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“Live Simplii” Growth Strategy
Project Type
Business Case
Date
June 2024
Location
Vancouver, BC, Canada
Client
Skills/Tools Used
Time Management, Critical Thinking, Data Analysis, Data Visualization, Presentation, Research/Canva, Excel
Outcome
Earned a place as one of eight members on the Academics Team representing University Canada West in the case competition at the BC MBA Games 2024.
Reflection
1. Acquired skills in time management and developed a viable solution within 48 hours.
2. Explored how to utilize knowledge from the Accounting and Finance Management class to allocate the budget while aligning it with a marketing strategy.
3. This experience also offered insights as a marketing consultant addressing customer issues, despite my history of working exclusively in-house in marketing roles.
This project was developed as part of the BC MBA Games 2024 Case Competition and responds to Simplii Financial’s challenge: How to acquire one million new Cash Back Visa cardholders by 2029 while keeping the cost per acquisition under $200.
Inspired by a deep understanding of Gen Z and young Millennials' behaviors, I developed a bold yet practical multi-phased strategy titled “Live Simplii”—a campaign that repositions Simplii as more than a bank: a minimalist, empowering lifestyle brand.
Key innovations include:
- Digital Acquisition Optimization through smart referral programs, influencer-driven content, and AI-powered personalization.
- Enhanced Value Proposition with tailored cashback incentives for students, global money transfers, and study-related perks.
- Strategic Partnerships with universities, lifestyle brands, and retail partners (e.g., Amazon, Costco) to expand reach and relevance.
- Pop-up events and sponsorships targeting high-traffic campuses and lifestyle venues.
- A national roll-out roadmap with financial projections showing milestone growth from 65K to 300K new cards/year by 2027.
This solution blends customer journey mapping, digital innovation, and financial modeling, all rooted in the needs and habits of Canada’s digitally native youth. The proposal positions Simplii to lead in the future of banking by turning everyday moments into opportunities for meaningful financial engagement.
