As the largest generational cohort since the Baby Boomers of the mid-20th century, Millennials hold significant power over the future. This is especially true in business; therefore, consideration of the environment and the target market should be lucrative. Millennials seem to fit this role more every year. This project investigates the Millennial age cohort and creates a social media portfolio to create a short social media campaign for Ascend Federal Credit Union to market their financial services and education to people ages 23 – 37. This project seeks to better understand how to utilize social media in a business setting to grow business effectively with minimum cost to the company. In addition, the project will also explore the reasons why Millennials tend to wait until later in life to take on some of the larger financial commitments such as mortgages. The two main goals of this project are 1) To understand Millennials and how to use social media to sell to them and 2) To create a marketing plan targeting this age group in order to bring business to Ascend Federal Credit Union.
Endsley, Fallon; Matthews, Lucy; and Ward, Cheryl
"An Analysis of Millennials and their Interactions with Financial Institutions,"
Atlantic Marketing Journal: Vol. 9
, Article 1.
Available at: https://digitalcommons.kennesaw.edu/amj/vol9/iss2/1