Constructing a Creative Marketing Campaign to Attract Macedonian Generation Z Investors in Financial Services

Desired outcome

The Capital group seeks an innovative, strong and research-backed digital and offline marketing campaign to attract Macedonian Generation Z investors.

The team will be tasked with preparing a customer research (own, competitors and industry practices) and according to it, deliver a year-long content calendar for posts on the company’s social media accounts and physical marketing events. This will also include creating the content for the whole period accordingly. The team will also explore hybrid marketing practices that they may find interesting and contribute to the expansion of futuristic marketing models.

Creativity will be expected and rewarded!

Initial Problem Description

In our operation we have managed to build a strong and loyal client base – mostly by using personal salespeople in a network marketing strategy, by organizing free financial education seminars and by being present in podcasts, magazines and public events. The strategy is successful, but it mostly attracts older generations of customers.

The business struggles to reach Generation Z investors, and this can be concluded considering that only 1.9 % of our customers are coming from the Generation Z (born after 1997). This generation doesn’t rely on traditional marketing methods that are at place, so there is a need of creating a modern marketing strategy targeted specifically for this client base. We lack the expertise and understanding of proper marketing techniques towards this population, and this is what we need your assistance for!

Context

The Capital Financial Center and Capital Asset Management have performed strongly on the Macedonian financial services market. Our company has existed in the financial sector for exactly 4 years. We offer financial services to customers which include: asset management, investment funds, insurance solutions and investment advisory. This business group has managed to raise a client base of over 279 customers, with combined financial investments of more than 17.300.000 €. It has a strongly build personal sales team consisting of around 40 professional sales persons distributed among key cities in North Macedonia.

Even with the strong success in its sales, 94% of Capital’s clientele base is built from middle aged and older generation customers. This indicates that business struggles to reach and acquire the Macedonian youth – Generation Z which is crucial for the sustainable expansion Capital expects to achieve.

Connection to cross-cutting areas

This challenge explores digital and futuristic marketing transformation in the financial services sector by trying to incorporate research-backed, data-backed and automated marketing practices. It promotes financial literacy among the younger population and tries to include them in the mission of educating the nation on proper management of personal finances. We challenge innovation in the area of customer communication and digital transformation of the business. Also, the challenge includes consumer psychology research.

Input

You will have the full support of our company with any important internal data that may be crucial to you during the research (unless it is confidential). Additionally, we are willing to assist you in distributing your surveys to the study population in case you have struggles reaching them. We will respond quickly to your e-mails and answer your questions or give you guiding remarks. In the case your team builds a marketing campaign of the future that we can implement, all members will be given a professional letter of recommendation from our company. We will provide you with an informational document consisting of relevant data to you. Also we have decided that we will pay you a 2-month subscription of Canva Pro to assist you in the designing process.

Expectations

What we ask from the team to distribute is:

- A strong research on Gen Z customer preferences on the Macedonian market consisting of own research, competition analysis and industry marketing practices (could be from other countries);

- To define the best media types, designs, communication methods and the how-to in order to communicate with this client base;

- Construct a full content calendar preferably for a year, that will include all types of communication methods (especially the SMM), also consisting ready to post content (illustrations, videos, hybrid);

- Finally, to present and recommend an automated posting infrastructure, as well as instructions for its use, so that less time is spent on SMM activities.

Desired Team Profile

For such a challenge we would expect that the applicants will be students studying in economic fields (economics, management, business studies, marketing, e-business and others); multimedia studies (communications, multimedia, graphic design, UI/UX design and others) or psychological/sociological sciences. The background of the students can be diversified or may include fields that were not mentioned. Enthusiasm, creativity and discipline is what we value most, so if you are willing to gain practical experience in the digital & hybrid marketing field and make a real impact, this is your chance!

Additional Information

Desired outcome consists of constructing and preparing a powerful modern digital and physical marketing campaign for the Capital Group by researching the consumer needs, preferences and communication methods that are set to target the Macedonian Generation Z. This will include mainly the digital platforms Facebook, Instagram, TikTok, YouTube and any other platform that the team will find important. You are also welcome to creatively incorporate experimental hybrid marketing methods that are relevant according to your research – such as events, sponsorships, field activities etc.

Related Keywords

• Digitalization
• Market research
• Finance, Insurance and Real Estate
• Security and commodity brokers and services
• Investment groups
• Consumer Services
• Consulting services