an amazon brand extension
Sandra Kane FP3005 Creative Marketing Report Amazon Sync 2018 Word count: 5,234
SK
acknowledgements
First, I want to acknowledge my student accommodation in the first semester of my final year. They lead me to my campaign idea. I want to thank Eve and Deborah for their incredible support throughout my campaign. Interviewee Angela Frodsham, the Manager at UCLan Student Accommodation Services, an incredibly passionate woman who was happy to help me with my research. Interviewee and CEO of University Cribs Christian Samuel, who took time away from his busy schedule to give me some insight into a competitor of my campaign. The 4 attendees of my student focus group, who gave me insight into how to market to them. While also backing up the need for my campaign idea with their feedback. The survey responders, 90 male and female students and young professionals who filled out my surveys and helped me gain market research and stats.
contents 01 Introduction
Persuasion
Synopsis
06 Brand Analysis
02 Macro Environment
Brand Positioning
PESTLE analysis
Brand Essence
03 Micro Environment
07 Marketing Mix
Marketing Situation
Product
Interview Results
Price
The concept SWOT Analysis
Place
04 Competitive Situation
Promotion
Competitors Graph
PR Campaign
Competitors SWOT Analysis
PR and Promotional Timeline
05 Consumer Analysis
Promotion Costings
The Target Customer
People
The Secondary Customer
08 Conclusion
The Tertiary Customer
09 References
Pre-recognised groups of
09 Bibliography
consumers
10 Appendix
1 2 3 4 5 6 7 8 9 10
01 introduction Synopsis This report details a strategic marketing campaign and promotional strategy for an Amazon brand extension, Sync. The concept for the campaign is a one-stop app that helps users to find accommodation to rent, using their personality traits and life stages as a part of the search process. The app then helps them to manage their life within their accommodation with several useful features, from helping them to budget their funds and share food, to being able to flag up maintenance issues and receive helpful reminders. The app is easy to use, straightforward and convenient. It is targeting students, young professionals, and millennials, who have grown up with technology. While the Sync website is more detailed and professional for an older audience. Property agencies and landlords can advertise properties to rent onto the platform. Sync is a brand extension for e-commerce giant Amazon. Amazon’s one-click order system, same day delivery, along with new apps and brand extensions made them the top internet retailer in the UK in 2016. (Households: United Kingdom, 2018)
46.81% of the target audience have a Prime or Prime Student account
this report refers to the UK launch of Sync
Amazon is known for being an innovator in tech and customer experience, they already have customer loyalty with the target audience. Survey results show that (74.47%) of the target audience order from Amazon monthly, most of them (51.06%) order 1-2 times a month. When asked to describe Amazon, the summary was that the brand is useful, convenient and easy to use. (See Appendix 2 & 4) Amazon.com was founded in Seattle, Washington, United States in 1994, four years later amazon. co.uk was launched in the United Kingdom. The brand is now a global company with dozens of different retail websites for different countries. Sync will be launched globally, although this report refers to the launch in the UK. (Amazon, 2017)
Positioning Statement The rationale for the service has come from research revealing disappointing experiences within the student and rented accommodation. Along with several trends and tribes, including technologies, social, legal and environmental.
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02 macro enviroment PESTLE Analysis The several different social trends have supported the campaign and added different features, making the app a one-stop app for multiple purposes. Listed below are several of the social trends.
Technological: Mobile Take-Over - The recent evolution of E-commerce to M-commerce - People now spend 7 times longer using mobile apps compared to mobile web browsers - 9/10 users access social media via mobile devices - A growing number of consumers are ordering their groceries online, an option made accessible by welldeveloped home delivery services and apps. - 4G is widely available to the UK population. - By 2020, mobiles will reach an even faster connection with 5G. (Kemp, 2018) (Consumer Lifestyles in the United Kingdom, 2018) (Digital Consumer in the United Kingdom, 2017) (WGSN, 2018)
The rationale behind creating an app for Sync comes the mobile take-over. Smartphones will soon grow even more advance and connective with 5G, using apps in daily life has become the norm, while in-app spending becomes more popular every day.
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Social: The Age of Rent - The private rented sector has doubled in size since 2004. - Almost half of all people aged 25-34 are paying a private landlord for their accommodation. - The total amount of rent paid by tenants in Britain soared to £50bn+ in 2017 - Home ownership has fallen to a 30-year low but house building continues to slow. - Rising house prices and stand still wages put home ownership out of reach for many. Now is a good time to invest in the rented property sector, reaching an all-time high. Millennials are well aware of the difficulties they face trying to get a mortgage. These several factors show the need for a property search engine based on renting.
Social: Generation Debt - Charities reported seeing a growing number of Young Adults seek help with bad debts in 2017, as they struggled to pay household bills. The fear of debt and the struggle budgeting have lead Sync to create the budgeting feature, to help the users and give them guidance.
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Focus Group Attendee, Samantha aged 18 I am worried about moving to Uni because some of my friends that are there now have overdrafts and they’re badly in them. (See Appendix 2)
”
76.74% of 16-30s struggle to budget their finances. (See Appendix 3)
(Jones, 2017) (Collinson, 2018) (Kollewe, 2017) (Consumer Lifestyles in the United Kingdom, 2018) (Customer Profile in the United Kingdom, 2018)
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Legal: Letting fee ban - Young people looking for properties in London say they are easy prey for letting agents, charging admin-fees of over £700. (Hale, 2016) - The intention to introduce a letting fee ban was originally announced in 2016 in a statement by the Chancellor. - The ban is now unlikely to come into force until Spring 2019 at the earliest. - Agents have been accused of hiking up their fees in anticipation. (Newman, 2018) Over half (58.14%) of people asked stated that they don’t believe in the statement “Any maintenance issues or complaints have been responded to and sorted out within a reasonable time frame”. (See Appendix 3) Transparency is a huge part of Sync; all consumers deserve their and regulations. Sync help to inform and assure nobody is taken advantage of. A star rating system allows accountability.
Social: The Share Economy - The short-term rental market is driven by millennials and has grown worldwide on the back of consumers embracing the share economy and platforms like Airbnb. (Marceux, 2018) - British are among the leaders in Europe when it comes to sharing. - The UK’s youth are driving co-living, seeking out new ways of living together that tap into generational attitudes. (Co-Living UK, 2018) - The rise of smartphones, the need for convenience and concern for sustainability, consumers are increasingly using a host of services via apps. (Consumer Lifestyles in the United Kingdom, 2018) “Co-living won’t just be a financial necessity for the Millennial generation, it will soon become increasingly aspirational” Liz Cheesbrough (Co-Living UK, 2018) The food share feature and co-living are rooted in the share economy. Driven by millennials, the demands for convenience and the concern for sustainability.
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Environmental: Waste Not, Want Not - In 2015, UK households threw away £13bn worth of food that could have been eaten. (Smithers, 2017) - A busier work life means that young people as if they have less time to plan meals or reuse leftovers. (WGSN, 2017) - Social and dining apps and platforms have become a popular method of trying to tackle the problem. VizEat, Oilo and Too Good To Go apps have used methods including eating with strangers and sharing leftovers with neighbours. (WGSN, 2017)
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We waste fridge food, fresh food, milk etc. We don’t all buy together and I live with 4 girls Focus Group Attendee (See Appendix 2)
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Food Waste is a growing problem, people who live with strangers tend to buy individual bread, milk, and other items. The food sharing feature helps them reduce their wastage and save on cost and time.
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03 micro enviroment Marketing Situation There has been a dramatic change in the property market, the rental market has soared in recent years. The total amount of rent paid by tenants has doubled in the last decade, in Britain it climbed to more than ÂŁ50bn in 2017. (Collinson, 2018) The UK is one of most digitally advanced commerce markets in the world. The arrival and advancement of new technologies have changed several different aspects of the rental process. From the communications with landlords and agents to the payment process and leasing applications. Agents are now spending less time at their desk and more time on mobile applications. (Consumer Lifestyles in the United Kingdom, 2018) (Barzilay, 2016) The usage of property portals in the UK is at a record high, in 2016 Zoopla was close to 50M average monthly visits to its website and mobile apps, while Rightmove received more than 120M visits each month. (Silva, 2016)
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More than 90 percent of people looking for their next living situation are searching online first and more than 60 percent are looking on mobile. - Matt Reilly, Director of Growth at RadPad (Barzilay, 2016)
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�
81% of students in higher education in the UK are from the UK
6% studying are from the rest of the EU
13% are from the rest of the world
95,090 students studied in the UK from China in the academic year 2016-17
The Student Market Chinese students far exceeds any other nationality; 95,090 students studied in the UK from China in the academic year of 2016-17. A significant increase (14% rise since 2012-13) (UKcisa, 2018)
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Interview Results “The student property market is increasing quite massively, on the bases that we have had one down year because of Brexit and had a 7% fall this year – around 7%.” “But that’s due to increase, with internationals coming from Asia, not so much from Europe. But that gap will be filled with the Asian market, but it’s also been a bad year for A-Levels so it’s hard to tell. Overall, it’s increasing massively and student population is expected to double by 2025.”
Interviewee Christian Samuel, the CEO of University Cribs.
(See Appendix 5)
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“It’s a very competitive market out there now, so landlords are learning from themselves and students that they must up their game. Double beds are now the norm, everyone wants to have a double bed.” “Landlords are trying to be proactive and provide that little bit extra, to get students to sign up with them. A lot of them also use incentives like they’ll fill their freezers, give them a crate of beer or wine or give them a £50 Nando’s voucher if students sign up with them. Using all those sorts of incentives.”
Interviewee Angela Frodsham, the manager at UCLan’s SU student accommodation services. (See Appendix 1)
The results of two surveys, a focus group, and two interviews show the need for the product, highlighting the miscommunication and different problems that regularly occur. For example, survey results show that....
40.48%
of people said
they have experience dampness and mould. Angela Frodsham stated that “one of the main complaints, is damp and mould etc. Strangely enough, a lot of tenants don’t really understand fully how to avoid condensation and often it has actually been caused by the tenants themselves.”
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the concept
SWOT
w
analysis
Weaknesses
S
- Big start-up cost - A new product and service for the brand - The app could be deleted - Using the wrong influencers - Could be perceived as only being for students - Several different customers to communicate to
Strengths - A gap in the market - Customer feedback has shown that there is a need (See Appendix Focus Group) - The loyal customer base for Amazon - Amazon Prime student database - Amazon already have several apps and are technical innovators - Amazon is a huge company with a massive budget for the campaign - 1/3 of people will rent by 2020 - A one-stop app with several features - The rise to M-Commerce
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t Threats
O
- Fewer students attended university - Competitors developing their service - Competitors bringing out the same features - High failure rates for start-ups - Consumers need to adapt to a digital approach to renting - Brexit uncertainty
Opportunities - The share economy is growing and the app could expand into car sharing for future developments - Promoting the time people are applying to universities and looking for accommodation options - Amazon already has a database of Prime Student members they can target - Amazon can track people who are getting ready for moving by their spending - Create brand loyalty and gain new Prime memberships - Easy to cross-sell across different platforms - International student growth, especially from China
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04 competitive situation The main competitors of the campaign are different property search websites and apps operating in the UK, the graph to thr right has the different competitors and highlights the similar features. Sync have other competitive apps that help with savings or food sharing. The graph shows that bubble student share several features with Sync, although they currently only operating in London. Syncs main competitors are University Cribs due to their fast growth and similar offerings and Rightmove because they are the UK’s favourite search engine.
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Competitors Graph
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SWOT Analysis of University Cribs “Our app is going to come out in October time and that will be for sorting your bills for your apartment or house and it will have your WiFi code, we’ve just launched Cribs Bills. After you sort your house through Cribs, you’ll be able to sort out all your bills immediately. That’s more likely to be on the app and not on the website directly.” Interviewee Christian Samuel (See Appendix 5)
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Strengths
Weaknesses
- Strong Brand Identity - In September of 2017, they secured angel investment of £450k - Virtual Reality tours - Newly launched Crib Bills working with brands like Sky and Netflix, helping users to sort out bills directly
- Do not have a huge brand awareness - Only launched in 2017, still a start-up - Only for finding student accommodation, only for students.
Opportunities
Threats
- The release of their app in October - Could expand to renting for more than students
- While waiting to launch the app and new tech, someone else could launch something similar or better - Students declining to live at University due to fears of debt
SWOT Analysis of Rightmove
Strengths
Weaknesses
- Strong Brand Identity - In September of 2017, they secured angel investment of ÂŁ450k - Virtual Reality tours - Newly launched Crib Bills working with brands like Sky and Netflix, helping users to sort out bills directly
- Do not have a huge brand awareness - Only launched in 2017, still a start-up - Only for finding student accommodation, only for students.
Opportunities
Threats
- The release of their app in October - Could expand to renting for more than students
- While waiting to launch the app and new tech, someone else could launch something similar or better - Students declining to live at University due to fears of debt
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05 consumer analysis the target market The target market for Sync is mainly categorised as millennials, although some fall into Generation Z – who have recently started higher education. They are young adults in higher education.
17-25 male or female, student
ACORN Group: Financially Stretched GROUP K: Student Life, Type 34 and 35 Lifecycle Stage: Striving Singles VALS: Strivers
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- Has a student loan - Many have an overdraft - Own a smartphone and has grown up with technology - Uses technology in a functional way and uses digital learning tools - Comfortable with buying goods online and in-app. From takeaways, groceries, and clothes to music, gifts, and stationery. - Manages bank account online and in-app - Uses contactless and Apple pay
- Uses Spotify daily and often has headphones in - Streams series and films on Netflix - Follow brands, influencers, and celebrities on social media - Instagram enthusiast - Use Pinterest for inspiration and watch YouTube Vloggers - Uses messenger apps more than texting
- Rely heavily on public transport - Many have a railcard - Travels by foot often - Has a UniDays account and begrudges purchasing without student discount - Compare prices on Amazon before buying items - May have an Amazon Student Prime Account - Looks at cheap flights on EasyJet and Ryanair and uses Airbnb - Shops on the high street, Topshop, and H&M - Struggles to budget their finances
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Can get lonely at University Has mixed feelings about living away from home Believes in Global Warming Wants to help the environment
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the secondary customer The secondary customer of Sync is also categorised as millennials, slightly older than the target customer. They are young professionals in the early stages of their careers.
- Young Professional - Singles and sharers - Some at the early stages of their careers - Most have a degree - Have student loans to pay off - Has a credit card - Most have a laptop or tablet - Use contactless and apple pay - Plan, research, and consider before they act - Plan to travel - Book tickets to gigs and events - Go out for dinner often - Access content relating to travel and lifestyle - Care about interiors - Enjoy going to a club or bar with friends - Has a busy lifestyle
24-30 male or female, professional ACORN Group: Rising Prosperity GROUP D: City Sophisticates, Type 15 and 17 Lifecycle Stage: City Startups VALS: Thinker
- Has a smartphone - Uses LinkedIn more than Snapchat - Use social media to make business contacts or find a job than to follow celebrities - Would relocate for their career - Respond to online competitions - Uses Uber and Uber Eats regularly - More likely to download paid apps to their phone or tablet - Read the newspaper and magazines online - Read posts and comment reviews about products
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the tertiary customer The tertiary customers are the accommodation owners, agents, agencies, and landlords.
- Has a mortgage - Many have children - Invest in companies and holds shares - Income is comfortably above average - Plan financially and may have savings - Responsive to advertising apart from home phone or TV - Travels on Virgin Trains - Has a car and drives to work - Goes to the gym and enjoys sports - Enjoys activities such as shopping, lifestyle, sport, or gambling
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30-54 male or female, professional ACORN Group: Affluent Achievers GROUP D: Executive Wealth, Type 6 and 7 Lifecycle Stage: Winner’s Circle VALS: Achievers
Owns a smartphone Value technology that provides a productivity boost Highly likely to own a laptop, tablet, and computer Social networking is more business focused Uses LinkedIn and has over 500 connections Has a Gmail account, regularly checks their email Subscription to Apple music Listens to podcasts Watches Ted Talks on YouTube Has an Amazon Prime Account Talks to Alexa Has subscriptions to magazines like WIRED Has their own blog, reads, and comments on other blogs
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Pre-recognised groups of consumers Another customer is the parent or guardian of the primary customer, who would want to be assured that their adult child is eating, budgeting their funds and having guidance while living away from home at University.
Persuasion Sync sell to their different customers in distinct ways, they target the primary and secondary customer with similar advertisements and tone-of-voice. Sharing their values on different environmental and social issues. The tertiary customer will be persuaded by marketing to them as business partners, working together to benefit each other and help each other grow.
06 brand analysis Brand Positioning Sync Mission Statement “It is our mission to make our community feel at home. We value relationships, transparency, respect, acceptance, and creativity.” Amazon Mission Statement “Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.”
Brand Essence Sync mission is different to Amazon, Sync has a friendlier tone-of-voice and approach. Sync is professional like Amazon, but they have also adopted the millennial way of thinking. They favour transparency and acceptance, they care about the environment and aspire to create a community within their brand.
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PRIMARY LOGO
COLOUR VARIATION
sync TYPOGRAPHY Helvetica Rounded - abcde Helvetica Rounded Black - abcde Helvetica Neue LT Srd Medium - abcde Helvetica 35 Thin - abcde
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07 marketing mix Product The product is an app and website that allows people to find rented accommodation and manage their life within their accommodation.
The Unique Selling Points The several different features are Sync’s unique selling point, Sync is more than just a property search platform. There are several benefits for all users.
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The Tenants Benefits Search: Searching for accommodation is personalised on Sync, by personality traits and lifestyle stages Messaging: Direct communication with landlords, agencies and house/ flatmates. Flexible Tenancy: Flexible tenancy lengths are available Food Share: Encouraged by the Waste Not Want Not trend, Sync offers a food share feature on the app, users can opt in or out to put their money together to share the essentials (milk, bread, cheese, eggs etc) within their accommodation. Helping to reduce wastage and reduce spending. Maintenance: Flagging up maintenance issues is easy, and is also logged. Users can feedback if their issues have been resolved Reminders: Reminders are sent out to users for important dates, for example for rent/payments due. Ratings: Consumers can give feedback and ratings on their experience, only factual and approved by Sync. Budgeting: Debt amongst millennials is a growing problem, help with budgeting funds is available through Sync. Online/in-app rental applications: Quick easy paperless application process, easy to access from anywhere. Information: Research shows that young people do not read tenancy agreements, highlight need to know. Virtual Reality Tours: Consumers can look around accommodation without having to book a viewing.
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The Advertisers Benefits Huge Market: Built in student and millennial market Marketing: Tricks and tips on how to market to users Reports: Market intelligence to help their marketing strategy Seminars: Online webinars and face to face seminars to gain knowledge and insight Informative: Receiving important information on new laws and legislation, when they are coming into practice and what effects they may have. Messaging: Improving communication with tenants, Sync understands that younger renters are accustomed to fast communication methods. Maintenance: Guides to help tenants with common complaints before flagging them up with the landlord/agency can save them time. Reminders: Reminders are sent out about maintenances issues after tenants report them. Accountability: Records of complaints, factual checks on reports and the actions taken. Online/in-app rental applications: Quick easy paperless application process, saving time and ease of process. Sent out at the click of a button.
“A student will come in and say ‘I want to get out of my contract because my landlord hasn’t fixed X, Y, and Z. Then, they’ll give me a whole saga about different things that are wrong, but in fact when you get down to the bottom of it. They just want to get out of their contract, they’re not happy living there or they want to live with their mates.” Interviewee Angela Frodsham (See Appendix 1)
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Price The price of using and downloading Sync to search is free, this comes from research into the competitors and the customer, none of the brand’s competitors charge users to search for accommodation.
83.33%
I don’t pay for apps
stated that if they had to pay for an app, it would discourage them to buy it (See Appendix 4).
Sync give advertisers the choice to take out a monthly subscription at the price of £467. For smaller agencies or landlords who find this sum too expensive or unnecessary, Sync takes a percentage of all accommodation they rent out through the brand. Both get access to online seminars and helpful marketing tips, but subscriptions get added benefits and freebies, enticing them to subscribe. The brand has many opportunities to cross-sell and gain Prime memberships through users.
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Place Amazon is a global company selling in dozens of different countries. Sync will be launched globally, with a major focus starting out in the US and UK market. In the UK, Sync is available in all major cities and major student locations.
Sync Head Office Amazon has three offices in London in Holborn, Leadenhall and recently Shoreditch. In 2017, the brand opened a new headquarters in The Principal Place building in Shoreditch, London to support its growth in the country. Sync HQ in the UK is also in London, at The Principal Place side by side with Amazon. (Amazon, 2017) “London is one of the world’s truly great cities and home to some of the most talented, creative people on the planet, and we are delighted to provide our teams of innovators with a new, purpose-built workplace.” Doug Gurr, UK Country Manager, Amazon.
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Promotion The promotion is split into two sections, due to the different ways in which Sync will promote to their different customers.
Campaign Promotion for searchers: Outdoor Advertising The survey results reveal that when asked “What is your main form of transport?�, given the option to choose multiple, walking came in as being the most used form with (53.33%), followed by driving (46.67%), then getting the train (37.78%). (28.89%) answered the bus. (See Appendix 4) Billboard: The target customer mainly using walking and driving as their means of transport means that billboard adverts are essential to market to them. Paper billboards will be in several locations over the UK.
get synced
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Taxi: Black cabs, mainly in Central London will be fully branded and visual to Sync. Adverts with QR codes will be inside and on the back of the lifted-up seats to prompt people to download the app.
Tube Ads: London has a huge market for people wanting to rent, but also for people visiting from around the UK. 150,000 commuters enter the Tube network each hour, providing Sync with wide exposure.
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Bus Shelter: Clear channel bus shelter will be located at bus shelters near Universities, with QR codes prompting app downloads. Ad Shells and screens: Clear Channel Ad Shells and Socialite screens will be present with ads about Sync and the different features of the app, strategically placed.
Online Advertising Email Marketing: Emails are sent out by several relevant brands to their existing database. Sync are collaborating with UniDays to offer one month’s free rent when signing up for Sync. Gaining exposure to the huge student database of UniDays. Email Marketing: Amazon sends out emails to their existing database about their latest brand extension, Sync. Targeted the right consumer depending on the knowledge they will have, for example: if they have a Prime Student account or are the target age range. The email will inform and prompt them to download the app.
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Online Advertising: Google Ads with search terms relating to the service like ‘Student, Accommodation Rental’ etc and under a search of competitors like ‘Rightmove, University Cribs’ allows Sync to target users looking for these services or websites. Digital Content Marketing: The brand’s blog posts out advice and helpful articles about rented accommodation, along with inspiration. Posts will include interiors inspiration, lifestyle, food-posts, festival guides etc. With links to any of Amazons products featured, encouraging cross-selling through the platforms.
Social Media Social media marketing is essential for the target customer, who have grown up using social media. Sync has all different forms of social media including Facebook, Twitter, Instagram, Pinterest, YouTube, LinkedIn and Snapchat.
Stories
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Instagram is the main social platform used in this campaign because it is the favourite of the target customer. Instagram stats show there are currently more than 800 million monthly active users. (Osman, 2018) Content will be planned for weeks ahead, constantly keeping the brand identity. Stories will include visiting different cities were Sync is operating, showing the consumers around the cities and accommodation. When asked “Which social media platform do you use most frequently?� the highest amount answered Instagram (68.09%) (See Appendix 4)
68% prefer
Influencer Marketing Sponsored Instagram: Sponsored Instagram posts will be sent out to the United Kingdom, targeting students and young professionals. Informing them on Sync and encouraging them to download the app via a link. Instagram Influencer Marketing: Sync work with influencers and micro-influencers with different sizes of followers to promote their brand. Sync is made for millennials looking to rent, the influencers used are the customer.
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Twitter is a platform that allows brands to create a tone of voice and easy communication with their customer, Sync has a customer help twitter account @SyncHelp along with their personal one @Sync. Facebook posts about the product and service, along with videos and blogposts shared across the platform, users can share properties straight to Facebook messenger from the app allowing them to send to their friends. YouTube remains the leading digital video platform amongst millennials. (Fullerton, 2017) Video is becoming an increasing part of online media consumption. Sync will use video to inform the customer over being text heavy. Along with videos on how to maximise space in small accommodation.
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Snapchat A snapchat filter will be available at several Universities at different times for different open days, and in September through freshers week. Pinterest is used by Sync to post inspiration on interiors and student hacks. Posts will include dorm it yourself, healthy food recipes and more. LinkedIn informative posts about features and different advice about how to choose a degree to study or find a graduate position.
Events and Pop-ups
Pop up: A pop-up tent with friendly informative staff will be at university open days, creating knowledge of the brand with parents, future students etc. Loud music will be playing, the atmosphere is fun and friendly and there are prizes to be won. Creating engagement offline.
Promotional merchandising: Goodie bags and postcards are handed out at universities on open days and freshers week
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Branded Ice Cream Van: Quirky vans serving up treats like ice cream and bubble will travel to several cities around fresher’s week, creating brand awareness and encouraging app downloads for discounts. Sponsored Events: Festivals are a favourite of the target customer, Sync sponsors Lovebox Festival in London. Gaining brand awareness with the target market before they begin or return to University is important. Events: Meet-up events like ‘Find your Flatmate’, Gin nights and Cinema screenings help the customer find people to live with/ socialise with. While creating brand awareness and loyalty.
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Guerrilla Marketing Pop up: A typical student accommodation room with several different maintenance issues in the form of an escape room. Players have to flag up the issues on the app (they have to download the app and sign up to play), then they are allowed into the next room - how their accommodation would be with Sync. The final room is a bar with a free drink.
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Offers and Incentives Opening offers: Consumers will be in with a chance to win a one-month free rent by signing up for Sync. Loyalty scheme: After booking through the Sync app for two years, the third-year consumers get a small discount on bookings. Amazon Brand Ambassador: Amazon currently hire student brand ambassadors to help the brand increase awareness and promote Student Prime. Ambassadors will create awareness of Sync and encourage people to use the service.
Packaging Designs Packaging: Amazon deliver huge amounts of packages every day, a package with Sync’s branding and/or a leaflet about the service will create awareness. This can be easily targeted to the correct customer from the Prime Students database. Packaging: Packaging for milk, bread, chicken and other items that are most frequently wasted will have ethical messages on and stats about wastage. Showing the customer Sync is trying to tackle an ethical problem and reminding them of the sharing feature within the app.
Campaign Promotion for Accommodation Advertisers Promotion to the advertisers will be more professional, business-like and corporate. Helping the advertisers grow their business is a gain for Sync, the brand will inform them of the benefits and encourage them to advertise. Opening offers: First month’s subscription half price and no commission taken from the first room rented.
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Online Advertising Email Marketing: Amazon sends out emails to their existing database about Sync. Only these emails will show the features of advertising in Sync. Again, targeted the right consumer depending on knowledge from their existing database. Online Advertising: Google Ads with search terms relating to the service like ‘Post a property, Advertise Accommodation, Student Accommodation, Rental’ etc. Website: The website is like an online brochure for Sync, allowing the advertisers to learn detailed information more about the brand, why to post with them, how Sync help you grow your business and portfolio etc. Digital Content Marketing: The brand’s blog also posts advice and helpful articles for the advertisers. Posts will involve news and changes in the rental market, laws and legislations etc. Along with tricks and tips on how to market to millennials and increase engagement with accommodation.
Social Media Sponsored Instagram Posts: Sponsored Instagram posts will be sent out to the United Kingdom, targeting advertisers.
Sponsored Post
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Facebook Workplace: A platform that allows team members to share ideas, brainstorm and achieve more together. Workplace by Facebook connects everyone to familiar features.
Marketing Packs Introduction Booklet: Sent to agents and agencies, about who Sync are and what they do. Booklet: Booklets of information, guidelines, advice on issues, for example: how to buy to let and application processes are available for letting agencies, agents, landlords and associates showing interest in advertising. Leaflets: Legal Information pack with things including leaflets on fire safety and gas safety and electricals risk assessment, tenancy deposit legal information and summaries of standards of amenity and fitness for habitation.
Window Cards: Sync window cards ‘We advertise on Sync’, ‘Sync Verified’ ‘Proudly Synced’. Available in portrait or landscape, to fit any window display. Branded: Pens, coasters, mugs and a selection of the latest point of sale material.
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Events Events: Events and Industry talks for property agents and landlords help them market to the customer and teach them new skills. Live Streams: Access to live streams of industry interviews Q&A Streams: Constant communication between Sync and their advertisers, live Q&As help create a responsive relationship.
All the customers
Advertorial The Washington Post: The paper owned by Amazon’s CEO, Jeff Bezos will feature an informative story on the Amazon brand extension. Advertorial: Print and online editorials will be used for advertorials to gain coverage and attract all the different customers; primary, secondary and tertiary.
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PR Campaign Press Pack: To gain wider exposure for the campaign, a press pack will be sent out too many different magazines, newspapers and TV shows including The Guardian and This Morning for potential editorial space. Allowing Sync to gain exposure without going over budget. The press pack will include a link to PRShot.com to gain imagery, a letter detailing the brand and a personalised invite. Press Event: A press event will be hosted at Sizona, a 2,000 square feet spacious minimalist loft apartment in the heart of East Central London. Playing on the fact it’s a rental app, with Instagrammable interiors.
PR and Promotional Timeline Continuous Promotion Important Promotion Amazon UniDays Parklife Lovebox Influencer Marketing
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Promotion Costings
Advertorial
(bradinsight.com) Billboard Clear channel 40-week booking: £25,720 x40 = 102,880 (airoutdoor.co.uk) Train Adverts 1 Clear Channel poster (£1,050 site for 18 weeks): x30: £31,005 Zoe Patrick employee at Clear Channel Tube Advert unknown Interactive Digital Adshel £2,500 for two weeks x30: £75,000
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Instagram Promotion The purpose of the Instagram promotion is to get more app visits from link to the app store and create awareness all over the United Kingdom. Due to the different rate of students and people looking for rent in different locations in the UK, there is different pricing for different locations and the amounts of reach.
(worked out on Instagram promotion, see Appendix 6)
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Branded Ice Cream Van From £15,000 to buy (promohire.co.uk) Pop up Tent at Open Days & Freshers (initial order of) Market Trader Tent Bundle 3m x 6m = £1,683.00 x20 = £33,660 (discountdisplays.co.uk) Opening Offers/Competition 5 people, 1 months’ rent: up to £5,000 Press Event: Sizona is a 2,000 square feet spacious minimalist loft apartment in the heart of East Central London: 1,200 for one day (canvasevents.co.uk) Press Pack, Letters: £50 Invite: £122 Mugs: (72) £162(mugstore.co.uk) (initial orders) Postcards, Original Postcards - finish on both sides: 30,000 = £18,708 (moo.com) Micro-Influencers 3 – 10K: £50 - £100 10 – 25K: £100 - £180 25 – 50K: £80 - £250 50 – 100K: £250 - £350 100K+: £350+ (tribegroup.co.uk) Guerrilla Marketing Pop up Moving Box Old Street - Arches Event Space: 3,500 per day Lighting, Toilets, Security system, Security shutters, Stock room, Wheelchair accessible, Wifi Parking provided (appearhere.co.uk) Staff uniform 10x = £489.99 (wearyourlogo.co.uk) Staff pay: 8 hours: £96 = £960 Bus Shelter Shelter Wraps: (Large) £1,700 “start from £1,500 for two weeks up to 1,700 large for two weeks” George McGhee employee at Clear Channel Costing: Initial costing at £563,218
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People It is important to Sync that their staff are passionate about working for Sync. - Brand Guidelines: Sync has a clear brand identity; brand guidelines are given to staff to assure they understand how to represent the brand. - Uniform: Employees working in Pop-ups will have a relaxed uniform, a sync t-shirt is required to be worn with casual pants. - Training: 5-day training course will be given to staff, everyone from the people working the open days to the head office team will be trained and knowledgeable about Sync. - Tone-of-voice: Sync talk to their customer as if they are a friend, they speak in a respectful manner and pride themselves on being transparent. Discrimination of any kind is not tolerated by the brand.
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08 conclusion To conclude this report, the increase in the rental market illustrates why it is logical to invest in this sector. The primary research from people at industry level to the customer themselves show the miscommunication and dissatisfaction with the current level of services available. This campaign will be successful due to the current brand loyalty towards Amazon from UK consumers and the clever marketing techniques for each individual customer. The campaign is strategically thought out and stands out against its competitors due to the understanding of the millennial customer. The unique selling points are the array of social, technological, legal and environmental trends that make this service more than a property search portal. The success of the campaign runs on the communication of USP and the different features in place. Sync will sustain in the market due to their innovating ideas and technological advances, Amazon were early adapters in the move to online retail, the brand understands the success in investing in new technology and creating an easier life for their customer.
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09 references
& bibliography References Amazon, 2017. Amazon. [Online] Available at: https://www.amazon.co.uk/p/feature/65jaze3neond5vw [Accessed 28th March 2018]. Barzilay, O., 2016. Tech Crunch. [Online] Available at: https://techcrunch.com/2016/09/04/technology-is-finally-changing-theapartment-rental-experience/ [Accessed 6th April 2018]. Co-Living UK, W., 2018. WGSN. [Online] [Accessed 28th March 2018]. Collinson, P., 2018. The Guardian. [Online] Available at: https://www.theguardian.com/money/2018/feb/12/uk-tenants-paid-record50bn-in-rents-in-2017 [Accessed 1st April 2018]. Collinson, P., 2018. The Guardian. [Online] Available at: https://www.theguardian.com/money/2018/feb/12/uk-tenants-paid-record50bn-in-rents-in-2017 [Accessed 6th April 2018]. Consumer Lifestyles in the United Kingdom, C. R., 2018. Passport. [Online] Available at: https://www.portal.euromonitor.com/portal/analysis/contentlink [Accessed 20th March 2018]. Customer Profile in the United Kingdom, C. R., 2018. Passport. [Online] Available at: https://www.portal.euromonitor.com/portal/analysis/contentlink [Accessed 15th March 2018]. Digital Consumer in the United Kingdom, P., 2017. Passport. [Online] Available at: https://www.portal.euromonitor.com/portal/analysis/contentlink [Accessed 28th March 2018].
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Fullerton, L., 2017. The Drum. [Online] Available at: http://www.thedrum.com/news/2017/01/11/millennials-check-youtube-leastonce-day-with-29-watching-ads-all-the-way-through [Accessed 1st April 2017].Hale, T., 2016. Financial Times. [Online] Available at: https://www.ft.com/content/2afb2b7e-b231-11e6-a37c-f4a01f1b0fa1 [Accessed 15th March 2018]. Jones, R., 2017. The Guardian. [Online] Available at: https://www.theguardian.com/money/2017/mar/02/home-ownership-inengland-at-a-30-year-low-official-figures-show [Accessed 3rd February 2018]. Kemp, S., 2018. We Are Social. [Online] Available at: https://wearesocial.com/blog/2018/01/global-digital-report-2018 [Accessed 5th March 2018]. Kollewe, J., 2017. The Guardian. [Online] Available at: https://www.theguardian.com/money/2017/jun/12/one-in-four-households-inbritain-will-rent-privately-by-end-of-2021-says-report [Accessed 13th Febuary 2018]. Marceux, P., 2018. Top Five Household Rental Markets, Passport Report, s.l.: Passport. Newman, R., 2018. Shelter Policy Blog. [Online] Available at: http://blog.shelter.org.uk/2018/01/what-will-take-longer-banning-lettingagent-fees-or-brexit/ [Accessed 15th March 2018]. Osman, M., 2018. Sprout Social. [Online] Available at: https://sproutsocial.com/insights/instagram-stats/ [Accessed 28th March 2018]. Silva, M. D., 2016. Estate Agents Today. [Online] Available at: https://www.estateagenttoday.co.uk/industry-views/2016/6/the-currentstate-of-play-in-the-property-portal-market [Accessed 6th April 2018]. Smithers, R., 2017. The Guardian. [Online] Available at: https://www.theguardian.com/environment/2017/jan/10/uk-throwing-away13bn-of-food-each-year-latest-figures-show [Accessed 3rd February 2018]. UKcisa, 2018. UK Council for International Student Affairs. [Online] Available at: https://www.ukcisa.org.uk/Research--Policy/Statistics/International-studentstatistics-UK-higher-education [Accessed 6th April 2018]. WGSN, 2018. 2020 Future Consumer, s.l.: WGSN. WGSN, C. I., 2017. Waste Not Want Not: Tackling Food Waste. [Online] Available at: http://www.wgsn.com [Accessed 3rd March 2018].
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Bibliography Amazon, 2017. Amazon. [Online] Available at: https://www.amazon.co.uk/p/feature/65jaze3neond5vw [Accessed 28th March 2018]. Barzilay, O., 2016. Tech Crunch. [Online] Available at: https://techcrunch.com/2016/09/04/technology-is-finally-changing-theapartment-rental-experience/ [Accessed 6th April 2018]. Co-Living UK, W., 2018. WGSN. [Online] [Accessed 28th March 2018]. Collinson, P., 2018. The Guardian. [Online] Available at: https://www.theguardian.com/money/2018/feb/12/uk-tenants-paid-record50bn-in-rents-in-2017 [Accessed 1st April 2018]. Collinson, P., 2018. The Guardian. [Online] Available at: https://www.theguardian.com/money/2018/feb/12/uk-tenants-paid-record50bn-in-rents-in-2017 [Accessed 6th April 2018]. Consumer Lifestyles in the United Kingdom, C. R., 2018. Passport. [Online] Available at: https://www.portal.euromonitor.com/portal/analysis/contentlink [Accessed 20th March 2018]. Customer Profile in the United Kingdom, C. R., 2018. Passport. [Online] Available at: https://www.portal.euromonitor.com/portal/analysis/contentlink [Accessed 15th March 2018]. Digital Consumer in the United Kingdom, P., 2017. Passport. [Online] Available at: https://www.portal.euromonitor.com/portal/analysis/contentlink [Accessed 28th March 2018]. Fullerton, L., 2017. The Drum. [Online] Available at: http://www.thedrum.com/news/2017/01/11/millennials-check-youtube-leastonce-day-with-29-watching-ads-all-the-way-through [Accessed 1st April 2017]. Hale, T., 2016. Financial Times. [Online] Available at: https://www.ft.com/content/2afb2b7e-b231-11e6-a37c-f4a01f1b0fa1 [Accessed 15th March 2018]. Households: United Kingdom, P., 2018. Passport. [Online] Available at: https://www.portal.euromonitor.com [Accessed 12th March 2018].
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Jones, R., 2017. The Guardian. [Online] Available at: https://www.theguardian.com/money/2017/mar/02/home-ownership-inengland-at-a-30-year-low-official-figures-show [Accessed 3rd February 2018]. Kemp, S., 2018. We Are Social. [Online] Available at: https://wearesocial.com/blog/2018/01/global-digital-report-2018 [Accessed 5th March 2018]. Kollewe, J., 2017. The Guardian. [Online] Available at: https://www.theguardian.com/money/2017/jun/12/one-in-four-householdsin-britain-will-rent-privately-by-end-of-2021-says-report [Accessed 13th Febuary 2018]. Lucas, G., 2011. Guerrilla Advertising 2: More Unconventional Brand Communications. 2nd ed. s.l.:Laurence King. Marceux, P., 2018. Top Five Household Rental Markets, Passport Report, s.l.: Passport. Newman, R., 2018. Shelter Policy Blog. [Online] Available at: http://blog.shelter.org.uk/2018/01/what-will-take-longer-banning-lettingagent-fees-or-brexit/ [Accessed 15th March 2018]. Osman, M., 2018. Sprout Social. [Online] Available at: https://sproutsocial.com/insights/instagram-stats/ [Accessed 28th March 2018]. Renshaw, R., 2018. Estate Agents Today. [Online] Available at: https://www.estateagenttoday.co.uk/news_features/Rightmove-puts-up-itsprices-to-agents [Accessed 2nd April 2018]. Silva, M. D., 2016. Estate Agents Today. [Online] Available at: https://www.estateagenttoday.co.uk/industry-views/2016/6/the-currentstate-of-play-in-the-property-portal-market [Accessed 6th April 2018]. Smithers, R., 2017. The Guardian. [Online] Available at: https://www.theguardian.com/environment/2017/jan/10/uk-throwing-away13bn-of-food-each-year-latest-figures-show [Accessed 3rd February 2018]. Sorrentino, M., 2014. Creative Advertising: An Introduction. s.l.:s.n. Taylor, A. K., 2013. Strategic Thinking for Advertising Creatives. s.l.:s.n. UKcisa, 2018. UK Council for International Student Affairs. [Online] Available at: https://www.ukcisa.org.uk/Research--Policy/Statistics/Internationalstudent-statistics-UK-higher-education [Accessed 6th April 2018]. WGSN, 2018. 2020 Future Consumer, s.l.: WGSN. WGSN, C. I., 2017. Waste Not Want Not: Tackling Food Waste. [Online] Available at: http://www.wgsn.com [Accessed 3rd March 2018].
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10 appendix (Appendix 1) Interview Results, Angela Frodsham Accommodation Services Manager at UCLan What common complaints do you get from Students in their accommodation? “one of the main complaints is damp and mould etc. Strangely enough, a lot of tenants don’t really understand fully how to avoid condensation and often it has actually been caused by the tenants themselves. It’s quite regularly we get students coming in to say, our bathrooms full of mould and the landlords done nothing about it and so on” How would you feel about informing students how to prevent through the app beforehand? “well, it’s the preventable part of it, if everyone put the heating on frequently and ventilated adequately the problems wouldn’t occur.” Any others? “Another thing we get frequently, is landlords comings round and letting themselves into properties without giving any notice. Which they’re not allowed to do, by law they have to give 24 hours written notice unless it’s an emergency” “Students often want to get out of their contracts because they’re having issues, but they don’t realise it’s a legal binding document. We can’t wave a wand and get a student out their contract.” “If its hall in halls or student residence, you can move people around, but when it’s a house it’s very difficult.” “Students will come with all sorts of complaints, they’ll tell us their heating hasn’t been working for weeks or the cooker hasn’t been working, or the shower. The often complaint is that they have reported it to the landlord and they haven’t solved it.” “This is something that I think is typical human nature, a student will come in and say ‘I want to get out of my contract because my landlord hasn’t fixed X, Y and Z. Then, they’ll give me a whole saga about different things that are wrong, but in fact when you get down to the bottom of it. They just want to get out of their contract, they’re not happy living there or they want to live with their mates.”
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Do you believe students know their rights within their tenancy agreements? “Generally, the students haven’t thoroughly read and understood the tenancy agreement. Students and young people don’t read everything they are given” “A few years ago, we would get a lot of complaints about landlords taking deposits. Nowadays its less common because they have a dispute service. The dispute service will look into the matter and decide who is going to get what back. What you do find now, that because it’s a hassle to the landlord to do a deposit scheme, some landlords don’t charge a deposit at all. It’s not a wise move on the part of the landlord.” Is there anything in place to make sure your accommodation is at a standard? “When I started the private registration scheme, about 25 years ago, I went around and looked at all the properties, I looked round at the properties that were being rented to students and they were absolutely appalling. So, I worked with the to the council and said, ‘Look this is just not good enough, what standards can we put in here?’ because the landlords’ impression was ‘well it’s ONLY for students. So it’s a dump? So, what?’. Well I wasn’t having that, so year after year we made our standards more and more strict, so now the qualities of the properties we register is so far removed from what was available 25 years ago.” “The basic rule of thumb is ‘would you be happy for one of your kids to live in this house?’ “We have to go out and inspect the house, and make sure it’s authentic and that it complies with all the houses with multiple occupancy requirements.” Do you believe students have become more demanding with their accommodation? “In terms of students demanding more, it’s a very competitive market out there now, so landlords are learning from themselves and students that they must up their game. Double beds are now the norm, everyone wants to have a double bed. Landlords are trying to be proactive and provide that little bit extra, to get students to sign up with them. A lot of them also use incentives like they’ll fill their freezers, give them a crate of beer or wine or give them a £50 Nando’s voucher if students sign up with them. Using all those sorts of incentives.”
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Do you think students get ripped off with accommodation? “Depends, here in Preston it’s not so bad. But my kids went to Manchester and its close to double in price. There is such a big surplus in Preston, which benefits the students cause landlords are in competition with each other. The rents are less now than they were 6-7 years ago.” “Since the tuition fees went up to £9,000, a lot of students have choice to commute from home. A lot of students at UCLan live in commuting areas.” How do you feel about the app offering a place to flag up maintenance issues to landlords? “What we say to students is, if you need things doing then you need to tell the landlord. Where’s the evidence that you’ve complained 6 times? you need an email or text for evidence. If you ever had to go to court, that’s what’ll be relied on. Written reporting.” Do you think universities would work with something like my APP? “I think in theory they would” “I do sometimes read these third-party guides about house hunting, that have been produced by other people like The Student Union or other Student companies and I always think that they’re, they are alright but the more tailor made that they are to location they live in the better. If someone was really doing an app like this, the best thing they could do is work with us people who work in the accommodation services, because we know what we’re talking about. I often see that they talk about signing the tenancy agreement – say if you were living in Manchester, you’d probably have no option to sign a joint tenancy agreement and if one person didn’t pay the rent the remaining people would be responsible. But the scheme here in Preston, we don’t allow that and students here need to know, it’s too much liability on the student.”
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(Appendix 2) Focus Group Results, 4 Student Participated What issues have you had with your accommodation? Georgia: The heating, there’s been problems with the shower, the Wi-Fi, the keys for the door. Jess: I’ve got a fly infestation, the heating turns on and off, I think they’ve put it on a timer. The Wi-Fi only works in my kitchen. They told me that there’s mice in the walls. Maria: We’ve had problems with the keys we had to get them recut. It was a hassle but they did reimburse us. We have to pay our rent in cash, because he wants to avoid the tax man. When you reported these issues, how long did they take to be resolved, if at all? Georgia: Mine hasn’t been that long apart from the shower, that’s been very long. Probably reported it, over and over again and they’ve come back out over and over but to get it fully done probably a couple of months. Jess: I’ve had pest control round, and he said he couldn’t really work out where the flies were coming from, so I had to sit and try and watch where they were coming from. But he just comes at inconvenient times and my landlord won’t let him in and I’m always at Uni so its inconvenient and not been sorted. Maria: Ours was alright, they handle them within a couple of days, some within a week. How do you usually flag up issues? The actual site, by phone and texts – but we don’t get emails, it’s all through private numbers. Before you moved in were you ever made to believe there would be utilities available that weren’t provided? I was told there would be a microwave there, and I haven’t got a microwave. How would you feel about having a direct communication with your landlord and a log of maintenance issues? I think that’s a good idea, I don’t even know who my landlord is. I know this will be different for you, but did you struggle to find house/flatmates when you came, in first year? Maria: In first year I lived with people I hated. Jess: I lied with a guy who wasn’t clean and it was vile. We had ants. Georgia: We had problems with a girl in first year and second year was awful, I still lived in halls and it was random people. Samantha: I’m worried about living with people I don’t know, because my friends that are at university have had bad experiences with people. One was a guy coming in really drunk, passed out and making loads of noise.
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Would you like the option to have to choose your flat/housemates, the year they’re in, or mixed boys/girls, social? Jess: Yeah and I think it would help with what course they are on as well; my course is very demanding. Whereas some courses aren’t and they can just go out. Maria: I think it’d be good for what year they’re in as well, like putting third years with first years when first years don’t really care. Do you have all your house/flatmates on Facebook? In first year we did it straight away. How would you feel about having a direct line of communication with your house/flatmates before you’d even moved in? Georgia: We did do that with a Facebook group, but obviously everyone didn’t find each other there. So I knew two people but didn’t know the 3rd or 4th. Samantha: I think it’s a good idea, because I’d be nervous going, the first time, away from home. I think it’s better to know the people. Maria: I found my flatmates on Facebook before I moved in and noticed two of them were on the same course, so it was good to know that and bound with them over it before we’d even moved in. Do you waste food in your accommodation? Maria: Yes, fridge food, fresh food, milk etc. Jess: We don’t all buy together and I live with 4 girls. How would you feel about a food share service, all your essentials sent shared? Jess: Yeah, definitely. I remember the toilet paper fiasco in first year. You’d get people buying toilet paper and being like “right it’s your turn next” because you took it turns. But there would be people who wouldn’t buy it so you’d have to get it for yourself and take a roll every time you went to the toilet. If Amazon was a person, what word would you use to describe them? Georgia: Useful, you can find a lot of things on there. Jess: Good value for money, they are always cheaper than other places Do you trust the brand? All: Yes
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Why do you trust the brand? Georgia: Because they also come on time Jess: Don’t think I’ve had any stress or anything with them Do any of you have Amazon Prime? Jess: Yes The rest: No Georgia: I had a free trail previously
What do you think of the brands Instagram page?
Georgia: Looks fun, I wouldn’t have fault Amazon straight away Sam: Colourful, would expect it to be like urban outfitters or Asos Maria: It’s quirky and fun, I think it works well Do you struggle to budget your finances? Georgia, Jess and Maria: Yes Samantha: I’m worried for moving to Uni because some of my friends that are there now have overdrafts and they’re badly in them.
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How do brands engage you, do you want them to share your values? Jess: It’s not that important to be to be honest, I wouldn’t not shop somewhere because they don’t have the same values as me. Georgia: I think I shop there if it’s got a good name and a good reputation. Do you ever pay for apps? Georgia: No never. All: agreed Which public transport do you use the most, if any? Maria: I drive Georgia: Probably the train, when I travel back home and visit friends Samantha: I use the bus to and from college, but I mostly walk Jess: Yeah, I’m the same – the train and walking Which social media do you use the most? All: Instagram Georgia: I use Pinterest a lot due to my course, I try and look for influence in my designs (Fashion Design) Samantha: Probably YouTube or Instagram at the minute Snapchat? Samantha: I don’t use it as much anymore Do you use Facebook? Georgia: Not often Samantha: Only for messenger
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(Appendix 3) Survey Results, 43 male and female individual responses
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(Appendix 4) Survey Results, 47 male and female, aged 16 - 30 individual responses
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(Appendix 5) Interview Results, Christian Samuel CEO of University Cribs I read online that you bought the domain name for University Cribs in 2010, what lead you to the idea? “The stairs fell in my university house and the process of finding somewhere was not the best.” I noticed University Cribs don’t have an app, is there any reason behind this? “Most people want to look at properties on a desktop, but our app is going to come out in October time and that will be for sorting your bills for your apartment or house and it will have your WiFi code, we’ve just launched Cribs Bills.” “I don’t know if you have me or LinkedIn or anything, but we’ve just launched Cribs Bills where you’ll be able to sort all your household bills on one platform. Straight away after you sort your house through Cribs, you’ll be able to sort out all your bills immediately. That’s more likely to be on the app and not on the website directly. We’ve sorted agreements with Sky, Netflix and other brands.” Do you think the market has increased or decreased? (due to people not coming to university as much) “It’s increasing quite massively, on the bases that we have had one down year because of Brexit and had a 7% fall this year – around 7%. But that’s due to increase with internationals coming from Asia, not so much from Europe. But that gap will be filled with the Asian market, but it’s also been a bad year for A-Levels so it’s hard to tell. Overall, it’s increasing massively and student population is expected to double by 2025.” Who are your main competitors? “Student.com, Uniplaces and StuRents. But we don’t consider any of them as competition, massively on the bases that we do all 3 of what they do. We also do bills, we’re doing contracts, we do your tenancy agreements, referencing. Within the next 6 months we’ll manage that whole process from picking up your keys we will have a Deliveroo style business where we will have students on orange motorbikes going around and doing the viewings etc.”
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Are there any procedures you follow before someone can list a property? “There’s all sorts, it depends on where their property is. I don’t have them on hand.” You said that people usually access the website through their laptop, what’s the most effective form of promotion for that? “Using their mobile, people will usually come on in the morning. We see traffic spike in the morning with mobile, then those same users come back in the evening. I assume that’s because they’re showing housemates, pinging it in a WhatsApp chats, etc. We’re just about to launch a feature in the next couple of days, were people can share all on one platform.” That’s one of the features for my APP, communication with their housemates and landlords “Really? I’ve just been in a meeting in Farringdon now, we’re building part of the app where you’ll be able to communicate with your landlord, you’ll be able to communicate directly with Cribs and everything will be managed all on one simple platform on the app.”
(Appendix 6) Instagram Sponsored Advert Below is how I worked out the pricing for each of my sponsored Instagram posts, choosing which age and interests to target in which areas and getting a price directly from Instagram.
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(Appendix 7) Pricing and Engagement
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