3_Weingard_Thompson_Parks_Adams_Watson_revised

BLUEZZOONAWAKENING MARKETING JEDIS

Carol Thomson, James Weingand, Jordan Adams, Katlin Watson, Ken Parks

BACKGROUND Bluezzoon is an educational marketing brand at NKU that drives to make the industry of marketing a unique and life changing adventure. It’s founder Dr. David Raska provides his brand in and outside of the classroom by interacting with students on social media making his brand experience like none other at NKU. Bluezzoon provides young students with an adventure that will help inspire, challenge and motivate them to fulfill their marketing potential. Facing economic uncertainty, a class that’s seen as challenging and time consuming, and a raise in tuition costs; the problem that Bluezzoon faces: What message will Dr. Raska and Bluezzoon provide to prospective students to take his class in Spring 2017 and generate $80,000 for NKU?

RECOMMENDATIONS 1. Bluezzoon should go to it’s jedi counterpart’s classroom(s) and talk to potential jedi’s about their price

conscious class while showing them the future employment benefits of the client based projects in the intimate classroom setting

2. Change Bluezzoon’s value proposition to “Awakening Marketing Jedi’s”

WHAT MAKES BLUEZZOON UNIQUE AND DIFFERENT?

REAL CLIENT PROJECT BASED WORK

EXPERIENCE

ACTIVE, ENGAGING WITH JEDIS

ON SOCIAL MEDIA

DEVOTION TO POST JEDI TRAINING

GRADUATION

AMERICAN MARKETING ASSOCIATION

OPPORTUNITIES

NETWORKING JEDI PADAWANS TO JEDI

INDUSTRY MASTERS

‘DREAM TEAM’ OPPORTUNITIES

Take-away: Bluezzoon uses the marketing force to create a unique and different marketing experience by devoting his mission to developing marketing jedi’s connections and network by providing them with real client based project work to enhance them with post graduation success while offering AMA opportunities and engaging with jedi’s on social media. (See tables 1b., 1c., 2b.)

THE RESISTANCE CAROL THOMSON, KATLIN WILSON, KEN PARKS, JORDAN ADAMS, JAMES WEINGAND

WHAT UNSATISFIED NEEDS DOES BLUEZZOON NEED TO SATISFY?

Take Away: Bluezzoon’s target Jedi padawans have a tough time fighting the disturbance in the force around work, time, friends while juggling the challenge of earning a marketing degree, obtaining an internship or a job and marketing connections. They need an affordable, real practical marketing experience to awaken their marketing forces for their jedi resume for future jedi master employers to leave their part time job for a fulfilled marketing career . (See tables 2a., 2b.)

THE RESISTANCE CAROL THOMSON, KATLIN WILSON, KEN PARKS, JAMES WEINGAND THE RESISTANCE CAROL THOMSON, KATLIN WILSON, KEN PARKS, JORDAN ADAMS, JAMES WEINGAND

CAN I FIND A JOB?

WORK AND JEDI

TRAINING?

I NEED AN INTERNSHIP FOR

SUCCESS

SAVING THE MARKETING

GALAXYYODA’S

CLIENT BASED TRAINING

AFFORDABLE?

WHAT POSITIONING STRATEGY SHOULD BLUEZZOON USE?


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JEDI

MAS

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NETW

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NG W

ITH

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CREATES AN INSPIRATIONAL AND MOTIVATIONAL ENVIRONMENT FOR MARKETING JEDI'S FINDING THEIR PASSION

Awakening Marketing JedisRecommendation: Bluezzoon should create an inspirational and motivational environment for jedi’s finding their passion while giving them access to marketing industry jedi masters and their knowledge to help jedi’s in training to be successful post-graduation.

HOW TO GET PROSPECTIVE CUSTOMERS IN SPRING 2017?


AWAKEN THE MARKETING FORCE

YOU WILL

MASTER YODA’S MARKETING CLASS

HELPED ME DEVELOP MY PASSION FOR

MARKETING

RECOMMENDATION: BLUEZZOON SHOULD MEET WITH STUDENTS IN HIS COMPETITORS CLASSES OR AT STUDENT ORIENTATION PROMOTING HOW HIS CLASS IS PRICE CONSCIOUS AND VERY IMPACTFUL WHEN IT COMES TO REAL WORLD MARKETING EXPERIENCE AS WELL AS HELPFUL IN FUTURE JOB OPPORTUNITIES. HE SHOULD

BRING FORMER JEDI STUDENTS, NOW JEDI MASTERS TO HELP DEMONSTRATE THE MARKETING FORCE

APPENDIX

TABLE 1A. SOCIAL MEDIA FOLLOWING TABLE 1B. BLUEZZOON INTERNAL ANALYSIS TABLE 1C. COMPETITIVE ANALYSIS - STRENGTHS TABLE 1D. COMPETITIVE ANALYSIS - WEAKNESSES TABLE 1E. EXTERNAL ANALYSIS TABLE 1F. SWOT ANALYSIS SUMMARY TABLE 2A. SEGMENT PROFILE TABLE 2B. SUMMARY OF TARGET MARKETING FIGURE 1. PERCEPTUAL MAP TABLE 3. SUMMARY OF MARKETING MIX

Table 1a. Social Media Following

Company Name Bluezzoon NKU Sports Business NKU Center for Economic Education

MRPP INKUbator

Instagram 227 Followers 86 Followers 37 Followers N/A N/A

Facebook 710 Likes 42 Members 76 Likes N/A 162 Likes

Twitter 149 Followers 121 Followers 334 Followers N/A 301 Followers

LinkedIn 63 Followers N/A N/A N/A 50 Members

Bottom Line Bluezzoon has a wide range of SM sites that are active and engaging with audience.

NKU Sports Business Club is on social media sites but no professional presence on LinkedIn

NKU Center of Eco. Education has a Facebook, Twitter and Instagram but no LinkedIn account

MRPP has no social media presence whatsoever.

INKUbator lacks Instagram presence but is active on other SM accounts.

Major Finding NKU Haile College of Business offers a wide variety of different clubs and brands to be apart of and engage with on social media. Bluezzoon is the easiest brand to find on social media as it is active and engaging on all major social media websites given in the table; providing current and potential jedi’s a choice of their own to follow.


Table 1b. Bluezzoon: Internal Analysis

Strengths Weaknesses

Company 1. Diverse network of professors & clients w/ real marketing experience 2. Small/ Intimate class rooms3. Devotion to student success

1. Large commuting population 2. Lacks ‘College town’ feel 3. Brand name and vision confusion

Brand 1. Unique brand name/ Logo 2. Mentoring students to be successful 3. Creates an inspirational and motivational environment for marketing

1. Brand and NKU connection? 2. Limited to classroom with Yoda (Dr. Raska)3. Brand ethos connection to class theme

Product 1. Work experience through client-based projects 2. Networking students to potential jobs, industry professionals3. Engages students for ‘Dream Team’ opportunities

1. Stressful workload 2. challenging, Fast paced, unclear3. No online class

Channels 1. Small, Intimate, Comfortable classrooms2. Classrooms easy to access3. Wi-fi friendly

1. Limited to NKU Classrooms2. Uncomfortable chairs and tables3. Boring classrooms

Promotion 1. Active and Engaging SM presence 2. In-Class Promotions 3. Fundraising Opportunities

1. Social media revolves around Instagram2. Website under construction 3. Weak twitter following

Price 1. No textbook fee 2. Price embedded in tuition 3. Free social media

1. Workbook printing costs2. Parking 3. Extra supplies

Bottom Line Bluezzoon creates a unique environment for NKU business Jedi padawans by unleashing their marketing skills with engaging, hands-on marketing experiences while connecting past, present, and future jedi’s by actively engaging on Social media.

While battling with jedi confusion of what it’s brand character is, Bluezzoon’s training comes with a challenging and at sometimes, stressful workload that can be unclear, and come with a hefty printing cost.


Table 1c. Competitive Analysis Strengths

Bluezzoon NKU Sports Business NKU Center for Economic Education

MRPP INKUbator

Company 1. Expanding network, diverse professor experience 2. Faculty to student ratio is small 3. Vision strives for student success

1. AACSB accredited 2. Experienced professors 3. Diverse classes to enhance students

1. Passion for growth at NKU 2. Collaborations with other universities3. Small class sizes

1. Diverse, experienced professors 2. Partnered with 6 respected marketing research companies 3. Big student audience to attract

1. Raised 1 million in capital 2. Launched more than a dozen startups3. Rated top 5 incubators in 14’ & 15’

Brand 1. Unique logo and different brand 2. Mentoring students marketing success3. Ignites students passion for marketing

1. Students have future opportunity2. Students Involved with University3. Supports NKU Sports

1. Fundraising club on campus2. Linked to NKU with gold shirt3. Multiple professors available

1. Best program in the area 2. Gain Real life marketing experience 3. Responsible for 100 students marketing jobs

1. All students and alumni are welcome 2. Care for graduates businesses 3. MIT notoriety

Product 1. Client based projects provide real marketing experience 2. Chance to connect with future job opportunities and build resume 3. American Marketing Association opportunities

1. Work experience with professionals2. Resume building experience 3. Building connections to future employment

1. Fun projects2. Real world group projects3. One main project

1. Companies don’t pay for services 2. Large amount of marketing jobs in Cincinnati to be connected to 3. Mentors that were successful from program speak and mentor to students

1. Presenting new ideas to start your business2. Possible job creation 3. Connections to help enhance your business idea

Channels 1. Small classrooms, comfy classrooms2. Easily accessible 3. Wi-fi availability

1. Concentrated work space 2. Accessible classrooms3. Wi-fi friendly

1. Works to reach new student through NECO2. Campus event held each semester3. High school classes

1. Intimate class room sizes 2. Accessible campus3. Wi-fi friendly

1. Weekly seminars 2. Easily accessible at NKU 3. Mentors can be met off campus

Promotion 1. Active and Engaging on Social Media 2. Fundraising opportunities3. In-class promotions

1. Word of mouth promotion 2. Connecting class to social media concepts 3. Highly involved with sports club activities

1. An event on campus Econ Beats2. Active on Twitter3. Available on multiple SM sites

1. News notoriety from major news outlets2. Promotion from past employers (Cinci Zoo)3. NKU website headline

1.Possible scholarship opportunities2. Good work space 3. Local businesses mentor students

Price 1. No textbook fee 2. Price embedded in tuition 3. No cost associated with social media

1. Free social media 2. Price embedded in tuition 3. Value of experience priceless

1. Class price in tuition 2. Grand prize winner in winning team 3. Smaller prizes for participants

1. Price embedded in tuition 2. Valuable price/time ratio 3. Pro-bono work

1. No cost to apply2. Countless re-applications3. Price embedded in tuition

Bottom Line Bluezzoon offers a hands on marketing experience by using marketing based client projects and real marketing work to provide future job opportunities for jedi’s

NKU Sports Business gives it jedi’s professional sport team experience while letting the jedi’s get involved with NKU in a concentrated work space.

NKU Center of Economic Education provides jedi’s with fun projects and has a diverse set of channels to reach potential target customer

MRPP gives jedi’s a real marketing research experience by partnering with 6 respected research companies in the world and with this they receive news outlet notoriety

INKUbator gives jedi’s a unique chance to bring their Entrepreneurial ideas to life by supplying jedi’s with weekly business seminars and providing mentors off campus

Major Finding Bluezzoon offers a unique and different marketing expirience by providing jedi’s with an expansive marketing network, client based projects and igniting Jedi’s passion for marketing through the cozy classes of NKU and the chance of for fulfilling Jedi’s careers with future employment opportunities


Table 1d. Competitive Analysis Weaknesses

Bluezzoon NKU Sports Business NKU Center for Economic Education

MRPP INKUbator

Company 1. Not the typical ‘College town’ 2. Commuter based campus3. Brand not associated with self-confidence

1. Commuter based college 2. Limited area of sports 3. Limited to college of business

1. Not a typical ‘college town’ 2. Commuter based college 3. Low student involvement

1. Small student interest2. Lack of students in marketing 3. Limited partnered companies

1. Smaller sized University surrounded by larger universities 2. Competing with 300 other university based incubators 3. Still growing, started in 2012

Brand 1. ‘Bluezzoon' name not linked to NKU 2. Class limited to the amount of time with Dr. Raska 3. No online version of classes

1. Confused with Sports Business Club 2. Limited to Haile college of business3. Not focused on connecting with individuals

1. No established logo 2. No brand name 3. Only brands associated are NKU and Econ Beats event

1. Low participation by students2. Students only focus on research, not other professional skills 3. partners may not take it serious

1. A lot of students don’t know of it’s existence 2. competing with other local start up’s3. competing with other university students with business ideas

Product 1. Stressful workload 2. Intimidating work, unclear at times3. No online version

1. Diverse activities to attend 2. Not popular among business programs 3. Small course selection

1. Little real work experience 2. No strong connections to jobs3. Lots of time spent outside of classroom

1. Stressful workload 2. Fast, quick deadlines3. Small connection within research companies

1. Student’s worry about competition 2. Still a young/ growing incubator

Channels 1. Limited to time at NKU, in class2. Lackluster chairs and tables3. Unoriginal Twitter content

1. Limited to Business building 2. Plain classrooms3. Not an inviting atmosphere

1. Bland classrooms2. No classrooms outside COB3. Uncomfortable seating

1. Limited to Business building 2. Lackluster tables and chairs 3. AC uncomfortable

1.Small class to submit ideas2. Execution might take longer than 12 weeks 3. Work might take you away from campus

Promotion 1. Social media revolved around Instagram2. Website under construction 3. Lacks Twitter following with unoriginal content

1. No professional SM (LinkedIn 2. No Facebook presence 3. Twitter focus

1. Not located in frequent town 2. Commuter based campus3. Low student campus involvement

1. No Social media online presence 2. No in class promotions 3. Newspapers on NKU’s site is only source of promotion

1.Not all applicants accepted 2. May take longer than expected 3. Must be willing to network and travel

Price 1. Workbook Printing costs2. Parking fees 3. Gas to get to NKU (commuters)

1. Parking fees2. School supplies3. Textbook requirements

1. Books are required 2. Parking passes are required to park on campus3. Cost in video class project

1. Travel costs2. Supplies3. Presentation materials

1.Cost of networking (Dinner,lunches)2. Presentation supplies 3. Travel costs (gas)

Bottom Line Bluezzoon’s classes come with a stressful workload and sometimes can be unclear with the intimidating work and limited class time

NKU Sports Business is limited to the NKU business building while lacking a social media presence and can be seen as not inviting

NKU Center for Economic Education is faced with the fact that the campus isn’t offering a lot. Student commuters are worried about pricing.

MRPP is battling small student interest because the lack of a social media presence and a stressful workload that has quick deadlines

INKUbator is still a young and growing program that competes with other incubators in the area to create entrepreneurial success.

Major Finding Being seen as a class that’s very time consuming and provides a stressful workload, Bluezzoon is an intimidating class structure that is only based around Instagram outside of the classroom and comes with a hefty printing cost.


Table 1e. External Analysis

Opportunities Threats

Suppliers 1. Networking/collaborating with alumni 2. Find budget for teaching assistants

1. Lack of federal funding 2. Layoffs on campus

Channels 1. Available online classes2. Classrooms easier to access

1. Uncomfortable chairs 2. Classrooms are outdated

Target Customers 1. High schoolers thinking about NKU 2. Students who enjoy social media

1. Students worried about debt2. Students busy lives

Competition 1. Collaborating with other COB programs2. Cross marketing networking opportunities

1. Online classes2. Co-op/ Internship opportunities

Society & Culture 1. Value of education to positively in career2. Creating perspective on culture and environment

1. Trade schools other forms of education 2. Less value in college degree

Economy 1. Midwest low income levels2. unemployment in area

1. Layoffs on and off campus 2. Raising tuition

Political & Legal 1. Accreditation regulation 2. Education field development

1. Budget cuts at NKU 2. NKU media limited to legal purposes

Tech, Communication & Transportation

1. App and online technologies updated 2. New social media trends

1. Updating media frequently 2. App to show Professor Ratings

Natural Environment 1. More snow fall in area 2. Changing weather conditions

1. Increased cancellations to weather2. Natural disasters

Bottom Line There is a high demand for alternate classes options such at hybrid and online classes. There is also an opening for future jedi’s (High school students) to intergrade to engage on social media. Dr. David Raska (master Yoda) has the opportunities to work on all of these and to increase the value of his training.

There is a disturbance in the force to Bluezzoon by the change in social media trends, economics uncertainty and busy schedules of college jedi’s.


Table 1f. SWOT Analysis Summary

Bluezzoon

Strengths Bluezzoon creates a unique marketing experience by inspiring, motivating and engaging NKU business students with rare, hands-on client based real work project experience(s) that connects students to future employers and industry professionals personally while building their resume’s by inviting them into an intimate business classroom and providing them with engagement outside of the classroom on Bluezzoon’s social media.

Weaknesses With a stressful, intimidating workload, Bluezzoon’s classes can be seen as some what difficult, time consuming, and challenging. While battling this, Bluezzoon faces the challenge of how students see it’s brand vision and ethos.

Opportunities Bluezzoon can connect with more students by applying online classes or hybrid classes to cater to the demand of students, Providing a high school outreach that shows the potential of future job opportunities after college can help Bluezzoon reach new students before they select a college to attend.

Threats Bluezzoon faces a rapidly changing social media market that changes by the year or even sooner while facing a unpredictable U.S. economy that causes uncertainty in the cost of education.

Major Finding Bluezzoon’s classes offer NKU students the chance to develop an invaluable skill set that major marketing firms are seeking in new hires. Having real world marketing experience and the knowledge to use every major social media site as they relate to the marketing business world, is something that most graduating jedi’s will not have (but Dr. Raska’s student will). However, the real fact of growing tuition rates, and jedi’s having to find more time to work is something that may scare some jedi’s away from Bluezzoon’s classes.


Table 2a. Segment ProfileDemographics

Name NKU Business jedi’s

Age Late teens, early twenties

Gender More then half is Male

Family Status SingleWorriesPotential future job, bank account, graduating, and family

Children No children

Job Part time

Education Marketing degree in progress

Income Less than 20,000

Location Tri-state(KY,OH,IN)

Ethnicity Caucasian

Religion Mostly religiousPsychographics

Interest Sports, family, technology

Values Family, honest, kind

Traits Engaging, passionateBehavioral

Stores Kroger,Target,Khols, Apple

Brands Nike,Apple,Patagonia,Chiptole

Music Country, Pop

TV/Movies The Office, Harry Potter, Star Wars

Places Beaches of Florida

Celebrities LeBron,Kobe,Will Ferrell

Online Xbox, Playstion, Instagram, Facebook

Bottom line:

Luke is a caucasian NKU Business Student that has a part-time job at Apple. He enjoys eating at Chipotle and playing basketball with friends. He is very honest when hesays he worries about graduating, future job, and money.


Table 2b. Summary of Target MarketingUnique and different product/brand attributes Customer’s unsatisfied needs Most important and easily communicated product/brand

attributes

1 Extensive job network and possible connections Concerned about life after college Extensive job network and possible connections

2 Real client based projects Doesn’t have a marketing internship Real client based projects

3 Experience that gives you an advantage over competition

Friendship and honesty

4 Active social media Enjoying the environment

5 Unique workbook NKU Business jedi’s wanting marketing degree

Bottom lines With real client based projects and an extensive job network will give you advantages over competition

With life concerns after college and no marketing internship and building honest friends

With real client based projects, an extensive job network, and an engaging social media it not only excites, but also challenges them to get their best work

Major Finding Luke is an NKU Business Student who is concerned with life after college and why he doesn’t have a marketing internship. He is hoping to gain experience and advantages over the competition with real client based projects, future job connections, and challenging classwork that can also be exciting.


Provides many opportunities for real work experiences, mentoring and networking with professionals

Creates an inspirational and motivational environment for

marketing students finding their passion

Creating a routine college class experience for students trying to

graduate

Provides less opportunities for real work experiences and little networking with professionals

Figure 1. Perceptual Map


Table 3. Summary of Marketing Mix

Product Price Promotion Place

1 Networking connections to future employers and industry professionals

No Textbook fee Engaging social media that includes students work

Intimate, Comfortable classrooms in COB

2 Real marketing work experience with engaging class structure

Price is in tuition In-class internships and co-op opportunities

Wi-fi friendly

3 Hands-on, fun, ‘Dream Team’ opportunities Free social media In-class fundraising opportunities Campus Easily accessible

4 Motivation to find marketing passion Free Nutella tasting’s American Marketing Association acknowledged

All located in one building

5 Unique brand name with motivational and passion driven ethos

No Wifi cost Movie themed classes Office is close by

Bottom Line Gain hand-on real marketing work experience with connecting to industry professionals and find your marketing passion

The cost of a 3 hour credit course that provides a class with no textbook, free Nutella as well as free Wi-fi

Student engaging social media, along with AMA acknowledgment that provides in-class internships

Intimate class and University size that’s wifi friendly with Yoda’s office close by

Major Finding Bluezzoon jedi’s gain hands on, real marketing work experience and connections to industry professionals at the price of a 3 hour credit course ($1,000) and no textbook fee. Jedi’s get involved in and outside of the classroom by engaging with Dr. Raska on social media and have the potential to be AMA acknowledged.


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