MVPR

AMY BRYANT, AMANDA CROWLEY, RACHEL DANEMAN, J ILL DUNN, LAURA FIDELMAN, BROOKLYN GARNER, ASHLEY JENNINGS,

KATHRYN LORD, BRIANNA MYNAR, ERIN RIDDLE

Research

SecondaryCompetitor

Analysis Rate My Professor Koofers Student’s Review Big Words

PrimaryFocus Groups (2)Surveys

College & high school

Individual Student Interviews (10)

Primary Research: College Survey

College Survey

Video

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

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

Campaign Strategy

Develop a plan that creates awareness of MyEdu’s official course booklists and price comparison tool

MyEdu works 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.

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 MyEdu users 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

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

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

Wednesday

“We make getting organized easier!”

Giveaway Wheel with prizes to help you get organized:

Planners Water bottles Apple TV (1 slot on wheel)

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

Friday

“We MADE back to school week easier!”

Coffee Bean & Tea Leaf giveaway with free coffee to students who register at the booth

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

Budget

Merchandise: $5,040Promotional: $1,774Advertising: $4,598.75Professional Fees: $1,000__________________TOTAL: $12,412.75

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%

Additional Recommendations

Work with student organizations Promote MyEdu in 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

“My Edu Makes College Easier!”

Questions?

SWOT Analysis

Strengths• Credible brand equity because of Pick-a-Prof• Large database and monetary resources• Resources and tools in one place• Completely free online resources

Weaknesses• Pick-a-Prof vs. MyEdu confusion• Lack of awareness of resources and tools• Only needed twice an academic year• Lack of use and sign-up rate of those aware

Opportunities• Capitalizing on credibility to increase awareness• Differentiating as the only site to combine all educational resources in one place• Increase number of MyEdu accounts among those aware of brand• Increase number of users utilizing the text book tool

Threats• Four or five significant competitors• Students tend to go directly to book sellers• Graduation turnover means the tools must be promoted every year

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

College Survey Results

High School Survey Results