As everyone has seen from our last blog update, we criticize (literally tore it apart) UNBC's Gold for Green. Although we are skeptical about this project, that does not mean we do not oppose it.Many may think that we can openly criticize G4G mainly because we "hide" behind our superficial name, The Monkey Chicklets. However, it must be understood, it is for our safety - there are many, many mad/raging/angry/crazy/psycho Green people residing at UNBC.
This week, we wanted to take a more marketing perspective at G4G. Thus, we present our take on Gold for Green's STP. For all those non-business students and lurkers, STP is simply the Segmenting, Targeting, and Positioning.
Segmentation: Identifying all segments for the product/service. The objectives of segmentation are: Break market into components; Regroup into market segments; Select which segment to target.
Targeting: To simply put targeting, it can simple defined in a question, "What is target?" Although this question is very simple and short, it can be more complicated as it can be broken down into further questions as follows: What percent of the population uses your brand?; What are the demographics?; Which media is the best to use?
Positioning: The science of perceptual strategy. It is based on a theory that strategy can only be planned in the mind of the consumer, not the marketplace.
Now that STP has been defined in a straight-forward manner, from what we believe anyways, how does this in any way relate to G4G? Well, perhaps many are still trying to understand the STP concept. But onwards!
Segmenting and Targeting Gold for Green Contest:
Finding how this contest was created for UNBC students, perhaps all the work has been completed before The Monkey Chicklets started. What we can look at is why they chose us (UNBC). Thus, we have fused segmenting and targeting together under this heading.
While segments can be defined in an infinite amount of ways, we can put broader parameters on how we define this segment. Blatantly, this contest is for students. The average demographic for UNBC students: Ages of 18-24; Income of $11,000 (estimated); Location of the Prince George area. Given that a 10-course year will cost approximately $600 including the variable costs of textbooks and those random-what-the-f fees, that's a total of $6000. Add on top of that the living fees, drinking binges, and food, that 4 months of hard labour disappears. So on the bright side, the $1000 prize is quite the benefit.
Since this contest is "open" (see our other post why we emphasize open), it will mainly target students - students that "like" UNBC of course. By targeting students, perhaps this contest is more than just the money, and transparencies. Perhaps, just maybe, they are trying to spread the awareness of sustainability to the non-green students. By reaching out now, to the younger generation, the cultural and social future trends can be changed. Or, The Monkey Chicklets just thought too much about it. We personally like the latter one.
Positioning of Gold for Green:
Now, going into the minds of the consumer, and not the market. What are the consumers in a contest? It's the contestants that are trying so ridiculously hard (sometimes going so far as obviously lying) to win. Well, winning is presently defined as being "liked." Everyone, including the Monkey Chicklets, would love $1000. Maybe not so much the Green Gift Basket. But hey, $1000 is a bonus. Make that $12,000 for this year's income!
How would UNBC G4G go ahead, and attract these segmented and targeted people? By positioning themselves within the university. How long did you guys see G4G banner, or posters up throughout the school? We saw it there for well over a month, before the club's bake sales took over (think about the amount of energy those cookies and muffins consumed, which therefore you consumed!). The reach pretty much covered the entire school population, since it was in the Wintergarden. Frequency happened at least twice a day. That's a pretty good advertisement to get those numbers.
We are not sure how many of lurkers read our first post, but we would like to say thanks to our faithful/loyal lurker (most likely classmate) mydogistoosmart.
We agree with your comment. How come UNBC does not have any regulations for companies that bid for the cafe/sandwich area? Hundreds of paper plates are given away for the wraps, and the napkins are free to take (I can take all of them, and evilly burn them for fun). As delicious and cheap as Tim Hortons' is, what about all those disposable cups and paper bags? UNBC is trying to change the company environment, their brand name. How will it change by having companies described above associated with it?
Lastly, we would like to end it with this thought.
G4G: I burn all my trash, I leave my computer on all day downloading movies, I leave 3 lights on in my room to adjust to my monitor, my laptop is on all day for MSN/Facebook, I drive to UNBC everyday (by myself of course), I never recycle because it's too far. Please vote for me!
34 Seconds Ago· · · View Feedback (478)
Would they give me the prize because my friends voted for me?
Although, as stated before the contest is essentially a popularity contest. The idea behind it is smart. Facebook, with over 150 million users is becoming one of the best internet marketing tools available. If you take a look at some of the submissions hundreds of people from all over Canada are 'liking' UNBC to help their friends (whether they like UNBC or not). These 'likes' are then posted on each persons wall and spread to their 200... 600. or sometimes 1000 friends. Great way to reach thousands, possibly tens of thousands of people. Bravo UNBC... Bravo
ReplyDeleteTheoretically, the logic is sound. However, the number one contestant is at 124 likes. So, detailing specifically to this topic alone, it is hard for any of the G4G posts to reach even 500. Even now, with 2,811 on their group page, the post with most likes is only 124? Only a fraction of the members look back at that group page, and most of them are the most recent due to the contest.
ReplyDeleteGood point, however I think it is more the exposure they are looking for then actual participation on their Facebook page. 124 people liked the UNBC page on one submission, which means 124 people have UNBC on their wall and in their friends feeds, which could create that spark for someone to check out the university and even enroll. Furthermore, the amount invested into this marketing campaign is minimal, the $1000 prize is donated and volunteers are promoting it leaving the only real cost as the gift baskets, which probably only cost the university $30-$50 each or $300-$500 total. Not bad at all especially because they are also promoting a sustainable culture, a major goal of the University.
ReplyDeleteGood discussion. It makes a great case study for social network marketing.
ReplyDeleteIt turns out that UNBC has generated a great deal of exposure with this campaign: more likes than some far bigger schools in BC (I have a source, but that's not an official statement).
I noticed that your G4G entry was removed and spoke with the appropriate party about that as well. Don't worry, they are all cool with the blog!