GoBringIt
Starting the Year in the Green
For GoBringIt (GBI), a food delivery service for Duke students, there was a problem: revenues for the fall semesters were on a consistent decline. The Anglez team conducted market research, talked to peers, and analyzed financials of the past few years. We found that very few freshmen were aware of GoBringIt’s existence. As incoming freshman replace the graduating class and become 25% of the consumer base, reaching them is critical for any campus company. To maintain a consistent market share and growth in the college market for GBI, Anglez had to find a way to capture share in the freshmen market.
Selective Advertising
To engage freshmen, the Anglez team designed a freshman ambassador program for GoBringIt. Over the summer, our team interviewed incoming freshmen and built a team of ambassadors that possessed the necessary characteristics (work ethic, social prowess, tech savviness) to make a splash in their freshman community. Throughout the fall semester, we worked with our team of ambassadors— and with the leaders of GBI— get the message out about GBI through on-campus pop-up events and social media marketing. Additionally, our team recommended that GoBringIt ask students for their year of graduation when they sign up for an account, so that we could begin to track freshmen engagement.
THE RESULTS
The results of this campaign speak for themselves. In the fall semester of 2018, GoBringIt revenues increased by 20%. In 2019, profits continued to increase at a sharp rate. Additionally, since GBI began gathering data on the graduation year of new users, they have seen the number of freshmen accounts created increase from 400 per year to 600 per year.
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Selective Advertising
To engage freshmen, the Anglez team designed a freshman ambassador program for GoBringIt. Over the summer, our team interviewed incoming freshmen and built a team of ambassadors that possessed the necessary characteristics (work ethic, social prowess, tech savviness) to make a splash in their freshman community. Throughout the fall semester, we worked with our team of ambassadors— and with the leaders of GBI— get the message out about GBI through on-campus pop-up events and social media marketing. Additionally, our team recommended that GoBringIt ask students for their year of graduation when they sign up for an account, so that we could begin to track freshmen engagement.
THE RESULTS
200
New freshman accounts each fall semester following the targeted advertising
campaign.
20%
Increase in revenue of the 2018 fall semester after the ambassador program was put in place.
The results of this campaign speak for themselves. In the fall semester of 2018, the first after implementing the ambassador program, GoBringIt saw 20% higher revenues compared to the fall of 2017. In 2019, profits continued to increase sharply with a higher proportion of new freshman customers. GoBringit has seen the number of freshmen accounts created increase from 400 per year to 600 per year.
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