Justine Petersen

For my Integrated Marketing Communications class, we were assigned into teams and had to design a marketing campaign for a local business. Justine Petersen is a nonprofit organization that functions as a hybrid of social work and banking. Once a home financing counseling agency, Justine Petersen operates like a mainstream financial institution and is currently one of the largest CDFIs in the nation. Justine Petersen is proud to be part of Saint Louis.

The work of Justine Petersen is sustained by the power of mutually beneficial social impact investing, where investors are guaranteed to make a return on doing good and those served have a source of safe and affordable capital

My task with this project was the Marketing Communications Mix. Our group decided to run two campaigns: one for those who use Justine Petersen for capital and another for donors/supporters of Justine Petersen

Out-of-Home Ads

“Through advertising, direct selling, public relations, and events- Justine Petersen will be able to market flawlessly. Group 1 has established a campaign of four months, starting in January and ending in April. The success of a financial literacy campaign will be possible through the use of MetroLink poster advertisements and neighborhood billboards.”

I identified what the message of the campaign should be, and where it should be sent. Research on what highways and metro stations to present advertisements were performed, along with average rates for media buying in the targeted locations.

Field Representative & Airport Ads

We understood the value that word-of-mouth and direct selling for Justine Petersen. Thus we recommended that a field representative be hired on.

“This initiative includes attending local and national banking events like conferences, seminars, and other events with the sole purpose of spreading the word of Justine Petersen. These reps should attend 2-3 of these meetings per month and then increase the frequency of visits/attendance to 6-8 events and meetings/month in July, August, and September--the period with an uptick in CDIF investments around the end of the bank fiscal year.”

Moreover, airport ads were also recommended to reach a crowd of business people who travel for work. These ads were designed for small business owner travelers who are looking for an investment, but to all other lenders and private wealth individuals whose interests are vested in their home base, Saint Louis.

Annual Events

I recommended that Justine Petersen hosted private/corporate events to draw in donors.