The Green Card from Mastercard

Kellogg Digital Marketing Certi cation Capstone

Paul Kostandin
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Target Persona
Persona Name: Jessie
Goals Challenges Objections
• Jobs to be Done: Earn a living, pay • Why they don’t sign up: Credit cards are
• Pain points: Lack of savings, poor
bills, build meaningful relationships. worrisome especially at lower income levels
credit, uncertain financial standing • Why they don’t like us: Larger companies are
• Success definition: Building financial • Worries: Interest rates, rarely cognizant of the greater good.
stability, while maintaining work life
emergencies, lack of individual • Why they don’t need us: Happy with current
Profile balance.
return on spending. credit solution.
• Age: 18-24 • Personal goals: Spend more time • Why they have inertia: Banking Changes happen
outdoors, find peace and meaning • Time Wasters: mail advertising,
• Male, Female, They/Them slowly, choosing a new credit card can be a
daily. phone calls daunting process.
• Education: Bachelors Degree or
Similar Experience in field.
• Geography: Urban/Ex Urban Personality Information Sources
• Demeanor: Pleasant, confident, caring. • Media consumption: Streaming television and movies, pod casts,
• Personality traits:Curious, knowledgeable, honest, twitch streams, radio, books, print.
moral. • Social networks: Instagram, Twitter, Pinterest, Tik Tok, Facebook
• Values: Hand Made, Artisan, Recycling, Honesty, • Influencers: Artists, journalists, actors,
Inclusion, Diversity. • Associations/Organizations: DNC, Democratic Party, MorningBrew

Messaging and Content Engagement Model

• Broad reach media channels: TV/Streaming Advertising, Radio/Podcast
• Messaging themes: Spend intelligently while doing the most good. Buy locally,
advertising, Print Media.
help globally. Put your money where your mouth is.
• Addressable media channels:Email Marketing, social media marketing
• Content ideas:
especially Instagram, Pinterest, Twitter and Tik Tok
• Content form factors: Video Ads, Streaming Ads, Social Media Ads, Social
• Personal selling channels: Face to face sales model, event sponsorship.
Media Influencers, Search Ads, Blogs, Display Ads.
• Pricing model: Not known.

Customer Insights
 Leveraging Existing Social Media
Social Media Listening Opportunities
- Facebook Groups
- Test Response to Current Green Centric Posts

- Sustainable Living
- Build Content re ecting current and future
initiatives.

- The Green Market Oracle

- Reddit

- R/sustainable nance
Ethnography and Survey Metrics
- R/theenviroment
- Through ethnographic interviews a few trends have
- R/poverty nance
appeared

- R/personal nance
- Users with de ned banking habits are reticent to give
up cash rewards or miles with value

- Finding users earlier in their banking journey will

increase adoption

- Continuing to use ethonographics and surveys to

understand attitudes about emerging banking products
will be key to positioning this product.

Key Customer Insights

- Customers already entrenched in current cash back and reward options are
less interested in green options in place of cash rewards or miles
- Appealing to younger users who haven’t been in uenced by current o erings
is an unmistakeable opportunity
- Consumers feel that green initiatives should be shared between consumers and
companies. 1 sided opportunities aren’t attractive.
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Value Proposition and Positioning

Customer Journey Mapping

 The Green Card
by MasterCard
Customer Journey Map

Content Strategy
Social Media Stategy
Customer Acquisition
Success Metrics and Monitoring