How E*Trade investing in millennials will improve its Tobin's Q. A project for New Media Driver's License

1. E*Trade and Millennials
Kelsey Dyer

2. Who is E*Trade?
● Online self-brokerage stock corporation, founded in
1982
● Investors are self-directed and can buy/sell bonds,
stocks, etc. via electronic trading platforms or
by telephone
● Current Tobin’s Q of 0.14

3. Who are Millennials?
● Born between the early 1980s and early 2000s
● Considered to be confident, self-expressive, tolerant and
the most open to change
● On track to be the highest educated generation of all
time
● The “Me Generation”

4. Millennials and Their Money: A Love
Story
● Only 13% of millennials prefer to invest
● The recession has ended, but the mindset hasn’t
● Now is the perfect time to buy

5. How to Bring Them Together
● On average, millennials spend 18 hours a day
consuming media
○ 71% state social media as a “top priority”
● They trust content created by their peers 40% more than
traditional ads
● Involve real life millennial E*Trade members to create a
relationship built on trust

6. Timeline of Campaign

7. Campaign Financials

8. Outcome of Campaign
● Raise Tobin’s Q from 0.14 to 0.25 by end of 2016-2017
fiscal year
● Lower perceived risk of investment
● Begin to set millennials up for a comfortable retirement

10. In Conclusion