Client Programs

Citibank

Challenge: 87% of college students feel prepared for the responsibility of owning and using a credit card. 36% who own credit cards use their cards weekly or more often. Based on statistics like these, Citibank is committed to ensuring that college students learn and have easy access to the tools necessary to maintain personal financial responsibility. With the access that EdVenture Partners has to the college market, the Citibank Credit Education Program was the ideal way for Citibank to get their important message across.

Students were charged with 1) increasing awareness among college students of the importance of personal fiscal responsibility and the credit education resources provided by Citibank; 2) building Citibank’s reputation as a responsible lender; 3) generating positive media coverage of Citibank’s role in education through campus-based newspapers, radio and television; and 4) reaching a specified number of impressions based on students’ chosen campaign tactic.

Benefits to Clients: The EdVenture Partners Citibank Credit Education Program was able to generate a positive buzz on the Colorado State University campus about Citibank’s role in teaching credit education.

In order to reach the objectives set out by Citibank, the marketing class executed two on-campus events centered on promoting fiscal responsibility in a fun and interesting way. 78.3% of students who attended the on-campus events said they learned something new about credit.

An important part of any integrated marketing communications plan is public relations. The students developed three press releases and sent them out to all on-campus mediums. They had information published in four types of on- campus mediums resulting in 415,385 public relations impressions.

Benefits to Faculty: Faculty was able to furnish students with a unique hands-on experience that encompassed all the text book learning that the students had done to date. The marketing and financial responsibility skills the professor was able to provide to her class will be utilized throughout the students' entire lives.

Benefits to Students: The benefits to the students that participated in this program are two-fold: Not only were they engaged in a skill-building real-world marketing program, they also became veritable experts in the field of credit management and fiscal responsibility.