The document outlines a back-to-school marketing campaign for MyEdu to promote its textbook buying tools and resources to college students. Research found that students prioritize price and convenience when buying books and rely on peers for influences. The proposed campaign would increase awareness of MyEdu through on-campus events, advertisements, and partnerships with student groups.

2. MVPR
AMY BRYANT, AMANDA CROWLEY, RACHEL
DANEMAN, JILL DUNN, LAURA FIDELMAN,
BROOKLYN GARNER, ASHLEY JENNINGS,
KATHRYN LORD, BRIANNAMYNAR,
ERIN RIDDLE

3. Research
Secondary Primary
 Competitor Analysis  Focus Groups (2)
 Rate My Professor  Surveys
 Koofers  College & high school
 Student’s Review
 Individual Student
 Big Words
Interviews (10)

4. Primary Research: College Survey

5. College Survey

6. Video

7. Key Findings
 Lack of Awareness
 Price and Convenience are the most important
factors in textbook buying
 Students tend to wait until the first week of classes to
buy their books
 Peers and on-campus contacts are the most
important sources of influence and awareness of
brand

8. Target and Objectives
 Target: college students who are current members
and non-members
1. Increase textbook sales on MyEdu
2. Promote official textbook requirements that are
available at MyEdu
3. Increase the number of new members

9. Campaign Strategy
 Develop a plan that creates awareness of MyEdu’s
official course booklists and price comparison tool
 MyEduworks directly with universities to post which
textbooks are required for courses. Members can
build a class schedule to automatically see the books
they need at the best prices.

10. MyEdu Back-to-School Week!
 Booth in parking lot next to Mellow Mushroom with laptops
and T-shirt giveaway for people who register at booth
 Fliers with step-by-step instructions on how to use the
textbook tool
 Current MyEduusers and those who sign up throughout the
week will also be eligible for all other events/promotions the
rest of the week
 Cross-promotional efforts
with local businesses

11. Monday
 Sidewalk chalk “MyEdu week” info from 21st to 28th
Street
 Flier dorms and major West Campus apartments
with schedule of week events
 Send out a social media blast promoting the
upcoming week long events

12. Tuesday
“We make your first day easier!”
 Give out free breakfast tacos to first 100 students
that come up to the booth and take a flyer and/or
register on MyEdu

13. Wednesday
“We make getting organized easier!”
 Giveaway Wheel with prizes to help
you get organized:
 Planners
 Water bottles
 Apple TV (1 slot on wheel)

14. Thursday
“We make textbook buying easier!”
 Photo booth where students passing by interested in
MyEdu can have their photo taken
 Campus Reps should emphasize textbook tool and how
much money it saves students – especially for College
Night and the upcoming weekend

15. Friday
“We MADEback to school week easier!”
 Coffee Bean & Tea Leaf
giveaway with free coffee
to students who register
at the booth

16. Advertising Efforts
 Capital Metro Bus
 Wrap the 1L/1M for one month
 Facebook Ads for targeted college networks
 $50 a day at $0.92 per click for 30 days
 Daily Texan Ads for one quarter

17. Budget
 Merchandise: $5,040
 Promotional: $1,774
 Advertising: $4,598.75
 Professional Fees: $1,000
__________________
TOTAL: $12,412.75

18. Projected Results & Measurement
 From January 15, 2011 – February 15, 2011:
 Increase number of new memberships by 15%compared to
previous month
 Increase number of Facebook fans by 300 people
 Increase number of of textbook tool users by 30%

19. Additional Recommendations
 Work with student organizations
 Promote MyEduin club meetings, sorority/fraternity houses and handing
out fliers
 Encourage Orientation Advisors, Resident Advisors and Camp Texas
counselors to promote MyEdu services to their new students
 Establish relationships with high school counselors, as they
influence graduating seniors
 Administer fliers in dorms during freshman orientation

20. “My Edu Makes College Easier!”
Questions?

21. SWOT Analysis
Strengths Weaknesses
• Credible brand equity because of Pick-a- • Pick-a-Prof vs. MyEdu confusion
Prof • Lack of awareness of resources and
• Large database and monetary resources tools
• Resources and tools in one place
• Only needed twice an academic year
• Completely free online resources
• Lack of use and sign-up rate of those
aware
Opportunities Threats
• Capitalizing on credibility to increase • Four or five significant competitors
awareness
• Differentiating as the only site to combine all • Students tend to go directly to book
educational resources in one place sellers
• Increase number of MyEdu accounts among
those aware of brand • Graduation turnover means the
• Increase number of users utilizing the text tools must be promoted every year
book tool

22. Additional Budget Info
 Merchandise Costs:
 T-shirts: $3,975 for 1500 t-shirts at $2.65 each
 Planners: $695 for 500
 Water bottles: $70
 Apple TVs: $300
 Promotional Costs:
 Banner: $45
 Flyers: $.10 for 5000 flyers = $500
 Tent: $75
 Tables: $45
 Wheel: $299
 Breakfast tacos: donated
 Chalk: $10
 Photo booth: $800
 Advertising/Marketing Costs:
 Daily Texan ads: Quarter – $228.75
 Facebook ads: $0.92 per click - $50 per day for 30 days - $1,500
 Metro bus ads: $1,310
 iPhone app: $1,500
 Professional Fees: $1,000

23. College Survey Results

24. High School Survey Results