Marketing Plan – “PCHS Vision Productions
Fantastic Four – Kristie, Mari, Crystal, Kaci
For the PCHS Vision Productions’ video yearbook, part of the environmental
analysis includes the demographics of the school. At Pearl City High School, there are
approximately 2,150 students enrolled, and 15.9% of them are geographical exceptions.
In the past three years, the total enrollment has remained stable.
The economic environment for the PCHS Video Productions’ video yearbook is
affected by the family income of students. According to Pearl City High School's last
accreditation report and the U.S. Census bureau, the median household income was
$51, 499 compared to $38,829 in the state of Hawaii. 3.8% of those households receive
public assistance income compared with 6.8% for the state of Hawaii. Because the
discretionary income of our target market is higher than the average in Hawaii, PCHS
students will be more willing to purchase our new product, thus, ensuring a successful
The location of which the video yearbooks will be produced is negligible. It
really does not matter where they are produced; however, the place of distribution is a
factor that will affect sales. We plan to distribute the video yearbooks in two separate
locations: the place of pick-up for the traditional yearbooks and at B301, which is a
school-based store. By having two different pick-up locations, students will be
encouraged to buy our product because these rooms are easily accessible. Those that are
picking up the traditional yearbook will have a chance to purchase a video yearbook at
that same location. Similarly, by partnering up with the DECA store, which is a central
classroom on campus, DECA’s daily customers will also have an opportunity to purchase
one before or after school again creating time and place convenience. Because they will
be distributed from an easily accessible room, people will be more likely to purchase a
video yearbook, therefore increasing sales.
To create the video yearbook, special equipment is needed to film and process the
specific events that will be featured. So far, a Sony camcorder, a digital camera, and a
G4 Macintosh with I-movie will be the minimum amount of equipment that will be used
in the developing process. Restricted budgets might make getting and using other
equipment a little difficult.
There are guidelines and laws for the PCHS Vision Productions Company in the
Political/Legal Environment to take into consideration. The D.O.E. and school
administration require that money raised must be deposited into an account through the
account clerk in the office. PCHS Vision Productions must also follow all school and
D.O.E. policies for our financing. Copyright laws require that the music used in the
Video Yearbook must gain permission from the copyright holder. If there is no
permission acquired, then charges may be pressed against our company. “Educational
Fair Use” of copyrighted software must also be obtained. Waivers are needed for
students featured in the video yearbook. Students who don’t give an okay and are
featured in the video could press charges against the company for no permission.
Students who are viewed in public places are ruled as OK in photographs.
Customer Market Analysis
For our Customer Market Analysis, we will include an evaluation of relevant
buyer characteristics describing how these are likely to influence buying behavior for the
chosen product-market, considering decision-making models that may shed light on
various stages, and presenting relevant marketing research findings.
In our evaluation of relevant buyer characteristics, our customer is likely to be
upperclassmen that are active in school extracurricular activities, such as student
government, sports, or clubs. We can conclude this because in our survey results, 22% of
juniors and seniors participate in one club, 22% of juniors and seniors participate in at
least one sport, and 19.3% of both juniors and seniors participate in at least one club and
one sport. These characteristics are likely to influence buying behavior because the more
active you are in school, the more likely you are to be included in the video
One of the influences of students buying the product would be how much of their
own and their parents money they will be spending. This is an influence because in the
article Children as Consumers of Entertainment Media, “older children, ages 12 to 19,
have spent more than $94 billion of their own money in 1998.” It also says, “Since 1989
there has been an increase of 300%.” These children most definitely spent money from
Another influence would be that our product is a part of the entertainment
business. This influences the buying behavior of the student because in the article,
Children as Consumers of Entertainment Media, “Of the $140 billion teenagers spent in
1998, $22 billion was spent on entertainment products.”
The last influence would be peers of the customer. Peers influence the target
customer because in the article it says, “51% of teens ages 12 to 17 cite their friends as
the biggest influence on how they spend their money.” It also says that “teens cite
friends as the top influence on the music they listen to (71%) and the movies they see in
We can conclude that our target customer is an upper classman who is in at least
one sport, club or both. We found that our target customer is they are influenced by
money they are willing to spend, their involvement in the entertainment business, and by
Because the PCHS Vision Productions is a school-based company, many
strengths follow. The video yearbook will be produced by the students of Pearl City
High School, so we needn’t pay for labor fees. Also, because the staff is our own peers,
they pretty much know what kind of video we would want. PCHS Vision Productions is
fully staffed with second-year students in the advanced photography class. This means
that they are experienced and knowledgeable, ensuring a great video yearbook. They
already know how to capture the moments of Pearl City High School and put them
collectively into one video.
This is the first year a video yearbook will be sold. Since this will be its first
appearance, there will be no expectations from the students. A video yearbook hasn’t
been introduced yet, so the students can’t compare our product to previous video
yearbooks. If there are no expectations, there will be no disappointments.
Lack of Committed Staff
For the PCHS Vision Production’s video yearbook, some weaknesses of this
project could be the lack of staff. Since only Mr. Abe’s advanced photography students
will be putting the actual DVD together, there is a limited amount of people that can
work on it. There is also the possibility of the students having a lack of commitment to
the project because not all of them may be interested or care about their grades. The
students might only videotape their friends or end up falling through on assignments and
deadlines, leaving Mr. Abe to do most of the work. Without an abundance of people
working on this project, the quality of it may be sacrificed.
Another weakness of this video yearbook is that this is the first year that it is
being done, so a lot of students may not know about it or what exactly it is.
There are many opportunities for the PCHS Vision Productions to enhance the
PCHS Video Yearbook and its sales. One opportunity is to have an upgrade in the
equipment used to make the video yearbook. This benefits the video yearbook because it
can improve the quality of the video’s picture and sound. Another opportunity would be
to include the video yearbook as an option with school fees. This benefits the sales of the
video yearbook because students will have an easier time purchasing it. Along with
having an easier time purchasing the video yearbook, there could be a discount when
students purchase it with their school fees. This benefits the video yearbook because
more students will be likely to buy it because it’s discounted. Another opportunity would
be to have school partnerships. This benefits the sales of the video yearbook because
there’s more people involved causing more people to know about it and to purchase it.
Some of the threats facing the video yearbook are the regular yearbooks. Some of
the students might prefer the traditional style of keeping their high school memories as in
the form of the traditional book form of the yearbook. This factor definitely might draw
away customers from the video yearbook. Another threat towards the video yearbook is
the graduation/project graduation videos. Especially the seniors might pick these forms
of capturing their last high school memories. And lastly, DVD burners are the ultimate
threat. Students can just buy one video yearbook and pass it around throughout their
friends and burn copies so they don’t have to actually buy one for themselves.
The PCHS Video Productions faces many challenges as it opens as a new and
unknown company to the student body. Our company consists of a small, but highly
qualified group of students from the advanced photography class. With limited financial
backing, we cannot over invest in the first year. Being a new product for PCHS students
to purchase, product, price, promotion, and target market is very unclear.
Because this is the first year a video yearbook is being produced, the specific
content desired by the student body is unknown. We are unsure of what events and
activities are most valued by the students of PCHS.
Pricing is another issue to be determined by the PCHS Vision Productions. We
need to find right pricing to suggest value to the student customers.
Promotion is also a key factor in the first year to launch this new product. We
need to find the best promotion technique to draw in customers during the first year of
Much research will have to be done to determine PCHS Vision Productions’
primary and secondary target market in order to limit risk in the first year.
Marketing Strategies Proposal
The PCHS Vision Production’s video yearbook will be sold for $15. Since the
actual cost to make the video is $13, we priced it at $15 to a reasonable profit of $2 on
each video without the price being too high. After doing research, 54.9% of the student
body said they would be willing to pay this amount for it.
This year PCHS Vision Productions is putting out a Video Yearbook for the
PCHS seniors. From our primary research, we found that 95.1% of the surveyed students
from different grades want it available in DVD format. We also found what activities
and events are important to the PCHS students. From the most important to the least
important are prom, homecoming, sports, winterball, then assemblies. We discovered
that 57.2% of the people surveyed wanted the whole school to be featured in the video
yearbook. It also revealed that 31% want their own particular class covered. However,
this year we are going to only focus on the senior class.
For the promotional aspect of the video yearbook, we will advertise and create
awareness by designing posters and posting them around the school. We will also
announce the selling of the video yearbook in the daily school bulletin and at the various
events that will be covered in the video yearbook itself. We can also show a preview of
the yearbook during one of our many assemblies to reach pretty much all of our target
market at one time while creating awareness also.
The materials needed for advertising will include one ream of paper that will be
used for flyers to be posted in the classrooms. The cost of this will be approximately four
dollars. We will also post announcements in the daily bulletin. Because the
announcements are free, this form of advertisement will not be of any cost to our
business. We would also have a preview for the Video Yearbook at one of the
assemblies which would be no cost. There will also be a $25.00 cost for the early bird
The success and profitability of the marketing plan will be measured by how
many video yearbooks that we sell. One hundred yearbooks sold at $15 each with a
profit of $2 will generate a profit of $200 which will mark our success. As we said
earlier, the only business ethical concerns would be the copyright laws for any music that
is not paid for. Since this is a new product, market share doesn’t really apply in our
situation. We conducted primary research through the distribution of surveys to various
classrooms at Pearl City High School. After compiling the results of the survey, we will
see how effective our marketing plan was.