Student Beans
Segmentation and targeting * Target group= students * Target group divided in these segments * Multi-segment targeting: different strategies for each segment
Each year a different kind of targeting. It depends on which University year they are in. Target Freshers (A) | YEAR 1: Party animals (B) | YEAR 2: Inbetweeners (C) | YEAR 3: More serious student (D) | Just arrived at university | Attending lectures and seminars | Attending all classes | Spending a lot of time to individual studies | Attend Freshers Fair | Socialising to meet new friends | Spend more time to individual studies | Still spending time with friends but less because of the study | Go to clubs/pubs with new university friends | Active: sports, social events, etc. | Active: sports, social events, etc. | Planning their graduation | Socialize | Going out to pubs/clubs | Socialize and spending time with friends | Planning their holiday before the working life begins | Spend around 100£ each month on leisure activities | Living alone for the first time: learning to cook, learning to be alone, etc. | Working part-time | Looking for a job or an extra study | | Looking for a student job | Interested in future: looking for potential internships, conferences | |

Key message strategy

* Student beans makes student life a little more awesome * Save money

A) Friends, belonging, social, being part of a group, fun with new people: * With student beans you make new friends in no-time B) Cheap party opportunities, cheap drinks, fun with friends, enjoying every minute, quick, cheap and easy food/drinks * From hanging out to hangover, Student Beans got your back. * Save money on partying and fast-food C) Me-time, health conscious, fun with best friends, caring about the future * How to save money and earn money * Discounts for health conscious people D) Me-time, health conscious, specific goal for the future * Job trade fairs * Discounts for health conscious people
How do we target each of these segments properly?
Strategy
Acquisition
Freshers: target A * Interaction with these freshers. * Using different online and offline channels * Focus on events * Create memorable experiences * Create the opportunity to interact with student beans
HOW?
* A stand at the freshers fairs * Educate and recruit student beans ambassadors * Promotions on university campuses * Make it as easy as possible to respond to promotional activities and to engage with student beans * Offline and online channels must be consistent to carry the same message * PR activities * Competition: Getting a full furnished student apartment worth 5000£. They can participate by downloading the Student Beans app and inviting 3 friends. (TACTICS MUST FURTHER EXPLAIN PLAN)
Now the freshers have been persuaded, a retention strategy must be developed

Retention strategy: party animals, inbetweeners, more serious students * Interactive and direct response digital campaign * Focus on earned media to increase the interaction between the company and the customers (Fuggetta, 2011). 92% of consumers trust worth of mouth recommendations. Therefore, earned media is crucial. Customer opinion can’t be bought. When people are posting there reviews, the reach of the brand will be larger. Earned media offers the highest value for a brand. This because of the reach and trust. Consequently, this drives the ROI and conversion rates.
Return on investment: Higher ROI is possible because earned media is cost-effective in the sense that companies don't pay directly for the content like they do with paid content. Instead, the investment comes from building a relationship with your customers -- and by identifying and rallying your brand's advocates to spread word-of -mouth.
Earned media has both reach and staying power: While offline word-of -mouth reaches just a handful of people, online word-of -mouth can reach millions -- and will continue to live on through searches and indexed content indefinitely, and your highly satisfied customers will continue to create earned media for your brand for years to come.
There are dozens of tools that enable marketers to calculate quantity and quality of earned media. Now, advanced analytics enable brands to go beyond measuring buzz to measuring business and marketing results from word of mouth. These tools can track the impact of earned media on open rates, click through rates, and conversion rates, and this enables marketers to harness the proven power of word of mouth and track its impact as precisely as a pay-per-click or email marketing campaigns. * Encouraging interaction and engagement

Actions * Remind current users of Student Beans though online advertising and newsletters * Provide interesting and relevant content through Social Media * Encourage online interaction * Organize competitions Partnerships * Partnerships with local universities. For example: student beans offers in the cafeteria (TACTIC)