QUESTION: I am planning to conduct a PR campaign on behalf of a financial services provider. I was considering incorporating the college market as part of the target for
this campaign, but I am hesitant to go further since college kids have a terrible financial reputation. Or is that an inappropriate stereotype?
ANSWER: A recent
survey would seem to contradict that stereotype. But for PR professionals trying to reach the college market, the real story is how the stereotype is being contradicted.
NetBank, Inc., an Internet-based bank headquartered in Atlanta, commissioned Equation Research to poll 500 college students around the country about fiscal
responsibility. The findings suggested the college crowd takes their bill paying very seriously. More than 70% of those polled said they always pay their bills on time; a mere
5% stated they missed payment deadlines with any degree of regularity. For the students who have credit cards, 51% said they pay their statements in full every month and do not
carry a balance.
But how the bills and statements are paid is worth extra attention: 50% of the students surveyed said they use online bill paying services. Within the general adult
population, an estimated 28% use these services. Furthermore, 51% of the college respondents who have credit cards said they paid those bills in full and carried no balance.
Rich Jeffers, national director of public relations for NetBank, believes this survey confirms the best way to promote financial products to today's college market is via
modem. "One hundred percent of college students consider themselves to be highly active online," he says, adding the Internet-based bank's interest here is more than academic.
"We see a value in beginning a relationship with these type of customers as they progress from college into the business world."
Indeed, NetBank is adding a targeted PR push to ensure the point gets across: Jeffers confirms his company is specifically targeting college media outlets with the press
release of this survey in order to spread their name to this youthful audience.
QUESTION: Do you have any smart tips on promoting African-American tourism?
ANSWER: Turn on the star power. The African-American travel market
registers $4.8 billion in annual revenue, so turn on the stellar wattage if you are doing a PR push here. Case in point: The "Soul of Illinois" Web site (http://www.soulfulillinois.com), launched earlier this year by the Illinois Department of Commerce and Economic Opportunity's
Bureau of Tourism, has brought out an all-star team of Illinois celebrities to talk up the state's history, charm, attractions and appeal. Included in the promotion are
actors Harry Lennix (from the TV series "Commander in Chief") and LisaRaye (from the TV series "All of Us"), former Chicago Bears linebacker Mike Singletary, jazz musician
Ramsey Lewis, and R&B icon Chaka Khan. There's also a bit of B2B PR here, too: Bill Norwood, the first African-American pilot and captain with United Airlines (which,
not coincidentally, is headquartered in the state), is also in the "Soul of Illinois" mix. PRN
Contact: Rich Jeffers, 678.942.7596
(To ask a question of the PR Sherpa, pass your inquiry to our editor Phil Hall at [email protected].)