Effective Advertising Methods: Promoting
Rebecca Hudish Jamie Lavin Lauren Rossi Devin Weakland
MyCollegeSublets.com a website service that matches a
temporary renter to an existing lease. database includes every
college/university in the U.S. Free of charge
http://mycollegesublets.com/
Management Decision Problem: The developers of MyCollegeSublets.com
are lacking a marketing plan to spread awareness of the website on college campuses.
They need to create an effective advertising campaign in order to promote their site.
Market Research Problem: To find the most effective advertising
methods that would attract Penn State students to the site.
Purpose: To find the overall attitudes towards
college subletting within the Penn State community
To find the most effective advertising methods to promote MyCollegeSubets.com at Penn State
Survey: Administered a survey to a sample size of
75 Penn State students Survey was divided into 2 sections:
Overall attitude towards subletting Overall attitude towards on-campus
advertising
How many years do you plan on living off-campus?
15%
41%
29%
8%
7%
1 year
2 years
3 years
4+ years
do not plan on living offcampus
Reasons why students may leave Penn State for an extended period of time:
Summer break/internship/study abroad Fall co-op/study abroad Spring co-op/ study abroad
93% of our respondents indicated they would leave campus for one of these reasons.
Advertising To Sell:
0
10
20
30
40
50
60
70
80
Facebook Twitter Word ofMouth
Craig's List SubletWebsite
Flyer CommunityBulletinBoard
Other
If you saw a website solely for subletting, how likely would you be to access the website?
Definitely Access 29%
Probably Access 54%
Probably Not Access
17%
Definitely Access
Probably Access
Probably Not Access
Definitely Not Access
Advertising To Buy:
0
10
20
30
40
50
60
Only 2 respondents (2.7%) indicated that they have sublet their apartment to another individual in the past.
Most Effective Advertising Methods:
0
10
20
30
40
50
60
How long do you think the average college student spends on social media sites?
0
5
10
15
20
25
30
35
40
0-15 Minutes 16-30 Minutes 31-59 Minutes 1-2 Hours 2+ Hours
Approximately 79% of respondents indicated that they read the daily collegian at least once per week.
Approximately 25% of respondents indicated that they read the daily collegian 4-5 times a week.
Bivariate: Correlation between respondents who read the newspaper and read the ads in the Daily Collegian
Correlations
Newspaper CollegianAds
Newspaper Pearson Correlation
1 .250*
Sig. (2-tailed)
.031
N 75 75
CollegianAds Pearson Correlation
.250* 1
Sig. (2-tailed) .031
N 75 75
*. Correlation is significant at the 0.05 level (2-tailed).
Ho: ρ=0 HA: ρ≠ 0 a=0.05 P=0.031 Reject null hypothesis r=.250 There is a slightly positive correlation.
Bivariate: Who spends more time on social media sites: men or women?
Ho: There is no difference between the amount of time each gender uses social media HA: There is a difference between the amount of time each gender uses social media a=0.05 x2= 5.119 p=0.163 Do NOT reject the null hypothesis. There is no difference between the genders in the population.
SocialMedia * Gender Crosstabulation
Count
Gender
Total Male Female
SocialMedia 16-30 min 3 3 6
31-59 min 8 5 13
1-2 hours 10 26 36
3-4 hours 7 13 20
Total 28 47 75
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 5.119a 3 .163
Likelihood Ratio 5.026 3 .170
Linear-by-Linear Association 1.961 1 .161
N of Valid Cases 75 a. 3 cells (37.5%) have expected count less than 5. The minimum
expected count is 2.24.
Bivariate: Would people who are considering subletting access the website?
Zdifference test= -0.877 Ho: µ1=µ2 HA: µ1≠ µ2 a=0.05 p= 0.380 Do NOT reject the null hypothesis
There is no difference between respondents who are considering subletting and those who would access the website.
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Consider 75 1.00 11.00 1.8267 1.33936
Access 75 1.00 11.00 2.0133 1.24654
Valid N (listwise) 75
Limitations Non-probability sample
Convenience Judgment
Small sample size Sample size: 75 Penn State students 63% of respondents were female 39% of the respondents were juniors
Spurious correlations Lack of skip intervals for some questions
Recommendations 1. Social Media
Facebook Gender-neutral advertising Unlimited reach
2. Newspapers The Daily Collegian
3. Free promotional merchandise Brand awareness
4. New logo Fit advertisement space Draws attention Represents target market
Current Logo
Questions/comments?
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