1 TABLE OF CONTENTS
Executive Summary
SECTION 1
Competitive Analysis:
Section 1.1: Introduction to Competitive Analysis
Section 1.2: Industry Analysis
Section 1.3: Rutgers Bookstores
Section 1.3-a: Basic Findings at Rutgers Bookstores
Section 1.4: Market Size
Section 1.4-a: Key Findings
Section 1.4-b SC&I Store – Basic Findings and SWOT
Section 1.5: Conclusion
SECTION 2
Market Research:
Section 2.1: Introduction
Section 2.2: The Online Shopping Marketplace
Section 2.3: Market Research Overview
Section 2.4: Results & Analysis
Section 2.5: Conclusion
SECTION 3
Promotional Planning:
Section 3.1: Social Media & Promotional Opportunities
Section 3.1-a: Facebook
Section 3.1-b: Facebook Advertisements
Section 3.1-c: Instagram
Section 3.1-d: Twitter
*Advertising on Twitter*
Section 3.2: Social Media Contests
Section 3.2-a: Scavenger Hunt
Section 3.2-b: Design Contests
Section 3.2-c: Re-upload Contests
Section 3.3: Promotion Through Emails
Section 3.4: Advertising Through Rutgers Media
Section 3.4-a: RU-tv
Section 3.4-b: The Daily Targum
Section 3.5: Budget Recommendation
Section 3.6: Promotional Timeline
Section 3.7: SEO Keywords
Section 3.8: Evaluation Metrics
Section 3.9: Loyalty Programs
Section 3.9-a: Rewards Points Programs
Section 3.10: Vendors
Section 3.10-a: University Tees
Section 3.10-b: Online Shop
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2 Section 3.10-c: Apparel
Section 3.10-d: Screen Printing
Conclusion
Appendices
Authors
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3 SC&I Store Marketing Plan
Executive Summary
The School of Communication and Information has been thriving on Rutgers New
Brunswick campus since the 1980s. Now the school begins a new frontier of individual
branding within the University. We will market to current and prospective students,
administration, friends and family, and alumni through targeted media, such as the
internet, direct mail, the SC&I website, and publications.
We have analyzed the competition by looking at Universities similar to Rutgers along
with the several Bookstores across the Rutgers campus. Our findings identified
strengths and weakness in our competition and will help the school understand what
opportunities and threats are presented.
In comparing the Market Research and Competitive Analysis teams there is a clear cut
understanding of how to promote the most sought after apparel and overall the Store to
the target market. Using social media, contests, and on campus college events, the
SC&I store will effectively market apparel and accessories while deepening the roots of
the SC&I community through individual branding.
4 SC&I Store Marketing Plan
Competitive Analysis
In order to assess the state of competition in the collegiate merchandise space, we
analyzed online store offerings from other universities in order to see how they were
operated and what merchandise was sold. We began a broad market sample, and then
narrowed our analysis to focus on a few key competitors. Further utilizing the Chronicle
of Higher Education’s competitive analysis of peer institutions
(http://chronicle.com/article/Peers-Interactive-Data/134262/), allowed the team to
compare Rutgers University with those similar to it in enrollment, expenses, admissions
rates and other factors. The team unanimously chose roughly 10 schools that were the
closest to Rutgers; examples being University of Arizona, University of Delaware and
University of Maryland at College Park (Appendix A).
Next, we decided to examine other New Jersey colleges, due to their proximity and
relevance (Appendix A). After making a list of these schools, the group members
individually examined each assigned bookstore website, focusing on the university’s
presence in the region, what their online store offers, and their marketing and
advertising strategies. The findings concluded that there were hardly any school
websites that offer apparel or accessories specific to majors or individual schools. With
that said, within the Rutgers bookstores, several offer apparel branded for specific
schools including the Business School, Cook College and the School of Environmental
and Biological Sciences.
With the limited competition in the area of specified school branded apparel and
accessories, the competitive analysis group identified a strong definite market for the
SC&I online store.
Major Competing Universities
Following the above discussion, we decided to look at schools that were seen as
competitive with Rutgers University. The schools we found that were the most similar to
Rutgers on several levels were: Syracuse University, University of Delaware, Rowan,
Boston University, TCNJ, Penn State, UCLA, University of South Florida and
Montclair. Students at Rutgers were also seen as students that would be interested in
the previous schools mentioned because of the academic programs offered, the size of
the school, and the location of the school. Overall, we found that the Communication
schools at each of these universities did not have easily accessible online stores. The
only schools that seemed to offer the option of major-specific clothing were Boston
University and Rowan. Boston University had an option where an individual could
choose a t-shirt or hoodie and print the school of their choosing on it, where Rowan
listed Cooper Medical School apparel. Our group came to these findings by researching
the university apparel sites, calling the school stores on campus, and speaking to
students that are currently enrolled in the those schools.
5 Industry Analysis
College students are the most digitally connected demographic group in the US and
they represent a significant part of the online buying consumer and will be a long-term
potential market (Jongeun 2010). According to www.experience.com’s survey, 53% of
students research for up to 2 hours before purchasing a product or service. It also
shows that the majority of students purchase items because of online advertising. The
Rutgers bookstores carry a variety of strategically placed apparel and souvenirs. Since
online sales are more popular among students, when students enter the physical stores
for books, the store is arranged specifically to promote certain items. For example, NJ
Books places their more popular items like t-shirts and sweatshirts in the center of the
store. The books are sold in the back of the store, which means all students have to
walk past the clothing and accessories items first. Also, lanyards are strategically placed
by the register in hopes of students grabbing one to purchase with their other items. It
will be difficult for the SC&I Store to be solely online because consumers appreciate the
rich and engaging experience of an in-person store. However, many consumers who
are computer literate and have years of experience also enjoy online shopping (Mübin
2012).
Our research team conducted a number of interviews with other campus retail stores in
order to identify marketing opportunity. We gleamed several relevant findings from
these discussions. The County College of Morris representative, Jenny S. and went
over the median of prices of apparel, electronics, and other goods Prices ranged from
$4.98 to $9.99 for lanyards, $9.99 to $32.00 for t-shirts, and $27.98 to for $84.98 for
sweatshirts. We can conclude that this range is typical in the region. County College of
Morris offers an adequate selection of school supplies such as notebooks, pens,
pencils, etc. placed right next to the textbooks. The SC&I Store should promote the
school supplies in a similar fashion to attract attention to the products and convenience.
Moreover, Jenny discussed that certain items are sold more than others in the fall
semester as opposed to the spring semester. Therefore, SC&I should promote certain
items during different seasons. According to Jenny, “College bookstores seem to have
two busy seasons, during the holidays and graduation.” During these two seasons
mugs, shirts, travel mugs, pennants, and key chains are a big seller for the store.
Student, alumni, parents, and friends all purchase gift items with the college logo on it
for the holiday season and most importantly graduation season.
Looking at another university, Maggie W., the manager at Syracuse University’s main
campus bookstore, said that because Syracuse is a “brand name” university, like
Rutgers, that has a large alumni network Syracuse has a very high selection of apparel
and accessories both in stores and online. As the spring semester begins, the school
stores see an influx of purchases in clothing such as t-shirts, long sleeve shirts,
sweatpants, and also electronics (USB drives, headphones, and software), lanyards,
and key chains. “All bets are off” during the graduation season, where it seems that all
items are best sellers! So for SC&I, the store needs to make sure that there is sufficient
stock during the holidays. Also, at this time of the year all clothing that attributes
6 connections to family members are sold. (For example, proud grandparent or parent of
a SU alumni.) Therefore, SC&I Store should take into consideration the importance of
apparel that attributes connections to Rutgers and SC&I to market to alumni.
Rutgers Bookstores
Basic Findings at Rutgers Stores: Rutgers Bookstores are all conveniently located at
various locations on each Rutgers-New Brunswick campus (Appendix E). The group
found that each bookstore contained a variety of different Rutgers apparel and items;
the most popular being t-shirts, hoodies, and lanyards. The online Rutgers Barnes &
Noble bookstore also contains different styles of Rutgers apparel and accessories.
While the online store does not contain any school specific apparel, several physical
bookstores contained school specific apparel. The group discovered that Scarlet Fever
contained clothing geared towards Greek Life; it contained different Fraternity and
Sorority apparel such as keychains, mugs, and “lettered” t-shirts. Also, the Cook
Campus store contained many school specific clothing items. It contained clothing for
SEBS (School of Environmental and Biological Sciences), Mason Gross School of the
Arts, Douglass School, and “Cook College” clothing. While there is school specific
clothing out there, it is made very difficult to find, especially since it is not available on
any online Rutgers catalogues.
Based on our research, we analyzed the strengths, weaknesses, opportunities and
threats (SWOT) of Rutgers Bookstores. We gathered information from six Rutgers
Bookstores including Rutgers B&N, Spirit Store, Livingston Campus Store, Busch
Campus Store, NJ Books, and Scarlet Fever(Appendix E). Through extensive research,
we’ve gathered that most of the stores don’t have major or school specific apparel, and
if they do, it is very limited. We’ve assessed the strengths and weakness of all the
competitor stores.
7 Strengths
Weaknesses
• Easily accessible on campus; with
bookstore. There is heavy traffic that
goes past each bookstore every day.
• All owned by Barnes & Noble, (exceptions
being NJ Books and Scarlet Fever)
• Able to use Rutgers “R” on all clothing.
• Prices are fairly reasonable.
• Some stores contain school or hobby
specific merchandise:
• Cook campus contains clothing for
Douglass College, SEBS, and Mason
Gross School of the Arts
• Scarlet fever contains merchandise
geared towards Greek Life
• Not a heavy amount of online traffic to
their online stores
• Scarlet Fever: www.rutgersfever.com
• Rutgers Barnes & Noble:
rutgers.bncollege.com
• Because most Rutgers stores are owned
by Barnes & Noble, stores are not allowed
to make their own prices
• Access for non-Rutgers students (parents,
family, friends of students) is difficult
because of the parking situation on
campus and in the City of New Brunswick
Rutgers
Bookstores
Opportunites
• Advertising more on social media and
website
• With the right advertising, these stores
can receive a lot more traffic from nonstudents and students.
Threats
• Online stores are more convenient for
college students as opposed to going to
the physical store itself.
• Websites such as Amazon sell the same
apparel at very low prices.
After identifying the strengths, weaknesses, opportunities and threats of the bookstores
surrounding the Rutgers area, we decided to switch gears and began brainstorming
about the competitive aspects for the school itself. We used primary and secondary
data to draw on implications and create a SWOT analysis for the SC&I Store.
SC&I Store-Basic Findings and SWOT
Market Size
8 The School of Communication and Information includes roughly 1,800 undergraduate
majors in three degree-granting programs: Journalism and Media Studies,
Communication, and Library and Information Science. There are then an additional 550
masters students in two degree programs, 50 graduate students pursuing non-degree
certificates, and 120 doctoral students. There are 60 full-time faculty, 100 part-time
faculty, 60 teaching assistants and graduate assistants, 29 full time-staff members, and
about a dozen part-time staff members. When factoring in these numbers with at least
one family member or friend from each student and faculty member, that creates more
than 5,500 people for a possible market size; keeping in mind that most of these people
would have more than one family or friend interested in some sort of SCI apparel or
accessory.
http://comminfo.rutgers.edu/index.php?searchword=how+many+alumni&Submit=&optio
n=com_search#.UKr3wc1C_3I
Key Findings: Following on our initial research, we conducted a SWOT analysis on the
Rutgers SC&I Store. We utilized the findings of our primary and secondary research as
the foundation of our analysis for the future of SC&I. This helped the group to better
understand where the SC&I Store would stand amongst its competition when the store
makes its presence in January of 2013.
When considering the strengths of the SC&I Store, the premise of the SC&I Store was
instantly recognized by the competitive analysis group as we are all SC&I students. The
SC&I Store would allow students, parents, and alumni to have specifically branded
merchandise ready for purchase from the School of Communication and Information.
Therefore, building strong ties to the community of students and alumni who feel
‘eligible’ to wear such articles of clothing or carry such accessories would drive revenue.
Pahnila and Warsta (2010) found that online shopping can be viewed from a valuebased point of view. They stated that “individuals create their behavior towards the
information system based on their interaction with each other and membership of a
social environment or the influence of important people may have a persuasive
influence on whether or not to perform a specific behavior” (625). The intention to adopt
information technology is majorly influenced by social factors. In other words, the fact
that SC&I students will be able to feel as though they are a part of something by
wearing the merchandise of their school will help in the sales of the online store.
Another strength of the SC&I Store is the fact that it is online. Not many other stores on
campus offer this option and an online store guarantees access to anyone, no matter
where they may reside. Therefore, it is beneficial that the SC&I Store be online to
potentially reach a greater audience. For example, alumni of the SC&I school that
reside in different parts of the country. The online setting builds other strengths for the
store, such as having the option to track sales and measure data to build predictive
modeling for greater revenue. Store administrators can easily see who is visiting the
website, who is buying, and what things are selling best. The online format also creates
an easily maintainable retail location, as opposed to a physical store where visuals,
order and merchandise stock are key to sales. Finally, the fact that the SC&I Store
would be promoted on high-traffic Rutgers webpages could lead to an increase in
9 website viewers and potential customers.
Although many strengths exists for the SC&I Store, weaknesses are also probable.
When considering universities with well-known programs for communication, journalism,
etc., Rutgers University is not the most recognized. According to Education Portal, a
source that publishes scholarly reviews of universities across the country, the top
Communication programs in the country come from the Newhouse School of
Communication at Syracuse University and School of Communication at Northwestern
University. Thus, SC&I is not a highly recognizable program outside of New Jersey. This
could lead to a decrease in volume of store visitors.
A key target customer of the SC&I Store is alumni. The fact that SC&I has gradually
changed its name from the former, SCILS, could prove to be detrimental to sales as
alumni may not identify with the new look and feel of the program and thus, not want to
wear the brand. Following this, according to market research, both students and alumni
would be generally unhappy with having blue as the focal color of the SC&I
merchandise as red, or scarlet, is Rutgers’ signature color.
In previous communication, the client has indicated that the store will not be able to
utilize the Rutgers logo. The inability to utilize the Rutgers logo could create
disappointment amongst target segments. While there were many strengths arising
from the store’s format of being online-only, there are also some weaknesses that stem
from this fact. First, online-only means it will be difficult for potential customers to view
the clothing and accessories in person to fully assess whether the product is worth their
purchase. Second, this format could decrease the likelihood of spontaneous shopping
for someone who happens to walk by a shop and stop in without intention, especially if
individuals like to shop in person. The small target population creates an added
weakness for the SC&I Store. Of the 20,000 undergraduates of Rutgers students, only
1,800 are current SC&I students. SC&I students are also Rutgers students; the duality
could affect their shopping habits when deciding to purchase apparel that relate to their
major or overall school.
In addition to analyzing potential weaknesses, we identified a number of opportunities
for the SC&I Store. This school specific branding is a new concept to the campus, in
general. It is also a brand new journey that the School of Communication and
Information has never taken. Thus, there is territory just waiting to be explored by both
Store administration and target customers. The fact that this store is being run by SC&I
administration could also mean opportunity for the store and program offerings. The
SC&I Store can provides community in which students can feel they are a part of
something, especially when there is merchandise to show it proudly. Thus, this could
also lead to more students applying to the program because there is such a strong
community available to the prospective students. This would benefit both students and
SC&I administration. Many of the stores on campus are owned by Barnes & Noble. The
fact that the SC&I Store is going to be owned separately from others means that the
administrators have the ability to decide on web design, price, and promotions. This
could lead to a more competitive and successful SC&I Store. The diversity of the
10 Rutgers community has gives the store the opportunity to reach a vast group of
individuals coming from multiple backgrounds, therefore reaching the families and
friends of students in different regions and beyond.
There are a number of potential threats facing a SC&I Store. The first threat has to do
with reputation. Compared to the popular stores on campus that have been there for
years and owned by a big company like Barnes & Noble, the SC&I Stores holds a very
miniscule reputation. A reputation cannot be pulled out of thin air; thus, the SC&I Store
will need to work that much harder to create a reputation for themselves. Some stores
on the Rutgers campus and other nearby campuses offer both in-person shopping as
well as online shopping. This could be threatening to the SC&I Store because it could
prevent individuals for picking this store over another simply because they can go in
person to see the merchandise if they should wish or convenience. A final threat has to
do with SC&I’s biggest competitor: Barnes & Noble. Such a highly-acclaimed brand
means more money to work with in creating designs. Because the SC&I Store is starting
from scratch, they have to work harder on less money.
11 Strengths
Weaknesses
• Offers specific branded clothing/
accessories to the School of
Communication
• Accessible to anyone
• Easy to maintain
• Linked in a high-traffic area on school
website
• Easy to track - who is visiting, who is
buying, etc.
• SC&I not a very well-known
• Changed name to SC&I from SCILS some alum may not want SCI branded
clothing
• Not able to see anything in person before
purchasing
• Can’t walk in and shop casually
• Can’t use Rutgers “R”, using Blue as the
color
• 1800 SCI students, al lmust decide to buy
RU apparel or SCI specific apparel
SC&I Store
Opportunities
• New territory - never been explored before
• Is not owned by Barnes and Noble, more
freedom for design of website and apparel
• Because it’s online, easy to link and make
accessible through social media
• Reach a diverse group of people, including
people not physically at the school or in
the state and the store is not owned by
another company, we create our own
prices
Threats
• Barnes and Noble has a solid reputation at
all colleges
• Other stores have physical stores, not just
online
• B&N have higher budgets to create
clothing/accessories
Conclusion
Given the preceding analysis, we have come to several conclusions that will help to
make informed decisions when developing the SC&I online store. Since there are few
competing universities that offer school/major specified clothing, there is a definite
market for our store and we could be seen as one of the first—if we advertise and
marketing effectively and efficiently. We examined other Rutgers Bookstores as a
reference to help determine successful advertising/marketing practices. As seen from
Rutgers Bookstores and other universities bookstores, social media as well as the use
of student emails are both important factors.
12 We know our market—students in any of the three majors in the School of
Communication and Information, alumni, faculty/staff and family and friends. This gives
us a rough market size of 5,500 people to base the store on.
Based on in store evaluation, we found three products to be most popular — lanyards, tshirts and sweatshirts. Lanyards had the most consistent price comparisons, all starting
at $3.98 and going up to $9.98. T-shirt prices varied, the least expensive (not including
sale items) was $9.99 and the most expensive was $50.00. Sweatshirts also varied
greatly, from $24.99 to $95.00, so all of these prices give us basic starting points to
work with.
One very useful factor that we have learned in our research is that people will behave a
certain way because they are a member of a certain group or social environment. Our
findings show that our target market will purchase merchandise that helps them feel as
though they are a part of a larger community, which is what school-specific SC&I
apparel will provide.
These graphs represent the range of prices of the three most popular items sold by all
the competitors analyzed in the study.
Lanyards Price Range
$12.00
$9.99
$10.00
Price
$7.98
$8.00
$6.98
$6.09
$6.00
$3.98
$3.98
$3.98
$3.98
$3.98
$3.99
$4.00
$2.00
$0.00
Figure 1: A simple range of prices of lanyards
$3.37
13 Sweatshirt Price Range
$90.00 $80.00 Price
$70.00 $60.00 $50.00 $79.98 $70 $70.00 $50.00 $49.99 $36.98 $40.00 $30.00 $39.98 $29.98 $27.95 $36.98 $32.98 $29.99 $48.99 $26.99 $20.00 $10.00 $0.00 Figure 2: A simple range of prices for Sweatshirts
T-shirt Price Range
$35.00
$32.00
$30
$29.99
$27.98
$30.00
$26.99
Price
$25.00
$21.98
$18.98
$20.00
$15.00
$15.98
$19.98
$19.99
$14.99
$12.99
$15.00
$9.99
$10.00
$5.00
$0.00
Figure 3: A simple range of prices for T-shirts
14 Market Research
Introduction
The Rutgers School of Communication and Information (SC&I) has recently decided to
open an online store. Market research has been conducted in order to determine what
consumers would be interested in purchasing from the SC&I store. Information was
obtained from two focus groups and an online survey distributed to Rutgers students,
family, friends, and alumni. Secondary data on college students, online shopping, and
purchasing trends was also collected that support our survey findings. The data
gathered helped to flesh out target demographics, interest in specific types of
merchandise, and trends in consumer social media usage.
The Online Shopping Marketplace
Consumer goods, like most other sectors in today’s economy, are struggling to recover
in the wake of the recession. Shoppers are actively seeking out opportunities to save
money and are exhibiting different behaviors as a result. In an effort to save time and
money, savvy consumers are moving away from physical retail locations and into online
environments. Specifically, more than 80% of college students say that the economy
still impacts their spending (Grannis, 2012). Smarter and more frugal shopping is
increasing the amount of time and money college students spend shopping on the
Internet because of its wide array of comparative options. Rutgers School of
Communication & Information’s online store opening should be well received in this
market by students, faculty, and anyone affiliated with the SC&I.
As previously mentioned, online shopping is becoming the preferred option for
consumers in the target market for the SC&I Store. This upcoming school year, nearly
20% of consumers plan to shop online; compared to 15% last year. In addition, almost 4
in 10 will be executing their school shopping completely online, compared to 3 in 10 last
year (Grannis, 2012). There is a steady increase and clear pattern as to where
individuals are taking their business; Americans feel that web based stores are a more
effective and convenient way to shop.
Online shoppers find a website's customer service features to be very important and will
influence their future online purchasing habits. Good customer service in an online
environment is characterized by being able to return unsatisfactory products, being able
to track purchases, and being able to receive help via phone and email. Since college
students’ use of credit cards for online shopping has increased dramatically, online
customers want privacy with their purchases in terms of confidentiality of personal
information and security of credit card numbers (Norton & Seock, 2008).
With an ever-increasing number of smartphone users in the college and student
demographics the creation of a SC&I mobile application (“app”) where students’
15 families, faculty, and alumni can go for information on what is going on at SC&I would
be worth considering. Furthermore, the online store can be connected to this
application. Trends are pointing to consumers using these applications to make
purchases while also receiving discounts and coupons. The key is to make the interface
simple enough that the consumer is able to freely maneuver through the store with
ease, in order to make the shopping experience as effortless as possible. Trends also
point to customers wanting to see discounts that come along with the app. Consumers'
primary demands of mobile shopping apps would be likely to be: finding deals,
comparison shopping, getting coupons in store, and simplifying the shopping
experience (Wabler, 2011). Consumers would want to be assured that they are getting
a reward for downloading and using the SC&I app, providing discounts and promotional
coupons on merchandise would be a great incentive for their commitment to the SC&I
brand.
Market Research Overview
With regards to market research, focus groups were conducted to obtain general
feedback regarding interest in the store and on potential merchandise and branding
efforts. Two focus groups were held with an average of four participants in each; the
first group consisted solely of students and the second group consisted of students and
faculty. General reactions to an online SC&I store were discussed along with topics
such as product type, price, and style. Also, interest levels in items pertaining to
particular majors and minors were examined. Responses seemed to be positive across
the board, with one female student describing the idea as “about time!”
We obtained information from students and faculty within our focus groups that
contributed directly to our survey questions. Specifically, items other than apparel that
individuals would be interested in purchasing from the SC&I store, such as:
•
•
•
•
Smartphone cases
Flash drives
Lanyards
School supplies
We also found that consumers would be inclined to purchase products with designs
along the following stylistic/thematic categories:
•
•
•
Quirky/Humorous
Trendy/Stylish
Classic Collegiate
Purchase preferences were explained to be dependent on who they are purchasing for,
i.e. themselves, friends, or loved ones. Individuals also expressed that they would be
willing to pay higher prices for better quality brands, such as Nike or American Apparel,
and they would also be willing to purchase lower quality brands for informal use, such
16 as Gildan or Fruit of the Loom, providing the prices were inexpensive. The survey
derived from the focus groups addresses each of the consumers’:
• Shopping preferences
o Offline and online
• Technology use
• Social media preferences
• Branding/content on apparel
• Color/design preferences
The participants in this survey included Rutgers students, alumni, faculty, family, and
friends. Additionally, research was done to explore secondary data to correspond with
the primary research regarding potential consumers. The following analysis explains the
significant findings from the survey responses.
Results & Analysis
Figure 4: Interest in Store
Figure 4, displayed above, shows the general interest level of individuals in a School of
Communication and Information online store. Roughly 50% of those surveyed were
either ‘interested’ or ‘very interested’ in an online store; while less than 18% of
individuals were ‘very uninterested’ or ‘uninterested’ in the prospective store. The data
collected indicates that, particularly among students, faculty, and alumni, there is
significant interest in the prospect of a SC&I school store. As mentioned, consumers in
general are moving online to make their school-related purchases, our survey reflects
this growing trend (Grannis, 2012),
17 Figure 5: Interest in Online Store by Affiliation
When the interest level in the online store is broken down by affiliation to Rutgers
University, one can see there are significantly differentiated levels of interest among the
targeted demographics. The demographics tested include family and friends of
students, alumni, faculty and staff, and students. Faculty and staff rise above the other
groups, as ~70% marked either ‘interested’ or ‘very interested.’ The student and alumni
groups are a close second for ‘interested’ and ‘very interested’ at ~ 50% each. This
seems to be appropriate considering faculty, students and alumni typically have close
ties to the university community.
Nearly 30% of family and friends indicated ‘very uninterested’ in an online store; this is
likely because friends and family are not intimately tied to the day-to-day workings of the
school and its culture. Typically, a student at a university purchases products from the
school for their friends and families, as opposed to them buying it from the university
themselves. However, even though these numbers indicate low interest among family
members, families in particular say they will be shopping more online for school-related
supplies in an effort to get maximum value (Grannis, 2012). Low interest on the part of
family and friends could also be due to the geographic separation of families from their
own or their child’s school, so if products were available in an online space, purchases
could be made with much more ease.
18 Figure 6: Likeliness to Purchase
As indicated in Figure 6, those surveyed reported significant interest in being able to
purchase apparel and office supplies from the SC&I store; while electronic accessories
and a broad range of other products (including vests, binders, and pencils) were viewed
as less desirable. Data gathered indicates that apparel will likely be the most popular
and desirable category of goods available in the store. In particular, short sleeve shirts,
long sleeve shirts, sweatshirts, and hooded sweatshirts polled well across all four major
demographics. Figure 6 illustrates potential customers’ likelihood of purchasing
merchandise that has been branded to their specific major or to their area of interest
more specifically. This information can be relevant because it allows for the school to
not just sell merchandise for the SCI brand, but also for specific areas of study. From
the data it seems as though the targeted market would like to see products that have
some sort major branding. Over half of the respondents said that they would be likely to
purchase products that have been branded to a specific major. Much of the interest in
branding by affiliation is related to school pride and willingness to show others one’s
particular area of study. While the sample size is relatively small, it is large enough to
operate as an effective gauge of how the larger market would respond to branding
efforts broken down by major.
Aesthetics play an important role in purchasing decisions, particularly for apparel. Data
was collected, and can be seen in Figure 7 below, as to the best color scheme for
certain target demographics. Those surveyed responded particularly well to the notion
of including an array of merchandise that is Rutgers Scarlet themed; ~70% of
respondents claimed they would either be ‘likely’ or ‘very likely’ to purchase an item
branded in Rutgers Scarlet. Sky Blue was also seen as a favorable color option (~52%
‘likely’ or ‘very likely’ to purchase). However, neutral colors were not as popular (~30%
‘likely’ or ‘very likely’ to purchase). Data gathered indicates that apparel should largely
be colored in Scarlet and Sky Blue with a reduced emphasis on neutral colors.
19 Figure 7: How often an individual may purchase from the store
The near ubiquity of daily Facebook use among students and alumni, both significant
demographics, indicate that the SC&I should maintain a robust social media presence.
Over 70% of college students, in particular, regularly use social media to connect with
friends and family (O’Doneell, 2011). The survey’s responses also indicated a high
amount of Facebook use at ~65%. High levels of usage can make social networking
campaigns created on Facebook extremely effective, especially in the case of an online
collegiate store. Additionally, connecting with the students and alumni through social
media will also potentially help create ongoing conversation about the store and can be
used as a platform to spread news about promotions.
20 Figure 8: Connecting Twitter with Promotions
Figure 9: Connecting Facebook with Promotions
Students, faculty, alumni, and families noted that they would not mind promoting the
SC&I store via their Facebook and Twitter accounts. However, they would prefer to
repost a straightforward message stating that the store is open and available for
purchases, as opposed to attempting to engage customers with questions and
gimmicky one-liners. Approximately 50% of consumers responded positively to a
straightforward message on Facebook and ~40% on Twitter; less than 10% on both
Facebook and Twitter responded positively to the gimmicky one-liner messages. Social
media plays a large role within every demographic; opting for more direct statements
shows the simplicity of the relationship between social media and the consumer is.
Product campaigns are better established and promoted via social media networks due
the high levels of consumer usage, viewing these promotions often can spark better
interest.
21 Figure 10: The responsiveness of emails
Survey respondents said that they would be more likely to respond via email if they
received a message containing a special offer and/or discount coupons. Coupons
create a reason for shopping and specifically with college students they are more
inclined to purchase products knowing a discount will be received. A majority of college
students will make a purchase knowing there will be some type of savings, especially
with technology providing that discount (O’Doneell, 2011). Respondents also said that
they would be more likely to shop at the SC&I store if given incentives, rather than being
“reminded” of their school affiliation and to buy apparel to represent their school.
Conclusion
Survey data and focus group testing indicates that there is robust interest in the
prospect of an SC&I Store. Our analysis also indicates that current students, alumni,
faculty, and the friends and family of students form the core market of the SC&I Store.
These groups, particularly students and faculty, are all social media savvy and are
heavy users of social media platforms in their weekly or daily lives. This indicates that
social media outreach will likely play an integral role in the development of the SC&I
store and the SC&I brand more largely.
The nature of merchandise stocked in the store will be of particular importance to the
success of the venture. Those surveyed among the target markets indicated that
apparel (including hoodies, sweatshirts, and short-sleeved shirts) would be the most
sought after category of merchandise in the store. However, office supplies also polled
well and should not be discounted as a potentially popular line of products. Both apparel
and office supplies are also easily branded and can help to promote SC&I more
generally.