ZAVELLE’S DISCOVER/EXPLO

RE PRESENTATION

INTERACTIVE MEDIA 4101-003Tara Villanueva

Andrew VandersliceTony Kratz

PRESENTATION CONTENT Recap/History of Zavelle’s Brand Strengths/Weaknesses Current Website/Analysis Target Analysis/Online Behavior Personas Competitive Analysis Strategy & Positioning Communications Objectives/Success

Metrics Program + Tactics/Plan Recommendations Content Outline

BRAND RECAP/HISTORY

Zavelle’s has served Temple University for over 80 years.

Located by North Broad & Oxford. Seller of discount textbooks for college

students.

ZAVELLE’S BOOKSTORE

ZAVELLE’S BOOKSTORE STRENGTHS/WEAKNESSESBrand Strengths: Discount textbooks for students on a budget On-campus location makes it convenient for

students to drop by on their offtimeBrand Weaknesses: Prices are still higher in comparison to

retailers other than Temple Bookstore Despite its long history, Zavelle is not very

well known by many of Temple’s students Selection can be limited, both online and in-

store

ZAVELLE’S BOOKSTORE CURRENT WEBSITE

- Homepage

-Online Shop

-About Us

CURRENT WEBSITE ANALYSISNavigation: At the top center of the home page are several options:

Textbooks, Art Supplies, EBooks, Miscellaneous, and Buyback. The search function for the site is near the very top of the page, but may be overlooked as it matches the black banner at the top. On the right side of the page is a listing for store hours, which should not matter with an online store, but is still helpful to have. In the center are links to New Products to add to the online shopping cart.

Usability: Users can easily navigate to different areas of the

website using the navigational links. They can also search for specific items with the search function, though the contents of the site and its store are very sparse compared to most online stores.

CURRENT WEBSITE ANALYSISOverall:For a site with a very limited selection, Zavelle’s website is simple to use and navigate. The main issue with the site is that its content and design are too simple and very underwhelming. The design is bland and simplistic, with much clutter near the top and a large amount of open space in the bottom half. The text also overlaps on certain browsers at parts.

Zavelle’s Bookstore currently does very little with their website to engage the consumer or draw customers to the website and its store. While it does have a Facebook and Twitter page, both are used sparingly and have few followers.

TARGET AUDIENCE/USER SEGMENTS

Students Both Young & Older Professors Parents of Freshman Students

COLLEGE STUDENTOverview: Age 18-25 Male or Female Typically looks for the cheapest textbooks he or she

can find for any given class. Busy, on-the-go lifestyle

Online Behavior Spend several hours per day on social networks

(Facebook, Twitter, YouTube, tumblr), appreciate interactive websites.

Can be reached through online, mobile, outdoor, print (flyers), e-mail, Facebook.

“STEPHANIE, THE STUDENT ON A BUDGET”

Overview: Stephanie is a 20 year old

student at Temple University who commutes from outside the city.

Has a part-time job in the Tech Center.

Very frugal when it comes to buying textbooks for classes

Online Behavior: Spends several hours a day

online between classes and at night on her Macbook or iPhone.

Uses internet for social media and to complete assignments.

Plays Farmville Favorite Sites: Facebook,

Twitter, Youtube, Amazon

Online Behavior on Zavelle’s Site• Wants a very quick site

experience• Needs a selection that fits her

classes• Wants to purchase her textbooks

as quickly and cheaply as possible

YOUNG & OLDER PROFESSORSOverview: Age 25+ Make orders from the bookstores on campus to keep their

textbooks in stock for students Most understand that students are less likely to purchase new

books from the Temple Bookstore due to overpricing. Are aware of the benefits of buyback and used books, as less

copies need to be ordered every year and more students buy this way when they know of it.

Online Behavior: Online activity differs greatly based on age group and

teaching style. Enjoy keeping up to date in their field and connecting with friends, family, and coworkers on Facebook and LinkedIn.

Can be reached through online, outdoor, print, e-mail, banners.

“SHERYL, THE TECH-SAVVY TEACHER”

Overview: Sheryl is one of younger professors at

Temple University. Extremely energetic and passionate about

her field, which is constantly evolving. Likes to make textbook purchases easier

on her students Very cultured individual with an interest in

the artsOnline Behavior: Spends many hours per day online. Uses the internet for social media, learning

new advances within her field, sharing interesting findings with her students, setting up assignments, for hobbies and interests, and for purchasing various products.

Favorite Sites: Youtube, LinkedIn (as well as probably every social media site under the sun), Amazon, GroundsForSculpture.org

Online Behavior on Zavelle’s Site• Would like a quick site experience,

with minimal hassle.• Wants a way to place a stock order

online and direct students to the site so they can purchase a cheaper copy than they would find in the Temple Bookstore.

“BILL, THE OLD-FASHIONED PROFESSOR”

Overview: Bill is perhaps one of the oldest active

professors in the university. Has a long, storied history as an

advertising executive on Madison Avenue, accompanied by many accolades.

Frequently shares his stories as a primary teaching tool with students, perhaps to teach them morals to each and every one of his stories.

Extremely religious and old-fashioned socially.

Online Behavior: Barely uses the internet at all, but when

he does, it’s to check his email or visit a news site.

Does not incorporate interactive websites into his teaching methods.

Favorite Sites: Gmail, CNN.com, AdAge

Online Behavior on Zavelle’s Site• Would most likely spend a great

deal of time exploring the site on his own

• Also would like a way to place a stock order online, rather than rely on the copy center to produce low-quality copies of his book

• Is genuinely interested in the history and background of various places.

PARENTS OF FRESHMAN STUDENTSOverview: Age 40-65 Mothers and Fathers Very involved in their child’s life Always looking for ways to make their child’s college experience

more comfortable and less stressful Looking to lessen the cost of textbooks and supplies, which they

find and pay for at this stage.

Online Behavior: May or may not use Facebook Uses online banking and online shopping Can be reached through online, outdoor, print, e-mail, banners.

“MRS. KWON, THE OVERPROTECTIVE MOTHER OF A FRESHMAN STUDENT”Overview: Mrs. Kwon is a 50 year old mother

of 3 children. Highly protective of each child, but

especially her oldest who is an incoming freshman

Wants to make everything perfect for her child, without breaking the bank.

Constantly worries about how her child is doing

Loves anything involving OprahOnline Behavior: Uses the internet sparingly, still

unsure of many things. Makes use of social media to keep

herself up-to-date with her child Favorite Sites: Facebook,

Oprah.com

Online Behavior at Zavelle’s Site• Needs a simple site experience,

with nothing too far over her head

• Needs a greater selection for her child’s classes

• Generally looks for the cheapest, yet highest quality used books available.

COMPETITORS

Direct: Temple Bookstore

Indirect: Amazon.com & other online retailers Individual student sellers

TEMPLE BOOKSTORE CURRENT SITE

COMPETITIVE ANALYSISTemple Bookstore

Brand Pros: Excellent Selection of Textbooks One of a handful of places where a student or family member can find

Temple memorabilia Location near the center of campus makes it easy to find

Brand Cons: Most of the textbooks (new and used) are expensive, if not overpriced Cannot compete with major online retailers such as Amazon in terms of

price

Website’s purpose: To generate awareness and interest in Temple’s bookstore, and the

products it provides to customers.

TEMPLE BOOKSTORE SITE ANALYSISNavigation: The main menu is in the top center of the page with several options: Home,

Textbooks, Faculty, Apparel, Under Armour, Gifts, Supplies & Bags, Technology, Alumni, and Student Offers. Featured Temple items are displayed on the home page for students, faculty, and family to purchase. Each option has sub-options within the category, though instead of being considered ‘Apparel’, Under Armour (which consists of no more than three items) gets its own category. Oddly, some of the sub-options needlessly have their own sub-options which are identical to the option leading to it. Featured items are also displayed prominently on the home page. Overall this site has average navigation, but with a number of sloppy oversights.

Usability: The website for Temple’s Bookstore seems a bit complicated and overdone for what it

is. Customers are required to input which campus they are in, which seems odd for an online store. In order to search for textbooks for specific courses, one must input their course and section rather than simply searching for specific textbooks. Ironically, the Student Offers page contains no offers for anyone.

Overall, the Temple Bookstore’s site is poor at best. It is very bland, complicated, and generates little to no interest for the school or its bookstore. It also uses no interactive media in its design, choosing not to engage the site’s visitors personally at all.

ZAVELLE’S STRATEGY & POSITIONINGPositioning: Zavelle’s is positioned as one of Temple University’s oldest

bookstores, stressing the cost effectiveness of purchasing used textbooks in a convenient location on campus.

Strategy: To create awareness for Zavelle’s which has been in business for

over 80 years, but is unknown by many students and faculty members.

To convince prospective customers that Zavelle’s has the textbooks they need at a greatly reduced cost compared to the Temple Bookstore, as well as other competitors.

OBJECTIVES/SUCCESS METRICSZavelle’s Bookstore’s webpage will aim to inform the target audience that Zavelle’s Bookstore is the discount bookstore of choice. The webpage will reach users through various techniques:

Objective: Maximize optimization by increasing search keywords to drive more users to the site.Success Metrics: Increased mentions and reviews in social media, where Zavelle’s is currently nonexistent

Objective: More interactive options by providing buyback deals for students online, discount deals, on-site reviews, and improved social media usage via Facebook and Twitter pages.Success Metrics: Increased site traffic and online shop sales

Objective: Integrate with Temple’s campus more to provide special incentives for students to purchase or take part in buyback. Also, create section for professors to order books.Success Metrics: Number of profiles created, logins made by each account, and books purchased or sold.

TACTICS & RECOMMENDATIONS Brand the site fully to build brand awareness for Zavelle’s

Create a working tagline for the bookstore Make all information as interactive and user-friendly as possible

Create price “Compare” tools to better place Zavelle’s against its competition, direct and indirect.

Introduce a “Teacher” section so professors may login, check if Zavelle’s has their section’s book in stock for students, and create a stock order if needed.

Similar to the stock order, create a section in which users can request a specific book.

Create a tool for estimated buyback value.

CONTENT OUTLINE Homepage Clear Navigation Store Hours/Location Picture of Zavelle's Current Promotion(s) Social Network Links New Releases/Best Sellers

Teacher Login Books available for the professor’s

course Book stock order form

Textbooks New and Used books categories ISBN & Title Searches Book request/suggestion form “Compare” tool to see Zavelle's

prices vs. competitors 

Medical Books New and Used books categories ISBN & Title Searches Book Request/suggestion form “Compare” tool to see Zavelle's

prices vs. competitors e-Books (redirects to a different website) Buyback Most desired books for buyback “Compare” tool Link to a tool for getting the

estimated value of a book

Art Supplies (redirects to a different website)

ANY QUESTIONS?