Case Critique 1: MyIDScore.com
ID Analytics partnered with Schwartz Communications to create an online informational source for consumers outside of the business arena to allow a service that both educates and checks the credit scores and possible risk of identity theft.
The goal of the new website was to educate and provide: “free, detect risk of identity fraud, proven technology” (ID Analytics ‘MyIDScore.com’). From In 2009, the number of identity fraud cases increased by more than 22 percent and cost consumers and businesses more than$40 billion. There were more than 50,000 articles on the topic, hyping fear and consumers’ risk. The truth was, less than four percent of consumers fell victim to ID fraud (according to Javelin Research).
Research was conducted by Schwartz and ID Analytics in partnership to determine the use of social media and the new risks it presents to consumers. The primary research was additionally designed to discover how many people had multiple SSNs. However, I found this to be interesting as to why people have multiple SSNs for a single person and what factors cause a person to embody ‘two identities’.
Though there is evidence that both formal and informal research was conducted, the amount of people surveyed and the way in which they were very formal and taken into very small market percentages. With the few multiple focus groups ID Analytics held, the amount of people informed and targeted was too restricted for the companies desire for understanding and awareness. They could have reached out to a more broad group of consumers to receive data of whether or not people understood the MyIDScore.com purpose and to determine how many people understand anad recognize that identity theft is a serious issue. It seems through all this research that an overall understanding as to where the consumer stands on the issue was only briefly mentioned and captured through this research.
The secondary research of Schwartz Communications of 500+ articles to compare and understand market positioning and competitors for MyIDScore.com seems a little less comprehensive than ideal. Though some data received showed target audiences and how others were reaching out to consumers, spending time (with such a low budget and shorter time schedule) finding these numerous articles seems excessive and a bit weakening to the overall goal of awareness and credibility for the website. There should have been more research to spread awareness and determine credibility in the eyes of the consumer to more effectively inform the plan and its strategies.
Objectives and Strategies
The target audience of this campaign was determined to be the age gap of 25-55; supposedly (but not explicitly mentioned how) researched to be the most active and at risk demographic for identity fraud. When looking at a plan heavily based on social media and a tech savvy approach that this website campaign embodied, they appear to have missed an opportunity to inform and educate people before they were at risk with a younger demographic.
The objectives of this campaign consisted of three main points: Generate a minimum of 100,000 consumer visits and inquiries to MyIDScore.com, secure three credible influencers as spokespersons for the campaign, and to effectively communicate two of the three website capabilities (free, detect risk of identity fraud, proven technology).
Since this campaign had such a large emphasis on awareness and education of identity fraud, it seems that the target audience could have been a bit of a younger age demographic. Because of the low-budget for the campaign, the online marketing strategies and presence was a strong move to congruently promote the website MyIDScore.com.\
Overall, the campaign was successful. It reached its target markets and overreached its goal to attain 100,000 viewers on its website page and increase awareness nationwide on the risks and prevention tactics of identity fraud.
Along with the awareness of MyIDScore.com, the campaign successfully gained a level of credibility using three sponsors through finance and concrete, credible organizations that reflect positively on ID Analytics and MyIDScore.com. Effectively communicating the free, credible technology and the informative awareness of the detect risk system.