Agenda:

•  What is Vendr?

•  Target Market

•  Research

•  Promotional plan and strategies

•  Evaluations and Questions

What is Vendr?

•  Online marketplace for university students

•  Individual exclusive sites for each university •  Students buy and sell items from their peers

Vendr's Message

•  Provide college students with a simple and secure online marketplace to exchange goods and services.

•  Interact with your peers and make what you want out of your Vendr experience.

•  The service is free and is available to any student with a “.edu” email address.

Vendr in the US

United States

United States

UK Expansion

Key Research Insights: •  Online Marketplace Usage

on the rise •  Economic Recession has

produced deal-seeking consumers

•  Technologically-based Society

Target Audience

•  Undergraduate university students living in campus housing or off campus housing

•  5 Universities •  Cambridge •  Imperial •  Oxford •  Manchester •  Leeds

•  Total number of students: 84,744

Undergraduate Students

Cambridge 12,077

On Campus

Off Campus

Oxford 11,723

On Campus

Off Campus

Imperial 8,350

On Campus

Off Campus

Leeds 24,080

On Campus

Off Campus

Manchester 28,514

On Campus

Off Campus

Demographic: •  18-24 year old students •  both males and females

Segment 1: Carefree hedonists

•  Parents give them money •  Enthusiastic about leisure activities •  Enjoy shopping

Segment 2: Budget-Minded Student

•  Little money to spend •  Strive to find the best deal available

Target Market Segments

Target Market Insights: Generation Y Media Habits

Internet •  Heavy users of Online Shopping

•  Social Networking Sites •  Watch Online Video Content

Target Market Insights: Cost-conscious Trend Students are more thrifty with their money

Drivers The Recession Tuition Fee Increase

The average level of student debt is over 5,000 pounds per year

43% of students say that tuition fees are a major concern

(Mintel Report)

Promotional Objective

To have 15% of each university's undergraduate population to activate a Vendr account within

twelve months

Promotional Message

Vendr providing a convenient way for students to buy and sell online

Underlying all communication promotions is the Vendr "V" •  unique logo is simple, yet highly recognizable

GANTT

Months JAu Aug Jan Ja201n

Jul

Gain Brand Awareness

Team Selection

Winter Break

Move-In Month

Spring Revamp

Promotional Activities/Recruiting

Move-Out Month

Team Selection

August •  Recruit 5 Vendr representatives at each

university o  they pick their "Vendr Team"

•  Importance of internal marketing •  Create brand interest and awareness •  Our most important investment

Promote Brand Awareness

September & October

•  Move-In Assistants •  Print Ads

•  Guerilla Advertising

•  Flash Mob

Get People Registered

November & December

•  Vendr Pub Nights o  The V Card Campaign

§  discount drinks with proof of their Vendr account

•  Direct Marketing

•  Sales Promotion

Book Sale Promotion

Winter Holiday

•  Holiday print ad campaign: o  sell books, make money

•  Internal Marketing

Ongoing Promotion

Consistent Throughout the Year

•  Facebook

•  Twitter

•  Ad space on student newspapers' websites

Revamp Registration

January-March

•  New Year and new campaign •  Chalking and stickering •  Press release •  Feature in student newspaper •  Launch mobile app

Final Push

April-June

•  Live commercials •  Red frisbee give away •  Move out week promotion

Campaign Evaluation

July

•  Check website traffic

•  Determine success rate at each university

•  Reward Vendr Marketing teams

Moving Forward

Expand to more universities in the UK!

o  115 in UK

•  Blue Ocean Possibilities o  Club/event tickets

Sources •  "Accommodation and Financing the Student Lifestyle". Student Lifestyle 2010. 21 June 2012.

<http://academic.mintel.com.ezproxy.bu.edu>

•  "Attitudes towards Fees and Recession". Student Lifestyle 2010. 21 June 2012.

<http://academic.mintel.com.exproxy.bu.edu

•  Cambridge University. <http://www.cam.ac.uk/>

•  "Future Plans and Prospects". Student Lifestyle 2010. 21 June 2012.

<http://academic.mintel.com.ezproxy.bu.edu

•  "Good University Guide". The Times. 14 June 2012.

•  Imperial College London. <http://www3.imperial.ac.uk/>

•  "Issues in the Market". Student Lifestyle 2010. 21 June 2012.

<http://academic.mintel.com.ezproxy.bu.edu>

•  Oxford University. <http://www.ox.ac.uk/>

•  "PCs, Laptops and Media". Student Lifestyles 2010. 21 June 2012.

<http://academic.mintel.com.ezproxy.bu.edu>

•  University of Leeds. <http://www.leeds.ac.uk/>

•  University of Manchester. <http://www.manchester.ac.uk/>

•  Vendr. <vendr.me>

•  Von Abrams, Karin. "UK Internet Users and Usage: Top 2010 Trends". eMarketer. 21 June

2012.

•  "Young Adults Revealed: The lives and motivations of 21st century youth". Microsoft Advertising and

Synovate. 21 June 2012.