Presented

to: Williams, CMO

Created by: Averrey Jencka

Project 1 2019

Jour 316

February 18, 2019

Professor Williams

CMO

Journalism 316/316L

Dear Professor Williams,

` In response to the specific requirements established for PayPal’s new campaign, I

am pleased to submit my proposal campaign for the new print advertisements and

billboard for PayPal. I want to first thank you for giving me the opportunity to be the

person that helps direct PayPal into a new era of online shopping and credit card

transactions. I am willing to accept the challenge of changing consumers’ opinions of

online shopping and its level of security by conveying PayPal’s multitude of protective

benefits. After taking into account the brand’s emphasis on safety and ease of use, I

created five campaigns that do a very good job capturing these ideas and projecting

them to the target audience in a subtle and creative manner.

I can assure that you have chosen the right team for this campaign because of the

generation I have grown up in. I have been surrounded by technology for the majority of

my life, so I know how to use it, and how to sell it. Not only will I know how to

successfully deliver a campaign that highlights the key benefits of PayPal that the target

audience is looking for, but I will also know how to design ads that will immediately

catch their attention.

I am eager for you to examine the ads we have created for PayPal, and I hope that

you are pleased with the vision we have for the future PayPal.

 ALL DAY SECUR-I-PAY CAMPAIGN

Has signing up for a credit card ever felt a little like selling your soul? Do you break into a slight

sweat every time you enter your information into a website? Are friends constantly forgetting to

pay you back for things? If you answered yes to any of these questions, we understand your pain;

we’ve been there too.

Fortunately, there is a solution to all of these problems and more with PayPal. PayPal’s latest

campaign “ALL DAY SECUR-I-PAY” highlights key consumer benefits: easy payment requests,

purchase protection, fast and secure checkouts, and so much more. This campaign is built upon the

foundation of trust. That is the central goal for PayPal, to ensure that every cardholder trusts in

PayPal and the services it provides.

We understand that credit card companies tend to be bland and preach at customers. However,

PayPal is not simply a credit card company or an account to transfer money with. No, PayPal is easy

going, thick-skinned, adventurous, and fully aware that we’re all just humans trying to do our best

and stay sane in the process. PayPal is the company that is here to help you achieve that, and they

provide easy and safe ways to make it happen.

Anyone is able to see this truth once they look at our “ALL DAY SECUR-I-PAY” campaign. We aren’t

promising that our cardholders will instantly feel richer, happier, more beautiful. We are, however,

promising that they will feel more secure about their purchases and get exactly what they want at a

speed they never thought possible.

It all begins with one click or tap. So, look for yourself. Start paying the right way. With PayPal.