Eastman Kodak Company (Hereafter Known As Kodak) Term Paper

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Eastman Kodak Company (hereafter known as Kodak) has not achieved a maximum penetration of the college student market. In terms of current initiatives, Kodak sponsors the Student Filmmaker Program. The program provides project grants, educational allowance programs, scholarships, and support services. Kodak's Cannes Program offers an opportunity for students to extend the Cannes International Film Festival (Kodak). While these initiatives have increased the exposure of Kodak within the student population of budding cinematographers, they have done less to introduce Kodak to the larger student population.

Consideration of the unique characteristics of the college marketplace will be essential to the success of this marketing plan. Specifically, the age demographic that is almost exclusively 18-24 years of age is an important consideration, as is the powerful spending power of this demographic (CampusParty).

Marketing Goals and Objectives

The overarching goal of this marketing plan is to expose the student campus population to Kodak's delivery of photography services. As such, this marketing plan is aimed at using a variety of direct marketing techniques, including direct promotions and one-to-one marketing, in order to reach this unique marketplace.

Marketing Strategy

The marketing strategy undertaken here will address the unique characteristics of the student population.

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Importantly, the student marketplace generally responds poorly to traditional marketing campaigns that include mainstream television, radio, print, and direct mail (Onpoint Marketing and Promotions). In view these considerations, this marketing strategy will include a number of alternative techniques, including one-to-one marketing, alternative indoor and outdoor advertising, direct promotions, and even campus tabling. Passing out fliers, posting care sheets, and advertising the college newspapers will also be used. In addition, this marketing campaign will seek to build relationships with campus organizations and student governments, and attempt to raise awareness of Kodak within the campus (Onpoint Marketing and Promotions).

Marketing Implementation

The wide-ranging nature all of this marketing plan will require a careful consideration of timing and cost. Given that establishing relationships with the student governments and campus organizations will likely take a considerable amount of time, this will be the first marketing activity undertaken. Marketing representatives for Kodak will be assigned to specific universities, and meet with student government and campus organizations in order to determine how Kodak can become involved in the campus. The cost of this marketing activity will be composed primarily of….....

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