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Evernote & Post-it
Transcript of Evernote & Post-it
Product Function & Design
Media Marketing Campaign
Evernote & Post-it™
3M frontline sales conference 2014
Target Audience & Partners
We visited a target store to observe field product placement...
increasing campus awareness
Measuring success (cont.)
Measurement of Success
Build a loyal consumer base, starting with students
Increase purchase intent
Increase product placement
Increase brand awareness
Primary Target Audience
26% Slackers, 44% Social Learners, 30% Scholars
Baylor, DePaul, Morehouse, North Carolina A&T, San Diego State, Houston
School Supply Retailers*
6 primary for initial market penetration
Pearson Higher Education
John Wiley & Sons
1.4 billion people own smartphones, 450 million own tablets
25% of college students own tablets
90% of 2016 graduates own smartphones
Business Insider, 2013
Marketing Charts, 2013
College Social Media Industry
Internet users total- 2.5 Billion
98% of people ages 18-24, use some form of social media per month
North Carolina Study
Co-promotion with Evernote
Facebook and Twitter advertisements
Brand ambassadors to promote across college social networks
Increase demand of promotional Post It campaigns and Evernote
Back to school and finals promotions
“More for less”
Dollar off coupon
Use book bags and Gift Cards as a supplementary product
Offer “starter kit” with free product, as well as subscription to Evernote
Offer Evernote gift cards. Placed in electronics and check out area.
MAKE your post-it™ last forever.
This is what we found...
-Automatically file post-its by color
-Link paper, mobile, and Computer
Event marketing done correctly can increase purchase intent up to 5 times the previous amount!
Freshman Goodie Bags
DePaul and Baylor University
On Campus Presences
Post-it note dispensers on every table
-Online textbook trend
-can be hard to use
-post-it flags link to
Measuring customer satisfaction through required surveys after one month of Evernote use (includes demographics)
Questions include scoring on a scale from 1 to 5 on various aspects of the product
Expansion to other universities and retail outlets depends on level of success in or around universities
Success-increase in consumer loyalty specifically for the student market (18-24) for Post-It and Evernote Study
Maximum potential for Evernote downloads=95,670, 90% of total population of the six schools which in total=106,300
Post-It Notes estimate roughly $1 billion annually1
An optimal percentage of increase in demand for Post-It Notes and downloads of Evernote would be 2% = $20 million/95,670 = roughly $ 209 per student over four years.
Foster a lasting loyal relationship by maintaining relevance
Help our target market achieve a brighter future by organizing their ideas
Mobilize Post-it Study Collection through Evernote Study
MAKE your post-it™ last forever.
-engagement campaigns & contests
-members share notes and Research
-platform for collaboration
-location for engagement campaigns
-post Quotes, pictures, ideas
-awareness through social media and packaging
Social Media Efforts
Move With the Trend: partnerships with McGraw Hill, Pearson Higher Education, John Wiley & Sons
Integrate Eras to Create Lifelong Loyalty
Choosing the right people
NRF Stores, Top 100 Retailers 2013
Library Journal & School Library Journal