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Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
Study Jams! Final Compiled
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Study Jams! Final Compiled

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My first large-scale marketing project, my team and I completed this one during my Junior year. I consider it the single most significant learning experience of my college career. For this project, …

My first large-scale marketing project, my team and I completed this one during my Junior year. I consider it the single most significant learning experience of my college career. For this project, I learned Photoshop, how to write a comprehensive marketing plan, and strategies for producing an engaging and compelling project overall. Contains many images, some copyrighted and some not. Contact me if you have questions.

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  • 1. Executive Summary IMO has created an innovative and original direct marketing campaign for Scholastic StudyJams! The campaign focuses specifically on the homeschool market. This target market is one of great potential and will provide Scholastic StudyJams! with well over the 15,000 new subscribers they wish to acquire. In fact, this plan provides more than three times that many! Homeschooling parents are an idea target market because of their tendency to group together, their sociability with one another, their relatively homogenous nature, and their high involvement in their children’s educations. Homeschool parents are consistently looking for ways to better educate their child and StudyJams! makes this opportunity available. In the following report, IMO uses insights gained from over 900 homeschooling parents and innovative, specifically targeted marketing techniques to design a plan to make approximately 31 million impressions. To effectively execute this campaign, an assortment of media will be used to capture the attention of the homeschooling market, spark interest, create desire, and prompt action. Two StudyJams! vans, filled with promotional tools, will be cruising from convention to convention generating a buzz about this online educational program, perfect for the homeschooling market. A viral video will be put on Youtube.com and will also be used to get people talking about the new product from Scholastic. A “Refer-A- Friend” program will also be ideal for the homeschool market because of their interconnectedness and tendency to share ideas. Magazine ads, banner ads, blogs, forums, Facebook, and MySpace will all be used to increase awareness and involvement. All of the advertisements will have a direct link to the StudyJams! website (and the Free Trial page). IMO is confident that, after executing this plan, Scholastic StudyJams! will gain at least 48,499 new subscribers and greatly increase product awareness and brand loyalty.
  • 2. Table of Contents MARKETING STRATEGY ........................................................................................................................................................................................................................................ 1 INTRODUCTION .............................................................................................................................................................................................................................................. 1 MARKET/INDUSTRY ANALYSIS.................................................................................................................................................................................................................. 1 PRODUCT ANALYSIS ...................................................................................................................................................................................................................................... 1 COMPETITIVE ANALYSIS .................................................................................................................................................................................................................... 2 DIRECT COMPETITION ........................................................................................................................................................................................................................ 2 INDIRECT COMPETITION ............................................................................................................................................................................................................................. 3 SUMMARY OF PROBLEMS AND OPPORTUNITIES.................................................................................................................................................................................. 3 TARGET MARKET STRATEGY ..................................................................................................................................................................................................................... 4 PRIMARY RESEARCH..................................................................................................................................................................................................................................... 5 DECISION MAKING PROCESS ....................................................................................................................................................................................................................... 6 POSITIONING STRATEGY ............................................................................................................................................................................................................................. 7 CAMPAIGN OBJECTIVES ............................................................................................................................................................................................................................... 7 ACQUISTION/LOYALTY PROGRAM STRATEGY ...................................................................................................................................................................................... 7 MEDIA PLAN ............................................................................................................................................................................................................................................................. 8 CONTACT STRATEGY .................................................................................................................................................................................................................................... 8 CONTACT STRATEGY JUSTIFICATION ...................................................................................................................................................................................................... 8 CONTACT STRATEGY TIME SCHEDULE ..................................................................................................................................................................................................13 CONTACT STRATEGY TIME SCHEDULE JUSTIFICATION ....................................................................................................................................................................13 CREATIVE STRATEGY ...........................................................................................................................................................................................................................................14 BUDGET....................................................................................................................................................................................................................................................................15 WORKS CITED ........................................................................................................................................................................................................................................................16 APPENDICES ...........................................................................................................................................................................................................................................................18 APPENDIX A: DEMOGRAPHIC DATA .......................................................................................................................................................................................................18 APPENDIX B: COPY OF SURVEY ................................................................................................................................................................................................................19 APPENDIX C: SURVEY RESULTS................................................................................................................................................................................................................22 APPENDIX D: CONVENTIONS ....................................................................................................................................................................................................................25 APPENDIX E: BUDGET EXPLANATION ....................................................................................................................................................................................................33
  • 3. Marketing Strategy Introduction: IMO (Innovative Marketing Opportunities) has spent the last few months focusing their attentions on one goal: to tell the world about Scholastic’s new online software. Did their projections meet the seemingly insurmountable goal of obtaining 15,000 new people? Yes! Not only that, they project over three times that many! What about cost? Surely with such a high number, they must have gone over budget. No! They were able to achieve this number at a low cost of only $4.69 per acquisition, a stunning $65,360 under budget! Using exhaustive secondary research and primary research gathered from a whopping 924 homeschooling parents, IMO has designed a plan to specifically target a unique group via viral video, banner ads, StudyJams! minivans wrapped with advertising, and more! Market/Industry Analysis: Growth: The e-learning industry is predicted to surpass $52.6 billion by 1 2010, compared to $17.5 billion in 2007. Over the past 4 years, the e-learning industry has grown about 27% compounded annually, which was successfully 2 predicted by IDC, a research firm. A survey of over 500 parents found that 72% of kids use their computer to help them with homework, compared to 57% using 3 textbooks and 36% using an encyclopedia. The chart to the right displays the global trend in internet traffic. It can be seen that in 2009, internet traffic is expected to increase to over 6 million terabytes and in 2010, traffic is expected to increase to over 8 million terabytes. This indicates that the consumer market for internet products is expanding. Product Analysis: StudyJams! provides many benefits for parents and children. For children, StudyJams! is educational, interactive, and fun. For parents, StudyJams! is educational, something they can brag about to other parents, a substitute for online games, and provides them with a much-needed break from their child. On the StudyJams! website, several excellent features are listed, including the fact 5 that “kids can use it on their own,” which means that parents get some time off. Furthermore, the interactive, online format with learning feedback gives something for the parents to brag about to others. 1
  • 4. Competitive Analysis: Direct Competition: Although StudyJams! has several direct competitors, few pose a serious threat, as seen below: As shown by the chart above, StudyJams! has a great opportunity to do exceedingly well in this market. StudyJams! is very competitively priced and is also (arguably) of the highest quality. Excellent website design gives the site appeal to parents and children alike. Furthermore, the flexible pricing options and free trial make StudyJams! very inviting. The only apparent shortcomings include the curriculum limits (i.e. grades 3-6 only), the inability to print material or use curriculum offline, and a lack of blog or forum. 2
  • 5. Indirect Competition: When exploring indirect competitors, it was concluded that StudyJams! is well-prepared to challenge these obstacles as well. When it comes to Vtech educational toys, they are high-quality and educational, but Vtech doesn’t have any toys on their website for children older than ten years. Also, updating the products or improving them is expensive. Finally, the price range is far above the cost of StudyJams! Regarding other supplemental education, StudyJams! is slightly disadvantaged in that these educational methods are more personal, hands-on, and can be more long-term. On the other hand, they stand the potential to be the most expensive of all, are less convenient, and generally have lower parent involvement than StudyJams! Summary of Problems and Opportunities: Target Market Strategy: 3
  • 6. To help determine which target market is the optimal choice for this campaign, the below chart was created. It compares the pros and cons of many segments of the overall market. Based on the above chart, homeschooling parents were chosen as the target market for this campaign. Homeschooling parents are group thinkers, easy to access, and very invested in their children’s education. This makes them the optimal group of consumers for this product. The target market seeks benefits in a product that allow the parents to feel assured that their child is getting a quality education in the home. “Home-schooled children are able to make significant academic progress because they’re able to follow an individualized education plan and the educational resources developed within the home-school community are 6 some of the best in the country.” Most homeschoolers are taught by their parents, who take an active role in their child’s education and often need some time to themselves. Moreover, homeschooling parents are usually part of a tight-knit group of other homeschooling parents/organizations and love to exchange ideas. 4
  • 7. “The median income for home school families ($52,000) was significantly higher than that of all families with children ($36,000) in the United States. Almost all home school students (98%) were in married couple families. Most home school 7 mothers (77%) did not participate in the labor force; almost all home school fathers (98%) did work (Rudner).” (See Appendix A for more data and graphs) According to the National Center for Education Statistics, there were an estimated 1.5 million homeschooled students in the U.S., roughly 350,000 in grades 3-6. Researchers have seen an increase in the number of homeschoolers from 1999 to 2007, as well as a homeschooling percentage rate increase. The top three reasons for parents to homeschool their children are these: 1. A concern about traditional school environment 2. To provide a religious or moral instruction 8 3. There was dissatisfaction with the academic instruction of public education One of the biggest disadvantages to homeschooling is the fact that it takes a lot of time to set up a curriculum and prepare 9 teaching material and lessons. Scholastic StudyJams! provides a faster and more efficient alternative to creating lesson plans for each day and taking time to prepare material. In addition, Scholastic StudyJams! can save parents time during the day while their kids use StudyJams! Primary Research: To gain more information about the homeschooling market, an electronic survey of homeschooling parents was conducted. First, the survey was composed and posted on www.surveymonkey.com. Then, the members of IMO began to join Yahoo Groups designed for homeschoolers. When joining these groups, IMO asked if they could post a short survey for research. If the moderators agreed, IMO posted a survey link and a brief explanation of the survey and its purpose. This method proved highly effective and provided over 900 responses within a week. The survey gave IMO extremely useful information pertaining to the target market and opportunities for StudyJams! among homeschooling parents. Out of the 924 respondents, 528 (57%) use internet resources to assist in schooling their children. This means that it would be very easy for homeschoolers to integrate StudyJams! into their curriculum or schedule. However, only 3% of respondents have heard of StudyJams! (see chart to the right), which indicates that response rates will be higher, especially towards the beginning of the advertising campaign. Even though very few respondents had heard of StudyJams!, 56% of all respondents said they would consider using StudyJams! in their home. Furthermore, 98% of respondents who currently use an online educational 5
  • 8. product said they would consider using StudyJams! 60% of respondents feel that education is a major benefit of StudyJams!, 30% feel that it would be a good substitute for online video games, and 20% feel that it would give them a needed break from their child. (For copy of the survey see Appendix B and for more results from the survey see Appendix C). Decision Making Research: Pictured to the right is a chart showing the consumer decision-making process. First, a problem, need, or want is recognized (i.e. “my child needs help with math,” or “I need some free time, but what do I do with Billy during that time?”) This prompts an information search. The consumer searches for a product or service that solves the problem. This search may be more or less intense and can involve simply going through their mentally evoked set of products or services, or may be an exhaustive external search. StudyJams! should be in the evoked set for as many people in the target market as possible. At this point, the consumer evaluates alternatives and decides which product or service best solves their problem. Finally, the consumer makes the decision to purchase a certain product or service. After the purchase, the consumer continues to evaluate their decision and determines whether or not they made the right choice. Parents of homeschoolers grades 3-6 are most likely to make the decision to purchase (or the primary educator, who is usually a parent). The other parent is also likely to weigh in, as well as get feedback from other homeschooling parents. 10 “Homeschooling parents are more likely to attend public meetings and join volunteer organizations.” These are social people who ask one another for and give each other advice. The working parent is likely the one who will pay for the product, but the primary educator may actually carry out the purchase, which is done online by credit card. 6
  • 9. Positioning Strategy: Scholastic StudyJams! will be positioned as an educational child occupier. StudyJams! offers parents a break, but ensures that they are still taking an active and responsible role in their child/children’s education. “Homeschooling families spend their time 11 laughing, learning, playing and living with each other 24/7.” StudyJams! should also be positioned as an opportunity for the primary educator to have some much-needed time alone, instead of the 24/7 time that they normally spend with their children. Campaign Objectives:  Increase the number of StudyJams! paid subscribers by at least 15,000 using non-Scholastic channels.  Leverage both traditional and non-traditional marketing tactics.  Present the StudyJams! brand as a best-in-class, premium educational website.  Understand the key financial drivers of the marketing plan so as to deliver a cost-effective customer acquisition program.  The target CPA for a new subscriber will be $20 or under Acquisition/Loyalty Program Strategy: The database strategy will be based on searching for homeschooling groups and subscribers to homeschooling publications and websites. This targets the market of parents of homeschoolers grades 3-6 and provides a much higher response rate. Also, http://www.leapingfromthebox.com/hs/elists/ has email lists broken down by state and area. There are hundreds, if not thousands, of these groups across the U.S. and they have an average of around 100 members each. A full advertisement can be posted on unmoderated groups, but posters must be more careful with moderated groups. To obtain a primary base of customers, StudyJams! marketing (which should include the refer-a-friend program and its prizes) should be placed on homeschooling forums, blogs, websites, internet groups, etc. Also, specialty homeschooling magazines’ subscription lists may be purchased and used as a direct marketing channel to gain initial subscribers. After the initial subscriber purchases the product, they will refer StudyJams! to other homeschooling parents using the “Refer-A-Friend program.” StudyJams! will greatly benefit from a “Refer-A-Friend” program since homeschooling parents are very involved and have strong relationships with other homeschooling parents and people with similar interests. “Parents who homeschool their children are more likely to join 12 community groups, participate in rallies, etc.” The following incentives will comprise the refer-a-friend program:  If 3 referred friends sign up for a paid subscription, the person who made the referral will receive a $5 gift certificate to Scholastic.  Overall referral contest (by number referred) st 1 place- All expenses paid cruise for four 7
  • 10. nd 2 place- $500 Scholastic shopping spree rd 3 place- 1-year free subscription to StudyJams! According to the number provided by the National Center for Education Statistics, 350,000 homeschooled children in 8 grades three-six calls for a four percent response rate to achieve a new subscriber base of 15,000. As previously mentioned, homeschooling families are much more involved in their children’s education, as well as their social circles and the political sphere. A higher response rate will be easy to achieve considering their proactive nature and interconnectivity. Media Plan Contact Strategy: Contact Strategy Justification: In order to reach the target market of parents who homeschool their children, IMO will utilize homeschooling conventions, minivans wrapped with printed vinyl, magazines, blogs, viral videos and banner ads. The main marketing focus will be on internet marketing because the product is used on computers over the internet. Step 1: Reach Initial Consumer Homeschooling Convention Station (see Appendix D for specific conventions): There will be two traveling booths, which will be set up at homeschooling conventions (only one booth per convention) each with two 47” x 80” stand-up banners, six computer stations where visitors can sign up for a StudyJams! free trial, and a 42” flatscreen TV monitor hung in the 8
  • 11. rear of the booth with footage of StudyJams! playing. The stand-up banners can have little information relative to the rest of the StudyJams! advertisements because their purpose is only to draw viewers to the booth and there will be one or two Scholastic Representatives to answer questions and help people sign up. (The representatives should be female, considering the target market) They will wear khaki pants and red or white polo shirts with “Scholastic” printed on the left side of the person’s chest and should look more like a typical parent than a business person. StudyJams! Vans: The Scholastic employees who are working the conventions will travel in the StudyJams! Vans. These vans (one per booth) will be Hyundai Entourages or some similar grade minivan and will carry all of the equipment needed while providing plenty of advertising on the way. During the conventions, the van will be parked near the main entrance in order to be as visible as possible. If there are simultaneous homeschooling conventions each of 1000 attendees or more, the vans will separate and set up a booth with only one Scholastic Representative each. When there are not simultaneous conventions, the StudyJams! Vans will both attend the same convention. To maximize impressions for the vehicle wraps, one van should travel to the convention during lunch rush hour and the other should around the five o’clock rush hour. Also, both vans should drive 5mph under the speed limit at all times. If there are multiple entrances or areas of interest at the conventions, the vans should separate when parking and try to get as many impressions as possible. The StudyJams! Van will be covered with a vinyl vehicle wrap and will be printed all over with the bright, bold colors of StudyJams! The van should be designed with its function in mind. For example, most of the text (the tagline and acronym elaboration) should appear on the back of the van because drivers will usually only have time to read this much information when they are behind the van. The front will be seen the least and should be bold and simple. The StudyJams! logo and a character graphic will peak the interest of oncoming vehicles. Finally, the sides should focus on images and action phrases like “Sign Up Today for a Free Trial!,” since these will be seen by passing vehicles. Banner Ads: 16 Banner ads will be standard size (468 X 60) to allow for ease of placement and will feature the StudyJams! logo in the center and the usual StudyJams! color scheme. At the top of the ad will be the phrase “HOMEschool your child with StudyJams!” The 9
  • 12. 16 ad will be animated, which will help increase attention. It will change from a scene featuring the characters Zoe and RJ to a scene featuring Sam and Mia. Beneath them, the ad will elaborate on the “HOME” acronym. Finally, the ad will flash the words “Click Here” at the bottom; this short action phrase should 16 increase clicks. Animated banner ads will run on Home-School.com, Homeschoolcentral.com, and Thehomeschoolmom.com. Homeschoolcentral.com has over 12,000 visitors a month, Thehomeschoolmom.com has 70,000 visitors a month, and Home-School.com has 2 million hits a month. These websites provide ideal placement for specifically targeted banner ads. Banner ads will run in premium locations on all three websites. For the most part, banner ads will run on the top right sidebar on all pages of the website. Multiple StudyJams! ads will run on each website for an entire year. Viral Video: A funny, yet promotional video for Scholastic StudyJams! will be created and placed on youtube.com. The video will be sent in a promotional email to leads gained in the “Refer-a-Friend” promo. It will also be circulated via the StudyJams blog and forum. This video should be designed to achieve viral status and be passed around between homeschooling friends. The viral video will continue the theme of “HOMEschool your child with StudyJams!” In the video, a mother speaks about how it can be difficult to take care of her three children (who are in the background making a lot of noise). One of the children then gets the brilliant idea to smash Jello in his mom’s face, showing that life can be difficult without StudyJams. The children are then featured behaving themselves while using StudyJams! and the mother reveals that having a moment to herself has never been rewarding. For a sample of the video, please see the enclosed DVD. Blog: Scholastic should create a blog on Homeschoolblogger.com that will be written by a homeschooling mom whose children use Scholastic StudyJams! The blog will mention how StudyJams! is better than other online products, what StudyJams! has done for the author's children, their school work, and their behavior. In return, the author will be given a free subscription to StudyJams! and $200/month contingent upon at least 5 entries of 200 words or more. This will grant StudyJams! additional credibility (consumers trust other users more than companies, even if the user is getting paid to say something) and allows a cheap, innovative way to generate more buzz and further saturate the market with advertising. 10
  • 13. Forum: A StudyJams! forum will be created to encourage parents to communicate with each other. The forum will host the StudyJams! logo at the top and there will be different directory tabs. One tab for the StudyJams! website, one for the Scholastic website, one for parents, and one for kids. The forum will contain links to all online media associated with StudyJams!, including the StudyJams! homepage, video, blog, Refer-A-Friend, etc. The forum will feature different discussion questions and allow users a safe place to connect, share stories and resources, network, and have fun. Magazines: Direct marketing ads will be placed in Homeschooling Today, The Old Schoolhouse, and Practical Homeschooling. The 14 15 14 circulation rate for Homeschooling Today is 80,000 , The Old Schoolhouse is 30,000 , and Practical Homeschooling is 100,000 . Based on the survey and secondary research, The Old Schoolhouse, Homeschooling Today, and Practical Homeschooling are three of the five most popular homeschooling magazines among parents. Because of this, advertisements will be placed in all three magazines. The Old Schoolhouse magazine was found to be the most popular magazine (according to the survey, 39% of magazine subscribers subscribe to The Old Schoolhouse) and because of this, premium ad space/sizes will be purchased in this magazine. (For more information, see Appendix C) Homeschooling Today and Practical Homeschooling are distributed every other month and The Old Schoolhouse magazine is distributed four times a year. Ads will be placed in every issue of all three magazines for one year (6 issues of Homeschooling Today and Practical Homeschooling and 4 issues of The Old Schoolhouse). Two different advertisements will be created. Both ads will feature basically the same format (blue and orange background, prominent logo, tagline in big letters at the top, and an elaboration below). However, the first ad will show a computer with the 17 product in use (because showing a product in use can increase response rates ) and a starburst that says “Log on NOW and Start Your Free Trial!” The second ad will feature a StudyJams! character playing an instrument, which makes the product look fun and implies the incorporation of music. Also, the starburst in this ad will encourage the Refer-A-Friend program: “Refer-A-Friend and Win GREAT Prizes!” 11
  • 14. Step 2: Generate Leads Refer-a-Friend: To help generate leads of prospective customers, a refer-a-friend program will be created. Once parents sign up for StudyJams!, they will be asked to refer friends who they think would enjoy the product. A simple pop-up window will appear and prompt them for their name, their email address, and friends’ addresses. The top referrers will receive a free year’s subscription to StudyJams!, a Scholastic shopping spree, or a cruise for 4! Once the email addresses are obtained, promotional emails will be sent to the leads. Promotional Email: The promotional email that is sent to potential customers will describe in detail what StudyJams! is and how it works. It will include a link to the viral video, blog, forum, StudyJams! MySpace and Facebook pages, and the StudyJams! Website. Step 3: Customer Retention Early Annual Buyout Offer: To keep existing customers, an early annual buyout will be offered. For consumers who have chosen a monthly subscription, an offer that allows them to sign up for the rest of the year at a discounted price will be provided. This will be sent to them via email. Social Networking: 18 To increase customer involvement and brand loyalty (and therefore, retention) , Scholastic should create Facebook and MySpace pages for each of the StudyJams! characters and for StudyJams! as a whole. These social networking pages wouldn’t be heavily advertised – only mentioned in the “Meet the Crew” section of the StudyJams! site (i.e. “Add me on Facebook!”) and the promotional email. However, these pages will create greater product involvement and brand loyalty, increasing retention. (i.e. Leaving StudyJams! means losing friends) These pages would be handled by the customer service department. 12
  • 15. Contact Strategy Time Schedule: Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Magazine Homeschooling Today X X X X XX X The Old Schoolhouse X X XX X Practical Homeschooling X X X X XX X Blog StudyJams!byScholastic.blogspot.com X X X X C O N T I N U E Forum forum.studyjams.com X X X X C O N T I N U E Banner Ads Home-school.com X X X X C O N T I N U E Homeschoolcentral.com X X X X C O N T I N U E Thehomeschoolmom.com X X X X C O N T I N U E Conventions Midwest Parent Educator Conference X Midwest Homeschool Convention X Michigan Home Education Convention X FPEA Convention X ENOCH Homeschool Convention X ICHE State Convention X Home Educators Association of Virginia X WHO Convention X Viral Video Jello Face Launch X X X X Contact Strategy Time Schedule Justification: Advertisements should be running the entire natural school year (late August/September to late May/June), starting in January – with heavier emphasis during the months prior to the start of school. Two ads should be placed in the September issues of the magazines; online marketing should increase during this time as well. Homeschooling conventions typically start at the end of school, or the beginning of summer. This is when homeschooling parents look for new products and tools to use; therefore, the StudyJams! Vans will be most active during this time. The viral video should be launched at the beginning of August, preceding the start of school. Every three months, a different viral video with the same message should be launched to maintain buzz. 13
  • 16. Creative Strategy The Creative Sample Package contains samples of promotional tools used to capture attention and create interest, desire, and action in the homeschooling market. The overall theme is “HOMEschool your child with StudyJams!” Many survey respondents were happy to hear that Scholastic is “finally paying attention” to them. Putting “homeschool” right in the tagline will grab their attention. Furthermore, an acronym is provided, which provides a great segue for elaborating on the products features and benefits. (When people see an acronym, they’re curious to know what it is!) Hone your child’s skills in Math, Science, and State History. Occupy your child in a safe, fun, educational way – and check their progress later! Motivate your child to learn with incentives like Jam Points, redeemable for StudyJams! songs. Enlighten your home with the help of four positive, helpful characters - RJ, Zoe, Mia, and Sam. Scholastic has already given StudyJams! a fantastic look and a distinct personality. The key in advertisements will be consistency. While adaptations can be made to these ideas to account for differences in advertising space and type, they should all look and feel like StudyJams! ads, portraying quality and excitement! Step 1: Reach Initial Consumer The initial strategy is aimed at making as many impressions as possible and making them as strong as possible. StudyJams! should strive to always be there when the homeschooling parent is looking for resources or congregating on a large scale with other homeschoolers. The conventions, StudyJams! Vans, banner ads, and magazine ads target homeschoolers who are in a purchase 19 mindset because they are already doing homeschool shopping or research, whether they realize it or not. Ease of access, as well as the customer’s mindset, will make for great response rates. The viral video, blog, and forum will take advantage of homeschoolers’ tendency to congregate and communicate together and will rely mainly on word-of-mouth for circulation. These elements must be visually attractive, fun, and easily circulated to be successful. Step 2: Generate Leads Leads will be generated through a Refer-A-Friend program. The leads will then be sent a promotional email. The Refer-A- Friend contest should be advertised on all applicable StudyJams! media. Step 3: Customer Retention When the customer nears the end of their subscription, they will receive an email with an early buyout offer. Also, each of the StudyJams! characters, as well as StudyJams! as a whole, will have MySpace and Facebook pages. The person maintaining these pages will solicit towards the target market (especially current users of StudyJams!). This will create greater product involvement 18 and brand loyalty, increasing retention (i.e. Leaving StudyJams! means losing friends). 14
  • 17. Budget 15
  • 18. Works Cited 1. Kopf, D. (2007, July). E-learning market to hit $52.6B by 2010. In The Journal. Retrieved February 9, 2009, from http://www.thejournal.com/articles/21046 2. McGee, M. K. (2004, November 9). E-learning predicted to recover--again. In InformationWeek. Retrieved February 9, 2009, from http://www.informationweek.com/news/management/showArticle.jhtml?articleID=5 2600125 3. More kids use net for home studies. (2007, September 26). Belfast Telegraph. February 24, 2009, from LexisNexis database. 4. Gammell, C. (2009, January 1). Housewives spend half of their free time on the internet. In The Daily Telegraph (London). Retrieved March 10, 2009, from LexisNexis database. 5. Jump Start 3D World. (n.d.). Retrieved January 29, 2009, from http://www.jumpstart.com 6. Smith, M. (2004, July 12). Conveying values to new generation. In The Washington Times. Retrieved February 25, 2009, from LexisNexis database. 7. Homeschool vs. Public School. (2008, December 3). The Conservative Front. Retrieved January 29, 2009, from http://www.conservativefront.com/2004/12/03/homeschool-vs-publicschool/ 8. National Center for Education Statistics. (2003). U.S. Department of Education Institute of Education Sciences. Retrieved March 5, 2009, from http://nces.ed.gov/pubs2006/homeschool/ 9. Home schooling: The advantages and disadvantages. (2008). HomeschoolingResources.org. Retrieved March 4, 2009, from http://www.homeschoolingresource.org/Homeschooling_Pros_and_Cons.html 10. Skinner, D. E. (2004, July/August). No classroom walls. In bNet. Retrieved February 10, 2009, from http://findar ticles.com/p/articles/mi_qa4071/is_200407/ai_n9458202 11. Connolly, P. (n.d.). Benefits of Homeschooling. In Ezine Articles. Retrieved January 29, 2009, from http://ezinear ticles.com/?Benefits-of-Homeschooling&id=116931 12. Smith, C., & Sikkink, D. (1999, April). Is Private Schooling Privatizing? First Things 92, 16-20. 13. StudyJams! (n.d.). Retrieved January 29, 2009, from Scholastic Web site: http://www.studyjams.com 14. Robinette, M. (n.d.). Print Magazine Advertising. In Homeschooling Today. Retrieved March 5, 2009, from http://www.homeschooltoday.com/ 15. Advertising With Us. (n.d.). The Old Schoolhouse. Retrieved March 5, 2009, from http://www.thehomeschoolmagazine.com 16. Bergells, L. (n.d.). Banner ads: Size, placement, effectiveness. In WebsiteTips: Tutorials, tips, and top resources. Retrieved March 23, 2009, from http://websitetips.com/articles/marketing/bannerads/ 17. Porter, R. (n.d.). How to use video to increase your sales. In AllBestArticles.com. Retrieved March 25, 2009, from http://www.allbestarticles.com/internet/e-commerce/how-to-use-video-to-increase-your-sales.html 18. Quester, P., & Lin Lim, A. (2003). Product involvement/brand loyalty: is there a link? In Emerald. Retrieved March 25, 2009, from http://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=Published/ EmeraldFullTextArticle/Articles/0960120102.html 16
  • 19. 19. Simkovits, H. (2003, February 28). Learn how to enter your customer’s purchasing mindset. In Business wisdon. Retrieved March 25, 2009, from http://www.business-wisdom.com/articles/ArtclLearnHowTo. html 20. About us, Conferences. (n.d.). Midwest Parent Educators. Retrieved March 27, 2009, from http://www.midwesthomeschoolers.org/ 21. Annual convention. (n.d.). ENOCH (Education Network of Christian Homeschoolers) of New Jersey. Retrieved March 25, 2009, from http://www.enochnj.org/pagegen.cgi?opcode=fair 22. Connolly, P. (n.d.). Benefits of Homeschooling. In Ezine Articles. Retrieved January 29, 2009, from http://ezinearticles.com/ ?Benefits-of-Homeschooling&id=116931 23. Convention. (2000). Washington Homeschool Organization. Retrieved March 25, 2009, from http://www.washhomeschool.org/convention/einformation.html 24. Convention and events. (2005). Illinois Christian Home Educators. Retrieved March 26, 2009, from http://www.iche.org/pages/events/ 25. Exhibitor information. (1998). Home Educators Association of Virginia. Retrieved March 26, 2009, from http://heav.org/convention/exhibitor-information.html 26. Facebook advertising. (2009). Facebook. Retrieved March 25, 2009, from http://www.facebook.com/advertising/?src=pf 27. Homeschool convention. (n.d.). FPEA (Florida Parent-Educators Association). Retrieved March 26, 2009, from http://www.fpea.com/Convention/index.htm 28. Hunt, J. (2004, July/August). How do Homeschool Parents Know Their Children Are Learning? In Home Educator's Family Times. Retrieved January 29, 2009, from http://www.homeeducator.com/FamilyTimes/articles/21-4article3.htm 29. INCH.org (Information Network for Christian Homes). (2005). Retrieved March 25, 2009, from http://inch.org/ 30. Midwest Homeschool Convention in Cincinnati. (n.d.). Retrieved March 25, 2009, from http://www.cincinnatihomeschoolconvention.com/ 31. More kids use net for home studies. (2007, September 26). Belfast Telegraph. Retrieved February 24, 2009, from LexisNexis database. 32. Postupstand. (2009, Spring). Sky Mall, 15. 33. Shaw, H. (2009, March 20). Driving the message. In National Post (Canada). Retrieved March 27, 2009, from LexisNexis database. 34. THSC (Texas Home School Coalition). (n.d.). Retrieved March 26, 2009, from http://www.thsc.org/convention/General_information.asp 35. Welcome to haven homeschoolers! (n.d.). Haven Homeschoolers. Retrieved March 27, 2009, from http://www.homeschool- life.com/sysfiles/site_uploads/custom_public/custom1035.pdf 36. Plus: the decision making process. (2008). Ethics Resource Center. Retrieved March 25, 2009, from http://www.ethics.org/resources/decision-making-process.asp 17
  • 20. Appendix A: Demographics Data On average, homeschooled students watch significantly less television daily. 65.3% of students watch an hour or less of television per day. 33.1% watch two to three hours of television per day, 1.6% watch four to five hours of television per day and 0.1% watch more than six hours a day. The chart to the left breaks down the amount of money spent on home education per student in 1997. 17.9% spent $199.00 or less per student, 33.8% spent $200.00-$399.00 per student, 21.5% spent $400.00-$599.00 per student, and 25.1% spent more than $600.00 per student. The chart to the right shows the distribution of income for home school families versus the distribution of income for families with children nationwide. The plurality of home school families has an annual income of between $50,000 and $74,999. The plurality of families with children nationwide has an annual income of $19,999 or less. 18
  • 21. Appendix B – Copy of Survey 1. How many children do you homeschool in each grade level? K-2nd 3rd-6th 7th or above 2. If you use any online educational supplements, please indicate which ones below: 1. 2. 3. 4. 5. 3. What homeschooling groups/forums/etc. do you belong to: 1. 2. 3. 4. 5. 4. If you subscribe to any homeschooling magazines or periodicals, please indicate which ones below: 1. 2. 3. 4. 19
  • 22. 5. 6. 5. On Average, approximately how many hours do you spend on your computer each DAY 0-2 5-6 9 or more 3-4 7-8 6. On Average, approximately how many hours do your CHILDREN spend on your computer each DAY 0-2 5-6 9 or more 3-4 7-8 7. Have you ever heard of a product called StudyJams! by Scholastic? Yes No 8. Approximately how much do you spend on educational materials each year? 0-200 401-600 801-1000 201-400 601-800 1001+ The sponsor for our class project is Scholastic and StudyJams. Your information will NOT be shared with this company. If you could take a quick look at their homepage and answer the following, it would be most helpful. Please copy the following link into a new tab or browser page: http://studyjams.scholastic.com/sj/SampleContent.htm 1. Is this product something that would be useful enough to consider? Yes No 2. If you checked "No", please tell us why not. 3. What would be the useful benefits of such a product to you (please check all that apply). Education Useful substitute for online games my child currently plays 20
  • 23. Give me a break during the day while my child plays Other (please specify) 21
  • 24. Appendix C – Survey Results: Charts Chart 1 Chart one shows the most popular homeschooling magazines, as found by the survey. The Old Schoolhouse is the most popular, with 98 respondents subscribing to it. HSLDA is second with 27 subscribers, then HomeEducation Magazine with 19, California Homeschool Network with 17, and finally Secular Homeschool with 12 subscribers. Chart 2 Chart 2 displays the perentage popularity of homeshooling magazine by a percentage of the number of respondents who subscribe to magazines. 56% of magazine subscribers subscribe to The Old Schoolhouse, 16% subscribe to HSLDA, 11% to Home Education Magazine, 10% to California Homeschool Network, and 7% to Secular Homeschooling. 22
  • 25. Chart 3 The above chart displays the average amount of money homeschooling families spend on educational materials per year. 16% of families spend between zero and $200 a year, 27% spend between $201 and $400 a year (the most common amount), 21% between $401 and $600, 10% between $601 and $800, 11% between $801 and $1000, and 15% spend over $1001. This means that the price of StudyJams should not be a factor in the purchase decsion because it is a realtively low cost in the overall scheme of things. Chart 4 Chart 4 shows the average number of hours a homeschool child spends on the computer everyday. The majority of children (71%) spend 0-2 hours a day on the computer. 20% of homeschooled children spend 3-4 hours on the computer a day, 6% spend 5-6 hours a day on the computer, 2% spend 7-8 hours a day on the computer, and 1% spend more than 9 hours on the computer everyday. This means there’s plenty of room to grow! 23
  • 26. Chart 5 Chart 5 displays the average number of hours a homeschooling parent spends on the computer everyday. Most homeschooling parents (43%) spend between 0 and 2 hours on the computer everyday. 38% spend between 3-4 hours on the computer everyday, 12% between 5-6 hours, 5% between 7-8 hours, and 2% spend more than 9 hours on the computer everyday. 24
  • 27. Appendix D – Conventions The Midwest Parent Educator Conference In the fall of 1986, a small group of 17 homeschooling families gathered to pool its resources and to provide encouragement and fellowship for one another. This was the beginning of the Johnson County Parent Educators (JCPE). In late 2001, the JCPE membership voted to change the name of the organization to the Midwest Parent Educators (MPE). JCPE/MPE has experienced growth commensurate with that of the homeschooling movement nationally. We serve home educators in the greater Kansas City metro area, including many from Wyandotte, Miami, and Douglas counties in Kansas and from counties in Kansas City, Missouri. The Midwest Parent Educators Conference and Curriculum Fair began as a joint effort between Families for Home Education (FHE) and JCPE. It was originally called the MO-KAN Conference and began in 1992. Since 1994, the conference has been sponsored solely by MPE. The goal of the conference is to provide families with motivation and tools for continuing the home education process. Well-known speakers from across the nation are brought to Kansas City for the conference each spring. Over 150 distributors participate in the curriculum fair, and multiple workshops are offered to address issues facing homeschooling families. The conference has an average attendance of over 2500 people. Members of MPE receive ten issues of a newsletter, The Parent Educator, each year. Each issue contains news of events, classes, and activities of interest to homeschoolers. MPE also sponsors several support group meetings each school year. Seniors of those families who have been members of MPE for at least two years may participate in an inspirational high school graduation ceremony in the spring. The 2009 MPE Conference and Curriculum Fair will take place at the KCI Expo Center on April 17 & 18. The keynote address by Michael Farris on "Homeschooling Freedom: Past, Present and Future (with Parental Rights)" will be on Thursday, Apr. 16, 7.00 p.m. at Emmanuel Baptist Church, 10100 Metcalf Ave., Overland Park, KS 66212. http://www.midwesthomeschoolers.org/ 25
  • 28. Midwest Homeschooling Convention The Midwest Homeschool Convention in Cincinnati, April 16-18, 2009 at the Duke Energy Center, (http://www.CincinnatiHomeschoolConvention.com) is experiencing explosive growth. Now in its third year, and even in the face of trying economic circumstances, the convention has already attracted a record number of advance- registrations from thousands of homeschoolers, and from seventeen (17) states. For many years we felt that there was both a need and an opportunity for a homeschool convention in the Cincinnati area, and in 2006 we launched the Cincinnati Homeschool Convention. (Also known as the MidWest Homeschool Convention in Cincinnati) We believe strongly in the importance of home school support groups and organizations, and encourage homeschool families to find a good one and “plug in.” However, we do not have a direct affiliation with any particular home school group or organization. As such, there is no “membership requirement” in any particular homeschool organization to attend our convention…or to receive a discounted admission to our homeschool convention. Our purpose for the Convention is to honor the Lord Jesus Christ while facilitating an event that is well-attended and professionally-produced, that serves the Greater Cincinnati and MidWest Homeschool community and that is a success for our Speakers and Exhibitors! http://www.cincinnatihomeschoolconvention.com/ 26
  • 29. Michigan Home Education Convention Since 1984 our mission has been to serve families interested or involved in home education by providing the information, resources and encouragement needed to teach their children at home in the state of Michigan, and to work to ensure the continued freedom to do so. Our methods for accomplishing our mission include the following activities:  Providing assistance and information via telephone, mail, email and our World Wide Web site  Providing resource materials such as books, videos, cassettes and information packets  Sponsoring annual conventions and seminars  Establishing and maintaining communication with state and national home education leaders, legislators, attorneys, and media officials  Assistance in contacting and forming local support groups; and much, much more. Don't miss...  The largest home school convention in Michigan, with thousands of attendees!  On-site Children’s Conference for kids age 5 to 12.  New family rates.  More than 30 wonderful speakers!  Over 60 informative and inspiring workshops on topics for every home school family—prospective, new, or seasoned veterans.  Many exciting sessions for teens!  Recognition of the Michigan Home School Graduating Class of 2009.  Discounted hotel rates and FREE host homes for out-of-town guests!  PLUS— 12 hours of shopping in our huge exhibit hall with vendors from around the country! 26th Annual Michigan Home Education Convention - May 15 & 16, 2009 http://inch.org/convention/ 27
  • 30. FPEA Florida Homeschool Convention The Florida Parent Educators Association (FPEA) exists solely to serve homeschooling families in Florida. The FPEA executes that mission through support for the legal right to homeschool, local school board education and interaction, support group networking, a state convention, local conferences and events, informative communications, and most importantly, by giving individual encouragement, all in accordance with Judeo-Christian principles. Once again this year, the ever-popular FPEA Leaders Forum will be held in conjunction with the FPEA Florida Homeschool Convention. It will take place on Thursday, May 21, from 8:45 a.m.–4 p.m. at Rosen Shingle Creek in Orlando. As always, the Leaders Forum will feature training and encouragement for local homeschool leaders statewide as well as provide networking opportunities for those leaders. New features for this year’s program include a morning breakout session that will allow leaders to meet exclusively with fellow attendees from their FPEA district. Debbie Strayer will be the featured speaker during the luncheon program. And as a special bonus, Leaders Forum attendees will be permitted to enter the Convention exhibit hall an hour earlier than the rest of the Convention registrants. http://www.fpea.com/Convention/index.htm 28
  • 31. ENOCH of New Jersey ENOCH (Education Network of Christian Homeschoolers of New Jersey) is a organization which consists of like-minded christians dedicated to observe the Biblical commands of Deuteronomy 6:4-10, Proverbs 22:6 and Ephesians 6:4. We promote home education as the scriptural design for education, whereas institutional education is the alternative to the home. We believe that every family has the God-given, legal and constitutional right to home education in the state of New Jersey, regardless of their philosophy of education or religious affilation.  ENOCH was formed in 1989 by a small group of Christian home educators that reside in New Jersey.  ENOCH was incorporated in 1993 in the state of New Jersey.  ENOCH is a service-oriented, not-for-profit, volunteer ministry dedicated to serving the home education community in the State of New Jersey.  Being a non-profit 501c(3) tax exempt organization, we provide service to all who contact us the best we can. A group of home educators recognized the many difficulties associated with seeking basic information pertaining to Home Education. It became clear that access to information and support should be made available to all home educators in the most efficient manner possible. As a result ENOCH was formed. The 19th Annual Homeschool Convention - Friday & Saturday, May 29 & 30, 2009 at the New Jersey Convention & Expo Center, Edison, NJ http://www.enochnj.org/index.php 29
  • 32. ICHE State Convention Illinois Christian Home Educators is a not-for-profit Christian organization composed of families dedicated to the success of home education in Illinois. ICHE was started in December of 1983 by four Christian families seeking the support and fellowship of like-minded home educators. They decided to form ICHE for the purpose of encouraging the establishment of distinctly Christian support groups; compiling information helpful to the creation of such groups, and making it available to support group leaders. For the individual home educator, ICHE publishes a quarterly magazine called The Alliant. This magazine is currently free of charge and goes out to over 10,000 homes in Illinois. ICHE also sponsors conventions and conferences throughout the year. The largest and most popular event is the annual ICHE State Convention, held in the Chicago area. This three-day event provides national-level speakers, a variety of workshops covering many helpful topics, and a vendor hall jam- packed with curriculum suppliers. June 4-6, 2009 Calvary Church, 9S200 State Route 59, Naperville, IL 60564 http://www.iche.org/pages/events/ 30
  • 33. Home Educators Association of Virginia HEAV—Serving the homeschoolers of Virginia through information, legislation, and resources for over 20 years. Home Educators Association of Virginia is the oldest and largest member-supported, statewide, non-profit homeschool association. Since 1983 we have successfully worked to promote and protect home education in Virginia through information, legislation, and resources. HEAV, coming from a biblical worldview, serves all homeschoolers—regardless of religious or philosophical beliefs. Membership is, and always has been, open to all. With a full-time office staff and hundreds of dedicated volunteers, we're ready to answer your questions, offer support, and serve your needs—just give us a call (804-278-9200) or send us an e-mail message. Get ready to be challenged, encouraged, equipped, and inspired to make a lasting difference in your home! Speakers include Voddie Baucham, Carol Barnier, Joel Salatin, Inge Cannon, Jessica Hulcy, Steve Demme, Dianne Craft, Adam Andrews, Debbie Strayer, and many others! The theme is "Home Education: Turning Our Hearts Toward Home." The HEAV Virginia Homeschool Convention offers 119 workshops, a 290+ booth Exhibit Hall, a Used Curriculum Sale (39,000+ items), a Children's Program, four FREE how-to-begin sessions on Thursday, and more! June 11-13, 2009 Greater Richmond Convention Center Richmond, Virginia http://www.heav.org/ 31
  • 34. WHO Convention The Washington Homeschool Organization (WHO) is a statewide, non-profit membership organization. Its mission is to serve the diverse interests of home-based education in Washington State. WHO is nonpartisan, nonsectarian, and non discriminating in its views of homeschooling and participation in its activities. Our 24th annual convention will be June 19th & 20th, in the Americraft ShowPlex at the Puyallup Fair & Events Center in Puyallup, WA, 110 9th Ave SW, Puyallup, WA 98371. WHO is committed to providing the highest quality speakers and curriculum hall at the lowest price possible to our attendees so that EVERYONE can attend. Read what people are saying about our 2008 Conference: "It will become a yearly event for us." "It was great!" "The exhibits by the kids were fantastic!" "You have a good variety of vendors." "It is the absolute highlight of our year." "I made it a point to drive two and a half hours with my family to attend the WHO Convention because WHO had a great lineup of classes and all my favorite homeschool vendors!" "The WHO conference is a once-a-year opportunity for home educators to hear deeply informed speakers; evaluate and purchase a wide variety of quality products to make home studies clearer, more educationally meaningful and more enjoyable; and to network with other home educators who have answers to your questions. It's also fun!" -- Jim Weiss of Greathall Productions, Internationally Known Storyteller and Author http://www.washhomeschool.org/ 32
  • 35. Appendix E – Budget Explanation Banner ads: The banner ad for Thehomeschoolmom.com will cost an estimated $3,300 to produce. It will reach an estimated 2,400,000 people over the course of a year. The cost of running the ad (variable cost) will be $6,000 for the year. The total cost of the ad is $9,300. This makes the CPM $3.88. An estimated response rate of 0.02% was given to banner ads. Running the ad will provide StudyJams! with 480 acquisitions. The CPA for Thehomeschoolmom.com is $19.38. The banner ad for Homeschoolcentral.com will cost an estimated $3,300 to produce. It will reach an estimated 144,000 people over the course of one year. The cost of placing the ad will be $720 for the year. The total cost for running the ad will be $4,020. This makes the CPM $27.92. An estimated response rate of 0.02% was given to banner ads. Running the ad will provide StudyJams! with 28.8 new acquisitions. The CPA for Homeschoolcentral.com is $139.58. The banner ad for Home-school.com will cost an estimated $3,300 to produce. It will reach an estimated 24,000,000 people over the course of one year. The cost of placing the ad will be $6,000 for the year. The total cost for running the ad will be $9,300. This makes the CPM $0.39. An estimated response rate of 0.02% was given to banner ads. Running the ad will provide StudyJams! with 4800 new acquisitions. The CPA for Homeschoolcentral.com is $1.94. Blog: To create/maintain a blog at StudyJams!byScholastic.blogspot.com a homeschooling mother will be paid $3,000 for a year of work. It will reach an estimated 100,000 over one year. There are no variable costs associated with the blog. The CPM for the blog will be $30. An estimated response rate for the blog is 0.5%. This will provide StudyJams! with 500 new acquisitions. The CPA for the blog is $6.00. Forum: To maintain a forum at forum.studyjams.com, a moderator will be paid $3,000 per year. The forum will reach an estimated 100,000 new customers. There are no variable costs related with the forum. The CPM for the forum is $30. The estimated response rate for the forum is 0.5% which will result in 500 new acquisitions. The CPA for the blog is $6.00. Social Networking: To create and run a pages for the StudyJams! characters on Facebook and Myspace, an internal source (i.e. customer service) will be paid $10,000 per year. There are no variable costs related with social networking and the pages will reach an estimated 300,000 consumers a year. The CPM for the pages is $33.33. The estimated response rate for the social networking pages is 0.25%. This will result in 750 acquisitions at a CPA of $13.33. Viral Video: It will cost $30,000 to produce the viral video. There are no variable costs associated with the video. The video will reach an estimated 500,000 people which makes the CPM $60.00. An estimated 1% response rate is associated with viral videos. This will result in 5,000 new acquisitions at a CPA of $6.00. Magazines: To produce an ad for Homeschooling Today, it will cost $6,000. It will cost $5,000 to run a full page ad in the magazine. The total cost of running the ad will be $11,000. The magazine reaches an estimated 960,000 consumers in one year at a CPM of $11.46. There is an estimated response rate of 1% for magazine ads. This will result in 9,600 acquisitions at a CPA of $1.15. To produce an ad for The Old Schoolhouse, it will cost $6,000. It will cost $7,820 to run a full page ad in the magazine. The total cost of running the ad will be $13,820. The magazine reaches an estimated 320,000 consumers in one year at a CPM of $43.19. There is an estimated response rate of 1% for magazine ads. This will result in 3200 acquisitions at a CPA of $4.32. To produce an ad for Practical Homeschooling it will cost $6,000. It will cost $5,000 to run the full page ad in the magazine. The total cost of running the ad will be $11,000. The magazine reaches an estimated 600,000 consumers in one year at a CPM of $18.33. There is an estimated response rate of 1% for magazine ads. This will result in 6,000 acquisitions at a CPA of $1.83. 33
  • 36. Refer-A-Friend: The total cost of the refer-a-friend program is about $5000. Most of the cost is from the prizes. The cruise will cost around $4000, the $500 shopping spree (since it is a Scholastic spree) will be around $300, and the 1-year membership will cost virtually nothing. The rest of the costs can be assigned to administrative duties relating to the program. Conventions: The total cost of the conventions is $65,200. The total registration fee for the eight conventions is $8,000. It will cost $12,000 to produce the four stand-up banners. There will be 12 laptop computers purchased at a price of $12,000 ($1,000 each). Two flat screen televisions will be purchased for $5,000. Two StudyJams! Sales Representatives will be paid a total of $25,000 for their work at the conventions. $10,000 will be allocated for miscellaneous expenses. After the conventions are over, the laptops and flat screen televisions will be sold for a total of 7,000. StudyJams! will attend eight conventions. The MPE Conference will have a reach of 2,500 people and an estimated response rate of 5% which will result in 125 new acquisitions. The Midwest Homeschool Convention will reach 3,000 people with an estimated response rate of 5% which will result in 150 new acquisitions. The Michigan Home Education Convention will reach 3,000 people at a response rate of 5% which will result in 150 new acquisitions. The FPEA Convention will reach 3,000 people with an estimated response rate of 5% which will result in 150 acquisitions. ENOCH of New Jersey will reach an estimated 3,000 people at a response rate of 5% which will result in 150 acquisitions. ICHE State Convention will reach an estimated 4,000 people at a response rate of 5% which will result in 200 acquisitions. HEAV State Convention will reach an estimated 10,300 consumers at a response rate of 5% which will result in 515 acquisitions. The WHO Convention will reach an estimated 4,000 people at a response rate of 5% which will result in 200 acquisitions. The total CPM for all of the conventions is $1,987.80 which creates a total CPA of $39.76. Although this CPA sounds extremely high, IMO’s research suggests that homeschooling conventions are an integral part of homeschooling culture and provide invaluable exposure so, even if the CPA is high, StudyJams! is gaining valuable impressions. Furthermore, the “Refer-A-Friend” program will help numbers overall and the StudyJams! Vans help offset the costs of attending conferences and should actually result in more new subscribers than the booths themselves. (See next) StudyJams! Van: StudyJams! will purchase two Hyundai Entourages which will cost a total of $50,000. The vans will be wrapped with the StudyJams! design, which will cost a total of $20,000. Gas and other expenses for travel will be $5,000 (this will also take care of some costs that would otherwise be assigned to convention costs). When the conventions are finished, StudyJams! will sell the vans and receive 25,000. The vans will reach 1,600,000 people at an estimated response rate of 1%. This will result in 16,000 new subscribers and makes the total CPA for the vans $3.75. Return on Investment: The return on investment was calculated by first determining the revenue that the campaign will generate. The average StudyJams! customer purchases the product for 6 months. This makes the lifetime revenue per customer $35.70 (5.95/month X 6 months). To determine revenue, the $35.70 is multiplied by the number of acquisitions. The revenue for the campaign is $1,784,964.30 (49,999 acquisitions X 35.7 = 1,784,964.30). To determine the ROI, the total expenses of the campaign was subtracted from the revenue and then divided by the total revenue (1,784,964.30- 234,640)/1,784,964.30 = 83.85 %). The ROI for the campaign is 83.85%. 34
  • 37. Table of Contents VIRAL VIDEO (JELLO FACE) ......................................................................................................................................1 FORUM ................................................................................................................................................................................7 BLOG 1 .................................................................................................................................................................................8 BLOG2 ..................................................................................................................................................................................9 PRINT AD 1..................................................................................................................................................................... 10 PRINT AD 2..................................................................................................................................................................... 12 BANNER AD 1................................................................................................................................................................ 14 BANNER AD 2................................................................................................................................................................ 15 UPRIGHT BANNER 1 FOR HOMESCHOOLING CONVENTIONS ................................................................................. 16 UPRIGHT BANNER 2 FOR HOMESCHOOLING CONVENTIONS ................................................................................. 17 STUDYJAMS! MINIVAN .................................................................................................................................................... 18 SAM’S MYSPACE PAGE ..................................................................................................................................................... 20 MIA’S FACEBOOK PAGE ................................................................................................................................................... 21 SAM’S FACEBOOK PAGE .................................................................................................................................................. 22
  • 38. 1
  • 39. The video opens with the slogan and some music. The first scene shows three young children being annoying as the mother tries to talk. Each child has a colored tee-shirt labeled: “Easily Distracted,” “Unrealized Potential,” and “Mediocre. 2
  • 40. Mom explains her plight. After being scolded by his mother, “Easily Distracted” gets an idea when he sits down to enjoy a snack. 3
  • 41. Smashing Jello into his mother’s face, “Easily Distracted” proves that sometimes, mothers need a break! The next frame presents an alternative to the cold, squishiness of spending all day trying to teach and control 3 kids all day long. 4
  • 42. With StudyJams!, the kids now have new labels: “Motivated,” “Exceptional,” and “Focused.” They are shown using StudyJams! and getting along peacefully in the background as mom explains her better life. 5
  • 43. The clip ends with a screen shot of the ideal situation for a homeschooling mom and uplifting music. 6
  • 44. Forum Attention – The bright, fun look of this Interest – The tagline is boldly displayed forum is very inviting and grabs their on the top of the page and an attention. introduction of the content is prominently featured, peaking the viewer’s interest. Desire – Homeschooling parents have Action – Making it easy to sign up and tight-knit groups and are very attracted post on the forum, this page also offers to community and interconnectedness. links to Refer-a-Friend and the This forum and its many topics will give a StudyJams! Homepage (the logo will be a platform that they will greatly appreciate. link to the homepage) 7
  • 45. Blog 1  Attention- Attention is captured by the use of Scholastic StudyJams! vibrant colors and the unique blog layout. The subject of the blog post stands out so people know exactly what they are about to read.  Interest- Homeschooling parents take great interest in knowing new ways to aid their child’s education. StudyJams! offers just that and, as such, will generate interest.  Desire- Desire is being created with the ability to leave comments on individual posts and the ability to click directly onto the StudyJams! website.  Action- Action is in the ability to click the hyperlink directly to the StudyJams! website to either start a free trial or purchase the product. 8
  • 46. Blog 2  Attention- Attention is captured by the use of Scholastic StudyJams! vibrant colors. The large bolded title allows readers to know exactly what they are about to read/see.  Interest- Homeschooling parents take great interest in knowing new ways to aid their child’s education; therefore, creating an interest in a new product by a trusted name brand such as Scholastic is key.  Desire- Desire is created in the way the video makes homeschooling parents feel like they deserve a moment alone while knowing their child gets a good education.  Action- Action is in the ability to click the hyperlink directly to the StudyJams! website to either start a free trial or purchase the product. 9
  • 47. Print Ad 1 10
  • 48. Desire – Offering a free trail will help create desire. Attention – Using the large StudyJams! logo and bright colors helps draw attention to the ad. Interest – This copy creates interest in the consumers mind by explaining StudyJams! Action – The website along with the “Log on Now” burst creates a call of action towards the consumer. 11
  • 49. Print Ad 2 12
  • 50. Attention – The bright colors and large headings grab attention. Action – The “Log on now” and the website helps create action. Interest & Desire – The “Refer-A-Friend” starburst, along with the “HOME” acronym, will spark interest and desire for parents. 13
  • 51. Banner Ad 1 Frame 1 Frame 2 14
  • 52. Banner Ad 2 Frame 1 Frame 2 Attention: The attention grabs the viewer towards the center in both banner ads with StudyJams! logo. Bright colors and an easy to read format will attract the viewer’s eye. The tagline, “HOMEschool Your Kids With StudyJams!” is in bold and located at the top of the ad enticing the viewer to click on the ad and find out more. Both banner ads 1&2 have balance within their layouts and are proportional. Interest: Interest is created by using characters and the word “HOMEschool.” Everyone loves to feel they are being catered to and the tagline does just that. Desire: The acronym outlines several product features and benefits, causing the viewer to desire to purchase StudyJams! Action: In both banner ads, there will be movement between each frame going back and forth. This is another technique to attract the viewer to the ad. In banner ad one, it states “Just a click away” to intrigue the viewer to find out more. Banner ad 2 has a similar idea with two “click here” phrases towards the bottom of the ad. 15
  • 53. Upright Banner 1 for Homeschooling Conventions Attention – The bold, saturated colors grab the viewer’s attention and imply product quality. Interest – The Scholastic name, as well as the fun, yet professional, graphic get viewers interested. Desire – Homeschooling parents care a lot about their kids’ education and are coming to these conferences in order to find better/more educational products for their children. This one offers to improve skills in multiple areas and looks fun, which is very enticing for viewers. Action – “Sign up for a free trial here!” is a great call to action! It will be incredibly easy for parents to sign up on one of the three computer stations that will be set up. Furthermore, in case the viewer doesn’t want to sign up at the station, the website is provided. 16
  • 54. Upright Banner 2 for Homeschooling Conventions 17
  • 55. StudyJams! Minivan 18
  • 56. Attention – It’s not Interest – Besides Action – “Sign Up Desire – The opposite often that someone making the van more Today,” “Use side of the van will say, sees a vehicle driving interesting to look StudyJams!” and the “Use StudyJams to around with colors at, the characters website listed along improve your child’s skills like this! Bold, also make StudyJams the bottom of both in Math, Science, and saturated colors and look interesting. sides of the van call State History!” The back dynamic composition After all, how often the viewer to action. of the van will feature the grabs the viewer’s do people associate slogan, “HOMEschool attention. playing basketball or Your Child With guitar with school? StudyJams!” and will list some features of StudyJams! The slogan, as well as the education appeal and overall quality look will give viewers the desire to sign up. 19
  • 57. Sam’s Myspace Page 20
  • 58. Mia’s Facebook Page 21
  • 59. Sam Jams Facebook Page 22

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