Campaign

Proposal

Agency Name:
Arrowhead Communications

Agency mission:
Arrowhead Communications strives to provide a fresh and innovative experience for our clients. Our
agencys mission is to create a fun environment and a comfortable experience all while producing
work at the highest level of efficiency. At Arrowhead Communications, transparency and proficiency
is the foundation for success. The company wants to remind our clients, We are in the business of
helping, and our business is you. The agencys goal is not to meet your expectations, but to exceed
them.

Agency Staff Biographies:
Hannah Carver, President of Arrowhead Communications, has seven years of experience in public
relations. She received a Bachelor of Science in Communication from the University of North Florida.
Upon graduation, she worked for a public relations agency in Washington D.C. for five years
overseeing strategic communications. Hannah has been with Arrowhead Communications for two
years. Her passion for public relations is evident through her work in strategic communications.

Mackenzie Putala, vice president of communications, has worked in the public relations field for
eight years. She graduated from the University of North Florida and received a Bachelor of Science
in Communication with a focus in public relations. Mackenzie went on to work in the public relations
department for the American Heart Association in Atlanta for two years until joining Arrowhead
Communications. She incorporates her big city knowledge in helping the team develop successful
campaigns.






Executive Summary:
Research shows that the Hispanic population is growing the fastest of all ethnic groups in the
United States. A study conducted by Forbes showed that Hispanics are thriving economically in
Jacksonville, Florida, with a median income of $50,171. Despite the information found in the study,
Hispanics still remain one of the least educated ethnic groups in regard to personal finance and
financial success. The goal of this campaign is to make connections with the Hispanic population and
educate them on banking and personal finance.
Arrowhead Communications created a comprehensive campaign that engages the target
audience. The campaign will be centered around the Hispanic Art Walk and Festival. We will be
promoting this event by partnering with La Raza the Hispanic radio station of Northeast Florida.
Additionally, it will include a new social media identity and updates to the pre-existing Vystar
website. This new social media identity will include informational content that will act to educate
the target audience on personal finance and financial success. The website will introduce Spanish,
an alternative language option, to give our audience the opportunity to better understand Vystars
website. Vystar will offer an enrollment bonus of $25 to clients that enroll at locations in specified
zip codes during the month of November. In addition to the bonus enrollment program, Vystar will
offer free financial advising appointments to everyone that enrolls during the time frame of the
bonus. We will be advertising through Vystars social media platforms, and the La Raza radio show
to promote the campaign.
Arrowhead Communications has conducted primary and secondary research to
accommodate the target audience throughout the campaign. Pre and post surveys will be
conducted to help measure the results of the campaign. Arrowhead Communications and Vystar
strive to reach the Hispanic population and educate them on the importance of banking and
personal finance.
Our campaign is scheduled to begin September 2017 and will run through December 2017.
The total cost of the campaign is $28, 395.68 including the agency fee.


We at Arrowhead Communications believe that our campaign will accomplish Vystars goals
and effectively reach out to the Hispanic population of Northeast Florida. We look forward to the
opportunity to partner with Vystar and would like to thank you for considering Arrowhead
Communications for your campaign.

Client Background:
VyStar Credit Union, established over 60 years ago, is one of the largest credit unions in the
nation. The company was originally named Jax Navy Federal Credit Union to serve civil and military
employees at the Naval Air Station Jacksonville in 1952. During this time, it was difficult for civil and
military employees to borrow money and establish credit. A year after operation, VyStar was
created as a bank where blue-collar workers could open an account and provide credit to individuals
who had few options.
A few competitors of Vystar Credit Union include, SunTrust Bank INC., Compass Bank and
BB&T Corporation. While not all of these banks are credit unions like Vystar, they all are still
competing to gain members.
With over 500,000 members, $5.6 billion in assets and 45 different locations VyStar strives to
be the primary institution for its members and to bring credit union services to more people.
According to VyStars website, its mission is to focus on serving the financial needs of its members
by providing quality services while maintaining fiscal soundness. Additionally, integrity, trust,
respect, caring, courage, dedication and loyalty are all values VyStar Credit Union focuses on, but
quality service is the companys main goal. The website states, We will apply the principles of
VyStar excellence as a way to focus on quality service for all of our employees to excel in all we do
for our members.







SWOT:
Strength: VyStar Credit Union effectively communicates with its clients through a variety of
outputs.
Strength: VyStar puts the clients best interest at heart as it is a non-profit run for the
people, by the people.
Strength: VyStar is accessible throughout 22 counties in Northeast and Central Florida.
Strength: VyStar is a recognizable and credible banking option throughout Northeast and
Central Florida.
Strength: VyStar offers a multitude of banking services at an affordable price.
Strength: VyStar offers clients a quick and easy account set up.

Weakness: VyStars programs are not being effectively promoted to the Hispanic
community.
Weakness: VyStars social media posts do not get much user attention or interaction.
(Facebook, Instagram, Twitter)
Weakness: VyStar is only located in Central and Northeast Florida.
Weakness: VyStars programs are targeted to an English-speaking audience.

Opportunity: Economically speaking, Jacksonville is the number one city for Hispanics, giving
VyStar ample opportunity to scout clients seeking account services.
Opportunity: Create awareness and understanding amongst Hispanics in the areas of
banking and personal finance.
Opportunity: The city of Jacksonville has a relatively low number of Hispanic citizens making
it easier for Vystar to reach out to the majority of them.
Opportunity: Hispanics respond best to campaigns that are local or accessed through mobile
devices.
Threat: VyStar Credit Union is competing with other financial institutions for Hispanic
clientele.


Threat: Losing major market shares by not reaching out to Hispanic population.
Threat: Vystar lacks racial diversity by not targeting minorities in the area.

Situation Analysis:
Vystar is a credit union based in North Florida that is dedicated to serving its members and
bettering their lives and the surrounding community. Vystar is currently struggling to reach the
Hispanic population in North Florida. Vystar wishes to make connections with the target audience
and educate them on banking and personal finance. Arrowhead Communication strives to aid the
client in bridging the gap between Vystar and the Hispanic population through multiple strategic
initiatives.

Secondary Research and Analysis:
Informative:
According to the 2013 FDIC Report, 28.5 percent of Hispanics are underbanked and 17.9
percent are unbanked. Underbanked is described as possessing at least one bank account while
utilizing non-banking services such as payday loans, money orders, etc. Unbanked is described as
not currently possessing a checking or savings account. According to research conducted by the
Latinum Network, Hispanic citizens are under-indexed for most financial services, including credit
cards, insurance, homeowners insurance, 401(k)s and IRAs.
According to the Pew Hispanic Research Center, many Hispanics shy away from seeking out
banking services due to impressions that they have about banks. They believe that minimum
balances and transaction fees outweigh the benefits of utilizing banking services. Americas Society
states that underbanked and unbanked immigrants are at higher risk for financial abuses and scams.
They also state that establishing the most basic banking account can avoid these risks as well as
promote financial security and long-term wealth.
The Center for Hispanic Research states that the best way to market to Hispanics is to have a
local focus and to be clear and concise when identifying goals and objectives. DigiDay states that
Hispanics are more likely to own and utilize smart phones than other Americans. According to


Nielsens Q2 Cross-Platform Report, Hispanics spend 49 hours and 9 minutes on apps and the
internet on their mobile phone. Nielsen also states that Hispanics spend more time consuming
digital video. Hispanics spend 21 percent of their online time shopping. Hispanics not only favor
online advertising but find it to be more useful, relative and influential, according to Specific Media
and SMG Multicultural.

Audience Analysis:
Our target audience is Hispanics in Jacksonville, Florida and its surrounding area. According
to Jacksonville AreaConnect, 4.16 percent of the Jacksonville population is of the Hispanic race. Of
those Hispanics, 21.3 percent are living in poverty. 4.1 percent speak Spanish at home. ZIP codes in
Jacksonville with the highest population of Hispanics are 32212, at 12.23 percent, 32227, at 11.86
percent, 32215 at 8.99 percent. According to the Pew Research Center, the median earnings of a
Hispanic who is 18 or older is $22,000. DataUSA stated that 1,314 Hispanics were awarded college
degrees in the past year.
Neilsens PRIZM look-up suggests that the members of this audience consists of economically
challenged families with modest educations, sprawling families, service jobs and struggle to make
ends meet. PRIZM data shows that this audience likes to shop at Walmart Pharmacy, use check
cashing service and prepaid debit cards. People in this audience are less likely to have medical
insurance and are more likely to buy a pre-owned vehicle. According to P$CYLE segmentation, the
audience has begun exploring auto, medical and renters coverage. With limited finances, they are
more likely to spend their leisure time indoors listening to hip hop music, watching television or
surfing the web. Younger members of this audience prefer reading parenting, music and womens
fashion magazines.
According to PEW Research Center, Hispanics are most likely to own a smartphone, live in a
household without a landline phone where only a cellphone is available and to access the internet
from a mobile device. Hispanic internet usage has increased since 2009 by 20 percentage points,
moving from 64 percent to 84 percent. PEW research states that the digital divide among Hispanics
is at its narrowest point.


Primary Research:
Key Interviews:
A Hispanic woman participated in a key interview conducted by Arrowhead Communications. In this
interview, she was asked what bank she used. Upon learning that she was already enrolled in Vystar
services, Arrowhead Communications switched routes with our key interview. We focused on what
attracted her to Vystar, what she liked about its current programming and what she recommended
to attract more Hispanics to bank with Vystar. Our interviewee informed us that she was attracted
to Vystar because the Credit Union was not for profit and based in Northeast Florida. She stated
that she found them to be more trustworthy for this reason. She said that she was happy with the
services that Vystar currently offered but felt like they could benefit from specifically catering some
things for Hispanics. She said that offering more services in Spanish and focusing on informing
individuals on what Vystar could do for its clients would be beneficial in attracting the target
audience. The information that Arrowhead Communications gathered from this key interview
helped us to create tactics that cater to our target audience. We believe that this will lead our
campaign to success in reaching the Hispanic population.

Survey:
Arrowhead Communications conducted a preliminary survey (via Facebook) to collect
information about the public's preferences on banking. 75 percent of responses were within the
age range of 20-25. 8 percent of responses were from Hispanic/Latino individuals. 17 percent of
participants have an already established account with Vystar. 40.9 percent of participants said that
they were more likely to bank locally. The other 59.1 percent stated that they prefer to bank with
national financial institutions. Over 95 percent of participants were more likely to bank where there
were cashback offers. 59 percent of participants were okay with their bank charging service fees.
Almost all participants preferred that their bank offer mobile banking services.
Arrowhead Communications will use the results of this survey to target their identified audience and
meet their needs. Based on this survey and research done previously, Arrowhead Communications


believes that it is best for Vystar to market its local roots and cashback offers to attract the target
audience.
Goals, Objectives, Strategies and Tactics:
Goal
The goal of the campaign is to educate and inform Jacksonville area Hispanics on banking and
personal finance and provide them with Vystars information and resources to help them achieve
financial security and success.

Objective 1: To increase the target audiences education on banking and personal finance by 30
percent by the end of November 2017.

Strategy 1: According to Specific Media and SMG Multicultural, Hispanics favor online advertising
and find it more useful, relative and influential. By utilizing traditional and social media, Vystar aims
to close the gap between the Hispanic population and their brand.

Tactic 1: In an effort to increase the target audiences education on banking and personal finance a
Facebook page dedicated to educating the Hispanic population will be created and promoted. This
Facebook page will act to reach out to the Hispanic population by utilizing content that is created in
a language that they know and understand best. This page will be promoted over the radio and at all
events.

Tactic 2: We plan to have a booth at one of the biggest Hispanic events in Jacksonville, Hispanic Art
Walk and Festival located at the Jacksonville Landing on October 25. This event celebrates Hispanic
Heritage Month and attracts many members in our audience. Our booth will offer financial
education and personal finance pamphlets. Spanish speaking employees will staff the booth to
bridge the language barrier. Additionally, in an effort to promote the Facebook page and hashtag
and collect a database of emails, Vystar will offer a free t-shirt to participants that like the page,


post a photo using the hashtag, #VivaLaVystar and provide their email to the employees working the
event.

Tactic 3: In an effort to directly educate the Hispanic population on banking, personal finance and
Vystars services, Vystar will utilize Spanish-speaking employees to speak in videos. These videos will
discuss Hispanics experience with Vystar and how Vystar can help with their long term financial
success.

Objective 2: To increase the target audiences trust in Vystar Credit Union by 15 percent by the end
of September 2017.

Strategy 2: According to Pew Research Center, Hispanics shy away from seeking out banking
services due to negative impressions they have about banks. Vystar aims to establish a relationship
of trust between the Hispanic community and their brand.

Tactic 1: In an effort to build the target audiences trust in regards to banking, Vystar will generate
content and begin offering Spanish as a language option on their website and associated media
platforms. This will allow the target audience to consume information in a language that is easier for
them to comprehend.

Tactic 2: In an effort to build the target audiences trust in regards to banking, Vystar will place an
emphasis on hiring bilingual employees at each branch. This will allow them to offer more
comprehensive financial services and aid Hispanics in feeling more confident in Vystars services.

Tactic 3: We plan to partner with the Hispanic radio station, La Raza 92.9FM to establish a
relationship of trust between Vystar and the Hispanic population. We chose La Raza because it is
already well established and respected amongst our target audience. We believe it will increase the
level of trust Hispanics have with our banking services by utilizing an already trusted brand. Vystar


will send a representative to speak on multiple of La Razas shows and educate the audience about
the benefits of utilizing financial services. We plan to be transparent in our approach and emphasize
on education, rather than selling our brand. In addition, Vystar will pay for advertisements on La
Razas station and sponsor the morning show for the week before and the days leading up to the
Hispanic Art Walk and Festival.

Objective 3: To increase the number of Hispanics enrolled in Vystar Credit Union banking services by
20 percent by the end of December 2017.

Strategy 3: According to a key survey, Hispanics select banks based on their reputation. Hispanics
like to feel as if their culture is being acknowledged and catered to. Vystar aims to offer services that
cater to Hispanics so that they can achieve financial security and success.

Tactic 1: In an effort to increase the number of Hispanics enrolled in Vystar financial services we will
offer $25 cash as an enrollment bonus at Vystar locations in the 32227, 32215, 32246, 32212 zip
codes. We believe this cash bonus will incentivize the target audience to open an account with
Vystar. By making it area code specific we hope to maximize the amount of Hispanic that
participate.

Tactic 2: In attempts to attract more Hispanic customers, Vystar will offer free financial advising
appointments after enrollment in the bonus program. This will allow Vystar to directly educate the
Hispanics interested in banking with them on why Vystar is the perfect fit. Arrowhead
Communications believes that this counseling will increase the trust that Hispanics have in Vystar as
well as encourage more of the target audience to utilize Vystars services.

Tactic 3: In order to encourage the target audience to take advantage of the bonus enrollment and
financial advising appointments, Arrowhead Communications will send a courtesy email as well as a
personal invitation to schedule an appointment. The invitation will be individually addressed to


every receiving individual and will be written in Spanish. It will prompt the recipient to call Vystar
and set up an appointment with a Spanish speaking employee.

Creative Elements:
Arrowhead Communications will create the hashtag #VivaLaVystar to engage our target audience.
Event attendees and radio listeners can utilize this hashtag on social media to reach the Hispanic
population in North Florida. The hashtag will also be used at the Hispanic Art Walk and Festival. If
the participant utilizes the photo booth and posts a photo with the hashtag they will receive a free
Vystar t-shirt. Arrowhead Communications chose this hashtag because it is catchy and to the point.
It is a creative spinoff to the phrase Viva La Vida meaning live life. Viva La Vystar translates
into Live Vystar. We believe this hashtag will catch the target audiences attention and show them
that we want to engage in their culture.

Evaluation:
Objective 1: To increase the target audiences education on banking and personal finance by 30
percent by the end of November 2017.

Tactic 1: We will evaluate the success of the Facebook page by monitoring the amount of likes the
page receives. Additionally, we will monitor user engagement with the Facebook page throughout
the duration of the campaign.
Tactic 2: We will use #VivaLaVystar to track the posts on all platforms of social media utilizing the
hashtag. Additionally, we will compare the number of likes on the page before and after the Art
Walk event. This will allow Vystar to analyze whether their social media approach is efficiently
engaging our target audience.
Tactic 3: We will analyze the success of the informational videos by monitoring the number of views,
likes and comments after they are posted on the Facebook page.



Objective 2: To increase the target audiences trust in Vystar Credit Union by 15 percent by the
end of December 2017.

Tactic 1: In an effort to evaluate the experience with a bilingual website, Arrowhead
Communications will create a focus group of Hispanic clients. Participants of the focus group will be
shown the website in English and in Spanish and will be asked questions about their experiences
with both.

Tactic 2: To analyze the effectiveness of bilingual employees, Vystar will send out surveys at the end
of a Hispanic customers interaction with a bilingual employee. This survey will ask questions about
client preference in regards to face-to-face interactions.

Tactic 3: To track the amount of success of the collaboration with the La Raza radio station,
Arrowhead Communications will track the number of listeners. In addition, we will post a survey to
the created Facebook page inquiring how users heard about us.

Objective 3: To increase the number of Hispanics enrolled in Vystar Credit Union banking services
by 20 percent by the end of December 2017.

Tactic 1: Arrowhead communications will evaluate the success of the enrollment bonus by counting
how many bonuses were given out and if they were given to members of the target audience.

Tactic 2: Arrowhead Communications will evaluate the effectiveness of the proposed financial
advising appointments through surveys. After a financial advising appointment, Arrowhead
Communications will issue a survey asking the usefulness of the appointment, if there is anything
they would like added and if they would schedule more in the future.



Tactic 3: Arrowhead Communications will evaluate the effectiveness of the personal invitations by
issuing a survey after every appointment is scheduled. The survey will inquire how they heard about
the program and will be sent to their email.

Calendar:
Week of September 4:
Book Art Walk booth
Schedule La Raza radio special
Schedule La Raza advertisements
Campaign begins
Video production begins
Website production

Week of September 11:
T-shirt production
Pamphlet production

Week of September 18:
Purchase photo booth supplies
Order t-shirts
Order pamphlets

Week of October 2:
Create facebook page
Create hashtag

Week of October 9:
Social media posts advertising Art Walk


T-shirt pickup
Pamphlet printing
Media release
Promote hashtag
Promote social media

Week of October 16:
Begin advertising with La Raza (October 16-25)
La Raza Guest speaker (October 17)
Launch Facebook
Launch website
Videos go live
Promote hashtag
Promote social media
Advertise Art Walk on social media

Week of October 23:
La Raza guest speaker (October 24)
La Raza advertising continues
Art Walk (October 25)
Promote hashtag
Promote social media
Advertise Art Walk on social media

Week of October 30:
Evaluate success of art walk
Evaluate success of Spanish language option
Enrollment bonus begins (November 1)


In-house surveys begin (November 1)
Facebook survey launches (November 1)
Promote hashtag
Promote social media

Week of November 6:
Enrollment bonus
In-house surveys
Promote hashtag
Promote social media
2 Promotional Ads on La Raza

Week of November 13:
Enrollment bonus
In-house surveys
Promote hashtag
Promote social media
2 Promotional Ads on La Raza

Week of November 20:
Enrollment bonus
In-house surveys
Promote hashtag
Promote social media
2 Promotional Ads on La Raza





Week of November 27:
Enrollment bonus ends (November 30)
Final in-house surveys
Facebook survey closes
Promote social media
Promote hashtag
2 Promotional Ads on La Raza

Week of December 4:
Evaluation
Campaign ends


Budget:

Conclusion:
Our team of experienced public relations specialists have created a comprehensive campaign that
will effectively target the Hispanic community of Northeast Florida. By utilizing research conducted
regarding our target audience, we are confident in our ability to establish Vystar as a trustworthy
and recognizable brand amongst the Hispanic community. By specifically catering our campaign to
reflect the habits of the target audience, we are confident that the Hispanic community will feel
comfortable and incorporated in the Vystar community. As a result of this, they will be more apt to
seek out personal banking services and financial success with the client. Finally, our campaign is
effective while being low cost generating a high return on investment. We are confident that our
proposed tactics and events will create a successful campaign.




















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