KU Memorial Unions Plansbook


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A professional plansbook given to KU Memorial Unions Fall 2009 during a Strategic Campaigns course through the University of Kansas

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KU Memorial Unions Plansbook

  1. 1. Presented by The Hi5 Agency Matthew Destache Claire Hodson Megan Johnson Sara Kiszka Alexander Reinhard Kara Schwerdt
  2. 2. Table of Contents Acknowledgements 3 Executive Summary 4 Situation Analysis Client 5 Industry 11 Competition 14 Consumer 18 Research 21 Research Plan 22 Secondary Research 23 Primary Research 26 One-on-Ones 28 Focus Groups 32 Survey 38 SWOT Analysis 54 Campaign Objectives 60 Strategic Recommendations 61 Target Audience 62 Marketing Mix 63 Product Improvements 64 Price & Place 68 Promotion 70 Advertising 73 Advertising Budget 82 Public Relations 83 Sales Promotion 88 Media Plan 94 Campaign Budget 95 Final Thoughts 96 References 97 Appendix 105
  3. 3. Acknowledgements After a long and much-appreciated journey, group Hi5 would like to kindly thank everyone who helped contribute to the success of this campaign. We would first like to thank David Mucci and the KU Memorial Unions Corporation for allowing us to put our knowledge to the test and for the chance to share our research and thoughts on the continuing growth of the Kansas Union. Every step throughout this campaign has been an immense learning experience and we could not have asked for a more respectable and enjoyable client. This success of this campaign is contributed to the help from Mike Reid, Valerie Coyle and Shant Thomas. Each set aside time in their busy schedules to answer any questions we had and to meet with us regarding both our struggles and ideas. Without them, our campaign would not have been possible. The amount of research needed to make this campaign the best it could be could not have been done without the multiple students who took time out of their day to fill out surveys, contribute to focus groups, and participate in one-on-one interviews. We very much appreciate all the feedback and ideas that they have given us. The survey section of our campaign could have been a long and wearing process, which is why we feel genuinely obligated to thank Mickey Waxman. He helped us complete and professionalize our research with the intricate SPSS software. Finally, we would graciously like to thank Professor Bengtson. He positively supported us in all of our ideas and gave us the confidence and wisdom to bring together an innovative and successful campaign. His leadership and guidance was ultimately the foundation of this campaign. Again, we thank everyone who helped us along the way and look forward to hearing feedback on our campaign. We hope that our ideas may be considered to be a part of the success and 3 continuing strength of the Kansas Union.
  4. 4. Executive Summary The Kansas Union established itself as a campus entity after students initialized a plan in 1919 to commemorate deceased KU students who had fought in World War I. After its completion in 1934, it became “the living room of campus,” to University of Kansas students and faculty, as well as Lawrence residents. The building has grown to encompass an array of services and amenities for convenient student use. The Kansas Union provides more than 20 opportunities for students to fulfill their basic needs, including financial institutions, student group offices and computer labs, in addition to the more popular destinations of The Market and KU Bookstore. Many competitors are situated around the Kansas Union and maintain a constant threat to its business. However, the Kansas Union is a one-of-a-kind establishment in Lawrence and should showcase its many options to the public as an alternative to traveling from place-to-place. Hi5 identified the overarching problem facing the Kansas Union is an inconsistent relationship with students, leading to low awareness of amenities and false perceptions. Through in-depth primary research, including one-on-one interviews, focus groups and survey analysis, our agency has developed a campaign to strengthen this relationship. Through our primary research, Hi5 found that University of Kansas students consider Kansas Memorial Unions, especially the Kansas Union, as an expensive, last resort destination for specific needs. Students rarely spend free time in the Kansas Union, and the majority has a particular reason for visiting the Kansas Union. Hi5’s overall goal is to reposition the Kansas Union as a student-friendly, cohesive venue that holds multiple resources to fulfill daily needs. Our three objectives for this campaign are to increase foot traffic in the Kansas Union by 20 percent, to amplify student participation in Kansas Union events by 10 percent and to raise overall Kansas Union revenue by 10 percent. Our agency’s campaign is designed to entice students to visit the Kansas Union more often by evoking curiosity as to what it offers. To achieve our objectives, Hi5 recommends a variety of public relations, advertising and sales promotions, including a poster campaign, design contest and loyalty program, among others. Although these ideas address different aspects of Kansas Union operations, Hi5 strongly believes that all of them will be beneficial to the Kansas Union’s success as a whole. Our campaign will unite the Kansas Union and allow students to seek and discover all the services it offers. The strongest indicator of our campaign’s success will be an increase in overall foot traffic throughout the Kansas Union, as well as increased participation in Kansas Union events. We present this campaign not only to maintain and increase customers, but also to create a brand image Kansas Memorial Unions can be proud of. 4
  5. 5. Client 5
  6. 6. Client After many KU students gave their lives to fight in World War I, the idea of a memorial union was initialized in 1919 by University of Kansas students, faculty and staff. Though the official completion was not until 1934, the Union consisted of a cafeteria, ballroom, lounges and a student activity office. The Kansas Union continues to leave its mark as one of the oldest unions west of the Mississippi River today. The board of directors that governs the KU Memorial Unions Corporation is made up of 50 percent students, and 50 percent staff, faculty and alumni, who then report through the vice provost for Student Success. The University of Kansas Memorial Corporation prides itself on being a non-profit organization, with earned profits returning to KU students. The corporation is responsible for the Kansas Union, Burge Union and Jayhawk Central on KU's Edwards campus. The Kansas Memorial Corporation also manages Student Union Activities, KJHK Radio, KU Dining Services, KU Bookstores, Jaybowl, campus convenience stores and KUHistory.com. The Kansas Union strives to provide students with a place to relax, creating a "living room" environment for students to feel at home. Approximately 1,018,000 consumers visit the Kansas Union per year, while 320,000 visit the Burge Union. 6
  7. 7. Client Services and Amenities The Kansas Union operates 7 a.m. to 11 p.m. Monday through Friday and on weekends from 12 p.m to 11 p.m. The Kansas Union leases space to several private operations, including The Market, Milton’s, Pulse, KU Bookstores, FedEx, Salon Hawk, Commerce Bank, Legal Services for Students, Career Services, KU Card Office, Student Leadership and Involvement, and the KU Information Center. The Union also provides room reservations and catering options for the 8,000 meetings it hosts per year. Together with the Burge Union, approximately 211 programs are provided to 55,626 users each year. The Unions also offer several media services to enhance any meeting for its users. KU Bookstore The KU Bookstore is essential for the growth and maintenance of the Kansas Union. With $14 million in sales each year, the bookstore contributes to the sustainability of the Union. Not only does the bookstore sell textbooks, but it provides a wide variety of KU merchandise as well. Students are given the opportunity to purchase their textbooks at the store itself or pre-order online in order to avoid lines. At the end of each semester, students can sell back their textbooks to the Bookstore and receive a return profit for doing so. The KU Bookstore is open Monday through Friday from 8:30a.m. to 5:30p.m. Weekend hours include Saturdays from 10 a.m. to 5 p.m. and Sundays from 12 p.m. to 5 p.m. Dining Another important element of the Kansas Union is the dining services provided. The Kansas Memorial Unions Corporation makes $14 million in sales from its dining services each year. Dining services include The Market, The Underground, Crimson Café, Milton’s, all Pulse coffee shops and Hawk Shops. Dining services are conveniently located throughout campus, providing students with a place to stop and eat. 7
  8. 8. Client The Market The Market is open Monday through Thursday from 8 a.m. to 5 p.m. and Friday from 8 a.m. to 4 p.m. The Hawk Shop The Hawk Shop is open Monday through Friday from 7 a.m. to 11 p.m. On weekends it is open on Saturday from 8 a.m. to 11 p.m. and on Sunday from 12 p.m. to 11 p.m. Pulse Pulse is open Monday through Thursday from 7:30a.m. to 7 p.m. On Friday, it is open from 7:30a.m. to 6 p.m. and on Saturday from 9 a.m. to 3 p.m. Pulse is closed on Sunday. Milton's Milton's is open Monday through Thursday from 7 a.m. to 7 p.m. and on Friday from 7 a.m. to 5:30 p.m. SUA Student Union Activities is a student group that provides exciting and fun activities for students involved in the group. The organization has many entertainment options for students to enjoy, including movies, bowling and concerts. More specifically, SUA continues to support the following activities: comedian performances, Project Runway and Wheel of Fortune. Members of SUA receive coupons and discounts on many university functions for a $30 joining fee. The SUA office is open Monday through Friday from 8:30a.m. to 5 p.m. Commerce Bank Commerce Bank is conveniently located in the Union for students who are customers of the Lawrence-based bank. Commerce Bank also provides an ATM and is great for students who don’t have time to go off-campus to get money. Commerce Bank is open Monday through Friday from 8:30a.m. to 4:30p.m. 8
  9. 9. Client Harris Computer Lab The computer lab on the 4th floor of the Kansas Union provides students with another resource on campus. Harris Computer Lab is an alternative source for students when other labs on campus are over-crowded. The computer lab is open Monday through Saturday from 8 a.m. to 11 p.m. It is open on Sundays from 12 p.m. to 11 p.m. KU Card Center Student identification cards are distributed by the KU Card Center during New Student Orientation. Lost or stolen KU cards can also be replaced at this location. The KU card center is open Monday through Friday from 8 a.m. to 4:30p.m. Fed Ex/Kinkos Fed Ex/ Kinkos is available for students to mail packages or print and copy documents. These services are great for students that don’t have access to off-campus locations. Fed Ex/Kinkos is open Monday through Thursday from 9 a.m. to 6 p.m. and on Friday from 9 a.m. to 5 p.m. Jaybowl Jaybowl is a great place for students to go to relax and have fun, especially for those who don’t have a car and can’t go off campus to seek entertainment. Jaybowl is open Monday through Thursday from 10 a.m. to 10 p.m. and on Friday from 10 a.m. to 1 a.m. Weekend hours include Saturday from 12 p.m. to 1 a.m. and Sunday from 12 p.m. to 8 p.m. Salon Hawk Salon Hawk provides students without a car the ability to get quality salon services on campus. Salon Hawk is open Monday through Friday from 9 a.m. to 9 p.m. and is closed on weekends. 9
  10. 10. Client Location/Contact Kansas Memorial Union 1301 Jayhawk Blvd., Lawrence, KS 66045 (785) 864-4651 Burge Union 1601 Irving Hill Rd., Lawrence, KS 66045 (785) 864-0385 Jayhawk Central at KU Edwards Campus 12600 Quivira Rd., Overland Park, KS 66213 (913) 897-8580 10
  11. 11. Industry 11
  12. 12. Industry Bookstores Kansas Memorial Unions belongs to a unique industry that doesn’t fit into one business category; rather, it contains various components that touch on different sects. The majority of the Union’s profits (about 65%) come from dining services and bookstore sales. Comparing and analyzing each of these components provides useful information for understanding the industry as a whole. The Kansas Bookstores belongs to the National Association of College Stores (NACS), which operates 3,100 college bookstores across the U.S., Canada and 34 other countries. The NACS supplies products and services to colleges that choose not to operate independently. The organization helps maintain control of store operations such as merchandising, record keeping and management. Many schools have noticed increased online sales through the bookstore’s Web site. While the percentage remains statistically modest, the numbers continue to grow each year. Gross sales from the NACS bookstores during the 2007-2008 fiscal year equaled approximately $3 million, with a large majority of stores having less than $1 million. As networking, technology and the textbook industry develop, college students are provided with more venues in which to purchase course material. Student Watch 2008, Students Buying Habits Revealed provides insight as to where students are purchasing required course material. According to Forrester Research, online textbook sales have dramatically increased into a $3 billion industry since 2003, representing 10-15% of all textbook sales. In the report Annual Benchmark Report for Retail Trade and Food Services by the U.S. Department of Commerce, the average margin for textbooks sales in traditional college bookstores is only about half as much (27.7%) as retail competition (50.4%). 12
  13. 13. Industry Dining Services The Dining Services of the Union belongs to the National Association of College and University Food Services (NACUFS). The organization consists of 625 higher education institutions involved in the professional food service industry. NACUFS assists educational institutions in their food service endeavors by offering networking opportunities, advertising help, national seminar conferences and industry information. Forty percent of NACUFS members reported revenues greater than $5 million last year; 34 percent had revenues between $1 million and $5 million and 19 percent less than $1 million, giving NACUFS members $1.7 million in purchasing power. 13
  14. 14. Competition 14
  15. 15. Competition: Direct Local Bookstores Considering KU’s large student population, purchasing textbooks are at a premium, and local competition is consistently strong. Competition includes local bookstores such as University Book Shop, Beat the Bookstore and Jayhawk Bookstore. Example: Jayhawk Bookstore Known for its catchy jingle, Jayhawk Bookstore (JBS) has been the KU Bookstores’ main competitor since its establishment in 1977. It sells similar products to the Union Bookstore, including textbooks, academic supplies and KU merchandise. An average T-shirt from Jayhawk Bookstore ranges from $10.95 to $20.95 with about 30 different styles offered. In comparison, the Union has about 60 different varieties of T-shirts ranging from $9.99 to $21.99. University of Kansas students hold the perception that JBS has a more convenient location than the Union Bookstore and is often associated with University of Kansas, though it is a separate entity. Alternative Merchandise Locations Students, faculty and Jayhawk fans can purchase KU merchandise from local discount stores such as Jock’s Nitch, Target, Wal-Mart and local grocery stores. The prices and quality of T- shirts at these stores are lower than at the KU Bookstore. 15
  16. 16. Competition: Direct Online Textbook Purchasing Online textbook purchasing has significantly increased over the past several years because of the rise in college textbook prices. Students have the ability to purchase their textbooks directly from wholesalers, which cuts out shipping costs and in-store mark-ups. Students view online purchasing as a more convenient way of gathering textbooks each semester. A study done by the 2008 Student Watch Report stated that college students currently purchase 24 percent of academic textbooks and supplies online. Example: Half.com The online auction Web site eBay established its subsidiary Half.com on July 11, 2000, as a venue for the buying and selling used textbooks, music, videos and game systems. This site has been particularly popular with college students looking to buy discounted textbooks or sell their old books at a higher price than their local bookstores offer. Users of the site have the ability to buy and sell books for half of the original price. This drastic price-cut creates stiff competition for local bookstores selling books at the least a 25% mark-up. For example, David Shaffer's Social and Personality Development textbook sells for $90 on Half.com, while the KU Bookstore sells it for $166.35. 16
  17. 17. Competition: Indirect E-books In an effort to cut textbook costs and save paper, many colleges have decided to use e-books or online textbooks. Students can download a digital version of a textbook to their computer or Kindle for about half the price of the paper version of the book. General popularity for e-books remains relatively small, only 3 percent of total book sales, yet e-book sales tripled last year, while textbook sales as a whole declined. E-books bought online draw traffic away from the bookstore, which in turn reduces impulse and merchandise purchases. As the popularity of e-books increases with students, so does the interest among publishers. Textbook provider McGraw-Hill Education now has more than 95 percent of its textbooks formatted digitally. The ability to download books straight to an individual’s computer draws money away from textbook distributors straight to the publisher. As the price of textbooks continues to rise, college students look for innovative ways to save money on books while still gaining the information provided by them. Students split the cost of books by sharing one between two or more individuals in a given course. While most students still prefer to buy their own textbooks, book sharing has the potential to cut bookstore profits by 50 percent or more. Local Fast Restaurants With busy schedules and limited budgets, college students are known to be one of the largest consumer groups in the fast-food industry. The abundance of local fast-food restaurants in Lawrence creates a variety of options for KU students to dine, rather than choose to eat on campus. Lawrence currently has more than 100 fast food restaurants available to students; each one promotes quality food, low prices, quick service and convenient location. Many of these restaurants are located near off-campus student housing, keeping them on students’ radar screens. 17
  18. 18. Consumer 18
  19. 19. Consumer Current KU Memorial Unions' consumers consist of a variety of individuals, including KU students, faculty, residents of Lawrence and KU fans. KU Students The total number of students attending KU on the Lawrence campus in the 2009 fall semester is 26,826 and the total number of undergraduate students is 20,550. Currently, KU enrolls 5,465 freshmen, 4,565 sophomores, 4,434 juniors and 5,630 seniors with an additional 456 fifth-year seniors and and undergraduate specialties. The Lawrence campus has a close ratio between male and female students; 50.2 percent are male and 49.8 percent are female. In the fall 2008, semester 26,999 students attended the Lawrence campus, and 4,955 of those students lived on-campus. On-campus housing included residence halls, student apartments and scholarship halls. At this time, 21,964 students lived off-campus. Although this data was based on the fall 2008 semester, the individuals of KU's Office of Institutional Research and Planning said that the data does not tend to differ much year to year. KU students have low incomes and generally have student loan payments while attending college. They spend much of their free time online watching videos, playing games and using social media. These students are very social media savvy, many of them having Facebook and Twitter accounts. KU students are proud to be Jayhawks and support KU in various ways. They attend the University's sporting events and are involved in an assortment of student organizations. There is a niche market consisting of certain students who are very loyal to the Unions; these consumers go to the Union frequently and are avid regulars. This market is very small compared to the number of students who visit the Union one to two times per week. 19
  20. 20. Consumer Faculty The University of Kansas has 1,579 faculty members. This group includes professors, lecturers, librarians and faculty administrators. Like students, KU’s faculty finds themselves on campus at regular times during the week, with frequent breaks in between class time. Many faculty are part of the loyal consumer niche when considering services provided by the Kansas Union. Like students, they are regular consumers of certain services in the Union and visit many times during the week. Residents of Lawrence Lawrence residents consist of a laid-back collection of older, upscale households that are considered "empty-nesters." Most households boast two earners who have well-paying management jobs or own small businesses. Today, these Baby-Boom couples have the disposable income to enjoy traveling and going out to eat. KU Fans KU's fan base includes university alumni, their families and individuals throughout the country who haven't attended KU, yet they are still fans of the school and its athletic programs. This group is very loyal to KU. They proudly wear KU merchandise and often attend athletic events. 20
  21. 21. Campaign Research 21
  22. 22. Research Plan Research for this campaign consisted of several phases, each one building off the previous. Our agency started with secondary research of articles and databases for market trends of textbook sales, promotional programs, the dining service industry and online textbook sales. While gathering secondary information, Hi5 also perused other universities’ Web sites to compare union services with those of Kansas Memorial Unions. Our agency’s findings from the preliminary research provided the basis for the one-on-one interview questions. Students gave us insight as to why they visit the Kansas Union, how often and what they like and dislike about the Kansas Union. The feedback from the one-on-one interviews enabled us to develop a list of topics to touch on during two focus groups. We held a focus group composed of only freshmen to obtain an idea of what perceptions students new to KU have regarding Kansas Memorial Unions. Our second focus group consisted of all upperclassmen in order to discuss how their attitudes have changed over time at KU. Hi5 then constructed a detailed survey from the focus group information to distribute to students throughout campus. More than 200 students filled out the 16-question survey, providing information on Kansas Union usage, current student perceptions, social media use and alternate shopping venues. 22
  23. 23. Secondary Research 23
  24. 24. Secondary Research Social Media Social media Web sites have become increasingly popular to Generation Y. Social media can help provide quality Web site traffic, user behavior, sales tracking, advertising exposure and the ability to promote growing brand awareness. Studies show that 85% of college students have a Facebook account (3.85 million members) and 60% of them visit the site daily. Although Twitter and YouTube are among the popular sites, neither compare to Facebook. Facebook’s monthly views rose above 8% (almost 113 million monthly views) in March 2009, making it the third-ranked Web site on the Internet. Ninety percent of people on Twitter are above 25-years-old, and Twitter’s growth flat-lined in March 2009. In the same month, the number of videos viewed on YouTube increased 15%. Textbook Trends Textbook Exchange Universities have begun to let the textbook trade occur solely between students. In particular, the University of Minnesota Student Textbook Exchange is a free Web site that allows students to sell and buy textbooks directly from other students. Students can create an account, upload their book information, price and contact information. This book is then listed on the Student Textbook Exchange Web site where buyers can view books and contact sellers. All transactions take place directly between the buyer and seller. Outsourcing Management An increasing number of universities have delegated their bookstore management to outside businesses. Specifically, Kent State has allowed Barnes & Noble College Booksellers to make- over their bookstore with its better textbook buyback and online capabilities. Additionally, Barnes & Noble College Booksellers runs more than 600 colleges stores nationwide and guaranteed a college $900,000 with their established retail experience. 24
  25. 25. Secondary Research Discount Programs Universities have realized the extreme cost of textbooks, and some have made a point to lower the cost by creating a discount program for students. Oregon State initiated “Back to Beavs" program, which guarantees discount textbooks, buyback dollars and textbook scholarships. The University of Oregon promotes the “Quack Back Promise,” which provides 10 percent off new textbooks and 32% off used textbooks. University of Arkansas’ bookstore provides C.L.A.S.S., which offers customer appreciation days, special discounts and promotional discounts. American Opportunity Tax Credit The University of Arizona offers the American Opportunity Tax Credit in which full-time students can receive up to a $2,500 tax credit and possibly up to a $1,000 tax refund for purchased course material. The University of Oregon also informs students of the American Opportunity Tax Credit and advises students to keep all their course merchandise receipts. Textbook Rental Programs Textbook Rental Programs allow students to rent new textbooks for a low fee. The students can then return the textbooks in their original condition at the end of the semester for a full refund. Although these programs may seem enticing, they often cause the bookstore to lose money. Because of the high cost of new textbooks, selection is limited and the program has a substantial startup cost. These rental programs are not beneficial to the bookstore, and they do not represent income for the college. Instead, the advantage is solely for the students. 25
  26. 26. Primary Research 26
  27. 27. Primary Research While scouring Web sites of other unions around the country, Hi5 noted that several are moving in the direction of connecting with students by categorizing their different services to fit students’ needs. For example, Kansas State University’s Student Union Web site features the words, “eat, shop, play and meet.” The verbs are actually links to the different K-State Student Union services, which would fall under that particular heading, but also describe the variety of activities students can embark on while there. The University of Colorado also executes this approach, highlighting the keywords, “food, fun, culture, shops and services.” The University of Colorado also executes this approach, highlighting the keywords, “food, fun, culture, shops and services.” Another key difference universities are taking advantage of is event promotion. Schools such as the University of Texas, University of Iowa and University of Michigan use the main part of their union Web site to promote events and activities. The event announcements are the first thing one sees, are all three schools do a good job of drawing attention to those locations, ensuring viewers will see it. After gathering other information along with the above facts, our group decided to conduct one-on-one interviews in order to gain an understanding of University of Kansas students’ feelings about Kansas Memorial Unions. 27
  28. 28. One-on-One Interviews Stage one of the primary research plan consisted of finding an information baseline about the target audience so that our agency would have an appropriate starting point. Hi5 began by forming a brief, six-question interview (See Appendix) that consisted of general questions about Union services. Using it as a guide, we conducted a series of spot interviews with occupants throughout the Kansas Union to discover their behavior and preferences. In addition, a member of our agency traveled to Boulder, Colo., and administered the same interview to 10 University of Colorado students. This information became useful because we were able to see similarities among the students at different universities. 28
  29. 29. Summary of Findings on Kansas Union Why are you here today? While conducting one-on-one interviews for our primary research, we found that most students were there for food. More specifically, they were there for lunch and were utilizing The Market. Others were there to get a coffee at Pulse, and one student was using the union for a student group meeting. How often do you come to the Kansas Union? Most, if not all, students said they visit the Kansas Union between zero and two times a week. What do you typically come to the Kansas Union for? Many of the students said that they come to the Kansas Union for lunch. Another noted that he used the bank and the coffee shop (Pulse). If you could add one thing/service, what would it be? A bigger space on the main floor, a bar, and a movie theater were some of the suggestions that students wanted to add to the Kansas Union. One student responded: "Nothing. It has it all." Where do you most often purchase your textbooks? Out of all the students asked, none said that they purchase their textbooks at the KU Bookstore. One student confided that sometimes he would go there, but it was too expensive for it to be his first choice. 29
  30. 30. Summary of Findings on University Memorial Center (University of Colorado) The following includes summarized information from 10 one-on-one interviews with University of Colorado at Boulder undergraduate students. The interviews were held on Saturday, October 17, 2009, before the KU vs. CU football game. Why are you here today? All of the students were in attendance for the KU vs. CU football game. How often do you go to the Union (University Memorial Center)? Most of the students visit the UMC at least once a week, but would prefer to go to a satellite campus bookstore/food service that is closer to the area of campus where they spend most of their time. What do you typically go to the University Memorial Center for? Food was the main reason why students visited the UMC. Early in their college careers, visits were more often used for purchasing books and meeting friends. The center is located conveniently near the majority of the CU dorms. If you could add one thing (service), what would it be? Answers included: music studio on campus for scheduled student use, a movie theatre with new movies, a bar with a lounge and pool tables for student use, LarkBurger (a local burger restaurant), go-karts and miniature golf. Where do you most often purchase your textbooks? Most of the students used to buy them at the University bookstore but now go online. Those who had more expensive books, for example biology majors, would buy the more expensive textbooks online, even if it would take two weeks to get them. 30
  31. 31. Conclusion on One-on-One Interviews While the above information is very valuable to our campaign, our agency really wanted to gain more insight into students’ perceptions. We saw that students at both universities viewed their union as a wonderful eating location, but what about the other services inside? Focus groups were the next step our agency took to uncover why many Kansas Union amenities were going unused. What other things did students feel needed to be fixed? 31
  32. 32. Focus Groups Hi5 held two focus groups to better understand students’ perceptions of the Kansas Memorial Unions. We wanted to understand how students felt about the KU Memorial Unions in order to discover the best avenue of improvement. We also wanted to discover students’ awareness level on the Kansas Union’s variety of services. From the two focus groups, we hoped to extract basic opinions about Kansas Memorial Unions and its services. Our agency hoped to incorporate different methods to understand its reputation and identify students’ values. 32
  33. 33. Focus Group #1: Freshmen Thursday, October 1, 5:30 p.m. at The Market, Kansas Union We interviewed five freshmen for the first focus group. The participants live in Oliver Hall and visit the Kansas Union occasionally. These are our findings: Question-and-answer This first section of the focus group was to gauge the overall feelings regarding the Kansas Union. Our agency discovered that our participants went to the Kansas Union about two or three times a week, mostly for food. Some of the students liked to go to the bookstore for KU merchandise and praised “Touchdown Tuesday” as a worthwhile promotion. Awareness A low awareness existed among the freshmen participants regarding the variety of services offered in the Kansas Union. Some of the locations, including the Burge Union, Harris Computer Lab and Salon Hawk, were completely unknown to the students, while Commerce Bank and the KU Bookstore were visited quite often. Feedback Hi5 introduced some ideas to the participants in order to receive some type of reaction. We received lots of positive feedback about pre-ordering textbooks and a loyalty program. We also discovered that the bus wasn’t accessible for Oliver Hall residents and all five of the students said they walked to class. Word Association We recited several terms that are central to the client and industry, in order to gauge the students’ initial responses. The word “Union” elicited answers such as “big” and “just books and food.” The Market generated responses like “good food,” but “out of the way.” 33
  34. 34. Focus Group #1: Freshmen Characteristic Analysis We proposed different pairs of adjectives asking the students to pick the one they felt was more important. The comparison of convenience and price resulted in the participants selecting price as the more important of the two. The comparison of social and educational resulted in the participants selecting social, proving they would rather do something fun than educational at the Kansas Union. Conclusion: From this focus group, we learned that the Unions are valuable to students but are located in an inconvenient area. Inside the Kansas Union, The Market and the KU Bookstore are the most popular places; also, the fact that KU Memorial Unions returns all profits to students is an important aspect that needs to be magnified. 34
  35. 35. Focus Group #2: Upperclassmen Thursday, October 22, 5:30 p.m. at The Market, Kansas Union We interviewed 10 upperclassmen for our second focus group. We used the same format as in the first focus group. Here are our findings: Question-and-answer Hi5 discovered that the upperclassmen go to the Kansas Union about once or twice a week, mostly for food and textbooks. The participants said the Kansas Union should add a recreation room, with pool tables, arcade games and televisions. Awareness Our agency found there are strong similarities regarding awareness between freshmen and upperclassmen. As with our first focus group, we found that the upperclassmen are unaware of certain services, including the Harris Computer Lab, Salon Hawk and Milton’s. The Market and the KU Bookstore are used most often; however, the KU Bookstore is used mostly at the start of semesters. Another important thing we found was a low awareness for certain services’ locations. One participant even stated that he had no idea where the SUA office was located. Awareness about the Union’s profits going back to students was also low among upperclassmen. The participants stated that they would have gone to the KU Bookstore in the past if they had known. Feedback After pitching a few different promotional ideas to the upperclassmen, our agency discovered the need for initial incentives in specific programs and events. Also, all of the participants responded positively to a way to gain more knowledge about services at the Kansas Union, such as an online directory or map. 35
  36. 36. Focus Group #2: Upperclassmen Word Association Hi5 followed the same process as the first focus group, asking participants for immediate reactions to particular words. The word “textbook” produced responses like “expensive” and “avoid buying.” The word “promotion” elicited the response “free, with a catch.” Characteristic Analysis The comparison of convenience and price resulted in the upperclassmen deciding price was the more important of the two. The pair of social and educational resulted in a spilt among the participants. Half said educational was more important, the other half said social. Conclusion From this focus group, we learned that even after attending the University of Kansas for a few years, upperclassmen still maintained low awareness of the Union’s services. Although The Market and KU Bookstore are still the most popular services in the Union, other services still remain unknown. 36
  37. 37. Memorable Testimonials from Focus Groups “It took me three years to find out what all was in the Union.” – Focus group #2, senior participant “I don’t know where SUA is.” – Focus Group #1, Freshman participant "I didn't know [profits] were going back to students; they should stress that more." – Focus group #1, freshman participant “The Union is too far away.” – Focus group #1, freshman participant “I had no idea there was a computer lab at the Union!” – Focus group #2, senior participant 37
  38. 38. SPSS Analysis 38
  39. 39. Survey At Hi5, we constructed a detailed survey in order to extract the maximum amount of relevant information from the target audience. After compiling secondary research, one-on- one interview data and focus group data, our agency selected several specific topics to dive deeper into, and really find out the campus perceptions of the Kansas Union. We created a 16-question survey, and distributed it to about 200 University of Kansas students. After gathering the completed surveys and analyzing the answers through a statistical program SPSS, we were able to portray our survey findings in a clearer form than numbers and percentages. The results are seen as such: 39
  40. 40. Kansas Union Destination Commerce Bank Hawk Shop 22.9% 13.3% KU Bookstore 6.0% The Market Other 23.5% 34.3% Source: Hi5 Research The pie chart depicts the immediate destination of students when going to the Kansas Union. The results indicated that both The Market and the KU Bookstore are favorite destinations, combining for 57.8 percent of the response. Other was the third most popular answer with 22.9 percent, further underscoring the wide variety of Kansas Union services. (Chart #1) 40
  41. 41. Perception of What Happens to KU Memorial Unions’ Profits 10.1% 16.6% Athletic Department Back to KU students KU Endowment 21.3% University 29.0% maintenance Other 23.1% Source: Hi5 Research The distribution above shows what students believe happens with the Kansas Union’s profits. As you can see, there is an extreme disparity among student opinions, with only 21 percent understanding that Kansas Memorial Unions’ profits return to students. (Chart #2) 41
  42. 42. Campus Service Usage (on average) Source: Hi5 Research The graph displays the frequency with which students utilize the variety of services offered at the Kansas Union. Students were asked to rate the services based on their overall usage using the following options: never, rarely, sometimes, often and everyday. The graph shows five services with an average rating better than 2, or ‘rarely’. These services include the Underground, KU Bookstore, the Market, ATMs and Hawk Shop. (Graph #1) 42
  43. 43. Social Media Usage 11.4% 1.6% Facebook 7.1% LinkedIn MySpace 4.3% Twitter Other 75.6% Source: Hi5 Research The graph above represents the percentage of students who utilize social media and which particular Web sites they are a part of. More than 75 percent of the students surveyed are a part of the Facebook network. We also understand that only one in four students use a social media Web site other than Facebook. (Chart #3) 43
  44. 44. Why Do Students Use Social Media? Connect with friends 2.4% 3.0% Networking 17.1% Seek information/news Seek promotions Other 56.2% 21.3% Source: Hi5 Research The pie chart breaks down the different motives that students have when logging onto a social media site. The main reason for social media use is to connect with friends, as more than 56 percent of the survey respondents selected this option. Networking placed second, with more than 21 percent, while 17.1 percent used social media to seek information. (Chart #4) 44
  45. 45. Social Media Frequency 90 Once a month 80 Once a week 70 Once a day 60 50 More than once a day # of 40 students 30 20 10 0 Facebook LinkedIn MySpace Twitter Social Media Source: Hi5 Research This shows how often students are signing onto a particular social media Web site. There is a dramatic indication that students are using Facebook one or more times per day. (Graph #2) 45
  46. 46. Visits to the Kansas Union per Week 60 Freshman 50 Sophomore Junior 40 Senior % of 30 students 20 10 0 Zero 1 to 2 3 to 4 5 to 6 More than 6 Frequency Source: Hi5 Research The graph depicts the number of times students visit the Kansas Union per week, broken down by class. The visits are heavily weighted between zero and two times per week amongst all classes. Based on this graph, it would seem that there are few loyal student customers who frequent the Kansas Union more than six times a week. (Graph #3) 46
  47. 47. How Do You Hear About Kansas Union Events? Friends/word-of-mouth 6.9% Posters 12% UDK Advertisements 35% Web site/E-mail Other 21% 25% Source: Hi5 Research The chart shows the different ways in which students discover particular events being held at the Kansas Union. Word-of-mouth accounted for 35 percent of the students’ information source, while 46 percent responded to campus advertising, including posters and ads in The University Daily Kansan. (Chart #5) 47
  48. 48. Competition Analysis The following set of three graphs represents the percentage of surveyed students who travel to particular locations instead of the Kansas Union. The first graph shows student preferences when seeking books or merchandise; the second displays food alternatives; and the third highlights the most popular places to go when breaking between classes. 48
  49. 49. Alternative Books & Merchandise Consumption 60 54.2% 50 40 30 % of 18.3% students 20 16.7% 8.3% 10 2.5% 0 Alternate area Discount store Grocery store Online Other bookstore Location Source: Hi5 Research The graph represents the percentage of students who travel to particular locations in search of books and merchandise. Alternative area bookstores are the most popular option, attracting more than 54 percent of students. Notice the amount of students who go online to purchase books or merchandise is surprisingly near the bottom, at 16.7 percent. (Graph #4) 49
  50. 50. Alternative Food Consumption 45 38.3% 40 35 30 25 20.1% 19.7% 18% % of 20 students 15 10 4.2% 5 0 Dining Home Off-campus The Other Services restaurant Underground Location Source: Hi5 Research This graph presents the different food options students choose over the Kansas Union. Although more thaan 38 percent said they would prefer to return home for food options, an almost equal number said they would utilize University food services. (Graph #5) 50
  51. 51. Where Students Spend Breaks Between Classes 45 41% 40 35 31.3% 30 25 % of 20 students 12% 15 8.8% 10 6.8% 5 0 Home Library Outside Wescoe Beach Other Location Source: Hi5 Research This graph represents the places students prefer to spend time in-between classes, as opposed to the Kansas Union. More than 72 percent responded with going either home or to the library during their breaks. (Graph #6) 51
  52. 52. Convenience, Price, Availability, Location Our agency asked survey participants to rate in terms of importance four specific characteristics that we thought were central ideas to the Kansas Union. The following four pie charts represent the students’ responses, with five being a rating of very important and one meaning not important. Source: Hi5 Research 52 (Chart #6)
  53. 53. Open-Ended Responses Hi-5’s survey contained two open-ended questions to enable participants the opportunity to voice their opinions. Our agency received a variety of input that helped shape our campaign. Similar to the focus groups, low awareness and misperceptions appeared as common themes. When students were asked what they would change if given the opportunity, we noted that many suggestions were to add services that were already available. Price concerns also arose as a recurring response on the survey, despite the Market and coffee shops maintaining competitive prices. Location was proven to be a common deterrent to visit the Kansas Union. Hi-5 gathered an abundance of additional insight listed below. Testimonials Question: If you managed the Kansas Union, what is the first thing you'd change? "I would make it more KU specified, more fun and more student-oriented." "I like the Union, but it is over-priced a bit." "I would hold events or post ads that tell what the Union has to offer so that students and staff know more about the Union and the areas it has." "I'd have the Market open later." "I'd serve beer at the Jaybowl.” "More food selection." "The burritos aren't very good." Question: Why do you prefer other places to the Kansas Union? "It's cheaper to eat at home, I live right off campus." "The closer location to my classes." "These places are more convenient for what I'm doing at the time." "Other places have more stuff." "Dillon’s is right by my house." 53
  54. 54. SWOT Analysis 54
  55. 55. SWOT Analysis Strengths Weaknesses •Variety of services in Kansas Union •Low Awareness •Student Organizations •Perception •Profits go back to students •Location •Social Media Clutter Opportunities Threats •Unifying Social Media •Other area bookstores •KU Memorial Union facilities •Online •Athletics •Confusion with competition 55
  56. 56. Strengths Kansas Union has a variety of services offered to students. The two best known services are The Market and the KU Bookstore. The Union also has a salon, computer lab, ATM, bank, coffee shops, bowling arena and FedEx/Kinkos. The Union's assortment of services allow students to accomplish many things at one time.
 •The Student Involvement and Leadership Center is located in the Union and registers all of KU's students organizations. The variety of student organizations is a great asset for the Kansas Union, providing a chance for students to get involved in their community. Some student organizations include Student Ambassadors, Center for Community Outreach and Student Union Activities. 
 All the Union’s profits go back to students. With this information known to students, they will be more likely to spend their money at the Union. Our focus group participants were surprised to hear that the Union’s profits go back to students. Also, many thought that the information should be advertised more, as it is an important element of the Union. 56
  57. 57. Weaknesses •Although the Kansas Union offers many services and amenities, most KU students are either unaware of or choose not to use them. •The current perception of the Kansas Union from students is that it’s too expensive, specifically the KU Bookstore. Because of this perception, students turn to competitors to find better pricing. •The location of the Kansas Union is the north side of campus. Most students do not have classes on that side of campus, and majority of campus housing is on the opposite end of campus. This is a huge disadvantage for the Kansas Union because students will not go there because they think it’s too far or out of the way. •Currently, many services in the Union have an account with Twitter, Facebook or an alternate social media Web site. The numerous existing social media Web sites cause confusion and frustration among students because they are forced to visit several Web sites for information regarding the Kansas Union's services. Some of the current Union services that host at least one social media Web site include SUA, KU Dining, Jaybowl, KJHK, KU Bookstore, Legal Services for Students, Student Senate, The Market and Milton's Campus. 57
  58. 58. Opportunities Of the KU students whom we surveyed, 96 percent are using some kind of social media. Merging the Union's different services into one Facebook account will unify all the services, as well as making it easier for students to find information all on one page. •KU Memorial Unions maintains many different facilities that aren’t in the Kansas Union, including The Underground, Burge Union, Edwards Campus and various food vendors around campus. The Kansas Union can benefit from these facilities’ success by advertising and driving students from these subsidiaries to the Kansas Union. •Athletics are an important asset at the University of Kansas. When sports teams do well, especially football and basketball, merchandise sales at the KU Bookstore sky rocket. •In Spring 2010, KJHK, the student-run radio station, will move into the Kansas Union. KJHK will be a great asset in promoting the Kansas Union. 58
  59. 59. Threats There are a variety of bookstores around Lawrence that sell new and used textbooks and KU merchandise to students. The best known ones include Jayhawk Bookstore, University BookShop and Beat the Bookstore. •Online bookstores are another popular alternative to visiting the KU Bookstore. Some students enjoy the convenience of purchasing textbooks from their home and find that the prices online are usually less expensive than those in the bookstore. •KU Bookstore is commonly confused with Jayhawk Bookstore. Through our research we found that KU students tend to either confuse the two bookstores as the same store or they think Jayhawk Bookstore has an affiliation with KU Memorial Unions. 59
  60. 60. Campaign Objectives (1) To increase foot traffic in the Kansas Union by 20 percent (2) To amplify student participation in Kansas Union events by 10 percent (3) To raise overall Kansas Union revenue by 10 percent 60
  61. 61. Strategic Recommendations 61
  62. 62. Target Audience Primary Audience Our primary focus for this campaign is students at the University of Kansas. Students can benefit the most from the variety of services provided at the Kansas Union, and they are also the dominant group on campus in terms of numbers. Secondary Audience The other major population on campus is KU faculty and staff. While this group also utilizes daily services located at the Kansas Union, they are less likely to attend evening events because many members of this market do not reside in Lawrence. Tertiary Audience The final target market for this campaign consists of University of Kansas alumni and fans, as well as residents of Lawrence. Currently, this group has weaker ties to the university, but still remains faithful and supports all of KU's endeavors. 62
  63. 63. Marketing Mix 63
  64. 64. Product Improvements 64
  65. 65. Directory Purpose In order for students to take advantage of all the Kansas Union has to offer, they must be aware of what is inside. Description Low awareness is often attributed to students not knowing where certain services are located in the Union. There are directories located throughout the Kansas Union. The main directory is located on the north entrance on the fourth floor. Other entrances, including the first floor and the second floor parking garage entrances, have their own smaller full directory. There are also floor-specific directories, located at the base of each stairwell. We propose a partial makeover the Union's current directory. The directories are cohesive and consistent; however, they are unnoticeable and not visually appealing. Adding colors to all the directories would help make them stand out more. The main directory on the fourth floor includes a breakdown of every floor and its services. By assigning each floor and its corresponding services a matching, highlighted color, the directory will stand out and make services easier to find for visitors. 65
  66. 66. Directory Directional Indicators Currently, the overhangs between each floor are blank and provide no indication of which services are available on the subsequent floor. Colorful, eye-catching, directional signs in these blank spaces will further inform the visitor of the services available on the floors. We have created directional indicators pushing foot traffic towards featured services on each floor. 66
  67. 67. Social Media Purpose To create a unified social media account for students to gather Union information on one site. Description To create more unity, we suggest creating one Facebook account for the Union as a whole. This Facebook account will include information, photos, events and special updates for all Union services. The Kansas Union's Facebook account will also provide Web site links to all the individual services located in the Union. By combining all of the Union's amenities into one Facebook page, it will be more convenient for students to access. 67
  68. 68. Price & Place 68
  69. 69. Price & Place Price We suggest KU Memorial Unions continue to maintain competitive pricing in all provided services. Place Although our campaign tactics alter perception of place, we cannot physically re-locate the Union to a more centralized location 69
  70. 70. Promotion 70
  71. 71. Positioning Statement “Our agency wants to position the Kansas Union as a cohesive venue capable of fulfilling the daily needs of University of Kansas student, faculty, staff and friends.” 71
  72. 72. Theme Line (Slogan) “You’ll Be Surprised At What’s Inside” After conducting preliminary research with students from the University of Kansas, the Hi5 “It’s really Agency discovered an enormous gap in the awareness of Kansas Union services. All KU students are well aware of the Kansas Union, and mostly frequent the Market and KU enticing. It Bookstore, but the other amenities and offerings, for the most part, go unnoticed. makes you The result is the overarching problem the Kansas Union currently faces: an inconsistent wonder relationship with students. With our agency’s proposed message, “You’ll be surprised at what’s there.” what’s inside,” the Kansas Union not only has a slogan that evokes curiosity and mystery, it has an image the brand can proudly stand behind. The Hi5 Agency believes that the slogan’s initial purpose will be effective in drawing perspective customers to the Kansas Union to explore what it offers. Upon being exposed to the new tagline, the target audience will become curious as to what exactly is inside, as very “I’ve never few students are familiar with all services. Additionally, the Kansas Union’s new theme heard supports a message of new events, implying there is something new at the Kansas Union everyday. “You’ll be surprised at what’s inside,” tells potential customers there is something anything to be uncovered at the Kansas Union. like it.” The theme should be presented in all Kansas Union advertisements and promotions, as well as on banners and signs throughout campus. Once the word gets out about the amount of useful services the Kansas Union provides, students will flock to the building in droves to explore the many options available. 72
  73. 73. Advertising 73
  74. 74. Poster Campaign Purpose To highlight the variety of services that the Kansas Union has to offer. Description The poster campaign emphasizes that students can fill an abundance of daily needs in one place. It introduces services that currently go unused by students and reminds them of the amenities available to them on campus. The 11x17in poster contains the campaign slogan “You’ll Be Surprised At What's Inside” located at the top of each poster in a large font. The bottom of the poster contains a bulleted listing of each of the Kansas Union’s services, giving the viewer insight into what’s available. A faded picture of a specific Kansas Union amenity fills the background of each poster; by using the same copy on each poster with a different picture the audience receives a cohesive message with varying visuals. The campaign contains about 150 posters, featuring each service approximately eight times. Poster placement is focused in campus housing, bus stops, within buses and other campus buildings. Each poster is also located in the Union next to the corresponding service to reinforce the initial touch point. 74
  75. 75. Poster Campaign 75
  76. 76. Poster Campaign 76
  77. 77. Free-Standing Inserts Purpose To keep students informed of the current events and promotions taking place at the Union. It also reminds students of what tools and services they have available to them on campus as well as creating a touch-point aimed at students and faculty who don't currently utilize them. Description The free-standing insert contains four to six pages of Union-related content and is placed monthly in the UDK. The cover features the campaign slogan “You’ll Be Surprised At What’s Inside” to strengthen the campaign objective of Union cohesiveness. A large monthly calendar of Union Events resides on the first page of the insert to increase interest and awareness of upcoming functions. The next few pages contain images and descriptions of featured Union services and promotions. These features, such as the computer labs and FedEx/Kinko’s, typically go unnoticed and unattended by students but could be a useful part of their everyday life. In addition, the back page can be used for advertising space. The insert creates a variety of opportunities for the Union to build a positive relationship with students. After the monthly-featured services, the insert has the possibility for other creative content such as “What Students are Saying,” a “Who’s-Who” of the Union, seasonal deals or games (such as Union scavenger hunt). 77
  78. 78. Free-Standing Inserts 78
  79. 79. Free-Standing Inserts 79
  80. 80. Social Media 80
  81. 81. Social Media 81
  82. 82. Advertising Budget 82
  83. 83. Public Relations 83
  84. 84. KJHK News Release 84
  85. 85. KJHK Backgrounder 85
  86. 86. KJHK Fact Sheet 86
  87. 87. Loyalty Program News Release 87
  88. 88. Sales Promotion 88
  89. 89. KJHK Contest Purpose To draw attention to the development of KJHK's new studio space in the Kansas Union. Description KJHK, KU's student-run radio station, will be moving to the third-floor of the Kansas Union in Spring 2010. The alcove in which the current transformation is taking place is surrounded by a construction barrier that has observation holes intended to give students a view of the project as it develops. The station will broadcast from the Union and will provide students with another unique element to experience while visiting the Union. Promotional Concept The barrier surrounding the construction zone in the Union does not indicate clearly what the concealed project consists of. There are no signs promoting the development of KJHK's studio. We feel it is important to embrace the transition for KJHK from "the shack" to the Union. Our suggestion for drawing attention to the Union's newest offering includes a contest that would allow one winner to create a design for the barrier surrounding the alcove. The barrier is currently a basic white color and fails to attract people passing by. Not only would the promotion create a buzz about the move, but it would add to the personality of the construction zone. Promoting the station before it opens is essential in attempting to achieve a successful transition to the Union. Alternative Concept If a contest is not feasible, KJHK still maintains the option to create a design and apply it to the barrier itself. This would expedite the process and save time, while still creating awareness of the transition into the Union. This concept has less promotional opportunity but still draws attention to the project in the months leading up to the station's opening. 89
  90. 90. KJHK Contest Promotional Outlets KJHK radio promotions UDK contest ads: potential voting for winner Jayplay (FSI) Online promotion: KJHK Web site, UDK online Contest Timeline Design Submission: December 25, 2009 - January 25, 2010 Winner Announced: Monday, February 1, 2010 Design Applied to Alcove: February 4, 2010 Studio Opens: After Spring Break Importance of 90.7 KJHK Since 1975, KJHK has been broadcasting on FM frequency radio. The station now reaches western Kansas City and has a loyal following in Lawrence and many of the surrounding communities. 90
  91. 91. Loyalty Program Purpose To create a group that attempts to use Kansas Memorial Unions for all of its basic needs, and in doing so, informs other consumers about the benefits and opportunities offered by the Unions. Description The loyalty program consists of numerous incentives offered throughout the Kansas Union for frequent consumers. The program can include discounts and promotions from any service or amenity in the Kansas Union wishing to participate, and will keep students coming back and exploring the different options our client provides. The initial incentive for potential members is a 5 percent discount on textbook purchases. Not only will this appeal to parents of incoming freshman, but other students will also enjoy the immediate savings that come from joining the program. Continuous incentives will occur throughout the year, and will be exclusive to Loyalty Program members. Possible examples of such deals could include, but are not limited to, merchandise discounts, weekly or monthly T-shirt giveaways, and/or free admission into Kansas Union events. A monthly sweepstakes in which a Loyalty Program member receives a free parking spot could help the group grow and provide a valuable prize for participation. 91
  92. 92. Loyalty Program Client Benefits Kansas Memorial Unions will benefit from this program on multiple fronts. First of all, by requiring students to opt-in to the program provides contact information and establishes a database of people who are loyal consumers. Student Union Activities already has a membership program; however, incorporating the Loyalty Program benefits into SUA membership will attract more consumers interested in other opportunities than special events. It will also allow SUA to grow in membership and over time develop a much greater demand for SUA events. Another important benefit that will derive from this program is the new team of promoters created. The Loyalty Program members will act as an additional advertising outlet for our client by relaying given information about upcoming events to other prospective customers. Kansas Memorial Unions can send updates and e-mail blasts to the group’s members, who will then tell their friends and peers, driving more business to the Kansas Union, as well as enticing others to join the program. 92
  93. 93. Loyal Hawk T-shirts 93
  94. 94. Media Plan 94
  95. 95. Campaign Budget 95
  96. 96. Final Thought Hi5 has designed a campaign to entice students to visit the Kansas Union more often. Our recommendations will provide a comprehensive plan to meet the needs of all students, faculty and staff. Again, Hi5 wants to thank all who helped to contribute to this campaign. We would especially like to thank KU Memorial Unions for allowing us to apply our knowledge and creativity to develop this campaign. Hi5 would like the opportunity to implement this strategic campaign for the KU Memorial Unions. We believe our research, concepts and ideas will maintain and increase customers and also generate a consistent relationship with students. Upon your approval, we will work with you to execute the recommendations of this campaign. Hi5 looks forward to working with KU Memorial Unions to create a brand image that it can be proud of. Thank you. The Hi5 Agency 96
  97. 97. References 97
  98. 98. University Web Sites http://asuc.berkeley.edu/asinside.aspx?uid=40 http://cub.wsu.edu/ http://depts.washington.edu/sauf/hub/directions.php http://lsu.bncollege.com/webapp/wcs/stores/servlet/BNCBHomePage?catalogId=10001&sto reId=19057&langId=-1&level=1 http://sub.boisestate.edu/ http://tamu- kingsville.bncollege.com/webapp/wcs/stores/servlet/BNCBHomePage?catalogId=10001&sto reId=16558&langId=-1&level=1 http://union.und.edu/default.cfm http://unionweb.lsu.edu/ http://uoduckstore.com/index.cfm?CFID=1340007&CFTOKEN=58879938&jsessionid=7430fe 1fd7175c5c29277c4b4e2a5f35f3b1TR http://uunions.umich.edu/munion/ http://uwec.bncollege.com/webapp/wcs/stores/servlet/BNCBHomePage?storeId=525 52&catalogId=10001&langId=-1 http://www.bkstr.com/webapp/wcs/stores/servlet/StoreCatalogDisplay?storeId=11003 98
  99. 99. University Web Sites http://www.bkstr.com/webapp/wcs/stores/servlet/StoreCatalogDisplay?storeId=10901&lang Id=-1&catalogId=10001 http://www.bookstores.umn.edu/ http://www.columbia.edu/cu/studentservices/ http://www.depts.ttu.edu/sub/ http://www.idcard.psu.edu http://www.kubookstore.com/ http://www.mu.iastate.edu/ http://www.nyu.edu/stc/ http://www.osubookstore.com/StoreLocations.asp?StoreLocationID=3 http://www.ric.edu/studentunion/ http://www.rutgers.edu/food-leisure/student-centers/ http://www.scu.edu/benson/ http://www.seattleubookstore.com/ http://www.stanford.edu/dept/registrar/bulletin/51280.htm 99
  100. 100. University Web Sites http://www.stolafbookstore.com/stolaf/ http://www.studentunion.ucon.edu http://www.studentunion.uconn.edu http://www.udel.edu/student-centers/services.html http://www.uds.uvm.edu/plans.html http://www.uiowa.edu/ http://www.umc.colorado.edu http://www.union.arizona.edu/ http://www.union.k-state.edu http://www.union.ku.edu/index.shtml http://www.union.okstate.edu http://www.union.ou.edu http://www.union.ufl.edu http://www.union.unl.edu 100
  101. 101. University Web Sites http://www.universitycoop.com/ePOS/this_category=629&store=108&form=shared3/gm/m ain.html&design=coop3 http://www.unr.edu/studentunion/ http://www.uofabookstores.com/ http://www.utexas.edu/txunion/index.php http://www.uwbookstore.com/home.aspx http://www.washburnbookstore.com http://www.wsubooks.com http://www.youtube.com/user/UQEauClaireBookstore http://www.zagshop.com/ 101
  102. 102. Informational Articles Arrington, Michael. "85% of College Students Are Using Facebook." Tech Crunch September 7, 2005 <http://www.techcrunch.com/2005/09/07/85-of-college-students-use-facebook/> Baum, Julia. “Pilot textbook rental program is a success.” The State Hornet. September 23, 2009, <http://www.statehornet.com/home/index.cfm?event=displayArticlePrinterFriendly&uStory _id=c4c43253-727d42ed-87a3-fd60d71dfedf> Colavecchio, Shannon. “Florida college students offered digital versions of textbooks.” Herald/Times Tallahassee Bureau. September 24, 2009, <http://www.miamiherald.com/news/education/v-print/story/1248762.html> Claritas Prizm Systems. “PRIZM NE Segmentation System.” 2009 <http://www.claritas.com/MyBestSegments/Default.jsp?ID=20> Hammond, Joel. “College bookstores’ Operations Evolve; Shops Stay Competitive With Expanded Offerings.” Crains Cleveland Business. July 27, 2009 Holden, Greg. “Grading Latest Textbook Trends: Online Rentals and Kindle.” Auction Bytes. October 6, 2009, <http://www.auctionbytes.com/cab/abn/y09/m10/i06/s04> National Association of College Stores. "Higher Education Retail Market Facts & Figures 2009" <http://www.nacs.org/public/research/higher_ed_retail.asp> Neary, Lynn. “Nation’s Retailers Engage in Online Book Pricing War.” Wbur.org. October 20, 2009, <http://www.wbur.org/news/npr/113977717> 102 Office of Institutional Research and Planning. “KU Data and Fact Books.” 2009
  103. 103. Informational Articles Perry, Marc. "Teens Don't Tweet." The Chronical of Higher Education. August 11, 2009 <http://chronicle.com/blogPost/Teens-Dont-Tweet/7646/> Richardson, Cathleen. “eBooks: Are textbooks moving digital?” HotChalk 2009 http://www.hotchalk.com/mydesk/index.php/editorial/124-practical-tips-and-tools/657-- ebooks-are-textbooks-moving-digital-too Scheer, Mark. ”NCCC: Barnes & Noble Welcomed to College.” Niagara Gazette. October 21, 2009, http://www.niagara-gazette.com/communities/local_story_294215948.html Schroder, Stan. "Twitters Phenomenal Growth Suddenly Stops." Mashable: The Social Media Guide <http://mashable.com/2009/06/09/web-in-numbers-may/> Smith, Samantha. “Recession: VSG pushes textbook savings programs, with some success.” The Vanderbilt Hustler. September 6, 2009, <http://www.insidevandy.com/drupal/ node/10502> Sun Times News Group. “St. Xavier to start using textbook rental program.” Southtown Star. October 13, 2009, <http://www.southtownstar.com/news/1821874,xavier-book-rental-1013.article> The Daily Cardinal Editorial Board. “Textbook swap holds promise.” September 9, 2009, <http://www.dailycardinal.com/opinion/textbook-swap-holds-promise-1.436237> Woudstra, Wendy. " College Textbook Battle." Publishing Central, 2006. <http://publishingcentral.com/articles/20030120-4-1ba8.html?si=1> 103
  104. 104. People Armstrong, Olivia. Featured One-on-one. 9 October 2009. Differding, Sandi. Featured One-on-one. 13 October 2009. Heider, Sarah. Featured One-on-one. 13 October 2009. Lawrence, Lindsey. Featured One-on-one. 13 October 2009. MaAnarney, Jaclyn. Featured One-on-one. 9 October 2009. Speziale, Hayley. Featured One-on-one. 9 October 2009. Wessels, Joe. Featured One-on-one. 9 October 2009. 104
  105. 105. Appendix 105
  106. 106. One-on-One Questionnaire 1. Why are you here today? 2. How often do you come to the Union? 3. What do you typically come to the Union for? 4. If you could add one thing (service), what would it be? 5. Where do you most often purchase your textbooks? 6. Would you be interested in participating in a focus group? Name: Email: Phone: 106
  107. 107. Focus Group Guide Introduction: Thank you for volunteering to participate this evening. We are working on an advertising campaign in association with KU Memorial Unions, and would appreciate your input. Are there any questions before we get started? Great, let’s begin. First of all, how often does each of you typically visit the Union in a given week? (Kansas, Burge, Edwards Campus) What are you usually trying to accomplish while visiting? Where is the first place you think to go inside the Union? What service do you find most valuable to the Union? Least valuable? Where would you go if you didn’t go to the Union? How often do you utilize: (0=Never, 1=Rarely, 2=Sometimes, 3=Often, 4=Everyday) Commerce Bank? ATM? The Market? Bookstore? Computer Lab? Pulse Coffee Shop(s)? Milton’s? Bowling? Hawk Shop? Salon? FedEx-Kinko’s? Special events? (Movies, concerts, lectures, SUA) If so, which events specifically? The Underground? Burge Union? Edwards Campus Union? What type of events would draw you to the Union? (Try to get specifics) 107 What do you wish the Union had that it currently does not?
  108. 108. Focus Group Guide Word Association: We would like you to give us your preliminary thoughts and feelings regarding the following words: Union (When you hear the word “union,” what first comes into your mind?) Textbook Student Services The Market Promotion **Add more here** Characteristic Analysis: Of the following pairs of words, please select the one that is more important to you: Convenience vs. Price Proximity vs. Availability Social vs. Educational (Note: try to get them to explain why one is more important than the other) 108
  109. 109. Survey 109
  110. 110. Thank You 110
  111. 111. 111