Emily Martinez Michael Minnehan Jessica Ortiz David Roth

1. U Emily Martinez Michael Minnehan Jessica Ortiz David Roth

2. Company Situation • Groupon recently created a Facebook and Twitter page called GrouponU in order to promote their University College Ambassador Program • Despite the immense national and international success of Groupon, GrouponU only has 1,389 Facebook likes and 187 Twitter followers, and no exclusive website or presence on the Groupon website • We want to revamp the GrouponU brand by introducing our campaign mission to large college towns across the United States, thus strengthening the relationship between college students and Groupon

3. About U • Groupon is a deal-of-the-day website available in more than 300 markets and 35 countries • GrouponU • Specialty venture of Groupon • Aimed towards students in United States college towns • Provides a marketing platform for small businesses opening in college towns • Creates a relationship between Groupon and college students through providing daily deals of 50% off or more, a campus ambassador program and campus events

4. Background Research ΩUniversity of Illinois – Urbana-Champaign ∑University of Colorado – Boulder ΦUniversity of Michigan – Ann Arbor

5. University of Illinois – Urbana-Champaign • Total Enrollment: 41,949 • Largest Greek system in the world by membership with 68 fraternities and 36 sororities • Key Audience(s): Undergraduate students involved in Greek life and the Big Ten Network

6. University of Colorado - Boulder • Total Enrollment: 29,952 • 7.5% increase in graduate students (career/professional marketing) • 7% increase in students of color, 11% increase in international students (multicultural marketing) • Key Audience(s): University of Colorado does not have a large Greek life, so it is important to target these two growing markets as well as athletic student organizations (i.e. Boulder Freeride, University of Colorado Buffaloes, Hiking Club, etc.)

7. University of Michigan – Ann Arbor • Total Enrollment: 41,924 • Fall 2010 marks peak of student enrollment • Greek life includes over 60 chapters among 4 councils • Key Audience(s): Undergraduate students involved in Greek life and the Big Ten Network

8. Planning ΩGrouponU Mission ∆ Audiences ∑Key Messages ΦGoals & Objectives

9. GrouponU Mission “GrouponU is dedicated to providing college students with unbeatable discounts and lifelong career connections everyday through innovative customer service, a strong online presence and iconic campus events to build community.”

10. Audiences • Primary Audience(s) • Students of the University (undergraduates, graduates, law, part-time) • Secondary Audience(s) • Residents in and around the community • Business owners in and around the community • Faculty and staff of the University • News organizations

11. Key Messages • Presence in “college towns” is extremely cost beneficial to the thousands of students and residents in those particular areas • Provide the same quality of deals as found in the larger U.S. cities • Deals provide students and residents with the opportunity to seek out new and exciting activities in and around their community • Great exposure for local businesses and organizations • Respectable and trustworthy company that has provided individuals with great savings and opportunities since 2008

12. Goals for the Academic Year • Provide GrouponU opportunities for local merchants • Enhance social media community • Connect with students via their favorites places around their college  • Generate favorable local publicity about GrouponU around each campus   • Engage audiences locally, as measured by social media and GrouponU sales   • Create an exclusive website dedicated to the target audience that facilitates interaction between GrouponU and the consumer • Engage new GrouponU users

13. Objectives for the Academic Year • Provide Groupon deal opportunities for 80% of merchants located within 10 miles of the University  • Triple the amount of “likes” for the GrouponU Facebook page from 1,389 to 4,167 • Triple the amount of followers on the GrouponU Twitter page from 187 to 561 • Develop creative, strategic Groupon savings to connect with college students by using coupons for places that college students are most likely to go • College themed bar deals • Young, trendy clothing stores • Salons and spas • Grocery stores • Book stores   • Generate favorable local publicity about GrouponU through campus and local media    • Obtain 10,000 hits on the GrouponU website • Engage 10,000 new Groupon users

14. Execution ΩTactics & Strategies ∆ Traditional Channels ΦInteractive Media Channels ∑Nonmedia Channels

15. Key Tactics • Newsletter • Sent via email (Example: the one that you received!) • Contains limited, one-time only discounts • Offers free $10 worth of Groupon bucks per registrant • Blog • Created a blog for each University that allows students to post their opinions as well as their likes and dislikes of the discount offers • Allows students to post what types of offers they would like to see featured on the website

16. Key Tactics (continued) • Sponsorship • GrouponU will reach out to student organizations • Target: Sororities & Fraternities, intramural sports leagues as well as business organizations • Benefits: • Lower the costs of t-shirts for organization • Associate Groupon with the consumer, creating a long-lasting connection as well as a "walking advertisement"

17. Strategies • Combination of news media, apparel media, word-of mouth and social media interaction • Facebook • Twitter • GrouponU Blog • Campus newspaper • Campus radio station • Literary magazine

19. Interactive Media Channels (Strategies continued) • Designed and launched a GrouponU iPhone application to appeal to the smart phone community • Portable e-commerce • Browse universities • Connect with other GrouponU users • Personalized account

20. Nonmedia Channels – Fall Season Event • The GrouponU Tailgate • Delegate specific event responsibilities to GrouponU campus ambassadors • Takes place during large rivalry games (i.e. Illinois v. Michigan, Rocky Mountain Shakedown)

21. Nonmedia Channels – Winter Season Event • The GrouponU Half-Time Basketball Challenge • During half-times at basketball games, one person’s ticket will be selected • If they can make a basket from the 3-point line on the court, they win a $100 in GrouponU bucks and a University basketball jersey, endorsed with the Groupon U logo

22. Nonmedia Channels – Spring Season Event • The GrouponU Exchange • Annual springtime competition in the GrouponU online community • Register as many members of your fraternity/sorority on the GrouponU website by a certain date and win a free party for your fraternity/sorority at a GrouponU featured venue

23. Nonmedia Channels – Summer Season Event • The GrouponU Summer Scholarship Competition • Annual summer program available to GrouponU registrants • 10 winners will each receive a $5,000 academic scholarship • Applications open June 1, close July 1 and winners are announced on August 1 • High-volume, fast-paced competition that engages students throughout the entire summer season • Maintains relationship with the GrouponU brand, even when they're not in school • Requirements (same for University College Ambassador Program): • Application form • Official University transcript • Personal statement (limit 1,000 words) • 3 letters of recommendation • Current résumé

24. Evaluation

25. Overall Success of GrouponU Campaign • Distributed surveys via email to GrouponU users following a purchase, event affiliated with their school or entry for a scholarship/campus ambassador position to measure satisfaction with the GrouponU campaign • Provided GrouponU deal opportunities for 85% of merchants located within 10 miles of the University  • Increased the amount of “likes” for the GrouponU Facebook page from 1,389 to 11,500 and the amount of followers on the GrouponU Twitter page from 187 to 5,200 • Created over 100,000 impressions through creating and distributing deals on the GrouponU website • 4,900 purchased and downloaded the GrouponUiPhone application • Generated national publicity about GrouponU via The Big Ten Network  • Obtained 250,000 hits on the GrouponU website • Engaged 15,800 new GrouponU users

26. Possible Improvements for the GrouponU Campaign • Encourage more online and on-campus interaction between GrouponU users • More diverse and interconnected online discussion forums • University College Ambassador Program events • Annual gathering of GrouponU Ambassadors from every GrouponU-affiliated University at Groupon’s headquarters in Chicago • Offer networking with professionals, team-building activities, tourism activities, etc. • Involve alumni, professors and faculty • Create more incentive to refer friends • Receive $10 in GrouponU bucks for every friend you get to sign up for GrouponU • Plus, mail us your official transcript and we’ll give you $2 in GrouponU bucks for every “A” you have

27. Works Cited • Student Enrollment Reports. Division of Management Information. University of Illinois at Urbana-Champaign. <http://www.dmi.illinois.edu/stuenr/class/enrfa10.htm> • Total Enrollment Overview. Office of the Registrar. University of Michigan. <http://www.ro.umich.edu/report/10enrolloverview.pdf> • “CU Boulder Incoming Class Shows Growth in Graduate and International Students.” University of Colorado Boulder. News Center. <http://www.colorado.edu/news/r/2688605beb1076129e56015f9e53d249.html>