Published on

Published in: Education
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • 95% of college students didn’t know that MyEdu has a textbook price comparison toolUnaware of the name changeTextbook ToolRecently 100% free
  • Target market: College students who are current members and non-members    Differentiate MyEdu as the company that continues to build products for students to make their lives easier and save more money in college
  • Big Idea is MyEdu Back to School Week!(merit-system; free morning treats, spin the wheel, etc.)Students need to be directly persuaded to act and be rewarded instantly so all the daily events focus on direct interaction Get students to stop for a minute and be rewarded with promotional products after they register on-the-spot Promotes both of these goalsE-mail gift certificates to local businesses for people who buy textbooks through MyEduAs additional incentive for using textbook tool, students will receive an e-mail coupon or giveaway provided by a local business as a cross-promotional effortPartnering with local businesses as a positive initiative for emerging businesses in the area also targeting students
  • Coffee theme on Friday to start the weekend off on a good note and help wake students up after returning back to school. Coffee Bean is about to open a new store so they might be more likely to partner with us for free sampling of coffee.A celebration of the first week of class.
  • MyEdu

    2. 2. ResearchSecondary Primary Competitor Analysis  Focus Groups (2)  Rate My Professor  Surveys  Koofers  College & high school  Student’s Review  Individual Student  Big Words Interviews (10)
    3. 3. Primary Research: College Survey
    4. 4. College Survey
    5. 5. Video
    6. 6. Key Findings Lack of Awareness Price and Convenience are the most important factors in textbook buying Students tend to wait until the first week of classes to buy their books Peers and on-campus contacts are the most important sources of influence and awareness of brand
    7. 7. Target and Objectives Target: college students who are current members and non-members1. Increase textbook sales on MyEdu2. Promote official textbook requirements that are available at MyEdu3. Increase the number of new members
    8. 8. Campaign Strategy Develop a plan that creates awareness of MyEdu’s official course booklists and price comparison tool MyEduworks directly with universities to post which textbooks are required for courses. Members can build a class schedule to automatically see the books they need at the best prices.
    9. 9. MyEdu Back-to-School Week! Booth in parking lot next to Mellow Mushroom with laptops and T-shirt giveaway for people who register at booth Fliers with step-by-step instructions on how to use the textbook tool Current MyEduusers and those who sign up throughout the week will also be eligible for all other events/promotions the rest of the week Cross-promotional efforts with local businesses
    10. 10. Monday Sidewalk chalk “MyEdu week” info from 21st to 28th Street Flier dorms and major West Campus apartments with schedule of week events Send out a social media blast promoting the upcoming week long events
    11. 11. Tuesday“We make your first day easier!” Give out free breakfast tacos to first 100 students that come up to the booth and take a flyer and/or register on MyEdu
    12. 12. Wednesday“We make getting organized easier!” Giveaway Wheel with prizes to helpyou get organized:  Planners  Water bottles  Apple TV (1 slot on wheel)
    13. 13. Thursday“We make textbook buying easier!” Photo booth where students passing by interested in MyEdu can have their photo taken Campus Reps should emphasize textbook tool and how much money it saves students – especially for College Night and the upcoming weekend
    14. 14. Friday“We MADEback to school week easier!” Coffee Bean & Tea Leaf giveaway with free coffeeto students who registerat the booth
    15. 15. Advertising Efforts Capital Metro Bus  Wrap the 1L/1M for one month Facebook Ads for targeted college networks  $50 a day at $0.92 per click for 30 days Daily Texan Ads for one quarter
    16. 16. Budget Merchandise: $5,040 Promotional: $1,774 Advertising: $4,598.75 Professional Fees: $1,000__________________TOTAL: $12,412.75
    17. 17. Projected Results & Measurement From January 15, 2011 – February 15, 2011:  Increase number of new memberships by 15%compared to previous month  Increase number of Facebook fans by 300 people  Increase number of of textbook tool users by 30%
    18. 18. Additional Recommendations Work with student organizations  Promote MyEduin club meetings, sorority/fraternity houses and handing out fliers  Encourage Orientation Advisors, Resident Advisors and Camp Texas counselors to promote MyEdu services to their new students Establish relationships with high school counselors, as they influence graduating seniors Administer fliers in dorms during freshman orientation
    19. 19. “My Edu Makes College Easier!” Questions?
    20. 20. SWOT AnalysisStrengths Weaknesses• Credible brand equity because of Pick-a- • Pick-a-Prof vs. MyEdu confusionProf • Lack of awareness of resources and• Large database and monetary resources tools• Resources and tools in one place • Only needed twice an academic year• Completely free online resources • Lack of use and sign-up rate of those awareOpportunities Threats• Capitalizing on credibility to increase • Four or five significant competitorsawareness• Differentiating as the only site to combine all • Students tend to go directly to bookeducational resources in one place sellers• Increase number of MyEdu accounts amongthose aware of brand • Graduation turnover means the• Increase number of users utilizing the text tools must be promoted every yearbook tool
    21. 21. Additional Budget Info Merchandise Costs:  T-shirts: $3,975 for 1500 t-shirts at $2.65 each  Planners: $695 for 500  Water bottles: $70  Apple TVs: $300 Promotional Costs:  Banner: $45  Flyers: $.10 for 5000 flyers = $500  Tent: $75  Tables: $45  Wheel: $299  Breakfast tacos: donated  Chalk: $10  Photo booth: $800 Advertising/Marketing Costs:  Daily Texan ads: Quarter – $228.75  Facebook ads: $0.92 per click - $50 per day for 30 days - $1,500  Metro bus ads: $1,310 iPhone app: $1,500 Professional Fees: $1,000
    22. 22. College Survey Results
    23. 23. High School Survey Results