Upload
tzipporah-bryer-satkin
View
123
Download
0
Embed Size (px)
Citation preview
1
Agenda ⦿Summary of Organization - Taylor Pouncey⦿Competition - Tzippy Bryer-Satkin⦿SWOT- Abby Davis ⦿Campaign Objectives - John Goldsmith⦿Creative Brief - Charlotte Russo⦿Ultimate Value - Drew Schuler
2
Background ⦿Serving Athens for 25 years⦿Provides UGA students with Collegiate supplies
●Used Books●Class Notes●Spirit wear
T3Taylor Pouncey
Development of Baxter Street Bookstore
4Taylor Pouncey
Competitors
5Tzippy Bryer-Satkin
Bookstores Facebook Likes Facebook Check-Ins Instagram Followers Twitter Followers Google Review Rating
Beat the Bookstore 958 64 191 128 3.1/5
Off Campus Bookstore 388 50 109 388 3.1/5
UGA Bookstore 6,483 2,779 368 702 X
Baxter Street Bookstore
282 180 171 286 3.3/5
Social Media of Competitors
6Tzippy Bryer-Satkin
Strengths⦿Longevity⦿Location⦿Free parking⦿Variety of products⦿Buy-back option
7Abby Davis
Weaknesses
⦿No online ordering
⦿No renting option
⦿Minimal social media presence
⦿Lack of promotional staff
8Abby Davis
Opportunities⦿Orientation groups and summer visitors⦿Families that visit during football season⦿New students that tour ⦿Boosting social media presence on Facebook, Twitter, and Instagram
9Abby Davis
Threats⦿Highly competitive market⦿Proximity to competition⦿Minimal differentiation⦿Cyclical buying nature
10Abby Davis
Campaign Objective:⦿ Short Term Goals
● Identify weaknesses with store and implement new policies that will combat these weaknesses.
● Create and outline an unpaid internship that will be focused on social media. Goal is to increase social presence with UGA students on various Social Media platforms.
● Establish a timeline for 2016 to identify various events, promotions, and advertising campaigns to be used throughout the year.
11Jonathan Goldsmith
Campaign Objective: ⦿Long Term Goals
●Maintain yearly internship for UGA students
●Increase social media presence to over 600 interactions per platform.
●Raise revenues during “slow” months, especially during summer months
●Revamp website to include textbook reservation service.
○Students may browse the store selection online and reserve a book to be purchased in the store.
12Jonathan Goldsmith
Current Social Media Accounts
13Jonathan Goldsmith
Creative Brief: Summer Promotions
⦿Target families and new students coming for orientations⦿At least 4 strategically timed promotional campaigns throughout the orientation and Dawg Camp months ⦿Free shirt/food giveaways in the parking lot⦿Raffle off spirit wear
14Charlotte Russo
Creative Brief: Internship Opportunities
Social Media⦿Unpaid⦿ Semester-long ⦿Commit 5 hours a week⦿Handles all social media accounts⦿ Plans promotional events throughout the semester
Computer Sciences❖ Unpaid❖ Semester-long❖ Commit 5 hours a
week❖ Work towards
establishing an online book-reservation service.
Charlotte Russo 15
Ultimate Value to Company⦿Internships will help promote BSB and develop the online features not currently available ⦿Increase social media presence and involvement⦿Develop unique, effective promotional campaigns⦿Foster long-lasting customer relationships
Drew Schuler
Questions?
17