The Princeton Review commissioned a marketing report from Cornerstone Community Consultants. The report includes a market research analysis, identification of key market segments, and a customized marketing plan. It analyzes the test prep market and Princeton Review's competitors. The marketing plan recommends strategies like a student referral program, targeted Facebook ads, sponsoring academic competitions, and hiring student brand ambassadors. It also provides interviews with target customers and data on relevant student organizations to inform the marketing approach. The goal is to increase awareness of Princeton Review on university campuses and attract more students in key market segments through an innovative yet cost-effective marketing strategy.

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The Princeton Review Final Report
Presented by:
Andrew Meng
Rachel Wood
Shailen Naik
Tracy Chen
Daniel Kwak

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Advisor: Cyrus Rapinan
Table of Content
Executive Summary 3
Market Research 9
Marketing Plan 9

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Executive Summary
The Princeton Review, hereby our “Client”, has enlisted the service of Cornerstone Community
Consultants, “CCC”, to assist in their market research and marketing plan. CCC’s responsibility
includes rigorous research of current test prep market conditions, recommendations for
marketing improvement, and assistance in execution of recommendations if desired. Based
upon our review of our Client’s financial statements and tour of the premise, CCC is pleased to
present our Final Report which includes a customized Marketing Plan and Market Research. Our
short-term goal is to identify TPR’s target market segments and its competitors, facilitate
increased awareness and presence on university campuses, and implement creative marketing
methods for increased visibility of TPR-La Jolla.
Objectives: (i) Identify key market segments
(ii) Competitor analysis
(ii) Build a sustainable marketing plan
Methodology: Segment the market and create a new, cost-effective marketing plan to identify,
attract, and retain target audience.

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Marketing Research – Purpose: SWOT Analysis
Strengths Weaknesses
Dominance in MCAT market, one of
four major markets of graduate
school standardized test
preparation.
Strength in attaining and improving
scores based on quantitative scores,
like xxx points jumpup
Established reputation for quality
Ability to tailor to individuals by
providing in-person instruction and
online live classes.
Lack of clear advantage in LSAT, GRE, and
GMAT markets.
Lack of information about online live classes
diverts some people looking for flexible
schedule and cost-effective learning way:
 teachers’ background
 course features such as discussion
forum, Facebook group, access of slides
and written explanations of problem
sets
 interaction with teacher and other
students
Lack of information that other companies
provide on their website
 instructor list
 success stories
Opportunities Threats
As education industry embraced
digital learning, the Princeton
Review has high potential to attract
more test takers by providing online
corporate learning options. The e-
learning model, such as a
combination of in-person tutoring,
online videos, and mobile learning
effect measurement tools, promises
a future of exciting breakthroughs.
Millennials and younger generation have
stronger tendency to search for free online
services which
Tutoring and test prep industry is facing
increasing competition from companies
providing online-only services. One of such
competitors for the Princeton Review is
Magoosh http://magoosh.com/ which provides
free access to all the videos, blogs, ebooks and
study plans for GRE and GMAT, and vocab
flashcards for Mobile users.
LSAT test prep providers with good reputation
among pre-law students.
1. TestMasters: popular among UCSD pre-
law students
2. BluePrint: average 11 points increase in
practice exam score increase
3. PowerScore (Bible books are quite
popular)

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Market Segments:
We divide the prospective into three market segments, based on similar needs, wants,
and demand.
1. Pre-law students and pre-med students
All these students, if not changing their life goals, will definitely go to graduate school.
Their demand of graduation admission tests is strongest than demand of other students
majoring in something else.
2. Non-students
This group consists of employees and veterans whose ages range widely from 22 to 35.
For all internet users, about 72% have been using Facebook, among which there are
about 23% age 25-34. Most of them seeking to go to graduate school take GRE and
GMAT.
3. International students
This group of students tends to go to graduate school because 1) a Master’s degree
associates with higher possibility of gaining H1B visa, 2) most of them do not worry
about funding, and students with no debt are much more likely to go to graduate school
in general. According to the Council of Graduate Schools, between 2013 and 2014, first-
time enrolment of international graduate students increased by 8%, while total graduate
enrolment also increased by 8%. Chinese students constitute 33 percent of the total
enrolment of international graduate students in the U.S. Indian students take up the
second largest proportion. Top three fields having been increasingly popular are physics
& earth sciences (include math and computer science), engineering, and life sciences.
This indicates majority of international students seeking to graduate school need to take
Graduation Record Exam.

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Marketing Strategies:
I. World-of-mouth campaign
“100 voices” encourages students to share their experience of taking prep classes at the
Princeton Review. “100 voices” will be published on the Princeton Review’s website
along with students’ names and links to their Twitter or Instagram accounts. Students
will be greatly motivated by this fast way of gaining followers.
II. Above the line promotion
Facebook Ads:
Facebook Ads is a powerful advertising tool allowing us to target the prospective on
peculiar locations, ages, purchasing behaviours, interests, and etc. We can choose level
of potential reach based on our budget. For example, $10/day will reach estimate 3,000
to 8,000 users. $100/day will reach 30,000 to 80,000 users.
 Target the segment of pre-law and pre-med students
The number ofpeople who haveexpressed an interest in or like pages related to the specific topic
Nursing 47,727,680 Medical school 7,813,400
Law 198,409,010 MCAT 341,270
Law school 18,050,020 Kaplan MCAT 35,440
LSAT 211,940 Princeton Review 196,950
Kaplan LSAT 21,520
BluePrint LSAT 7,610
This is age distribution among
Facebook users of year 2014,
published on socialbakers.com
As we have seen, the college
student group and young works
are two large constitutions.]

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 Target the segment of non-students
 Target the people who prefer taking online classes.
Advertise the advantages of the Princeton Review live classrooms
1. save their money: online classes cost an average of one third of the same
2. save their time: online classes don’t require transportation but a click away
3. provide round the clock access: view 24*7 365 days for online recordings and
documents.
III. Below-the-line promotion
Besides traditional sponsorship, we can take a different approach by organising
inventive event like Vocab Contest and Math Contest. Just like Red Bull hosts sporting
events, X-Fighters, Air Race, and Flugtag, the Princeton Review can step in hosting
academic events toestablish brand values and create awareness and interest in test prep
services.
Idea 1: Divide participants into groups of five. Each group has 500 seconds to teach their
words to others else who then teach their words. After 500 seconds, test will be passed
to each one in the group and a score of the whole group will be calculated. The groups
placed top 3 will go to the second round. The process will be repeat again and again.
Idea 2: Online contest.
Idea 3: Bring National Vocabulary Championship, created by Game Show Network in
association with the Princeton Review, to college students.
IV. Hire brand ambassadors
Use Facebook fan page to create event of workshop in association with specific student
organization, then ask student orgs to share on their fan page.
individual FB discussion group???: GRE, GMAT, MCAT all separate
Location: San Diego
Age: 22-35
Interests: G Record Exam or Gradation
Management Admission Test
3,800 people

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Market Research - Purpose: Competitive Information
Location Summary: The store is located inside a small outlet called Clairemont Town Square.
It is surrounded by small businesses which include : Black Mountain Bicycles, CK
Chiropractic, Pho Cow Cali Express (Pho), Top Gun Realty, Cristy’s Bakery, TrimZ Family
Hair Care, Profinish Nails, Optometry, Pharmacy, Ann Razon M.D. Medical Clinic, Dental
Office, and a Bank of the America) that surrounds it.
Product: Test Preparation Service and Books.
What does the customer want from the product/service? What needs does it satisfy?
As the customer enters the location, they are expecting increase their test scores for the GRE,
GMAT, LSAT, and MCAT tests.
How is the product differentiated versus your competitors?
The Princeton Review is a nationally-recognized brand known for its test preparation
materials. The one significant competitor would be Kaplan, which is located in the heart of
UCSD on Library walk.
What is the value of the product or service to the buyer?
The value stems from both the quality of teaching from the educators and from increasing one’s
test score. There is a need to be clearly highlight the impact on the students test scores and to
showcase the instructors.

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Market Plan – Purpose: Market Segment Interview
SDSU Student
Question 1: Have you ever used Princeton Review? Do you have a Princeton Review
on campus?
- Student: Personally I haven't used it, and I'm not sure if we do at SDSU! I've heard of
it before but what is it again?
Question 2: It is a test prep company that helps students with their MCAT, GMAT, SATs,
etc.
They sell books and hold sessions and have practice exams. Where have you heard
of it?
- Student: duh I totally knew that. And From high school. I think some friends used it or
saw fliers in the counsellors offices
Question 3: If you (or your friends) were going to go to grad school, how would you prepare?
What books would you use?
- Student: Depends. Personally, I'm considering law school and I have to practice to
take the LSAT. So I'd use a law school-specific testing group. Other people I'm not
sure but I'd think that if someone used Princeton for SAT prep in high school and
we're moving on to grad school now, I'd think they would use it again Bc it's familiar to
them unless it's something specific like the LSAT

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Marketing Plan - Purpose: Strategies
While Kaplan does have a bigger presence on campus due to on-campus location, there are a lot
of ways that the Princeton Review can still make their presence known on campus at UCSD.
Some things that the Princeton Review can improve on when it comes to marketing on campus
are:
1. Blue Box
Utilize Blue boxes on Campus to post poster and other physical marketing materials on campus
to increase visibility with students
2. Career Services Center
Contact the Career Service Center and establish a relationship to allow cards and other small
physical marketing materials
3. Library Walk
Table on Library Walk towards the end of Spring Quarter heading into spring to attract students
graduating and wanting to pursue a professional degree. (Ex: Kaplan had a booth earlier this
week and gave out free supply cases with Kaplan erasers, pens, mints, and a card elaborating on
their services). To find out about tabling
4. Rady School of Management
Form a connection with Rady School of Management, they offer 3 minors for business interested
students and allow Kaplan to flyer indoor and around their offices.
5. Yelp
The client can create more awareness and visibility in the area through showcasing its instructors
on the Yelp page. Creating an incentive for students to write yelp reviews would be a great way
to spread awareness of the quality of instruction at Princeton Review. The Kaplan UCSD
location only has about 8 reviews versus the
Since Princeton Review also has lack of information about instructors on its national website,
this could be a way to show the quality of instructors you guys have to offer. (Ex: We saw a
Kaplan advertisement on campus at Rady School of Management where they stressed how only
1 out of 10 candidates get selected to teach at Kaplan. Stressing quality instructors is crucial to
have students see Princeton Review as a professional and quality service because there is some
stigma with seeing the company as many a High School prep resource.

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Market Research– Purpose: Student Organization Data and Information
Phi Delta Epsilon - 75 members
AMSA - 366 members
PPASO (Pre Physicians assistant student org) - 200
Undergraduate Investment Society - 40
Undergraduate Business Network - 116
Undergraduate Accounting Society - 250
Theta Tau - 60
Biomedical Society - 90
Phi Alpha Delta - 60
Community Data
Create an online community to showcase successful alumnus and PR’s outstanding instructors
Princeton Review’s ability to provide good test prep is often gone unseen mainly because there is
nothing out there to really spread the word. Through a facebook page or a online website,
Princeton review can post successful alumnus and have them share their stories. Along with that,
The Princeton Review can also showcase their extremely outstanding instructors to attract more
students.
Below are different pages in UCSD that have shown success in promoting their brand or name
- UCSD Ignite Within: 240 likes
- UCSD Biomedical Sciences: 292 likes
- UCSD Alpha Epsilon Pi : 842 likes
- UCSD Career Services Center: 1,416 Likes
- UCSD Social Sciences : 389 likes
- UCSD Academic Internship Program: 504 likes
There are specific regulations that prevent a single Princeton Review branch to have a facebook
page/website in a specific area, however we also recognized that the TPR branch Irvine and in

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Austin, Texas in fact do have a facebook page dedicated to their own branch. We advise to
contact these two branches of princeton reviews in inquiring the feasibility and necessity of a
social media page to clearly showcase its instructors.
If this is allowed, we highly recommend to obtain a visual graphic intern to design the page or
website making it more marketable.