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ADPR 3110 Fall 2012 Kelsey Avera - Sydnee Bush - Angela de Nicolo - Samantha Turnbach - Will Turner


Table of Contents 1.) Overview of Research 2.) S.W.O.T. 3.) Creative Brief 4.) Description of Concept 5.) Social Media 6.) Print Ad: Parent 7.) Print Ad: Teacher 8.) Viral Video 9.) Guerilla Marketing


Overview of Research The primary goal of our research was to obtain knowledge about MathMoose as a brand and as a children’s learning tool. Our secondary goal was to gain insight from the target audience about their experiences with elementary children learning math. From this research we were able to assess the values of MathMoose, the needs of its subscribers, and create our concept entitled “Solve the problem.” No one in our group was familiar with MathMoose, so to achieve our primary goal we talked to MathMoose employees, Ken Colley and Murray Attaway. Ken and Murray detailed the history of brand, the services MathMoose offers, and the unique features that set it apart from any other math service learning tool. We used the website to find out additional key facts about MathMoose and the operation of the product from a students perspective with our given login information. Although MathMoose is mainly viewed as a service for children, the brand cannot be expanded without targeting parents and teachers. Through the use of surveys, we were able to identify the pros and cons that teachers, parents, and students have with teaching and learning math. Despite the small population size, each survey yielded great results and helped us reach our secondary goal. Some results are listed below: Teachers (out of a survey size of 7 K-4 teachers) -86% of teachers use computer software and internet programs to teach math and 100% said that the software they use is provided by their school districts. -57% of teachers feel comfortable assigning homework that involves internet acess. -Approximately 4 - 6 students struggle with math in an average class size of 20 students and subtraction is reported to be the weakest skill. -Various methods and programs to track the students progress were mentioned, but there was no uniformed way that all the teachers mentioned. - 6 out of 7 teachers have heard of MathMoose. Parents (out of a survey size of 6 with children in K-4 grade) -None of their children have a tutor. -66.7% of these parents help with their child’s math homework 2-4 days/week. -100% use internet software as a math aid for their children, -Report cards, emails, and 3-way conferences -100% feel comfortable helping their child with math homework. -66.7% are interested in an affordable math internet software that comes with a user demo before purchasing.


S.W.O.T. Strengths - MathMoose provides teachers with a feature that tracks their students progress. - MathMoose is extremely affordable and has different price options for school districts and parents. - MathMoose is compatible on any device with internet access. - Teachers can assign self-made quizzes through the Math Moose website. - The MathMoose software creates a synergistic effect between teachers, stu dents, and parents by allowing everyone to participate in the child’s math progress. - There is no distracting audio or pop-up advertisements. - The MathMoose website is easily accessible with easy navigation and a great interface. - MathMoose does not require any downloading or installation for the program. Weaknesses - MathMoose lacks brand awareness. - The website does not communicate brand image effectively. - MathMoose can only offer answers to consumers via the website because there is no physical location. - Users cannot select difficulty level at the inception of the math exercises. Opportunities - Social media sites will enhance awareness about the MathMoose. - Tutoring services such as Sylvan and Kuman can benefit by using MathMoose in their curriculum for student programs. -MathMoose has an open opportunity to grow because the category of math learning tools for elementary students is very large. - There is a lack of free online games and flash cards. -MathMoose can form brand loyalty through partnerships with school districts. Threats - Competitors of MathMoose provide an initial assessment to gauge the user’s math proficiency before they begin using the software. - Competitors of MathMoose provide free trials. -Many schools districts are not financially capable of investing in the MathMoose software despite its low cost. -Consumers do not usually develop brand loyalty for this category of service be cause the software and programs are extremely similar.


Creative Brief Client Name/Project: MathMoose Key Fact: “MathMoose is an Internet software solution created to help students learn, master and retain basic math facts.” Problem: MathMoose has very low brand awareness amongst parents and teachers and is not a program that is used widely among schools or in households. Objective: To strengthen brand awareness of MathMoose substantially through increasing subscriptions to MathMoose by 10% from parents and/or teachers by May 2013. Target: Parents, Children 1st-4th grade, Elementary School Teachers, School District Board Members, and Principals Insight: Teachers “Whenever I have students that struggle with course material, there is not much I can recommend to their parents besides after school or private tutoring. Many times, the students that struggle the most are the ones that don’t have the access or resources to do either of these things. I have been searching for a way to provide help for these students, and make my job a little easier. I need a system that could help students reinforce what they learn in class and also allows me to interact with parents and track progress of individuals in my classes.” Parents “My son, Matthew, has been struggling in math class and I am at a loss at what to do. As a single mother, I don’t have the kind of disposable income that some parents do to give their children a private tutor. I’m constantly seeking something affordable that could really go hand-in-hand with what Matthew’s teacher is covering.” Promise: Mathmoose offers an affordable and accessible website to practice math skills in a studentfocused workspace in which teachers and parents can track their child or student’s progress, essentially improving your student’s skills and mastery of mathematics. Support: 1. Website can be accessed anywhere that internet is available. 2. Detailed online reporting for Teachers, Administrators and Parents. 3. Students aren’t distracted by ads or audio. 4. There is no software to download and does not require any extra supplies or materials. 5. Students are given three chances to re-attempt missed problems and improve in areas of weakness. 6. Math Moose is the most affordable service of its kind, with an individual yearly subscription of $14.95 or $24.95 for up to four users Mandatories: Math Moose logo and url


Description of Concept After looking into the major selling points of MathMoose we discovered two unique characteristics of the brand: it has a lower price point than other competitors of its kind, and it has the ability to be easily integrated into the home as well as the school system. This compatible ability solves the problem that parents and teachers have when it comes to online teaching and learning software. For parents, the question is often: How do I know if the work my child does in tutoring or online is even relevant to the school coursework? For teachers, the question is similar: How do I make sure my students are studying material at home that will help them succeed in class? We decided that ‘Solve the problem’ is a concept that depicts the unique aspects of MathMoose and presents it as a solution to the problem of both teachers and parents.


Social Media The use of social media is very prominent in our society today. Not only are social media sites such as FaceBook and Twitter excellent ways to network and market brands, they are also key in providing an outlet to connect with the consumer. Because MathMoose lacks brand awareness and familiarity with it’s target audience, we have come up with a plan to utilize FaceBook to improve this setback. For our social media solution, we think it would be beneficial to create a month-long competition for current and potential users of MathMoose via FaceBook. After choosing targeted cities where we want awareness of MathMoose to increase, the concept of the competition is based off of a moose statue that will be placed in different locations of these selected cities. Since the competition is a month long, four cities will be spotlighted in the course of the month, with each of the four cities receiving approximately seven days of hosting the competition. Once daily on the MathMoose FaceBook wall, we will post a multiple choice math question. Each answer will have a corresponding location in the city where the moose statue could be located, however there will be only one correct answer, therefore one correct location of the moose statue. The first FaceBook friend of MathMoose who reaches the correct location of the statue to take a picture with the statue and upload the photo to the MathMoose FaceBook page wins the competition for the day. As compensation, the winner will receive a free year’s trial of MathMoose. By utilizing this plan, we can create a greater brand awareness through active consumer engagement, and we would provide potential new customers with the chance to try out MathMoose via the free trials.


Viral Video For the viral video, we wanted high impact and potential for a lot of people to view and share. While we brainstormed for ideas, the music video for “Gangnam Style” kept coming into the conversation. This korean pop song by PSY has been barraging world media for months now and has quickly made its way to the YouTube video with the most views of all time. Due to this new addition of pop-culture, we feel that MathMoose could benefit from doing a spin-off version of the music video that includes a school scene, where moose-like kids dance and show off the MathMoose brand. There are already hundreds of covers of the video, and in addition to this, people are constantly searching PSY, Gangnam Style, and related keywords on search engines and YouTube. We are confident that these keywords and connection to PSY’s video could really give us a strong chance of going viral.


Guerilla Marketing When deciding what to do for a guerilla marketing campaign for MathMoose, one thing we made sure to focus on was our target audience: parents and teachers of 1st-4th graders as well as the 1st-4th graders themselves. We wanted to implement a plan that would be unexpected and fun for our entire target audience which ranges in age, so we decided to do something where all of these different age groups would have to go—back to school shopping. One time of year we believed would hit our target audience the hardest is the annual tax-free weekend, usually in the end of August before the school year starts.

Our plan involves creating a “moose army” (people dressed up in moose suits) whose job it is to assist shoppers with their shopping bags to their cars. Each moose will wear a MathMoose shirt to advertise the company and make known to the shoppers who they are representing. On the tax free weekend, we will send out the “moose army” to stores such as Target, OfficeMax, and Staples because these stores all sell school supplies. Every moose will approach shoppers who have finished making purchases and ask to assist them in taking things back to their cars. By approaching customers in such strange attire, we believe questions will arise by the shoppers as to what the moose army is doing and what MathMoose is. Conversation between the moose and the shopper will come about, and this is when its the moose’s job to explain and promote MathMoose. Our goal is that the “moose army” will intrigue enough potential customers to create word of mouth buzz with friends and family, raising brand awareness and bringing positive publicity to MathMoose.


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