Live Case – Project
Propose a Targeted Marketing Strategy for a Community Financial Empowerment Center
A Collaboration Between
The Aurora Financial Empowerment Center will expand to become the Offices of Financial Empowerment. This needs to be carefully strategized, implemented and be sustainable over the long term. As part of our strategy to improve and expand the Aurora FEC, we are making changes to our current marketing strategies to better target citizens of Aurora.
Branding Strategy
360 Degree Review Process
Social Media Optimization
Evaluation and Recommendations
Assessment and Recommendations for Revised Marketing Strategy with particular focus on Aurora citizens
Project Topics
Marketing
Company Information
| Company | Aurora Illinois |
| HQ | Aurora, IL |
| Revenue | N/A |
| Employees | Unlisted |
| Stage | Large Enterprise |
| Hiring Potential | Follow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time |
| Website | https://www.aurora-il.org/ |
Company Overview
N/A
Experiential Learning Program Details
| School | Northern Illinois University (NIU) |
| Engagement Format | Live Case - Think "Hackathon" or Case Competition with a whole class of students! This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives. |
| Course | Business in Action, Spring 2022 (Collum) – Aurora |
| Level |
|
| Students Enrolled | 40 |
| Meeting Day & Time | Mon & Wed 6:00-8:40 p.m. |
| Student Time Commitment | 4-7 Hours Per Week |
| Company Time Commitment | 1 Hour |
| Duration | 10.57 Weeks |
Program Timeline
Key Project Milestones
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February 7, 2022 - Deep-dive into the Organization & Challenge
- What is the organization’s business model? What are their mission, goals, priorities, and key competencies?
- What specific services and products do they offer?
- Who is their target market? What are the different customer segments?
- What is the value proposition to their clients? How do they help solve their clients’ problem or meet their needs? What makes the organization unique/different?
- What is the Company’s current marketing strategy? What messages and content are they communicating and how often? Through what media and channels?
- Which KPI’s are relevant to this project, and how so? What does a successful outcome of the current project look like from the organization’s perspective?
Suggested Deliverable:
2-page infographic overview of organization and current challenge; questions for industry mentors
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February 21, 2022 - Understand the Target Audience
- Dive deeper into the organization’s target audience and customer segments. Which segments are the focus of expansion for the organization, and why?
- Develop target audience personas.
- How do these segments/personas differentiated in terms of their problems, interests, values, needs, goals?
- What communication channels (including but not limited to social media) do they use? How and where do they get information about finance, banking, etc.?
- How do they get connected to helping organizations like Aurora? What networks are shared?
- What experiences do they have as clients of the Center?
- In what ways do these personas present opportunities for the Center to expand their client base?
- Can you create client stories to detail and exemplify why and how clients choose the Center and how it helps them to reach their goals, solve their problems, and/or live their values?
Suggested Deliverable:
Presentation, including client personas and user stories
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March 7, 2022 - Analysis and Recommendations for Targeted Marketing Campaign
- What are the goals and budget for the marketing campaign?
- What are the top priorities for the organization in terms of improving their approach to and tools for increasing the number of Aurora citizens served by the center and other client expansions goals?
- What communication channels and networks do you recommend the organization use to promote their brand and services to their target customers?
- What messages, images, content, etc. do you recommend? What existing marketing content and practices can be improved upon? What should be refreshed or created?
- How would you measure success? What is the potential impact if they proceed with your recommendations?
- What are the cost implications of using new sales strategies or channels?
Suggested Deliverable:
Targeted Marketing Campaign Playbook & Presentation
Project Resources
- Aurora FEC Overview
- Aurora FEC Info Flyer English
- Aurora FEC Flyer 2
- Aurora FEC Info Flyer Spanish
- Aurora FEC Spanish Flyer 2
- Style Guide / Logo
- Online Marketing Resources
- FEC Budget 2022
- FEC Revenue Projections
- Aurora FEC Training - Outcomes
- Marketing Q&A
- Improved Outcomes Q&A
- Funding Q&A
Industry Mentors
Academic Mentors
Assigned Students
There are currently no students assigned.