Presentation on theme: "SOCIAL MARKETING & RESEARCH OVERVIEW SEVENTH ANNUAL FINANCIAL LITERACY LEADERSHIP CONFERENCE SEPTEMBER 29, 2014 U.S. Commodity Futures Trading Commission."— Presentation transcript:
SOCIAL MARKETING & RESEARCH OVERVIEW SEVENTH ANNUAL FINANCIAL LITERACY LEADERSHIP CONFERENCE SEPTEMBER 29, 2014 U.S. Commodity Futures Trading Commission Office of Consumer Outreach
2 These remarks are my own and do not necessarily reflect the views of the CFTC, its Chairman, Commissioners, or staff.
CFTC Consumer Outreach Behavior Change Objectives Recognize the signs of persuasion before investing Checking the background of any financial product or person Reporting suspected or known incidents of fraud 3
CFTC Consumer Outreach Initial Target Audience Ages 50-65 Men & Women “Middle to upper” household income Financially literate / familiar with financial products & services 4
16 CFTC Consumer Outreach Measurement, Evaluation, and Revision
17 CFTC Consumer Outreach Input Measures Staff hours Program funding Output Measures Campaign reach / visibility Ad / content performance Site traffic Increased use of tools Outcome Measures Increased fraud sign awareness Increase in reported background checks Increased tip & complaint volume Impact Outcomes Fewer fraud cases Decrease in reported fraud Items in blue can be measured by CFTC and vendor tools Items in red will require an annual survey to measure
Nisha E. Smalls Lead Consumer Specialist firstname.lastname@example.org 202-418-5895 Newsletter Subscription – www.cftc.gov/ConsumerProtection/EducationCenter www.cftc.gov/ConsumerProtection/EducationCenter Research – www.cftc.gov/ConsumerProtection/resources 18 CFTC Consumer Outreach