Our goal with the launch of Future Edge was to enhance Capital One's reputation as a socially responsible company and a digital leader. OUR APPROACH FUTURE EDGE TRANSFORMATION DAY CELEBRITY EXPERT Capital One focuses $150M in community grants and initiatives over five years to help people succeed in the ever-changing digital economy. A launch event celebrating Capital One’s Future Edge commitment. Daymond John, celebrity entrepreneur, served as our launch spokesperson. He was the keynote speaker at Transformation Day, led a mentoring roundtable with the Opportunity Fund Fellows, conducted media interviews, and spread the Future Edge word across his social properties. BURNING GLASS RESEARCH SOCIAL AND DIGITAL CONTENT MEDIA RELATIONS New research commissioned by Capital One and conducted by Burning Glass set the direction and impetus for the Future Edge initiative and served as a news hook with media. Tight media relations led to program coverage at top–tier national and regional outlets. A comprehensive strategy completed the Future Edge storytelling through owned and partner channels. This approach resulted in some great coverage, and was even recognized by our friends at the White House – you may be familiar with one these individuals… FUTURE EDGE LAUNCH HIGHLIGHTS WHITE HOUSE As part of President Obama’s TechHire initiative announcement, Future Edge was mentioned in the President’s speech and cited in the White House press release. “Companies like Capital One are going to help recruit, train, and employ more new-tech workers, not out of charity but because it’s a smart business decision.” - President Barack Obama From the White House Blog: “Private sector leaders are announcing new tools and resources to encourage and expand continued innovation in technology training, with a focus on reaching under-served populations. For example, Capital One, through its FutureEdge initiative, will help to increase tech skills and hiring, while providing support tailored to the needs of local communities.” From White House press release: “Capital One, through its Future Edge initiative, a $150 million effort that will help increase tech skills and hiring, will collaborate with [email protected] to provide support tailored to the needs of communities.” TRANSFORMATION DAY “Future Edge is cutting edge” We announced and celebrated the launch of Future Edge on March 5 at the General Assembly headquarters in NYC with digital thought leaders like Daymond John, mogul and star of ABC’s Shark Tank; David Wilkinson, Director of the White House Office of Social Innovation; and Kristen Titus, Founding Director of NYC Tech Talent Pipeline – to name a few. “This is the kind of effort that the President had in mind when in his State of the Union address he called on the private sector to connect middle-class Americans with technology jobs.” David Wilkinson Director of the White House Office of Social Innovation Jake Schwartz CEO and Cofounder of General Assembly “We’re excited to be working with Capital One on this initiative… They are truly on the cutting edge of thinking about the digital skills gap.” MEDIA HIGHLIGHTS Since the Future Edge launch, we’ve seen great coverage. CAPITAL ONE PUTS MONEY WHERE ITS MOUTH IS WITH TECH SCHOLARSHIPS MONEY $23.76 TECH SCHOLARSHIPS “While companies are certainly in a tech-employment pinch, and pretty much have to hire tech staff from elsewhere, the real solution–for economic and corporate health–is to create an educated, trained, employable American tech workforce. Therefore, Capital One is to be applauded for putting $150 million against that goal, as part of its Future Edge program.” - MediaPost Daymond John appeared on CNBC’s Squawk Box to discuss the digital skills gap and his involvement in Capital One’s Future Edge initiative. RICH FAIRBANK Quote from press release: "Technology is 158,179,457 TOTAL MEDIA IMPRESSIONS dramatically changing the way we live and work. Helping people become more digitally fluent is essential for American workers and our economy. There is an insatiable demand for great technology talent as the rate of change across industries continues to accelerate. Capital One's Future Edge initiative will help motivated individuals build the skills required to succeed in the digital world. We are excited about TechHire and the opportunity, with Future Edge, to support the President's efforts to expand the talent pipeline for 21st century jobs." - Richard D. Fairbank, Capital One's Founder and Chief Executive Officer TWITTER BUZZ BY THE NUMBERS We launched a new Twitter handle, @YourFutureEdge, and grew our follower base 12.2% in less than two weeks. We also retrofitted our Investing for Good microsite and Facebook page to reflect our new Future Edge initiative. Capital One was able to increase our share of voice in traditional media and social media among banking competitors on topics related to the digital economy (e.g., digital skills, digital workforce) from 1% pre-launch to a dominating 76% post-launch. SOV l Pre-campaign Launch BB&T 0.0% Bank of America 2.0% TD Bank 0.5% PNC 0.5% Sun Trust 54.0% Wells Fargo 4.0% Chase 38.0% Capital One 1.0% Frost Bank 0.0% SOV l Post-campaign Launch Bank of America 3.0% Sun Trust 7.0% BB&T 0.0% PNC 0.5% TD Bank 1.0% Wells Fargo 5.0% Chase 7.0% Frost Bank 0.0% Capital One 76.5% COF ASSOCIATES Here’s what our associates are saying about Future Edge: “This is awesome! I am proud to work in a company that is dedicated to serving America's workforce! I look forward to learning the ways we as associates can contribute!” “Really exciting news. Makes me proud to work for Capital One!!” – Jeff Hansen “A valuable, *much needed* initiative. Very exciting to hear the President mention Capital One in conjunction with this program!” –Maria Fafard – Rhoderick Ramsey V AND THIS IS JUST THE BEGINNING… We’ll continue to produce digital and social Future Edge content and conduct national and regional media relations—all while we prepare for a couple of big announcements. SparkPlug This spring, with our Spark partners, we’ll launch our support of BusinessAdvising.org— an online platform that connects small businesses with mentors. RockIt In the fall, we’ll partner with The Garage to launch a new app that will help kids learn financial literacy skills by managing a rock band. Future Edge Other initiatives currently underway include: a video content series, a blog series, an NYC media tour, and a second wave of research, this time regional, on the digital skills gap.
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