Bluezzoon

Bluezzoon
Brad Bishop, Kaitlyn Farmer, Tara Quinn,
Maria Weyer

Execu=ve Summary
2
What makes Dr. Raska unique and different than other
professors?
Dr. Raska encourages and inspires students by
crea=ng a high energy, comfortable work
environment and providing his students with client-
based projects.

What unsa=sfied needs do his prospec=ve customers
have that can be sa=sfied by his services?
Students have dull classes that don’t excite them
about their major and need something that “pops”
on a resume, showing an employer their marke=ng
experience.

Conclusion: Dr. Raska can leverage his use of client-based projects and high-energy
environment to create an excellent, engaging experience for current and future
students.

What makes Dr. Raska unique and diﬀerent than
other professors?
Dr. Raska encourages and inspires students by crea=ng a high energy,
comfortable work environment and providing his students with client-based
projects.
3

What unsa=sﬁed needs do his prospec=ve
customers have that can be sa=sﬁed by his
services?
Students have dull classes that don’t excite them about their major and need
something that “pops” on a resume, showing an employer their marke=ng
experience.
4
hVp://blog.alinelerner.com/resumes-suck-heres-the-data/

What posi=oning strategy do we recommend to
Dr. Raska (including value proposi=on)?
Dr. Raska should set speciﬁc goals and
dates, therefore mo=va=ng students to
strive for excellence.

Strive for excellence!
5
Students have part-=me jobs and enjoy spending =me with family and friends
(Table 2a). They need to know in advance what is coming up, in terms of
homework and projects, so they can plan ahead and be less stressed about the
course. In turn, students will be happy and excited to come to class.

What would we do to make prospec=ve
customers aware of Dr. Raska’s classes and
make them enroll in one of them in the spring of
2017?
We would encourage students to share
their experience on social media to gain
Rewards Program points, therefore
raising awareness of Bluezzoon and Dr.
Raska’s classes among poten=al
enrollees.

6
Students outside of Dr. Raska’s classes are not aware of Bluezzoon (Table 1d) or
the marke=ng experience they could gain in Raska’s classes. Students will be
mo=vated to share their experience if they earn extra credit through the
Rewards Program (Table 1c).

Appendix
7
Table 1a. Social Media Following............................ 8
Table 1b. Internal Analysis...................................... 9
Table 1c. Compe==ve Analysis (Strengths)............. 10
Table 1d. Compe==ve Analysis (Weaknesses)........ 11
Table 1e. External Analysis...................................... 12
Table 1f. SWOT Analysis Summary......................... 13
Table 2a. Segment Proﬁle....................................... 14
Table 2b. Summary of Target Marke=ng................ 15
Figure 1. Perceptual Map ....................................... 16
Table 3. Summary of Marke=ng Mix ..................... 17

Table 1a. Social Media Following
Company
Name
Bluezzoon NKU Sports
Business
NKU Center for
Economic
Educa:on
MRPP INKUbator Social Media
Instagram 227 86 37 - - 96
Facebook 712 - 76 - 162 136
TwiEer 149 682 334 - 302 1,188
LinkedIn 64 - - - - -
BoEom Lines Bluezzoon has
the widest
variety of social
media presence.
Students
connect with
others from
diﬀerent
sec=ons/classes
from Dr. Raska
and provide
classroom
insights.
NKU Sports
Business
followers are
on Instagram
and TwiVer.
More followers
are on TwiVer.
The majority of
NKU Center for
Economic
Educa=on
followers are
on TwiVer.
Followers learn
about current
business
events.
MRPP does
not have a
social media
presence.
INKUbator
followers are on
Facebook and
TwiVer, with
more followers on
TwiVer.
Social Media
has the most
followers on
TwiVer.
Students are
engaged in
events related
to social
media.
Major Finding: Bluezzoon is present across all social media plahorms, allowing students to choose which social media site
they would like to use. It is the only “brand” an NKU professor has.
8

Strengths Weaknesses
Company 1. Professors have real experience with work connec=ons
2. Small class sizes (faculty-student ra=o)
3. Personal approach with a passion for student success
1. NKU is not a “college town”
2. NKU has a lot of commuter students
3. Students don’t take pride in “NKU”
Brand 1. Challenges, mo=vates, inspires, and excites students in
the course
2. The brand name and logo is unique and different
3. Depicts student success with a focus on mentoring
1. Only Raska’s classes are aware of brand
2. Unclear link with brand and Batman/Yoda
3. No link to NKU’s brand
Product 1. Client-based projects bring real world work experience
2. Student’s are able to build their resume and gain
connec=ons to poten=al jobs
3. Many opportuni=es for engaging, team oriented work
1. Online course not available
2. Lots of outside work with no upfront due dates (no
set dates in the syllabus)
3. Class can be fast paced and confusing
Channels 1. Classrooms are easy to find in the building
2. Classrooms are small
3. Classrooms have wi-fi available to all students
1. Classrooms are not cozy (they are plain)
2. Uncomfortable for students (chairs and tables)
3. Class is limited to only NKU classrooms
Promo:on 1. Raska promotes his other classes/brand oken in class
2. Majority (if not all) students are connected and engaged
with brand through social media
3. Raska fundraises for good causes during classes
1. Social media posts are the same across all
plahorms
2. Website “under construc=on”
3. TwiVer has few followers
Price 1. Social media is no extra cost
2. Class does not require a textbook
3. Cost of class is “included” in tui=on
1. Parking on campus is expensive
2. S=ll have to pay for extra supplies (laptop;
notebooks, etc.)
3. Prin=ng workbooks is costly
BoEom
Line:
Dr. Raska presents his students with real-world marke:ng
experience to challenge and mo:vate them, while
engaging with them through social media using
Bluezzoon.
Dr. Raska can be unclear with his expecta:ons and
give his students a lot of outside work.
Table 1b. Internal Analysis 9

Table 1c. Compe==ve Analysis (Strengths) 10
Bluezzoon NKU Sports Business
NKU center for Economic
Educa:on MRPP INKUbator
Company - Experienced professors
- - student success drive
environment
- Experienced professors
environment
- -Experienced professors
environment
environment

environment
Brand -  Recognizable logo
-  Mo=vates and engages
students
- Strong student
encouragement
- -guidance from advisors
- Promote economic &
financial literacy
- Aimed towards all grade
levels
- Educate undergrad students
effec=vely & ethically
- Seeks to create excitement
- Encourages students with
drive & passion
- Mentor advise pushes student
success
Product -  client-based projects
lead to real work
experience
-  Post-gradua=on job
connec=ons
-  Rewards Program
-professional networking
opportuni=es
- Includes field
internships
-improve quality / quan=ty
of economic instruc=on
-professional development
program for teacher’
- hands-on research
experience
-  connec=ons to partnering
firms
- Building strong business
models
- Team building
Channels - Small class sizes
-  internet access
-  Small class sizes
- Small class sizes
Promo:on -  Students from past,
present, and future can
connect through social
media
-  In class promo=ons and
ac=vi=es
- mee=ngs/ ac=vi=es for
ac=ve students
- LinkedIn to connect
current students to
alumni
-TwiVer / Facebook
accounts
- Affiliated with Kentucky
Council on Economic
Educa=on & Council for
Economic Educa=on
-student interac=on w/
marke=ng professionals
- Client project involvement
-access to program through
applica=on
-open to all students not just
business
Price -  Cost of class included in
tui=on
-  Social media is no cost
to the users
-no cost for Social media
- AVainable 4 year
degree leads to less
tui=on cost
- No cost for social media
- - Serves NKY area at no
cost
-student involvement cost
included in tui=on
-6 local firms pay membership
fee annually
- Eligible students can receive
funding
- - free access to resources @
NKU & business community for
being NKU student
BoEom Line - Experienced professors
environment
- -Engages students with
marke=ng
environment
environment
environment

environment
Major Finding NKU has a student success driven environment with many experienced professors. All the brands have some sort of job connec=ons or networking
opportuni=es., but Bluezzoon has the most recognizable logo and engaging social media.

Table 1d. Compe==ve Analysis (Weaknesses) 11
Bluezzoon NKU Sports Business
Educa:on MRPP INKUbator
Company 1. Not a college town 2.
Commuter College 3. Lack of
pride
1.  Not a college town
2.  Commuter College
3.  Lack of pride
3.  Lack of pride
3.  Lack of pride
3.  Lack of pride
Brand 1.  Not associated with NKU
brand name
2.  Raska classes only
3.  confusing brand meaning
1.  No brand iden=ty
2.  limited to sports
business majors
1.  No brand iden=ty
2.  2. For economics majors
only
1. No brand iden=ty 1.  Not well known brand
name
2.  Limited to NKU
Product 1.  Heavy courseload
2.  Fast paced and unclear
3.  Boring classroom
1.  Wide variety of
classes oﬀered
2.  Boring classroom
1. No classes just a help program 1.  Limited to Market
Research Program
students
2.  Only undergrad
students
1.  Have to be accepted into
the program
2.  Have to have a unique idea
to be considered
Channels 1.  Limited to NKU
2.  Not comfortable
3.  Boring, plain classrooms
3.  Boring, plain
classrooms
3.  Boring, plain
classrooms
Promo:on 1.  No variety of posts
(Mostly instagram)
2.  website needs some
work
3.  poor twiVer following
1. No adver=sing
2. non-engaging social
media
1.  Non engaging social media
( mostly twiVer)
2.  2. Weak website
1. No social media
accounts
1.  limited social media
2.  2. not engaging social
media
Price 1.  Cost of prin=ng
2.  expensive parking pass
3.  cost of school supplies
1.  Cost of textbook
2.  expensive parking
pass
3.  cost of school
supplies
2.  expensive parking
pass
3.  cost of school
supplies
BoEom Line Bluezzoon brand is not
clearly known about, has a
heavy courseload and can be
confusing at =mes.
NKU Sports Business
doesn’t have a brand
iden=ty and is limited to
Sports Business Majors.
Educa=on has very liVle
informa=on about what this
program is.
MRPP has no social
media accounts, so
poor promo=on.
INKUbator is a program that is
not oﬀered to everyone,
students have to be accepted
or have an outstanding idea to
even be considered.
Major
Finding
There is a lack of pride associated with NKU because it is a commuter college and not in college town. It also has boring classrooms
for these courses. Bluezzoon is the only brand associated with NKU and all programs lack engagement with social media.

Table 1e. External Analysis 12
Suppliers Opportuni:es Threats
Channels 1.  Connec=ons with former students and business
professionals
2.  Access to rich marke=ng environment (Cincinna=)
1. Lack of demand for marke=ng majors
2. Lack of basic resources
Target
Customers
1.  Various class formats (online and hybrid)
2.  Small, in=mate campus
1. Downsizing of classrooms
2. Failing to update/upgrade classrooms
Compe::on 1.  High school students in the Tri-State area
2.  Connected and engaged with brands through social
media
1. Tight budgets
2. Lack of interest in marke=ng
Society and
Culture
1.  Partnering with other business departments
2.  Career fairs and networking opportuni=es
1. Other universi=es
2. Various class formats
Economy 1.  Increase in marke=ng interest
2.  Increase in diversity of marke=ng students
1. Lack of importance of college educa=on
2. No value in college degree
Poli:cal and
Legal
1.  Rising unemployment levels
2.  Decreasing salary levels
1. Bad job markets
2. High price of college
Technology,
transporta:on,
&
communica:on
1.  Increased emphasis on career-developing educa=on
2. 
1. Lack of funding
2. Restric=ons on real-world marke=ng examples in
class serngs
Natural
Environment
1.  Yearly snow storms causing class cancella=ons
2.  Unpredictable weather
1. Tornadoes, hurricane
2. Terrorist aVack
BoEom Lines The advent of new class formats, connec:ons with
business professionals, and networking opportuni:es
provide Dr. Raska with the ability to increase the value
of his services.
Dr. Raska has several poten:al threats, including lack
of value in degrees, bad job markets, and lack of
basic resources.

Table 1f. SWOT Analysis Summary 13
Strengths Dr. Raska presents his students with real-world marke=ng experience to
challenge and mo=vate them, while engaging with them through social
media using Bluezzoon.
Weaknesses Dr. Raska can be unclear with his expecta=ons and give his students a lot
of outside work.
Opportuni:es The advent of new class formats, connec=ons with business professionals,
and networking opportuni=es provide Dr. Raska with the ability to increase
the value of his services.
Threats Dr. Raska has several poten=al threats, including lack of value in degrees,
bad job markets, and lack of basic resources.
Major Finding: Dr. Raska presents with real-world marke:ng experience to challenge
and mo:vate them, while also engaging students through social media
using Bluezzoon. However, he can be unclear with his expecta:ons and
give his students a lot of outside work.

Table 2a. Segment Profile 14
Demographics Name NKU business students
Age 19-24 year old
Gender 44% female, 56% male
Family Status 90% single, 9% married
Children 93% without children
Job 74% part-=me job, 16% full =me job
Educa=on Working on college degree (specifically marke=ng)
Income 72% makes less than $20K a year
Loca=on 65% lives in Kentucky, 35% in Ohio
Ethnicity 91% Caucasian
Religion 48% religious, 22% non-religious, 30% in-between
Psychographics Interest Friends and family, playing sports and games, watching movies and listening to music
Values Honesty, family and friendship, loyalty, kindness
Traits Outgoing, hardworking, crea=ve; caring
Behavioral Stores Kroger (for groceries), Target, Nordstrom, Kohls, Apple
Brands Nike, Apple, Chipotle, Adidas, Under Armour, Patagonia
Music Country Music, Beatles, One Direc=on
TV/Movies Dark Knight, Star Wars, Harry PoVer, Office, Grey’s Anatomy, Game of Thrones, Friends
Places Florida/beaches
Celebri=es LeBron, Tom Hanks, Will Ferrell
Online Facebook, Instagram, Nehlix, Amazon, gaming
BoEom Line: NKU students are between 19-24 years old pursuing business degrees while also working part :me jobs on-top of school.
They enjoy spending :me with their friends and family, watching movies and listening to music, and they value honesty and loyalty.

Table 2b. Summary of Target Marke=ng 15
Unique and different product/
brand aEributes
Customer’s unsa:sfied needs Most important and easily communicable
product/brand aEributes
1 Network of alumni and business
professionals
Stress related to finding a full-=me job Dr. Raska provides connec=ons to
professionals and NKU alumni (i.e. poten=al
future employers)
2 Encourages and inspires
students
Dull classes that don’t excite students about
their major
Dr. Raska encourages his students to get
exci=ng about marke=ng and the benefits it
can offer them
3 Providing students with project
that stand out on a resume
Students need something that “pops” on a
resume and shows an employer their
marke=ng experience
Dr. Raska offers client-based and real-world
projects that can help a student stand out and
get employed aker gradua=on
4 Free social media access College students who are price-sensi=ve and
on a =ght budget
Dr. Raska provides free access to his social
media plahorms in order to connect and
engage with his students outside the
classroom
5 Small class sizes Students who want to have real and in=mate
business and marke=ng discussions
Dr. Raska has small classes that allow for
engaging discussion regarding marke=ng
topics
BoEom Lines The class provides real-world
projects and a connec=on to
business professionals while
maintaining a small and
comfortable serng.
Student stress about finding a full-=me job
and are looking for opportuni=es and projects
that will help land them those jobs.
Dr. Raska provides full-=me job connec=ons
and opportuni=es while giving students
hands-on marke=ng projects.
Major Finding NKU business students are not excited about their major and life a]er gradua:on, and would like marke:ng experience to put
on their resumes. Dr. Raska gives his students client-based projects to help students stand out on their resumes and
encourages students to get engaged in class and excited about their major.

Table 3. Summary of Marke=ng Mix 17
Product Price Promo:on Place
1 Client-based projects
bring real world work
experience
Social media is no extra
cost
Raska promotes his other
classes/brand oken in class
Classrooms are easy to find
in the building
2 Student’s are able to
build their resume
Class does not require a
textbook
Majority (if not all)
students are connected
and engaged with brand
through social media
Classrooms are small
3 Student’s can gain
connec=ons to
poten=al jobs
Cost of class is
“included” in tui=on
Raska fundraises for good
causes during classes
Classrooms have wi-fi
available to all students
4 Team oriented
projects in class
5 Engaging classes
between Dr. Raska
and students
BoVom Lines Client-based projects
bring real world work
experience
Cost of class is
“included” in tui=on
Majority (if not all)
students are connected
and engaged with brand
through social media
Classrooms are easy to find
in the building
Major Finding Dr. Raska’s classes are easy to find and the cost of classes are “included” in tui:on. Client based projects
bring real world work experience and the majority of students are connected and engaged with
Bluezzoon on social media.

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