MVPR

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

KATHRYN LORD, BRIANNA MYNAR, ERIN RIDDLE

Video

Research

SecondaryCompetitor

Analysis Rate My Professor Koofers Student’s Review Big Words

PrimarySurveys

College & high school

Focus Groups (2)Individual

Student Interviews (10)

Primary Research: College Survey

College Survey

5%

95%

Are you aware that MyEdu has a textbook price comparison tool?

Yes

No

Key Findings

Lack of Awareness Unaware of the name change Textbook Tool Recently 100% free

Price and Convenience is the most important factor in textbook buying

Students tend to wait until the first week of classes to buy their books

Peers and on-campus contacts are most influential and source of awareness

Target and Objectives

Target: college students who are current members and nonmembers

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 position MyEdu as the company that continues to

build products for students to make their life easier and save the more money in college.

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!

Students need to be directly persuaded to act and rewarded instantly so all the daily events focus on direct interaction Get students to stop for a minute and register on the spot and

consequently they’re instantly rewarded with treats Promotes both of these goals.

Booth in parking lot next to Mellow Mushroom with laptops and T-shirt giveaway for people who register at booth (continue throughout week while t-shirt supply lasts) Fliers on the drag with step-by-step instructions on how to use the

textbook toolStudent who are 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

Monday

Classes haven’t started yetSidewalk 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 eventsShould suggest putting video of events on

web site or on facebook page

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

Texadelphia or other local store serving breakfast donate the food

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 Thursday morning as fun as Thursday night!”

Photo booth where students passing by interested in MyEdu can have their photo taken in a photo book

By themselves or with friends All pictures will all be posted on MyEdu’s Facebook page

Email gift certificates to local businesses for people who buy textbooks through MyEdu:

Coffee Bean & Tea Leaf, Qdoba, Noodles and Company, Spicy Pickle

Friday

“We make back to school week easier!”

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

Coffee theme on Friday to start the weekend off on a good note and help wake students up after returning back to school.

Budget

Projected Results/Measurement

During the MyEdu Back to School Week: Increase new members by 15% Increase Facebook fans by 100 Increase usage of textbook tool by 10%

Additional recommendations

All students are encouraged to register at booth, but as an additional bonus for using the textbook tool and purchase textbooks through MyEdu at the booth or at anytime during the week they receive an email coupon/giveaway to local business

Get local business sponsorship for different discounts/coupons Promotes local bushiness and will generate business for other

emerging businesses in the area serving students Contact student organizations

Put fliers promoting the week in club meetings, sorority/fraternity houses

Put fliers in dorms during freshman orientation; Tell Camp Texas counselors about MyEdu so they can promote it to the students

iPhone app

Wrap Up

MyEdu makes college easier!

Question & Answer

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

13%

84%

4%

How do you normally get your textbooks?

I rent themI buy themI do not get textbooks

High School Survey Results

10%

90%

Have you heard of MyEdu.com?

YesNo

13%13%

63%

13%

If yes, how did you hear about MyEdu.com?

Online AdvertisementFriendSchool counselor, teacher, coach, etc.Other

8%

92%

Have you heard of Pick-a-Prof?

YesNo