KU Memorial Unions Plansbook

Presented by The Hi5 Agency
Matthew Destache
Claire Hodson
Megan Johnson
Sara Kiszka
Alexander Reinhard
Kara Schwerdt

Table of Contents
Acknowledgements 3
Executive Summary 4
Situation Analysis
Client 5
Industry 11
Competition 14
Consumer 18
Research 21
Research Plan 22
Secondary Research 23
Primary Research 26
One-on-Ones 28
Focus Groups 32
Survey 38
SWOT Analysis 54
Campaign Objectives 60
Strategic Recommendations 61
Target Audience 62
Marketing Mix 63
Product Improvements 64
Price & Place 68
Promotion 70
Advertising 73
Advertising Budget 82
Public Relations 83
Sales Promotion 88
Media Plan 94
Campaign Budget 95
Final Thoughts 96
References 97
Appendix 105

Acknowledgements
After a long and much-appreciated journey, group Hi5 would like to kindly thank everyone
who helped contribute to the success of this campaign.

We would first like to thank David Mucci and the KU Memorial Unions Corporation for
allowing us to put our knowledge to the test and for the chance to share our research and
thoughts on the continuing growth of the Kansas Union. Every step throughout this campaign
has been an immense learning experience and we could not have asked for a more
respectable and enjoyable client.

This success of this campaign is contributed to the help from Mike Reid, Valerie Coyle and
Shant Thomas. Each set aside time in their busy schedules to answer any questions we had
and to meet with us regarding both our struggles and ideas. Without them, our campaign
would not have been possible.

The amount of research needed to make this campaign the best it could be could not have
been done without the multiple students who took time out of their day to fill out surveys,
contribute to focus groups, and participate in one-on-one interviews. We very much
appreciate all the feedback and ideas that they have given us.

The survey section of our campaign could have been a long and wearing process, which is why
we feel genuinely obligated to thank Mickey Waxman. He helped us complete and
professionalize our research with the intricate SPSS software.

Finally, we would graciously like to thank Professor Bengtson. He positively supported us in all
of our ideas and gave us the confidence and wisdom to bring together an innovative and
successful campaign. His leadership and guidance was ultimately the foundation of this
campaign.

Again, we thank everyone who helped us along the way and look forward to hearing feedback
on our campaign. We hope that our ideas may be considered to be a part of the success and 3
continuing strength of the Kansas Union.

Executive Summary
The Kansas Union established itself as a campus entity after students initialized a plan in 1919 to commemorate deceased KU students
who had fought in World War I. After its completion in 1934, it became “the living room of campus,” to University of Kansas students and
faculty, as well as Lawrence residents. The building has grown to encompass an array of services and amenities for convenient student use.

The Kansas Union provides more than 20 opportunities for students to fulfill their basic needs, including financial institutions, student
group offices and computer labs, in addition to the more popular destinations of The Market and KU Bookstore. Many competitors are
situated around the Kansas Union and maintain a constant threat to its business. However, the Kansas Union is a one-of-a-kind
establishment in Lawrence and should showcase its many options to the public as an alternative to traveling from place-to-place.

Hi5 identified the overarching problem facing the Kansas Union is an inconsistent relationship with students, leading to low awareness of
amenities and false perceptions. Through in-depth primary research, including one-on-one interviews, focus groups and survey analysis,
our agency has developed a campaign to strengthen this relationship.

Through our primary research, Hi5 found that University of Kansas students consider Kansas Memorial Unions, especially the Kansas
Union, as an expensive, last resort destination for specific needs. Students rarely spend free time in the Kansas Union, and the majority
has a particular reason for visiting the Kansas Union.

Hi5’s overall goal is to reposition the Kansas Union as a student-friendly, cohesive venue that holds multiple resources to fulfill daily needs.
Our three objectives for this campaign are to increase foot traffic in the Kansas Union by 20 percent, to amplify student participation in
Kansas Union events by 10 percent and to raise overall Kansas Union revenue by 10 percent.

Our agency’s campaign is designed to entice students to visit the Kansas Union more often by evoking curiosity as to what it offers. To
achieve our objectives, Hi5 recommends a variety of public relations, advertising and sales promotions, including a poster campaign,
design contest and loyalty program, among others. Although these ideas address different aspects of Kansas Union operations, Hi5
strongly believes that all of them will be beneficial to the Kansas Union’s success as a whole. Our campaign will unite the Kansas Union and
allow students to seek and discover all the services it offers. The strongest indicator of our campaign’s success will be an increase in overall
foot traffic throughout the Kansas Union, as well as increased participation in Kansas Union events. We present this campaign not only to
maintain and increase customers, but also to create a brand image Kansas Memorial Unions can be proud of.
4

Client
After many KU students gave their lives to fight in World War I, the idea of a memorial union
was initialized in 1919 by University of Kansas students, faculty and staff. Though the official
completion was not until 1934, the Union consisted of a cafeteria, ballroom, lounges and a
student activity office. The Kansas Union continues to leave its mark as one of the oldest
unions west of the Mississippi River today.

The board of directors that governs the KU Memorial Unions Corporation is made up of 50
percent students, and 50 percent staff, faculty and alumni, who then report through the vice
provost for Student Success. The University of Kansas Memorial Corporation prides itself on
being a non-profit organization, with earned profits returning to KU students. The
corporation is responsible for the Kansas Union, Burge Union and Jayhawk Central on KU's
Edwards campus. The Kansas Memorial Corporation also manages Student Union Activities,
KJHK Radio, KU Dining Services, KU Bookstores, Jaybowl, campus convenience stores and
KUHistory.com.

The Kansas Union strives to provide students with a place to relax, creating a "living room"
environment for students to feel at home. Approximately 1,018,000 consumers visit the
Kansas Union per year, while 320,000 visit the Burge Union.

6

Client
Services and Amenities
The Kansas Union operates 7 a.m. to 11 p.m. Monday through Friday and on weekends from
12 p.m to 11 p.m. The Kansas Union leases space to several private operations, including The
Market, Milton’s, Pulse, KU Bookstores, FedEx, Salon Hawk, Commerce Bank, Legal Services
for Students, Career Services, KU Card Office, Student Leadership and Involvement, and the
KU Information Center. The Union also provides room reservations and catering options for
the 8,000 meetings it hosts per year. Together with the Burge Union, approximately 211
programs are provided to 55,626 users each year. The Unions also offer several media
services to enhance any meeting for its users.

KU Bookstore
The KU Bookstore is essential for the growth and maintenance of the Kansas Union. With
$14 million in sales each year, the bookstore contributes to the sustainability of the
Union. Not only does the bookstore sell textbooks, but it provides a wide variety of KU
merchandise as well. Students are given the opportunity to purchase their textbooks at the
store itself or pre-order online in order to avoid lines. At the end of each semester, students
can sell back their textbooks to the Bookstore and receive a return profit for doing so.

The KU Bookstore is open Monday through Friday from 8:30a.m. to 5:30p.m. Weekend hours
include Saturdays from 10 a.m. to 5 p.m. and Sundays from 12 p.m. to 5 p.m.

Dining
Another important element of the Kansas Union is the dining services provided. The Kansas
Memorial Unions Corporation makes $14 million in sales from its dining services each
year. Dining services include The Market, The Underground, Crimson Café, Milton’s, all Pulse
coffee shops and Hawk Shops. Dining services are conveniently located throughout campus,
providing students with a place to stop and eat.

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Client
The Market
The Market is open Monday through Thursday from 8 a.m. to 5 p.m. and Friday from 8 a.m.
to 4 p.m.

The Hawk Shop
The Hawk Shop is open Monday through Friday from 7 a.m. to 11 p.m. On weekends it is
open on Saturday from 8 a.m. to 11 p.m. and on Sunday from 12 p.m. to 11 p.m.

Pulse
Pulse is open Monday through Thursday from 7:30a.m. to 7 p.m. On Friday, it is open from
7:30a.m. to 6 p.m. and on Saturday from 9 a.m. to 3 p.m. Pulse is closed on Sunday.

Milton's
Milton's is open Monday through Thursday from 7 a.m. to 7 p.m. and on Friday from 7 a.m.
to 5:30 p.m.

SUA
Student Union Activities is a student group that provides exciting and fun activities for
students involved in the group. The organization has many entertainment options for
students to enjoy, including movies, bowling and concerts. More specifically, SUA continues
to support the following activities: comedian performances, Project Runway and Wheel of
Fortune. Members of SUA receive coupons and discounts on many university functions for a
$30 joining fee. The SUA office is open Monday through Friday from 8:30a.m. to 5 p.m.

Commerce Bank
Commerce Bank is conveniently located in the Union for students who are customers of the
Lawrence-based bank. Commerce Bank also provides an ATM and is great for students who
don’t have time to go off-campus to get money. Commerce Bank is open Monday through
Friday from 8:30a.m. to 4:30p.m. 8

Client
Harris Computer Lab
The computer lab on the 4th floor of the Kansas Union provides students with another
resource on campus. Harris Computer Lab is an alternative source for students when other
labs on campus are over-crowded. The computer lab is open Monday through Saturday from
8 a.m. to 11 p.m. It is open on Sundays from 12 p.m. to 11 p.m.

KU Card Center
Student identification cards are distributed by the KU Card Center during New Student
Orientation. Lost or stolen KU cards can also be replaced at this location. The KU card center
is open Monday through Friday from 8 a.m. to 4:30p.m.

Fed Ex/Kinkos
Fed Ex/ Kinkos is available for students to mail packages or print and copy documents. These
services are great for students that don’t have access to off-campus locations. Fed Ex/Kinkos
is open Monday through Thursday from 9 a.m. to 6 p.m. and on Friday from 9 a.m. to 5 p.m.

Jaybowl
Jaybowl is a great place for students to go to relax and have fun, especially for those who
don’t have a car and can’t go off campus to seek entertainment. Jaybowl is open Monday
through Thursday from 10 a.m. to 10 p.m. and on Friday from 10 a.m. to 1 a.m. Weekend
hours include Saturday from 12 p.m. to 1 a.m. and Sunday from 12 p.m. to 8 p.m.

Salon Hawk
Salon Hawk provides students without a car the ability to get quality salon services on
campus. Salon Hawk is open Monday through Friday from 9 a.m. to 9 p.m. and is closed on
weekends.

9

Client
Location/Contact
Kansas Memorial Union
1301 Jayhawk Blvd., Lawrence, KS 66045
(785) 864-4651

Burge Union
1601 Irving Hill Rd., Lawrence, KS 66045
(785) 864-0385

Jayhawk Central at KU Edwards Campus
12600 Quivira Rd., Overland Park, KS 66213
(913) 897-8580

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Industry
Bookstores
Kansas Memorial Unions belongs to a unique industry that doesn’t fit into one business
category; rather, it contains various components that touch on different sects. The majority
of the Union’s profits (about 65%) come from dining services and bookstore sales.
Comparing and analyzing each of these components provides useful information for
understanding the industry as a whole.

The Kansas Bookstores belongs to the National Association of College Stores (NACS), which
operates 3,100 college bookstores across the U.S., Canada and 34 other countries. The NACS
supplies products and services to colleges that choose not to operate independently. The
organization helps maintain control of store operations such as merchandising, record
keeping and management. Many schools have noticed increased online sales through the
bookstore’s Web site. While the percentage remains statistically modest, the numbers
continue to grow each year.

Gross sales from the NACS bookstores during the 2007-2008 fiscal year equaled
approximately $3 million, with a large majority of stores having less than $1 million.

As networking, technology and the textbook industry develop, college students are provided
with more venues in which to purchase course material. Student Watch 2008, Students
Buying Habits Revealed provides insight as to where students are purchasing required course
material.

According to Forrester Research, online textbook sales have dramatically increased into a $3
billion industry since 2003, representing 10-15% of all textbook sales. In the report Annual
Benchmark Report for Retail Trade and Food Services by the U.S. Department of Commerce,
the average margin for textbooks sales in traditional college bookstores is only about half as
much (27.7%) as retail competition (50.4%).
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Industry
Dining Services
The Dining Services of the Union belongs to the National Association of College and
University Food Services (NACUFS). The organization consists of 625 higher education
institutions involved in the professional food service industry. NACUFS assists educational
institutions in their food service endeavors by offering networking opportunities, advertising
help, national seminar conferences and industry information. Forty percent of NACUFS
members reported revenues greater than $5 million last year; 34 percent had revenues
between $1 million and $5 million and 19 percent less than $1 million, giving NACUFS
members $1.7 million in purchasing power.

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Competition: Direct
Local Bookstores
Considering KU’s large student population, purchasing textbooks are at a premium, and local
competition is consistently strong. Competition includes local bookstores such as University
Book Shop, Beat the Bookstore and Jayhawk Bookstore.

Example: Jayhawk Bookstore
Known for its catchy jingle, Jayhawk Bookstore (JBS) has been the KU Bookstores’ main
competitor since its establishment in 1977. It sells similar products to the Union Bookstore,
including textbooks, academic supplies and KU merchandise. An average T-shirt from
Jayhawk Bookstore ranges from $10.95 to $20.95 with about 30 different styles offered. In
comparison, the Union has about 60 different varieties of T-shirts ranging from $9.99 to
$21.99. University of Kansas students hold the perception that JBS has a more
convenient location than the Union Bookstore and is often associated with University
of Kansas, though it is a separate entity.

Alternative Merchandise Locations
Students, faculty and Jayhawk fans can purchase KU merchandise from local discount stores
such as Jock’s Nitch, Target, Wal-Mart and local grocery stores. The prices and quality of T-
shirts at these stores are lower than at the KU Bookstore.

15

Competition: Direct
Online Textbook Purchasing
Online textbook purchasing has significantly increased over the past several years because of
the rise in college textbook prices. Students have the ability to purchase their textbooks
directly from wholesalers, which cuts out shipping costs and in-store mark-ups.

Students view online purchasing as a more convenient way of gathering textbooks each
semester. A study done by the 2008 Student Watch Report stated that college students
currently purchase 24 percent of academic textbooks and supplies online.

Example: Half.com
The online auction Web site eBay established its subsidiary Half.com on July 11, 2000, as a
venue for the buying and selling used textbooks, music, videos and game systems. This site
has been particularly popular with college students looking to buy discounted textbooks or
sell their old books at a higher price than their local bookstores offer. Users of the site have
the ability to buy and sell books for half of the original price. This drastic price-cut creates
stiff competition for local bookstores selling books at the least a 25% mark-up. For example,
David Shaffer's Social and Personality Development textbook sells for $90 on Half.com, while
the KU Bookstore sells it for $166.35.

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Competition: Indirect
E-books
In an effort to cut textbook costs and save paper, many colleges have decided to use e-books
or online textbooks. Students can download a digital version of a textbook to their computer
or Kindle for about half the price of the paper version of the book.

General popularity for e-books remains relatively small, only 3 percent of total book sales,
yet e-book sales tripled last year, while textbook sales as a whole declined. E-books bought
online draw traffic away from the bookstore, which in turn reduces impulse and merchandise
purchases.

As the popularity of e-books increases with students, so does the interest among
publishers. Textbook provider McGraw-Hill Education now has more than 95 percent of its
textbooks formatted digitally. The ability to download books straight to an individual’s
computer draws money away from textbook distributors straight to the publisher.

As the price of textbooks continues to rise, college students look for innovative ways to save
money on books while still gaining the information provided by them. Students split the cost
of books by sharing one between two or more individuals in a given course. While most
students still prefer to buy their own textbooks, book sharing has the potential to cut
bookstore profits by 50 percent or more.

Local Fast Restaurants
With busy schedules and limited budgets, college students are known to be one of the
largest consumer groups in the fast-food industry. The abundance of local fast-food
restaurants in Lawrence creates a variety of options for KU students to dine, rather than
choose to eat on campus. Lawrence currently has more than 100 fast food restaurants
available to students; each one promotes quality food, low prices, quick service and
convenient location. Many of these restaurants are located near off-campus student housing,
keeping them on students’ radar screens. 17

Consumer
Current KU Memorial Unions' consumers consist of a variety of individuals, including KU
students, faculty, residents of Lawrence and KU fans.

KU Students
The total number of students attending KU on the Lawrence campus in the 2009 fall
semester is 26,826 and the total number of undergraduate students is 20,550. Currently, KU
enrolls 5,465 freshmen, 4,565 sophomores, 4,434 juniors and 5,630 seniors with an
additional 456 fifth-year seniors and and undergraduate specialties. The Lawrence campus
has a close ratio between male and female students; 50.2 percent are male and 49.8 percent
are female. In the fall 2008, semester 26,999 students attended the Lawrence campus, and
4,955 of those students lived on-campus. On-campus housing included residence halls,
student apartments and scholarship halls. At this time, 21,964 students lived off-campus.
Although this data was based on the fall 2008 semester, the individuals of KU's Office of
Institutional Research and Planning said that the data does not tend to differ much year to
year.

KU students have low incomes and generally have student loan payments while attending
college. They spend much of their free time online watching videos, playing games and using
social media. These students are very social media savvy, many of them having Facebook and
Twitter accounts. KU students are proud to be Jayhawks and support KU in various ways.
They attend the University's sporting events and are involved in an assortment of student
organizations. There is a niche market consisting of certain students who are very loyal to the
Unions; these consumers go to the Union frequently and are avid regulars. This market is
very small compared to the number of students who visit the Union one to two times per
week.

19

Consumer
Faculty
The University of Kansas has 1,579 faculty members. This group includes professors,
lecturers, librarians and faculty administrators. Like students, KU’s faculty finds themselves
on campus at regular times during the week, with frequent breaks in between class
time. Many faculty are part of the loyal consumer niche when considering services provided
by the Kansas Union. Like students, they are regular consumers of certain services in the
Union and visit many times during the week.

Residents of Lawrence
Lawrence residents consist of a laid-back collection of older, upscale households that are
considered "empty-nesters." Most households boast two earners who have well-paying
management jobs or own small businesses. Today, these Baby-Boom couples have the
disposable income to enjoy traveling and going out to eat.

KU Fans
KU's fan base includes university alumni, their families and individuals throughout the
country who haven't attended KU, yet they are still fans of the school and its athletic
programs. This group is very loyal to KU. They proudly wear KU merchandise and often
attend athletic events.

20

Campaign Research

21

Research Plan
Research for this campaign consisted of several phases, each one building off the
previous. Our agency started with secondary research of articles and databases for market
trends of textbook sales, promotional programs, the dining service industry and online
textbook sales. While gathering secondary information, Hi5 also perused other universities’
Web sites to compare union services with those of Kansas Memorial Unions.

Our agency’s findings from the preliminary research provided the basis for the one-on-one
interview questions. Students gave us insight as to why they visit the Kansas Union, how
often and what they like and dislike about the Kansas Union.

The feedback from the one-on-one interviews enabled us to develop a list of topics to touch
on during two focus groups. We held a focus group composed of only freshmen to obtain
an idea of what perceptions students new to KU have regarding Kansas Memorial
Unions. Our second focus group consisted of all upperclassmen in order to discuss how their
attitudes have changed over time at KU.

Hi5 then constructed a detailed survey from the focus group information to distribute to
students throughout campus. More than 200 students filled out the 16-question survey,
providing information on Kansas Union usage, current student perceptions, social media use
and alternate shopping venues.

22

Secondary Research

23

Secondary Research
Social Media
Social media Web sites have become increasingly popular to Generation Y. Social media can
help provide quality Web site traffic, user behavior, sales tracking, advertising exposure and
the ability to promote growing brand awareness. Studies show that 85% of college students
have a Facebook account (3.85 million members) and 60% of them visit the site
daily. Although Twitter and YouTube are among the popular sites, neither compare to
Facebook. Facebook’s monthly views rose above 8% (almost 113 million monthly views) in
March 2009, making it the third-ranked Web site on the Internet. Ninety percent of people
on Twitter are above 25-years-old, and Twitter’s growth flat-lined in March 2009. In the
same month, the number of videos viewed on YouTube increased 15%.

Textbook Trends
Textbook Exchange
Universities have begun to let the textbook trade occur solely between students. In
particular, the University of Minnesota Student Textbook Exchange is a free Web site that
allows students to sell and buy textbooks directly from other students. Students can create
an account, upload their book information, price and contact information. This book is then
listed on the Student Textbook Exchange Web site where buyers can view books and contact
sellers. All transactions take place directly between the buyer and seller.

Outsourcing Management
An increasing number of universities have delegated their bookstore management to outside
businesses. Specifically, Kent State has allowed Barnes & Noble College Booksellers to make-
over their bookstore with its better textbook buyback and online capabilities. Additionally,
Barnes & Noble College Booksellers runs more than 600 colleges stores nationwide and
guaranteed a college $900,000 with their established retail experience.

24

Secondary Research
Discount Programs
Universities have realized the extreme cost of textbooks, and some have made a point to
lower the cost by creating a discount program for students. Oregon State initiated “Back to
Beavs" program, which guarantees discount textbooks, buyback dollars and textbook
scholarships. The University of Oregon promotes the “Quack Back Promise,” which provides
10 percent off new textbooks and 32% off used textbooks. University of Arkansas’ bookstore
provides C.L.A.S.S., which offers customer appreciation days, special discounts and
promotional discounts.

American Opportunity Tax Credit
The University of Arizona offers the American Opportunity Tax Credit in which full-time
students can receive up to a $2,500 tax credit and possibly up to a $1,000 tax refund for
purchased course material. The University of Oregon also informs students of the American
Opportunity Tax Credit and advises students to keep all their course merchandise receipts.

Textbook Rental Programs
Textbook Rental Programs allow students to rent new textbooks for a low fee. The students
can then return the textbooks in their original condition at the end of the semester for a full
refund. Although these programs may seem enticing, they often cause the bookstore to lose
money. Because of the high cost of new textbooks, selection is limited and the program has
a substantial startup cost. These rental programs are not beneficial to the bookstore, and
they do not represent income for the college. Instead, the advantage is solely for the
students.

25

Primary Research

26

Primary Research
While scouring Web sites of other unions around the country, Hi5 noted that several are
moving in the direction of connecting with students by categorizing their different services to
fit students’ needs. For example, Kansas State University’s Student Union Web site features
the words, “eat, shop, play and meet.” The verbs are actually links to the different K-State
Student Union services, which would fall under that particular heading, but also describe the
variety of activities students can embark on while there. The University of Colorado also
executes this approach, highlighting the keywords, “food, fun, culture, shops and services.”
The University of Colorado also executes this approach, highlighting the keywords, “food,
fun, culture, shops and services.”

Another key difference universities are taking advantage of is event promotion. Schools such
as the University of Texas, University of Iowa and University of Michigan use the main part of
their union Web site to promote events and activities. The event announcements are the
first thing one sees, are all three schools do a good job of drawing attention to those
locations, ensuring viewers will see it.

After gathering other information along with the above facts, our group decided to conduct
one-on-one interviews in order to gain an understanding of University of Kansas students’
feelings about Kansas Memorial Unions.

27

One-on-One Interviews
Stage one of the primary research plan consisted of finding an information baseline about
the target audience so that our agency would have an appropriate starting point. Hi5 began
by forming a brief, six-question interview (See Appendix) that consisted of general questions
about Union services. Using it as a guide, we conducted a series of spot interviews with
occupants throughout the Kansas Union to discover their behavior and preferences. In
addition, a member of our agency traveled to Boulder, Colo., and administered the same
interview to 10 University of Colorado students. This information became useful because we
were able to see similarities among the students at different universities.

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Summary of Findings on Kansas Union
Why are you here today?
While conducting one-on-one interviews for our primary research, we found that most
students were there for food. More specifically, they were there for lunch and were utilizing
The Market. Others were there to get a coffee at Pulse, and one student was using the union
for a student group meeting.

How often do you come to the Kansas Union?
Most, if not all, students said they visit the Kansas Union between zero and two times a
week.

What do you typically come to the Kansas Union for?
Many of the students said that they come to the Kansas Union for lunch. Another noted that
he used the bank and the coffee shop (Pulse).

If you could add one thing/service, what would it be?
A bigger space on the main floor, a bar, and a movie theater were some of the suggestions
that students wanted to add to the Kansas Union. One student responded: "Nothing. It has it
all."

Where do you most often purchase your textbooks?
Out of all the students asked, none said that they purchase their textbooks at the KU
Bookstore. One student confided that sometimes he would go there, but it was too
expensive for it to be his first choice.

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Summary of Findings on University Memorial
Center (University of Colorado)
The following includes summarized information from 10 one-on-one interviews with
University of Colorado at Boulder undergraduate students. The interviews were held on
Saturday, October 17, 2009, before the KU vs. CU football game.

Why are you here today?
All of the students were in attendance for the KU vs. CU football game.

How often do you go to the Union (University Memorial Center)?
Most of the students visit the UMC at least once a week, but would prefer to go to a satellite
campus bookstore/food service that is closer to the area of campus where they spend most
of their time.

What do you typically go to the University Memorial Center for?
Food was the main reason why students visited the UMC. Early in their college careers, visits
were more often used for purchasing books and meeting friends. The center is located
conveniently near the majority of the CU dorms.

If you could add one thing (service), what would it be?
Answers included: music studio on campus for scheduled student use, a movie theatre with
new movies, a bar with a lounge and pool tables for student use, LarkBurger (a local burger
restaurant), go-karts and miniature golf.

Where do you most often purchase your textbooks?
Most of the students used to buy them at the University bookstore but now go online. Those
who had more expensive books, for example biology majors, would buy the more expensive
textbooks online, even if it would take two weeks to get them.

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Conclusion on One-on-One
Interviews
While the above information is very valuable to our campaign, our agency really wanted to gain
more insight into students’ perceptions. We saw that students at both universities viewed their
union as a wonderful eating location, but what about the other services inside? Focus groups
were the next step our agency took to uncover why many Kansas Union amenities were going
unused. What other things did students feel needed to be fixed?

31

Focus Groups
Hi5 held two focus groups to better understand students’ perceptions of the Kansas Memorial
Unions. We wanted to understand how students felt about the KU Memorial Unions in order to
discover the best avenue of improvement. We also wanted to discover students’ awareness
level on the Kansas Union’s variety of services. From the two focus groups, we hoped to extract
basic opinions about Kansas Memorial Unions and its services. Our agency hoped to
incorporate different methods to understand its reputation and identify students’ values.

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Focus Group #1: Freshmen
Thursday, October 1, 5:30 p.m. at The Market, Kansas Union
We interviewed five freshmen for the first focus group. The participants live in Oliver Hall and
visit the Kansas Union occasionally. These are our findings:

Question-and-answer
This first section of the focus group was to gauge the overall feelings regarding the Kansas
Union. Our agency discovered that our participants went to the Kansas Union about two or
three times a week, mostly for food. Some of the students liked to go to the bookstore for
KU merchandise and praised “Touchdown Tuesday” as a worthwhile promotion.

Awareness
A low awareness existed among the freshmen participants regarding the variety of services
offered in the Kansas Union. Some of the locations, including the Burge Union, Harris
Computer Lab and Salon Hawk, were completely unknown to the students, while Commerce
Bank and the KU Bookstore were visited quite often.

Feedback
Hi5 introduced some ideas to the participants in order to receive some type of reaction. We
received lots of positive feedback about pre-ordering textbooks and a loyalty program. We
also discovered that the bus wasn’t accessible for Oliver Hall residents and all five of the
students said they walked to class.

Word Association
We recited several terms that are central to the client and industry, in order to gauge the
students’ initial responses. The word “Union” elicited answers such as “big” and “just books
and food.” The Market generated responses like “good food,” but “out of the way.”

33

Focus Group #1: Freshmen
Characteristic Analysis
We proposed different pairs of adjectives asking the students to pick the one they felt was
more important. The comparison of convenience and price resulted in the participants
selecting price as the more important of the two. The comparison of social and educational
resulted in the participants selecting social, proving they would rather do something fun than
educational at the Kansas Union.

Conclusion:
From this focus group, we learned that the Unions are valuable to students but are located in
an inconvenient area. Inside the Kansas Union, The Market and the KU Bookstore are the
most popular places; also, the fact that KU Memorial Unions returns all profits to students is
an important aspect that needs to be magnified.

34

Focus Group #2: Upperclassmen
Thursday, October 22, 5:30 p.m. at The Market, Kansas Union
We interviewed 10 upperclassmen for our second focus group. We used the same format as
in the first focus group. Here are our findings:

Question-and-answer
Hi5 discovered that the upperclassmen go to the Kansas Union about once or twice a week,
mostly for food and textbooks. The participants said the Kansas Union should add a
recreation room, with pool tables, arcade games and televisions.

Awareness
Our agency found there are strong similarities regarding awareness between freshmen and
upperclassmen. As with our first focus group, we found that the upperclassmen are unaware
of certain services, including the Harris Computer Lab, Salon Hawk and Milton’s. The Market
and the KU Bookstore are used most often; however, the KU Bookstore is used mostly at the
start of semesters.

Another important thing we found was a low awareness for certain services’ locations. One
participant even stated that he had no idea where the SUA office was located.

Awareness about the Union’s profits going back to students was also low among
upperclassmen. The participants stated that they would have gone to the KU Bookstore in
the past if they had known.

Feedback
After pitching a few different promotional ideas to the upperclassmen, our agency
discovered the need for initial incentives in specific programs and events. Also, all of the
participants responded positively to a way to gain more knowledge about services at the
Kansas Union, such as an online directory or map.
35

Focus Group #2: Upperclassmen
Word Association
Hi5 followed the same process as the first focus group, asking participants for immediate
reactions to particular words. The word “textbook” produced responses like “expensive”
and “avoid buying.” The word “promotion” elicited the response “free, with a catch.”

Characteristic Analysis
The comparison of convenience and price resulted in the upperclassmen deciding price was
the more important of the two. The pair of social and educational resulted in a spilt among
the participants. Half said educational was more important, the other half said social.

Conclusion
From this focus group, we learned that even after attending the University of Kansas for a
few years, upperclassmen still maintained low awareness of the Union’s services. Although
The Market and KU Bookstore are still the most popular services in the Union, other services
still remain unknown.

36

Memorable Testimonials
from Focus Groups
“It took me three years to find out what all was in the Union.”
– Focus group #2, senior participant

“I don’t know where SUA is.”
– Focus Group #1, Freshman participant

"I didn't know [profits] were going back to students; they should stress that more."
– Focus group #1, freshman participant

“The Union is too far away.”
– Focus group #1, freshman participant

“I had no idea there was a computer lab at the Union!”
– Focus group #2, senior participant

37

Survey
At Hi5, we constructed a detailed survey in order to extract the maximum amount of
relevant information from the target audience. After compiling secondary research, one-on-
one interview data and focus group data, our agency selected several specific topics to dive
deeper into, and really find out the campus perceptions of the Kansas Union. We created a
16-question survey, and distributed it to about 200 University of Kansas students. After
gathering the completed surveys and analyzing the answers through a statistical program
SPSS, we were able to portray our survey findings in a clearer form than numbers and
percentages. The results are seen as such:

39

Kansas Union Destination

Commerce Bank
Hawk Shop
22.9% 13.3%
KU Bookstore
6.0% The Market
Other

23.5% 34.3%
Source: Hi5 Research

The pie chart depicts the immediate destination of students when going to the Kansas Union.
The results indicated that both The Market and the KU Bookstore are favorite destinations,
combining for 57.8 percent of the response. Other was the third most popular answer with
22.9 percent, further underscoring the wide variety of Kansas Union services.

(Chart #1)
40

Perception of What Happens to
KU Memorial Unions’ Profits

10.1% 16.6% Athletic Department

Back to KU students

KU Endowment

21.3% University
29.0%
maintenance
Other

23.1%

The distribution above shows what students believe happens with the Kansas Union’s profits.
As you can see, there is an extreme disparity among student opinions, with only 21 percent
understanding that Kansas Memorial Unions’ profits return to students.

(Chart #2)
41

Campus Service Usage (on average)


The graph displays the frequency with which students utilize the variety of services offered at
the Kansas Union. Students were asked to rate the services based on their overall usage using
the following options: never, rarely, sometimes, often and everyday. The graph shows five
services with an average rating better than 2, or ‘rarely’. These services include the
Underground, KU Bookstore, the Market, ATMs and Hawk Shop.

(Graph #1) 42

Social Media Usage

11.4% 1.6% Facebook

7.1% LinkedIn

MySpace
4.3%
Twitter

Other

75.6%

The graph above represents the percentage of students who utilize social media and which
particular Web sites they are a part of. More than 75 percent of the students surveyed are a
part of the Facebook network. We also understand that only one in four students use a social
media Web site other than Facebook.

(Chart #3)
43

Why Do Students Use Social Media?
Connect with friends
2.4% 3.0%
Networking
17.1%
Seek information/news

Seek promotions

Other

56.2%

21.3%


The pie chart breaks down the different motives that students have when logging onto a social
media site. The main reason for social media use is to connect with friends, as more than 56
percent of the survey respondents selected this option. Networking placed second, with more
than 21 percent, while 17.1 percent used social media to seek information.

(Chart #4)
44

Social Media Frequency

90
Once a month
80
Once a week
70
Once a day
60
50 More than once a day
# of
40
students
30
20
10
0
Facebook LinkedIn MySpace Twitter

Social Media Source: Hi5 Research

This shows how often students are signing onto a particular social media Web site. There is a
dramatic indication that students are using Facebook one or more times per day.

(Graph #2)
45

Visits to the Kansas Union per Week
60 Freshman
50 Sophomore
Junior
40
Senior
% of 30
students
20

10

0
Zero 1 to 2 3 to 4 5 to 6 More
than 6
Frequency

The graph depicts the number of times students visit the Kansas Union per week, broken
down by class. The visits are heavily weighted between zero and two times per week amongst
all classes. Based on this graph, it would seem that there are few loyal student customers who
frequent the Kansas Union more than six times a week.

(Graph #3)
46

How Do You Hear About
Kansas Union Events?

Friends/word-of-mouth
6.9% Posters
12% UDK Advertisements
35%
Web site/E-mail
Other

21%

25%

The chart shows the different ways in which students discover particular events being held at
the Kansas Union. Word-of-mouth accounted for 35 percent of the students’ information
source, while 46 percent responded to campus advertising, including posters and ads in The
University Daily Kansan.

(Chart #5)
47

Competition Analysis
The following set of three graphs represents the percentage of surveyed students who travel
to particular locations instead of the Kansas Union. The first graph shows student preferences
when seeking books or merchandise; the second displays food alternatives; and the third
highlights the most popular places to go when breaking between classes.

48

Alternative Books
& Merchandise Consumption
60 54.2%

50

40

30
% of
18.3%
students 20
16.7%

8.3%
10 2.5%

0
Alternate area Discount store Grocery store Online Other
bookstore

Location Source: Hi5 Research

The graph represents the percentage of students who travel to particular locations in search
of books and merchandise. Alternative area bookstores are the most popular option,
attracting more than 54 percent of students. Notice the amount of students who go online to
purchase books or merchandise is surprisingly near the bottom, at 16.7 percent.

(Graph #4)
49

Alternative Food Consumption
45
38.3%
40
35
30
25 20.1% 19.7%
18%
% of 20
students 15
10
4.2%
5
0
Dining Home Off-campus The Other
Services restaurant Underground

Location

This graph presents the different food options students choose over the Kansas Union.
Although more thaan 38 percent said they would prefer to return home for food options, an
almost equal number said they would utilize University food services.

(Graph #5)
50

Where Students Spend
Breaks Between Classes
45 41%

40
35 31.3%

30
25
% of 20
students 12%
15
8.8%
10 6.8%

5
0
Home Library Outside Wescoe Beach Other
Location

This graph represents the places students prefer to spend time in-between classes, as
opposed to the Kansas Union. More than 72 percent responded with going either home or to
the library during their breaks.

(Graph #6)
51

Convenience, Price,
Availability, Location
Our agency asked survey participants to rate in terms of importance four specific
characteristics that we thought were central ideas to the Kansas Union. The following four pie
charts represent the students’ responses, with five being a rating of very important and one
meaning not important.

Source: Hi5 Research 52
(Chart #6)

Open-Ended Responses
Hi-5’s survey contained two open-ended questions to enable participants the opportunity to
voice their opinions. Our agency received a variety of input that helped shape our campaign.
Similar to the focus groups, low awareness and misperceptions appeared as common themes.
When students were asked what they would change if given the opportunity, we noted that
many suggestions were to add services that were already available. Price concerns also arose
as a recurring response on the survey, despite the Market and coffee shops maintaining
competitive prices. Location was proven to be a common deterrent to visit the Kansas
Union. Hi-5 gathered an abundance of additional insight listed below.

Testimonials

Question: If you managed the Kansas Union, what is the first thing you'd change?
"I would make it more KU specified, more fun and more student-oriented."
"I like the Union, but it is over-priced a bit."
"I would hold events or post ads that tell what the Union has to offer so that students and
staff know more about the Union and the areas it has."
"I'd have the Market open later."
"I'd serve beer at the Jaybowl.”
"More food selection."
"The burritos aren't very good."

Question: Why do you prefer other places to the Kansas Union?
"It's cheaper to eat at home, I live right off campus."
"The closer location to my classes."
"These places are more convenient for what I'm doing at the time."
"Other places have more stuff."
"Dillon’s is right by my house."

53

SWOT Analysis
Strengths Weaknesses
•Variety of services in Kansas Union •Low Awareness
•Student Organizations •Perception
•Profits go back to students •Location
•Social Media Clutter

Opportunities Threats
•Unifying Social Media •Other area bookstores
•KU Memorial Union facilities •Online
•Athletics •Confusion with competition

55

Strengths
Kansas Union has a variety of services offered to students. The two best known services are
The Market and the KU Bookstore. The Union also has a salon, computer lab, ATM, bank,
coffee shops, bowling arena and FedEx/Kinkos. The Union's assortment of services allow
students to accomplish many things at one time. 

•The Student Involvement and Leadership Center is located in the Union and registers all of
KU's students organizations. The variety of student organizations is a great asset for the
Kansas Union, providing a chance for students to get involved in their community. Some
student organizations include Student Ambassadors, Center for Community Outreach and
Student Union Activities.  

All the Union’s profits go back to students. With this information known to students, they
will be more likely to spend their money at the Union. Our focus group participants were
surprised to hear that the Union’s profits go back to students. Also, many thought that the
information should be advertised more, as it is an important element of the Union.

56

Weaknesses
•Although the Kansas Union offers many services and amenities, most KU students are either
unaware of or choose not to use them.

•The current perception of the Kansas Union from students is that it’s too expensive,
specifically the KU Bookstore. Because of this perception, students turn to competitors to
find better pricing.

•The location of the Kansas Union is the north side of campus. Most students do not have
classes on that side of campus, and majority of campus housing is on the opposite end of
campus. This is a huge disadvantage for the Kansas Union because students will not go there
because they think it’s too far or out of the way.

•Currently, many services in the Union have an account with Twitter, Facebook or an
alternate social media Web site. The numerous existing social media Web sites cause
confusion and frustration among students because they are forced to visit several Web sites
for information regarding the Kansas Union's services. Some of the current Union services
that host at least one social media Web site include SUA, KU Dining, Jaybowl, KJHK, KU
Bookstore, Legal Services for Students, Student Senate, The Market and Milton's Campus.

57

Opportunities
Of the KU students whom we surveyed, 96 percent are using some kind of social media.
Merging the Union's different services into one Facebook account will unify all the services,
as well as making it easier for students to find information all on one page.

•KU Memorial Unions maintains many different facilities that aren’t in the Kansas Union,
including The Underground, Burge Union, Edwards Campus and various food vendors around
campus. The Kansas Union can benefit from these facilities’ success by advertising and
driving students from these subsidiaries to the Kansas Union.

•Athletics are an important asset at the University of Kansas. When sports teams do well,
especially football and basketball, merchandise sales at the KU Bookstore sky rocket.

•In Spring 2010, KJHK, the student-run radio station, will move into the Kansas Union. KJHK
will be a great asset in promoting the Kansas Union.

58

Threats
There are a variety of bookstores around Lawrence that sell new and used textbooks and
KU merchandise to students. The best known ones include Jayhawk Bookstore, University
BookShop and Beat the Bookstore.

•Online bookstores are another popular alternative to visiting the KU Bookstore. Some
students enjoy the convenience of purchasing textbooks from their home and find that the
prices online are usually less expensive than those in the bookstore.

•KU Bookstore is commonly confused with Jayhawk Bookstore. Through our research we
found that KU students tend to either confuse the two bookstores as the same store or they
think Jayhawk Bookstore has an affiliation with KU Memorial Unions.

59

Campaign Objectives

(1) To increase foot traffic in the Kansas Union by 20 percent

(2) To amplify student participation in Kansas Union events
by 10 percent

(3) To raise overall Kansas Union revenue by 10 percent

60

Strategic Recommendations

61

Target Audience
Primary Audience
Our primary focus for this campaign is students at the University of Kansas. Students can
benefit the most from the variety of services provided at the Kansas Union, and they are also
the dominant group on campus in terms of numbers.

Secondary Audience
The other major population on campus is KU faculty and staff. While this group also utilizes
daily services located at the Kansas Union, they are less likely to attend evening events
because many members of this market do not reside in Lawrence.

Tertiary Audience
The final target market for this campaign consists of University of Kansas alumni and fans, as
well as residents of Lawrence. Currently, this group has weaker ties to the university, but still
remains faithful and supports all of KU's endeavors.

62

Product Improvements

64

Directory
Purpose
In order for students to take advantage of all the Kansas Union has to offer, they must be
aware of what is inside.

Description
Low awareness is often attributed to students not knowing where certain services are
located in the Union. There are directories located throughout the Kansas Union. The main
directory is located on the north entrance on the fourth floor. Other entrances, including the
first floor and the second floor parking garage entrances, have their own smaller full
directory. There are also floor-specific directories, located at the base of each stairwell.

We propose a partial makeover the Union's current directory. The directories are cohesive
and consistent; however, they are unnoticeable and not visually appealing.

Adding colors to all the directories would help make them stand out more. The main
directory on the fourth floor includes a breakdown of every floor and its services. By
assigning each floor and its corresponding services a matching, highlighted color, the
directory will stand out and make services easier to find for visitors.

65

Directory
Directional Indicators
Currently, the overhangs between each floor are blank and provide no indication of which
services are available on the subsequent floor. Colorful, eye-catching, directional signs in
these blank spaces will further inform the visitor of the services available on the floors. We
have created directional indicators pushing foot traffic towards featured services on each
floor.

66

Social Media
Purpose
To create a unified social media account for students to gather Union information on one
site.

Description
To create more unity, we suggest creating one Facebook account for the Union as a
whole. This Facebook account will include information, photos, events and special updates
for all Union services. The Kansas Union's Facebook account will also provide Web site links
to all the individual services located in the Union. By combining all of the Union's amenities
into one Facebook page, it will be more convenient for students to access.

67

Price & Place
Price
We suggest KU Memorial Unions continue to maintain competitive pricing in all provided
services.

Place
Although our campaign tactics alter perception of place, we cannot physically re-locate the
Union to a more centralized location

69

Positioning Statement
“Our agency wants to position the Kansas Union as a
cohesive venue capable of fulfilling the daily needs of
University of Kansas student, faculty, staff and friends.”

71

Theme Line (Slogan)

“You’ll Be Surprised At What’s Inside”
After conducting preliminary research with students from the University of Kansas, the Hi5
“It’s really Agency discovered an enormous gap in the awareness of Kansas Union services. All KU
students are well aware of the Kansas Union, and mostly frequent the Market and KU
enticing. It Bookstore, but the other amenities and offerings, for the most part, go unnoticed.
makes you
The result is the overarching problem the Kansas Union currently faces: an inconsistent
wonder relationship with students. With our agency’s proposed message, “You’ll be surprised at
what’s there.” what’s inside,” the Kansas Union not only has a slogan that evokes curiosity and mystery, it
has an image the brand can proudly stand behind.

The Hi5 Agency believes that the slogan’s initial purpose will be effective in drawing
perspective customers to the Kansas Union to explore what it offers. Upon being exposed to
the new tagline, the target audience will become curious as to what exactly is inside, as very “I’ve never
few students are familiar with all services. Additionally, the Kansas Union’s new theme
heard
supports a message of new events, implying there is something new at the Kansas Union
everyday. “You’ll be surprised at what’s inside,” tells potential customers there is something anything
to be uncovered at the Kansas Union.
like it.”
The theme should be presented in all Kansas Union advertisements and promotions, as well
as on banners and signs throughout campus. Once the word gets out about the amount of
useful services the Kansas Union provides, students will flock to the building in droves to
explore the many options available.

72

Poster Campaign
Purpose
To highlight the variety of services that the Kansas Union has to offer.

Description
The poster campaign emphasizes that students can fill an abundance of daily needs in one
place. It introduces services that currently go unused by students and reminds them of the
amenities available to them on campus.

The 11x17in poster contains the campaign slogan “You’ll Be Surprised At What's Inside”
located at the top of each poster in a large font. The bottom of the poster contains a bulleted
listing of each of the Kansas Union’s services, giving the viewer insight into what’s
available. A faded picture of a specific Kansas Union amenity fills the background of each
poster; by using the same copy on each poster with a different picture the audience receives
a cohesive message with varying visuals.

The campaign contains about 150 posters, featuring each service approximately eight times.
Poster placement is focused in campus housing, bus stops, within buses and other campus
buildings. Each poster is also located in the Union next to the corresponding service to
reinforce the initial touch point.

74

Free-Standing Inserts
Purpose
To keep students informed of the current events and promotions taking place at the Union.
It also reminds students of what tools and services they have available to them on campus as
well as creating a touch-point aimed at students and faculty who don't currently utilize
them.

Description
The free-standing insert contains four to six pages of Union-related content and is placed
monthly in the UDK. The cover features the campaign slogan “You’ll Be Surprised At What’s
Inside” to strengthen the campaign objective of Union cohesiveness. A large monthly
calendar of Union Events resides on the first page of the insert to increase interest and
awareness of upcoming functions. The next few pages contain images and descriptions of
featured Union services and promotions. These features, such as the computer labs and
FedEx/Kinko’s, typically go unnoticed and unattended by students but could be a useful part
of their everyday life. In addition, the back page can be used for advertising space.

The insert creates a variety of opportunities for the Union to build a positive relationship
with students. After the monthly-featured services, the insert has the possibility for other
creative content such as “What Students are Saying,” a “Who’s-Who” of the Union, seasonal
deals or games (such as Union scavenger hunt).

77


78


79

Advertising Budget

82

Public Relations

83

KJHK News Release

84

KJHK Backgrounder

85

Loyalty Program News Release

87

KJHK Contest
Purpose
To draw attention to the development of KJHK's new studio space in the Kansas Union.

Description
KJHK, KU's student-run radio station, will be moving to the third-floor of the Kansas Union in
Spring 2010. The alcove in which the current transformation is taking place is surrounded by
a construction barrier that has observation holes intended to give students a view of the
project as it develops. The station will broadcast from the Union and will provide students
with another unique element to experience while visiting the Union.

Promotional Concept
The barrier surrounding the construction zone in the Union does not indicate clearly what
the concealed project consists of. There are no signs promoting the development of KJHK's
studio. We feel it is important to embrace the transition for KJHK from "the shack" to the
Union.

Our suggestion for drawing attention to the Union's newest offering includes a contest that
would allow one winner to create a design for the barrier surrounding the alcove. The barrier
is currently a basic white color and fails to attract people passing by. Not only would the
promotion create a buzz about the move, but it would add to the personality of the
construction zone. Promoting the station before it opens is essential in attempting to achieve
a successful transition to the Union.

Alternative Concept
If a contest is not feasible, KJHK still maintains the option to create a design and apply it to
the barrier itself. This would expedite the process and save time, while still creating
awareness of the transition into the Union. This concept has less promotional opportunity
but still draws attention to the project in the months leading up to the station's opening.
89

KJHK Contest
Promotional Outlets
KJHK radio promotions
UDK contest ads: potential voting for winner
Jayplay (FSI)
Online promotion: KJHK Web site, UDK online

Contest Timeline
Design Submission: December 25, 2009 - January 25, 2010
Winner Announced: Monday, February 1, 2010
Design Applied to Alcove: February 4, 2010
Studio Opens: After Spring Break

Importance of 90.7 KJHK
Since 1975, KJHK has been broadcasting on FM frequency radio. The station now reaches
western Kansas City and has a loyal following in Lawrence and many of the surrounding
communities.

90

Loyalty Program
Purpose
To create a group that attempts to use Kansas Memorial Unions for all of its basic needs, and
in doing so, informs other consumers about the benefits and opportunities offered by the
Unions.

Description
The loyalty program consists of numerous incentives offered throughout the Kansas Union
for frequent consumers. The program can include discounts and promotions from any service
or amenity in the Kansas Union wishing to participate, and will keep students coming back
and exploring the different options our client provides.

The initial incentive for potential members is a 5 percent discount on textbook purchases.
Not only will this appeal to parents of incoming freshman, but other students will also enjoy
the immediate savings that come from joining the program.

Continuous incentives will occur throughout the year, and will be exclusive to Loyalty
Program members. Possible examples of such deals could include, but are not limited to,
merchandise discounts, weekly or monthly T-shirt giveaways, and/or free admission into
Kansas Union events. A monthly sweepstakes in which a Loyalty Program member receives a
free parking spot could help the group grow and provide a valuable prize for participation.

91

Loyalty Program
Client Benefits
Kansas Memorial Unions will benefit from this program on multiple fronts. First of all, by
requiring students to opt-in to the program provides contact information and establishes a
database of people who are loyal consumers.

Student Union Activities already has a membership program; however, incorporating the
Loyalty Program benefits into SUA membership will attract more consumers interested in
other opportunities than special events. It will also allow SUA to grow in membership and
over time develop a much greater demand for SUA events.

Another important benefit that will derive from this program is the new team of promoters
created. The Loyalty Program members will act as an additional advertising outlet for our
client by relaying given information about upcoming events to other prospective customers.
Kansas Memorial Unions can send updates and e-mail blasts to the group’s members, who
will then tell their friends and peers, driving more business to the Kansas Union, as well as
enticing others to join the program.

92

Loyal Hawk T-shirts

93

Final Thought
Hi5 has designed a campaign to entice students to visit the Kansas Union more often. Our
recommendations will provide a comprehensive plan to meet the needs of all students,
faculty and staff.

Again, Hi5 wants to thank all who helped to contribute to this campaign. We would
especially like to thank KU Memorial Unions for allowing us to apply our knowledge and
creativity to develop this campaign.

Hi5 would like the opportunity to implement this strategic campaign for the KU Memorial
Unions. We believe our research, concepts and ideas will maintain and increase customers
and also generate a consistent relationship with students.

Upon your approval, we will work with you to execute the recommendations of this
campaign. Hi5 looks forward to working with KU Memorial Unions to create a brand image
that it can be proud of.

Thank you.

The Hi5 Agency

96

University Web Sites
http://asuc.berkeley.edu/asinside.aspx?uid=40

http://cub.wsu.edu/

http://depts.washington.edu/sauf/hub/directions.php

http://lsu.bncollege.com/webapp/wcs/stores/servlet/BNCBHomePage?catalogId=10001&sto
reId=19057&langId=-1&level=1

http://sub.boisestate.edu/

http://tamu-
kingsville.bncollege.com/webapp/wcs/stores/servlet/BNCBHomePage?catalogId=10001&sto
reId=16558&langId=-1&level=1

http://union.und.edu/default.cfm

http://unionweb.lsu.edu/

http://uoduckstore.com/index.cfm?CFID=1340007&CFTOKEN=58879938&jsessionid=7430fe
1fd7175c5c29277c4b4e2a5f35f3b1TR

http://uunions.umich.edu/munion/

http://uwec.bncollege.com/webapp/wcs/stores/servlet/BNCBHomePage?storeId=525
52&catalogId=10001&langId=-1

http://www.bkstr.com/webapp/wcs/stores/servlet/StoreCatalogDisplay?storeId=11003
98

http://www.bkstr.com/webapp/wcs/stores/servlet/StoreCatalogDisplay?storeId=10901&lang
Id=-1&catalogId=10001

http://www.bookstores.umn.edu/

http://www.columbia.edu/cu/studentservices/

http://www.depts.ttu.edu/sub/

http://www.idcard.psu.edu

http://www.kubookstore.com/

http://www.mu.iastate.edu/

http://www.nyu.edu/stc/

http://www.osubookstore.com/StoreLocations.asp?StoreLocationID=3

http://www.ric.edu/studentunion/

http://www.rutgers.edu/food-leisure/student-centers/

http://www.scu.edu/benson/

http://www.seattleubookstore.com/

http://www.stanford.edu/dept/registrar/bulletin/51280.htm
99

http://www.stolafbookstore.com/stolaf/

http://www.studentunion.ucon.edu

http://www.studentunion.uconn.edu

http://www.udel.edu/student-centers/services.html

http://www.uds.uvm.edu/plans.html

http://www.uiowa.edu/

http://www.umc.colorado.edu

http://www.union.arizona.edu/

http://www.union.k-state.edu

http://www.union.ku.edu/index.shtml

http://www.union.okstate.edu

http://www.union.ou.edu

http://www.union.ufl.edu

http://www.union.unl.edu

100

http://www.universitycoop.com/ePOS/this_category=629&store=108&form=shared3/gm/m
ain.html&design=coop3

http://www.unr.edu/studentunion/

http://www.uofabookstores.com/

http://www.utexas.edu/txunion/index.php

http://www.uwbookstore.com/home.aspx

http://www.washburnbookstore.com

http://www.wsubooks.com

http://www.youtube.com/user/UQEauClaireBookstore

http://www.zagshop.com/

101

Informational Articles
Arrington, Michael. "85% of College Students Are Using Facebook." Tech
Crunch September 7, 2005
<http://www.techcrunch.com/2005/09/07/85-of-college-students-use-facebook/>

Baum, Julia. “Pilot textbook rental program is a success.” The State Hornet. September 23,
2009,
<http://www.statehornet.com/home/index.cfm?event=displayArticlePrinterFriendly&uStory
_id=c4c43253-727d42ed-87a3-fd60d71dfedf>

Colavecchio, Shannon. “Florida college students offered digital versions of textbooks.”
Herald/Times Tallahassee Bureau. September 24, 2009,
<http://www.miamiherald.com/news/education/v-print/story/1248762.html>

Claritas Prizm Systems. “PRIZM NE Segmentation System.” 2009
<http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>

Hammond, Joel. “College bookstores’ Operations Evolve; Shops Stay Competitive With
Expanded Offerings.” Crains Cleveland Business. July 27, 2009

Holden, Greg. “Grading Latest Textbook Trends: Online Rentals and Kindle.” Auction
Bytes. October 6, 2009, <http://www.auctionbytes.com/cab/abn/y09/m10/i06/s04>

National Association of College Stores. "Higher Education Retail Market Facts & Figures
2009"
<http://www.nacs.org/public/research/higher_ed_retail.asp>

Neary, Lynn. “Nation’s Retailers Engage in Online Book Pricing War.” Wbur.org.
October 20, 2009, <http://www.wbur.org/news/npr/113977717>
102
Office of Institutional Research and Planning. “KU Data and Fact Books.” 2009

Informational Articles
Perry, Marc. "Teens Don't Tweet." The Chronical of Higher Education. August 11, 2009
<http://chronicle.com/blogPost/Teens-Dont-Tweet/7646/>

Richardson, Cathleen. “eBooks: Are textbooks moving digital?” HotChalk 2009
http://www.hotchalk.com/mydesk/index.php/editorial/124-practical-tips-and-tools/657--
ebooks-are-textbooks-moving-digital-too

Scheer, Mark. ”NCCC: Barnes & Noble Welcomed to College.” Niagara Gazette. October 21,
2009, http://www.niagara-gazette.com/communities/local_story_294215948.html

Schroder, Stan. "Twitters Phenomenal Growth Suddenly Stops." Mashable: The Social Media
Guide
<http://mashable.com/2009/06/09/web-in-numbers-may/>

Smith, Samantha. “Recession: VSG pushes textbook savings programs, with some success.”
The Vanderbilt Hustler. September 6, 2009, <http://www.insidevandy.com/drupal/
node/10502>

Sun Times News Group. “St. Xavier to start using textbook rental program.” Southtown Star.
October 13, 2009,
<http://www.southtownstar.com/news/1821874,xavier-book-rental-1013.article>

The Daily Cardinal Editorial Board. “Textbook swap holds promise.” September 9, 2009,
<http://www.dailycardinal.com/opinion/textbook-swap-holds-promise-1.436237>

Woudstra, Wendy. " College Textbook Battle." Publishing Central, 2006.
<http://publishingcentral.com/articles/20030120-4-1ba8.html?si=1>

103

People
Armstrong, Olivia. Featured One-on-one. 9 October 2009.

Differding, Sandi. Featured One-on-one. 13 October 2009.

Heider, Sarah. Featured One-on-one. 13 October 2009.

Lawrence, Lindsey. Featured One-on-one. 13 October 2009.

MaAnarney, Jaclyn. Featured One-on-one. 9 October 2009.

Speziale, Hayley. Featured One-on-one. 9 October 2009.

Wessels, Joe. Featured One-on-one. 9 October 2009.

104

One-on-One Questionnaire
1. Why are you here today?

2. How often do you come to the Union?

3. What do you typically come to the Union for?

4. If you could add one thing (service), what would it be?

5. Where do you most often purchase your textbooks?

6. Would you be interested in participating in a focus group?

Name:

Email:

Phone:

106

Focus Group Guide
Introduction: Thank you for volunteering to participate this evening. We are working on an
advertising campaign in association with KU Memorial Unions, and would appreciate your
input. Are there any questions before we get started? Great, let’s begin.

First of all, how often does each of you typically visit the Union in a given week? (Kansas,
Burge, Edwards Campus)
What are you usually trying to accomplish while visiting?
Where is the first place you think to go inside the Union?
What service do you find most valuable to the Union? Least valuable?
Where would you go if you didn’t go to the Union?
How often do you utilize: (0=Never, 1=Rarely, 2=Sometimes, 3=Often, 4=Everyday)
Commerce Bank?
ATM?
The Market?
Bookstore?
Computer Lab?
Pulse Coffee Shop(s)?
Milton’s?
Bowling?
Hawk Shop?
Salon?
FedEx-Kinko’s?
Special events? (Movies, concerts, lectures, SUA) If so, which events
specifically?
The Underground?
Burge Union?
Edwards Campus Union?

What type of events would draw you to the Union? (Try to get specifics) 107
What do you wish the Union had that it currently does not?

Focus Group Guide
Word Association:
We would like you to give us your preliminary thoughts and feelings regarding the following
words:
Union (When you hear the word “union,” what first comes into your mind?)
Textbook
Student Services
The Market
Promotion
**Add more here**

Characteristic Analysis:
Of the following pairs of words, please select the one that is more important to you:
Convenience vs. Price
Proximity vs. Availability
Social vs. Educational
(Note: try to get them to explain why one is more important than the other)

108

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