Post on 01-Jan-2016
UEmily Martinez
Michael MinnehanJessica OrtizDavid Roth
Company Situation Groupon recently created a Facebook and Twitter page called GrouponU in order to promote
their University College Ambassador Program Despite the immense national and international success of Groupon, GrouponU only has 1,389
Facebook likes and 187 Twitter followers, and no exclusive website or presence on the Groupon website
We want to revamp the GrouponU brand by introducing our campaign mission to large college towns across the United States, thus strengthening the relationship between college students and Groupon
About
Groupon is a deal-of-the-day website available in more than 300 markets and 35 countries
GrouponU Specialty venture of Groupon Aimed towards students in United States college
towns Provides a marketing platform for small
businesses opening in college towns Creates a relationship between Groupon and
college students through providing daily deals of 50% off or more, a campus ambassador program and campus events
U
Background Research
Ω University of Illinois – Urbana-Champaign∑ University of Colorado – BoulderΦ University of Michigan – Ann Arbor
University of Illinois – Urbana-Champaign
Total Enrollment: 41,949 Largest Greek system in the world by membership
with 68 fraternities and 36 sororities Key Audience(s): Undergraduate students involved
in Greek life and the Big Ten Network
University of Colorado - Boulder
Total Enrollment: 29,952 7.5% increase in graduate students
(career/professional marketing) 7% increase in students of color, 11% increase in
international students (multicultural marketing) Key Audience(s): University of Colorado does not have
a large Greek life, so it is important to target these two growing markets as well as athletic student organizations (i.e. Boulder Freeride, University of Colorado Buffaloes, Hiking Club, etc.)
University of Michigan – Ann Arbor
Total Enrollment: 41,924
Fall 2010 marks peak of student enrollment
Greek life includes over 60 chapters among 4 councils
Key Audience(s): Undergraduate students involved in Greek life and the Big Ten Network
Planning
Ω GrouponU Mission∆ Audiences∑ Key MessagesΦ Goals & Objectives
GrouponU Mission
“GrouponU is dedicated to providing college students with
unbeatable discounts and lifelong career connections
everyday through innovative customer service, a strong online presence and iconic
campus events to build community.”
Audiences
Primary Audience(s) Students of the University (undergraduates,
graduates, law, part-time) Secondary Audience(s)
Residents in and around the community Business owners in and around the community Faculty and staff of the University News organizations
Key Messages
Presence in “college towns” is extremely cost beneficial to the thousands of students and residents in those particular areas
Provide the same quality of deals as found in the larger U.S. cities
Deals provide students and residents with the opportunity to seek out new and exciting activities in and around their community
Great exposure for local businesses and organizations
Respectable and trustworthy company that has provided individuals with great savings and opportunities since 2008
Goals for the Academic Year
Provide GrouponU opportunities for local merchants
Enhance social media community Connect with students via their favorites
places around their college Generate favorable local publicity about
GrouponU around each campus Engage audiences locally, as measured by
social media and GrouponU sales Create an exclusive website dedicated to the
target audience that facilitates interaction between GrouponU and the consumer
Engage new GrouponU users
Objectives for the Academic Year
Provide Groupon deal opportunities for 80% of merchants located within 10 miles of the University
Triple the amount of “likes” for the GrouponU Facebook page from 1,389 to 4,167
Triple the amount of followers on the GrouponU Twitter page from 187 to 561
Develop creative, strategic Groupon savings to connect with college students by using coupons for places that college students are most likely to go College themed bar deals Young, trendy clothing stores Salons and spas Grocery stores Book stores
Generate favorable local publicity about GrouponU through campus and local media
Obtain 10,000 hits on the GrouponU website Engage 10,000 new Groupon users
Execution
Ω Tactics & Strategies∆ Traditional ChannelsΦ Interactive Media Channels∑ Nonmedia Channels
Key Tactics
Newsletter Sent via email (Example: the one that you received!) Contains limited, one-time only discounts Offers free $10 worth of Groupon bucks per registrant
Blog Created a blog for each University that allows students to
post their opinions as well as their likes and dislikes of the discount offers
Allows students to post what types of offers they would like to see featured on the website
Sponsorship GrouponU will reach out to student
organizations Target: Sororities & Fraternities, intramural sports
leagues as well as business organizations Benefits:
Lower the costs of t-shirts for organization Associate Groupon with the consumer, creating a long-lasting
connection as well as a "walking advertisement"
Key Tactics (continued)
Combination of news media, apparel media, word-of mouth and social media interaction Facebook Twitter GrouponU Blog Campus newspaper Campus radio station Literary magazine
Strategies
Interactive Media Channels (Strategies continued)
Designed and launched a GrouponU iPhone application to appeal to the smart phone community Portable e-
commerce Browse
universities Connect with
other GrouponU users
Personalized account
Nonmedia Channels – Fall Season Event
The GrouponU Tailgate Delegate specific event responsibilities to
GrouponU campus ambassadors Takes place during large rivalry games (i.e.
Illinois v. Michigan, Rocky Mountain Shakedown)
Nonmedia Channels – Winter Season Event
The GrouponU Half-Time Basketball Challenge During half-times at basketball
games, one person’s ticket will be selected
If they can make a basket from the 3-point line on the court, they win a $100 in GrouponU bucks and a University basketball jersey, endorsed with the Groupon U logo
Nonmedia Channels – Spring Season Event
The GrouponU Exchange Annual springtime competition in the GrouponU online
community Register as many members of your fraternity/sorority on
the GrouponU website by a certain date and win a free party for your fraternity/sorority at a GrouponU featured venue
Nonmedia Channels – Summer Season Event
The GrouponU Summer Scholarship Competition Annual summer program available to GrouponU
registrants 10 winners will each receive a $5,000 academic
scholarship Applications open June 1, close July 1 and winners are
announced on August 1 High-volume, fast-paced competition that engages
students throughout the entire summer season Maintains relationship with the GrouponU brand, even
when they're not in school Requirements (same for University College Ambassador
Program): Application form Official University transcript Personal statement (limit 1,000 words) 3 letters of recommendation Current résumé
Evaluation
Overall Success of GrouponU Campaign
Distributed surveys via email to GrouponU users following a purchase, event affiliated with their school or entry for a scholarship/campus ambassador position to measure satisfaction with the GrouponU campaign
Provided GrouponU deal opportunities for 85% of merchants located within 10 miles of the University
Increased the amount of “likes” for the GrouponU Facebook page from 1,389 to 11,500 and the amount of followers on the GrouponU Twitter page from 187 to 5,200
Created over 100,000 impressions through creating and distributing deals on the GrouponU website
4,900 purchased and downloaded the GrouponU iPhone application
Generated national publicity about GrouponU via The Big Ten Network
Obtained 250,000 hits on the GrouponU website Engaged 15,800 new GrouponU users
Possible Improvements for the GrouponU Campaign
Encourage more online and on-campus interaction between GrouponU users More diverse and interconnected online discussion forums University College Ambassador Program events
Annual gathering of GrouponU Ambassadors from every GrouponU-affiliated University at Groupon’s headquarters in Chicago
Offer networking with professionals, team-building activities, tourism activities, etc.
Involve alumni, professors and faculty Create more incentive to refer friends
Receive $10 in GrouponU bucks for every friend you get to sign up for GrouponU
Plus, mail us your official transcript and we’ll give you $2 in GrouponU bucks for every “A” you have
Works Cited
Student Enrollment Reports. Division of Management Information. University of Illinois at Urbana-Champaign. <http://www.dmi.illinois.edu/stuenr/class/enrfa10.htm>
Total Enrollment Overview. Office of the Registrar. University of Michigan.<http://www.ro.umich.edu/report/10enrolloverview.pdf>
“CU Boulder Incoming Class Shows Growth in Graduate and International Students.” University of Colorado Boulder. News Center.<http://www.colorado.edu/news/r/2688605beb1076129e56015f9e53d249.html>