Divya Achtani Siddharth Tripathy Murtaza Bambot Rehman Pirani
Undergraduate Consulting Club Case Competition - GT AKPsi
Aug 10, 2015
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Divya Achtani Siddharth TripathyMurtaza Bambot Rehman Pirani
Agenda
1. Case Introduction
2. Framework
3. Case Analysis and Recommendations
4. Risk Analysis
5. Vision 2020: 5-year plan
Case Introduction
Situation Maintained an elite status with increasing revenue Strong international presence Unique work-environment and organization structure
ComplicationDemand for digital contentRising competition onlineAffordable, interactive marketing strategies
QuestionHow should The Economist leverage “Mass Intelligence” in order to
maintain its brand identity and ensure future growth?
Recommendation
Digital
Content
Business Model
The E-College-ist
Print Marketing
Advertising Revenue
Content Business Model
The E-College-ist
Digital
New Topics Comedy/satire Career advice Music, Movies, & Entertainment
Content Business Model
The E-College-ist
Digital
New Layout
Content Business Model
The E-College-ist
Digital
Only buy the topics you’re interested in.
TopicShopping
$15/yr for one topic, $25/yr for two 2 months free and reduced prices with an .edu
address
Content Business Model
The E-College-ist
Digital
Ads in Apps
On Campus
Social Media
Phase 1: Identify popular mobile apps in Google Play/App Store and advertise
Phase 2: Increase visibility by collaborating with aggregator apps
Two Phase Approach
Ads in Apps
On Campus
Social Media
Content Business Model
The E-College-ist
Digital
Brand Ambassador Program Ini-
tial Strategy
; $25,000 Training
; $120,00
0
Compensa-tion
; $60,000
Total Costs: $205,000
1. Increase Product sales by 10% to ages 18-29
2. Increase online brand presence by 10%
9 Month Goals
**Done through UC and Ivy League system (13 universities)
Content Business Model
The E-College-ist
Digital
#TheECollegeist
Spread the word to 215 millionShare articles, videos, and podcastsConnect with on and off campus
students
Ads in Apps
On Campus
Social Media
Marketing Advertising . . . . . . Revenue
The E-Collegeist
Create and promote large scale viral videos
1.Public Involvement
2.Incorporate “Mass Intelligence”
3.Emotional Appeal
The Econo-mist
Time Forbes$0
$100,000,000
$200,000,000
$300,000,000
$400,000,000
$500,000,000
Print Revenue (USD) 2008
Marketing Advertising . . . . . . Revenue
The E-College-ist
The Econ-omist
Time Forbes0
500
1000
1500
2000
2500
3000
Number of Advertising Pages
The Economist Circulation: 766,726Forbes Circulation: 923,321 20%
156%
Marketing Advertising . . . . . . Revenue
The E-College-ist
The Econ-omist
Time Forbes0
500
1000
1500
2000
2500
3000
Number of Advertising Pages
Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q42014 2015 2016 2017 2018 2019
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
0.16
Projected USD per ad page per Circulation
USD
per
ad
page
Increase ad revenue by 15% each year
Advertising Revenue:From $131.5 m (2008)To $342.6 m (2019)
**Not adjusted for circulation change
Risk Mitigation
New Topics The E-college-
ist Apps Viral Ads
YEARS
ACTIVITY 2014 2015 2016 2017 2018 2019
Advertising through apps
Use of aggregator apps
Viral ads
Amazon Prime
Reorganize The economist app
Topic shopping
New fresh topics
College brand ambassadors
Social media campaign
Print advertising revenue increase
5 Year Plan
Thank you for your time.
Questions?
Sources
http://www.economistgroup.com/pdfs/annual_report_2013_final_for_web.pdfhttp://www.americanpressinstitute.org/publications/reports/survey-research/personal-news-cycle/http://www.mackcollier.com/how-much-does-a-brand-ambassador-program-cost/http://stateofthemedia.org/2012/magazines-are-hopes-for-tablets-overdone/magazines-by-the-numbers/http://www.google.com/url?q=http%3A%2F%2Fwww.entrepreneur.com%2Farticle%2F217344&sa=D&sntz=1&usg=AFQjCNFshiWMWoWVge1fVmQEVFFsk0N1Kwhttp://www.google.com/url?q=http%3A%2F%2Ftinyurl.com%2F2skej3&sa=D&sntz=1&usg=AFQjCNH6-oHE2BPhvT8uiDZSKcqEJjay4Qhttp://www.google.com/url?q=http%3A%2F%2Fwww.rasmussen.edu%2Fstudent-life%2Fblogs%2Fcollege-life%2Fcollege-student-smartphone-news-consumption%2F&sa=D&sntz=1&usg=AFQjCNGkHtfQ_PlDIrnaa9-mCmR4zIrPmQ
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