Media Analysis: RBC's Strategy Targeting Students in Canada

This report analyzes Tara Perkins' article, "School's in, and banks wake up," focusing on the Royal Bank of Canada (RBC) and Toronto-Dominion Bank's (TD) interest in the Canadian student market. It highlights RBC's initiatives like peer-to-peer websites and social media groups to connect with students. The analysis evaluates the media coverage, examining what RBC and The Globe and Mail gain from the story, their target audiences, and whether the media outlet maintains objectivity. It also acknowledges the obligation of news media to present information appealing to their audience, potentially influencing the slant of reported facts. The report concludes by referencing the original article by Perkins and related RBC news release.

Running head: SCHOOL'S IN, AND BANKS WAKE UP
SCHOOL'S IN, AND BANKS WAKE UP
Name of the Student:
Name of the University:
Author note:

1SCHOOL'S IN, AND BANKS WAKE UP
The article “School's in, and banks wake up,” is written by Tara Perkins. This article
is all about why the Canadian banks, with a special reference to Royal Bank of Canada
(RBC) and Toronto-Dominion Bank (TD) are attracted towards the Canadian student market
in the recent years. It has been seen that a huge number of Canadian children in between the
age range of 15 to 20 open their first bank account. RBC has also launched its very own
sponsored group and RBC campus connection for the university-going students on the social
media platform as the modern youngsters highly use the social networking websites.
Perkin is reporting on the subject of teenagers beings the customers of RBC bank of
Canada. The main elements that are reported are many. RBC has implemented its new peer-
to-peer website. Also, it has been claimed that about 44% of the Canadians hold an account at
the bank at which they opened their first account (Perkins, 2007). With the same, RBC has
also launched its own sponsored group and RBC campus connection for the university or
college going students. Moreover, apart from this, the TD Bank has also created one
Facebook group. It has also been claimed by the Judy Murchison, RBC's director of marketing
strategy for the student market that most of the students in Canada are too intimidated to walk
into a branch and, for instance, ask for a loan. As the story got covered, RBC got a significant
attention from the Canadian population being the bank that fits to each and every life style.
People and students have become widely aware of this fact that this bank is providing
significant chances for the youngsters to start saving their money, have credit cards and gain
loans. The main communication channels used in this article is that of the newspaper, reports
and Facebook posts. The Globe and Mail has got a good attention from the Canadian public.
Especially the parents have become more conscious regarding this fact and they must be
thankful to the Globe and Mail team to let them aware of this. There might be several parents
who do not even know that their children possess credit cards and they have opted for loan.
The Globe is trying to reach the younger as well as the older audiences and they are doing so

2SCHOOL'S IN, AND BANKS WAKE UP
by shedding light on some of the facts and figures in relation to the subject. This media outlet
is not simply a mouthpiece for the company. It is highlighting on one of the most significant
aspects of the contemporary life of the people. It has maintained objectivity and fairness by
citing some relevant data and at the same time, also is reflecting the popularity. However, it is
also to note that most of the news media have an obligation for presenting the news in a
manner that would appeal to their targeted audiences. This often would present themselves in
the facts that are being reported with conservative slant on the basis of the audience.

3SCHOOL'S IN, AND BANKS WAKE UP
References:
Perkins, T. (2007). School's in, and banks wake up. Retrieved from
https://www.theglobeandmail.com/report-on-business/schools-in-and-banks-wake-
up/article18144374/