illio yearbook

Cameron Fuller | Christina Kurow | Carmen Leung | Jennifer Noinaj | Miranda Rodriguez | Adam Swiatek | Jonathan Wong

Business Administration 420 May 3, 2010

What year was the first Illio Yearbook created? (HINT: It was the first time that Coca-Cola was sold in bottles.)

1894

Can you name another yearbook on our campus?

Sixth Street, published by the Office of Undergraduate Affairs in the College of Business.

Can you name two other units also owned by Illini Media?(HINT: There are 6 total).

The Daily IlliniWPGU-FM 107.1buzzthe217.comIllioTechnograph

6 Units/Publications

Annually, how many copies of the Illio Yearbook are ordered?(HINT: Less than half the number of students at Illinois).

1,7002010 Anthology Illio Yearbooks

I realized that there was a problem… How can we sell at least 4,000 copies?

1. Why the Illio?2. Situation Analysis3. SWOT Analysis4. STP Analysis5. Alternative Strategies6. Recommendations7. Evaluation8. Conclusions

AGENDA

WHY THE ILLIO?

A publication with a marketing problem…

Illio Yearbook is the annual of the University of Illinois at Urbana-Champaign. It is published and owned by Illini Media.

WHY THE ILLIO?

• Easy access to information• Employees in our group

• Recognized the need for improvement• Decrease in sales• Lack of awareness

• We are the target market• Personal experiences

ILLIO BACKGROUND

The 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.

SITUATION ANALYSIS

PROBLEM

• Originally thought it was lack of awareness.

• When we asked if students were aware, they said:

PROBLEM

• Problem is lack of demand• When asked if they or their

parents had purchased a yearbook:

PROBLEM

• When asked why they do not buy the yearbook, the biggest reason was “Don’t Care.”

• How do we increase demand for a falling trend?

SURVEY DATA

COMPETITORS

• College of Business Yearbook – Sixth Street

• Social Networking

Have you heard about Sixth Street?

For what reasons do you use Facebook?

91%: Keep in contact with friends

AWARENESS

• Have you heard of the Illio Yearbook?

81%: YES

PURCHASE INTENTIONDo you anticipate

buying an Illio Yearbook in the future?

Why are you not interested in purchasing

an Illio Yearbook?

75%: Don’t care50%: Not likely

MARKET SEGMENT

Are you in an RSO? Is your RSO in the Illio?

MARKET SEGMENT• Is your RSO in the Groups &

Greek section?

565: Not aware of G&G

MANAGER INTERVIEW

• We also collected data by interviewing Megan Schaefer, the new Illio Yearbook Marketing Director.

• Megan gave us helpful feedback to form our recommendations and survey questions.

• She gave us information about the target market for the Illio: the parents.

SWOT ANALYSIS

SWOT

History/LegacyComprehensiv

e

University Archives

Relatively Affordable

Strengths

SWOT

Minimal Advertising

Lacks Purchase Motivation

Not Capitalizing on Awareness

Weakness

SWOT

Include Fresh, Soph, Junior pics

Non WOM Advertising

Contests & Giveaways

E-Versions

Opportunities

SWOT

Competition from individual

colleges

Social Networks

Social Networks

Threats

SEGMENTAITON, TARGETING& POSITIONING

SEGMENTATION

• Demographics• University of Illinois at Urbana-

Champaign student• 17-22 years old

• Psychographics• Group• Greek• Sports team

TARGETING

• Primary target market• College seniors• Groups & Greeks

• Secondary target market• Students• Professors• Offices

POSITIONING

• Preserving college experience through memorabilia

• Long standing tradition• Different themes each year to

speak of the times

ALTERNATIVE STRATEGIES

ALTERNATIVE MARKETING1. Changing the product:

Deviate from the traditional hardcopy and introduce copy through electronic media

2. Reposition: Nostalgia, legacy of your college life

3. Branding: Emphasize the value of a yearbook, a memory

RECOMMENDATIONS

WHAT WE RECOMMEND…• Increase consumers’ desire for

the product in the Students segment

• Increase awareness about the product offerings to the Group & Greeks segment

OBJECTIVES

• Marketing• Length: 1 school year• August 2011 to May 2012• Increase yearbook sales volume

by 10%• Increase Groups & Greeks page

sales volume by 30%• Communications• Already high awareness• Focus on changing attitudes of

consumers

MARKETING STRATEGY• Positioning: Be a part of history• When you come back to Illinois,

don’t you want to see your name in the archives?• Nostalgic• Memories• The Good Old Days

• Reminisce on time spent at Illinois

• Tangible piece of history• Pass on through generations• Purchase a piece of history

IMPLEMENTATION

• Product• Including everyone in the yearbook• Personalization options• Price• Currently at $45• Adjusted price at $35 • Discounts: $5 off• Groups & Greeks packages• Place• End of the year release• Distribute during finals week in May• Special insert option: $10

MEDIA & ADVERTISINGPROMOTIONS• Advertisements• Emphasis on functional aspects

of product• Memorable events (commercial

during home football games)• iBook, WPGU 107.1, campus• E-mailing RSOs & Greek

organizations• Incentives to join social networks• Illio sponsored events

CREATIVE STRATEGY

• Differentiate our advertising• Emphasis on Illini traditions• “Be a part of history” message

EVALUATION

PLAN ADJUSTMENTS

• Over the next three years, the Illio will measure the effectiveness of the new marketing campaign.

• Necessary adjustments will be made to increase overall awareness.

TRUTH IN SALES NUMBERS• Our marketing plan will be

measured in the sales numbers, collected weekly by the Illio.

• If numbers are low, advertising and promotions will be increased.

• These numbers will be closely monitored by the Marketing manager and Publisher at Illini Media.

IDEAS IN ACTION

Since we talked to the Marketing manager at the Illio, some of our ideas are already “in action.”• May 1 delivery for 2011 Illio• Illio Yearbooks purchased before

December 31, 2010 are $45.• Illio Yearbooks purchased after

January 1, 2010 are $50.

CONCLUSIONS

QUESTIONS?