Marketing for UniShop Potsdam during SS2016
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Transcript of Marketing for UniShop Potsdam during SS2016
UniShop Potsdam During The Summer Semester Of 2016Organization And Planning Of Psychographic Tasks
By The Marketing-Communication Team
IntroductionWhat Exactly Is The Unishop?
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 2
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 3
What Is The Unishop Potsdam?Offers University of Potsdam (UP) branded:• Apparel• Stationary• Bags• Cups• Gifts
Goals of the UniShop:
• Buyers representing the university• Emotional connection with UP• Heighten awareness of the
university
2016-07-28
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 4
Goals Of The Project In The Academic Setting
• Improving individual key skills, such as:• Teamwork• Communication• presentation skills• etc.
• Application of theoretical knowledge• Improving entrepreneurial
thinking• Commercial success of the shop
2016-07-28
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 5
Structure Of The ProjectUniShop Administration
Communication Research
Marketing
Sales
Task:Psychographic and
economic marketing goals
Recommendations for communication and
sales
Sales activities, economic goals,
logistics
Teams:
Department:
2016-07-28
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 6
Marketing Communication Tasks Within The Project
• Using various marketing channels• Finding partners and
collaborators• Making use of existing partners
• Design for POS• Planning events and sales• Printing and designing flyers,
posters, etc.• Taking respective photographs
of products• Developing new designs
2016-07-28
Team organizationThe Allocation Of Tasks
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 7
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 8
Team Organization >> Prerequisite
• 8 team members• Various academic backgrounds• Different progression of
academic career• Diverse fields of knowledge
• Academic schedules not overlapping• Members spread across 3
campuses and 2 cities• No free riders
2016-07-28
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 9
Team Organization >> Team Communication
• Bi-weekly in person meetings to discuss progress• Slack for internal team
communication and data exchange• Email for team external
communication with administration• Telecommunication as backup
2016-07-28
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 10
Task IIITask IITask I
Internal structure >> Model >> Benefits
Pool
Lead
Sub-Lead Sub-Lead Sub-Lead
Benefits:
• Mix of knowledge and skills• Allows for autonomous pursuit
of tasks• Better allocation of time,
more dynamic• Sub-group is infinitely
expendable
2016-07-28
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 11
Internal structure >> Model >> Pool
• Pool is coordinated by team leader
• Pool contains all members of the group
Pool
Lead
Task IIITask IITask ISub-Lead Sub-Lead Sub-Lead
2016-07-28
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 12
Task IIITask IITask I
Internal structure >> Model >> Tasks
• Members split up into sub-groups with specific tasks
• Members are part of multiple sub-groups
• Each sub-group has one sub-group lead
Pool
Lead
Sub-Lead Sub-Lead Sub-Lead
2016-07-28
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 13
Internal structure >> Organigram
Partn
ers /
Sp
onso
rs
Flyer
Raffl
e
Stall L
ayou
tPh
otog
raph
y
Commun
ication
Pool of Marketing-Communication Members
Team Leader
Docum
entati
on
Prod
uct
Develo
pmen
t
2016-07-28
TasksMarketing-Communication’s Scope Of Duties
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 14
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 15
Interdependent Nature Of TasksPartners / Sponsors
Flyer Raffle
Stall Layout
Photography
Communication Product Development
Marketing at POSOff Site MarketingSupporting Efforts,
Minimizing Expenditures
Sustainability
Documentation
2016-07-28
Photography & Partners
Supporting Efforts And Minimizing Expenditures
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 16
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 17
Supporting Efforts And Minimizing Expenditures
Photography• Horse mask for attention• Reusability & anonymity • Uni campus as location• Pictures for:• Flyers• Posters• Web• Outdoor screen on campus
Partners• Successful acquisition:• shopping center• sports facility
• No success with:• More prominent sport clubs• Restaurants• Bars & Pubs
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Communication & Flyers
Funneling Potential Costumers
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 18
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 19
Funneling Potential Costumers
Communication• Social media channels• Finding and directing online
student groups with posts
• Outdoor screen with UniShop Ads• Direct Marketing and
Conversation
Flyers• Design• Image manipulation software
• Print • External print shop
• Distribution• Campus• Canteen• Dormitory
2016-07-28
Stall layout and RaffleMarketing At The Point Of Sale
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 20
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 21
Marketing At The Point Of Sale
Stall Layout• Symmetrical layout of sales
point• Mannequin as attention getter• Two students manning the stand
Raffle• Raffle at a uni festival to push
sales• Prizes:• UniShop surplus• Vouchers, Stationary
2016-07-28
Documentation & Product Development
Sustainability - Ensuring Success For The Future
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 22
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 23
Sustainability - Ensuring Success For The Future
Documentation
• Staying on track• Documentation for next team to
take over marketing-communication tasks
Product Development• Prototypes:• Wallet• Sweatpants• Key chain• Bowls
• Research team to analyze sentiment and response
2016-07-28
Lessons LearnedTakeaways For Future Teams
2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 24
University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 25
Takeaways For Future Teams• Good internal and external Communication
are key.
• Planning helps tremendously.
• Incorporate alternative goals as Plan A will
not always work out.
• Failure gives you a chance to be better.
Recover quickly and move on.
• Act first. Ask for permission later.
• Make use of your team’s expertise,
knowledge, resources.
• When things move slow, give a helping
hand.
• Set reasonable goals
• Work on tasks that benefit the final goal.
• Keep a positive attitude.
2016-07-28
Thank YouAnd Good Luck