3. Research
Secondary Primary
Competitor Analysis Focus Groups (2)
Rate My Professor Surveys
Koofers College & high school
Student’s Review
Individual Student
Big Words
Interviews (10)
7. Key Findings
Lack of Awareness
Price and Convenience are the most important
factors in textbook buying
Students tend to wait until the first week of classes to
buy their books
Peers and on-campus contacts are the most
important sources of influence and awareness of
brand
8. Target and Objectives
Target: college students who are current members
and non-members
1. Increase textbook sales on MyEdu
2. Promote official textbook requirements that are
available at MyEdu
3. Increase the number of new members
9. Campaign Strategy
Develop a plan that creates awareness of MyEdu’s
official course booklists and price comparison tool
MyEdu works directly with universities to post which
textbooks are required for courses. Members can
build a class schedule to automatically see the books
they need at the best prices.
10. MyEdu Back-to-School Week!
Booth in parking lot next to Mellow Mushroom with laptops
and T-shirt giveaway for people who register at booth
Fliers with step-by-step instructions on how to use the
textbook tool
Current MyEdu users and those who sign up throughout the
week will also be eligible for all other events/promotions the
rest of the week
Cross-promotional efforts
with local businesses
11. Monday
Sidewalk chalk “MyEdu week” info from 21st to 28th
Street
Flier dorms and major West Campus apartments
with schedule of week events
Send out a social media blast promoting the
upcoming week long events
12. Tuesday
“We make your first day easier!”
Give out free breakfast tacos to first 100 students
that come up to the booth and take a flyer and/or
register on MyEdu
13. Wednesday
“We make getting organized easier!”
Giveaway Wheel with prizes to help
you get organized:
Planners
Water bottles
Apple TV (1 slot on wheel)
14. Thursday
“We make textbook buying easier!”
Photo booth where students passing by interested in
MyEdu can have their photo taken
Campus Reps should emphasize textbook tool and how
much money it saves students – especially for College
Night and the upcoming weekend
15. Friday
“We MADE back to school week easier!”
Coffee Bean & Tea Leaf
giveaway with free coffee
to students who register
at the booth
16. Advertising Efforts
Capital Metro Bus
Wrap the 1L/1M for one month
Facebook Ads for targeted college networks
$50 a day at $0.92 per click for 30 days
Daily Texan Ads for one quarter
18. Projected Results & Measurement
From January 15, 2011 – February 15, 2011:
Increase number of new memberships by 15% compared to
previous month
Increase number of Facebook fans by 300 people
Increase number of of textbook tool users by 30%
19. Additional Recommendations
Work with student organizations
Promote MyEdu in club meetings, sorority/fraternity houses and handing
out fliers
Encourage Orientation Advisors, Resident Advisors and Camp Texas
counselors to promote MyEdu services to their new students
Establish relationships with high school counselors, as they
influence graduating seniors
Administer fliers in dorms during freshman orientation
21. SWOT Analysis
Strengths Weaknesses
• Credible brand equity because of Pick-a- • Pick-a-Prof vs. MyEdu confusion
Prof • Lack of awareness of resources and
• Large database and monetary resources tools
• Resources and tools in one place
• Only needed twice an academic year
• Completely free online resources
• Lack of use and sign-up rate of those
aware
Opportunities Threats
• Capitalizing on credibility to increase • Four or five significant competitors
awareness
• Differentiating as the only site to combine all • Students tend to go directly to book
educational resources in one place sellers
• Increase number of MyEdu accounts among
those aware of brand • Graduation turnover means the
• Increase number of users utilizing the text tools must be promoted every year
book tool
22. Additional Budget Info
Merchandise Costs:
T-shirts: $3,975 for 1500 t-shirts at $2.65 each
Planners: $695 for 500
Water bottles: $70
Apple TVs: $300
Promotional Costs:
Banner: $45
Flyers: $.10 for 5000 flyers = $500
Tent: $75
Tables: $45
Wheel: $299
Breakfast tacos: donated
Chalk: $10
Photo booth: $800
Advertising/Marketing Costs:
Daily Texan ads: Quarter – $228.75
Facebook ads: $0.92 per click - $50 per day for 30 days - $1,500
Metro bus ads: $1,310
iPhone app: $1,500
Professional Fees: $1,000