G2 Group 9 Citi-SMU Financial Literacy Club


Description of our chosen organization

Citi-SMU Financial Literacy club is a student-led club born out of a collaboration between Citi Singapore and Singapore Management University with the support of Citi Foundation, with the aim of advocating financial literacy to young adults in Singapore.

The club grooms students/aspiring changemakers from diverse backgrounds through an official train the trainers’ programme. This programme was designed to empower them with the soft skills and knowledge to become in-house trainers capable of promoting Financial Literacy.


After students have gone through the programme and are certified as trainers, they  subsequently serve as front-line advocates for financial literacy through events & interactions with beneficiaries.

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Why did we choose this company?

There are multiple reasons why we chose this company:

  • The club has decent social media presence  – 1193 “likes” on Facebook.
  • The club has allowed us Administrative Access rights for its Facebook Page – we are able to track the progress of our campaigns.
  • From what we have observed, its social media strategy is unrefined. This puts us in a position to provide a lot of value.
  • The club has the financial backing – they have resources to allocate for marketing campaigns.


Our team also strongly identifies with the cause of our client, and we are intrinsically motivated to assist the client to achieve its goals of utilizing social media to promote financial literacy.

As a team, we hope to assist Citi-SMU Financial Literacy Club to achieve its goals through 3 main aspects:

  • Increase Citi-SMU Financial Literacy club’s brand awareness
  • Boost audience engagement across multiple profiles through native marketing
  • Measure the extent of content retention through social media

Our Target Audience

From our organization’s marketing efforts on Facebook, we identified they have three main target audience profiles:


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Main Messages

We are proposing 4 main messages to be delivered to these target audiences.


To SMU Students:

Calling all Aspiring Changemakers interested in learning AND to give back to the community. Join us today!

A call to action for aspiring changemakers to join us in making a difference.

To SMU Students/Young Adults & Potential Beneficiaries

Interested in finding out more about financial management? Our platform is one tailored especially for young adults like you!

We want to deliver relatable, localized, native content for young adults without labelling itself as “Finance”.

To the General Public

Did you know that Credit card loans charge an average of 24% per annum? Stay financially savvy, read our handpicked tips!

We want to deliver specific content in a suitable format i.e listicles to spark debate/ awareness for these issues.

To working professionals/people with expertise

Financially Savvy? We want you to assist us in advocating financial literacy in young

adults for Singapore!

We want to encourage adults with expertise to share their knowledge through our platform and to give them the due recognition.


Suggested platforms

For Citi-SMU Financial Literacy Club, we believe Facebook and LinkedIn would be the main platforms used for social media.


With more than 1.7 billion users worldwide, Facebook is the world’s largest social network. Facebook is an appropriate social media platform for our client because of its young audience. It was reported that 82% of online young adults between the ages of 18 to 29 use Facebook (Facebook, 2016).   

On Facebook, businesses can create a business account and analyze and focus on their target audience. One service that Facebook provides to businesses is Target advertising. By utilizing this service, businesses can track their overall performance and analyze their audience’s personal information and interests. In addition, Facebook’s general features such as Messenger and Fan pages can create a channel where businesses and their audience can directly interact.


LinkedIn is similar to Facebook in that it is a communication medium. As of 2016, there are 450 million active users (Statista, 2016). However, LinkedIn mainly focuses on networking business professionals. The majority of the users tend to be white-collar workers above 30, with educational backgrounds.

Regardless of the size of business, LinkedIn provides tools to help businesses connect with their target audience and raise brand awareness. For example, businesses can create a Company page to market their products and services to their target audience. Businesses can also directly communicate with their audience by engaging in LinkedIn discussions. By joining group discussions, businesses can receive comments about their products and services.

While Facebook is a platform for businesses to communicate with consumers, LinkedIn is a more business-oriented platform, where working professionals interact with each other. Therefore, we have concluded that Citi-SMU Financial Literacy Club could use Facebook as a means to engage with SMU students, young adults, and the general public. LinkedIn, on the other hand, could be used to network with alumni and finance professionals.

Strong presence on both platforms would enable our client to expand and fulfill its goals to raise brand awareness, enhance engagement with its audience, and measure the extent of content retention through social media.

Outreach Map (Facebook/LinkedIn)

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Other Potential Platforms

Although it is still in the exploratory stage, our group is planning to conduct further research into native marketing, and perhaps tap into the possibilities of additional platforms such as SGAG, Twitter, Instagram for Business, and Youtube Channels.

Future Plans

Moving forward, we have secured our client’s buy-in – they have graciously allowed us to test our “prototypes” subject to their approvals. We are also currently toying with the thought of using humor for indirect/native and pairing it with Financial literacy – in the form of listicles and memes.

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By Aaron, Marcus, Tasuke
#Finance #PersonalFinance #SMU #Social

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