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ADV 420 Final Presentation

K
Kelsey Dyer

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

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E*Trade and Millennials Kelsey Dyer
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 Tobins Q of 0.14
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
Millennials and Their Money: A Love Story Only 13% of millennials prefer to invest The recession has ended, but the mindset hasnt Now is the perfect time to buy
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
Timeline of Campaign
Campaign Financials
Outcome of Campaign Raise Tobins 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
ADV 420 Final Presentation
In Conclusion

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ADV 420 Final Presentation

  • 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 Tobins 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 hasnt 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
  • 8. Outcome of Campaign Raise Tobins 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