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Laura Ibarra
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In the spirit of working ahead, I continued finalizing module 10, the value proposition, this week and I began on the Marketing Strategy using the 4 B's. I still need help from my client, so I have scheduled a phone call with Scott Dalton, the Sr. Director of Marketing Innovation and Digital Experience. I am looking forward to getting more information regarding their point of difference in the market, if they are the market leader (and if not, who is) and some additional information including if there is a particular product they want me to focus on. It is difficult... Continue reading
Posted Apr 20, 2019 at CAPSTONE!
This week I finally completed the communication strategy and the channel strategy! These were the two modules I was having the most difficult time with because I felt like the content overlapped a lot with my value proposition messaging and my digital strategy. For the communication strategy, I took the approach of suggesting more specific content and topics the client could use in their digital marketing under the umbrella of the "We care, that's why we approve you for the right amount" messaging. The messaging is more about the broad strategy, while the communication strategy highlights specific tactics. Some examples... Continue reading
Posted Apr 17, 2019 at CAPSTONE!
This week I am feeling stuck. Overall I think my project has made good progress, but I've lost my momentum on the last two modules - communication strategy and channel strategy. I am going to schedule time this week to meet with Professor Hardin. To me, the communication strategy seems very similar to my 5 box positioning which includes the customer's point of difference and reasons to believe, as well as some of the other modules where I discuss the suggested messaging "Axcess Financial cares for our clients, that's why we work hard to approve you for the right amount."... Continue reading
Posted Apr 17, 2019 at CAPSTONE!
This week I worked on finalizing my digital strategy. Although this was the last module to complete in my charter, it seemed like a natural segue from the marketing strategy I had been working on previously. I'm really happy with the way the digital strategy turned out! In the beginning, the task Axcess Financial had given me was to find out how they could best reach their clients through digital marketing, given that they no longer had access to pay per click advertising. Although this seemed like a challenge at first, there are so many other (and often better) digital... Continue reading
Posted Apr 8, 2019 at CAPSTONE!
This week I was working on the Channel Strategy and Communication Strategy, and I found these topics to be a little difficult. I had an especially hard time with the Channel Strategy. This set me back a little bit, but I ordered The Big Picture book to help work through it, and I will have it completed by the end of this week. I did make some progress on the Communication Strategy, although there are still a few things I am working through there as well. Overall, “what to say” is “We care. Axcess Financial is there for you when... Continue reading
Posted Mar 25, 2019 at CAPSTONE!
Hi everyone! I have been making good progress on my project, and have several updates to share. First, I had a meeting with my client, Axcess Financial, in which I gained several useful insights. I learned that they do not currently have a clear Point of Difference that they are trying to communicate to their customers, that they are most interested in advertising installment loans rather than payday loans or their card service, and that they are a mid-size lender in the market. This helped define their marketing objective as Acquisition by Earning Share from competitors (since I now knew... Continue reading
Posted Mar 19, 2019 at CAPSTONE!
This week was a bit of a challenge for me, as it seems to have been for some others as well. After emailing my first completed module to my client last week and asking for some insights to help me move forward this week, I never heard back. Although they seemed eager to work with me and provide any necessary information in the initial client meeting, they seem to be very busy and have been slow to follow up. I have moved up my project review meeting with Professor Hardin to discuss how to best to work with my client,... Continue reading
Posted Feb 17, 2019 at CAPSTONE!
Hi everyone! This week I started working on the capstone modules, and began with the AVM workshop. I looked at many different features of the products that Axcess Financial offers (payday loans, installment loans, cash advances, etc.) and narrowed it down to three core features: funds are available next business day, it's easy to apply for a loan, and there are no surprises or hidden fees - everything is clearly stated in the application process. Ultimately I laddered these features up to the values that customers feel covered, safe, and responsible when they work with Axcess Financial. I thought these... Continue reading
Posted Feb 10, 2019 at CAPSTONE!
Before class this past Monday I was a little unclear on how the semester would progress, but after talking with Professor Hardin I felt much more comfortable and confident and I was able to confidently move forward with my project charter. The company I’m working with is Axcess Financial, a subprime lender who specializes in payday loans, check cashing, installment loans, and more. Their goal is to acquire new customers through digital marketing. Based on the big picture framework, I am planning to start with the marketing objective to outline the acquisition strategy, and then move through source of volume,... Continue reading
Posted Feb 3, 2019 at CAPSTONE!
For the Capstone project I was assigned is to work with Axcess Financial on digital marketing challenges. I was able to schedule my initial meeting fairly quickly and met with the CMO and her supervisor on Friday, January 18. However, since that time I have not received follow up communication regarding my primary contact person, a list of competitors, and their legal team's feedback on the confidentiality agreement I provided from UC which I was hoping for. I followed up with them this past weekend and hope to get some of those initial pieces of information soon so that I... Continue reading
Posted Jan 28, 2019 at CAPSTONE!
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Jan 15, 2019