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Syllabus

(Table of Contents)

History (Executive Summary).....................1

Current Events (Situation Analysis)... 3

business (Objectives)................................ 12

Chess Club (Media Strategy +Schedule)... 14

A/V Club (Media Tactics)............................ 15

Accounting (Budget & Flow Chart)......... 32

5th@Six is a student advertising agency.


Partners include:
Carolyn Hippard, Lindsey Elliot, Carol Glaser,
Robert Tyler and Ray Rahman
History (executive summary)

Background
StudentsKnow is one of the new types of niche social media
websites that are popping up all over the Internet. It is specifically
a multi-media social learning site created for college students to aid
knowledge acquisition and potential revenue gain. In our terms that
means StudentsKnow is an interactive website with content generated
for students, by students, about the many subjects covered in the
various courses throughout college; StudentsKnow also allows students
t h e o p p o r t u n i t y t o e a r n s o m e m o n e y. W a s o r i g i n a l l y c r e a t e d i n 2 0 0 8 a n d
had promising numbers during its first two moths of its introductory
phase. Now the site has ran into the problem of limited content due to
limited users, but that is why we are here.

The Target

After surveying and studying the psychographics and demographics


of the everyday student, 5th@6 discovered the ideal target audience for
t h i s c a m p a i g n i s c o l l e g e s t u d e n t s , a g e s 1 7 - 2 4 , w h o a t t e n d a f o u r- y e a r
higher education institution. Of theses students, those between the ages
17-20 years-old make up our primary target audience. These students are
u n d e r c l a s s m e n w h o a r e e n r o l l e d i n l o w e r- l e v e l c o r e c l a s s e s t h a t t e a c h
standard information. They also are heavy users of the Internet and social
media, making them very susceptible to becoming active users. The
secondary audience is comprised of students who are upper classmen,
g r a d s t u d e n t s , TA s o r t u t o r s ; t h e y a r e i n b e t w e e n t h e a g e s o f 2 1 - 2 4 .
These students are considered experts in their field and are a good target
for content generators. The tertiary audience consists of high school
s e n i o r s w h o w i l l b e a t t e n d i n g a f o u r- y e a r u n i v e r s i t y t h e f o l l o w i n g y e a r.
These students are new to the college atmosphere and will be looking

1 for resources to help them adjust and guide them through their freshman
y e a r, w h i c h i s e x a c t l y t h e r e a s o n S t u d e n t s K n o w w a s c r e a t e d .
history (executive summary)

Positioning
Most knowledge sharing based networks position themselves as a trustworthy
place to turn to in terms of educational content. Because of this, StudentsKnow
needs to find a way to stand out among the crowd. Research shows that the majority
of students who are active users on social media sites use the site as a form of
entertainment. Therefore, it is important that StudentsKnow is seen as a fun and
exciting way to learn.

Media
5th@Six will effectively utilizes the allotted $600,000 by coming up with a
media campaign that will generate the much-needed recognition for StudentsKnow.
We turned away from the standard use of traditional advertising and created
advertising that college students can relate to. Our clear, concise, and sufficient
advertising reaches the target on a personal level and will help increase the average
student’s use of StudentsKnow across campuses.

Promotions and PR
5th@6 has come up with innovative and creative tactics that will to blow
your mind! It is extremely important to include fun and interactive promotions that
will catch college students’ attention. The originality of our campaign is sure build
awareness and to make StudentsKnow rise above the clutter.

2
Current Events
(situation analysis)
Consumer Analysis
Ta rg e t A u d i e n c e :
There are 3 categories of students in a college classroom, but we
o n l y i n t e n d t o t a rg e t 2 o f t h e 3 c a t e g o r i e s . We c h o s e n o t t o t a rg e t t h e
Desk Droolers because these are not students who strive to be successful.
The categories are as follows:

The Overzealous Hand Raisers:


T h e s e a r e s t u d e n t s w h o h a v e p e r f e c t a t t e n d a n c e a n d a v e r y h i g h G PA . T h e y
a c t i v e l y p a r t i c i p a t e i n c l a s s a n d a r e s o m e t i m e s c o n s i d e r e d “ t e a c h e r ’s p e t s ”
because of their tendency to sit in front of the class and ask questions.
S t u d e n t s k n o w. c o m o f f e r s t h e s e s t u d e n t s a f o r u m t o p a r t i c i p a t e a s t h e
everyday-Einstein and possibly get paid for it. The website also is another
resource that these students can use when it comes to furthering their
knowledge. These students will not only be active users, but they will be
content generators as well.

The Bell Curve Builders:


These are students who do what they’re supposed to do in class but don’t
necessarily exert extra effort. They are typically B-C students. Most
s t u d e n t s f a l l u n d e r t h i s c a t e g o r y.
S t u d e n t s k n o w. c o m o f f e r s t h e s e s t u d e n t s t h e a n s w e r s t o t h e i r q u e s t i o n s .
These students will regularly use the website as a resource that will explain
missed material or material that they did not quite understand. These
students will actively use the site, but will not generate more content.

The Desk Droolers:


These students are slackers. They sit in the back of the class and do the
bare minimum. These students are lazy and are constantly looking for the
easy way out or a quick fix. Because these students will not invest a lot

3 o f t i m e o n s t u d e n t s k n o w. c o m , w e w i l l n o t b e t a rg e t i n g t h e s e s t u d e n t s .
Current Events
(situation analysis)

Who are these kids?


College students who are 18-25 y e a r s - o l d a re t h e l a rg e s t u s e r s o f v i d e o ,
s o cial networks and the most sough t a f t e r d e m o g r a p h i c i n m a r k e t i n g .
There are hundreds of millions s o c i a l m e d i a p ro f i l e s , w i t h e a c h p e r s o n
a v eraging 2-3 social networks. On average, users of social media have
a c cess to the Inter net in at over si x l o c a t i o n s a n d h a v e b e e n u s e r s o f t h e
I n t er net for m ore than 6 years. Th e y s p e n d m o re t h a n 1 5 . 5 h o u r s v i s i t i n g
w e bsites weekly (excluding email, c h a t , a n d Vo I P ) . T h e a m o u n t o f t i m e t h a t
c o l lege students spend on social me d i a s i t e s i s c o n s i s t e n t l y i n c re a s i n g .
Key Stats

 • Young people are much more likely than older
adults to use social networks: Three-quarters
of online adults 18-24 have a profile on a social
network site.
• Women and the 14-24 year old demographic
are more likely to use MySpace and Facebook
than other demographics.
• Men and the 25-34 year old demographic are
more likely to use LinkedIn and Flickr than other
demographics.
• Hispanic students are significantly less likely
to use Facebook (60% compared to 75% or
more for other groups) and are much more likely
to use MySpace (73% among Hispanic Students
compared to 58% or less among others).
• White, Asian and Asian American Students are
more likely to use Facebook than others, but they
are significantly less likely to use MySpace.
• Students whose parents have lower levels of
schooling are more likely to be MySpace users,
while students whose parents have higher levels of
education are more likely to be Facebook users.
4
Current Events
(situation analysis)

How are they using social media?


Overall, personal use or entertainment use of social networks seems to be more
prevalent than professional use of networks. Online social network applications are mainly
used for explaining and maintaining personal networks, and most adults, like teens, are using
them to connect with people they already know.
The average social network user has more than one profile, and generally each profile
resides on a different social network. Taken together, this means that 51% of social network
users have two or more profiles online. When asked why they maintain multiple profiles,
one-quarter (25%) of users with multiple profiles say that having multiple profiles helps them
to “compartmentalize their lives.” Users have multiple profiles to better keep track of their
friends who may be spread across multiple sites.

5
Current Events
(situation analysis)
Client/Brand Analysis
Origin:
StudentsKnow.com originated when Paul Janowitz was asked to redesign the
University of Texas Website. The company wanted to create a social networking tool with
the ability to connect students globally. As a result, StudentsKnow.com was created. The
website connects students globally by subject content. They currently have around 200
users and have been up and running for about 11 months.

Market Performance:
StudentsKnow.com is lagging behind their major competition due to lack of
awareness and usership. They are currently still in the Beta stage and have not been
around long enough to establish a loyal user base.

Consumer Benefits:
StudentsKnow.com is a multi-media social networking tool created predominantly
for college students to smooth the progress of social learning and amplified educational
grasp. Aside from serving as an online knowledge marketplace, the website also has
a built-in revenue sharing model for content and sharers. StudentsKnow.com has the
ability to modernize student study habits by pushing students into the virtual world of
social learning. We create a distinctive student-to-student learning atmosphere that has
the ability to connect students across all colleges/universities. Students’ ability to learn
via diverse and innovative methods containing information provided by tutors and other
students is what makes our website incomparable. Content can be created/shared and
be incented through revenue sharing. Revenue is generated from within video and page
ads. We track all views downstream to receive revenue.
Schools can connect with the website and receive revenue from what videos
their students create, school branding, partner with competition to eliminate competition
(Edufire, Pickaproff), missed classes, more people going to college every year(especially

6
first-generation students, community colleges), scared freshman.
Current Events
(situation analysis)
Current Marketing:
The client’s goal thus far was to take a passive approach to marketing in order to lure
savvy early adopters who don’t need to be told whether or not something is worthwhile. Here
are some of the current tactics:

Site Partnerships:
The client is searching for site partnerships that will expand its base. These
partnerships must meet two criteria: 1) Facilitate learning for our audience and 2) Generate
revenue for the StudentsKnow.com community. Links were created for placements on partner
sites to create a loop in which both StudentsKnow.com and site partners are able to share
user bases.
Partners include:

• BookRenter.com – if an ISBN is entered into the video tag users see direct link and
pricing for that book
• Barnes & Noble - web-services direct buy coming soon and direct search and
order widget
• Monster TRAK – full job and intern search of MonsterTRAK database.

Word of mouth/Viral techniques:


• Facebook Application
• Social Media Widgets
• Social Media Seeding
• Stumbleupon
• iTunes promotion
• User update emails

Guerilla Marketing
• Chalk graffiti on University of Texas’ campus

7
Current Events
(situation analysis)
Competition Analysis
Studentsknow.com is in an introductory phase since the website is the first
of its kind to incorporate a social sharing network built to facilitate social learning
with a built-in revenue sharing model for content creators and sharers. It therefore
is new and has a limited number of directly related competitive brands with similar
models. Some direct competitors include Cramster and Edufire. Our website needs
to create new customers by taking away customers of other product categories such
as general social networking sites like Facebook, revenue based social networking
sites, video sharing social networking sites like YouTube, Website that facilitate
learning like Wikipedia, Online encyclopedias and libraries and websites for student
helpers such as Cliff Notes and Spark Notes.

Classmates
Cramster.com
• 60% male, 40% female; 83.7K users; age 18-34; $30,000-$60,000 yearly
income.
• Cramster is a global community dedicated to helping teachers and students
solve math-based problems. They also provide learning material, solutions,
topic notes, and sample problems to help students comprehend.

eduFire.com
• 51% male, 49% female; 43.8K users; age 18-49; $30,000-$60-000 yearly
income.
• This is a website that creates a platform on which to allow live learning to
take place anytime, anywhere.

Learnoutloud.com
• 53% male, 47% female; 64.4K users; age 18-49; $100,000+ yearly income
• This site promotes the use of audio and video educational material for
personal and professional development.
8
Current Events
(situation analysis)

Market Analysis
We cross-referenced an array of surveys and studies to determine which regions of
the country would be most suited for our client. Our criterion included: sheer population (our
research indicates that in 2008, 91% of all students use social media), schools with the most
internet-oriented / tech-savvy students, and top internet-oriented/tech-savvy college towns/
cities. We only chose five markets, due to our limited budget. However, we chose our colleges
to be spread out geographically to ensure coverage of the States.

Austin, TX is where our client is based out of, Los Angeles is the host of USC and Pomona
as well as where all of our client’s current College, both on the list of tech-savvy schools.
consumers are based. Austin, also a tech-hub Target Universities: 93,000 students
for the South, is host to many college students • University of California, Los Angeles:
in the area. 39,000 students
Target Universities: 109,000 students • University of Southern California: 33,000
• University of Texas: 48,000 students students
• Austin Community College: 32,000 students • California State Polytechnic University,
• Texas State University: 29,000 students. Pomona: 21,000 students.

Boston (and Cambridge) is known for being the Minneapolis, MN is the tech-hub of the
world's education capital. Upper Midwest. It is also home to University
Target Universities: 91,000 students of Minnesota, which is the third largest
• Boston University: 30,000 students university in the US and has the 2nd highest
• Harvard University: 26,000 students number of Facebook users.
• University of Massachusetts: 25,000 students Target Universities: 71,000 students
• Massachusetts Institute of Technology: 10,000 • University of Minnesota: 51,000 students
students • Minnesota Community and Technical
The San Jose/San Francisco Bay Area is College: 11,000 students
renowned for being the Internet-hub of the world. • Metropolitan State University: 9,000
It is also the home of many colleges. students.
Target Universities: 79,000 students
• UC Berkley: 35,000 students

9 • San Francisco State University: 29,000


students
• Stanford University: 15,000 students.
Current Events
(situation analysis)

Primary Research
Research Analysis:
We conducted primary research analysis by utilizing the survey method.
By doing this, we gained valuable insight into our student target audience about
students’ beliefs and misconceptions on social media and social learning. A total of
70 students were surveyed at Texas State University on various subjects regarding
social media.

Key Findings:
• 51.4% visit social media websites like Facebook, Twitter, MySpace, etc. 3 or
more times a day, and 31% once a day
• 84.3% have 1-2 profiles on social media websites
• 52.9% believe social media websites are somewhat important
• 68.1% have Facebook as their favorite social media website
• 68.6% don’t use SLAC or tutors to assist them in schoolwork
• 65.7% use social media to keep in touch with friends
• 48.6% study at least once a day
• 41.4% said it is somewhat important to be entertained on a social media
website.
• 94.3% don’t utilize any educational/study-based websites like Cramster,
Studentsoffortune, eduFire, etc.
• 100% haven’t heard of studentsknow.com.
• 54.3% believe Facebook is the most beneficial/important social media
website.
• 43.5% would be most likely to pay for Facebook then any other social media
services.
• 64.3% said privacy issues negatively affect their view of social media
websites.
• 70.5% said messaging is the most valuable social networking feature.

10
Current Events
(situation analysis)
SWOT
Strengths
Weaknessess
• Free for all users
• Relatively unknown
• In video ads
• Need members to get members
• Large target market
• Don’t have a live chat feature for live
• Innovative way to share and learn
tutorial sessions
• Offers career advice
• Not an entertainment site, no
• Searches have multiple tags
entertainment applications
• Students can earn money by
• Still in Beta stage
creating videos (built-in revenue
• Not many users
sharing)
• Minimal content
• Made by students for students,
• No face-to-face interaction
creating a distinct learning
• Unavailable student response
atmosphere
• Convenient
• Learn about anything without
taking a class

Opportunities Threats
• Schools can connect with the website • Competitors, competition has 200,000
and receive revenue from what videos loyal users
their students create • New sites are being made all the time
• School branding • Lack of a returning audience due to
• Fairly limited number of directly related availability of easier and faster
competitive brands information from alternative sources
• Partner with competition to eliminate • In terms of the market, students
competition (Edufire, Pickaproff) haven’t fully embraced niche social
• Missed classes media for educational purposes
• More people going to college every • New technology
year (especially first-generation

11 students, community colleges), scared


freshmen. Total students targeted in the target
markets: 443,000 students
Business (objectives)

Marketing Objective
With a budget of $600,000, the goal of this campaign is to generate10,000 new active users
during the time period of August 2009 to May 2010.

Media Objective
Our goal is increase awareness of StudentsKnow among college students, ages 17-24, by
70%. We will reach 70% of our target audience an average of three times during this time
period of August 2009 to May 2010. We will accomplish this by utilizing print and bus ads,
billboards, guerrilla marketing, promotions and events, and many viral and web-oriented
media.

Commincations Pyramid:
There are four main objectives of communication that 5th@6 will utilize:
Awareness, Knowledgr, Conviction, Action. Below is the breakdown of the
reach goal, the frequency goal, and the time period that we will utilize each


Communications
Pyramid
Break
Down

R:
 70%
 60%
 40%
 30%

F:
 3
 4
 5
 6



 Action:
30%

Conviction:
40%


 Knowledge:
60%

Awareness:
70%



Fall
 August
 September
 October
 November
 December

Spring
 January
 February
 March

 April
 May


12
Business
Awareness (Goal: 70%)
(objectives)

We must make consumers know that Studentsknow.com is a fun, interactive way for
students to learn, teach, and turn a profit. We are using so many different types of media,
we will be able to reach many kinds of consumers in various places. We have structured our
schedule to reach students at critical times, at the start of the semester, during midterms and
when preparing for finals. We will position the brand as a fun site that knows when to work and
when to play. We will try to communicate with our audience through familiar mediums to ensure
they are not alienated and to make them comfortable with our brand.

Knowledge (Goal 60%)


Continuing on a personal level, we can expand our potential consumers’ knowledge. To
differentiate the website from its competitors, we will emphasize that Studentsknow.com has
a benefit that most of its competitors don't have, which is the profitability aspect. The profit
making feature in itself makes StudentsKnow superior to the competition. We will also play up
the many features that are beneficial to users such as multiple tags on videos, career advice, the
ability to learn about a variety of topics without taking classes, and most importantly, the fact
that it is made by students for students.

Conviction (Goal 40%)


By now many people have heard of StudentsKnow but might still need that extra push to use
it. We will employ the use of word-of-mouth by hiring bloggers to write positive things about
StudentsKnow in order to influence the target audience. Our partnerships with established and
prestigious names such as iTunes, EduFire, and Pick-A-Prof will further get the word out and
encourage students to use our site. The Every Day Einstein program will show students how
StudentsKnow can help them to be successful too.

Action (Goal 30%)


To increase knowledge is to increase action. The fact that StudentsKnow is free to anyone who
wants become a member is an enormous perk. Aside from that, consumers should want to
switch when they realize that using StudentsKnow could lead to revenue gain, and that learning
on the site is fun and easy. All of our media will drive people to the website and once there our

13 brain builders, iPhone application, and scholarships will encourage them to stick around and
play. They will become familiar with the site, want to watch and create videos, and will tell all
their friends. Success!
Chess Club
(media strategy & schedule)
Media Strategy
5th@Six effectively utilized the allotted $600,000 by coming up with a media
campaign that will generate the much-needed recognition for StudentsKnow. We turned
away from the standard use of traditional advertising and created advertising that college
students can relate to. We believe that best tactic to raise awareness StudentsKnow by
college students is to focus on student publications, guerilla marketing and promotions. We
have used appealing tactics that are sure to catch attention. We emphasized the use of viral
marketing nationwide. Our target audience consists of those tech-savvy students and our
viral marketing tactics will reach and pull these students to StudentsKnow. On a national
level, we have also utilized the tool of scholarships because they go along with the brands
ultimate mission statement- educational growth. Another form of nontraditional media that
5th@Six utilized is partnerships. We considered it extremely important to partner up with
sites that add to the StudentsKnows benefits and features and expand its consumer base.
All in all, our campaign reaches the target on a personal level and will help increase the
average student’s use of StudentsKnow across campuses.

Media Schedule
5th@Six plans to reach the target audience in August 2009 – May 2010. We will
break up the campaign into two periods by semesters, each having its own communications
pyramid. During each stage of the communications pyramid, corresponding media in the
forms of traditional, viral, gureilla, and promotional marketing.

There are several prime times of opportunity during our campaign. Our best windows
of opportunity are early in September and late January because that is the beginning of
each semester where students are returning to school and incoming classes and transfer
students are adding to the general student population. Another prime opportunity period lies
in heavy periods of student examinations: October and March for midterms and December
and May for finals. These periods in our campaign are extremely important because it is
the time that our target audience is searching for new study resources to help guide them
through their examinations. This is the time when students are most likely to sign up and
become active users of StudentsKnow. During these periods of opportunity, 5th@Six will
primarily use guerilla marketing, promotions and viral media around universities to reach the 14
target audience on a more personal level.
A/V Club (media tactics)

Traditional Media
Print Ads
What: We will run advertisements in student magazines and university newspapers. All vehicles
we will be utilizing for the print ads will be local university publications. The print ads will also
be used to generate awareness about the upcoming StudentsKnow events locally. We will use
a combination of transformational and informational ads.

Magazines: We chose to run quarter ads in Study Breaks, which is “one of the nation’s largest
and most read college and lifestyle magazines…with tens of thousands of magazines printed
each month to different universities around the nation.” Each university has a local edition,
individualized for campus.
Level of Communication Pyramid: Awareness and Knowledge
When: We will run the ads in 8 months: September – December and February – May. A new
issue is released at the beginning of every month.
How Much:
• $3,160 for 8 quarter page ads
• $3,160 X 16 universities = $50,560
• Total: $50,560

Newspapers: We will run print ads in each of the top 16 college’s newspapers selected from
our target DMAs.
Level of Communication Pyramid: Awareness and Knowledge
When: An Ad will be run during the third week of every month in August – December and
February – May.
How Much:
• $3,360 for 7 quarter page ads
• $3,360 X 16 universities = $53,760
• Total: $53,760

15
A/V Club (media tactics)

Outdoor
Billboards
We will place billboards on busy roads in our target DMAs that college students are most likely
to drive on.
Level of Communications Pyramid: Awareness
When: We will run billboard ads with a 25
showing September – December and February
– May.
How Much:
• $700 per month X 8 months = $5,600
• $5,600 X 16 universities = $89,600
• Total: $89,600

Bus Ads
What: We will place ads on campus buses to generate awareness about Studentsknow.com
and upcoming events.
Why: Campus bus advertising is very efficient and
effective for its cost. Many students rely on campus
buses for transportation to and from their universities.
Advertising here generates exposure of StudentsKnow
directly to members of the target audience. Also,
advertising on campus buses also generates a high
frequency since the same students utilize the buses
several times a week to get to class. In addition, the
bus advertisements can be updated to provide timely
information about upcoming StudentsKnow events.
Level of Communications Pyramid: Awareness
When: Fall Semester (August – December) and Spring
Semester (January – May)
How much:
• $1,200 per year
• $1,200 X 16 Universities = $19,200
16
• Total: $19,200
A/V Club (media tactics)

Viral
Brain Pains (webisodes)
What: To further connect with students on as a fun brand on their level, we will execute a series
of StudentsKnow-branded webisodes, which will be distributed through forms our demographic
is already comfortable with, such as YouTube, iTunes, and MySpace. These humorous
webisodes will have a narrative arc throughout the campaign focusing on a fictional college
class, and the funny situations that ensue. They will be parody webisodes of movies, such as
The Breakfast Club, and shows, such as Saved by the Bell. Each webisode will refer to or lead
to the StudentsKnow website.
Why: Research has shown that to reach 18-24 year olds, who can be thought of the YouTube
generation, online video is a highly effective route. Our research suggests that this demographic
leads a very online life, and webisodes are a great way to create a relationship.
Level of Communication: Awareness (and sometimes Knowledge)
When: A webisode will be uploaded every two weeks for a ten-month period, for a total of 20
webisodes.
How Much:
• Fee for editing and filming per day = $400
• 3 days (1 day filming + 2 days editing) X $400 = $1,200
• $1,200 X 20 webisodes = $24,000
• 7 recurring actors X $200 pay for webisode season = $14,000
• Total: $24,000 + $1,400 = $25,400

17

A/V Club (media tactics)

Viral
Blogger Build-Up
What: We will hire 50 bloggers to blog about StudentsKnow at least 15 times a semester. To
receive payment, the bloggers must provide documentation of their work.
Why: By doing so, this will generate awareness about StudentsKnow. We can also utilize this
information by sending to other prestigious publications in hopes of generating further interest.
Level of Communication: Awareness, Knowledge, Conviction- depends on what the bloggers
say.
When: We would do this during the Fall (August – December) and Spring (January – May)
semesters.
How much:
• 50 bloggers X $100 pay = $5,000
• $5,000 X 2 semesters = $10,000
• Total: $10,000

Brain Builders
What: A game page will be added as a secondary page to the website. Here students can play
games to increase their brainpower. The games include: scrabble, sudoku, crossword puzzles,
trivia, etc.
Why: We are trying to position StudentsKnow as a fun way to learn and increase your knowledge.
Adding a section to the site where students can play some concentration intensive games should
increase flow to the website and also position StudentsKnow as a fun place to learn.
Level of Communications Pyramid: Conviction/ Action
When: The game section of the website will be added at the beginning of the campaign and last
the duration of the campaign.
How Much: N/A

18
A/V Club (media tactics)

Nontraditional Media
Video Game ads
What: We will place Students Know
advertisements in popular video games.
Why: Our research suggests that males
in our target demographic, age 18-24,
are going through a shift in how they
consume media. For many, video games
and PC games (SecondLife and World
of Warcraft) are replacing television in
terms of amount of use. As we need this
key segment of our demo, we plan on
employing the relatively new medium of in-game advertising. It is significantly cheaper than
television and other traditional advertising, and it targets active users (people who are immersed
in their medium) rather than passive users (like people blankly staring at TV commercials
or skipping them altogether). This will create a connection between the gamer and the
StudentsKnow brand.
Level of Communication Pyramid: Awareness
When: Throughout the entire months of November and April
How Much:
• $15,000 for ad in 6 video games for a month X 2 months = $30,000
• Total: $30,000

Twitter
What: We will also have a presence on Twitter, where we will “tweet” about any new videos,
podcasts, webisodes, or general news and tidbits from the educational world.
Why: Twitter is rapidly growing in popularity in all demographics, especially our tech-oriented
target demographic. It has also been proven as a cheap and invaluable marketing tool that
helps consumers connect with brands, and a great medium to gage.
Level of Communication: Awareness and Knowledge
When: We will make a profile on Twitter at the beginning of the campaign period and will tweet

19` everyday for the duration of the campaign.


How Much: N/A
A/V Club (media tactics)

Nontraditional
iPhone Application
What: This is an application that will be available to members of
Studentsknow.com to notify them of new content as soon as it becomes
available. The app will be arranged by subject, of which the members
can choose their interests and needs, and can be changed and updated
at any time. Many of our competitors do not have this application.
Why: Like Facebook's apps, iPhone apps have rocketed in popularity.
There have been 500 million iPhone app downloads as of January 15,
2009. It is proven to be an important aspect of any marketing campaign.
Level of Communication: Conviction/ Action
When: The application will be made available to download at the
beginning of the campaign and last for the duration of the campaign.
How Much: $10,000

Facebook Application
What: Facebook applications are a standard for many college students. In addition to the
application Share StudentsKnow, we are adding another Facebook application that will be a fun
trivia/knowledge game that compares a student’s scores to those of their friends. No one wants
to be the least knowledgeable of their friends, and our message will be that StudentsKnow will
ensure that you are not. It will also position StudentsKnow as a fun way to learn.
Why: Facebook is a social media site that was originally geared toward our target demographic,
college students, and is still very popular among them. It is also surpassed MySpace as the top-
visited social networking site, and its third-party applications are becoming, as the Washington
Post reported, the “coins” of the social media world- in other words, an easy way to generate
user interest and even profits.
When: We will make the application available at the beginning of the campaign period and it will
remain for the rest of the duration of the campaign period.
Level of Communications Pyramid: Awareness
How Much: N/A

20
A/VCreative
Club (media tactics)

Guerrilla
Bent Spoons
What: It has been rumored for centuries that you could bend a spoon with your mind. We will
have bent spoons scattered all over campuses in our target DMAs with the StudentsKnow logo

Webisodes - Brain Pains


it.
Why: This will generate a curiosity about what Studentsknow.com is, cause students to check
out the site, and give the students the impression that our services will give them the brainpower
to bend spoons.
Level of Communication Pyramid: Awareness
When: This promotion will occur at the beginning of each semester (first week of September and
the first week of February).
How Much:
• Pack of 24 spoons = $2.50
• 15 packs per school X 16 campuses = 240 packs (5760 spoons)
• 5760 X $2.50 = $14,400
• Custom stickers to place on spoons = $75 per 1000 stickers
• $75 X 6 = $450
• $14,400 + $450 = $14,850
• Total: $14,850

Study Bucks
What: One of our guerilla marketing tactics will be to place fake money inside of popular and often-
used library books (such as textbooks, encyclopedias, etc). The fake money will look real and
have the president in fake eyeglasses on one side, and the other side will be the StudentsKnow
logo and information.
Why: We want to send the message that out of knowledge (books, etc) can come financial
reward, and that our service will help them achieve that. It will reach smart students who, since
they are in a library, are interested in their own education.
Level of Communication Pyramid: Awareness
When: This will last the duration of the campaign.
How Much:

21 • 10,000 printed for $1,000


A/V Club (media tactics)

Guerrilla
Cram Tram
What: During key periods like our Geek Week and during finals, we will have a roaming bus
comically crammed with students. This StudentsKnow branded bus will of course never open
or close, just something for people to look at.
Why: This guerilla tactic will foster curiosity and buzz for StudentsKnow, and potentially present
our service in a light-hearted manner. The message will be that StudentsKnow is a good place
to be if you need to “cram” for an exam.
Level of Communication Pyramid: Awareness
When: The cram tram will drive through campuses twice a semester. In the fall semester, it will
occur in the first week of October and the third week of November. In the spring semester, it will
occur the first week of March and the last week of April.
How Much: $24,000
• Transit bus is $1,200 to rent per day
• $1,200 X 4 times a year X 5 DMA’s = $24,000
• Total = $24,000

22
A/V Club (media tactics)

Guerrilla
Trivia Texter
What: We will take a project a trivia question on the sides of major buildings on large campuses
in our DMAs. Students will be allowed to text what they believe the answer to the trivia question
to be and have it projected on the wall. Under the student submissions, it will read: “To find out
the real answer, visit www.studentsknow.com.
The answer will be posted prominently on the website.
Why: Having provoking questions posted in an unconventional way with only the answer provided
by studentsknow.com will peak curiosity in students and drive them the website.
Level of Communication Pyramid: Awareness
When: This will occur on the top campuses of our DMAs the first and third week in September –
November and February – April.
How Much:
• Artist Fee: $2,600
• Projector (3500 lumens and up): $400 x 16 universities = $6,400
• Mac Laptop: $1,000 x 16 universities = $16,000
• 2 Bluetooth Cell Phones: $150 x 16 universities= $2,400
• Gas Generator (200 watts): $600 x 16 Universities = $8,000
• Projector Technicians: $50 an day X 12 days X 16 Universities = $ 9,600
• Total: $45,000

23

A/V Club (media tactics)

Guerrilla
Fake Tattoos
What: We will distribute Students Know branded temporary tattoos to students and have our
street team wear them.
Why: These will be a fun way to connect with students, and will also turn them into walking
advertisements.
Level of Communication Pyramid: Awareness
When: the Fake Tattoos promotion will occur during orientations (the last week of August - first
week of September and the last week of January – the first week of February) and Greek Week
(the last week of November and the first week of April).
How Much:
• $200 for 500 tattoos X 16 universities X 2 Semesters = $6,400

Tutor Scooter
What: We will have members of our street team drive golf carts around college campuses or
highly populated areas where students hang out in the target DMAs. The students will be given
a free ridesto class and the driver will ask trivia questions; if the students answers the questions
correctly, they will be awarded cash. When the driver arrives at the student’s destination, the
driver will give out a brochure to Studentsknow.com and say: “To learn more interesting facts
from your peers, visit www.studentsknow.com. “ There will be one golf cart per DMA that will be
shared between the top universities in those DMAs.
Why: This will create a relationship between StudentsKnow and students, as StudentsKnow will
be seen as a way to help get students from here to there.
Level of Communication Pyramid: Awareness
When: This program will be in effect in throughout the duration of the campaign, moving from
campus to campus.
How Much:
• $5,000 golf carts X 5 DMAs = $25,000
• Total: $25,000

24

A/V Club (media tactics)

Promotions + Events
Give an Apple to a Teacher
What: Each month for a period of 10 months, five users with the top rated and most viewed
videos will win Apple products. The grand prize/first place winner will win a Mac book, and
the other four winners will receive iPod touches. Why: The Apple contest will be seen by users
as an incentive to create and upload valuable content, which is needed in order to perpetuate
other beneficial content. The use of this Apple contest will be viewed by potential members
of Studentsknow.com as a convincing proposition to become a loyal, long-term user of the
website. With the Apple giveaway, users should form knowledge about using and viewing
the website, uploading useful videos and podcasts and posting on the message board. This
contest is a fun attribute to the website that helps position StudentsKnow as a fun, interactive
learning site.
Level of Communication Pyramid: Conviction
When: The videos will be voted on throughout the duration of the campaign, but the prizes will
be awarded at the end of every month.
• How Much:
• $1,000 Mac book + 4($230 iPod touch) = $1,920
• $1,920 X 10 months = $19,200
• Total: $19,200

Orientations
What: We will register to have a booth at college orientations at the top universities in our DMAs.
There, we will hand out chotzkies and informational brochures on Studentsknow.com.
Why: We hope to capture first year students, which will hopefully rely on StudentsKnow as a
study resource for the rest of their college career and become loyal consumers.
Level of Communication Pyramid: Awareness and Knowledge (brochures)
When: Orientations occur before the beginning of each semester. We would participate in
the months of August/September and the months of January/February depending on when a
school’s orientation is.
How Much: Free
(Chotzkies and brochure prices are provided later)

25
A/V Club
Promotions + Events
(media tactics)

Every Day Einstein


What: We will have two young, successful entrepreneurs talk on college campuses every
semester about how they reached their success. We will also have the speaker give a shout out
to StudentsKnow at the end of their presentation. For Example, we would have Mark Zuckerberg,
the creator of Facebook, speak at Harvard and the surrounding area about how he envisioned
Facebook, what his success has taught him, etc.
Why: Having young, successful entrepreneurs talk about how their success and Studentsknow.
com will increase the brands credibility. It will also help to convince students to use StudentsKnow
too, in hope of reaching the same great success.
Level of Communication Pyramid: Conviction
When: Everyday Einstein will occur twice during each semester. In the fall semester, it will occur
in early October and late November (during Geek Week), and during the spring semester in early
March and late April (during Geek Week).
How much:
• $500 pay X 2 speakers = $1,000
• $1,000 X 2 semesters = $2,000
• $2,000 X 16 universities = $32,000
• Total: $32,000

Brochures
What: We will create instructional brochures for StudentsKnow that we will pass out at many
of our promotional events and at counseling centers in high schools in our target DMA’s. In
high schools, the brochures will give students information about financial aid, applying to
college, and other useful information. At the universities, the brochures will give students useful
information about how to use the website and its benefits to them. At universities, we will also
place brochures in faculty boxes to show them how StudentsKnow could be a valuable resource
to teach their students.
Why: This is a little piece of information that students can take home with them that explains how
to use Studentsknow.com. This not only helps create awareness, but also explains the features
and benefits of the brand.
Level of Communication Pyramid: Awareness and Knowledge
When: We will print the instructional brochures and hand them out at various events throughout
the duration of the campaign.
26
How Much: $1,000 to print S10,000 brochures
A/V Club
Promotions + Events
(media tactics)

Partnership with SLAC


What: Throughout the school year, we will partner up with a SLAC-like organizations on college
campuses and have a study night with these tutors every 1st and 3rd Monday night. The tutor
will use or recommend StudentsKnow as a resource to the student seeking help. In most of
these organizations, the tutors are student volunteers. We will use the same student tutors, train
them on how to use students know, and pay them for their time.
Why: This will not only teach students what Studentsknow.com is and how to use it, but also
teaching potential content generators what the site is and how to use it.
Level of Communication Pyramid: Knowledge, Conviction and Action
When: This will occur the first and third Mondays of every month from 5-9.
How Much:
• $6/hr X 4 hrs X 3 tutors X 8 Mondays= $576
• $576 X 16 universities = $9,216
• $9,216 X 2 Semesters = $18,432
• $18,432 + $1,568 (snacks) = $20,000

Chotzkies
We will distribute promotional giveaways to students during orientations and Geek Week.
Why: Giving students things that use with the StudentsKnow logo turns the students into walking,
talking advertisements. This will generate more curiosity and awareness about StudentsKnow.
Level of Communication Pyramid: Awareness
When: We will hand the promotional giveaways at during orientations (the last week of August
- first week of September and the last week of January – the first week of February) and Greek
Week (the last week of November and the last week of April).
How Much:
• Trapper Keeper: 1000 = $9,000
• Weekly planner: 1500 planners = $11,130
• Laptop cases: 1000 = $3,200
• Coffee mugs/thermoses: 2000 plastic thermoses = $4,000
• Pens: 5000 pens = $1,600

27 • Key chains: 2500 key chains = $2,450


• Total = $31,380
A/V Club (media tactics)

Geek Week
Geek Week
What: Two weeks before finals each semester, the website will sponsor a week of activities
designed to alleviate stress, aid in studying, build awareness of the website and its benefits for
students, and have fun activities.
When: Geek Week will be the last week of November and the last week of April because this is
the beginning of prime studying time before finals.
The Events that will occur during Geek Week are as follows:

StudentsKnow Java Jam


What: We will be having a coffee and study night at a local coffee shop near each of the campuses.
We will give free coffee to anyone who comes in to study from 9pm to 1am. We will also pass
out information about the website and encourage students to utilize it. There will also be a small
testing center set up here for students to test out Studentsknow.com and become familiar with
its features and benefits.
Why: Students are beginning to study for finals, and many students use local coffee shops for
a quiet, relaxing place to study. We will be reaching students at a time when they are looking
for study resources, increasing the chance that they will utilize Studentsknow.com. Supplying
students with coffee is just a gift to keep them studying.
Level of Communication Pyramid: Awareness, Knowledge (brochures), Conviction, Action
How Much:
• Buy $500 of black coffee from coffee shop to give out there (sponsor)
• $500 X 16 universities X 2 semesters =$16,000
• We will use the same laptop as we do for Trivia Texter for the testing station.

28
A/V Club (media tactics)

Geek Week
Dunk the Flunk
What: This is a fun activity where student can dunk a fellow student with a dunce cap on.
Why: This event will build awareness of the website and allow students to have fun trying to dunk
a fellow student. This activity has been very successful on many campuses. We can also use
this opportunity to pass out brochures about the website and the week’s activities.
Level of Communication Pyramid: Awareness
How Much:
• Rent a Dunking Booth: $250 a day
• $250 X 16 Universities X 2 semesters = $8,000
• Total = $8,000

29
A/V Club (media tactics)

Other
Street Team Internships
What: 10 students per DMA will be awarded a marketing internship for school credit with
StudentsKnow where they will act as a street team and work the promotional and guerilla
marketing tactics. These students must be upperclassmen and preference would go to Teaching
Assistants and graduate students.
Why: By utilizing students as members of our street team, we will be targeting members of
our target audience to get deeply involved and spread the word about the brand. They will be
required to learn about StudentsKnow and become active members. This makes more content
generators. At the end of the school year, the interns will receive school credit and a $600
stipend.
Level of Communications Pyramid: Awareness, Knowledge, Conviction, and Action
When: Throughout the duration of the campaign
How Much:
• 10 students X 5 DMAs X $600 = $30,000

Scholarships
What: We will give out five scholarships in each of our target DMA’s to high school seniors who
live in those areas. Each scholarship will be for $1,000. The student must submit a video essay
to the StudentsKnow website on who extended a helping hand to him or her, what did he or she
learned from that action and what the student will do to pass the lesson forward.
Why: We want to engage future college students and start building a relationship before they
even start decorating their dorm. Our message will be that our scholarships will help them get
to college, and our services will help them get through college.
Level of Communication Pyramid: Awareness
When: Our scholarship program will begin around December, when most college applications
are due, and the winners will be announced in mid-April, when college admissions are decided.
How Much:
• $1,000 Scholarships X 5 students X 5 DMAs = $25,000

30
A/V Club (media tactics)

Other
Partnerships – Free
What: iTunes: We will like to partner with iTunes to allow students to download videos from
StudentsKnow for free.
Edufire: Having a partnership with Edufire will expand StudentsKnow’s abilities. Edufire’s ability
to have live tutorial sessions is a very beneficial feature that StudentsKnow should utilize.
Pick-A-Prof: Millions of students use Pick-A-Prof to help them register for classes and learn
about potential professors. The students who use this site are members of the target audience.
A partnership with Pick-A-Prof will help to expand the number of users on studentsknow.com.
Why: To increase benefits and features of Students Know
Level of Communication Pyramid: Knowledge and Conviction
When: This will last the duration of the campaign.
How Much: N/A

31
Accounting (budget)

Budget: $600,000
Don:n@enEF

2%

Other
 Print
Ads

9%
 18%

Guerrilla

>ar?e:n@

19%
 Billboards

15%


Pro9o:ons
and

Events
 Web
and
Viral

18%
 16%

Bus
Ads

3%


32
Accounting (flow chart)

33
1.
Index (Resources)
http://blog.wired.com/gadgets/2008/09/indie-developer.html
2. http://blog.wired.com/gadgets/2008/07/apple-sells-one.html
3. http://business.rapleaf.com/company_press_2007_11_12.html
4. http://business.rapleaf.com/company_press_2008_06_18.html
5. http://mashable.com/2009/01/09/twitter-growth-2008/
6. http://en.wikipedia.org/wiki/In-game_advertising#Advertising_industry_reaction
7. http://jcmc.indiana.edu/vol13/issue1/hargittai.html
8. www.campuscorner.com/articles/top-ten/top-colleges-technology.htm
9. www.cramster.com
10. www.educause.edu/node/720?time=1234402303
11. www.edufire.com
12. www.emarketer.com/Article.aspx?id=1006557
13. http://www.ericlee.info/2008/06/twitter_as_a_campaigning_tool.html
14. http://www.guardian.co.uk/technology/2006/may/19/games.news
15. www.imediaconnection.com/content/8489.asp
16. http://www.insidesocal.com/outinhollywood/2008/04/first-webisode-of-la-gay.html
17. http://www.joystiq.com/2008/10/30/obama-billed-44-5k-for-in-game-advertising/
18. www.kiplinger.com/businessresource/summary/archive/2009/social_networks_PEW.html
19. www.learnoutloud.com
20. www.mediaman.com.au/profiles/facebook.html
21. www.nytimes.com/2006/07/09/education/09college.html?ei=5090&en=3d76d5cb595a4595&ex=
1310097600&partner=rssuserland&emc=rss&pagewanted=all
22. www.quantcast.com
23. www.pcmag.com/article2/0,2817,2073408,00.asp
24. www.studentsknow.com
25. http://www.techtree.com/India/News/Facebook_Largest_Fastest_Growing_Social_
Network/551-92134-643.html
26. http://www.theglobeandmail.com/servlet/story/RTGAM.20070705.wgtfacebook05/BNStory/
Technology/
27. http://www.theregister.co.uk/2009/01/16/half_billion_iphone_apps/
28. http://www.washingtonpost.com/wp-dyn/content/article/2007/11/02/AR2007110201894_pf.html
29. www.webadvantage.net/webadblog/observations-college-students-social-media-755
30. www.wired.com/wired/archive/15.01/geekcities.html
31. MRI 34
32. Studentsknow.com PowerPoint on TRACS
33. Creative Brief on TRACS