Tara Villanueva
Andrew Vanderslice
Tony Kratz
 Recap/History
of Zavelle’s
 Brand Strengths/Weaknesses
 Current Website/Analysis
 Target Analysis/Online Behavior
 Personas
 Competitive Analysis
 Strategy & Positioning
 Communications Objectives/Success Metrics
 Program + Tactics/Plan Recommendations
 Content Outline
ZAVELLE’S BOOKSTORE
 Zavelle’s
has served Temple University for
over 80 years.
 Located by North Broad & Oxford.
 Seller of discount textbooks for college
students.
Brand Strengths:
 Discount textbooks for students on a budget
 On-campus location makes it convenient for
students to drop by on their offtime
Brand Weaknesses:
 Prices are still higher in comparison to
retailers other than Temple Bookstore
 Despite its long history, Zavelle is not very
well known by many of Temple’s students
 Selection can be limited, both online and instore
ZAVELLE’S BOOKSTORE
-Online Shop
- Homepage
-About Us
Navigation:

At the top center of the home page are several options:
Textbooks, Art Supplies, EBooks, Miscellaneous, and Buyback.
The search function for the site is near the very top of the
page, but may be overlooked as it matches the black banner
at the top. On the right side of the page is a listing for store
hours, which should not matter with an online store, but is
still helpful to have. In the center are links to New Products
to add to the online shopping cart.
Usability:

Users can easily navigate to different areas of the website
using the navigational links. They can also search for specific
items with the search function, though the contents of the
site and its store are very sparse compared to most online
stores.
Overall:
For a site with a very limited selection, Zavelle’s website is
simple to use and navigate. The main issue with the site is
that its content and design are too simple and very
underwhelming. The design is bland and simplistic, with
much clutter near the top and a large amount of open space
in the bottom half. The text also overlaps on certain
browsers at parts.
Zavelle’s Bookstore currently does very little with their
website to engage the consumer or draw customers to the
website and its store. While it does have a Facebook and
Twitter page, both are used sparingly and have few
followers.
 Students
 Both
Young & Older Professors
 Parents of Freshman Students
Overview:




Age 18-25
Male or Female
Typically looks for the cheapest textbooks he or she can
find for any given class.
Busy, on-the-go lifestyle
Online Behavior


Spend several hours per day on social networks (Facebook,
Twitter, YouTube, tumblr), appreciate interactive websites.
Can be reached through online, mobile, outdoor, print
(flyers), e-mail, Facebook.
Overview:

Stephanie is a 20 year old student
at Temple University who
commutes from outside the city.

Has a part-time job in the Tech
Center.

Very frugal when it comes to
buying textbooks for classes
Online Behavior:

Spends several hours a day online
between classes and at night on
her Macbook or iPhone.

Uses internet for social media
and to complete assignments.

Plays Farmville

Favorite Sites: Facebook, Twitter,
Youtube, Amazon
Online Behavior on Zavelle’s Site
•
•
•
Wants a very quick site experience
Needs a selection that fits her classes
Wants to purchase her textbooks as
quickly and cheaply as possible
Overview:




Age 25+
Make orders from the bookstores on campus to keep their
textbooks in stock for students
Most understand that students are less likely to purchase new
books from the Temple Bookstore due to overpricing.
Are aware of the benefits of buyback and used books, as less
copies need to be ordered every year and more students buy
this way when they know of it.
Online Behavior:

Online activity differs greatly based on age group and
teaching style. Enjoy keeping up to date in their field and
connecting with friends, family, and coworkers on Facebook
and LinkedIn.

Can be reached through online, outdoor, print, e-mail, banners.
Overview:

Sheryl is one of younger professors at Temple
University.

Extremely energetic and passionate about
her field, which is constantly evolving.

Likes to make textbook purchases easier on
her students

Very cultured individual with an interest in
the arts
Online Behavior:

Spends many hours per day online.

Uses the internet for social media, learning
new advances within her field, sharing
interesting findings with her students, setting
up assignments, for hobbies and interests,
and for purchasing various products.

Favorite Sites: Youtube, LinkedIn (as well as
probably every social media site under the
sun), Amazon, GroundsForSculpture.org
Online Behavior on Zavelle’s Site
•
•
Would like a quick site experience, with
minimal hassle.
Wants a way to place a stock order online
and direct students to the site so they
can purchase a cheaper copy than they
would find in the Temple Bookstore.
Overview:

Bill is perhaps one of the oldest active
professors in the university.

Has a long, storied history as an advertising
executive on Madison Avenue, accompanied
by many accolades.

Frequently shares his stories as a primary
teaching tool with students, perhaps to
teach them morals to each and every one of
his stories.

Extremely religious and old-fashioned
socially.
Online Behavior:

Barely uses the internet at all, but when he
does, it’s to check his email or visit a news
site.

Does not incorporate interactive websites
into his teaching methods.

Online Behavior on Zavelle’s Site
•
•
Favorite Sites: Gmail, CNN.com, AdAge
•
Would most likely spend a great deal of
time exploring the site on his own
Also would like a way to place a stock
order online, rather than rely on the
copy center to produce low-quality
copies of his book
Is genuinely interested in the history
and background of various places.
Overview:

Age 40-65

Mothers and Fathers

Very involved in their child’s life

Always looking for ways to make their child’s college experience more
comfortable and less stressful

Looking to lessen the cost of textbooks and supplies, which they find and
pay for at this stage.
Online Behavior:

May or may not use Facebook

Uses online banking and online shopping

Can be reached through online, outdoor, print, e-mail, banners.
Overview:

Mrs. Kwon is a 50 year old mother of
3 children.

Highly protective of each child, but
especially her oldest who is an
incoming freshman

Wants to make everything perfect for
her child, without breaking the bank.

Constantly worries about how her
child is doing

Loves anything involving Oprah
Online Behavior:
Online Behavior at Zavelle’s Site

Uses the internet sparingly, still
unsure of many things.
•

Makes use of social media to keep
herself up-to-date with her child
•

Favorite Sites: Facebook, Oprah.com
•
Needs a simple site experience, with
nothing too far over her head
Needs a greater selection for her
child’s classes
Generally looks for the cheapest, yet
highest quality used books available.
Direct:

Temple Bookstore
Indirect:


Amazon.com & other online retailers
Individual student sellers
Temple Bookstore
Brand Pros:

Excellent Selection of Textbooks

One of a handful of places where a student or family member can find Temple
memorabilia

Location near the center of campus makes it easy to find
Brand Cons:

Most of the textbooks (new and used) are expensive, if not overpriced

Cannot compete with major online retailers such as Amazon in terms of price
Website’s purpose:

To generate awareness and interest in Temple’s bookstore, and the products it
provides to customers.
Navigation:

The main menu is in the top center of the page with several options: Home,
Textbooks, Faculty, Apparel, Under Armour, Gifts, Supplies & Bags, Technology,
Alumni, and Student Offers. Featured Temple items are displayed on the home page
for students, faculty, and family to purchase. Each option has sub-options within the
category, though instead of being considered ‘Apparel’, Under Armour (which
consists of no more than three items) gets its own category. Oddly, some of the suboptions needlessly have their own sub-options which are identical to the option
leading to it. Featured items are also displayed prominently on the home page.
Overall this site has average navigation, but with a number of sloppy oversights.
Usability:


The website for Temple’s Bookstore seems a bit complicated and overdone for what
it is. Customers are required to input which campus they are in, which seems odd
for an online store. In order to search for textbooks for specific courses, one must
input their course and section rather than simply searching for specific textbooks.
Ironically, the Student Offers page contains no offers for anyone.
Overall, the Temple Bookstore’s site is poor at best. It is very bland,
complicated, and generates little to no interest for the school or its
bookstore. It also uses no interactive media in its design, choosing not to
engage the site’s visitors personally at all.
Positioning:

Zavelle’s is positioned as one of Temple University’s oldest bookstores,
stressing the cost effectiveness of purchasing used textbooks in a
convenient location on campus.
Strategy:

To create awareness for Zavelle’s which has been in business for over 80
years, but is unknown by many students and faculty members.

To convince prospective customers that Zavelle’s has the textbooks they
need at a greatly reduced cost compared to the Temple Bookstore, as
well as other competitors.
Zavelle’s Bookstore’s webpage will aim to inform the target audience that
Zavelle’s Bookstore is the discount bookstore of choice. The webpage will
reach users through various techniques:
Objective: Maximize optimization by increasing search keywords to drive more users to the site.
Success Metrics: Increased mentions and reviews in social media, where Zavelle’s is currently
nonexistent
Objective: More interactive options by providing buyback deals for students online, discount deals, onsite reviews, and improved social media usage via Facebook and Twitter pages.
Success Metrics: Increased site traffic and online shop sales
Objective: Integrate with Temple’s campus more to provide special incentives for students to purchase
or take part in buyback. Also, create section for professors to order books.
Success Metrics: Number of profiles created, logins made by each account, and books purchased or
sold.

Brand the site fully to build brand awareness for Zavelle’s

Create a working tagline for the bookstore

Make all information as interactive and user-friendly as possible

Create price “Compare” tools to better place Zavelle’s against its
competition, direct and indirect.

Introduce a “Teacher” section so professors may login, check if
Zavelle’s has their section’s book in stock for students, and
create a stock order if needed.

Similar to the stock order, create a section in which users can
request a specific book.

Create a tool for estimated buyback value.
Homepage
 Clear Navigation
 Store Hours/Location
 Picture of Zavelle's
 Current Promotion(s)
 Social Network Links
 New Releases/Best Sellers
Teacher Login
 Books available for the professor’s
course
 Book stock order form
Textbooks
 New and Used books categories
 ISBN & Title Searches
 Book request/suggestion form
 “Compare” tool to see Zavelle's prices
vs. competitors
Medical Books
 New and Used books categories
 ISBN & Title Searches
 Book Request/suggestion form
 “Compare” tool to see Zavelle's prices
vs. competitors
e-Books
 (redirects to a different website)
Buyback
 Most desired books for buyback
 “Compare” tool
 Link to a tool for getting the estimated
value of a book
Art Supplies
 (redirects to a different website)