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The goal of this campaign is to provide financial education to Hispanics in Jacksonville,

Florida and ultimately attract them to become members of Vystar Credit Union by explaining
how their financial planning, banking and insurance needs will be met. The foundation of any
successful relationship is trust, and research has shown that Hispanics have a positive response to
sincere efforts to establish trust. Our comprehensive campaign will build upon this notion by
introducing Hispanics to Vystar on a more personal level. Our slogan, Vystar viva contigo
translates to Vystar lives with you and explains that Vystar is not just a credit union - Vystar is
an ally. Vystar is a part of your everyday life.

Since Hispanics value face-to-face interactions, we will reach the Hispanic community
organically by scheduling a Vystar representative to speak at the Hispanic Institute for Life and
Leadership (H.I.L.L) of Northeast Florida Development Series, providing learning materials in
both English and Spanish to be used in Florida State College at Jacksonvilles English as a
Second Language Classes and Citizen Classes, and sponsoring Hispanic events including the
Hispanic Art Walk & The HOLA Festival.

To generate interest in our sponsored events, we will commission a prominent Hispanic

artist to create a gigantic piata shaped like a piggy bank which will represent our Smash Debt
campaign since the way to smash debt is by creating a plan to save. The piata will be unveiled
at the Hispanic Art Walk and will be destroyed at the Hola Festival.

Research has shown that 77 percent of Hispanics are active social media users, so we will
utilize social media to engage the Hispanic community by posting educational material that is
entertaining and culturally relevant, and we will encourage responses by offering prizes for
contests. Monica Garcia of First Coast News will also participate in our campaign and will be
creating content about Vystars Hispanic outreach on her personal social media sites. Our social
media posts will describe the many ways Vystar is ready to accommodate Hispanics including
accepting alternative forms of identification such as Consular Matriculation Cards and tax
identification numbers, assisting members in obtaining these forms of identification, and offering
low rates for sending remittance to allow Hispanics to safely send money to relatives in other

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countries. Social media posts will also provide constant updates on the assembling of the piata
with videos of the artist at work.

A substantial part of the campaign budget will be used for print media such as brochures
and flyers as well as promotional materials for contest winners and attendees of our events. News
stories highlighting the creation of our piata and all it represents will be pitched to local
newspapers and publications catering to our target audience such as the Spanish publication
Hola Noticias, which has a circulation of 10,000 and association with three radio stations, to
generate interest in our campaign and increase awareness of Vystar Credit Unions invitation of
friendship that it is extending to the Hispanic community of Jacksonville, Florida.

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 Revival Public Relations Firm is dedicated to advancing our clients business brand
through blending traditional media and new technologies. We strategically develop custom
multimedia plans individualized for each client to best achieve their goals. We strive to ensure
honest and accurate communication between our practitioners and audiences by following a strict
code of ethics.

Makayla Halbrook, CEO & Founder: Makayla Halbrook earned her Bachelor of Science
degree in communication with a concentration in public relations at the University of North
Florida. She went on to obtain her masters degree in Mass Communications from the University
of Florida. She prides herself on her involvement with PRSA and believes that practicing good
ethics will always get you where you want to go. Makayla worked as the digital marketing
manager for the charity Random Acts for five years before deciding to achieve her dream and
found Revival in 2011. She works as the CEO and Founder and is invested in developing
Revivals image.

Heather Perez-Hollis, President: Heather Perez-Hollis graduated from the University of

North Florida in 2010 with a Bachelor of Science degree in communication with a concentration
in public relations. She went on to the University of Florida and graduated with a masters
degree in communication in 2013. Heather is highly involved in the community and prides
herself in being an active member of the PRSA. She has been featured on numerous NPR
podcasts and continues to be a returning speaker. Heathers focus is on the people. She
specializes in how to make companies and everyday people find common ground. She believes if
we all work together, the better off we will be. She has held the Presidents position at Revival
PR since 2013.

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Lauren Commander, Account Supervisor: Lauren Commander is a strategic
communicator who specializes in multimedia communication. She graduated from the University
of North Florida in 2009 with a Bachelor of Science in communication, concentrating in public
relations. After graduation Lauren went on to work as an account supervisor with Edelman
communications marketing firm in Orlando, Fla. Lauren left Edelman in 2014 to join her college
mentor in Jacksonville at Revival Public Relations Firm. Laurens passion for the Jacksonville
community guides her practices as she strives for honest communication.

Taylor Pollock, Public Relations Event Coordinator: Taylor Pollock has been a key public
relations specialist and event planner for Revival Public Relations Firm for five years. Taylor
joined Revival immediately following her graduation from the University of North Florida in
2011, where she received her Bachelor of Science degree in public relations. Taylors eye for
detail and planning makes her a strong asset for planning events for our clients. With her strong
communication and management skills, Taylor works well with her team, always with the PRSA
Code of Ethics driving her work to produce honest and mutually beneficial relationships with her
clients.

Heather Andreu, Market Research: Prior to joining Revival in 2013, Heather Andreu had a
successful career working as a private investigator and a consultant for several law firms in
Florida. Staring at the world through a camera lens and seeing the worst of what humanity had to
offer gave her insight into human nature but also a peptic ulcer, so she decided to put her
investigative skills to work in the field of public relations and obtained a Bachelor of Science
degree from the University of North Florida. As a market researcher for Revival, Heather enjoys
conducting research and tirelessly works to stay on top of the latest marketing trends in the fast-
paced world of communications. Her analytical nature enables her to accurately predict what
communication strategies and tactics will best serve the needs of her clients. In her spare time,
Heather runs a small, non-profit rescue dedicated to improving the lives of feral and stray cats in
the community and volunteers for a program helping at-risk youth overcome obstacles through
projects specifically designed to build confidence and teach important life skills.

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 According to Vystar Credit Unions website, Vystar was originally founded in 1952 as
Jax Navy Federal Credit Union, serving civil service, military employees and their families in
Jacksonville, Fla. Since then, Vystar has become the 19th largest credit union in the nation, with
assets over $5.6 billion and serving over 500,000 members nationwide. Vystar is also the 19th
largest employer in North Florida, with over 1,250 employees.

According to Vystar Credit Unions website, its vision is to be the primary financial
institution for its members and to bring credit union services to more people. Vystar Credit
Unions vision and mission are put into action with their seven corporate values in mind:
integrity, trust, respect, caring, courage, dedication, and loyalty.

According to the organizations website, Vystar is dedicated to supporting 21 counties in

North Florida for over 60 years. Vystar prides itself in having loyal clients and customers among
the growing competition from other banks and credit unions. According to Vystars website,
what sets Vystar apart from other credit unions and banks is its financial cooperatives, serving
and paying back its members, reduced rates and requirements, easy approval, and insured
membership.

STRENGTHS
o 19th largest credit union in the United States, and the 2nd largest credit union in
Florida with more than 500,000 members and assets approaching $3 billion.
o 19th largest employer in North Florida employing over 1,250.
o A+ rating with the Better Business Bureau.
o History of community involvement including work with the United Way, March
of Dimes and work with students which led to Vystar receiving the Innovation in
Education Award in 2015.
o Currently working with the First Coast Hispanic Chamber of Commerce to extend
scholarship opportunities to Hispanic students.

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 o Vystar managed to grow during an economic downturn.

WEAKNESSES
o Vystars website was crippled after an update and was down for two full days and
included phone disruptions, and the incident was reported by local news outlets.
o Consumer protection attorneys are reportedly investigating Vystars overdraft fee
practices.
o There is a lack of communication to potential customers about Vystar and all it
has to offer.
o Information on the Vystar website is not available in Spanish.
o Positive work with the First Coast Hispanic Chamber of Commerce, including
scholarship opportunities for Hispanic students, unfortunately received very little
media attention.

OPPORTUNITIES
o Hispanic descent makes up 23 percent of Floridas population, and by 2040,
Hispanics are projected to constitute roughly 24 percent of the population.
o Jacksonville is the No. 1 metro area where Hispanics are doing well financially
according to Forbes.
o Jacksonvilles Hispanic population has grown 148 percent since 2000.
o Banks have experienced negative publicity due to duplicitous practices including
the recent Wells Fargo story that is being widely circulated and discussed, and
Vystar can use this opportunity to present an alternative to the corrupt practices of
the large banks.
o Once Hispanics find a business they like, they are typically very loyal and often
recommend the establishment to their friends and relatives.

THREATS
o International banks have operations streamlined to allow ease of use to travelers
which is important since many Hispanics still have strong ties to the countries
from which they immigrated.

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 o According to Credit Union Magazine, many Hispanics are confused about Credit
Unions and do not understand how becoming a member of a credit union can be
beneficial.
o Vystar does not currently have widely distributed advertising tailored to attract
and educate Hispanic customers.
o Vystar has limited resources for Spanish-speaking members.
o According to Credit Union Magazine, Hispanics have distrust in financial
institutions possibly due to nefarious business practices of financial institutions in
their home countries.

Revival is committed to exposing, educating, and elevating the Hispanic population on

what Vystar Credit Union has to offer. With strategic efforts, Revival plans to bridge the gap
between Hispanics and Vystar Credit Union. We will communicate with traditional and social
media, events, partnerships with Hispanic groups, and communication tactics that will reach the
Hispanic audience. Exposing the benefits of joining Vystar Credit Union who relates and caters
to the Hispanic population will undoubtedly educate the Hispanic community of the importance
of having a bank account, saving money, how to build credit and the convenience of having a
debit or credit card. Vystar Credit Union is facing a lack of awareness with Hispanics in
Northeast Florida. Many Hispanics are not aware of the benefits of joining Vystar Credit Union
and Revival is here to grow awareness of these benefits.

According to bankrate.com starting a checking account early for teens is a key way to
avoid financial failures later. "It helps them better learn concepts related to money and can give
them valuable practice in a safe environment," says Natasha Campbell, founder and CEO of
Lifestyle Success Unlimited, a financial education company in Kissimmee, Florida.

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 Vystar offers teen accounts called VyTeen accounts that allow 13-year-olds to 17-year-
olds to start a savings account with their name on it. Also if their parents create joint account
they can get a VyTeen checking account with access to a debit card, access to Internet Banking
and a special CD that will allow you to save in increments as small as $25 with a maximum
deposit amount of $2,000.

According to the United States Census Bureau, as of July 1, 2014 the Hispanic population
in the United States is 55 million people. Hispanics make up 17 percent of the nation's
population. The Census states that this is the largest ethnic or racial minority in the U.S.
Demographics Now estimates that the Hispanic population in Jacksonville, Florida is 79,208, or
8.9 percent.
The U.S. Census Bureau reports that of the 55 million who live in the United States 38.4
million people who are are 5 years old or older speak Spanish in the home. 58 percent of these
Spanish speakers report speaking English very well. This means that 42 percent either do not
speak English at all or speak broken English.

The United States Census Bureau also states that 14 percent of the Hispanic population
who are 25 and older had at least a bachelors degree in 2013. Of the students who were enrolled
in college in 2013, 16.5 percent of them were Hispanic. The Census Bureau also states that of the
population of Hispanics and Latinos 16 and older, 67 percent were working in 2013.

According to the latest Federal Deposit Insurance Corp. report survey and Orlando
Business Journal, 48.7 percent of Hispanic households were unbanked or under-banked.
This means those families have never had an interaction with a financial institution or they have
poor access to mainstream financial services normally offered by retail banks.

However, according to Jacksonville Business Journal, as of February 2, 2015 the

Hispanic population is doing the best economically. Out of 54.9 percent of entrepreneurships,
Hispanics make up 17.1 percent of entrepreneurs. Jacksonville Business Journal also stated that
the Hispanic population experienced a 44 percent drop in wealth during the recession.

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 Hispanic Unity, a non-profit dedicated to assisting Hispanics with acclimating to life in
this country, estimates that 1 in 4 Floridians are now Hispanic. The Hispanic population of
Florida has experienced steady growth, and during this growth, the purchasing power of
Hispanics has simultaneously increased. In 2012, the purchasing power of Hispanics was a
staggering $212.8 billion which accounts for 29 percent of purchasing power in this state. This
presents an exciting opportunity for the expansion of Vystar.

Hispanics in Florida are a diverse group comprised mostly of Cubans, Mexicans,

Nicaraguans, Colombians, and Venezuelans. Financial institutions hoping to appeal to Hispanics
often fall short due to common and inaccurate misconceptions.

More than 52 million Hispanics call the United States home, and the vast majority are
native-born Americans and nearly 3 out of 4 are U.S. citizens. As of 2014, it was estimated that
approximately 9 million Hispanics were undocumented immigrants.

This is relevant because citizenship is very important to undocumented immigrants, and

establishing a financial portfolio can assist them in the daunting task of obtaining citizenship.
Also, Hispanics have been reluctant to bank with credit unions due to the documentation
required to bank there. Credit unions that have recognized this fact have started accepting forms
of identification such as Consular Matriculation Cards and individual tax identification numbers
in order to appeal to undocumented Hispanics with some credit unions even offering assistance
in obtaining those forms of identification. This is perfectly legal, and credit unions offering these
services have experienced tremendous growth as a result. Vystar accepts individual tax
identification numbers as identification for opening certain accounts, and if Vystar expanded its
requirements to include a Consular Matriculation Card, undocumented Hispanics could take
advantage of the opportunity to establish themselves financially, thus enabling them to pursue
citizenship while actively taking part in our financial institutions. This, combined with Vystars
Primary Savings Account which only requires a $5 membership fee and $5 minimum deposit,
would make Vystar a viable and attractive option for Hispanics seeking to establish themselves
in the United States financially.

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 An article in the Credit Union Times examining marketing strategies currently being
implemented to attract Hispanics highlighted an important and often overlooked detail -
Hispanics place a strong emphasis on family and community ties and value building personal
relationships. Trust is important to Hispanics, so it is necessary to create a welcoming and
friendly environment. This wonderful trait means that once a friendly rapport with a financial
institution is established, a Hispanic client is likely to encourage friends and family to visit.
Hispanics are loyal customers who do business where friends and family advise them that they
have been treated fairly and had positive transactions. Also, young Hispanics are far more likely
to use a financial institution that their parents recommend.

A common misconception about Hispanics is that they only want to cash checks and
perform remittance transfers (sending money to relatives in other countries) and are unlikely to
build a long-term relationship with a financial institution. However, research has shown the
opposite to be true. According to an analysis of the median annualized product and service
growth rates of Hispanic and non-Hispanic members for a group of credit union clients revealed:

Checking penetration: The median Hispanic growth rate (5.5 percent) was more than
three times the median growth rate (1.7 percent) for non-Hispanics.
Loan penetration: The median growth rate for Hispanics was 4%, higher than the median
growth rate for non-Hispanics of 3.4 percent.
Services per member: The median growth rate was 1.5 percent for the Hispanic segment.
This is almost twice the median growth rate (0.8 percent) of the non-Hispanic segment.

Nearly half of Hispanics in the United States are without adequate financial services. It is
necessary to understand that with the Hispanic community, trust must be earned, and this is
likely a result of questionable practices of financial institutions in their home countries.
According to Credit Union Magazine, Hispanics value personal relationships over speed and
efficiency, so making the effort to establish relationships with Hispanics in the community
including Hispanic organizations and media and taking the time to assist Hispanics in navigating
the often confusing realm of finance and banking is essential.

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 Knowing what Hispanics want is just the beginning. In order to attract more Hispanics to
Vystar, we must know where to find them and how to communicate our message effectively.

Hispanics residents in Jacksonville, Florida are not limited to one area, but according to
Zipatlas, the highest percentage of Hispanic residents in one location can be found in the ZIP
codes 32212 and 32227 which are both situated in close proximity to the Naval Air Station of
Jacksonville.

Alcance Media Group conducted a study analyzing U.S. Hispanic media and consumer
trends and behaviors which found that 77 percent of the Hispanic population in the U.S. own
mobile phones and spend 17 hours per week online with 21 percent more than the general
population visiting websites on mobile devices while multitasking. Hispanics also watch 62
percent more digital video than non-Hispanics. Social media engagement is also important to
Hispanics, and 77 percent are active social media users.

The influence of social media among Hispanics is an important factor to consider. U.S.
Hispanics are 30 percent more likely to purchase a product advertised on a social media site, and
more Hispanics than the general population go online to research the best purchases and
download coupons. 70 percent of U.S. Hispanics have downloaded coupons from social media
sites, and 61 percent have shared these coupons. This means that Hispanics are not only more
likely than general consumers to download coupons; they are also 20 percent more likely than
other consumer groups to share the coupons via social media.

When Hispanics go online, they are attracted to content that is entertaining and culturally
relevant. Hispanics have a strong sense of heritage and look for content to coincide with this
instinctive preservation of cultural identity.

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 We will conduct an online survey using SurveyMonkey:
https://www.surveymonkey.com/r/K92PJ97

As of Oct. 22 eight people have taken the survey and 75 percent considered themselves
Hispanic. Of that, 37 percent of that speak Spanish most often in the home. Only 50 percent of
the respondents have heard of Vystar and 66.67 percent have been exposed to Vystar through
billboard ads. Only one of the eight respondents have an account with Vystar.

The goal of this campaign is for Vystar Credit Union to build a stronger relationship with
the Hispanic community in Jacksonville, Florida and educate them on the benefits and options of
banking with Vystar.

Objective 1: To increase financial education of the Hispanic community in Jacksonville,

Florida by 15 percent with information and resources to help them achieve financial
security with Vystar Credit Union by Dec. 15, 2017.
o Strategy 1: According to the latest Federal Deposit Insurance Corp. report
survey and Orlando Business Journal, 48.7 percent of Hispanic households were
unbanked or under-banked.
Tactics:
Tactic 1: Increase our social media presence in the Hispanic
community by using Facebook, Twitter, and Instagram. Create
daily posts with culturally relevant material and encourage
Hispanics to share their experiences with Vystar. Implement our
hashtag #VYSTARvivacontigo in our daily posts.
Tactic 2: Schedule one month to speak at the Hispanic Institute for
Life and Leadership (H.I.L.L) of Northeast Florida Development

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 Series. Have a Hispanic employee from Vystar speak at event.
Serve custom cookies with Vystar logo.
Tactic 3: Florida State College at Jacksonville offers English as a
Second Language Classes and Citizen Classes, and Vystar will
provide materials in both English and Spanish to be used as
learning tools in class to teach English and financial awareness.

Objective 2: To promote a positive brand image of Vystar Credit Union among the
Hispanic community by Dec. 15, 2017.
o Strategy 2: According to the groups primary research only 50 percent of the
respondents had ever heard of Vystar.
Tactics:
Tactic 1: Get Monica Garcia from First Coast News to get
involved with the campaign and post on social media including her
personal Twitter or Facebook accounts. See if we can get any air
time. Ask Garcia to encourage Hispanics to visit Vystar for free
financial planning consultations. Garcia is a close personal friend
of Revivals president.
Tactic 2: Create Facebook and social media accounts for the
Vystar Viva Contigo campaign.
Tactic 3: Make Vystar a more attractive option for Hispanics by
accepting alternative forms of identification including Consular
Matriculation Cards and tax identification numbers and offer
assistance in obtaining these forms of identification.
Tactic 4: Offer low rates for sending remittance to allow Hispanics
to safely send money to relatives in other countries.

Objective 3: To increase the amount of Hispanic teenagers and young adults starting
their banking experience with Vystar Credit Union by 10 percent before Dec. 15, 2017.
o Strategy 3: According to bankrate.com starting a checking account early for teens
is a key way to avoid financial failures later. "It helps them better learn concepts

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 related to money and can give them valuable practice in a safe environment," says
Natasha Campbell, founder and CEO of Lifestyle Success Unlimited, a financial
education company in Kissimmee, Florida.
Tactics:
Tactic 1: Go to various high schools in the Jacksonville area and
educate students on the importance of starting a bank account with
Vystar. We will target ten high schools in the 32227 and 32212
ZIP codes where the majority of Hispanic populations live. We
will set up booths, hand out informative flyers in both Spanish and
English, and offer incentives for those who sign up with Vystar
within a certain amount of time.
Tactic 2: Social media engagement and interactions that will
increase the amount of followers by using raffles and giveaways.
Tactic 3: Create online incentives for referring friends to start
banking with Vystar. Every time a referral is made, the person will
be entered into various drawings for prizes. The prizes can range
gift cards to a Macbook computer.

Objective 4: To establish a feeling of trust and community with Hispanics in

Jacksonville, Florida and to dispel any mistrust or misinformation that may exist about
Vystar or credit unions in general and subsequently increase Hispanics utilizing Vystars
services by Dec. 15, 2017.
o Strategy 4 : Engage and inform the Hispanic community through entertaining
activities in order to generate interest in events that will allow the Hispanic
community to gather together and meet representatives of Vystar and receive free
financial counseling and pamphlets explaining what Vystar has to offer. Hispanics
appreciate a more personal approach, and events are a great way to establish a
rapport. Also, according to the Florida Times Union, previous Hispanic Art Walks
have managed to attract close to 10,000 attendees.

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 Tactics:
Tactic 1: Utilize social media to entice Hispanics to share photos
of their families with the #VYSTARvivacontigo hashtag on
Facebook. A monthly winner will be picked for a total of six
months. The winner each month (the photo with the most likes)
will receive $100 into their Vystar account. There will be one
monthly winner for 6 months, and each winner will receive $100
that will directly go in their Vystar account. Total $600.00.
Tactic 2: Become sponsors of the Hispanic Art Walk & The
HOLA Festival which are both at the Jacksonville Landing. Set up
a booth at both events featuring a prize wheel where attendees can
win pens, gift cards, cups, etc. Vystar will have financial
counselors present to introduce themselves and offer free financial
counseling and pamphlets in English and Spanish, thus creating a
friendly rapport with local Hispanics. At the Hispanic Art Walk,
Vystar will reveal a giant piata shaped like a piggy bank as part of
a Smash Debt campaign teaching the valuable lesson that the way
to smash debt is by saving money. The piata will be created by an
important, upcoming Hispanic artist(s) (perhaps Las Hermanas
Iglesias.) We can promote the HOLA Festival by explaining the
piata will be destroyed there.
Tactic 3 : Showcase the Smash Debt piata from the Artwalk to
entertain attendees at the HOLA Festival. It will be as if attendees
will be smashing their debt. The piata will be filled with custom
chocolate coins that have Vystars logo on it.

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 Revival Public Relations Firms design concept goal is to form a connection between Vystar
Credit Union and the Hispanic community in Jacksonville, Florida. We added Hispanic flags
to the background of Vystars original logo to target the campaign to the Hispanic
community in Jacksonville.

Our slogan Vystar viva contigo translates to Vystar lives with you.
It represents the idea that Vystar cares about the everyday life of individuals and families
banking with Vystar. Any banking account, whether it be a debit or credit card, or checkbook is
used everyday. Vystar can work with individuals and families to be a part of everyday habits and
big financial decisions.

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Print & Promotional Items
Pamphlets:
ESOL Info 300@$0.32 ..$96
High School 1,000@$0.3 ....$300
Public 10,000@$0.14 .$1,400
Promotional:
Pens 3,000@$0.27 ........$810
Cups 3,000@$0.45 .....$1,350
Drawstring 3,000@$1.15 .....$3,450
Backpacks

Food
Personalized logo Cookie 48@$1.38 ..$66

Sponsorships
HOLA Festival Sponsor@$6,000 .$6,000
Hispanic Art Walk Title Sponsor@$10,000 ...$10,000

Supplies
Banner&Extras 2@$62.50 ....$125
Table Throw 1 ....$175
Table 1 ..$73
Folding Chairs 2@$20.00 ..$40
Piata bats 30@$5.00 ....$150
Piata Supplies .....$2,000
Piata Chocolate 10,000@$0.18 .....$1,800
Jumbo Prize Wheel 1 ....$395
Raffle Tickets 2 rolls@$9.50 a roll ..$19

Giveaways
MacBook Air 1 .$1,069
Vystar Account Prize 6@$100 ....$600

Piata Artist .....$3,600

Total ...$33,518

Agency Expenses 20 percent of total .$6,704

Grand Total $40,222

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Campaign extends from July 1, 2017 to Dec. 31, 2017.

Week of July 1
Campaign begins July 1
o Post on Vystars existing social media announcing campaign
o Create social media specifically for Vystar Viva Contigo campaign
Week of July 10
Begin #VYSTARvivacontigo July hashtag challenge
Week of July 17
Contact local high schools to set up visits for start of school year
Week of July 24
Meet with artist and client to sketch out design for piata
Week of July 31
Select winner of July hashtag challenge
Begin August hashtag challenge
Week of August 7
Make and distribute learning materials to English as A Second Language Classes and Citizen
Classes at FSCJ for upcoming semester
Week of August 14
Introduce Vyteen Macbook contest to students at local high schools with a flyer during the
first week of school.
Week of August 21
Visit Duncan U. Fletcher High School Friday August 25
Week of August 28
Select winner of August hashtag challenge
Begin September hashtag challenge
Week of September 4
Visit Atlantic Coast High School Friday September 8
Start Monthly Blogs by Monica Garcia
Week of September 11

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 Visit Sandalwood High School Friday September 15
Week of September 18
Visit Mandarin Senior High School Friday September 22
Plan two press releases for Hispanic Art Walk
Week of September 25
Select Winner of September hashtag challenge
Begin October hashtag challenge
Week of October 2
Sponsor Hispanic Art Walk on Saturday October 7
Monthly Blog by Monica Garcia announcing Hispanic Artwalk and HOLA Festival to fans
Week of October 9
Write and pitch two stories about Hispanic Art Walk to local media outlets
Plan two press releases for HOLA Festival
Week of October 16
Continued Blogging by Monica Garcia
Week of October 23
Sponsor HOLA Festival on Saturday October 28
Week of October 30
Select winner of October hashtag challenge
Begin November hashtag challenge
Week of November 6
Promote the Hispanic Institute for Life and Leadership (H.I.L.L.) event on social media

Week of November 13
Speak at the H.I.L.L. of Northeast Florida Development Series Tuesday November 14
Week of November 20
Week of November 27
Select winner of November hashtag challenge
Begin December hashtag challenge
Week of December 4
Draw winner of Vyteen Macbook contest winner and announce at winning high school

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Week of December 11
Write and pitch two stories to local news about involvement at local high schools past
semester
Week of December 18
Final blog post from Monica Garcia
Week of December 25
Select winner of December hashtag challenge
Campaign ends December 31

Objective 1: To increase financial education of the Hispanic community in Jacksonville, Florida

by 15 percent with information and resources to help them achieve financial security with Vystar
Credit Union by Dec. 15, 2017.
Evaluation 1:
Take a headcount of how many people attend the Hispanic Institute for Life and
Leadership (H.I.L.L.) of Northeast Florida Development Series.
Collect feedback from attendees and the Vystar employee who speaks at the H.I.L.L
event.
Count how many learning tools are left over from the Florida State College of
Jacksonville Second Language Classes and Citizen Classes.
Count weekly how many new Hispanic accounts are opened.

Objective 2: To promote a positive brand image of Vystar Credit Union among the Hispanic
community by Dec. 15, 2017.
Evaluation 2:
Create new Facebook, Twitter, and Instagram accounts focused toward unbanked or
under-banked Hispanics.
Use Google Analytics to track Instagram reach, use Facebook Insights to track Facebook
interactions and use Twitter Analytics to track engagement.

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 Count and evaluate how many likes and shares #VYSTARvivacontingo and the social
media pages receive.
Collect information from Monica Garcia from First Coast News about her interactions
with Hispanics.
Count how many Hispanics use the alternative forms of identifications when becoming a
member at Vystar.
Collect data about how many Hispanics are sending money to relatives in other countries
using their Vystar account.

Objective 3: To increase the amount of hispanic teenagers and young adults starting their
banking experience with Vystar Credit Union by 10 percent before Dec. 15, 2017.
Evaluation 3:
Use a sign-in sheet to count how many Hispanic students are targeted at the ten targeted
high schools.
Count how many raffles and giveaways are utilized monthly using Excel and social
media.
Collect information on members that signed up due to a referral.
Count how many gifts are used during the campaign and if those who were gifted created
an account.

Objective 4: To establish a feeling of trust and community with Hispanics in Jacksonville,

Florida to dispel any mistrust or misinformation that may exist about Vystar or credit unions in
general and subsequently increase Hispanics utilizing Vystars services by Dec. 15, 2017.

Evaluation 4:
Count how many likes and shares the #VYSTARvivacontingo collects.
Count family photo shares by using the hashtag #VYSTARvivacontigo.

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 Count how much merchandise is left over after the Hispanic Art Walk & The HOLA
festival.
Ask piata crushing participants to sign in. Count how many signed in.
Facebook Live the Smash Debt piata event.

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(2015, August 7). Teen Checking Account - 5 Tips to keep in mind | Bankrate.com. Retrieved
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financial-bank-marketing/

Questions from Survey

1. Do you live in Jacksonville, Florida?
2. What is the highest level of education you have completed?
3. Which race/ethnicity best describes you? (Please choose only one.)
4. What language do you mainly speak at home?
5. Have you ever heard of Vystar Credit Union?
6. Do you have an account with Vystar?
7. Have you seen any Vystar adds on any of the following?
8. What is your favorite way to bank?
9. How much do you trust banks?
10. Where do you bank?

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