420 illio-presentation
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Transcript of 420 illio-presentation
illio yearbook
Cameron Fuller | Christina Kurow | Carmen Leung | Jennifer Noinaj | Miranda Rodriguez | Adam Swiatek | Jonathan Wong
Business Administration 420 May 3, 2010
What year was the first Illio Yearbook created? (HINT: It was the first time that Coca-Cola was sold in bottles.)
Annually, how many copies of the Illio Yearbook are ordered?(HINT: Less than half the number of students at Illinois).
1. Why the Illio?2. Situation Analysis3. SWOT Analysis4. STP Analysis5. Alternative Strategies6. Recommendations7. Evaluation8. Conclusions
AGENDA
Illio Yearbook is the annual of the University of Illinois at Urbana-Champaign. It is published and owned by Illini Media.
WHY THE ILLIO?
• Easy access to information• Employees in our group
• Recognized the need for improvement• Decrease in sales• Lack of awareness
• We are the target market• Personal experiences
ILLIO BACKGROUND
The Illio is the official yearbook at the University of Illinois at Urbana-Champaign, distributed to campus each fall. Consistently, the Illio has received cognition and awards for design and content. Its elaborate documentation of the school year in each volume provides a memorable keepsake of your time at Illinois.
PROBLEM
• Originally thought it was lack of awareness.
• When we asked if students were aware, they said:
PROBLEM
• When asked why they do not buy the yearbook, the biggest reason was “Don’t Care.”
• How do we increase demand for a falling trend?
COMPETITORS
• College of Business Yearbook – Sixth Street
• Social Networking
Have you heard about Sixth Street?
For what reasons do you use Facebook?
91%: Keep in contact with friends
PURCHASE INTENTIONDo you anticipate
buying an Illio Yearbook in the future?
Why are you not interested in purchasing
an Illio Yearbook?
75%: Don’t care50%: Not likely
MANAGER INTERVIEW
• We also collected data by interviewing Megan Schaefer, the new Illio Yearbook Marketing Director.
• Megan gave us helpful feedback to form our recommendations and survey questions.
• She gave us information about the target market for the Illio: the parents.
SWOT
Include Fresh, Soph, Junior pics
Non WOM Advertising
Contests & Giveaways
E-Versions
Opportunities
SEGMENTATION
• Demographics• University of Illinois at Urbana-
Champaign student• 17-22 years old
• Psychographics• Group• Greek• Sports team
TARGETING
• Primary target market• College seniors• Groups & Greeks
• Secondary target market• Students• Professors• Offices
POSITIONING
• Preserving college experience through memorabilia
• Long standing tradition• Different themes each year to
speak of the times
ALTERNATIVE MARKETING1. Changing the product:
Deviate from the traditional hardcopy and introduce copy through electronic media
2. Reposition: Nostalgia, legacy of your college life
3. Branding: Emphasize the value of a yearbook, a memory
WHAT WE RECOMMEND…• Increase consumers’ desire for
the product in the Students segment
• Increase awareness about the product offerings to the Group & Greeks segment
OBJECTIVES
• Marketing• Length: 1 school year• August 2011 to May 2012• Increase yearbook sales volume
by 10%• Increase Groups & Greeks page
sales volume by 30%• Communications• Already high awareness• Focus on changing attitudes of
consumers
MARKETING STRATEGY• Positioning: Be a part of history• When you come back to Illinois,
don’t you want to see your name in the archives?• Nostalgic• Memories• The Good Old Days
• Reminisce on time spent at Illinois
• Tangible piece of history• Pass on through generations• Purchase a piece of history
IMPLEMENTATION
• Product• Including everyone in the yearbook• Personalization options• Price• Currently at $45• Adjusted price at $35 • Discounts: $5 off• Groups & Greeks packages• Place• End of the year release• Distribute during finals week in May• Special insert option: $10
MEDIA & ADVERTISINGPROMOTIONS• Advertisements• Emphasis on functional aspects
of product• Memorable events (commercial
during home football games)• iBook, WPGU 107.1, campus• E-mailing RSOs & Greek
organizations• Incentives to join social networks• Illio sponsored events
CREATIVE STRATEGY
• Differentiate our advertising• Emphasis on Illini traditions• “Be a part of history” message
PLAN ADJUSTMENTS
• Over the next three years, the Illio will measure the effectiveness of the new marketing campaign.
• Necessary adjustments will be made to increase overall awareness.
TRUTH IN SALES NUMBERS• Our marketing plan will be
measured in the sales numbers, collected weekly by the Illio.
• If numbers are low, advertising and promotions will be increased.
• These numbers will be closely monitored by the Marketing manager and Publisher at Illini Media.
IDEAS IN ACTION
Since we talked to the Marketing manager at the Illio, some of our ideas are already “in action.”• May 1 delivery for 2011 Illio• Illio Yearbooks purchased before
December 31, 2010 are $45.• Illio Yearbooks purchased after
January 1, 2010 are $50.