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Cafe Abroad

2008 National Campaign Competition


AN ABBREVIATED VERSION OF THE ORIGINAL DOCUMENT - TO VISUALLY SUMMARIZE THE CASE STUDY AND COMPETITION INFORMATION

Dear Participants,

Welcome to Cafe Abroad, an online community, print magazine and interactive study abroad resource. Im Dan Schwartzman, the 26-year-old founder of the company. Cafe Abroad like study abroad is about students. Two years ago when I started this company, I committed myself to serving study abroad students. Since 2006, Ive worked with hundreds of student writers and researchers. Motivating them to explore new frontiers, helping them to improve as journalists, and challenging them to grow as critical thinkers has been the most rewarding experience of my life. Together, I am proud to say that weve produced the largest student-generated study abroad resource on the Internet. Online, cafeabroad.com connects prospective, current, and returned study abroad students, in a forum for meaningful exchange. Daily updated reviews and events listings keep the site fresh and engaging. News stories and photo essays published weekly provide intelligent and original insights. Cafe Abroad InPRINT, the color magazine launched in 2007, captures study abroad from the students perspective like no other publication. With stories that range from hard-hitting to light-hearted, the magazine was widely embraced at more than 300 study abroad offices in its inaugural year. In 2008, I unveiled the Cafe Abroad Networking Solution, a platform that enables study abroad offices to harness our online technology. I believe this innovation will dramatically improve the dialogue between students and study abroad staff and has the power to transform the technological landscape of study abroad. In the coming year thanks to new ideas like the Cafe Abroad 2008 Campaign Competition Cafe Abroad will continue to expand its resources to better serve the entire study abroad community, both for the students who dream big dreams and the university staff who make study abroad possible.

Yours truly, Dan Schwartzman Founder Cafe Abroad

The Campaign
Participants will create a nationwide integrated advertising and marketing campaign that will position Cafe Abroad as the leading interactive media resource in the study abroad community. The campaign will have a budget that will not exceed $20,000 and will be implemented from September 1, 2009 - August 31, 2010. Participants are encouraged to use all the information included in this document. It will act as a foundation for any decisions participants decide to integrate into the campaign. Cafe Abroad is not looking for one specific answer or overall promotion for its campaign. Strategically using Cafe Abroads current standing within the study abroad industry and tailoring an integrated plan for future success as the leading interactive media resource in the study abroad community is key to constructing a comprehensive campaign. Participants may include involvement with foreign companies, but please exclude any allotment of the campaign and budget to international students at this time. More information on current positioning, creative/logos and objectives will help guide you in your campaign.

Cafe Abroad - The Company


Founded in 2006, Cafe Abroad was built on the idea of creating a unifying space online for young writers studying abroad. Cafe Abroad constructed a platform for these writers to share their ideas and stories with thousands of other students and faculty, as well as the study abroad community. Initially, Cafe Abroad started off as a website, www.cafeabroad.com. Students had the opportunity to have their articles published online, as well as add to the growing number of event, review and photography postings. As the site grew, study abroad offices became more involved. Beginning Spring 2007, Cafe Abroad started offering both paid and unpaid internships to study abroad students. The internships allowed students to research and write, plan events and publicize Cafe Abroad while studying in their overseas destinations. Students either worked in groups with other study abroad students, or independently. During Fall 2007, Cafe Abroad published its first nationally distributed magazine, Cafe Abroad InPRINT. The magazine, similar to the website, focused on stories written by study abroad students. It included features and beats, and was based off a prototype that 300 universities chose to subscribe to for their study abroad offices. In late 2007, early 2008, study abroad offices were introduced to the Cafe Abroad Networking Solution. The Networking Solution offered a private online community for a study abroad office to interact with their study abroad students (prospective, current and returned). This space, located on the Cafe Abroad website, allowed a study abroad office to create an online study abroad resource for their current and future students abroad. The Networking Solution used the current features on www.cafeabroad. com, as well as blogs, a program forum, private subgroups, a bulletin board, and content moderation. During Summer 2008, study abroad offices were reintroduced to the Networking Solution. For Fall 2008, 26 universities and programs will be using the Networking Solution for their study abroad students and offices. Cafe Abroad also introduced a Returned Student Internship Program, which will focus on past Cafe Abroad interns promoting the company on their campuses. For more information on Cafe Abroad, please visit www.cafeabroad.com.

Cafe Abroad - The Brand


Cafe Abroad is synonymous with the student study abroad experience. Cafe Abroad has been built through the lives of students studying abroad since 2006. Cafe Abroads brand promise is to cultivate a space for students and provide them with opportunities and resources to enhance their study abroad experience, academic and professional careers. This space has created a voice for students who are studying abroad. Cafe Abroad has allowed students to focus on areas such as journalism, creative writing, photography and event planning, while living in a country where the norms and language may be different than their own. By being committed to students, the brand breathes life into the company and continues to create a voice for students who are studying abroad.

Current Positioning
Positioning Tagline
Cafe Abroads current positioning is serving as an outlet for students who are studying abroad. Through Cafe Abroad, students are able to share their study abroad experiences through blogs, articles, event and review postings, photography and much more. Cafe Abroad - The student voice of study abroad Participants may use the above tagline for any part of their campaign. The variant, The student voice of study abroad, may also be used.

www.cafeabroad.com
Visitors per Quarter
13,937 10,087 7,498

Registered Users
Fall Spring Summer Total Users 400 2,300 Fall September 07, 2007 - December 06, 2007 Winter December 07, 2007 - March 06, 2008 Spring March 07, 2008 - June 06, 2008 Summer June 07, 2008 - September 06, 2008 1,900

9,875

Fall

Winter

Spring

Summer

How Visitors Reach the Website


26%

Top Traffic Sources


1) 2) 3) 4) 1) 2) 3) 4)

19% Direct Traffic (55%) Referring Sites (26%) Search Engines (19%)

Direct (55%) Google - Organic (15%) Facebook (4%) Yahoo - Organic (3%) Cafe abroad (32%) www.cafeabroad.com (4%) cafeabroad.com (3%) cafeabroad (3%)

Top Traffic Keywords

55%

Cafe Abroad InPRINT


Cafe Abroad InPRINT is a biannual 10 3/4 x 12 1/2 print magazine (originally quarterly) that is nationally distributed to over 300 study abroad offices. The magazine includes features and beats, updates from past Cafe Abroad interns and articles from all over the world. Each issue features an Inside section, which highlights a city with articles written by a group of Cafe Abroad interns. The magazine also includes a faculty letter, which gives insight into the world of study abroad. Cafe Abroad InPRINT is displayed within study abroad offices, with each university receiving the standard 30 copies. The magazine has a free subscription and is funded by advertising. Information on an updated 2008-2009 Media Kit can be found online in the Advertise section at www.cafeabroad.com. The magazine can also be viewed online by visiting www.cafeabroadinprint.com. It can also be accessed through www. cafeabroad.com, by visiting the InPRINT section.

Cafe Abroad Networking Solution


The Cafe Abroad Networking Solution is an online private network for universities and program providers. The Networking Solution provides a university a private space on www.cafeabroad.com for their students. It offers a way for study abroad offices to engage with students throughout the entire process of studying abroad (prospective, current, returned). Also, it allowed a study abroad office to create a study abroad resource for their students, while utilizing the growing study abroad resource on www.cafeabroad.com. The Networking Solution also offered one key differentiation point: content moderation. The Networking Solution has an administrative website, which faculty use to moderate their universities private network. The administrative website would be the back-end of the private network, and would have all content filtered through it and reviewed before it appeared online. The Networking Solution was reintroduced in Summer 2008 through an email and phone campaign. Twenty-six universities and program providers chose to implement the private network for Fall 2008. A list of universities utilizing the Networking Solution can be found in Programs on www.cafeabroad.com

Internships
Beginning Spring 2007, Cafe Abroad started to offer both paid and unpaid internships to students abroad. The internships allowed students the opportunity to intern for a company independent of their study abroad program. Students had the opportunity to work independently or in groups. The main responsibilities of all interns would be to update content on the website and add to this growing resource. Interns would receive weekly updates from Cafe Abroad and would serve as a point-person for their respective cities and countries. Besides the essential responsibilities of the internship, students were encouraged to think outside-the-box and create promotions, events and provide input on Cafe Abroad.

Institutional Subscriptions
Currently, Cafe Abroad is developing a new program for study abroad offices and students. This program will combine already existing Cafe Abroad products and services with new offerings. By combining its products and services, Cafe Abroad is hoping to better monetize its offerings. Unlike with many of Cafe Abroads products and services, the Institutional Subscriptions will not be broadly promoted. Cafe Abroad believes that exclusively associating the company with certain schools through the Institutional Subscription will provide for a better product and will allow for the opportunity to test different products and services. These core schools will become the foundation for the company in the future. Institutional Subscriptions will be positioned as the next step in study abroad. Working exclusively with a core group of study abroad offices and students, Cafe Abroad will be able to uniquely offer an academic and social experience that its competitors can not match.

Objectives
Overall Objectives
There are two overall objectives for the campaign: 1) To increase traffic on www.cafeabroad.com by 35%. 2) To increase use of products and services by the target by 15%.

Additional Objectives

Cafe Abroad would like participants to create two additional objectives for the campaign. 3) Create an objective that focuses on monetizing the Institutional Subscriptions. 4) Create an objective that focuses on brand awareness or promotions/partnerships.

Overview of Target
Study Abroad Community
1) 2) 3) 4) The study abroad community can be separated into four unique groups: Prospective, current and returned study abroad students University and college study abroad offices in the U.S. Third party study abroad program providers Study abroad directories, databases and media outlets

Prospective, current and returned study abroad students

The main group of the study abroad community that Cafe Abroad targets. This group provides almost all of the traffic and readership, but almost none of the funding or revenue.

University and college study abroad offices in the U.S.

The second largest group of the study abroad community that Cafe Abroad targets. This group provides almost all of the funding and revenue through the use of products and services.

Third party study abroad program providers

This group provides some of the funding and revenue through the use of products and services, but mostly through advertising.

Study abroad directories, databases and media outlets


This group provides potential traffic, readership, funding and revenue.

Recommendation

Cafe Abroad would suggest focusing primarily on 1 & 2 for the majority of the campaign, but utilizing 3 & 4 for any potential promotions or partnerships.

Competition Schedule
10/02 10/15 11/21 11/26
Participants will receive the Cafe Abroad case study, official schedule and more information on the competition via email. Cafe Abroad 2008 Campaign Competition Private Network is available to join. Deadline for submission of the campaign via email. Top teams will be notified and will create a video presentation of their campaign.

12/01 12/05

Deadline for submission of video presentation of participants campaigns.

Top team will be notified that they have won the Cafe Abroad 2008 Campaign Competition.

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