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eHarmony Case Study

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Katelyn Bishop

on 3 October 2013

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Transcript of eHarmony Case Study

eHarmony Case Study

What's eHarmony?
eHarmony is an online dating site specifically for singles looking for long-term relationships with the ultimate goal of marriage
What's the problem?
Competitors like Match and various social media sites appeal to a broader market by offering free & low priced services, as well as allowing a more relaxed online dating experience. eHarmony has potential to grow.
Same-Sex Matching
Homosexual couples are largely unrecognized by dating sites geared towards long-term relationships and marriage

eHarmony has an opporunity to increase it's market share and paid subscriber base by expanding into same-sex matching, creating a sister site to attract a younger demographic, and finally, complementing these changes with new marketing efforts.
Personality Profile
250 questions, 45 minutes

A requirement to "qualify" for membership

Covers 29 topics of basic compatibility
Matching Algorithm
Being "matched" is the green-light to join

Personality characteristics > Values > Interests

When matched, you can purchase a subscription to connect
Guided Communication
A set of questions to answer BEFORE direct communication

Avoids "common" & "safe" topics of discussion to create a better connection

Participants can "close" the match to opt-out before direct communication
Same-Sex Matching
Sister Site to Address Generational Gap
Creative Marketing
Why Consider Same-Sex Matching?
Increased paying customer base

Potential to reclaim market share from Match

Avoid litigation
How To Resolve The Problem
Invest in research of same-sex relationships

Develop an algorithm similar to the algorithm currently used for heterosexual couples

Implement and advertise
Based on Jim Harvey's speech structures
Sister Site to Target a New Demo
A sister site that keeps the special "matching algorithm" but is targeted towards a younger demographic focused on long-term relationships rather than the immediate goal of marriage
Why a Sister Site?
The Stats
2010 Match.com study - people aged 18 to 30 are more likely than any other age group to engage in online dating

Pew Internet and American Life Project - 18% of American youth report using online dating

No "long-term" oriented dating sites were cited in the study
New Marketing Techniques
Traditional advertising appeals to the market they've already attained - religious singles over 45 but there's an opportunity to tap a new generation with innovative marketing
Addressing the Generational Gap
Being "online" does not equate to being "current"

Younger internet users are not typically subscribing to traditional cable networks OR listening to radio programs
Addressing the Content
Serious relationships no longer require marriage

A relationship-based site or app should be highlighted by equally interactive ad media

Get rid of overused "Dr. Phil-esque" influence
Addressing the Media
Traditional media forms becoming obsolete and measured by "impressions" rather than engagement

Interactive mobile and potential out-of-home campaigns would engage a younger, more tech-savvy market

Improved quality of impressions that are easily tracked
A growing demand for same-sex matching services as states across the nation begin to legalize same-sex marriage

Gallup poll found that 3.5% of the United States population self-identified as being a member of the LGBT community (varies greatly by city)

10.9 million people
Target career-minded individuals who are looking for love, not marriage

Men & women becoming increasingly unable to marry before 30

More than half of births before 30 are out of marriage

Google Analytics
Social Media Interaction
Tracking Metrics
Sister Site

Integrate into current tracking metrics
Full transcript