UNLV AMA Collegiate Competition Slides for McGraw Hill Online Presence

1. McGraw Hill E-Portal Marketing Plan 2008 UNLV AMA Case Team Jennifer Bianchi, Brian Knowlton, Gina Mizzoni, Grace Small, Brandon Henderson, Yi Cong, Theresa Boucher, Ariel Davis, Amber Alpern and Equilla Hill 2008 International AMA Case Competition

3. McGraw-Hill Case Challenge Develop a Marketing Plan to Promote a McGraw-Hill Higher Education E-Commerce Portal

4. Situation Facing the Launch of McGraw-Hill’s E-portal McGraw-Hill Higher Education

6. Today’s Students 18 million in 2007 23% of the textbook sold were purchased online (NCSA 2007)

13. Primary Research

24. Target Market

27. Primary Target Market Six sub-markets: High-achievers are found in each of these submarkets, each with its own educational needs Professional Majors Liberal Arts Majors Lower Division Undergraduates 1 2 Upper Division Undergraduates 3 4 Graduates 5 6

34. Welcome to The McGraw Hill Campus

36. McGraw Hill Campus

38. McGraw Hill Campus

40. McGraw Hill Campus

42. Marketing Strategy and Tactics

43. Acquisition and Retention

46. Acquisition and Retention Tactics: Students

52. Guerilla Marketing Cost: $0

55. Marketing Goals and Forecasts

58. Database and Traffic Forecast for students * (Average of 15 visits per semester by each registered student) 36 million website visits to the campus website in 2011 36,047,451 Total for 2011 19,720,399 1,750,000 17,970,399 1,198,027 12% 9,983,555 Fall 2011 16,327,062 1,500,000 14,827,062 988,471 10% 9,884,708 Spring 2011 22,715,153 Total for 2010 12,994,207 1,250,000 11,744,207 782,947 8% 9,786,839 Fall 2010 9,720,946 1,000,000 8,720,946 581,396 6% 9,689,940 Spring 2010 9,884,600 Total for 2009 6,506,400 750,000 5,756,400 383,760 4% 9,594,000 Fall 2009 3,378,200 500,000 2,878,200 191,880 2% 9,594,000 Spring 2009 Total number of website visits Random visits by unregistered students # of Website visits by registered students* # of Registered Students Share of Tgt Mkt students Registered Market Size

60. Database and Traffic Forecast for Faculty 3,422,000 2011 total 1,862,000 350,000 1,512,000 216,000 12% 1,800,000 Fall 2011 1,560,000 300,000 1,260,000 180,000 10% 1,800,000 Spring 2011 2,077,000 2010 total 1,174,000 250,000 924,000 132,000 8% 1,650,000 Fall 2010 893,000 200,000 693,000 99,000 6% 1,650,000 Spring 2010 880,000 60,000 2009 total 570,000 150,000 420,000 60,000 4% 1,500,000 Fall 2009 310,000 100,000 210,000 30,000 2% 1,500,000 Spring 2009 Total number of website visits Random visits by unregistered faculty # of Website visits by registered faculty # of Registered Faculty Share Registered Mkt Size

62. Forecast for McGraw-Hill Campus Sales Sales forecast for McGraw-Hill Campus Website forecast to be $24,750,000 for 2011. 24, 755,262 14,376,319 8% 179,703,988 599,013,292 500 1,198,027 12% 9,983,555 Fall 2011 10,378,943 7% 148,270,617 494,235,390 500 988,471 10% 9,884,708 Spring 2011 11,406,895 Total 2010 7,046,524 6% 117,442,073 391,473,576 500 782,947 8% 9,786,839 Fall 2010 4,360,473 5% 87,209,460 290,698,200 500 581,396 6% 9,689,940 Spring 2010 3,166,020 Total 2009 2,302,560 4% 57,564,000 191,880,000 500 383,760 4% 9,594,000 Fall 2009 863,460 3% 28,782,000 95,940,000 $500 191,880 2% 9,594,000 Spring 2009 Total estimated Sales Percent buying direct from McGraw-Hill McGraw-Hill Mkt Share (30%) Total $ size of the Market Semester Book and study guide spending # of Registered Students Share Registered Mkt Size

66. First Year Budget 0 Finals Week Email special offers 450,000.00 Total Budget 70,000.00 Website Content Costs 0 Opt-in Newsletters to students 0 Start of the semester Special offers to registered students 40,000 Banner and Box ads on Rate my Professor 64,000 Text Alerts to registered students 1,000 Email Messages to registered students 35,000 Banner and Box ads on Facebook 75,000 Refer a friend Program 150,000 AMA Street Team Program 0 Website on all new Textbooks Student Activities 5,000 Promotional giveaways to faculty 5,000 Present McGraw-Hill Campus at annual conferences 0 Emails to faculty members with quick links 0 Follow-up Phone calls with faculty members 5,000 Visit with individual professors about McGraw-Hill Campus during campus visits Faculty activities

67. Summary

68. Questions?