A Critique of the Proposed National Education Policy Reform
What a Supermodel Can Teach a Bank President About Credit
1. What a Super Model Can Teach A Bank President About Credit
2. Problem: CARD Act made selling a college student a credit card difficult
3. I want this presentation to be a recipe for“How to Create Your Own Duck9”without having to hire UCMS or Duck9
4. End Result You should have tactics that you can copy-paste
5. State of the Industry CARD Act Curtails Credit Card Marketing CARD Act Cripples Youth-at-Risk’s FICO score CARD Act Compliant Marketing Is Possible
6. State of the Industry(cont.) Catch 22 of young adult marketing. . .What comes first: the FICO score or the credit line?
7. 22 Years Boiled Downinto 3 Tips & 1 Chart Read the 1.5 page CARD Act when it specifically addresses college Engineer a catch-22 solution Engineer a system where you migrate the account from a $100 credit line (securitized by quasi-assets) to a $2000 line of credit when they graduate
8. FICO Score Preparation * SSGFICO Contests * BLOG * Tabling *UGC Wiki * Text Message Mentoring *Direct Mail * email mentorship * CSS 1. Pre-Lead 3. Activation 4. Retention 2nd stage premiums24 mos toFICO over 700SMS &eMail alerts Bite sizethe C.A.T.message Coupon tocut waitlist 2. Application A $ 5. Revenue $ Apps, Lead Gen, Loans, Goodwill
9. Duck 9 in a Nutshell Deep Underground Credit Knowledge 9 is not a patented program. Copy it. Duck9 sends SMS reminders to college students to hack credit score - copy it & use a 5-digit short code service Reminders to manipulate your FICO score to 750 - copy it
10. Mentor MarketingDuring the “Pre-Lead” Phase Copy-Paste a Consumer Advocacy Truth (CAT) Get Emotional Copy-Paste our Educational Angle to Promote Your CAT Cut It into Bite-Sized Pieces (Cut & Paste) Make It Temp–Come Grow Go Become Their #2 (Second-Supplier Gambit)
11. Ranks & MigratesP R O S P E C T S Levels P1 to P10 Level P7 = application! Prospect Heat Maps Migrate by Mentoring Prospect level vs. cost per lead Prospect level vs. revenue per lead
12. Leveraging CAT in Mentorship CAT helps you with your SMS marketing Never pay more than $8 per cell phone number Mentor as if you don’t have a monopoly
14. Converting Cell #’s into CARDAct Compliant Applications Pre lead, lead generation Easy to do Tie your contest to brand activation Work your lead funnel by… …ranking
15. Prospect Ranks P2: jeopardy user (contestants enter here) P3: registered web user P4: logged back in once or interacted with Duck9 email P5: conveyed credit data, debt data, etc. P6: does something
16. Prospect Ranks P7: buys something P8: refers P9: writes, blogs, invites, hosts P10: buys something as an adult P1: trying to unsubscribe P0: hates Duck9
17. Newsletter Your C o n t e s t a n t s Reinforce your “truth” Enter late, leave early Make it easy to recite Holy grail is becoming a second supplier
18. Good News: You’ve WON Contestants win in stages Migrate up the prospect ranks Drive them into your CAT Holy grail is becoming a second supplier; set aside your need to sell them something
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20. Who Is the Super Model? NY Times best-selling author, “What They Don’t Teach You at Stanford Business School”
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22. Keys to Copying Duck9’s Program Connect with the real world (seminars) Do a contest (schwagin stages Rope contestants intodoing somethingeducational Hone your uniteconomics
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24. Contest Form .edu only Ring cell before they leave with pizza
25. Duck9 Campus Process Contest that collects name, email & cell phone in person, on campus Provide immediate service, reminding student to pay bill Simultaneous SMS/email increases user task urgency Second supplier gambit. Get to be the #2 supplier!
30. Get In. Get Out. Let Them Get Back Unlike 5-digit shortcode, 650-566-9600can be called back / Give them “light atthe end of the tunnel” – “this is 17th of 24”
31. Contest Form Keep it simple Get their pen to paper Reward with pizza after they show SMS Pick a prize (they win all 3 but we profile them) No debt, some debt & I don’t get it.
32. Deal Emotionally with Unsubs “We can takeyou off our list of successfulpeople.” “We’re building a list of 1 millioncollege students with a FICO of 750” “Don’t yawanna be a part ofthis?” (Service your unsub with 1 more service) Take It Personally!
33. Refocus onProspect Movements P2: jeopardy user (contestants enter here) P3: registered web user P4: logged back in once or interacted with Duck9 email P5: conveyed credit data, debt data, etc.
34. Refocus onProspect Movements P6: does something P7: buys something P8: refers P9: writes, blogs, invites, hosts P10: buys some- thing as an adult
35. FRAUD (Part 1) Age of email, quality of lead Match email to social networks subscriber list Age of cell phone number Match with issuing carriers Assume no transport by college student Are they friends & family? Add LeadValue by Weeding
Add the UCMS logo to the RIGHT of the “Larry Chiang,Founder” so that the duck9 logo and the UCMS.com logo bookend my name. Where it says Larry chiang, have it say “What a Supermodel Can Teach a Bank President about CARD Act Compliant Marketing” in big bold lettering. Move the American Bankers Association to the bottom
Change this slide to “Problem Definition”. Add picture of a road block or “under construction” or “Bridge OUT and under construction”
Change this slide to “Goal of Presentation” Add a thought bubble with UCMS below Duck9 in Palatino BoldCan we add a ‘bottom banner bar’ to every slide that says “Seminar for Presidents; American Bankers Association 2011”Under my face in the upper LEFT, can we put my name and title under the box, “Larry Chiang, CEO”
Can we add a ‘bottom banner bar’ to every slide that says “Larry Chiang at American Bankers Association 2011”
Change to 22 years Boiled down into three tips. Can we have these boxes be plain text so that way it SEOs (search engine optimizes) better
Title:Mentor Marketing during the ‘Pre-lead’ phase.
Title: Rank and Migrate Prospects
Title: Leveraging CAT in Mentorship
Title: Converting Cell Numbers into CARD Act Compliant Applications