ADVERTISING/ MARKETING PLAN

2011-12

TABLE OF CONTENTS
Introduction
Overview .................................................................................3

S.W.O.T.......................................................................................3

Objective ...........................................................4 Strategic Plan ...........................................................5 Execution

Copy Strategy .......................................................................7 Integration Brand Promotion..........................................8 Social Media......................................................................... 9 Organizational Outreach...................................................9

Evaluations

I N T R O D U T I O N

OVERVIEW
The Textbook Game is a small business located in the downtown area of Columbia (904 Elm St, Suite 212), Missouri; its sister store is located in St. Louis, Missouri. The motto of The Textbook Game: BUY & SELL TEXTBOOKS FROM ANY COLLEGE ANYTIME. The Textbook Game o ers service to students of the University of Missouri, Stephen College, Columbia College, Moberly Area Community College, William Woods, or anyone looking to buy and sell books.

Strength
-O ers competitive low prices compared to the MU Bookstore -O ers friendly customer service in an comfortable environment - Youth driven appeal towards college students -Small local business located in a highly populated college student area

Weakness
- Not widely recognized by potential consumers - Establishing innovating ideas in creating brand awareness to college students of Columbia, Missouri

Opportunities
-Build/ gain partnership with local Columbia businesses and student organizations on various college campuses -Increase brand recognition in Columbia -Gain a new segement of targeted college students: underclassmen

Threats
-MU restrictions to advertise/ market on MU campus grounds -Larger competitors such as MU Bookstore, Amazon, and other textbook providers - MU and other college Bookstores have direct contact to their students on campus

- Innovating advertising and marketing schemes

O B J E C T I V E
The Textbook Game plans to gain and

maintain brand awareness that will increase the amount of customers they serve, through innovating advertising and marketing techniques-- targeted towards underclassmen and MU campus organizations.

S T R A T E G Y P L A N

*In order to build brand recognition, The Textbook Game has branded the

slogan: The Textbook Game - Buy and Sell Used

Textbooks - Any School, Any Time!

The Textbook Game should continue to use this slogan to continue to engrain the purpose of The Textbook Game into the mind of present and emerging customer. * In order to create brand

stimulation, create an introductory

o er that will bring rst-time users to The Textbook Game.

(ie. First time buyers/ sellers receive $5o on their next textbook purchase)
To keep track of current and new customers, create a customer database

in which customers can receive email updates on what is going on in

The Textbook Game culture. This is always a method of tracking increase of customers

* In order to encourage brand

switching from outside com-

petitors (MU Bookstore), create a value proposition statement that will promote the bene ts of The Textbook Game and shows

a competitive advantage over competitors.

VALUE
To college students all over the Columbia area looking to get a great deal on buying and selling back textbooks ,old or new,

The Texbook Game is a local textbook business

dedicated to providing unbeatable low buying and selling prices.

PROPOSITION

E X E C U T I O N

COPY STRATEGY
Create an advertising campaign that will focus on the well recognized character of The Textbook Game,

Gonga. The advertisement should

be based on the style advertisement, story appeal. The advertisement should be of

Gonga in di erent popular college student spots doing

various strange activities. Humor is good to focus on in this campaign. The advertisement should grab the attention of the college audience to make them want to read the copy. The copy should display The Textbook Game slogan or incorporate a value proposition. This advertising campaign can be placed in college news publications targeted to college students ( The Maneater, Missourian, Vox).

*The advertisement campaign should be easily transformable to college dorm room posters that can be handed out for promotions or sold in stores. This will entail to most of the underclassmen that still live on campus and

will be able to decorate their rooms with The Textbook Game decor*

E X E C U T I O N

INTEGRATION BRAND PROMOTION

FLASH MOB VIDEO!

Calling all college students around Columbia who dance or think they can dance to come join Gonga to create a ash mob video. The video should be recorded in the downtown area of Columbia or Speaker Circle where a lot of students gather. It is a fun and creative way to get the consumers involved in the The Textbook Game spirit. *This video can be displayed during MU campus organization presentations as an introduction.* *This video can go viral by posting it on The Textbook Game Facebook, Twitter, Blogspot, and Youtube Page. Share with followers and friends on social sites, and encourage them to spread the dance fever!*

TBG SPONSERED EVENT: BATTLES OF THE BAND

The Textbook Game should sponsor an event in Columbia where bands come out and show o their talent. The event should be open to the public, and in an outdoor setting where anyone passing by can stop by and see what is going on. This is brand promoting in a positive light for TBG, because it is a community event.

APP FOR SMARTPHONES

Create an App for Smartphones that entails the updated Homepage that enables customers to search the available textbooks in-store and their prices before coming to visit the store.

E X E C U T I O N

SOCIAL MEDIA
Continue with the brand promotion through online social media sources: Facebook Twitter, Blogspot, and Youtube. Ehance the social media experience by opening up disussion on topics that interest college students related to all aspects of the college culture. Create discussions on college courses, campus activities, social issues, music, art, etc. More photos and videos should be incorporated on the blog and Facebook page.

ORGANIZATIONAL OUTREACH
The Textbook Game can reach out to college students thorugh their student organization. Set up times with a variety of MU greek, academic, social, and athletic organizations on campus. Host informational events that can spread brand awareness. *A seminar for MU student organizations: Budgeting Your Pennies This seminar would o er di erent methods of how to budget as a college student and save money.*

NEWS PUBLICATIONS
Free publicity through an article in a college student news publication focusing on small local businesses targeting the student population.

OTHER IDEAS:

to show that they are appreciated

- Customer Loyalty Programs for customers who buy/sell frequently - Create a Corporate Social Responsibility (CSR) that are in the values
of The Textbook Game that promotes tackling a social ill in the community. (ie. Create a recycling program the company follows)

E V A L U A T I O N 10 The Textbook Game has the opportunity to

increase their brand awareness on college campuses
and increase their amount of customers through advertising and marketing outlets. Executing the stated advertising and marketing ideas will consequent in brand recognition among college students all around Columbia focusing on underclassmen and MU student organizations. It would help to make The Textbook Game a great part of the college community and something a college student could remember way pass graduation. This will lead to higher generated revenue for the company