university marketing project - vzw
TRANSCRIPT
Faren and Alex Present:
Who We Are
●Junior●Varsity Basketball●Kappa Alpha Psi●MORE Mentor
Who We Are
●Celebrating Black Women
●Sophomore
●Minority Advisor
●First Class Council
Project Goals
Assist Verizon Wireless market more effectively to the college community
Give Verizon Wireless a competitive advantage over other wireless companies
Why we can help
Why Target Students
18-24 year olds are the FUTURE of the world and therefore, the future of Verizon Wireless
The bracket (18-24) are large wireless consumers
Why Target StudentsStudents who have cell phones can be
reached!
● Many students are either in family plans or involved with their first contract
● Sometime during their four years of college, their contract WILL end!
● Upon graduation, students will be looking for stability and are more likely to stick with their current cell phone provider
SO LET’S BEGIN…
Resources
●Conversations with current students●Onsite visits to GA State and Emory●Conversations with incoming freshman●Competitors college plans●VZW University Program Meetings●Personal preferences and experiences
Survey
●Sent out via Internet to college students●Various questions about cell phone preferences●199 responses
Survey
Who are They?
Survey Says….
What students want
Survey Top 10
# 10 : Hands free technology with phones- Driving while talking- Chatting while typing a report- Shopping and socializing
# 10 : What Verizon Wireless has- Blue tooth capability on phones- Speakerphone on almost all phones- Hands-free devices
University Top 10
# 9: Real Ring Tones!- No more tunes- Kids want to hear the song- Quality and clarity are important
# 9: What Verizon Wireless has- Get it Now- Trusted providers = only the BEST- Preview tunes before you buy them
University Top 10
# 8: Minute Balance- Kids want to know before they go over- Helps keep the phone bill down
# 8: What Verizon Wireless has- #MIN for minute updates- #DATA for text updates- Easy to use and FREE!
University Top 10
# 7: LOW prices- College students have little income- Good money for the minutes
# 7: What Verizon Wireless has- IN Calling- IN Messaging- Share Plan for $9.99
University Top 10
# 6: College Discounts- Want their own plan- Still limited by money
# 6: What Verizon Wireless has- Offer flexible payment plans
* Post-Pay* Inpulse* Easy Pay
- Some discounts are offered
University Top 10
# 5: Rollover Minutes- Unused minutes go over to next month- No ‘wasted’ minutes
# 5: What Verizon Wireless has- Part of Worry Free Guarantee!- Change plan at any time without new
contract- IN Calling
University Top 10
# 4: FREE STUFF- Low prices are good- Free is better and more enticing!- Trendy phones and features for free
# 4: What Verizon Wireless has- New Every Two- Competitively priced phones- IN Calling and Messaging
University Top 10
# 3: The Network- Tired of dropped calls- Want better service around campus
# 3: What Verizon Wireless has- Most reliable network in the industry- Lowest churn rate of all competitors
University Top 10
# 2: Text Messaging- Growing must-have with college kids- Bundles of messages for hardly any
money
# 2: What Verizon Wireless has- IN Messaging FREE!- Additional messages to other carriers
available for monthly fee
University Top 10
# 1: COOL PHONES!- Sleek, slim, and sophisticated phones- The Razr- Verizon service is great, but phones
aren’t
# 1: What Verizon Wireless has- Not known for trendiest phones, but…- From trusted manufacturers = they’ll last
and they work- We’re a work in progress aka Verizon
Wireless will NeVeR be satisfied
Verizon Wireless Top 3
It’s all about PHONES!
Why It’s Important●Students want to fit in and in order to ‘fit in’ you have to have the latest things●People are judged by their handset
What’s
●Small ●Sleek●Thin●Color●Flip●Picture/Camera
Their Ideal Phone
Text Messaging
Why It’s Important●When kids are not talking, they’re texting **As evident by Alex’s record breaking month of 2300 texts in one month**
●Communication without talking!
●Say what you mean and MORE!
The Network
Why It’s Important●No one likes dropped calls!
●Annoying to keep calling someone back“The customer you are trying to reach is
outside the Alltel network at this time. Please try your call again later”
Focus Message
●Text Messaging●Network●Are you IN?
Text Messaging
●87% of college students interviewed rated text messaging an important-very important feature on their handset●Verizon Wireless IN-Messaging makes texting easy and affordable
How to Market Text Plans
●Sure advantage over competitors●Good in current Ads, because it is highlighted clearly
Verizon Wireless Network
●Verizon Wireless has THE most reliable network●Lowest churn rate shows that something is being done right●Must show college students the benefits of having a strong network
● Better Signal● Fewer Dropped Calls● Better Use of Minutes
It’s the Network!
“Lost in Translation”
●What does the “Best Most Reliable Network” mean to the student?●SOLUTION: Make network message relevant to student life by proving that Verizon Wireless has the best coverage
Making the Message Relevant
●Show statistics from tests●Coverage Area finder
● Give students access to program that would allow them to see how reliable the network is on campus
●-Perform drive tests to establish best network on campus
● “Proven Best network on Auburn’s Campus”
Proof
Network Ad Campaign
●“Verizon Wireless: giving you the best service so you can talk in your dorm room.”●“Verizon Wireless: giving you the best service so you can talk uninterrupted between class.”**Make message relatable to student issues**
Are you IN?
●Very good slogan● If its not broke, don’t fix it i.e. “In the Know”● Give it a new spin
●“Are you IN?” means “Do you have Verizon Wireless?”
New
●Are you IN? = the “In crowd”●Really change the tone of Are you IN?
● People already know that Are you IN? is a VZW slogan
● “Are you IN?” now meaning “Are you popular?”
SPIN on IN !
New Spin on IN
●All college students want to be popular● Buy expensive clothes, bags to feel more
popular● Succumb to peer pressure to be cool
●Verizon Wireless must play into this
Why Adjust?
New Spin on IN
What’s HOT?● MP3 Players● Hip-Hop● Friday night Parties● Eating Out● Spring Break● Verizon Wireless
What’s Not?● Tape Players● Oldies● Friday night studying● Cafeteria● Finals Weeks● Other wireless carriers
Verizon Wireless is IN with what’s hot, Are you IN?
Example:
Marketing to Students
● What is our current plan?
● What is currently good?
● What changes are needed?
Current Advertisements
2005 School Year Creative
Current Advertisements
Advertisement Positives
●Emphasis on 5 dollars● Low costs are always
a plus for the broke college student
●School Logo● Makes it feel
personalized
Suggested Changes Needed
●Background● To cookie cutter, very plane● Looks like family share ad
●Headlines● ”Blank” with IN● Trying too hard● Very irrelevant to the
college student●Pictures
● Relevance?● What are they doing?
Suggested Changes Needed
●Improve Template● White is 1950’s ● very bland● colors are IN
●More black● Helps make it look more edgy● Just something about black.
Coloring
Suggested Changes Needed
● Use of words not from 1950 ● “Hip”● “Rock”● “Flix”
● Words such as tight, hot and other such slang are IN● However, must not misuse slang● Hot=Cool● Tight= Good Looking
Language
New Marketing Approach
Unapproved Creative
One Example
Advertisement Execution
●Text Messaging Package● IN Messaging● Low Price
●Network● Most reliable network● No more dropped calls
●Phones/V Cast● Advertise phones using V Cast ● See the phone “in action”
3 Messages
Where to Market
● A lot of students read the paper
● Distribution all over campus, a lot of faculty read the paper as well
School Newspapers
Where to Market
● Attachments to school administrative letters
● Any letters concerning student groups that we would have a connection with.
● Blasts through list serves● Must have catchy subject
lines● “Get Your Student
Discount from Verizon Wireless”
● “Get your free Ring tone from Verizon Wireless”
Where to Market
All students that live on campus have a mailing address
● Stuff boxes with small collateral
● Possible free Ringtone, wallpaper
P.O. Boxes
Where to Market
●Located on campus, provide space for posting announcements and ads●Must be active in postings
Campus Bulletin Board
Where to Market
●Acceptance Letter● Reach Students early● All students read through the
entire packet
Where to Market
What is the Facebook?● Student database● Over 840 plus colleges● 3 million students● Projected 6 Million and 1600 schools by Early
‘06 ● http://
The Facebook
The Facebook
Advertising Opportunities●Small Banner Ad●Facebook Group
The Facebook
●Priced per impressions● $7000 per 1 million impressions
●GA/AL● 106,000 students● 20 Schools in GA● 9 Schools in AL● 5 Million Impressions a month
●Comes out to $2 a person
Banner Costs
The Facebook
●$50,000 a Month, must buy 6 months●Banner ads included●Only available on National Level
Group Costs
The Facebook
●Apple’s Student Group●EA Sports Madden ‘06 ●NEW: Panasonic●NO WIRELESS GROUP!
Current Groups
The Verizon Wireless Group
Features● Link to Personal school webpage● Text Message, Ringtones, Ringback tone links ● V CAST Flash media displaying program● Newest Products● Register to win prizes● Description that allows students to know
which one of their friends is IN and has IN calling plan
Tracking Results
Important to drive students to stores● Face to face interaction is always best● We have people trained to make the sale
Tracking Results
●Flyers must have some sort of incentive in which you must bring flyer to kiosk/store for redemption●Online
● Ability to monitor traffic to school specific ● Lead them to school extranet
Now that we’ve learned HOW to market…
Let’s learn how to SELL!
Selling
●Having a marketable message is only half the battle●In order to have a consumer base, you must know how to appeal to your audience●SELLING is key!
Set Up Sites
●Students recognize Verizon Wireless●Verizon Wireless becomes an affinity
To establish a physical presence within universities
Permanent Presence
Book Store Kiosk●Guaranteed student interaction●Bonus Exposure: faculty, staff, parents, visitors
Book Store Kiosk
Book Store Kiosk Possibilities●Buy your phone●Pay your bill●Technician on staff
Temporary Presence
Locations●Campus quad●High Traffic areas●Outside dorms●Cafeterias●Athletic events●Plays
●Concerts●Debates●Lectures●Computer Labs●Coffee Shops
Temporary Presence
●V Team/Youth Team vehicle●Music playing ●Balloons●Megaphone●Pictures with Test Man●Games
● Karaoke Contest - Musical Chairs● Inflatable Playground - Bobbing for Apples● Sumo Wrestling
How to draw a crowd
Temporary Set-up Sites
What to Do- Demo phones, especially VCast- Register to Win Kits- Emphasis on network, showcasing the superiority of Verizon Wireless on campus●Direct them to the nearest retail outlet●Talk about discounts
Temporary Set-up Sites
Get Participation!●Prizes for testing phones
● T-shirts● Lanyards● Zip Drives● Candy● Gift Certificates
Temporary Set-up Sites
●Be approachable! Professionalism is appreciated, but
intimidating (business suits are a “no”)
Provide multiple options for all credit levels
Free merchandise, food, prizes, etc always draws a crowd!
●Be understanding!
●The word FREE is always a plus!
Key things to remember
Web Page
To drive people to Verizon Wireless ●Students browse school web pages EVERYDAY
●Enticing links cause people to click!
Here’s How it Works
1.Establish a link on school webpage2.Link takes you to a Verizon Wireless webpage
3.Students can browse features, change accounts, and purchase service
About the Link
●Placed on page that students visit● Athletics webpage● Pop up on email webpage● Upcoming events page
●Give link some pizzazz● Use colors● Text that draws people in..
● Discounts!● Sale!● Free!● Special Offer!
About the Landing Page
●Part of school web pages ●Restricted access: only university students can access page●Prompted to type in student ID and password before access is granted*Unless link was on secure page*●Page has more university feel than Verizon Wireless
About Browsing
●V Cast banners●Text Messaging Promotion●University Special●School discount advertised CLEARLY!●Contests advertised●Free shirts offered●Able to order phones●Pay bill●Change plans
Promotions on website
Special Events
Verizon Wireless should be present during special events around campus
●Show support of university initiatives
●Visibility and familiarity
- Be visible- Be approachable- Leave an impression
Freshman Orientation
- Freshman are huge target audience- Impressionable stage in college career
Freshman Orientation
Two Target Groups:
Freshmen
Their Parents!
and
Freshman Orientation
●College Student: obviously, one would want to market to the product user
●College Parent: some parents pay their children’s cell phone bill and ultimately make the final decision
* By marketing to both groups, you cannot lose!*
Why Two Groups?
Freshman Orientation
Freshman●Target network●Show how youth-oriented Verizon Wireless can be●Flexible and affordable rate plans
Parents●Big network push●Market reliability ●Family Share Plans
What to Market
Freshman Orientation
For Parents:●Send a letter addressed specifically to them●Similar to letters done in the past which congratulate and inform●Partner with the Parent Support Group on campus
Freshman Orientation
For Students:1) Want them to remember Verizon Wireless
● Prizes● Lanyards● T-Shirts● Collateral● Wristbands
goals
Freshman Orientation
For Students: 2) Help them experience Verizon Wireless
● V Team on-site● Data or other demo teams on-site* Emphasis on VCast*
goals
Freshman Orientation
For Students:3) Partner with Orientation Counselors
● Students need to additionally hear about Verizon Wireless from current university students
● Get them excited about Verizon Wireless● Counselor T-shirts● Sponsor a dinner for orientation
goals
Homecoming
Gain customers through support of homecoming event
●School spirit is heightened during this time.
●More likely to support a service that supports the school
Homecoming
What to do during the weekCampus Events
● Contests● Where’s Test Man?● Scavenger Hunt using Picture phones● Match and Win
● Games● Musical chairs● Racing Games● Inflatable playgrounds● Karaoke contests
● Promotions● Special discounts on service● Buy one, get one● Save on university apparel w/ purchase (book store
partnership)
Homecoming
THE BIG GAME!●Have team on-site at main student entrance of event●Set-up like a Tailgate Party
● Balloons● Games● Food● School Mascot ● Test Man● University spirit items (noise makers, pompoms, etc)● Giveaways: T-shirts, wrist bands● Face painting station
Homecoming
THE BIG GAME!“Verizon Wireless Fan of the Game”
● Put on sky camera to search the crowd● Winner is loudest fan/most spirited fan● Prize is package with t-shirt, gift certificate,
and a phone
Homecoming
THE BIG GAME!●Text Messaging Promotions
● Trivia contests● Shout-out board
* Similar to what was done at Music Midtown*
Homecoming
THE BIG GAME!“Verizon Wireless Impact Player”
● Pre-select an athlete● Let crowd know the athlete● For every completed pass/tackle/10 pts the
player scores, Verizon Wireless customers are rewarded
● 100 extra text messages for that billing period● 100 extra minutes for that billing period
Here’s How to Do it!
●EVENT DATE: middle of fall sports season, usually October/November
●WHO TO CONTACT: Athletic Director (for homecoming game activities) and General University Office (for information about activities during the event)
●THINGS TO KNOW: ● Week of events (Tentative schedule) - V Team Availability● Game Day/Time - School Mascot● Stadium Policies (Spirit merchandise) - Opponent and school colors● School Vendors - Cheerleader availability● Set-up Locations - Number of Students● University School colors - Tailgate opportunities
●ESTIMATED TIME FOR EXECUTION: 3 months
Let’s Look at Costs
Air Amusements and Concessions(770)458-7740
Let’s Look at Costs
Air Amusements and Concessions(770)458-7740
Let’s Look at Costs
Air Amusements and Concessions(770)458-7740
Midnight Study Break
What to Do●Midnight Study Break
● Verizon Wireless sponsored social event● Food● Games● Demo phones
●Have flyers around the school advertising for the break●Send announcements through email●Located in a student union or entertainment lounge
Here’s How to Do it!●EVENT DATE: end of grading period (usually December and May for semesters)
●WHO TO CONTACT: Office of Academic Advising, Office of Student Affairs, General Alumni Association, Parent Support Group
●THINGS TO KNOW: ● Dates of Exams - Set-up Locations● Set-Up Locations - Best times for event● Number of Students - Vendors● Communication strategy (how to invite students)
●ESTIMATED TIME FOR EXECUTION: 1 month
Partnerships and Sponsorships
To establish a relationship with organizations around the university
●More exposure on campus
●Closer access to students
Partnerships
They target the ENTIRE university.●Students●Faculty●Staff●Parents●Visitors
Why are they Good?
Campus Book Stores
●Establish a permanent kiosk within university book stores
● Purchase phones● Display phones● Retail representative● Technician on-site● Pay bill
●When you make a transaction with kiosk, you receive a coupon for the bookstore or gift shop
Campus Book Stores
What’s in it for Verizon Wireless?●Kiosk in bookstore●Back to school customers●Exposure to faculty and staff●University visitors●Especially high school students & other potential applicants
What’s in it for Book Stores?●Reason for people to come in the store●With coupons, people more likely to purchase from book store
Parent Support Group
To establish a relationship with university parents, showing them that Verizon Wireless IS the best wireless provider
For some students, parents still make the final decision
Parent Support Groups
●Help with student care packages● Exams● End of the Year
●Sponsor written communications to other parents
● Emails● Letters
●Send out letters to new parents about Verizon Wireless service on campus
Parent Support Group
What’s in it for Verizon Wireless?●Exposure with the parent community●Chance to stress the superiority of network●Reach the other bill payers
What’s in it for Parent Groups?●Reduce costs of initiatives●Learn about reliable service for their children●Family Plan discounts for parents involved
Alumni Organizations
To gain access to current and alumni students
Reach a larger audience and target a credible organization on campus
Alumni Organizations
●Gain access to list of General Alumni Association Members (both students and alumni)●Periodically throughout the year, take part in giveaways
● Beginning/end of semesters● University Day
Alumni Organization
What’s in it for Verizon Wireless?●Reaches more than students●Credible organization●Big university decision makers
What’s in it for the General Alumni Association?●Reduce cost●Help support different events
● Homecoming● Week of Welcome
●Alumni discounts on service
Campus Box Office
To create a presence with university audience
●Reach different audience than athletic events
●Lots of different events = even larger target group
Campus Box Office
●Students go to office for tickets to a range of campus events
● Plays● Music Concerts● Movies● Special guest lectures● Dance Concerts
●Tickets have school logo and event name printed on front of the ticket
Campus Box Office
●Brand tickets with Verizon Wireless logos●With purchase of ticket, receive free activation with Verizon Wireless
● Redeemable at bookstore kiosk● *Draws crowd at both ticketed event and kiosk*
●Join Verizon Wireless and receive a free ticket to the show●Brand event programs with Verizon Wireless
● (if applicable)● Discount inside the booklet
●Hand out collateral at event while collecting tickets
Campus Box Office
What’s in it for Verizon Wireless?●Generally different audience than athletic events●Coupon opportunity●Name recognition
What’s in it for Ticket Offices?●Help relieve some production costs●People have additional reasons to get tickets
Residence Hall Association
To market products to students living on-campus
Dorm residents are a close community. They’re IN.
Residence Hall Association
●Co-sponsor dorm events● Pizza Parties● Dorm contests● Café Lounges
●Have representative from RHA personally endorse Verizon Wireless●Verizon Wireless Lounge
● Wireless lounge area in dorms● Lobby area for cell phone use
Residence Hall Association
What’s in it for Verizon Wireless?●Reach large majority of students●Direct mail opportunity●Personal endorsement
What’s in it for RHA?●Another service to provide residence●Always looking for new forms of support
Sponsorships
●Athletic Department●Student Management Organizations
Who to target
Athletic Department
Good way to establish relationship amongst institutions
● Must have goal to pursue the whole university after Athletics, if logical
● Good Branding because a large percentage of students attend sporting events.
Athletic Problem Area
SIGNAGE● Sometimes Very hard to see logo
Athletic Problem Area
More effort of putting name on events● Halftime brought to you by Verizon Wireless● Seventh Inning Stretch brought to you by
VZW
Solution
In-Game Promotions
●Very Critical for marketing●Must find ways to incorporate our product with the game promotion.
● Text to Win● Halftime contests ● Pre-Game tailgate contests
In-Game Promotions
●Premium Giveaways● Thunder sticks, balls, shirts and jerseys
●Events● VZW Half court shots, VZW football toss, VZW
Musical Chairs● Make such that existing customers are the only
ones to participate, making others want to go get the product.
● Prize must be worth switching from one carrier to another
Event Execution
●2-3 Months Prior; ● meet with Athletic Director to discuss possible
promotions and event sponsorship possibilities.● Reserve V-Teams and any other items that need
to be ordered ● Communicate with local team to finalize plans and
plan of action● Include event staff● Materials Needed● Problems● Contact Numbers
Event Execution: Continued●1 month prior
● Begin weekly meetings for updates and concerns.●2 weeks prior
● make sure all materials have been delivered and Every one is still committed to participate
●1 week prior● express all concerns and place final touches on
event●Execute event
Student Groups
●I.E. Carolina Fever, Gang Green●Good branding directly related to the students●Put branding on shirts, sponsor some sort of exclusive tailgate event for the members of Student group●Must coincide with events during game, can’t just stand alone for students to notice a VZW presence
Keys for Success
●Communication● Must be on the same page as far as planning and
knowledge of goals for event●Planning
● Project leaders are key for organizing, planning and executing events
●Accountability● Local Teams should have understanding and
recognize execution needs
Communication Goals
●Open greater lines of communication that would allow for easier execution and increased desire for game and school promotions.●Lead to greater sales.●Create a simple plan by which to follow to simplify execution process.
Problem Solving
Black College Opportunity
●Atlanta is rich with an opportunity to reach the Black Campuses
● Spelman● Morehouse● Clark Atlanta
●Untapped Resource
HBCU Opportunities
●On-site Events are key● There is always something going on on
campus
HBCU Opportunities
●Ideas● VZW After School BBQ● VZW Step Show● VZW Fashion Show● Homecoming Events
HBCU Opportunities
●Guest Speaker Seminar Series●Job Fair●Community Service Program
100 BMA
Event Execution
Get with different student groups who are already putting on events
● Let them plan the event, give them a little bit of prize money for the naming rights and signage
● Have the Youth team (Hummer) come out and demo phones
Verizon Wireless Availability
●If you put on events, you must be committed entirely to school●Must be willing to put Kiosk on campus●People won’t travel to stores that aren’t close in proximity
Premiums and Giveaways
●Great marketing tools● Creativity is a must● Must be useful to the student
Door Stop
Flash Drives
●Very Good Idea● Students find those very useful
Are you IN? Bands
●Costs● Set up-$250● Per Unit- $.75 (10,000+)
So what?
●Having partnerships and a presence at on-campus events gives us a competitive advantage over other wireless companies…
●Let’s see what they’re doing
Cingular: Raising the Bar?
For schools that received a discount on Cingular service:●Free phones●5-15% off monthly access plans●Free activation●No Credit Checks●Unlimited text for 3 months for $2.99●10-25% off accessories●$50 credit with one-year agreement
Nextel
For schools which Nextel offer student discounts:●10% off rate plans
Can Verizon Wireless Compete?
Monthly Access Discounts●Virtually all wireless providers have the same rate plans.●Discounts become important●Because Verizon Wireless has the BEST network, you get MORE minutes for your MONEY no matter what the discount
Can Verizon Wireless Compete?
Activation Fees●Verizon Wireless activation fees are LESS than most competitors●Factor Costs into Competitive Comparisons
Can Verizon Wireless Compete?
No Credit Check●Very enticing offer for college student who usually have NO credit
All in All…
●Verizon Wireless is taking a HUGE step in the right direction●Making Verizon Wireless more youth-oriented will have a substantial impact on the profitability of the company●WE ARE THE FUTURE!
Things to Take Away
●Verizon Wireless should be a leader in the college market ●The Facebook presents a unique and potentially profitable opportunity for Verizon Wireless●Marketing is only ½ the battle (selling is the other half!)●College students don’t want to feel “punished” for being a student
This is an INVESTMENT!And like all investments, it will
take TIME!...but the rewards will be GREAT!
Verizon Wireless: