420 illio-presentation
- 1. illio yearbookBusiness Administration 420 May 3, 2010Cameron Fuller | Christina Kurow | Carmen Leung | Jennifer Noinaj| Miranda Rodriguez | Adam Swiatek | Jonathan Wong
- 3. What year was the first Illio Yearbook created? (HINT: It was the first time that Coca-Cola was sold in bottles.)
- 4. 1894
- 5. Can you name another yearbook on our campus?
- 6. Sixth Street, published by the Office of Undergraduate Affairs in the College of Business.
- 7. Can you name two other units also owned by Illini Media?(HINT: There are 6 total).
- 8. 6 Units/PublicationsThe Daily IlliniWPGU-FM 107.1buzzthe217.comIllioTechnograph
- 9. Annually, how many copies of the Illio Yearbook are ordered?(HINT: Less than half the number of students at Illinois).
- 10. 1,7002010 Anthology Illio Yearbooks
- 11. I realized that there was a problemHow can we sell at least 4,000 copies?
- 13. AGENDAWhy the Illio?Situation AnalysisSWOT AnalysisSTP AnalysisAlternative StrategiesRecommendationsEvaluationConclusions
- 14. WHY THE ILLIO?
- 15. A publication with a marketing problem
- 16. Illio Yearbook is the annual of the University of Illinois at Urbana-Champaign. It is published and owned by Illini Media.
- 17. WHY THE ILLIO?Easy access to information
- 18. Employees in our group
- 19. Recognized the need for improvement
- 22. We are the target market
- 23. Personal experiencesILLIOBACKGROUNDThe 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.
- 25. PROBLEMOriginally thought it was lack of awareness.
- 26. When we asked if students were aware, they said:PROBLEMProblem is lack of demand
- 27. When asked if they or their parents had purchased a yearbook:PROBLEMWhen asked why they do not buy the yearbook, the biggest reason was Dont Care.
- 28. How do we increase demand for a falling trend? SURVEY DATA
- 29. COMPETITORSCollege of Business Yearbook Sixth Street
- 30. Social NetworkingFor what reasons do you use Facebook?Have you heard about Sixth Street?91%: Keep in contact with friends
- 31. AWARENESSHave you heard of the Illio Yearbook?81%: YES
- 32. PURCHASE INTENTIONDo you anticipate buying an Illio Yearbook in the future?Why are you not interested in purchasing an Illio Yearbook?75%: Dont care50%: Not likely
- 33. MARKET SEGMENTAre you in an RSO?Is your RSO in the Illio?
- 34. MARKET SEGMENTIs your RSO in the Groups & Greek section?565: Not aware of G&G
- 35. MANAGER INTERVIEWWe also collected data by interviewing Megan Schaefer, the new Illio Yearbook Marketing Director.
- 36. Megan gave us helpful feedback to form our recommendations and survey questions.
- 37. She gave us information about the target market for the Illio: the parents.SWOT ANALYSIS
- 38. SWOT
- 39. SWOT
- 40. SWOT
- 41. SWOT
- 44. University of Illinois at Urbana-Champaign student
- 45. 17-22 years old
- 46. Psychographics
- 47. Group
- 48. Greek
- 49. Sports teamTARGETINGPrimary target market
- 50. College seniors
- 51. Groups & Greeks
- 53. Students
- 54. Professors
- 55. OfficesPOSITIONINGPreserving college experience through memorabilia
- 57. Different themes each year to speak of the timesALTERNATIVE STRATEGIES
- 58. ALTERNATIVE MARKETINGChanging the product: Deviate from the traditional hardcopy and introduce copy through electronic mediaReposition: Nostalgia, legacy of your college lifeBranding: Emphasize the value of a yearbook, a memory
- 59. RECOMMENDATIONS
- 60. WHAT WE RECOMMENDIncrease consumers desire for the product in the Students segment
- 61. Increase awareness about the product offerings to the Group & Greeks segmentOBJECTIVESMarketing
- 62. Length: 1 school year
- 63. August 2011 to May 2012
- 64. Increase yearbook sales volume by 10%
- 65. Increase Groups & Greeks page sales volume by 30%
- 66. Communications
- 68. Focus on changing attitudes of consumersMARKETING STRATEGYPositioning: Be a part of history
- 69. When you come back to Illinois, dont you want to see your name in the archives?
- 70. Nostalgic
- 71. Memories
- 72. The Good Old Days
- 73. Reminisce on time spent at Illinois
- 74. Tangible piece of history
- 75. Pass on through generations
- 76. Purchase a piece of historyIMPLEMENTATIONProduct
- 77. Including everyone in the yearbook
- 79. Price
- 80. Currently at $45
- 81. Adjusted price at $35
- 83. Groups & Greeks packages
- 84. Place
- 85. End of the year release
- 86. Distribute during finals week in May
- 87. Special insert option: $10MEDIA & ADVERTISINGPROMOTIONSAdvertisements
- 88. Emphasis on functional aspects of product
- 89. Memorable events (commercial during home football games)
- 90. iBook, WPGU 107.1, campus
- 91. E-mailing RSOs & Greek organizations
- 92. Incentives to join social networks
- 93. Illio sponsored eventsCREATIVE STRATEGYDifferentiate our advertising
- 94. Emphasis on Illini traditions
- 95. Be a part of history message
- 98. EVALUATION
- 99. PLAN ADJUSTMENTSOver the next three years, the Illio will measure the effectiveness of the new marketing campaign.
- 100. Necessary adjustments will be made to increase overall awareness.TRUTH IN SALES NUMBERSOur marketing plan will be measured in the sales numbers, collected weekly by the Illio.
- 101. If numbers are low, advertising and promotions will be increased.
- 102. These numbers will be closely monitored by the Marketing manager and Publisher at Illini Media.IDEAS IN ACTIONSince we talked to the Marketing manager at the Illio, some of our ideas are already in action.May 1 delivery for 2011 Illio
- 103. Illio Yearbooks purchased before December 31, 2010 are $45.
- 104. Illio Yearbooks purchased after January 1, 2010 are $50.CONCLUSIONS
- 105. QUESTIONS?