Client:

Vantage Score

Vantage Score Social Media Campaign
Proposed By: Trice Edney Communications LLC.

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About: Trice Edney Communications is a black-owned news wire with official U.
S. Capital Press Credentials. We cover lots of politics, social justice and civil rights
issues as they pertain to race; so the proficiency of our coverage in this regard
causes us to stand out. We are in the process expanding our company in a way that
will allow us to increase our millennial following. We are achieving this goal
through maximizing our partnerships with the Howard University community.
40% of millennials are still in school and based upon the context and benefits of
your product, this demographic will gain the highest value from your online quiz.

Partnerships: Howard University has approximately 10,000 students and consists

of a plethora of student led organizations whose main goal is to produce product,
and content for their millennial following. We believe the best way to launch your
social media campaign is through our partnership with Howard University The
Hilltop Newspaper. The Hilltop is Howards number one campus publication with
a readership of 9,000, 12,000 daily online hits, and a 10K social media following
on verified accounts such as Twitter.
Strategies:
Phase 1- Not only will we provide your company access to The Hilltop and all its
glory, we will launch your campaign using the Howard University 150th
Anniversary Celebration through a Snap Chat Geofilter on March 2nd, Charter Day.
Benefit: Through this Snapchat geofilter we will target the 41% of millennials who
use this social media site on any given day. In addition to targeting the 10K
students on campus who actively uses Snap Chat, there will be a numerous amount
of faculty, alumni, and parents on campus using the filter. This will lead the users
back to the Vantage Score sites and introduce them to the company and the quiz.

Phase 2- Leveraging the excitement and exposure from the 150th Charter Day
celebration, using Twitter, we will move on to exposing students to Vantage Score
through the Howard University commencement period. The Hilltop newspaper is
the top social media influencer for Howard students. Using Twitter, we will partner
with The Hilltop to start a conversation with the Twittersphere on issues and
topics relating to millennials and their credit score literacy. Graduating college is a
time where most students begin to panic not only about post grad jobs but financial
issues. Vantage Score can take advantage of this conversation by simply replying
to students with the quiz link attached. (the hash tags are TBA)
Benefit:

Additional Strategies:
31.8 million users aged 18 to 24 in the United States accessed YouTube at
least once in the past month, accounting for 98% of Internet users in that age
demographic. Trice Edney Communications has interns with background in
film and production and using their knowledge, we suggest YouTube as
another way to bridge the gap. Vantage Score has already taken advantage of
YouTube through their videos such as Student Loans and How They Affect
Credit Scores. However in order to reach millennials, the videos should be
more relatable. Majority of the existing Vantage Score YouTube videos
include people outside of the millennial generation. Millennials like easy
access to things that only relates to them. They are not interested in watching
 a video that doesnt represent their current demographic and issues. As a
solution, using millennials in the videos will allow us to bridge that gap.
88% of millennials get their news from Facebook. Using Facebook Live we
can promote the importance of credit score literacy and the advantages of
taking the online quiz. If students are Live videotaping their experience with
Vantage Score, we will be able to conclude that the quiz was effective.
After using the strategies on the Howard University community, reaching
out to other campus publications will allow the company to continue to
increase its millennial following.

Goals:
Increase the amount of millennials taking the quiz
Ensure that millennials have easy access to the quiz
Ensure millennials are actually gaining knowledge from the quiz
Increase the companys millennial social media following