DDM Agency Members: Hiba Okba, Harriet Taylor, Diyana Zaykova, Kamile Lapukaite

BRAND VALUES & PERSONALITY

“Student stuff made easy”

Youth Media Brand Have a youthful & fun theme throughout brand Offers a variety of services and contact points/platforms:

web, mobile & social media Parent-company: The Beans Group Won Awards: Digital Business of the Year (2013) & Media

Innovation Award

"Students are for life, not just for freshers"

PHILOSOPHIES“Digital is our way of life”

SITUATIONAL ANALYSIS

“For us as a business, digital isn’t just part of our strategy it’s our way of life”

However, Student Beans values and actions are inconsistent…

Student Beans – 92,138 Likes

VS. Competitors

My Unidays – 453,008 Likes

&Student Money Saver

– 241,043 Likes

Student Beans – 27.6 K Followers

My Unidays – 39.8 K Followers

&Student Money Saver

– 3,804 Followers

Social Media Presence Status: WEAK!

VS. Competitors

Where are Student Beans going wrong?What do students want?

They want either material gain – free products, a good discount or a winnable competition – or

they want to be entertained. That’s pretty much it.

Are Student Beans Giving Students What They Want?

Current Marketing Efforts

DATABASE MANAGEMENT STRATEGYStudent Beans Existing Database:Email AddressesGenderUniversity YearDegree SubjectRegion of Term-Time Attendance

What Don’t They Need?Degree Subject

What Information Do They Need To Add?Term-Time AddressHome AddressDate Of Birth

LEGAL REQUIREMENT: DATA PROTECTION ACT 1998

Direct & Digital ObjectivesTo deliver 150,000 App downloads by 15th January 2016

To convert 50,000 of those downloads into verified users by 30th June 2016

To retain existing Student Bean users over their expected lifetime value (3-4 years)

Creative Strategy

Thin Line &BETWEENYouthfulChildish

TONE OF CAMPAIGN

We will embrace the youthfulness of the Student Beans brand, however rid their marketing techniques of the childish tones used previously.

“Where the buzz never ends”

University Students“where have you BEAN

your whole student life? ”

Freshmen’s“We’ll give you what

others can’t”

Student Bean Users“Exclusive Deals For Exclusive Students”

Marketing Communications ObjectivesTo Create a brand awareness by informing target audience about

Student Beans brand.

To define a fulfilling need for Student Beans iD and persuade target audience to use it regularly.

Encourage action from target audience by reminding them of the Student Beans brand through various marketing channels

Segmentation Of Student AudiencesStudent Beans Users

University Students – Who are not SB users

Students’ new to uni life AKA ‘Freshers’

(WHO ARE THEY, WHAT DO THEY LOOK LIKE & WHAT IS THEIR BUYING PROCESS)

Freshers Profiling

Just starting university / starting a new degree Age range 18-24 First time away from parents Spending habits not decided Beginning journey as independent consumers Open to new brands and experiences 10% more likely to use a brand they haven’t used before compared

to third years Brand affiliations form a strong part of their identity Expect services on demand and want choice Social extroverts Internet savvy

University Students Second or third year students Age range 19-25 Tend to have little money Soon to graduate / cease to be students Sceptical/Critical towards marketing messages and fake attempts to

be cool Most of their time taken up on campus or socialising Much more brand loyal Place higher emphasis on ‘love of brand’ Spends on average £5000 a year on non-essentials Image and fashion conscious Ideal target for internet-based companies

Student Bean Users

In any year of university – most likely second and third yearsBargain huntersOn the look-out for cheap dealsAge range 18 to 20 ‘something's’Want to be entertained

Our StrategyENGAGE, ENGAGE, ENGAGE

“They may forget what you said, but they will never forget how you made them feel”

Strategy for freshers’ – Engage them in order to evoke a direct response

and compel them to download Student Beans

ID app and verify their user status on the spot.

Strategy for uni students – Engage them through

exciting events, competitions and

exclusive partnerships.

Strategy for current users– Engage them in order to retain them. Connect with them

through social media. Verified and active users

rewarded for their loyalty on a monthly basis.

Acquisition Retention

FRESHERS’ CAMPAIGN IDEATarget freshers’ during freshers week,

starting from September 2015Embrace Student Beans theme with a

jelly bean sweet display/standFreshers’ will get a free cup of jelly

beans (pick & mix style) when they download the SB I.D app and verify their user status on the spot

UNI STUDENTS CAMPAIGN IDEA

Exclusive PartnershipNHS Employees receive 20% off

Night Club Event

Halloween night (31st October, 2015)

Verified SB users get free alcoholic shots

Ask students to take selfies and upload to social media with #StudentBeansID

Every month, the picture that collects most likes/retweets wins free entry and can bring 2 friends along

“students wouldn’t be students if they didn’t overindulge on their first week of freedom from parents”

CURRENT SB USERS CAMPAIGN IDEACUSTOMER RELATIONSHIP MANAGEMENT STRATEGY

Student Beans Emails4 to 20 per weekUse of childish toneEmail sent by different

SB staff, therefore creating inconsistency in tone.

Beanzine – Student Beans MagazineLoyalty programme – Only

verified users will receiveIssued once a monthSelf-financing through advertsStudents can contribute towards

articles and inside stories – creates a sense of engagement and community

SOCIAL MEDIA PRESENCE

#StudentBeansID#StudentBeansDiscount

Currently only 194 followers on Instagram

Competitors such as MyUnidays has 6.73K followers

Content posted on social media is boring!

Student Beans needs to post more appealing content to followers

Student Beans needs to increase engaging activity on social media

Create viral messages that appeal to individuals with high social networking potential

SEO is old news! SMO, here we come.

SOCIAL MEDIA OPTIMISATION

(SMO)

Buy Take a Picture Upload HashTag WinStudent Journey on Social Media

MEASURING & TESTING

Campaign Idea: Beanzine

10% of its current customers will be targeted as current test segment (4,000)

Two group will be formed:- Group A will receive a print copy of the Beanzine magazine- Group B will continue to receive regular student beans emails

Fresher’s Week Conversion RatesName of University Number of Students

Attending Freshers Week/Fair

Conversion Rate (Downloads & Verified

Users)

University of Edinburgh 30,000 9,216The University of

Nottingham36,000 11,059

Leeds University 90,710 27,866University of Sussex 14,000 4,300

Northumbria University 10,000 3,072University of Greenwich 6,000 1,843

University of Roehampton 2,000 614 Total Number of

downloads/verified users57,970

Nando’s Response Rate (Forecast)

ESTIMATED INCREASE IN DOWNLOADS:

35%

Night Club Response Rate (Forecast)

9000Conversion Rate

Students

Size of audience No. of students to engage with SB

Direct mail to existing customers

2000 500

Email to existing customers

2000 0

Total 500

The higher the audience size, the higher the engagement rate

Beanzine Response Rate (Forecast of Testing Period)

Budget

Campaign Idea Cost of Fair Stalls

Cost of Jelly Bean

Merchandise

Cost Per Student

Total Cost of Fresher’s Week

Fresher’s Week £14,000 £11,594 £2.20 £25,594

Campaign Idea

Number of Clubs

Number of students per club

Number of shots per student

Total Number of students at

all clubs (Response

Rate)

Cost per student

Total Cost of Night

club events

Nightclub Event

15 600 2 9000 £6 £54,200

Campaign Idea Price Per Magazine

Price for all magazines

Price of postage Total cost of testing

Beanzine £7 £14,000 £1,460 £15,460

TOTAL COST OF CAMPAIGN

£94,439

Campaign Idea Price Per 2500 Price for all leaflets (37,5k)

Price for distribution

Total costs

Leaflets £79 £1,185 £0 £1,185

TimelineSe

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June

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Dec

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April

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SOCIAL MEDIA USED FROM START OF CAMPAIGN TO THE END. REGULAR POSTS – AT LEAST 3 TIMES A WEEK TO BUILD SOCIAL MEDIA PRESENCE

ANY QUESTIONS?

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