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Evie Goldwasser

Jimmy Browning

Karly Rothwell

Jack Fidanza

Grace Klebe

Introducing…

KeyBank Explore

MEET YOUR CONSULTANTS…

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How can KeyBank attract and retain recent college graduates into their banking ecosystem?

How can we inspire recent college graduates to use KeyBank?

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Figure 1: Recent College Graduates Move to Cities

Source: Wall Street Journal, 2018

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Twitter

Instagram

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Figure 2: Effectiveness of Social Media Stories

Source: smartinsights.com, 2019

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What happens next?

Customers who click on the advertisement will be redirected to KeyBank’s website

They will then be prompted to open a personal account with KeyBank

If the customer is between the ages of 22-25, they will be prompted to open the KeyBank Explore credit card

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Figure 3: What Constitutes as a Good Credit Score?

Source: credible.com, 2020

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KeyBank has

223

people under the age of 25 that bank with them.

Of those 223

73

have a credit card.

15

Of those 73

have a credit card through KeyBank.

Figure 4: Credit Card Data Age 25 and Under

Source: KeyBank Financial Wellness Data Base, 2020

We believe that by introducing the KeyBank Explore card you will be able to retain the recent college graduate demographic that you want. We used information from the KeyBank Financial Wellness database to find information on how many people within the age bracket of 25 and under who have a credit card with KeyBank.

SELECT COUNT(*), agebracket

FROM kbfw.about_you

WHERE agebracket = '25 and under'

GROUP BY agebracket

�SELECT COUNT(*), age bracket

FROM kbfw.about_you�WHERE cc = ‘TRUE’

GROUP BY agebracket

ORDER BY agebracket

�SELECT COUNT(*), agebracket�FROM kbfw.about_you�JOIN kbfw.spending_accounts ON about_you.conversation_key = spending_accounts.conversation_key�WHERE creditcard_keybankaccount1 = 'TRUE' OR creditcard_keybankaccount2 = 'TRUE' OR creditcard_keybankaccount3 = 'TRUE' AND (UPPER(creditcard_fi1)) LIKE '%KEY%' OR (UPPER(creditcard_fi2)) LIKE '%KEY%' OR (UPPER(creditcard_fi3)) LIKE '%KEY%'

GROUP BY agebracket�ORDER BY agebracket

�

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The KeyBank Explore card

Introducing you to a new city while saving you money.

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Eat.

Shop.

Play.

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Eat.

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Shop.

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Play.

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What do we want to achieve?

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Thank you!

Any questions?

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Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77.

�Center, FYIC Resource. “Key Bank Challenge.” Key Bank Challenge , 2020, https://blogs.miamioh.edu/fyic/key-bank-client-challenge/.

Ellis, J. (2020, November 01). Top Checking Accounts for College Grads. Retrieved November 16, 2020, from https://www.magnifymoney.com/blog/college-students-and-recent-grads/top-checking-accounts-for-college-grads951351432/

Get to Know Key: KeyBank. (2018, May 01). Retrieved November 16, 2020, from https://www.key.com/about/company-information/key-company-overview.jsp

Hanlon, A., Allen, R., & Wright, G. (2020, May 21). Over half of marketers find social media Stories effective. Retrieved November 17, 2020, from https://www.smartinsights.com/social-media-marketing/over-half-marketers-find-social-media-stories-effective/

Keybank. (2020). KeyCorp NYSE: KEY Corporate Profile. Retrieved from https://blogs.miamioh.edu/fyic/files/2020/10/Key-Miami-FYIC.pdf

Lambarena, M. (2020, October 27). How to Choose a Bank After College. Retrieved November 16, 2020, from https://www.nerdwallet.com/article/banking/how-to-choose-a-bank-after-college

Social Media Advertising More Effective than Billboards: Kingston Webworks. (2018, April 24). Retrieved November 16, 2020, from https://www.kingstonwebworks.com/social-media-advertising/

“Social Media Marketing Tops Email in Perceived Effectiveness.” Marketing Charts, 11 Dec. 2017, www.marketingcharts.com/digital/social-media-81567.

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References