Study Jams!


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DMEF Collegiate Competition for StudyJams Scholastic

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Study Jams!

  1. 1. H.U.G.E–HelpUsGiveEducation<br />Kate Critz<br />Erika Curtin<br />Amanda Sanford <br />
  2. 2. Mission<br /> “Scholastic, the global children’s publishing, education and media company, has a corporate mission supported through all of its divisions of helping children around the world to read and learn. Recognizing that literacy is the cornerstone of a child’s education, personal and cultural growth, for over 87 years, Scholastic has created quality products and services that educate, entertain, and motivate children and are designed to help enlarge their understanding of the world around them.” <br />
  3. 3. Internal Analysis <br /><ul><li>Founded in 1920
  4. 4. Largest Publisher and distributor of children’s books
  5. 5. 10,000 employees
  6. 6. $2 billion in revenue
  7. 7. Trusted name in learning</li></li></ul><li>SWOT<br />
  8. 8. Competition<br /><ul><li>Human Tutors
  9. 9. Free Online Study Tools:
  10. 10. Fun School by: Kaboose
  11. 11. Club Penguin by: Disney
  12. 12. PPS Kids Play
  13. 13. Sylvan
  14. 14. Kumon</li></li></ul><li>Regulatory<br /><ul><li>Site based on state and national testing standards and operates in a safe, password-protected environment
  15. 15. All materials on the service are owned and controlled by Scholastic
  16. 16. Service and content of StudyJams is protected by the United States, international conventions and all other applicable laws
  17. 17. The Children’s Online Privacy Protection Act (COPPA)</li></li></ul><li>Economic<br /><ul><li>The unemployment rate has reached 8.1%
  18. 18. Expected to reach a high of 10% by next October
  19. 19. Gloomy figures and a national fear of depression guided us to use conservative numbers for subscription estimates</li></li></ul><li>Social Cultural <br /><ul><li>Fertility Rate 2.06 births (2000)
  20. 20. Expected to rise to 2.10 (2008)
  21. 21. Population period for the country in 2005
  22. 22. Area in red shows that for the next nine years the population for 3rd-6th grade students will rise</li></li></ul><li>Technology<br />Computers and the Internet:<br /><ul><li>Are installed in nearly all public schools, as well as the majority of households that have children
  23. 23. Provide the ability to improve accessibility to information
  24. 24. Help get tasks done more quickly
  25. 25. Facilitate communication
  26. 26. Provides unlimited learning
  27. 27. Helps students gain experience with technology</li></li></ul><li>Target Market<br /><ul><li>Teachers of grades 3-6
  28. 28. Parents of children grades 3-6</li></li></ul><li>Research Methods<br />Survey<br />
  29. 29. Research Findings<br />Frequency Distributions:<br />This graph shoes that 100% of our surveys completed were completed by parents of children. All of the surveys were completed by parents who have at least one child in third, fourth, fifth or sixth grade. <br />Requesting how many children the surveyor has is a factor for us in promoting the family package. It is notable that 40% of our respondents have three children; which is ideal for the family package. <br />
  30. 30. Research Findings<br />This graph shows that 53.3% of parents state that their child(ren) are having or have had trouble in math and or science.<br />This graph shows that 90% of respondents would consider getting help if their child was struggling in math and or science.<br />
  31. 31. Research Findings<br />This graph shows that 86.7% of respondents would go to a tutor for help.<br />This graph shows that 43.3% of parents would look to an online learning program for help.<br />
  32. 32. Research Findings<br />This graph is notable because it shows that 56.7% of parents would be willing to pay whatever it takes to provide the help their child needs. <br />This graph shows that 96.7% of children use both computers and the internet on a regular basis. <br />
  33. 33. Research Findings<br />This graph shows that 80% of parents would be willing to purchase and online interactive math and science study tool. <br />This graph shows that 86.7% of parents would go to teachers for information regarding their children.<br />
  34. 34. Research Findings<br />This graph shows that 93.3% of respondents use Google as their primary search engine. <br />This graph shows that 46.7% of our respondents have a facebook. <br />
  35. 35. Media Vehicles<br /><ul><li>Dimensional Mail
  36. 36. Internet Marketing
  37. 37. Google Ad Words
  38. 38. iVillage
  39. 39. Viral Marketing
  40. 40. Facebook
  41. 41. E-Mail
  42. 42. Sweepstakes</li></li></ul><li>Creative Samples<br /><ul><li>Dimensional Mail
  43. 43. Letters
  44. 44. News Letter
  45. 45. Magnet
  46. 46. Gift Card
  47. 47. Post It
  48. 48. Flyer
  49. 49. E-Mail (2)
  50. 50. Story Board of iVillage Ad
  51. 51. Google Ad Words
  52. 52. Facebook
  53. 53. Blogs</li></li></ul><li>Media Calendar<br />
  54. 54. Positioning Statement<br />Help Us Give Education through our premium interactive web based subscription. In today’s ever-changing technological world our children’s educational experiences are at the mercy of what we provide for them. Make a huge difference in your child’s life today. <br />
  55. 55. BIG Idea<br />H.U.G.E- Help Us Give Education: Through all media and advertisements we have provided a message to show that Scholastic is here to give children foundational elements to lead a successful life. Our campaign theme “HUGE” will be presented in all advertisements to show that Scholastic is here in a huge way. <br />
  56. 56. Line Item Budget<br />
  57. 57. Line Item Budget<br />
  58. 58. Line Item Budget <br />
  59. 59. Line Item Budget <br />
  60. 60. Return on Investment<br />
  61. 61. Return on Investment<br />
  62. 62. Return on Investment<br />
  63. 63. Return on Investment<br />
  64. 64. Success?<br />Measure Success of Marketing Plan Through Implementation of Promotion Codes<br />-TeachHuge<br />-HugeHome<br />Total Subscriptions: 65,530<br />Gross Profit: $4,369,237.51<br />