University Store Rentals Advertising Campaign MiNT: Matt - - PowerPoint PPT Presentation

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University Store Rentals Advertising Campaign MiNT: Matt - - PowerPoint PPT Presentation

Mar 22, 2024 269 likes •483 views

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

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University Store Rentals Advertising Campaign

MiNT: Matt Giancanelli, Maggie Hitchings, Maddie Reid, Nikki Koukis, Natalie Perez, and Tori Perrella

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challenges

  • Not enough students are renting

books from Cal Poly

  • Competitors such as Amazon and

Chegg offering lower prices

  • Complicated selling proposition

goals

  • Create advertising campaign

to build awareness of rental program

  • Increase sales of rental

textbooks by 20%

  • Promote first week of Fall 2015

to get students aware

  • Continue during Winter 2016
  • Target second year

engineering students for campaign

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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
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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

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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

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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

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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

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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 Media

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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
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You Rent, You Cheers!

BIG IDEA

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BIG IDEA

Every college student wants to SAVE

OR

Cheers=

associated with celebration, being happy and having fun

Saved $→able to buy more beverages

You Rent, You Cheers!

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  • ur flyers

Front Back

You Rent, You Cheers!

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  • ur flyers

You Rent, You Cheers!

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You Rent, You Cheers!

cal poly portal

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video

You Rent, You Cheers!

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native advertising

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infographic

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teacher email

You Rent, You Cheers!

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budget

You Rent, You Cheers!

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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!