Mcgraw Hill Campus Concept
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Mcgraw Hill Campus Concept

  • 2,179 views
Uploaded on

UNLV AMA Collegiate Competition Slides for McGraw Hill Online Presence

UNLV AMA Collegiate Competition Slides for McGraw Hill Online Presence

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
2,179
On Slideshare
2,176
From Embeds
3
Number of Embeds
2

Actions

Shares
Downloads
44
Comments
0
Likes
0

Embeds 3

http://www.slideshare.net 2
http://www.linkedin.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. McGraw Hill E-Portal Marketing Plan 2008 UNLV AMA Case Team Jennifer Bianchi, Brian Knowlton, Gina Mizzoni, Grace Small, Brandon Henderson, Yi Cong, Theresa Boucher, Ariel Davis, Amber Alpern and Equilla Hill 2008 International AMA Case Competition
  • 2. University of Nevada, Las Vegas
    • Jennifer Bianchi
    • Brian Knowlton
    • Gina Mizzoni
    • Grace Small
    • Theresa Boucher
  • 3. McGraw-Hill Case Challenge Develop a Marketing Plan to Promote a McGraw-Hill Higher Education E-Commerce Portal
  • 4. Situation Facing the Launch of McGraw-Hill’s E-portal McGraw-Hill Higher Education
  • 5. Textbook Industry
    • Under fire for escalating prices
    • GAO Report on textbook prices 2005
    • ACSFA Study 2007
    • College Opportunity and Affordability Act of 2008 - HR 4137
  • 6. Today’s Students 18 million in 2007 23% of the textbook sold were purchased online (NCSA 2007)
  • 7. 2010 Students
    • 18.8 million students by 2010
    • Spend more time on-line
    • Read more on-line content
    Digitally Connected Campus
  • 8. E-Portal Competitors for McGraw-Hill
    • Main Publishing Competitors are All Developing Their Own E-portals
      • Pearson Learning Group
      • Thomson  ThomsonNow!
      • Cengage  Cengage Now
      • Willey  WileyPLUS
    • Online New and Used Bookstores
      • Amazon.com
      • CheapestTextbooks.com
      • TextbooksNow.com
      • BIGWORDS.com
    • But there is another competitor to consider
  • 9. BUT Another Competitor…
    • Campus Bookstores!
    • The used textbook association states that: “Publishers are going direct to students. Proactive measures by the bookstore can help reduce these tactics. Learn the strategies you can employ to combat publisher direct to student merchandising tactics.”
  • 10. McGraw-Hill SWOT
    • Strengths
      • Brand name recognition
      • Relationship with professors
      • Presence on college campus
      • Leader in publishing industry for 100 years
      • Strong financial resources
      • Market leader in college textbook market
    • Weaknesses
      • Resources tied to the printing business
      • Lack of experience within the eCommerce arena
  • 11. McGraw-Hill SWOT
    • Opportunities
      • Large percentage of students purchase a variety of products online
      • Next generation of students are already reading online content
      • More tech savvy students
      • Market growth and potential within eText trade
      • Large number of students using the web for social networking
    • Threats
      • Increase in distribution related competition
      • Increase number of online competitors
      • Increasing efficiency of the used textbook market
      • Political pressures to reduce textbook prices
      • Campus bookstore PR campaigns to blame high textbook prices on publishers
  • 12. Success Requirements
    • Produce an e-portal that provides students with free or low cost educational support materials (Good PR and supports the ASCFA Report)
    • Deliver textbooks at a lower price than through existing channels (GAO)
    • A Creative website that adds value for students to create retention
  • 13. Primary Research
  • 14. Primary Research
    • Two Forms:
    • Two Focus Groups
      • • Professors to discuss e- portal
    • Survey
      • • Collected 250 Student Surveys
      • • SPSS Statistical Analysis
  • 15. Focus Group
    • Primary Goal
    • Why would professors recommend a publisher sponsored e-portal for students
    • We wanted a variety of professor’s with different teaching background to get collective feedback.
  • 16. Why Would a Professor Recommend a Publisher’s E-portal to Students
    • Enhance the learning experience
    • Increase Students likelihood of success
    • Customize class content
    • Course related current events
    • User Friendly
    • Cheaper
    • Fast
  • 17. Survey
    • Three main focuses of the survey design:
      • Find out what type of students will use the services offered by e-portal
      • Determine who to target
      • Estimate the size of the student market to target
  • 18. Results
    • Frequencies and Descriptive Statistics
      • Large disparity among study material usage
    • Cluster Analysis
      • Two Group Solution
        • 1 st Group (41%) Very likely to use or buy supplemental education materials
        • 2 nd Group (59%) No expectation to use or buy
    • 41% of Students
      • Buy Educational Content
  • 19. Discriminate Analysis
    • Determine differences between groups to better understand these students
    • Based on the discriminate analysis we named these two groups High Achievers and Regular Students
  • 20. Discriminate Analysis Findings Differences Between High Achievers and Regular Students
    • Major - No difference
    • Year in school - No difference
    • No significant difference in terms of courses in which students used supplemental study aids
  • 21. Use of Web for Academic Performance
        • High Achievers are more likely to use:
        • On-line Libraries
        • Professors Websites
        • General educational content (definitions)
  • 22. E-Books
    • High Achievers are more likely to purchase e-books online
    • Compared to regular students, High Achievers did not think e-books were difficult to read
  • 23. Conclusion
    • Cannot target specific students in major, year, or by specific courses
    • McGraw Hill will target students based on their academic motivation & habits
    • Use of the McGraw Hill e-portal by high achievers will be influenced by the educational content of the website
  • 24. Target Market
  • 25. Target Market
      • Based on the primary research, we have defined the primary target market as:
      • HIGH ACHIEVERS
      • 41% of college students
  • 26. Primary Target Market
      • High Achievers
      • Motivated to do well in school
        • Want to achieve success in both their academic & professional careers
        • Don’t settle for less than excellent grades
      • Technologically advanced
        • Use technology to enhance their learning
      • Early adopters, innovators, opinion leaders and sneezers
      •  IDEAL TARGET MARKET
  • 27. Primary Target Market Six sub-markets: High-achievers are found in each of these submarkets, each with its own educational needs Professional Majors Liberal Arts Majors Lower Division Undergraduates 1 2 Upper Division Undergraduates 3 4 Graduates 5 6
  • 28. Secondary Target Markets
      • Students with special needs
      • Students with Disabilities
        • May require assistance to reach their academic goals
      • International Students
        • May need measures to overcome language barriers
      • Non-traditional Students
        • May look for tools to become more efficient learners
      • Online Students
        • May need resources to better grasp the material
  • 29. Major Challenge Competition
    • Many e-commerce sites sell hard cover books at a price less than McGraw-Hill charges for e-books
    • To attract and retain students/customers, McGraw-Hill must differentiate itself from competing e- commerce portals
    • Students can already purchase textbooks and other course-
    • related content online
  • 30. Differentiation Strategy
      • E-portal must be designed to be more than just an online bookstore competing solely on price
      • E-portal must serve the high achievers who seek
      • additional resources to achieve excellence in school
      • E-portal needs to be a virtual resource center that’s like an online campus
  • 31. Positioning Statement
      • McGraw-Hill’s E-Portal will
      • Provide Educational Content and Support for a Virtual Community of Scholars
  • 32.
    • Academic Virtual community
    • One-stop shop for high achievers
    • ACSFA: This is the future direction of educational content in 5-10 years
    Needs to be More Than Just Another Online Bookstore!
  • 33.
    • Where do you find these students?
  • 34. Welcome to The McGraw Hill Campus
  • 35. Important Features of the McGraw Hill Campus
    • Students and faculty will register at the McGraw-Hill Campus to become MHC students and faculty
    • McGraw-Hill Campus will have a bookstore, a library and student union
      • These three major entities will provide the students with the tools that meet their individual academic needs
      • Project a real campus setting
      • Available for all registered users
    • Flexibility to expand
  • 36. McGraw Hill Campus
  • 37. McGraw Hill Campus Bookstore
      • Note: The option to buy and sell used textbooks
  • 38. McGraw Hill Campus
  • 39. McGraw Hill Campus Library
      • FREE access to a whole range of educational content and useful academic resources
      • Registered students can visit whenever they want
      • Supports research and further learning
      • MHC faculty can place handouts, readings, etc. on reserve at the library
  • 40. McGraw Hill Campus
  • 41. McGraw Hill Campus Student Union
    • Students will be able to freely communicate with one another to discuss course specific issues, exchange ideas, and ask questions
    • They will have access to a number of supplemental resources that enhance their understanding of course material
    • students will become active learners, taking control of their education and becoming more engaged in their learning.
  • 42. Marketing Strategy and Tactics
  • 43. Acquisition and Retention
  • 44. Targeting Faculty
      • Sales Rep Campus Visits
      • Sales Rep Phone Calls and Email
      • Incorporating McGraw Hill Campus demonstration at National Conference Book Displays
  • 45. Targeting Students
    • Database Marketing
    • Viral Marketing
    • Internet Marketing
    • Guerilla Marketing
  • 46. Acquisition and Retention Tactics: Students
  • 47. Acquisition and Retention Tactics: Students
        • Refer A Friend Incentive Program
        • Increasing incentives based on number of referrals.
          • Percentage off discounts
          • Flat dollar amount discounts
          • Free study material
    Cost: $75,000
        • Viral Marketing
  • 48. Acquisition and Retention Tactics: Students
        • Email Alerts
    • Allows McGraw Hill to make inexpensive, timely and customized offers to MHC Students
    Cost: $1,000
  • 49. Acquisition and Retention Tactics: Students
    • Reminders that are set into their McGraw-Hill Campus personal reminder calendar
      • Homework, quizzes and exams
    • Discounts, Promotional codes, Free material
    • “ What’s new” features
      • Text Message Alerts
    Cost: $64,000
  • 50. Acquisition and Retention Tactics: Students
    • Internet Marketing
    • We investigated buying key words on Google.
    • Bottom line is that it’s too expensive given our budget.
    Google key word prices – per click College textbooks $.85 Used Textbook $.85 College Textbook $.80 Cheap Textbooks $.90 Buy cheap text books online $.93 Buy cheap text books $.92
  • 51. Acquisition and Retention Tactics: Students
        • $.01 per click through
        • Facebook --> The College Focused Social Network
        • Rate My Professor --> High Traffic College Student Website
    Cost: Facebook $35,000, Rate My Professor $40,000
  • 52. Guerilla Marketing Cost: $0
  • 53. Acquisition and Retention Tactics: Students
        • Passing out flyers
        • Student Union television advertisements
        • Classroom presentations
        • Merchandise giveaways
        • Educational material coupons
        • Recruitment booths
        • Increase hype among students of the benefits and resources offered on the MHC website
        • American Marketing Association Street Teams
  • 54. American Marketing Association Street Teams
    • 2$ per student commission with a maximum of 250 students per semester.
    • Result is $1500 dollar per AMA Chapter and a $6 per student acquisition fee.
    • If each chapter reaches the 250 student recruitment goal, 25,000 students will sign up within the first semester.
    cost: $150,000
  • 55. Marketing Goals and Forecasts
  • 56. McGraw Hill’s #1 Goal
    • Build positive image
  • 57. Database and Traffic Goals for students
    • 2009 – Registered Students - 300,000
    • Total Visits to the Website - 9,000,000
    • 2010 – Registered Students - 600,000
    • Total Visits to the Website - 18,000,000
    • 2011 - Registered Students - 1,000,000
    • Total Visits to the Website - 30,000,000
  • 58. Database and Traffic Forecast for students * (Average of 15 visits per semester by each registered student) 36 million website visits to the campus website in 2011 36,047,451 Total for 2011 19,720,399 1,750,000 17,970,399 1,198,027 12% 9,983,555 Fall 2011 16,327,062 1,500,000 14,827,062 988,471 10% 9,884,708 Spring 2011 22,715,153 Total for 2010 12,994,207 1,250,000 11,744,207 782,947 8% 9,786,839 Fall 2010 9,720,946 1,000,000 8,720,946 581,396 6% 9,689,940 Spring 2010 9,884,600 Total for 2009 6,506,400 750,000 5,756,400 383,760 4% 9,594,000 Fall 2009 3,378,200 500,000 2,878,200 191,880 2% 9,594,000 Spring 2009 Total number of website visits Random visits by unregistered students # of Website visits by registered students* # of Registered Students Share of Tgt Mkt students Registered Market Size
  • 59. Database and Traffic Goals for Faculty
    • 2009 – Registered faculty - 60,000
    • Faculty Visits to the Website - 750,000
    • 2010 – Registered Faculty - 120,000
    • Faculty Visits to the Website - 1,500,000
    • 2011 - Registered Faculty - 200,000
    • Faculty Visits to the Website - 3,000,000
  • 60. Database and Traffic Forecast for Faculty 3,422,000 2011 total 1,862,000 350,000 1,512,000 216,000 12% 1,800,000 Fall 2011 1,560,000 300,000 1,260,000 180,000 10% 1,800,000 Spring 2011 2,077,000 2010 total 1,174,000 250,000 924,000 132,000 8% 1,650,000 Fall 2010 893,000 200,000 693,000 99,000 6% 1,650,000 Spring 2010 880,000 60,000 2009 total 570,000 150,000 420,000 60,000 4% 1,500,000 Fall 2009 310,000 100,000 210,000 30,000 2% 1,500,000 Spring 2009 Total number of website visits Random visits by unregistered faculty # of Website visits by registered faculty # of Registered Faculty Share Registered Mkt Size
  • 61. Goal for McGraw-Hill Campus Sales
    • 2009 - $2,000,000
    • 2010 - $10,000,000
    • 2011 - $20,000,000
  • 62. Forecast for McGraw-Hill Campus Sales Sales forecast for McGraw-Hill Campus Website forecast to be $24,750,000 for 2011. 24, 755,262 14,376,319 8% 179,703,988 599,013,292 500 1,198,027 12% 9,983,555 Fall 2011 10,378,943 7% 148,270,617 494,235,390 500 988,471 10% 9,884,708 Spring 2011 11,406,895 Total 2010 7,046,524 6% 117,442,073 391,473,576 500 782,947 8% 9,786,839 Fall 2010 4,360,473 5% 87,209,460 290,698,200 500 581,396 6% 9,689,940 Spring 2010 3,166,020 Total 2009 2,302,560 4% 57,564,000 191,880,000 500 383,760 4% 9,594,000 Fall 2009 863,460 3% 28,782,000 95,940,000 $500 191,880 2% 9,594,000 Spring 2009 Total estimated Sales Percent buying direct from McGraw-Hill McGraw-Hill Mkt Share (30%) Total $ size of the Market Semester Book and study guide spending # of Registered Students Share Registered Mkt Size
  • 63. Timeline
    • Fall of 2008
    • Develop and Beta Test Website
    • Spring 2009
    • Launch Website
    • Visit with individual professors about McGraw-Hill Campus during campus visits
    • Present McGraw-Hill Campus at annual conferences
    • Follow-up Phone calls with faculty members
    • Emails to faculty members with quick links
    • Promotional giveaways to faculty
    • Banner and Box ads on Facebook and Rate May Professor
    • Website on all new Textbooks
    • Refer a friend Program
    • AMA Street Team Program
    • Email and Text Alerts to registered students
    • Start of the semester special offers to registered students
    • opt-in E-Newsletters to registered students
    • Finals Week special offers to registered students
  • 64. Timeline
    • Summer 2009
    • Maintain and update McGraw-Hill campus Website
    • Fall 2009
    • Visit with individual professors about McGraw-Hill Campus during campus visits
    • Present McGraw-Hill Campus at annual conferences
    • Follow-up Phone calls and emails to faculty members
    • Banner and Box ads on Facebook and Rate my Professor
    • Website on all new Textbooks
    • Email and Text Alerts to registered students
    • Start of the semester Special offers to registered students
    • Finals Week Email special offers to registered students
  • 65. Timeline
    • Spring 2010
    • Visit with individual professors about McGraw-Hill Campus during campus visits
    • Follow-up Phone calls and emails to faculty members
    • Banner and Box ads on Facebook and Rate my Professor
    • Website on all new Textbooks
    • Email and Text Alerts to registered students
    • Start of the semester Special offers to registered students
    • Finals Week email special offers to registered students
    • Summer 2010
    • Maintain and update McGraw-Hill campus Website
  • 66. First Year Budget 0 Finals Week Email special offers 450,000.00 Total Budget 70,000.00 Website Content Costs 0 Opt-in Newsletters to students 0 Start of the semester Special offers to registered students 40,000 Banner and Box ads on Rate my Professor 64,000 Text Alerts to registered students 1,000 Email Messages to registered students 35,000 Banner and Box ads on Facebook 75,000 Refer a friend Program 150,000 AMA Street Team Program 0 Website on all new Textbooks Student Activities 5,000 Promotional giveaways to faculty 5,000 Present McGraw-Hill Campus at annual conferences 0 Emails to faculty members with quick links 0 Follow-up Phone calls with faculty members 5,000 Visit with individual professors about McGraw-Hill Campus during campus visits Faculty activities
  • 67. Summary
  • 68. Questions?