Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

NYCE 2014 - W+K Challenge - UofO

484 visualizaciones

Publicado el

<b>Scenery</b>
The New York City Experience (NYCE) is an annual event for the University of Oregon communication students to connect them to the biggest communication industry professionals through visits to the major agencies and media companies of the country. Wieden + Kennedy NY (W+K NY) challenged all the 120 participating students to work on a project and present it on the agency’s main shop in the Big Apple. Of the 21 teams participating, we were one of the 5 selected.

<b>Challenge</b>
To develop a solution for an aging financial services company in order to help them acquire a new generation of clients.

<b>Project</b>
Through research of the american student’s behaviour, we developed a study that contemplates the major moments on the graduation process and what it takes for someone to acquire financial assistance services. The goal was to understand the major milestones of contact between student and financial agency.

<font><b>Cenário</b>
A New York City Experience é um evento anual que ocorre para os estudantes da Universidade de Oregon e que tem o intuito de conectar estes à profissionais da indústria da comunicação através de visitas às principais agências e veículos do país. A Wieden + Kennedy desafiou os 120 alunos participantes a trabalhar em um projeto para apresentá-los na sede principal deles na Grande Maçã. Dos 21 times, nós fomos um dos 5 selecionados.

<b>Desafio</b>
Desenvolver uma solução para uma conservadora empresa de financiamento estudantil adquirir uma nova geração de clientes.

<b>Projeto</b>
Á partir da pesquisa de comportamento do estudante universitário americano, desenvolvemos um estudo que apresenta os principais momentos da trajetória de graduação do mesmo e o que o leva a requerer os serviços de financiamento. O intuito era entender os principais pontos de contato entre o estudante e a empresa. </font>

<b>Role</b>: Strategist, Researcher.
<b>Team</b>: Kasey Coffey, Sidney Madge, Jackson Landgreen, Delaney Pratt.

Publicado en: Marketing
  • Sé el primero en comentar

NYCE 2014 - W+K Challenge - UofO

  1. 1. NEW YORK CITY EXPERIENCE 2014 Daniel Caldas Sidney Madge Kasey Coffey Jackson Landgreen Delaney Pratt
  2. 2. Wieden + Kennedy NYC challenge
  3. 3. Why should they believe us? National college debt is at all-time high and increasing. After the 2010-11 school year, about 57% of public four-year college students graduated with an average debt of nearly $24,000. That debt can narrow someone’s job choices and make it harder to obtain a mortgage for a new home or a bank loan for a new business.Those who struggle to repay their loans will continue to do so as it is not forgivable in bankruptcy court. What would we like them to do? Make the most of tomorrow. Plan today. Creative Brief What’s the problem? One of life’s biggest financial decisions is often made without the benefit of long term financial planning. What do they think now? My financial future begins after college. What would we like them to think? My financial future begins before I walk on campus. Who’s the client? An aging financial services company. What’s the goal? Acquire a new generation of clients. Who are we trying to involve? College-bound student loan applicants.
  4. 4. =-  Interview with freshman students regarding their college experience and relationship with financial institutions.  Questionaire sent to high school students aiming to acquire data regarding their understanding of debt and student loans. What we did
  5. 5. Our findings
  6. 6. First: the truth The whole point of education is to get a job. This was the insight that triggered our curiosity to understand the relationship between the student and financial agency.
  7. 7. Responsibility awereness High school Freshman Sophomore Junior Senior Focus on socializing, not studying. Move out the dorms and live on your own house. Classes get harder. Students need to focus more on studying. Students realize they have to work on finding a job in order to fulfill the cultural truth. Second: What is happening on students’ minds throughout the college experience? Years Truth: “The whole point of education is to get a job.”
  8. 8. Debt Responsibility awereness High school Freshman Sophomore Junior Senior First contact w/ Loan Service Loan service “saves the future of the student”. Loan service “sabotages the future of the student”. Third: How does the relationship between student and financial agency work? Years Truth: “The whole point of education is to get a job.”
  9. 9. Debt Hope Responsibility awereness High school Freshman Sophomore Junior Senior First contact w/ Loan Service Varies from student to student. Years Fourth: why do students hold debts for many years after graduation? Truth: “The whole point of education is to get a job.”
  10. 10. Debt Hope Responsibility awereness High school Freshman Sophomore Junior Senior First contact w/ Loan Service Our goal To raise responsibility awereness in students earlier to keep their hopes up. Years Fifith: what should change? Truth: “The whole point of education is to get a job.”
  11. 11. Debt Hope Responsibility awereness High school Freshman Sophomore Junior Senior First contact w/ Loan Service Focus on socializing, not studying. Students realize they have to work on finding a job in order to fulfill the dream education create. Our goal To raise responsibility awereness in students earlier to keep their hopes up. Loan service “saves the future of the student”. Loan service “sabotages the future of the student”. Debt meets responsibility.Varies from student to student. Years Truth: “The whole point of education is to get a job.” Classes get harder. Students need to focus more on studying. Move out the dorms and live on your own house.
  12. 12. Responsibility Awareness Even though students understand that in order to fulfill the dream of getting a good job after graduation they have to be responsible about their studies, college culture negatively influence many not to be. Debt Student loans are supposed to exist to allow someone to have the opportunity to fulfill the dream of having an education and secure their future. But, thus of college culture, financial agencies end up becoming the “evil entities” in the graduation process. Hope Thus of poor academic performance, students struggle to find a job that will effectively help them to make enough money to pay their debts. Our goal Our real challenge is to create a platform that would help students secure good jobs after graduation. Insights
  13. 13. Solution
  14. 14. Our solution stands on the creation of a platform that would serve as a medium to connect students and future employers. It would be a program that keeps loan borrowers in constant communication to the financial agency in order to help them during the entire college experience. Solution
  15. 15. Hope Dream Medium The student The job Where our solution stands. Graduation
  16. 16. Team
  17. 17. cargocollective.com/danielcaldas www.delaneyrpratt.com www.kaseycoffey.com jacksonlandgreen.wix.com/jacksonlandgreen www.sydneymadge.com
  18. 18. Thank you for all your guidance and opportunities. CAROLYN CHAMBERS DISTINGUISHED PROFESSOR OF ADVERTISING, ADVERTISING AREA DIRECTOR 331 Allen Hall 541-346-1797 debmor@uoregon.edu MPhil, 2010, University of Ghana; BA, 2007, University of Cape Coast, Sociology/Geography oforipar@uoregon.edu SENIOR INSTRUCTOR 310 Allen Hall 541-346-3754 dkoranda@uoregon.edu
  19. 19. NEW YORK CITY EXPERIENCE 2014

×