This document contains information for marketing and branding strategies for Draper University's residential program, executive education program, and DraperTV launch. It includes target audience profiles, unique selling propositions, frameworks for metrics like awareness and retention, partnership opportunities, and analyses of the current branding and perception of Draper University. The document provides information on building alumni networks, hosting events during school breaks, and leveraging existing media channels to promote the residential program. It also contains proposed mission statements for the different Draper University programs.

1. Case Study

2. Overview | Draper University
● Marketing Plan for DraperTV Launch
● Draper University Personas/Target Audiences
● DU Branding Analysis

3. Unique Selling
Proposition

4. Unique Selling Proposition | Draper University
● Best in class
entrepreneurial
content
● Gamification of
entrep. education

5. Framework

6. Framework |Pirate Metrics
● Awareness
● Acquisition
● Activation
● Retention
● Referral
● Revenue
Dave McClure

7. Awareness
+
Acquisition

8. Awareness + Acquisition | Launch
● Press Release
● Podcast
● Conference
● Guest Blog
● Promote at Draper Events
● Party/Meetup
■ SVE
■ Product Hunt
■ Startup Grind

9. Awareness + Acquisition | Ongoing
● YouTube Teasers
● Blog
● Social Media - Existing
● Contests
● University Partnerships
● Alumni Advocacy

10. Activation

11. Activation | Tactics
● Drive to website
● 1-3 Month Free Subscription
● Daily or Weekly Use

12. Retention

13. Retention | Tactics
● Weekly email with teaser
● Unique Content
● Gamification of Challenges
● Addicting Product

14. Referral

15. Referral | Tactics
● Alumni VS Fans
● Build Community into Product
● Free Subscription
● Bonus Content
● Contest via Social Media

16. Revenue

17. Revenue | Subtitle
Nadim Hossain, VP Marketing, PowerReviews
At Salesforce.com, roughly 3.75% of our Free Trials
converted to Sales:
Convert Free-Trial to Paid
~ 3.75%

18. Residential Program

19. Residential Program | Target Market Profile
Overview
Minority Woman, early 20’s, no formal education,
adventurous, freelancer/entrepreneur.
Pain Points
Wants to be an entrepreneur but doesn’t know where to
start.
Key drivers / motivators
Desires to make the world a better place with talents and to
make more money.
Effective influences
Highly independent
Sequoia
Aspiring Entrepreneur

20. Residential Program | Target Market Profile
Overview
Male non-minority, mid-late 20’s, mid-tier college,
educated but idealistic.
Pain Points
Needs to build network to pursue passion.
Key drivers / motivators
Desire to make the world a better place with
talents. Not as concerned with money.
Effective influences
Friends & Family
Ari
Subtitle

21. Residential Program | Target Market Profile
Overview
Minority Female, late 20’s, highly educated,
technical skill set.
Pain Points
Lacking in business/entrepreneurial education
Key drivers / motivators
Deep desire to solve problem that affected her.
Needs access to capital/network
Effective influences
ROI calculation & network
Surbhi
Serious entrepreneur

22. Residential Program | Target Market Profile
Overview
Minority Female, late 20’s, educated,
entrepreneurial, design expertise.
Pain Points
Lack of awareness/understanding
Key drivers / motivators
Use creative talents to make a living
Effective influences
Independent but influenced by
friend recommendation.
Stephanie
Lost Customer

23. Key Strategies

24. Residential Program | Key Strategies
● Alumni Meetups
● Key Partnerships
● Holiday & Summer Break
● Existing Media Channels

25. Alumni

26. Residential Program | Alumni
● ID Key Alumni in Strategic Markets
● Provide Resources for Bi-Annual Events
● Turn Alums into Brand Advocates

27. Partnerships

28. Partnerships | Opportunities

29. Partnerships | Opportunity with LAUNCH
Hackathon Festival TWIST Ticker

30. Breaks

31. Breaks | Subtitle
Chinese New Year
Australian Summer Break
American Summer Break
Indian Summer Break

32. Media Strategy

33. Media Strategy | Media Partners

34. Residential Program |Social Media Tactics
● Use Existing Channels (Draper TV)
● Perform Audit & Adapt Plan
● Press Releases: Promote Founder Success

35. Branding Analysis

36. Philosophy

37. TechStars’ Brad Feld:
“A Startup Community Needs
a 20-year Time Horizon”
Branding Analysis | Philosophy

38. People buy products & services.
They belong to communities.
Branding Analysis | Products/Service VS Community

39. Branding Analysis | Brands Evolve

40. Benefits

41. ● Brand Equity
o DFJ
o Portfolio Companies
o Entrepreneur Network
● Respected & Trusted
● Tim Draper’s Celebrity Status
● Regionally Known
Branding Analysis | Strengths

42. Challenges

43. ● Current Perception
● Standardization of Brand
● Large Portfolio of Products
Branding Analysis | Weaknesses

44. Perception

45. Branding Analysis | Current Perception

46. Branding Analysis | More Draper or More University
VS

47. Branding Analysis | A Superhero Inside All of US

48. ● There is a super-hero in all of us
● Draper U gives you the tools to be extraordinary
Branding Analysis | Message

49. Brand Standards

50. ● Most Important Text is at
Bottom of Page
● Fluffy/Buzzwordy Content
● Reduce Text by 50%
● Non-responsive
Branding Analysis | Content & Design Review

51. Branding Analysis | Confusing Brand

52. ● Font
● Color
● Typography
Branding Analysis | Logo Critique

53. From Idea to IPO.
DFJ develops the entrepreneur &
investors.
Branding Analysis | Message

54. Branding Analysis | Brand Standards

55. Team

56. Design Strategist Branding Strategy Digital | Entrep.
UniversityConsultantDesignContent Strategist
TEAM

57. #BuildGreatThings
Brett Noyes
@brettnoyes
brnoyes888@gmail.com
509-910-3496

58. Notes/supplementary Section
No need to design these slides.

59. Request for Mission Statement:
The Draper University Mission Statement: (FYI background info on this – TD (Tim Draper) has not wanted to create a mission statement b/c he
believes the mission of the program is constantly changing.) The team created this statement at the end of last year to help guide ourselves
and the goals of the team.
“We aim to inspire people and accelerate ideas by igniting the entrepreneurial spirit”
Residential Program:
“Draper University residential program fosters a community of diverse leaders who want to change the world by equipping them with skills,
access and resources in Silicon Valley.”
Exec Ed Program:
“Expose corporate & startup executives to the Silicon Valley mindset, expertise and eco-system.”
Mission Statements | Draper University