presentation - slide deck

[Shana Rusonis]

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Shana Rusonis
Candidate for B.A. in English
University of Pennsylvania '12
410.707.1286 | srus...@gmail.com

[Marc Bortz]

3 Actionable Recommendations

·      Parents

o   Market to the parents when they are on and off campus

§  Publications Penn parents and Alumni read

§  Sheraton and Inn at Penn targeted marketing

o   More willing to pay than students

o   Want to have activities for two different reasons

§  Have activity to do with kids

§  Have way to fill free time during NSO etc when students are busy

·      Subsidies and Student Groups

o   Students are more willing to go when tour is fully or partially subsidized

§  % who said yes to fully subsidized and yes to partially subsidized

§  % of students who said Price was a major factor

o   Students are in groups that have these abilities and affiliations

§  % of survey who had any affiliation

§   

·      Brand Ambassador

o   Having a student on campus to promote and run all aspects of your brand on campus is a great way to get in touch with the student body

§  % who said WOM or brand ambassador would be best way to increase awareness

§  Cialdini’s persuasion tactics:

·      Liking – they will like another student rather than outside advertiser

·      Social Proof – if students believe that many other students are taking tours, they will want to as well

o   Need to have ability to persuade students to go on tours

§  Product Differentiation

·      Use the direct contact to differentiate your tour from other activities AND routine meals

·       

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Marc S. Bortz
Wharton School of Business, Class of 2012
Email - <Bor...@wharton.upenn.edu>