University Store Rentals Advertising Campaign MiNT: Matt Giancanelli, Maggie Hitchings, Maddie Reid, Nikki Koukis, Natalie Perez, and Tori Perrella
challenges goals Create advertising campaign ● Not enough students are renting ● to build awareness of rental books from Cal Poly program Competitors such as Amazon and ● Increase sales of rental ● Chegg offering lower prices textbooks by 20% Complicated selling proposition ● Promote first week of Fall 2015 ● to get students aware Continue during Winter 2016 ● Target second year ● engineering students for campaign
benefits Money Goes Back: Mutual benefit for everyone at Cal Poly ● No Confusion: Exact book version suggested from teacher ● Proximity: On campus and walking distance ● No Wait: Books ordered by teacher before the quarter ● Understanding Staff: Refund if you drop the class ● Easy Return: Walk on campus and hand back at the end of the quarter ●
target audience Second Year Engineering Students Why Engineering students? ● College of Engineering is the largest college at Cal Poly ● As of 2011, there were 5,045 undergrad in the Engineering School Why second years? ● We conducted a survey and found: ○ As freshman, 84% of students purchased their textbooks ○ As sophomores, only 49% of students purchased their textbooks ● There is a significant decrease of textbook purchases from the bookstore by sophomores
strategies and tactics Raise Awareness Through Teacher Partnership Go to Head of Engineering department to inform teachers about promoting Cal Poly rentals because of its many benefits Engineering teachers include in introduction email to students: ● Book can be rented from Cal Poly University Store ○ Link to University Store rental page ○ When: ● Talk to teachers the summer before Fall Quarter and 2nd week of ○ Fall Quarter for Winter Quarter
strategies and tactics Raise Awareness Through Student Campus Representatives Go to 200 and 300 level Engineering classes to inform students about renting books through the university store. Goes in on the first day of class during Fall ● and Winter quarter Campus representative will be a student ● employee from the university store who is informed on the book rental process
strategies and tactics Raise Awareness Through Media Broadcast over UU speakers through the UU radio First week of Fall Quarter 2015 and first week of ● Winter Quarter 2016 Advertisements on Cal Poly portal When PASS opens for Winter Quarter classes ● (during Fall Quarter) When Open Enrollment begins ● Week before classes begin ● First week of Winter and Fall quarter ● Social Media Facebook and Twitter ●
strategies and tactics Raise Awareness Through Media Mustang News Use native advertising to create a BuzzFeed-like article in Mustang News ● Pay for our advertisement to be on: ● Leaderboard on mustangnews.net ○ Mustang News app for Fall 2015 ○ 120,000 average hits per month on online mustang news ● Infographic Print a large poster to be placed inside the University Store ● Place image on the digital signage in the University Store windows ● Posted on the University Store website ●
strategies and tactics Raise Awareness Through Discounts Sharing Discount ● Share on Facebook or retweet about book rentals and get ○ discount by showing the bookstore in person (earned media - students are spreading awareness amongst each other) Like Discount ● “Like” the Cal Poly University Store on Facebook to get ○ monthly updates about promotions and discounts Bundle Discount ● Buy a notebook at University Store and receive 15% off rental ○ book When: Implement the first week of Fall 2015 and Winter 2016 ●
BIG IDEA You Rent, You Cheers!
You Rent , You Cheers ! BIG IDEA Every college student wants Saved $→able to buy more beverages to SAVE OR Cheers = associated with celebration, being happy and having fun
You Rent , You Cheers ! our flyers Front Back
You Rent , You Cheers ! our flyers
You Rent , You Cheers ! cal poly portal
You Rent , You Cheers ! video
native advertising
infographic
You Rent , You Cheers ! teacher email
You Rent , You Cheers ! budget
conclusion ● Our idea resonates with college students with the emphasis on saving money and using it on beverages ● “You rent, you cheers!” gets students excited about renting books with the celebratory connotation of the word “cheers” ● Our multimedia strategies and incentives appeal to college students because of their excessive use of social media and desire to save money ● And we all know college students love their coffee!
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