Exploring Opportunities to Build Brand Loyalty with Millennials CHALLENGE Determine what will keep college students and recent graduates active, engaged with and loyal to their financial institutions as they establish good credit and become “adults. ” APPROACH A two-pronged approach was used to engage this audience in a meaningful way: Pre-group Homework AssignmentPre-group homework assignments to create a journey map that represents their personal experience with credit cards and brands to understand their emotional landscape and perceptions. Co-Creation GroupsCo-creation groups with college students and recent graduates to explore potential touch points to determine where, when and how to best for a financial institution to develop a relationship and build brand loyalty. Client-generated

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