Welcome and thank you so much for taking the time to be here today. All of you know who I am already so I’d like to skip the formalities and jump right into the presentation. I’d first like to say, based on feedback from everyone here at the office, there has been some excitement built around what I’m planning to share. I’m very happy about that although I must admit, the excitement has built a little nervousness in me. Developing this presentation was a bit of a challenge because the end result of all of the work that I have done has basically resulted in a concept and implementation strategy without a tangible end result. I wanted to communicate this from the beginning so that you understand what to expect.
When I took on this project, the original goal was to develop a website geared towards targeting Teens. The website was to serve as advertising to promote Pick-A-Prof’s current services with an attempt to offer Brand awareness among the prospective Teen Target Market. Websites themselves do serve as Advertisements which is why this project qualified as an internship opportunity for me. This project was very dynamic. While it was understood that the purpose of the project the strategy was not known. Because of the findings and analysis of information found during the research process, the project changed from an Marketing Communications Plan into developing a new Business Model for Pick-A-Prof. What’s the difference b/t the two? To some extent the purpose for a MCP and a BM can overlap – most of the time the bottom line for both of these is to increase business and profit margins. The Strategy behind each is what is the big difference b/t the two. A Marketing Communications Plan is a plan developed to send a message to prospective Target Markets and Audiences; it’s all about communication a message. A business model (also called a business design) is the instrument by which a business intends to generate revenue and profits . It is a summary of how a company means to serve its employees and customers , and involves both strategy ( what a business intends to do) as well as an implementation ( how the business will carry out its plans). (http://en.wikipedia.org/wiki/Business_model) Pick-A-Profs current Business Model is called a NETWORK EFFECTS BUSINESS MODEL which dot.com businesses are well known for: The network effect is a characteristic that causes a good or service to have a value to a potential customer dependent on the number of customers already owning that good or using that service. One consequence of a network effect is that the purchase of a good by one individual indirectly benefits others who own the good. (http://en.wikipedia.org/wiki/Network_effects_business_model) This new service will piggybacking what Pick-A-Profs, it’s parent company, primary purpose and philosophy for establishment is: To help students succeed academically so that they have a better opportunity to carry their academic knowledge into their prospective careers and extend their opportunity for employment. Throughout this presentation you will see how and why the evolution took place. The presentation will wrap up with the strategy for the final end product. M.C. ESCHER THEME (spice) = TRANSFORMATIONAL ARTWORK
When it was first understood that a website would be developed to target teens, I started with asking and trying to find answers to basic questions. I developed questions that were both known and unknown. -----Read from Slide here -------------- Why a website? Pick-A-Prof offers a Network Effect Business Model. From a financial standpoint, it only makes reasonable financial since to develop a website which would make use of the current tools that Pick-A-Prof has to offer.
Quite simply, college students are the current users of Pick-A-Profs Services. Before they came to college, they were Teenagers in High school, planning to attend college.
Regarding Snap Shot of Daily Life – information on this was very limited for obvious reasons; typical daily rituals are hard to find because of their diversity.
Source from first 2 statements: Most College-Bound Students Underprepared, Studies Say (2005) “ In 2004, 60% of high school students said they would attend a four-year college” Front Page of S chool & College (March 10, 2006) : “ More than 40% of students arrive on college campuses needing remedial world. Only about ½ of the high-school graduates who enter college have pursued a college-preparatory curriculum.” (At UT Alone = 20,000 Students) HANDOUT The Chronicle of Higher Education Reports : Views of Teachers and Professionals on Student’s Preparation for college How well prepared are your students for college-level work? Are colleges generally successful in making their academic expectations clear to high-school teachers? How great a role do parents of most of your students play in helping your students be prepared for college? How well do you personally understand the level of preparation that is required for your students to succeed in college? How effective are guidance counselors in your school at providing appropriate advice on couorses and preparation for college? How effective are guidance counselors in your school at providing good advice concerning college otions?
Front Page of S chool & College (March 10, 2006) : “ College and universities spend billions of dollars a year trying to bring those unprepared students up to speed. But most of those institutions play only a minor role in the movement to reform the schools. The whole nation is suffering as a result.” S chool & College (March 10, 2006) : “ Students who are not in the top 15 percent of their high school classes do not receive clear, adequate information from teachers and counselors about what they need to know and do to succeed in college.” The Wallstreet Journal (Wed April 5 th , 2006): Top Colleges Reject Record Numbers: “ College officials are accepting an unusually low percentage of applicants” – this means that just getting into college is not getting easier but harder. Combine that with the fact that prospective students (teens) aren’t prepared for what college has to offer and it’s easy to see what students NEED. ------------------ READ KEY NOTE AT BOTTOM OF POWERPOINT- --------------------
College Preparation Lacking Article (Read): “ Three institutions of higher-education research released a report Monday asserting that states must improve how well their public-school systems prepare students for college . The report calls for greater coordination between high schools and colleges, attempting to ensure that what is expected of students in high school correlates with what is needed to be successful in college …Yet there is no universal system or transitional & preparatory curriculum established to communicate and educate students of this information. Current preparation for teens is established on a state-to-state basis however teens need help nationally. The web offers this capability as a national communications medium but no one has developed the online tools which work efficiently and effectively to help teens with their transitioning. “ If transitional and preparatory help is/was offered on and off-line, what subject are available which help to educated and which are available?” Freshman Interests Groups are developed in order to help transitioning for Freshman College Students. HANDOUT OF FIG SHEET WITH SEMINARS - I downloaded this page from the UT fig website
From the beginning of this process, the first thing that I began to consider was where and how I would go about conducting Primary Research. I kind of kept it in the back of my head. Research eventually lead me to the Westlake High School Website (a local Austin High school) it was found that they have over 90% grads accepted to college. If so many college students are needing help transitioning, how are they preparing their students? Contacted Ms. Pat Walters (Career Guidance Counselor) asking for help. She agreed Per the phone conversation, here is the information that she provided: Of the career services that Westlake offer, they do not provide information about preparing for “living with a roommate” or “things like that” (based on the FIG handout). She suggested reviewing the articles from the NACAC website in the “For Parents and Students” section. She also provided about 6-7 websites that they direct their students to for help. (See Next Slide) Her comments regarding transition is that High school and College should be “seamless” but they are separate – however there is a movement to integrate the two. Mrs. Walters really gave no specifics as to the integration. Westlake currently offer 2 electronic tests (Software company is Bridges). The tests are to help students determine their Interests through a Self-Directed Search Test, and then their Personality through the Myers Brigs Test. The Self-Directed Search test is based on the John Holland Codes (theory) – which Ms. Walters recommended that I research as well…I will and will report my findings. Regarding other schools – she said that Westlake offered Career Counseling Services specifically for their students – other schools may not. As far as investigating other schools that have college turn out rates, she suggested Round Rock, Westwood, Austin High School, Anderson, McCallum.
The Holland Codes is a system to classify jobs into job categories, interest clusters, or work personality environments . In the Holland Model, these categories represent work personalities . The work personalities were Realistic, Investigative, Artistic, Social, Enterprising, and Conventional . Different assessments provide information on the relationship between job personalities and key characteristics, college majors, hobbies, abilities, and related careers Source: http://www.learning4liferesources.com/holland_codes.html
Note that these personalities are different then the ones offered in the Holland Codes. POINT: Just realize that there are guidance tools available, one being personality tests. Whether or not students are guided to these tests is the question to be answered. Source: http://www.humanmetrics.com/cgi-win/jungtype.htm
According to research found on UT’s FIG website, seminars for the following subjects are offered. It can be assumed that these are offered because there is a lack of knowledge by incoming freshman on the following subjects meaning that their knowledge in these areas are insufficient yet necessary at the college level since they are being offered by FIG. Here are some of the Seminars offered by FIG: Study Skills (Improvement Help Seminar - Academic) Time Management (Improvement Help Seminar – Academic) Relaxation Techniques (Improvement Help Seminar – Academic) Preparing for Finals (Improvement Help Seminar – Academic) Test Anxiety (Improvement Help Seminar – Academic) Test Taking Skills (Improvement Help Seminar – Academic) Stress Management (Improvement Help Seminar – Academic) Learning Styles (Improvement Help Seminar – Academic) Listening Skills (Improvement Help Seminar – Academic) Visiting Professors (Improvement Help Seminar) Professional Panel (Career Seminar) There are 25 Academic Seminars, 25 Social Seminars (which is not really relevant at this point), and 27 Developmental Seminars offered for a total of 77 Seminars. That’s quite a bit considering that these are for incoming Freshmen. It can be assumed that Freshmen are offered these classes because they lack experience (are deficient) in these areas. 25 Academic Seminars + 25 Social Seminars + 27 Developmental Seminars offered for a total of 77 Seminars = INFORMATION OVERLOAD Are students scared away by all of the help due to information overload? Where do “new” students find the time to attend these classes? Wouldn’t it be more beneficial for all students to have these skills, even outside of college? “ If time management is one of the issues, and we all are well aware of the fact that information overload would become an issue at this point, how are students really to obtain this knowledge so that they have the highest opportunity for potential academic success?” KEY: Many websites offer information that can help college transition and preparation however, research suggests that there may be several reasons that teens are not learning about the topics on these sites. According to National Mail Order Association Article, Nielsen Norma Group reported the following regarding Teegage webuse: “ Teenagers are not nearly as skilled as adults at navigating the Web, and don’t really care for glitzy graphics. “ Teenagers’ low reading skills and lack of critical research abilities may be failures of the education system, so you have to cater to this audience if you want to win on the Web.” “ Teens are not the technowizards many assume. In fact, they achieve a success rate of 55% compared to 66% for adutls” “ Operating in one of the largest U.S. sectors, College Partnership is uniquely positioned to capitalize on the highly fragmented education market by offered a comprehensive set of planning and preparation tools that is both easily accessibly and cost-effective” ( College Partnership Retains OTC Financial Network for Comprehensive Investor Relations Program; Sept. 23, 2005 ). www.collegepartnership.com
PROVIDE HANDOUT OF FIG SEMINARS – “Please take a minute to review this sheet” = Thousands of websites offering information on duplicate subjects plus the fact that teens have no way of understanding what they may or may not be prepared for leads to confusion. For those that do understand, Information Overload becomes a de-motivating factor. According to National Mail Order Association Article , Nielsen Norman Group reported the following regarding Teenage web-use: “ Teenagers are not nearly as skilled as adults at navigating the Web, and don’t really care for glitzy graphics. “ Teenagers’ low reading skills and lack of critical research abilities may be failures of the education system, so you have to cater to this audience if you want to win on the Web.” “ Teens are not the technowizards many assume. In fact, they achieve a success rate of 55% compared to 66% for adutls” The Digital Disconnect: The Widening Gap between Internet-Savvy Students and their Schools (Joyce Valenza): “Most students (78%) prefer to use the Internet for research and homework.” (although they don’t really know how to research well). In general, teens get bored with websites that are you properly designed to attract and hold their attention. -----------Read Key 1----------------- -----------Read Question------------- “ From here let’s recap on the Needs of College Bound Teens and what it really means to ‘Transition”.
The main thing that college bound teens need is help transitioning from high school to college. Notes from CSD Class: ----------Read Definition--------- TRANSITION Transition refers to a change in status from behaving primarily as a student to assuming emergent adult roles in the community. These roles include employment, participating in post secondary education, maintaining a home, becoming appropriately involved in the community and experiencing satisfactory personal and social relationships. The process of enhancing transition involves the participation and coordination of ** school programs** , adult agency services and natural supports within the community. The foundations for transition should be laid during the elementary and middle school years, guided by the broad concept of career development. Transition planning should begin no later than age 14 (FRESHMAN YEAR), and students should be encouraged to the full extent of their capabilities, to assume a maximum amount of responsibility for such planning. According to information from Mrs. Walters, the guidance counselor at Westlake, there is some education provided to freshman but not nearly as much as information which they can be educated on…and it can be assumed that most have no way of understanding the what or the amount of information that they need to encompass before graduating. Even if they did……the question then arrises: “ HOW DO YOU GET TEENS TO EVEN HAVE THE MOTIVATION TO ATTEMPT THE NECESSARY SELF-EDUCATION AND PLANNING FOR SUCCESFUL CAREER DEVELOPMENT?” “ In order to determine if there is a way to help college bound teens through their transitional and preparation process, the question now becomes, how can pick-a-prof serve the needs of college bound teens via a website? In order to creatively develop a solution, it is first necessary to understand Teen Web Behavior.”
---------Read Directly from Slide------------ 94% of teens utilize a personal computer. 95% of teens that utilize a personal computer participate in online or interactive computing. (Mintel Report – The Young consumer, July 2005) 87% (approximately 21 million) of 12- to 17-year-olds use the internet. (McClathy Newspapers, Inc.; Nov. 2005) 51% of teens with internet access go online daily vs. the 42% from 2000 (McClathy Newspapers, Inc.; Nov. 2005)
51% of teens with internet access go online daily vs. the 42% from 2000 (McClathy Newspapers, Inc.; Nov. 2005 [i] Pew Internet Research Results National Mail Order Association: The HUB of Direct Response Marketing for Small to Midsize Firms Article: Neilsen Normal Group Study Finds that Teenagers are a group unto their own, even when it comes to Web Use. There are approximately 20 million teenagers in the US who spend an average of $100 per week. Estimates of 22 million American Teenagers are expected to be online in 2008, up from 18 million in 2004; thus the Web will continue to grow as a key vehicle for influencing the teen market. The Digital Disconnect: The Widening Gap between Internet Savvy Students and their Schools (Joyce Valenza – 2004) “ The authors of the study online 5 metaphors that serve as insights to the ways students use the Internet for school” Students use Internet as virtual: Text Book and Reference Library Tutor and Study shortcut Study Group Guidance Counselor Locker, backpack, and notebook “ Research into reasons for your people use of the Internet is relatively scare.” ( Teens in Cyberspace). What can be reported is that there are 4 main reasons that teens use the internet – for socializing, for entertainment, for education, and for shopping, in that order. Age is a predominant factor in the use of the Internet because different age groups are interested in using the internet for different reasons
The Digital Disconnect: The Widening Gap between Internet Savvy Students and their Schools (Joyce Valenza – 2004) “ The authors of the study online 5 metaphors that serve as insights to the ways students use the Internet for school” Students use Internet as virtual: Text Book and Reference Library Tutor and Study shortcut Study Group Guidance Counselor Locker, backpack, and notebook ( Teens in Cyberspace). There are 4 main reasons that teens use the internet – for socializing, for entertainment, for education, and for shopping, in that order. Age is a predominant factor in the use of the Internet because different age groups are interested in using the internet for different reasons
16 million teens (2/3 of all teens and/or 67%) use instant messaging. (McClathy Newspapers, Inc.; Nov. 2005) Instant messaging use is overwhelmingly used for social interaction however, part of the social interaction that takes place involves academic curriculum. In a recent survey among teens who use IM, results showed the following: 19% of teens (12 – 17) with internet access, blog. 12 million teens post content online such as blogs or Web pages. (McClathy Newspapers, Inc.; Nov. 2005) According to Pew Internet and AML (2001), 1/5 of teenagers in the study reported using IM as the main means of contacting friends and most conversations are motivated by a “desire for companionship” and because the Internet “allowed them to be more of their true self”. ( Teens in Cyberspace)
-----------Read from Slide--------- The average teen spends 5-10 hours a week on the Web. ( Interactive Web Sites for Teens; Oct 2005) 19% of teens (12 – 17) with internet access, blog. 12 million teens post content online such as blogs or Web pages. (McClathy Newspapers, Inc.; Nov. 2005) Teens favor both the immediacy of IM and the opportunities it offers for personal expression, with the use of icons and customized IM Screens. ( Study on Teen Web Use Reveals E-Commerce Challenges: Jan 31 2006) According to Pew Internet and AML (2001), 1/5 of teenagers in the study reported using IM as the main means of contacting friends and most conversations are motivated by a “desire for companionship” and because the Internet “allowed them to be more of their true self”. ( Teens in Cyberspace) 1/5 of teenagers using IM as the main means of contacting friends and most conversations are motivated by a “desire for companionship” and because the Internet “allowed them to be more of their true self”.
-------Read Top Section of Website---------------- Note that all of these sites are based around social networking. (Business Week: The MySpace Generation ) “ today’s teens and twenty-somethings are flocking to Web sites like Buzz-Oven as a way to establish their social identities .” ------------Read KEY------------- KEY: Social Networking Websites are used to Target Teens because SOCIALIZING and PERSONAL EXPRESSION is what teens do. This knowledge serves as an opportunity for Pick-A-Prof. There is for Pick-A-Prof to capitalize on this social networking; an obviously strong motivation for teens to use the Net. How?
After meeting with John to relay the result of reaserch his idea was too….. ---------------Read from Slide----------- Key: Again How My statistics teach said: “Nothing is original anymore. Most good ideas have already been discovered. Redesigning or putting different pieces of all that has been discovered together is a key to developing a new product or business” (Lynda Cleveland).
Are there any questions or does anyone need a break at this time? I’m about to go into the Strategy for the project and want to insure that everyone is still awake
PAP will develop ways for Teens to Connect (Common Identities, Common Goals) providing a reason to use the site, thereby making it easier to Socialize/Communicate; which teens love to do. Other motivations such as creative expression, and interactivity will be tied into the website to overcome boredom. At the same time, teens will be educated on subjects that colleges and universities are having to try to bring their entering freshman up to speed on, as well as offer guidance on typical preparatory tasks such as SAT taking, Applications, Essays, etc… The site will be set up to help students through the transition and will also help parents, and educators who need to understand the process and where the student is at in the process. Parents and educators play a large role in helping to motivate and guide college-bound teens; this website will help education and guide them so that they have the ability to be stronger, more efficient and effective influences on college bound teens.
In this section of the Presentation, I will discuss 2 main subjects that will explain how the site will work – Registration and Website Functions and Tools.
A series of questions will be established asking general information as most sites do. The information will eventually be used to connect common attributes of student users. I will explain more about the Preferences Section in a few minutes.
MySpace.com is one of the hottest websites that teens use today. It allows them to do what they love – socialize. Many sites now days have capitalized on the need for socialization that go beyond just wanting to be social (Ex: Date.com). It is part of what motivates people according to Maslow. We all have needs and socialization is one of them. “Most of the online communication (in study among 11-13 year old IM participants) was devoted to the usual topics discusses offline, such as friends and gossip and was motivated by a desire for companionship” ( Youth Studies; v.23, n.3, 2004 – Teens in Cypberspace) The college101 will basically offer many of the attributes that MySpace does but the purpose of logging onto College101 will be more specific; everyone will have a common goal and this site will offer more of an incentive for people to contact each other where MySpace really only offers the option for people to meet each other. Graphic source: http://www.imagineworldhealth.org/maslow.gif
The Intrasearch Engine will allow users to search through past e-mails, site blogs, and IM Conversations. Information from what is found, can be highlighed and then saved in the users choice location (ex: Calendar, Tasks, etc…); Additional notes of the saved and highlighted information will be offered as well. For example, if John chated with Chris and Chris suggested to John that he should go visit a certain site but John forgot the name of the site, John can do a search which will allow him to find the site based on his conversation with Chris. Searches can be broad or specific. Users should have the option to search through their e-mail by date, my person they have conversed with, or by subject matter within the context of each. Additionally, if students know what subject matter they want to research on such as “Health”, they should be able to use the search function such as Ask Jeeves which will direct them to the educational knowledge that they seek and should be able to archive this in a collection of articles as if they are designing their own education program to themselves. Graphic Source: AskJeeves.com
Upon Registration, a default page layout will be offered. However, maneuverability of different elements of the page will be very easy for teens. Just as with Widget’s on a desktop, elements can be moved easily (pictures, windows, calendar, etc..). Additionally, this will allow for creative expression, which teens long for, as MySpace offers - acting as a motivational device. Source: www.yahoowigets.com
These are typical organizational tools w/ the exception of “My Book” (next Slide)
This idea borrows from the Delicious.com (Social Bookmarking) concept and is, in a since, something like a resume. The MY Book function will use Web 2.0 technology and serve as an electronic, self-compilation of educational articles, e-mails, blogs, notes, and IMs will be a tool of the site. It will allow for creative thoughts and ideas, goals for the future, and college essays. Users can rearrange the order of the information at their leisure. The Archived Files and Articles should allow users to save articles, e-mails, blogs, and IMs. This will basically offer a listing of dates of “saves”, the notes from each, and will also show progress of research to students, parents, and educators (particularly if it is juxtaposed with the generalized curriculum which I will be discussing shortly). Users can highlight text and/or Tag it, which can be placed in a certain chapter of the book. Additionally, student users will be able to text message themselves information that can be inserted directly into their book. When I took Creative Writing with Glen Griffin one of the things that was taught in class was incubation. Incubation is the time in which your brain is processing information and developing creative ideas and thoughts. Many times, people will be in the middle of doing something else when ideas pop into their head. Having the ability to write down the thoughts so they aren’t forgotten is essential. The website should have the functional ability to put these ideas and thoughts into My Book without needing to make it to a computer; by then, the probability of forgetting the thoughts and ideas are high. This will begin the process of teaching note taking skills. As usual, the book can be decorated and arranged by it’s creator and will serve to represent it’s users personality and style (creative expression). Additionally, the book will provide early education to pre-college teens who may have to develop books in college (EX: Marketing Communications Plans). The student developers will have the option to make their personal space on the website “seen or not seen” with the “My Book” as the exception to the rule; my book can be viewed by anyone at any time which will show a more in-depth understanding of it’s designer (reliability, credibility, self-motivation, etiquette, orgainziational skills, creativity, etc…). This book may eventually be used by the student as a reference to help others who contact them for help or for themselves as an icon for achievement. The book will keep an automated record of all activity of the user while using College101; this automated section of website (My Book) can not be manipulated by the user as it will be used as a reference for parents, educators and college application reviewers. Motivation to Use the Book: Knowing that you can and will be judged by peers and mentors based on action/activity with the book is a huge motivation – particularly when peer pressure is on the rise as it is for teens. The more you do, the more status and prestige you gain in the eyes of peers and mentors. This portion of the website will be the biggest motivation for students outside of social networking and the ability to offer creative expression, particularly because colleges and universities will be given automatic authority to view each persons personal book as if it were a resume. It will become the prescreen for colleges and universities in which employers are currently using MySpace for. Colleges and Universities will use the book to mark and measure Intelligence Intellect organizational skills self-motivation of the developer.
The initial launch of the website can be constructed with the tools that I have already suggested. However, there are several other additions that I would like to offer that will serve to motivate students to use the site even more. There is currently no generalized national or even state-to-state guidance system established to help teens educated each other or themselves about the transition from high school to College. Because the transition needs to start at 14 (Freshman Year), because teens are not good at researching and need to be taught the benefits of research and because the edibility for Pick-A-Prof to capitalize on this is at their fingertips with UT being an available resource for education interns who are educated about curriculum for age appropriate groups (teens in this case), a generalized curricular guidance system should be developed and offered although it should not be pushed off on teens because this, as well all know, will not work and will be a de-motivation for teens to use the site. Additionally, after each person completes the developed program, note of certification of web-based college transitional and preparation will go in the “My Book” section of their webpage. Top College Reject Record Numbers (April 5, 2006- Wallstreet Journal: Personal Journal) – getting accepted into colleges and universities is becoming more competitive as need in lower numbers of acceptance. Note to Research in future: National Certification Examiners Board
Eventually, podcasts and videocasts providing the educational information that teens currently have to read about can be developed for teens by teens (credible and reliable sources). This will offer the site more interactivity to promote motivation and detract de-motivation from teens who tire from reading and get bored. Naturally, a strategy will need to be tied into such podcasts/vidoecases. The strategy is to have teens creative develop these more lively educational podcasts since they know what is boring and what is interesting as the target. Incentives will need to be offered to teens who develop the live streaming entertainment. For example, monetary incentives and scholarships for teens that develop the “best” podcasts/videocases on various educational subjects (EX: SATs)…this idea ties in with what the Brassring group suggested during their Marketing Presentation - scholarships. Teens users, parents, and educators can be the judges of the podcasts. Judging criteria will need to be established; “how interesting” the podcasts are will be one on the list. The Judging itself will more generate more visits to the website. This idea was borrowed from a website called Bolt.com which allows teens to share their thoughts and ideas in VIDEO, pictures, and words. The website advertises: “Teens can now self-create videos” on this site (Business Week: Fine,Jon, Issue 3973, pg. 20)
The site can be profitable particularly if the web-based generalized curriculum is established – the curriculum can be copyrighted and fees for service can be charged. PAP will actually reference large quantities of people to other websites. PAP may consider developing a referral fee service and/or small fees can be charged to users as is currently established for PAP current services. Because PAP is attempting to solve a national issue in college preparation and transitioning, this will generate positive PR on a national level. Press releases can very easily be developed and picked up by local and national news stations. Or, in general, this site will serve as advertising since it will be quote, unquote “Sponsored by PAP” which can be used to increase future business for PAPs original business model – the original scope of the project.
Marketing Device for College Acceptance: As employers are currently doing with MySpace, Colleges and Universities can view each applicants book in the college application screening process. What will colleges be looking at the book for? Layout of book the applicant has choose (hopefully similar to resume - credibility) What each student/college applicant completed in process of transition and the time it took them to complete (efficiency and effectiveness) Personality and Creative Abilities. By offering to build the application process for colleges and universities PAP also will tighten the bonds with colleges and universities which will only help to maintain and build business. Builds on socialization skills: Just as MySpace does, this site will build socialization skills sense it’s concept is built around the motivation to socialize. However, this site will offer something that MySpace doesn’t offer; a common goal, social etiquette builiding skills which are necessary in trying to get and then maintaining a position with any company. Builds knowledge of networking and the synergy created in teamwork: While participants of this site may not realize it, what they are actually doing is working as a team, educating and helping each other through the transitional period. Societal Benefits: General - Anytime education is offered, there is a benefit to society. A lack of education, help, and guidance lead to a variety of secondary misfortunes among many people today. Recent studies in early childhood development have shown that children who’s parents pay to have more individualized help in the classrooms are more prepared and well-adjusted. They don’t get what you might label as “left behind”. Will Create New Jobs: someone/people will need to be hired to maintain and market this site which will create more job opportunities at PAP.
Parent and educators goals are to help kids/teen succeed. From an academic standpoint, the website will be a tool that provides feedback to Parents and Educators as to where the student user is and where they should be. Having this knowledge will allow parents to help with the transition and preparation for life after high school, which of course, includes college. Integration of site into high school classrooms: Internet access is available for students outside of regular school hours. In 2003, 48% of public schools with Internet access reported that they made computers with access to the Internet available to students outside of regular school hours and the likelihood of availability increased with school size (39% for small schools to 74% of large schools) meaning that larger schools offered the Internet more often then not, outside of regular school hours. Note: PAP can work with local high schools to charge for it’s services as CollegeSource.com does.
Societal Benefits: General - Anytime education is offered, there is a benefit to society. A lack of education, help, and guidance lead to a variety of secondary misfortunes among many people today. Recent studies in early childhood development have shown that children who’s parents pay to have more individualized help in the classrooms are more prepared and well-adjusted. They don’t get what you might label as “left behind”. Will Create New Jobs: someone/people will need to be hired to maintain and market this site which will create more job opportunities at PAP.
Education Major Internship: While the site will not “make” participants follow the recommended guide, the guide should still be available for the students and for the parents. Parents themselves do not know where to begin the process of educating and guiding their child through the transitional processes because they are not given the opportunity to know. Assessment of the situation has already been conducted and the point has been proved that students need guidance and education. An inventory of information of which sites offer what is necessary if a guidance system is every to be established. Interns should be knowledgeable about the need for assessment of what most teens already know and what they need to know and the appropriate time in which they need to know information regarding the transition. A compilation of what, statistically, most freshman – seniors know and learn about college transition from school. That list should be matched up and/or categorized with sites that offer information that they are lacking. After this list has been developed, the opportunity to “assign” more specific Phases of the process to each student can be established offing more ways for them to connect to each other. The curriculum will include referencing teens to other available websites on recommended dates/time frames. Various curriculums can be developed based on where each person is within the process. This will be a time intensive project but if developed and appropriately carried out, it can be done within one semester. Will basically design the “program”; consideration of ways to insure that the information is obtained will need to be established. Design Internship: Information from U.S. News suggests strategies for developing websites that target teens (ex: Font size). There have to be other strategic methods. While features and tools of the site are offered to you today, the Layout Design should be strategically developed for this site which requires those who have more knowledge about what attributes attract teens to sights specific to the layout (not necessarily the content – we already know what the site will offer as far as content goes). I have offered information as to what the site will have regarding tools and functions; some who is trained in strategic design of websites should offer tactics on the placement of the design for the best possible effectiveness and use of the site. Statistics and logical reason should back up their recommendations for the site. Who will be the one to develop such a layout design? It is recommended that PAP hire person or team majoring in Design from the School of Design at UT. They will be able to add strategy to the aesthesis of the site. Additionally, an overall company identity will need to be established (a logo and theme) for College101. “ Teenagers are not nearly as skilled as adults at navigating the Web, and don’t really care for glitzy graphics. (National Mail Order Association) “ Teenagers’ low reading skills and lack of critical research abilities may be failures of the educational system, buy they are realities, and you have to cater to this audience if you want to win on the web (NMOA). After site is developed, consider bringing on a Marketing Team and then Advertising (Interactive) intern to develop campaign and/or Campaigns Class campaign for the new site. Hiring interns will be the most cost efficient method for PAP and will also generate positive PR for PAP as they continue to follow the philosophy of trying to help students succeed academically so that they have opportunity to succeed professionally. It is necessary to be able to communicate to these interns, what PAP is wanting to achieve. To provide a vision if you will. This PowerPoint Presentation can be used as a communications device for each of these members of the College101 Developmental Project. Each of the members will need to understand everything possible about this project. This presentation can be used as step towards get PAP to the end result of developing the tangible aspect of the site.
College 101 - 2006 Presentation
COLLEGE101 Project A product of:Presentation by: Laura Williamson
Project PurposeDesign website, targeting Teens, that willbe useful, fun and resourcefulDevelop strategy for website used to helpteen transformation from high school tocollege
PRIMARY QUESTIONSKnown Questions:• Why a Website?• Why Teens?Unknown Questions:• What do we know about College Bound Teens? Are they making the transition? What’s currently being done to help them?• What do we know about (College bound) Teen internet behavior?
PRIMARY QUESTIONS:Why College Bound Teens as the Target Market? (Known) Prospective Users of PAP services
PRIMARY QUESTIONS: Research for Unknowns – Parts 1 & 2Part 1: What do we know about College Bound Teens as the Target Market?• Snap shot of daily life• Transitioning• Needs Part 2: What do we know about (College bound) Teen internet behavior?• When? • How?• Where? • Why?
RESEARCH RESULTS: About College Bound Teens: TransitioningIn 2004, 60% of high school students said theywould attend a four-year collegeMore than 40% of students arrive on collegecampuses needing remedial work.Only about ½ of the high-school graduates who entercollege have pursued a college-preparatorycurriculum. (e.g. 25,000 students at UT)Chronicle of Higher Education Handout
RESEARCH RESULTS: About College Bound Teens - Transitioning and NeedsCollege and universities spend billions of dollars ayear trying to bring those unprepared students upto speed. (EX: FIG at UT)Students who are not in the top 15 percent of theirhigh school classes do not receive clear, adequateinformation from teachers and counselors aboutwhat they need to know and do to succeed incollege.College Acceptance more Competitive
RESEARCH RESULTS: About College Bound Teens - Transitioning and NeedsStates need to improve preparation needs in highschoolsCurrent preparation for teens is established on astate-to-state basis however teens need helpnationally.Funding is part of the issue with developing a propertransitional guidance system.FIG (Freshman Interest Group) HandoutKey: College preparation for teens is needed nationally. The webprovides an opportunity as a world-wide communications medium,which states have not taken advantage of.
RESEARCH RESULTS: What ARE students prepared for?Westlake High School – over 90% graduates accepted to college or universityMrs. Pat Walters (Expert – Primary Research): College and Career Counselor for Westlake High School – Separate office for Career Counseling not like other schools – “High school and College should be ‘seamless’ but they are separate – however there is a movement to integrate the two” – Assessment: 2 Electronic Test results integrated to help guide students: • Bridges Self-Directed Search Test based on John Holland Codes • Myers Brigs Personality Test
John Holland Codes - FYI• Test for: – Careers – Interests – Abilities• Holland Heximodel
Myers Brigs Personality Test - FYI• Jungs typology using three criteria. – Extraversion – Introversion – Sensing - Intuition – Thinking - Feeling• Isabel Briggs-Myers added fourth criterion: – Judging - PerceivingNOTE: Personality Tests are offered online
RESEARCH RESULTS: Websites offering college transitional and preparatory help• Collegebound.com KEY:• Collegecountdown.com (paid) Many websites offer information• College-connections.com that can help• Collegeboard.com college transition and preparation• Collegeanswer.com however, research• Other sites available: suggests that there may be – USNews.com several reasons – GoAlice.com that teens are not learning about the – Xplain.com topics on these sites.
RESEARCH RESULTS: Why aren’t students prepared for college? • Information Key: The Overload information is available but it’s • Inability to not being accessed due to Research inability to research and • Boredom boredom with design of site and with helpful informational sites layout/contentKey 2: Creative solutions to these problems can beovercome with the correct tools. “How” is thequestion to be answered and/or developed.
RESEARCH RESULTS: What do college bound teens need? Help transitioning and preparing for college beginning at age 14; Freshman.Question: With this knowledge, how can Pick-A-Profserve the needs of college bound teens?
TEENS AND THE INTERNET: THE TARGET MARKET94% of teens utilize a personalcomputer.95% of teens that utilize a personalcomputer participate in online orinteractive computing.87% (approximately 21 million) of12- to 17-year-olds use the internet.
TEENS AND THE INTERNET: THE TARGET MARKET51% of teens with internet access goonline daily vs. the 42% from 200020 million teenagers in the US =$100/weeklyHigh potential for targeting on web
TEENS AND THE INTERNET: THE TARGET MARKETStudents use Internet as virtual: – Text Book and Reference Library – Tutor and Study shortcut – Study Group – Guidance Counselor – Locker, backpack, and notebook4 main reasons that teens use the internet (in order): – Socializing – Entertainment – Education – Shopping
TEENS AND THE INTERNET: THE TARGET MARKET16 million teens IM overwhelmingly forsocial interaction however, part of thesocial interaction that takes placeinvolves academic curriculum. –Have you ever used IM to talk about homework, tests or schoolwork? –Answer: 78% said yes, 22% said noKey: A high percentage of teens would and do use thenet for educational purposes.
TEENS AND THE INTERNET: THE TARGET MARKETThe average teen spends 5-10 hours a week on theWeb.19% of teens (12 – 17) with internet access, blog.12 million teens post content online (blogs/WebPages)Teens favor immediacy and opportunities for personalexpression of IM1/5 of teenagers use IM as the main means of contactingfriends; most conversations motivated by a “desire forcompanionship” and because the Internet “allowed themto be more of their true self”.Key: A market for targeting teens on the web isavailable. How do you reach them?
TEENS AND THE INTERNET: THE TARGET MARKET“More marketers arelearning how to reachyoung folks throughonline social networks” Apple w/ Facebook.comWalt Disney w/ Xanga.com Target w/ MySpace.comCoca-Cola w/ MySpace.comKEY: Social Networking Websites are used to Target Teensbecause SOCIALIZING and PERSONAL EXPRESSION iswhat teens do.
OUTCOME OF RESULTSDevelop website, using socialnetworking as the motivation, thatwill extend services to PAPsprospective target markets (highschool teens) integrating Pick-a-profs underling purpose: Academic success (the stepping stone for career success) Again how?
THE STRATEGYCommon Identities: Teens Common Goals: College Motivation
HOW DOES IT WORK• Registration• Functions/Tools
HOW DOES IT WORK?: Registration• Select: Student, Parent, Educator, Visitor• Introduction – purpose of site and how to use• Name• Demographics: Age, Gender, Race, Rank• Geographics: High School, City, State• Eventually: questions pertaining to phase of transition• Preferences/Set Up
FUNCTIONAL TOOLS Social Networking (Censored unlike MySpace)– Blogs and E-mail– IMs (ongoing – saved) via • Personality • Location (High School, Town, State) • Career Choice • Phase of the ProcessKey: The availability for teens to connect to other whorelate to them will motivate them to make initial andongoing contacts
FUNCTIONAL TOOLS: Search, Find and Tag (SFT)IntraSearch Engine • E-mail • Site Blogs • IM conversationsEducation Search Engine(Borrows from AskJeeves.Com) • Personality Test/Holland Codes • CollegeBound.com • SAT Prep: Collegeboard.com • Relationships, Psychological: Goalice.com • Health: Xplain.com
FUNCTIONAL TOOLS Preferences(Borrows from MySpace and YahooWidget’s maneuverability capabilities) – Layout of Page – Color Schemes – Backgrounds – Pictures – Text Window Content (Borrowed From Power Point)
FUNCTIONAL TOOLS Organization (Borrowed from Outlook Concept)• E-mail contacts w/ option to download fromother programs• Calendar w/ option to download from otherprograms• My Book (borrows from UT Webspace)
FUNCTIONAL TOOLS: My Book My Electronic Book (Borrows from Delicious.com) – User Activity Record – Articles – Websites – E-mails – Blogs – IMs – SAT Scores – Personality Tests – College Applications – Essays – Personal Diary and Creative Thoughts – Letters of Recommendation – ResumeNote: The My Book function will actually have a different name- a name chosen by the creator and will be assigned a webaddress. EX: John Cunningham’s Book
Recommended Additions Web-Based Generalized Guidance Curriculum and Certification of Completion: To serve as a non-individualized high school guidance counselor on a national level. To serve as part of the college application processingNote: After construction of curriculum is completed,questions will be added to the registration processwhich can help to guide and categorize students
Recommended Additions Podcasts and Videocasts by: Age Appropriate Teens SuccessfulCollege101 Students (Borrows from Bolt.com) Key: Continues w/ Teens educating Teens
BENEFITS OF SITE• Company Benefits: – PAP Profit Margin increases – Company Growth (more employees) – Positive National PR for PAP (as parent company) – Positive Advertising for PAP as Parent Company
BENEFITS OF SITE• Student Benefits: – Marketing Device for College Acceptance – Builds socialization skills – Builds knowledge of networking and the synergy created in teamwork – Builds self-esteem through achievement
BENEFITS OF SITE• Parental and Educator Benefits – Will provide feedback to parents and educators to use in guiding teens on a more individualized basis then otherwise offered through the site.
BENEFITS OF SITE• College Benefits – Helps make selection process more competitive – Alleviates responsibility of college to bring incoming college freshman up to speed saving the college time and money
BENEFITS OF SITE• Societal Benefits – Stepping stone to solving national college transition/preparation matter – Will create new job(s) – Provides education Decreased Poverty
Where to go from here?: Strategic Development and Tactical Implementation RecommendationsEducation MajorInternship (GroupProject) - HandoutDesign Major Internship(Group Project)Business/MarketingMajorInternship (GroupProject)Advertising CampaignsClass MarketingCommunications Plan
THAT’S A WRAP QUESTIONSCRITIQUE COMMENTS SUGGESTIONS