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Fall 2003 Textbook Plans

Fall 2003 Textbook Plans. Executive Summary. Opportunity The Textbooks market is fragmented…(awaiting a major player) Textbooks fits well with the eBay demographic and college students are voracious consumers.

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Fall 2003 Textbook Plans

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  1. Fall 2003 Textbook Plans

  2. Executive Summary • Opportunity • The Textbooks market is fragmented…(awaiting a major player) • Textbooks fits well with the eBay demographic and college students are voracious consumers. • For a window of time, there is no other comparable category eBay can promote that will perform better • Prepare to transition an important Textbooks business for Fall 2004 • Strategy • Targeted, cost-effective campaign that is grounded in fully leveraging the Half.com and eBay sites • Tactics • Fully Leverage the Half.com platform • Fully leverage the eBay platform and marketing assets • Focus offline dollars against localized, on-campus marketing activities (Print and PR) • Test a limited number of innovative programs that can be leveraged in future campaigns • Measures/Targets • Achieve a total of $30MM in Book GMS in August and September

  3. Opportunity - Textbooks Market • Industry • Estimated Market Size of $7.1 billion (New = $4.7 billion, Used = $1.9 billion, Course Materials & Packs = $0.5 billion) • Stores/Competition • There are approximately 4,840 college stores serving 4,182 institutions in the United States and 170 college stores in Canada • The only significant consolidation has come online and the competitors include: BN.com, Varsitybooks.com, *BigWords.com, *efollett.com, Amazon.com • Consumer Spending and Pricing • Estimated 2003 expense for Books and Supplies is $726 and $802 respectively ($1,528 total)… and they have to buy the books! (assuming new textbooks that’s 9+/year) • Average est. retail price of a textbook = $72.83 • Average est. used price of a textbook = $60.17 • Half.com average sales price of a textbook = $24.57 *Denotes companies with which Half.com has a textbook relationship

  4. Opportunity - The College Consumer & eBay • 15 million College Students* • College Students are online* • 99% of college students go online at least a few times per week • 90% go online daily • College Students Shop Online** • 51% have purchased something on the web • College Students are projected to spend $3.8 billion online in 2003 • eBay is a good fit with College Students • They’ve grown up on the internet – many of the eBay barriers that exist with older consumers (hard to navigate, fear of e-commerce) has less of an impact • eBay’s pop culture appeal plays to their mindset *Student Monitor, Spring ’02 **Jupiter

  5. Opportunity - A Window In Time (Revenue) • In August, Half.com Textbooks should be the leading L3 category in revenue by almost 60% *Largest L3 Categories (Revenue, Aug 2002)

  6. Opportunity - Large Part of an Asset • There is a huge opportunity for eBay in the future and a great opportunity on Half now • During a Textbook month on eBay (avg. of 8/02 and 1/03), approximately 6% of Book GMS comes from Textbooks ($685k and 11% take rate)* • During a Textbook month on Half.com (avg. of 8/02 and 1/03), approximately 72% of Book GMS comes from Textbooks ($10MM and 19.5% take rate)* • Textbooks could be a $200-300MM yearly GMS category for eBay based upon the relative business sizes of eBay and Half.com • Half.com plans on doing $50-60MM in Textbook GMS in 2003 • Given comparable categories sales on eBay versus Half, eBay does 5-6X the GMS of Half *Textbook months were August 2002 and January 2003

  7. Fall 2003 Textbook Plans • Strategy • Targeted, cost-effective campaign that is grounded in fully leveraging the Half.com and eBay sites • Tactics • Fully leverage the Half.com platform • Fully leverage the eBay platform and marketing assets • Focus offline dollars against localized, on-campus marketing activities (Print and PR) • Test a limited number of innovative programs that can be leveraged in future campaigns

  8. Half Platform - Half.com Product Changes • eBay Textbook Superstore • Description: eBay branded copy of Superstore as landing page from eBay promotions • Multi-ISBN Search • Description: Search of multiple ISBNs where the results follow the customer • Upgrade Shipping Icons • Description: Enhanced prominence of upgraded shipping • Textbook Upsells • Description: Customized version of Upsell page for Textbook customers • Take 5 Re-vamp • Description: More compelling offer for the refer-a-friend campaign. • Seller Location • Description: Exposing the location a seller ships from on Product Detail pages • New Catalog Integration • Description: Integrate Muze’s new catalog that contains more relevant Textbooks

  9. Half Platform - eBay Textbook Superstore (Draft)

  10. Half Platform – MOPS & Sellers • MOPS • Owner: Kristen Utt • Timing: August 1 • Tactics: • Emphasis on driving traffic through the Superstore and complementing the purchases with upselling/cross-selling • Homepage, Promo Bar, Hot Seat, Meta Page, Upsells promotions, etc… • Seller DM Communication • Owner: Mark Harrington • Timing: June 17, July 15, August 5 • Tactics: • Three emails communicating Textbook Timing, Inventory, Shipping, Tips for Success, High-level Site Campaign, More Details of Campaign • Seller Inventory • Owner: Kristen Utt • Timing: July 17, August 1 • Tactics: • Carrot & stick approach on Cancels – more carrot than stick • Inventory message in Account Hub and DM

  11. eBay Platform & Assets - MOPS • Owner: Lori Goler • Timing: Elements of the campaign will run from 8/7-9/11, with peak from 8/14-8/21 • Tactics: • Integrate Half.com textbook purchases into the eBay platform • Wrap eBay brand around Half platform as a transition precursor • Utilize college-related “Lifestyle” themes to drive target demographic to Textbooks (Dorm Décor, BTS Fashion, Computers & CE) • Inclusion in search footers for relevant categories • Presence on BTS landing page with ISBN search (which will take users to Half) • Textbook inclusion in college main graphics the week of 8/14. Onsite presence may include an animated ticker across all segments this week. • Direct promotional placements to an eBay Textbook Superstore landing page that features the Half Textbook finder

  12. eBay Platform & Assets - Joint Email Campaign • Owners: Lori Goler (eBay) and Mark Harrington (Half) • Timing: August 5, August 19, September 2 • Tactics: • Three emails in campaign featuring ISBN Search, complementary products, value and selection • Lists include Half.com Textbook buyers, eBay Textbook buyers, members with .edu in email address, users from college zip codes • Email 1 - Textbook only with possibly a little Half.com cross-sell, traffic goes to Half.com • Email 2 - Some Textbook, some college lifestyle (i.e. dorm room, apparel, etc...). Textbook traffic goes to Half.com, college lifestyle goes to eBay • Email 3 - Half sends to its list and eBay sends to theirs.

  13. eBay Platform & Assets - Internet Marketing • Owner: Dan Burkhart • Timing: August & September • Tactics: • Search • “Heavy-up" on search by promoting an additional 5-10k textbook-related keywords and popular subjects with textbook marketing messages, and increasing CPC's on keywords on currently available keyword lists • Shopping Bots • Targeting the top book bots which we have at our disposal in both the Affiliate and Bot channels and try to increase placement • Affiliates • Communication to the top Affiliates, and offer a incentive for performance in order to nail our numbers. • Distribute offer, newsletter, creative and incentive plan in late July • Creative • Leverage learnings from past creative assets (banners, widgets, towers, etc…) and develop more targeted, relevant creative that is consistent with the current promotional themes on eBay/Half • Partners • Approach Collegeclub.com and Dailyjolt.com

  14. Offline Marketing – Newspapers • Owner: David Feller • Budget: $500,000 • Timing: August, September, October • Tactics: • One concept with three creatives in campaign • Maximize presence in college newspapers during the first two weeks of class aligned with individual school publishing calendars • Use added value opportunities to further increase exposure on campus • Ruxton chosen over 360 to handle the ads • 150 schools, 1.9MM circulation, 3.4MM enrollment, 549 insertions • 1 insertion order for all papers • 3 standard size creative units • Ability to “tag” individual insertions for tracking by coupon code • Five Canadian schools to leverage new Borderfree functionality

  15. Offline Marketing – Preliminary Creative Direction

  16. Offline Marketing - Other • Partners • Owner: Greg Fant • Timing: August & September • Tactics: • Online College Sports Network (OCSN) - Investigate carriage in the OCSN college site network; Investigate broadcasts in college sports venues • Clear Channel - Investigate placements in emails to Clear Channel consumers planned for the summer; Investigate opportunities to run carriage on Clear Channel managed sites • Brand • Owner: Julie Haddon • Timing: August & September • Tactics: • Utilize Domino’s box topper distribution to drive visits to eBay for back to school (~21MM boxes) • Box toppers to promote valuable discounts and sweepstakes overlay from the World’s Largest Back-To-School Marketplace: eBay.com

  17. Preliminary Domino’s Creative

  18. Offline Marketing - PR • Owner: Jennifer Chu-Caulkin • Budget: $25,000 • Timing: July and August • Tactics: • Basic blocking & tackling includes: pitching, developing materials, contacting media • Hot Sheets detailing the savings at Half.com • Campus Newspaper Interviews • Testimonials • Potential release surrounding a new “eBay Textbook Superstore”

  19. Tests – College Reps • Owner: David Feller • Budget: $50,000 • Timing: August and September • Tactics: • Test two approaches in different geographic locations with separate tracking: Internal and Guerilla • Internal – Use Half.com Textbook buyers to spread the message • Guerilla – Contract a guerilla marketers to spread the message • Program Description (Internal, External) • Essentially an offline Affiliate program whereby the Rep receives $5 per New Buyer they send to Half.com • Bonuses for reaching levels - $50 for 100 ($5.50 CPNB), $200 for 250 ($5.80 CPNB), $500 for 500 ($6.00 CPNB), $100 for each 100 after ($6.00 CPNB) • Unique coupon code for each location to track results • 16 Reps currently enlisted in a variety of schools (size, location, private/public) • Developing implementation plan

  20. Next Steps • Circle back on any ideas and comments from the meeting • Continue planning process

  21. Appendix

  22. Opportunity - Incremental Revenue • In 2003, we expect the MoM revenue jump to be 535% and $2.79MM ($521k to $3.3MM) • Knowing that we have the “lift” coming, we are attempting to maximize the opportunity

  23. Opportunity - eBay Demographics • Safe to assume that a significant % of under 24 year old eBay users are College Students • Bigger opportunity resides in the future – College Students of today are the eBay Consumers of tomorrow – we have a chance now to build a relationship with them now

  24. Half Platform - Multi-ISBN Search

  25. Half Platform - Upgrade Shipping Icons & Seller Location

  26. Offline Marketing – Creative

  27. Offline Marketing – Creative

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