3_Weingard_Thompson_Parks_Adams_Watson_revised

BLUEZZOON
AWAKENING MARKETING JEDIS
Carol Thomson, James Weingand, Jordan Adams, Katlin Watson, Ken Parks

BACKGROUND
Bluezzoon is an educational marketing brand at NKU that drives to make the industry of
marketing a unique and life changing adventure. It’s founder Dr. David Raska provides his
brand in and outside of the classroom by interacting with students on social media
making his brand experience like none other at NKU. Bluezzoon provides young students
with an adventure that will help inspire, challenge and motivate them to fulﬁll their
marketing potential. Facing economic uncertainty, a class that’s seen as challenging and
time consuming, and a raise in tuition costs; the problem that Bluezzoon faces: What
message will Dr. Raska and Bluezzoon provide to prospective students to take his class in
Spring 2017 and generate $80,000 for NKU?
RECOMMENDATIONS
1. Bluezzoon should go to it’s jedi counterpart’s classroom(s) and talk to potential jedi’s about their price
conscious class while showing them the future employment beneﬁts of the client based projects in the
intimate classroom setting
2. Change Bluezzoon’s value proposition to “Awakening Marketing Jedi’s”

WHAT MAKES BLUEZZOON UNIQUE AND DIFFERENT?
REAL CLIENT
PROJECT BASED WORK
EXPERIENCE
ACTIVE,
ENGAGING WITH JEDIS
ON SOCIAL MEDIA
DEVOTION TO
POST JEDI TRAINING
GRADUATION
AMERICAN
MARKETING ASSOCIATION
OPPORTUNITIES
NETWORKING
JEDI PADAWANS TO JEDI
INDUSTRY MASTERS
‘DREAM TEAM’
OPPORTUNITIES
Take-away: Bluezzoon uses the marketing force to create a unique and different marketing experience by devoting his mission to
developing marketing jedi’s connections and network by providing them with real client based project work to enhance them with
post graduation success while offering AMA opportunities and engaging with jedi’s on social media. (See tables 1b., 1c., 2b.)
THE RESISTANCE CAROL THOMSON, KATLIN WILSON, KEN PARKS, JORDAN ADAMS, JAMES WEINGAND

WHAT UNSATISFIED NEEDS DOES BLUEZZOON NEED TO SATISFY?
Take Away: Bluezzoon’s target Jedi padawans have a tough time ﬁghting the disturbance in the force
around work, time, friends while juggling the challenge of earning a marketing degree, obtaining an
internship or a job and marketing connections. They need an affordable, real practical marketing
experience to awaken their marketing forces for their jedi resume for future jedi master employers to
leave their part time job for a fulﬁlled marketing career . (See tables 2a., 2b.)
THE RESISTANCE CAROL THOMSON, KATLIN WILSON, KEN PARKS, JAMES WEINGANDTHE RESISTANCE CAROL THOMSON, KATLIN WILSON, KEN PARKS, JORDAN ADAMS, JAMES WEINGAND
CAN I FIND A
JOB?
WORK
AND JEDI
TRAINING?
I NEED AN
INTERNSHIP FOR
SUCCESS
SAVING THE
MARKETING
GALAXY
YODA’S
CLIENT BASED
TRAINING
AFFORDABLE?

WHAT POSITIONING STRATEGY SHOULD BLUEZZOON USE?
OPPORTUNITIESFORJEDIMASTERJOBSANDNETWORKINGWITH
MARKETINGJEDIMASTERS
CREATES AN INSPIRATIONAL AND MOTIVATIONAL ENVIRONMENT FOR
MARKETING JEDI'S FINDING THEIR PASSION
Awakening Marketing Jedis
Recommendation: Bluezzoon should create an
inspirational and motivational environment for jedi’s
ﬁnding their passion while giving them access to
marketing industry jedi masters and their knowledge to
help jedi’s in training to be successful post-graduation.

HOW TO GET PROSPECTIVE CUSTOMERS IN SPRING 2017?
AWAKEN THE
MARKETING FORCE
YOU WILL
MASTER YODA’S
MARKETING CLASS
HELPED ME DEVELOP
MY PASSION FOR
MARKETING
RECOMMENDATION: BLUEZZOON SHOULD MEET WITH STUDENTS IN HIS COMPETITORS CLASSES OR AT STUDENT ORIENTATION PROMOTING HOW HIS CLASS IS PRICE
CONSCIOUS AND VERY IMPACTFUL WHEN IT COMES TO REAL WORLD MARKETING EXPERIENCE AS WELL AS HELPFUL IN FUTURE JOB OPPORTUNITIES. HE SHOULD
BRING FORMER JEDI STUDENTS, NOW JEDI MASTERS TO HELP DEMONSTRATE THE MARKETING FORCE

APPENDIX
TABLE 1A. SOCIAL MEDIA FOLLOWING
TABLE 1B. BLUEZZOON INTERNAL ANALYSIS
TABLE 1C. COMPETITIVE ANALYSIS - STRENGTHS
TABLE 1D. COMPETITIVE ANALYSIS -
WEAKNESSES
TABLE 1E. EXTERNAL ANALYSIS
TABLE 1F. SWOT ANALYSIS SUMMARY
TABLE 2A. SEGMENT PROFILE
TABLE 2B. SUMMARY OF TARGET MARKETING
FIGURE 1. PERCEPTUAL MAP
TABLE 3. SUMMARY OF MARKETING MIX

Table 1a. Social Media Following
Company Name Bluezzoon NKU Sports Business NKU Center for Economic
Education
MRPP INKUbator
Instagram 227 Followers 86 Followers 37 Followers N/A N/A
Facebook 710 Likes 42 Members 76 Likes N/A 162 Likes
Twitter 149 Followers 121 Followers 334 Followers N/A 301 Followers
LinkedIn 63 Followers N/A N/A N/A 50 Members
Bottom Line Bluezzoon has a wide range of
SM sites that are active and
engaging with audience.
NKU Sports Business Club is on
social media sites but no
professional presence on
LinkedIn
NKU Center of Eco. Education
has a Facebook, Twitter and
Instagram but no LinkedIn
account
MRPP has no social media
presence whatsoever.
INKUbator lacks Instagram
presence but is active on other
SM accounts.
Major Finding NKU Haile College of Business offers a wide variety of different clubs and brands to be apart of and engage with on social media. Bluezzoon is the easiest brand to ﬁnd on
social media as it is active and engaging on all major social media websites given in the table; providing current and potential jedi’s a choice of their own to follow.

Table 1b. Bluezzoon: Internal Analysis
Strengths Weaknesses
Company 1. Diverse network of professors & clients w/ real marketing experience 
2. Small/ Intimate class rooms 
3. Devotion to student success
1. Large commuting population 
2. Lacks ‘College town’ feel 
3. Brand name and vision confusion
Brand 1. Unique brand name/ Logo 
2. Mentoring students to be successful 
3. Creates an inspirational and motivational environment for marketing
1. Brand and NKU connection? 
2. Limited to classroom with Yoda (Dr. Raska) 
3. Brand ethos connection to class theme
Product 1. Work experience through client-based projects  
2. Networking students to potential jobs, industry professionals 
3. Engages students for ‘Dream Team’ opportunities
1. Stressful workload 
2. challenging, Fast paced, unclear 
3. No online class
Channels 1. Small, Intimate, Comfortable classrooms 
2. Classrooms easy to access 
3. Wi-ﬁ friendly
1. Limited to NKU Classrooms 
2. Uncomfortable chairs and tables 
3. Boring classrooms
Promotion 1. Active and Engaging SM presence  
2. In-Class Promotions  
3. Fundraising Opportunities
1. Social media revolves around Instagram 
2. Website under construction 
3. Weak twitter following
Price 1. No textbook fee 
2. Price embedded in tuition  
3. Free social media
1. Workbook printing costs 
2. Parking 
3. Extra supplies
Bottom Line Bluezzoon creates a unique environment for NKU business Jedi padawans by
unleashing their marketing skills with engaging, hands-on marketing experiences
while connecting past, present, and future jedi’s by actively engaging on Social
media.
While battling with jedi confusion of what it’s brand character is, Bluezzoon’s
training comes with a challenging and at sometimes, stressful workload that can
be unclear, and come with a hefty printing cost.

Table 1c. Competitive Analysis Strengths
Bluezzoon NKU Sports Business NKU Center for Economic
Education
MRPP INKUbator
Company 1. Expanding network, diverse
professor experience  
2. Faculty to student ratio is small 
3. Vision strives for student success
1. AACSB accredited 
2. Experienced professors  
3. Diverse classes to enhance
students
1. Passion for growth at NKU 
2. Collaborations with other
universities 
3. Small class sizes
1. Diverse, experienced professors  
2. Partnered with 6 respected
marketing research companies  
3. Big student audience to attract
1. Raised 1 million in capital 
2. Launched more than a dozen
startups 
3. Rated top 5 incubators in 14’ & 15’
Brand 1. Unique logo and different brand 
2. Mentoring students marketing
success 
3. Ignites students passion for
marketing
1. Students have future opportunity 
2. Students Involved with University 
3. Supports NKU Sports
1. Fundraising club on campus 
2. Linked to NKU with gold shirt 
3. Multiple professors available
1. Best program in the area 
2. Gain Real life marketing
experience  
3. Responsible for 100 students
marketing jobs
1. All students and alumni are
welcome 
2. Care for graduates businesses  
3. MIT notoriety
Product 1. Client based projects provide real
marketing experience  
2. Chance to connect with future job
opportunities and build resume 
3. American Marketing Association
opportunities
1. Work experience with professionals 
2. Resume building experience 
3. Building connections to future
employment
1. Fun projects 
2. Real world group projects 
3. One main project
1. Companies don’t pay for
services  
2. Large amount of marketing jobs
in Cincinnati to be connected to 
3. Mentors that were successful
from program speak and mentor to
students
1. Presenting new ideas to start your
business 
2. Possible job creation  
3. Connections to help enhance your
business idea
Channels 1. Small classrooms, comfy
classrooms 
2. Easily accessible  
3. Wi-fi availability
1. Concentrated work space 
2. Accessible classrooms 
3. Wi-fi friendly
1. Works to reach new student
through NECO 
2. Campus event held each semester 
3. High school classes
1. Intimate class room sizes  
2. Accessible campus 
3. Wi-fi friendly
1. Weekly seminars  
2. Easily accessible at NKU 
3. Mentors can be met off campus  
 
Promotion 1. Active and Engaging on Social
Media  
2. Fundraising opportunities 
3. In-class promotions
1. Word of mouth promotion 
2. Connecting class to social media
concepts  
3. Highly involved with sports club
activities
1. An event on campus Econ Beats 
2. Active on Twitter 
3. Available on multiple SM sites
1. News notoriety from major news
outlets 
2. Promotion from past employers
(Cinci Zoo) 
3. NKU website headline
1.Possible scholarship opportunities 
2. Good work space  
3. Local businesses mentor students
Price 1. No textbook fee 
2. Price embedded in tuition 
3. No cost associated with social
media
1. Free social media 
3. Value of experience priceless
1. Class price in tuition 
2. Grand prize winner in winning team  
3. Smaller prizes for participants
2. Valuable price/time ratio  
3. Pro-bono work
1. No cost to apply 
2. Countless re-applications 
3. Price embedded in tuition
Bottom Line Bluezzoon offers a hands on
marketing experience by using
marketing based client projects and
real marketing work to provide future
job opportunities for jedi’s
NKU Sports Business gives it jedi’s
professional sport team experience
while letting the jedi’s get involved
with NKU in a concentrated work
space.
NKU Center of Economic Education
provides jedi’s with fun projects and
has a diverse set of channels to reach
potential target customer
MRPP gives jedi’s a real marketing
research experience by partnering
with 6 respected research
companies in the world and with
this they receive news outlet
notoriety
INKUbator gives jedi’s a unique
chance to bring their Entrepreneurial
ideas to life by supplying jedi’s with
weekly business seminars and
providing mentors off campus
Major Finding Bluezzoon offers a unique and different marketing expirience by providing jedi’s with an expansive marketing network, client based projects and igniting Jedi’s passion for marketing through the
cozy classes of NKU and the chance of for fulfilling Jedi’s careers with future employment opportunities

Table 1d. Competitive Analysis Weaknesses
Bluezzoon NKU Sports Business NKU Center for Economic
Education
MRPP INKUbator
Company 1. Not the typical ‘College town’ 
2. Commuter based campus 
3. Brand not associated with self-
conﬁdence
1. Commuter based college 
2. Limited area of sports  
3. Limited to college of business
1. Not a typical ‘college town’ 
2. Commuter based college 
3. Low student involvement
1. Small student interest 
2. Lack of students in marketing 
3. Limited partnered companies
1. Smaller sized University
surrounded by larger universities  
2. Competing with 300 other
university based incubators  
3. Still growing, started in 2012
Brand 1. ‘Bluezzoon' name not linked to NKU 
2. Class limited to the amount of time
with Dr. Raska 
3. No online version of classes
1. Confused with Sports Business
Club  
2. Limited to Haile college of business 
3. Not focused on connecting with
individuals
1. No established logo 
2. No brand name 
3. Only brands associated are NKU
and Econ Beats event
1. Low participation by students 
2. Students only focus on research,
not other professional skills  
3. partners may not take it serious
1. A lot of students don’t know of it’s
existence 
2. competing with other local start
up’s 
3. competing with other university
students with business ideas
Product 1. Stressful workload  
2. Intimidating work, unclear at times 
3. No online version
1. Diverse activities to attend 
2. Not popular among business
programs  
3. Small course selection
1. Little real work experience  
2. No strong connections to jobs 
3. Lots of time spent outside of
classroom
1. Stressful workload  
2. Fast, quick deadlines 
3. Small connection within
research companies
1. Student’s worry about competition  
2. Still a young/ growing incubator
Channels 1. Limited to time at NKU, in class 
2. Lackluster chairs and tables 
3. Unoriginal Twitter content
1. Limited to Business building 
2. Plain classrooms 
3. Not an inviting atmosphere
1. Bland classrooms 
2. No classrooms outside COB 
3. Uncomfortable seating
1. Limited to Business building 
2. Lackluster tables and chairs  
3. AC uncomfortable
1.Small class to submit ideas 
2. Execution might take longer than
12 weeks  
3. Work might take you away from
campus
Promotion 1. Social media revolved around
Instagram 
2. Website under construction 
3. Lacks Twitter following with
unoriginal content  
1. No professional SM (LinkedIn 
2. No Facebook presence  
3. Twitter focus
1. Not located in frequent town 
2. Commuter based campus 
3. Low student campus involvement
1. No Social media online
presence  
2. No in class promotions  
3. Newspapers on NKU’s site is
only source of promotion
1.Not all applicants accepted 
2. May take longer than expected 
3. Must be willing to network and
travel
Price 1. Workbook Printing costs 
2. Parking fees  
3. Gas to get to NKU (commuters)
1. Parking fees 
2. School supplies 
3. Textbook requirements
1. Books are required 
2. Parking passes are required to
park on campus 
3. Cost in video class project
1. Travel costs 
2. Supplies 
3. Presentation materials
1.Cost of networking (Dinner,lunches) 
2. Presentation supplies  
3. Travel costs (gas)
Bottom Line Bluezzoon’s classes come with a
stressful workload and sometimes can
be unclear with the intimidating work
and limited class time
NKU Sports Business is limited to the
NKU business building while lacking a
social media presence and can be
seen as not inviting
NKU Center for Economic Education
is faced with the fact that the campus
isn’t offering a lot. Student commuters
are worried about pricing.
MRPP is battling small student
interest because the lack of a
social media presence and a
stressful workload that has quick
deadlines
INKUbator is still a young and
growing program that competes with
other incubators in the area to create
entrepreneurial success.
Major Finding Being seen as a class that’s very time consuming and provides a stressful workload, Bluezzoon is an intimidating class structure that is only based around Instagram outside of the classroom and
comes with a hefty printing cost.

Table 1e. External Analysis
Opportunities Threats
Suppliers 1. Networking/collaborating with alumni 
2. Find budget for teaching assistants
1. Lack of federal funding 
2. Layoffs on campus
Channels 1. Available online classes 
2. Classrooms easier to access 
1. Uncomfortable chairs  
2. Classrooms are outdated
Target Customers 1. High schoolers thinking about NKU 
2. Students who enjoy social media
1. Students worried about debt 
2. Students busy lives
Competition 1. Collaborating with other COB programs 
2. Cross marketing networking opportunities
1. Online classes 
2. Co-op/ Internship opportunities
Society & Culture 1. Value of education to positively in career 
2. Creating perspective on culture and environment
1. Trade schools other forms of education 
2. Less value in college degree
Economy 1. Midwest low income levels 
2. unemployment in area
1. Layoffs on and off campus  
2. Raising tuition
Political & Legal 1. Accreditation regulation 
2. Education ﬁeld development
1. Budget cuts at NKU 
2. NKU media limited to legal purposes
Tech, Communication
& Transportation
1. App and online technologies updated 
2. New social media trends
1. Updating media frequently  
2. App to show Professor Ratings
Natural Environment 1. More snow fall in area 
2. Changing weather conditions
1. Increased cancellations to weather 
2. Natural disasters
Bottom Line There is a high demand for alternate classes options such at hybrid and online
classes. There is also an opening for future jedi’s (High school students) to
intergrade to engage on social media. Dr. David Raska (master Yoda) has the
opportunities to work on all of these and to increase the value of his training.
There is a disturbance in the force to Bluezzoon by the change in social media trends, economics
uncertainty and busy schedules of college jedi’s.

Table 1f. SWOT Analysis Summary
Bluezzoon
Strengths Bluezzoon creates a unique marketing experience by inspiring, motivating and engaging NKU business students with rare, hands-on client based real work project
experience(s) that connects students to future employers and industry professionals personally while building their resume’s by inviting them into an intimate business
classroom and providing them with engagement outside of the classroom on Bluezzoon’s social media.
Weaknesses With a stressful, intimidating workload, Bluezzoon’s classes can be seen as some what difficult, time consuming, and challenging. While battling this, Bluezzoon faces the
challenge of how students see it’s brand vision and ethos.
Opportunities Bluezzoon can connect with more students by applying online classes or hybrid classes to cater to the demand of students, Providing a high school outreach that shows
the potential of future job opportunities after college can help Bluezzoon reach new students before they select a college to attend.
Threats Bluezzoon faces a rapidly changing social media market that changes by the year or even sooner while facing a unpredictable U.S. economy that causes uncertainty in
the cost of education.
Major Finding Bluezzoon’s classes offer NKU students the chance to develop an invaluable skill set that major marketing firms are seeking in new hires. Having real world marketing
experience and the knowledge to use every major social media site as they relate to the marketing business world, is something that most graduating jedi’s will not have
(but Dr. Raska’s student will). However, the real fact of growing tuition rates, and jedi’s having to find more time to work is something that may scare some jedi’s away
from Bluezzoon’s classes.

Table 2a. Segment Proﬁle
Demographics
Name NKU Business jedi’s
Age Late teens, early twenties
Gender More then half is Male
Family Status Single
Worries
Potential future job, bank account, graduating, and family
Children No children
Job Part time
Education Marketing degree in progress
Income Less than 20,000
Location Tri-state(KY,OH,IN)
Ethnicity Caucasian
Religion Mostly religious
Psychographics
Interest Sports, family, technology
Values Family, honest, kind
Traits Engaging, passionate
Behavioral
Stores Kroger,Target,Khols, Apple
Brands Nike,Apple,Patagonia,Chiptole
Music Country, Pop
TV/Movies The Ofﬁce, Harry Potter, Star Wars
Places Beaches of Florida
Celebrities LeBron,Kobe,Will Ferrell
Online Xbox, Playstion, Instagram, Facebook
Bottom line:
Luke is a caucasian NKU Business Student that has a part-time job at Apple.
He enjoys eating at Chipotle and playing basketball with friends. He is very honest when he
says he worries about graduating, future job, and money.

Table 2b. Summary of Target Marketing
Unique and different product/brand attributes Customer’s unsatisﬁed needs Most important and easily communicated product/brand
attributes
1 Extensive job network and possible connections Concerned about life after college Extensive job network and possible connections
2 Real client based projects Doesn’t have a marketing internship Real client based projects
3 Experience that gives you an advantage over
competition
Friendship and honesty
4 Active social media Enjoying the environment
5 Unique workbook NKU Business jedi’s wanting marketing degree
Bottom lines With real client based projects and an extensive job
network will give you advantages over competition
With life concerns after college and no marketing
internship and building honest friends
With real client based projects, an extensive job network, and an
engaging social media it not only excites, but also challenges them
to get their best work
Major Finding Luke is an NKU Business Student who is concerned with life after college and why he doesn’t have a marketing internship. He is hoping to gain experience and advantages over the
competition with real client based projects, future job connections, and challenging classwork that can also be exciting.

Provides many opportunities for
real work experiences, mentoring
and networking with professionals
Creates an inspirational and
motivational environment for
marketing students ﬁnding their
passion
Creating a routine college class
experience for students trying to
graduate
Provides less opportunities for
real work experiences and little
networking with professionals
Figure 1. Perceptual Map

Table 3. Summary of Marketing Mix
Product Price Promotion Place
1 Networking connections to future employers
and industry professionals
No Textbook fee Engaging social media that includes
students work
Intimate, Comfortable classrooms in COB
2 Real marketing work experience with
engaging class structure
Price is in tuition In-class internships and co-op
opportunities
Wi-fi friendly
3 Hands-on, fun, ‘Dream Team’ opportunities Free social media In-class fundraising opportunities Campus Easily accessible
4 Motivation to find marketing passion Free Nutella tasting’s American Marketing Association
acknowledged
All located in one building
5 Unique brand name with motivational and
passion driven ethos
No Wifi cost Movie themed classes Office is close by
Bottom Line Gain hand-on real marketing work
experience with connecting to industry
professionals and find your marketing
passion
The cost of a 3 hour credit course that
provides a class with no textbook, free
Nutella as well as free Wi-fi
Student engaging social media, along
with AMA acknowledgment that provides
in-class internships
Intimate class and University size that’s
wifi friendly with Yoda’s office close by
Major Finding Bluezzoon jedi’s gain hands on, real marketing work experience and connections to industry professionals at the price of a 3 hour credit course ($1,000) and no textbook fee.
Jedi’s get involved in and outside of the classroom by engaging with Dr. Raska on social media and have the potential to be AMA acknowledged.

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