2. MVPR
AMY BRYANT, AMANDA CROWLEY, RACHEL
DANEMAN, JILL DUNN, LAURA FIDELMAN,
BROOKLYN GARNER, ASHLEY JENNINGS,
KATHRYN LORD, BRIANNAMYNAR,
ERIN RIDDLE

3. Research
Secondary Primary
 Competitor Analysis  Focus Groups (2)
 Rate My Professor  Surveys
 Koofers  College & high school
 Student’s Review
 Individual Student
 Big Words
Interviews (10)

4. Primary Research: College Survey

5. College Survey

6. Video

7. 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

8. 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

9. Campaign Strategy
 Develop a plan that creates awareness of MyEdu’s
official course booklists and price comparison tool
 MyEduworks 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.

10. 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 MyEduusers 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

11. 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

12. 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

13. Wednesday
“We make getting organized easier!”
 Giveaway Wheel with prizes to help
you get organized:
 Planners
 Water bottles
 Apple TV (1 slot on wheel)

14. 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

15. Friday
“We MADEback to school week easier!”
 Coffee Bean & Tea Leaf
giveaway with free coffee
to students who register
at the booth

16. 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

17. Budget
 Merchandise: $5,040
 Promotional: $1,774
 Advertising: $4,598.75
 Professional Fees: $1,000
__________________
TOTAL: $12,412.75

18. 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%

19. Additional Recommendations
 Work with student organizations
 Promote MyEduin 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

20. “My Edu Makes College Easier!”
Questions?

21. SWOT Analysis
Strengths Weaknesses
• Credible brand equity because of Pick-a- • Pick-a-Prof vs. MyEdu confusion
Prof • Lack of awareness of resources and
• Large database and monetary resources tools
• Resources and tools in one place
• Only needed twice an academic year
• Completely free online resources
• Lack of use and sign-up rate of those
aware
Opportunities Threats
• Capitalizing on credibility to increase • Four or five significant competitors
awareness
• Differentiating as the only site to combine all • Students tend to go directly to book
educational resources in one place sellers
• Increase number of MyEdu accounts among
those aware of brand • Graduation turnover means the
• Increase number of users utilizing the text tools must be promoted every year
book tool

22. 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

23. College Survey Results

24. High School Survey Results