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CAMPUS FEDERAL SURVEY

REPORT
Overview and Purpose

ImPRint Communications assisted Campus Federal in surveying college students on


their banking habits and money-managing tactics. ImPRint Communications created
the online survey to measure the perceptions college students have on saving money and
Campus Federal as an entity.

The survey consisted of 26 questions, and participants accessed the survey via an online
link. The survey aimed to understand how important managing money is to college
students so that Campus Federal can successfully communicate with their target
audience: college students.

Sampling and Data Collection Procedures

Our population for this survey included undergraduate college students at Louisiana
State University. ImPRint Communications utilized convenience sampling techniques to
recruit participants for the survey. For example, ImPRint Communications distributed
the survey via its firm members’ social media accounts. Firm members also distributed
the survey through mass email to their classmates. In addition, ImPRint
Communications held a table-sit on November 11, 2016 to acquire more responses. Firm
members attempted to recruit participants to stop and take the survey on a laptop set up
on a table in Free Speech Alley.

Description of Participants

We surveyed a total of 371 LSU undergraduate students from the ages of 18-24.
Acknowledgment of participation for gender, classification, and major goes as follows:
 130 males, 233 females, and 1 student that did not identify as either male or
female. Some students chose not to disclose their gender.
 16 freshmen, 90 sophomores, 190 juniors, 71 seniors
 A wide variety of majors were included in the research such as: Sports
Administration, English, Chemical Engineering, etc.
 A total of 266 employed, 105 unemployed
 A majority of the participants (84 percent) identified as in-state students. About
16 percent of participants were considered out-of-state students.
The participants were offered an opportunity to win a $25 gift card to Walk-Ons,
Outback, or American Express.

Results

When conducting this survey we were attempting to gauge LSU students’ perceptions of
Campus Federal Credit Union and if they were concerned with their banking habits.
Awareness of Campus Federal
From the sample we surveyed, we were able to find out that almost 77 percent (n = 287)
of the students that took the survey were aware of what Campus Federal was.
47 percent of the participants (n = 175) knew what types of services Campus Federal
provided, while 34 percent (n = 232) of students were unaware of the services that were
provided.

Financial Decision Making


We also found that a majority of students (62 percent) were comfortable making their
own financial decisions. From that data we were able to see that juniors and seniors felt
more comfortable making their own financial decisions than freshmen and sophomores.
While looking at the data, we were able see that 97 percent (n = 360) of the people
sampled responded that they cared about saving money. When surveyed about how
likely they were to use a financial service only 2 percent of participants said they were
unlikely to use one. Only 5 percent of students were unlikely to save their money, while
the vast majority were likely to save money.

About 42 percent of students found out information about Campus Federal from
sources other than television, social media, radio or newspaper. Students were then
prompted to tell where they found out about Campus Federal a large number of
students answered that they were able to find out about the credit union on LSU’s
campus.
When asked how likely are you to use social media to learn about financial services, 37
percent (n = 137) were very likely or likely to use social media.

Students indicated with whom they currently bank with in the survey. A majority of the
students indicated that they bank with larger banks, such as Chase or Capital One. Other
students indicated that they bank with smaller banks, such as First American Bank or
Whitney.

Some students had a positive first impression of Campus Federal. Some respondents
indicated that Campus Federal was “friendly and helpful.” However, some students had
concerns about the scope of Campus Federal. For example, one student indicated that
Campus Federal resides in Baton Rouge and using Campus Federal outside of Baton
Rouge would be moot. Other students indicated that they did not have a general first
impression of Campus Federal or banked elsewhere.

Implications and Recommendations for Communication Strategies

The main purpose of this survey was to gauge LSU students’ attitudes toward banking
and their perception of Campus Federal Credit Union. We learned that a large portion of
the students who took the survey was aware of Campus Federal, and they also cared
about banking. When it came down to how they found out information about the
services that banks and credit unions provide, a large number of students did not care
about getting that information from social media. A large number of students appeared
to find out about Campus Federal while on LSU’s campus. With this in mind, it would be
beneficial if Campus Federal did more events or advertising on LSU’s campus. For
example, Campus Federal could either host or sponsor an event in order to generate a
buzz about the credit union. Campus Federal could also host a seminar or a talk about
the importance of banking literacy. There Campus Federal could help students further
understand what banks and credit unions do and how those services would benefit
them. We also found that juniors and seniors were more worried about their finances
than freshmen and sophomores were, this could indicate that some messaging should be
targeted toward freshmen and sophomores who are not concerned about their finances.

Limitations

In the beginning getting responses from students was a bit of a challenge. We advertised
the gift card raffle and found that it was still difficult to get participants. We found that
posting the link to the survey on social media and emailing the link to classmates was
easier and produced more responses than sitting in front of LSU’s student union and
stopping people to take the survey. For future reference, it may be easier to get students
to participate if there was some kind of incentive that everyone taking the survey in
person could possibly get.