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Secrets to eBranding Success

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(up to 70% off MSRP) on brand name school essentials ... Are elusive, fickle, impressionable, over-marketed to with messages/bargains/special offers ... – PowerPoint PPT presentation

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Title: Secrets to eBranding Success


1
May 31, 2000
Secrets to e-Branding Success
2
What is edu.com?
  • Featuring
  • Computers
  • Software
  • Textbooks
  • Publications
  • Bank Services
  • Phone Services
  • Internet Services
  • Coming soon
  • Travel
  • Health Beauty Care
  • With more to come!
  • The first
  • multi-category
  • e-commerce website exclusively
  • for college students

3
Why Students Love edu.com
  • Special student-only pricing (up to 70 off
    MSRP) on brand name school essentials
  • Unbiased information that enables smart purchase
    decisions
  • Convenient 24/7 customer service
  • eduPoints?

4
Representative Partners

5
Key Constituents
  • Three primary audiences -
  • College and University Students
  • Higher Education Institutions
  • Fortune 1000 Companies
  • Todays focus
  • College and University Students

6
Student Overview
  • 15mm strong who range in age from 18 35 (40
    are over 25)
  • Attend over 4,000 higher education institutions
    with 70 living off campus
  • Spend over 120 billion annually on products and
    services
  • Are elusive, fickle, impressionable,
    over-marketed to with messages/bargains/special
    offers
  • Often preoccupied and not particularly interested
    in what you want to sell them

7
So How Did edu.com Reach Them?
  • Last Semester philosophically we
  • Hit em high Hit em low
  • The High Part
  • built awareness utilizing traditional media
  • The Low Part
  • compelling and unexpected viral tactics

8
The edu.com Approach
  • Traditional Awareness
  • Print
  • College newspapers, national overlay
  • Radio
  • 72 major markets
  • Online Banners
  • Student-centric sites
  • Direct Mail
  • ATT, Citibank, etc.
  • Direct e-mail
  • Weekly outreach
  • Viral Efforts
  • Tabling
  • Student Unions, etc. with partners and solo
  • On-Campus
  • Special Events Sponsorships
  • Head of the Charles, Harvard Square Fair
  • Concert Series
  • Boston DC
  • Guerilla
  • MTV, Rave, Street Fairs

9
Insights
  • If you give a student a tee-shirt, he will hand
    over his social security number, bank card, class
    schedule, mother
  • If you remind a student of his dad he may not
    want to talk to you let alone sign up for your
    service
  • If you shut off the lights, students forget where
    they are (and certainly dont care about your
    product pitch)
  • If your message is not simple, entertaining and
    relevant students wont get it, repeat it or
    care
  • If youre not careful, it's real easy to blow
    through lots omoney

10
More Insights
  • Awareness generated via advertising is important
    but it wont build your brand
  • Public relations is often more memorable and
    credible than paid vehicles
  • Endorsement from sources your customers respect
    catapult your brand faster and more effectively
    than any advertising vehicle
  • Branding occurs as a result of the online
    experience

11
The Biggest Lesson
  • Dont tell your customers how
  • exciting/break-though/valuable/cool/smart/great
    your site is
  • PROVE IT
  • through a robust, highly personalized,
  • online experience that
  • anticipates customer needs
  • then over-delivers on their expectations

12
edu.com Today
  • Site in constant state of development and
    improvement
  • Limited mass advertising instead
  • Targeted online approach
  • Simple, memorable and relevant strategic
    messaging
  • Distinct and compelling call to action
  • Leveraging strength and reach of university and
    marketing partners
  • Strong referral network
  • Creating brand evangelists and generating sales
    by delivering a best-in-market online experience
    for college and university students

13
For more information
  • Rob Levinson
  • VP, Marketing Communications
  • rob_at_edu.com
  • 617.556.8565
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