asked to draw advertisements.
The common traits among those ads included: participants preferred clean, simple ads;
memorable taglines; and scenarios in which students would use Popmoney.

Focus Group Script: 50 minutes


Hello everyone. Thank you for taking the time to participate in our focus group this evening.
Did everyone help themselves to pop and pizza? Also, please make sure you have read and filled
out the consent form. Before we get started, my teammate and I are going to introduce ourselves.
My name is Morgan Jupina and this is Helen Steward, and we are junior public relations majors.
We are members of the 2014 National Bateman Case Study Competition, so your participation
in this research is very important and appreciated. Are there any questions or concerns about
being recorded?
Lets start by going around the table and telling everyone your name, where youre from, and
what your major is.
For the following questions, we will go around the table for each person to answer.
1) What do you typically spend the most money on? Please list two items.
2) About how much money do you spend per week on these items?
3) Where does your disposable income come from?
4) How many of you have a job?
5) Of the people who have a job, about how much money do you make a month?
6) What do you think a service called Popmoney provides?
The P2P payment service was then explained to participants.

A32

7) Would you ever use this type of service? Why or why not?
8) Please use the construction paper and markers provided to create an advertisement for
Popmoney. Your illustrations should reflect an advertisement that would best appeal to you and
grab your attention.
Ten minutes passed to give participants time to create their advertisements.
Now, well go around the room and have everyone explain their advertisement. Then, please
explain why you feel it would appeal to a college student. After, you will vote on which
illustration best represents Popmoney.
Participants picked their favorite advertisements.
Feel free to enjoy the rest of the pizza and drinks. Thank you again for your time.

A33

Consent form
Participation Consent Form
Focus Groups
Consent Form: 2014 Bateman Competition
We are conducting research for the 2014 National PRSSA Bateman Case Study Competition.
This research is intended to help us better understand how we can create an accurate and
successful public relations campaign for our corporate client. We would like you to participate in
our research for this project. If you decide to take part, you will be asked to participate in a focus
group with other students, lasting approximately 45 minutes, conducted by two members
of our group.
Your participation poses no physical risk to you, and all your information will remain
confidential. Findings will be reported in aggregate and you will not be individually identified.
If you take part in this project, you will help the Kent State Bateman Team fulfill our research
for our campaign. Taking part in this project is entirely up to you, and no one will hold it
against you if you decide not to do it. If you decide to take part, you may stop at any time.
If you want to know more about this research project, please email Helen Steward at
hsteward@kent.edu. If requested, you will get a copy of this consent form.
Sincerely,
Helen Steward
Michael Lopick
Morgan Jupina
Samantha Tuly
Sydney Baltrusaitis
Participant Signature:

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Participant advertisement examples

A35

A36

Print Survey
Age:
College:
What bank(s) do you use?
How much cash do you typically carry?
What is the most common ATM service charge you encounter?
What electronic money-transferring services have you heard of?
Do you have a job? Yes

No

If you checked yes, about how much money do you make per week?

Pre-campaign Intercept Survey


PURPOSE: To gauge how people feel about the security and convenience of electronic moneytransferring services.

LOCATIONS: Kent State Student Center


Have you ever heard of Popmoney?
Have you used the service?
Would you trust an app to transfer money?
Would you use an electronic service to transfer money to friends or family?
If youve used an electronic service to transfer money, have you experienced security or
convenience issues?

A37

Post-campaign Intercept Survey


PURPOSE: To gauge how people feel about the security and convenience of electronic moneytransferring services.

LOCATIONS: Kent State Student Center


Have you ever heard of Popmoney?
If so, how did you hear about the service?
Have you used the service?
If so, did you experience any security or convenience issues?
Would you trust an app to transfer money?
Would you use an electronic service to transfer money to friends or family?

A38