table of contents
Out of Home Activations
eBay is an e-commerce company founded in San Jose, California. Since 1995, eBay has provided online
consumer to consumer and business to business sales services. Since then eBay has been available to
consumers in over 180 countries and accepts 19 currencies. eBay’s mission is to be the world’s favorite
destination for discovering great value and unique selection. They have an expansive portfolio that
includes eBay Classifieds Group, Close 5, StubHub, Shyp, and eBay Valet and spun PayPal off into an
independent company in July 2015. The company integrates corporate social responsibility into their
business model through the eBay Foundation which provides grants to nonprofit organizations and
fosters charity connections between their employees and customers. Through these efforts, eBay can
prove to the public that they are a company that values their employees, customers, and the community.
Our primary target market, “Savvy Spenders,” consists of 18-34 year old men and women that don’t
want to sacrifice their unique style and products for price or inconvenience.Through our primary and
secondary research, we have found that these individuals value price, security and shipping costs when
shopping online. The main reason our target market doesn’t use eBay to shop online is because of
concerns about authenticity due to their experiences of eBay from middle and high school when it was
primarily an auction site. Some of these negative experiences caused doubtful opinions on eBay and are
unaware of their new site look, offers, and the multitude of new products available.
Our campaign,“Life on Point,” aims to inform college-aged students that you don’t need a membership
to get great deals for the products you love.Through a variety of out of home, social media, digital, and
experiential advertisements, we will appeal to our specific target market to inform them that eBay is no
longer the auction place that their uncles turned to but a shopping experience where new items, with
free shipping and money-back guarantee, meet the right price.
eBay’s platform is aimed at attracting and retaining
customers, especially millennials. Their new product
values such as Buy It Now, Free Shipping, and eBay
Money Back Guarantee are cornerstones of their new
user-friendly website.Their aim is to be a destination
for great value and unique selection, while still
remaining convenient for users. eBay looks to work
with vendors to sell new products at a discount on
their site.Their auction style features should not be
ignored as they are still a core part of their business.
The company works with sellers by building strong
connections with their customers to help them turn
unwanted items into cash.
Currently the online shopping industry is one of the
fastest growing sales sectors in the United States.
Online retailers are coming up with more efficient
ways for customers to purchase online goods with
mobile apps, discounts and free shipping. This is
partnered with increasing the quality of customer
These days, millennials are busier than ever, packing
their schedules from the moment they wake up in
the morning. They need to find ways to purchase
products quickly and are within their budget, as time
is always of the essence. They want products that
fit their unique style and that they can show off on
social media because of this, many look for quick and
convenient solutions to their problems.
eBay has continually been a huge competitor in the
auction site marketplace. As they have rebranded
themselves they need to compete with major sites
such as Amazon, Alibaba, and Etsy. With this being
said, eBay has to step up its awareness and benefits
to compete with its competitors and not get lost in
the saturation of sites.
Available in 19 currencies
Flexible payment options
Personal customer accounts
Large Internet marketplace
Shipping malfunctions and issues
Minimum control over product quality
Inaccurate product descriptions
Increase in mobile users/consumers
Becoming a retailer
“Make an Offer” feature
Worldwide online databases
Increasing competition – Amazon, Etsy,
Fluctuating exchange rates
We conducted a survey via Qualtrics with a sample size
of 107 and a focus group with a sample size of five for
our primary research. Both samples were created using
convenience sampling, and the survey was distributed
with social media and an anonymous link. The focus
group was held on a college campus with five college
students as participants.
Our complete survey can be found in Appendix A, but
the key findings were as follows
93% of respondents reported being loyal to
58% reported free shipping as extremely
62% reported security as extremely important
54% reported variety as extremely important
56% have purchased an item on Ebay before
54% have purchased items 1-3 times at eBay
On average, people thought 55% of items
on eBay were used, 34% were new and
26% were refurbished
It is important to also note that respondents were
asked eBay’s greatest strengths and weaknesses. The
most reported strengths included variety of items, the
competitive prices/auction system and the availability
of collectible, rare or antique items.The most reported
weaknesses were the trustworthiness or transparency
of sellers, quality of the products and the tendency
for prices to be run up and wait time with the bidding
structure used in auctions.
sell, you find
“Most of the sellers are
very courteous and I love
having conversations about
them as I ask questions
about my items.”
focus group findings
Our focus group answered two types of questions;
eBay specific and general shopping habit questions.The
questions asked can be found in appendix A.
One key finding from our focus group is that the
participants were hesitant to purchase new items on
ebay at the same price as other retailers. They also
noted that even if a product was in original packaging
they would still have concerns about authenticity.When
asked what would encourage them to try or use eBay,
participants suggested a trial period or promotion for
signing up. They also brought up introducing student
discounts and harsher policing of sellers and warranties
for accountability. Participants also were unaware of
many of the changes eBay has undergone in recent years
and responded positively to new marketing content,
stating they were intrigued by the new changes.
In terms of general shopping habits, respondents noted
that their top priorities in online shopping were free
shipping, price, presentation of merchandise and quality.
These priorities line up well with the findings in the
survey conducted. Participants noted that reviews,
accreditation to a person or company, verification
checks, friends and family usage, design and reliability
were the biggest factors in trusting an online company.
“There is an availability
items not found at other
“Convenient to use, great deals,
amazing community, and all
services provided without the
need for a membership.”
“Old items are always
easy to find, and there are
many great deals to be
target market savvy spenders
Laci Kay recently graduated from
the University of Scranton and
just turned 21. She landed her
first job at Paychex and is looking
to move to Rochester, NY where
her new job has her working in
sales for the Northeast region.
With this recent move, Laci has been utilizing all that
eBay has to offer by buying products at a discount to
fill her apartment. Laci believes that eBay is the perfect
way to get great products unique to her style at an even
better price than in stores!
Timothy Steele is a 19-year- old
student at Boston College.Before
starting his sophomore year, he
wants to get ahead of the game
and purchase all of his textbooks
and supplies. Instead of spending
hundreds of dollars at his school’s
bookstore, he wants to find a cheaper alternative. So
while searching online,Timothy finds that eBay has the
books and supplies he needs and with his savings he can
order take-out at his favorite restaurants.
Jess Langdon is a 24-year-old nurse
at a large hospital in New York
City. Because she works the night
shift, Jess shops online for different
forms of entertainment when her
patients are sleeping or don’t need
help. She also searches for gifts to
give to her patients in order to make them feel at home
- she tries to find unique and useful products and tends
to spend hours searching for the “perfect” one that her
patients will truly enjoy.
Kyle Thompson is a 30-year-old
young entrepreneur who recently
launched his own company in
the electronics industry. Being
interested in electronics, Kyle is
always looking for ways to improve
his company and grow his ideas.Kyle
likes to spend his free time browsing the web, and using
his favorite site eBay to buy products for his business so
he can grow his business without losing profit.
Lack of awareness amongst target audience of eBay’s
rebranding, new attributes and product variety.
We must rejuvenate eBay’s public perception to show
potential customers that eBay is no longer a website purely
for auctioning, but an online retailer that has the ability to
meet all of their consumer needs, while still embracing a
community of sellers as unique as their products.
For our Savvy Spenders eBay offers new products at great
prices with a money back guarantees. Our team aims to
execute a combination of television, social, experiential
and native marketing tactics to increase brand awareness,
eventually leading to an increase in customer conversion.
our key insight
life on pointWith eBay, finding exactly what you need at the price you want is fast and convenient.
Whether you’re a big spender or living on a shoestring,
eBay helps you live life on point.
Snapchat is a great way to reach our target market,
as 70% of all Snapchat users are Millenials. As part of
our experiential campaign well plan to create custom
geofilters for each school we visit on our eBayU Tour.
The filter will be a combination of the school logo and
eBay’s reason for attending.We also plan to use Snapchat
to create Discovery articles from eBay focusing on the
needs of our target market with a twist such unique
products to furnish your first apartment/dorm room
or necessities for your music festival journey or Spring
Break trip. According to our research, those ages 18
to 29 allocated around 20 minutes per day to Snapchat
on average, and those ages 30 to 44 still spent an
average of 9 minutes per day on the app.Also, Snapchat
advertisements are seen anywhere between 500,000 to
a million times per day, therefore giving us the reach we
want eBay to have to it’s consumers.
Our eBayU competition will begin with Instagram as
well as the contest for each school on the tour will use
it for mini-contests to win prizes when eBay visits.We
will also run ads throughout the year customizing it for
each consumer based on their search history and what
would fit them best and help get their life on point.
Instagram is also a great way to reach our target
market, as the app has already crossed the 500 million-
user mark, and has over 300 million of them using the
platform every single day. The company’s blog reports
that over 95 million photos and videos are posted daily,
proving that Instagram users are extremely active.Being
the #1 app of all time for Brand Social Engagement, we
believe that Instagram will give us the reach we want so
that eBay can stand out above its competitors.
We plan to create sponsored Buzzfeed articles and
quizzes around the holidays for cheap yet quality gift
ideas for college students or other themed gift articles
or quizzes.As well as use Buzzfeed for when students are
about to graduate and are furnishing their first apartment
or figuring out the most memorable graduation gifts for
their friends.Ranging from internet memes, personality
quizzes,and“DIY projects”,Buzzfeed is a unique way for
consumers to engage.The Buzzfeed blog explained that
companies who advertised or created a campaign on
Buzzfeed had 10 to 20 times more click-through rates
than their normal average. With that said, four to five
posts on Buzzfeed typically cost about $100,000 to run
advertising content. Buzzfeed will allow EBay to engage
with consumers in a unique way in order to get their
minds thinking creatively.At 56% the average Buzzfeed
visitor ranges from 18 to 34 years old, aka, the savvy
Pinterest offers a free and paid way to spread information
about eBay.The company can create their own Pinterest
board for free and showcase unique products or create
specific boards like they already do so on their website.
They can also create advertisements With 110 million10
active users, Pinterest would be an extremely beneficial
platform to use in order to hit our target market. Out
of all of the Pinterest users, the main users are 18 to 29
year olds at 37% along with 30 to 49 year olds at 36%.
Because one of our main priorities is to reach a market
between the ages of 18 to 30 years old, Pinterest would
be a fun and active way to get this age group involved with
EBay.The average cost for an advertisement on Pinterest
ranges from $0.50 to $1.50 cost per click and they offer
two payment options.You could pay for either engagement
or visits to your site. As 30% of users are pinning from
mobile devices and 93% of pinners have shopped online
in the past 6 months, Pinterest would be a great asset to
Spotify is a listening platform for individuals looking to
download and play their favorite music all from one place.
Spotify offers the newest and best music in an easy to
use app. Millennials are especially apt to using Spotify,
according to Forbes.com millennials account for 72% of all
weekly music streams on Spotify’s site.This accumulates
to roughly 1.3 billion track plays every week.
YouTube is a video-sharing platform with over a billion
users, nearly one third of people on the Internet.
YouTube allows users to upload engaging videos and
share with the world. Milllennials turn to YouTube and
digital broadcasting over regular cable television for
the simplicity as well as convenience factor of regular
television. YouTube allows users to have millions of
videos right at their fingertips that can be watched at
any time of day.
Instead of relying on traditional television advertising,we
are suggesting that eBay relies on Hulu.com to advertise
during popular shows that would be pricey on live TV.
Because millennials aged 25-34 are 97% more likely
to have used Hulu in the last 30 days than the general
population, we feel strongly that Hulu is a more suitable
option for eBay in terms of measurable, affordable
advertising at key touchpoints. Because Hulu is an
account based service this also means more targeted ad
placements to those viewers who matter most to eBay
and the target demographic.We are recommending that
ads air on the following shows.
While Bob’s Burgers is popular with all millennials,
those aged 25-34 are 91% more likely to have watched
it on a weekly basis than the general population.This
high index bodes well for eBay as an advertiser and
could very well lead to a lot of bang for your buck
when advertising to the target market.
Modern Family also boasts a high index for millennials
aged 25-34, with reports showing that they are 28%
more likely to watch it on a weekly basis than the
general population.This show also works well to reach
secondary audiences as it has wide appeal and reaches
a large portion of viewers in America.
Saturday Night Live
Saturday Night Live is a favorite topical show among
millennials.While they are only marginally more likely
to watch the program than the general population, the
immense popularity of the show and the high ratings in
2016 make it a sure hit.The ratings for SNL tipped the
scales with a post election episode at 6.2 Live + Same
Day and rating of 3.9 Live + Same Day with adults aged
18-49.This in combination with programmatic buying
at Hulu adding flexibility of content makes for a great
platform for eBay to run topical advertisements to
match the content of the show.12
out of home activations
For an out of home campaign, the best way to reach our
target market is through subway and bus advertisements
in Los Angeles, New York City, Boston and Ann Arbor,
United States, allowing us to reach a maximized number
of our target market of people from ages 18-24. In New
York City, there is an estimated population of 8.550
million people. Approximately, 4.8 million are within our
target market. Yearly, there are more than 1.7 billion
riders on the subway, which include 5.6 million people
on Mondays through Fridays. In Boston, Massachusetts,
the median age is 31.8 years old. Within the population
of over 669,000 people, 24% are between the ages of 20
and 29. Advertising on subways in Boston would reach
the 774,000 daily riders. Moving from the East Coast
toward the Midwest, is Ann Arbor, Michigan. This city is
a small college town with a third of the 117,000 person
population between the ages of 20 and 29. The median
age is very low, at 28 years old. Although this city does
not have a subway system, the bus service is available for
advertisements. The buses run between three colleges
and offer rides to younger students as well.These services
run seven days a week, through the night and offer special
arrangements for holidays. Finally, Los Angeles, California,
with over 26% of the population between the ages of
18 and 34.The subway system has more than 9.5 million
yearly riders. Breaking it down, upwards of 360,000 riders
seeing an advertisement daily.
Population of 8.550 million people.
52.5% female. 4.836 million people 18-34.
Daily riders on the subways:
Mon-Fri-5,650,610, Sat-3,309,731, Sun-2,663,418.
Population of 669,469 people.
52.1% female. 24% 20-29, Median age 31.8.
Nearly 774,000 daily trips on the subway.
Ann Arbor, Michigan
Population of 117,070 people.
50.7% female. 33% 20-29, Median age 28
Los Angeles, California
Population of 3.971 million people.
50.2% female. 1.032 million people 18-34.
Average Weekday Riders- 362,135
Average Saturday Boardings- 221,079
Average Sunday and Holiday Boardings- 193,315
Yearly Ridership- 9,507,985
Trust. Value. Selection. Convenience. All components of
eBay’s value proposition they aim to provide to their buyers.
However, according to our primary research our team has
determined that 18-24 year olds do not have confidence in
eBay and the value of its products.Thus, we have developed a
strategy that allows eBay to interact with our primary target
market on a one-on-one basis,across the country,in order to
make valuable impressions.
eBayU is a cross-country college tour that allows eBay
brand representatives to interact with tech-savvy college
students that are always looking for the best bargain. With
services such as Amazon Prime and Zappos VIP, and highly
accessible inexpensive items at WalMart, eBay might not be
in millennial’s consideration set for finding great products for
less.eBayU aims to change this perspective,allowing students
on campuses around the US to learn more about eBay, its
products, services, social media and mobile capabilities.
The contest would begin with a social media campaign where
schools can vote to have eBayU come and visit their school!
The top ten schools that accumulate the most votes through
an online poll will win. The eBayU branded truck will visit
the top 10 college campuses distributing eBay branded swag
material, providing textbook discounts through a partnership
with a vendor such as Chegg, deals for school supplies
and apartment/small space design advice. Samples of
school-related eBay products will be featured, such as
backpacks and supplies, allowing students to interact with
the brand, driving them to a purchase at a brand kiosk
inside the truck. Benefits such as free/expedited shipping
and discounts will encourage students to spend.
In addition to purchasing products, students will be able
to take pictures with eBayU signs in front of a branded
backdrop. Prior to taking the photo, students will input
their personal information (name, university, email and
birthday) into a form.This user data will allow the media
team to retarget users later on with eBayU/eBay branded
email content, in order to build an ongoing relationship
with potential customers. High quality pictures will be
taken and emailed to students allowing them directly
to share onto their social platforms such as Facebook,
Instagram and Twitter using the hashtag #eBayU. This
highly engaging and potentially viral tactic allows eBayU
brand ambassadors to increase brand awareness by
interacting with future customers, accumulate shopper
data, increase social presence and drive users to the site
to make a purchase.The eBayU social media team will be
promoting their visit on each campus via their Facebook,
Snapchat and Instagram accounts and website.
In a world where corporate social responsibility comprises a large percentage of a brands reputation, eBayU aims to
address the needs of their target market by creating a merit based scholarship program. Full time underclassmen will
be eligible to apply online for the scholarship.The student must uphold a specific GPA threshold, as well as prove high
community involvement and leadership experience.The recipient will receive $5,000 in tuition, as well as $2,500 to spent
on eBay to purchase textbook, supplies and anything needed to advance their education.
Overall, eBayU will allow eBay to enhance recognition amongst the millennial market, increase brand recognition and CSR,
as well as increase their social media presence and online reputation.
Our goal is to reach 50% of students age 18-24 at least 2 times
using video ads on Hulu and YouTube, promoted content on
Facebook, Instagram, Snapchat, and Pinterest and through our
Out of Home advertising as well as our ten stop college tour.
Our ads on all platforms will be placed nationally and our out
of home advertising will be located in four cities across the
country and our ten stop college tour will be determined by
Our ads will run at various times depending on the purpose
for their use. Facebook will be consistent and run throughout
the year. Our Instagram ads will run before and during our
college tour and mid-way through the semester. Our out-of-
home will be towards the end of the campaign when students
are graduating and getting ready to move in to their new
apartments. The rest of our ads will be spread throughout
the campaign to boost awareness and tailored toward specific
goings-on at that times.
reach and frequency
Our budget breakdown shows a heavy investment in ads placed on Hulu as well as the campaign college tour.We feel
stronglty that these two tactics have some of the highest potential to justify the higer costs. Our campaign focuses heavily
on social media marketing, which is considerably less expensive than other channels.This gives a lot of flexibility with pro-
duction costs and reallocating the budget from traditional channels to our ditigal campaigns.
eBay was founded in September 1995 and was dedicated to bring buyers and sellers together.As of 2013, eBay’s annual
revenue in the United States was 3.419 billion dollars. In 2015, sales increased by over 200 million dollars. If the same rate
of sales continues then eBay’s net revenue will be over $4.200,000,000 by the year 2018.A huge source of revenue for
eBay was PayPal. However, sales have not dropped significantly since losing this revenue generator in July of 2015. It has
been over a year since losing this company, so eBay may or may not lose revenue in later years.We believe it is realistic to
expect a 5% increase in sales from our 2017-2018 campaign.To see whether reach and frequency goals were met, we will
track the ratings ofTV shows where our ads are airing and rely on impressions provided by Snapchat.We will also measure
views received on promoted content on Facebook and retweets and/or likes onTwitter and Instagram.We can also check
the usage of transportation systems in our select cities and track how many students attend each eBayU event.
For Savvy Spenders the internet has always been a part of their lives and online shopping is more popular over the
traditional brick-and-mortar store.This target market wants the best bang for their buck without sacrificing quality or
style.Although they have the tools to compare prices time is of the essence and they need their go-to site for when they
need their product as soon as possible. eBay has grown and improved their company since these Savvy Spenders last used
it.Although competitors such as Amazon are number one in their mind, if eBay made itself present with the same great
qualities without the pricy membership, they can win over consumers’ hearts. By evaluating the brand through a variety
of research techniques, it was evident that eBay needs to inform consumers about the eBay’s new look and features with
unique products and low prices.
Our campaign will reach the target market easily by using the most popular social media platforms, stopping by campus,
and showcasing unique products before they watch their favorite television shows or YouTube videos. Out-of-Home
advertisements will take over select cities so that everyone knows who the new eBay is and how they are the right fit for
consumers. Once trust is regained by consumers, eBay will have no problem in increasing their loyal following.
Are you 18 or older?
What websites do you consider yourself loyal to? Check
all that apply
Please indicate how important the following benefits are
while shopping online
Variety of selection
Student accounts or promotions
Have you ever purchased an item on eBay?
What most influenced your decision to purchase
Roughly how many times have you ever purchased an item
10 or more
Using the slider,please indicate the percent of the items on
eBay you think are new, used or refurbushed.
What do you consider to be eBay’s greatest strengths?
What do you consider to be eBay’s greatest weaknesses?
What gender do you identify with?
What is your age?
How would you classify the area you live in?
What region of the United States are you currently living
survey questions cont
Are you currently a college student?
What is your current class standing?
Do you have any additional comments?
focus group questions
When you think of eBay, what’s the first word that
comes to your mind?
Do you have any experience buying products off eBay?
How do you feel about buying new products rather than
used products off eBay?
What would intrigue you to try or use eBay?What pro-
motions or other things would get you to try eBay?
After watching the video are you more inclined to use
Why would you use another onlinshopping site over
Woudl you consider using eBay over Amazon., Etsy or
any other online shopping site after learning they sell
new products as well?
Are you more likely to buy products from companies
that give back to the community in some way?
What is most important to you when buying items on-
What makes you trust an online company?
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