1

Agenda ⦿Summary of Organization - Taylor Pouncey⦿Competition - Tzippy Bryer-Satkin⦿SWOT- Abby Davis ⦿Campaign Objectives - John Goldsmith⦿Creative Brief - Charlotte Russo⦿Ultimate Value - Drew Schuler

2

Background ⦿Serving Athens for 25 years⦿Provides UGA students with Collegiate supplies

●Used Books●Class Notes●Spirit wear

T3Taylor Pouncey

Development of Baxter Street Bookstore

4Taylor Pouncey

Competitors

5Tzippy Bryer-Satkin

Bookstores Facebook Likes Facebook Check-Ins Instagram Followers Twitter Followers Google Review Rating

Beat the Bookstore 958 64 191 128 3.1/5

Off Campus Bookstore 388 50 109 388 3.1/5

UGA Bookstore 6,483 2,779 368 702 X

Baxter Street Bookstore

282 180 171 286 3.3/5

Social Media of Competitors

6Tzippy Bryer-Satkin

Strengths⦿Longevity⦿Location⦿Free parking⦿Variety of products⦿Buy-back option

7Abby Davis

Weaknesses

⦿No online ordering

⦿No renting option

⦿Minimal social media presence

⦿Lack of promotional staff

8Abby Davis

Opportunities⦿Orientation groups and summer visitors⦿Families that visit during football season⦿New students that tour ⦿Boosting social media presence on Facebook, Twitter, and Instagram

9Abby Davis

Threats⦿Highly competitive market⦿Proximity to competition⦿Minimal differentiation⦿Cyclical buying nature

10Abby Davis

Campaign Objective:⦿ Short Term Goals

● Identify weaknesses with store and implement new policies that will combat these weaknesses.

● Create and outline an unpaid internship that will be focused on social media. Goal is to increase social presence with UGA students on various Social Media platforms.

● Establish a timeline for 2016 to identify various events, promotions, and advertising campaigns to be used throughout the year.

11Jonathan Goldsmith

Campaign Objective: ⦿Long Term Goals

●Maintain yearly internship for UGA students

●Increase social media presence to over 600 interactions per platform.

●Raise revenues during “slow” months, especially during summer months

●Revamp website to include textbook reservation service.

○Students may browse the store selection online and reserve a book to be purchased in the store.

12Jonathan Goldsmith

Current Social Media Accounts

13Jonathan Goldsmith

Creative Brief: Summer Promotions

⦿Target families and new students coming for orientations⦿At least 4 strategically timed promotional campaigns throughout the orientation and Dawg Camp months ⦿Free shirt/food giveaways in the parking lot⦿Raffle off spirit wear

14Charlotte Russo

Creative Brief: Internship Opportunities

Social Media⦿Unpaid⦿ Semester-long ⦿Commit 5 hours a week⦿Handles all social media accounts⦿ Plans promotional events throughout the semester

Computer Sciences❖ Unpaid❖ Semester-long❖ Commit 5 hours a

week❖ Work towards

establishing an online book-reservation service.

Charlotte Russo 15

Ultimate Value to Company⦿Internships will help promote BSB and develop the online features not currently available ⦿Increase social media presence and involvement⦿Develop unique, effective promotional campaigns⦿Foster long-lasting customer relationships

Drew Schuler

Questions?

17