WW Recruitment of University Students

What is the Strategic Issue or Opportunity (Project Overview)?: Note that projects must: (1) allow students to evaluate different options (2) make a recommendation to the organization about what decision they should make and how that decision will add value (3) and provide the organization with an implementation plan to realize that value. Please describe your strategic issue accordingly. Background: WW (formerly Weight Watchers) has been the trusted weight loss partner for many women 45+ for almost 60 years. Despite being powered by science and behavioural psychology that is relevant for all ages and genders, many younger people who have heard of WW, would consider us to be an 'old lady' brand/product. There are also myths/misconceptions that you must attend meetings, and eat strange frozen foods - both are untrue. Opportunity: We know that younger people, including university students, may be struggling with healthy habits, and ultimately, their weight. The opportunity is for our IMF team to provide a recommendation on how we can tap into the University market - to expand our relevance to a younger market. Company website : ww.ca Industry: [ Weight loss/wellness] Number of employees: [~80 in Canada] Year founded: [1963] Revenue range: [~$100M CAD/year] Deliverables: What are your desired deliverables?: Provide a recommendation on how WW can appeal to, and recruit university students.  This recommendation would include: 1) Size of prize 2) Marketing plan that includes a view on the Marketing P's as well as rough budget. Ideally, this plan would be at a stage where if approved, it would be straightforward to implement. What are the key tasks you want to complete to produce these deliverables? (Share 2 - 5 key tasks): 1) Consumer understanding: what are current barriers and triggers to join WW as a university student? What are the most compelling messages students would need to hear? WW includes a long list of "features" (food tracking, recipes, activity, etc), what elements are most important to emphasize? Also, WW can credibly focus on weight loss, healthy eating and/or wellness - what is optimal? What are the key seasons for us to market WW to students? 2) What marketing and sales channels are most important? Is there a role that the universities could/should play? 3) Financial analysis: what would the costs be to execute the recommended plan.  What would the expected ROI look like? 4) Who are the key competitors for WW to consider, if we target students? 5) Are there companies with whom WW should partner to address the student opportunity?

WW SEO Strategy

Take a look at our website https://www.weightwatchers.com/ca/en and our search results in Google for the following keyword phrases: why fitness is important in life how mindset affects health how eating effects sleep best weight loss programs If you were entering our business as a junior Digital Marketing Specialist, what would you identify as the strengths and weaknesses of our SEO strategy? How could we be optimizing our website to organically rank higher? Keep it brief and focus on a couple tangible recommendations. We strongly believe SEO is no longer a technical challenge as AI can identify engaging content without guidance. Your report should be strongly focused on what could be engaging the visitor the most on the landing pages. We are looking for no more than 2 pages, but feel free to use content samples, screenshots or other forms of media to illustrate your recommendations. Use your intuition. Think about what the user wants and why they're staying longer at higher ranking pages. Use tools like answerthepublic.com to find out what people are searching for without the need for deep analytical data. Your intuition is powerful, and data will prove it.

Marketing Assessment

Our brand is 50+ years ago and is truly rooted in community. The past two years have seen an especially successful period of growth and program evolution. Plus, new partnerships have been formed (ie. Oprah, DJ Khaled) which have garnered international recognition.However, as a brand that has traditionally targeted an older target (45+), we are looking for ways to reach a younger audience. We have improved our digital tools (a great app, etc) and evolved the program to fit a changing world, but would be looking to grow our target audience to ensure that we are able to reach the changing demands of a younger audience. We believe that the students can lead an initiative/ideas of how WW can help to pivot our activities and introduce initiatives that would appeal to a younger audience. Young people in Canada represent a diverse set of cultures/backgrounds and noticeable difference of behaviour (compared to the traditional brand activities that started back in the 1960's) and we need to find a way to attract them to our brand. Phase 1 – Project Plan: Students will attend your challenge or opportunity pitch to understand your business needs, devise the project scope, and prepare a detailed plan for completion of the project. Phase 2 – Project Execution: Students will work on deliverables outlined in the project plan. Teams will periodically communicate with organization representative(s) as needed to complete project tasks. Phase 3 - Outcome - Presentation: Students will present the outcomes of their research and analysis to make recommendations for your organization. Organization representative(s) are invited to attend these presentations.

Master's Big Data Analysis

Students will provide a report describing the findings from their research, detailing their insights on our company and industry as a whole. They'll provide actionable recommendations to address the challenge of recruiting a younger audience. - Customer segmentation & targeting.- Predictive analytics in ecommerce.- Content strategy for a prospective younger audience. Phase 1 – Project Plan: Students will meet with organization representative(s) to devise the project scope and prepare a detailed plan for completion of the project. Phase 2 – Project Execution: Students will work on deliverables outlined in the project plan. Teams will periodically communicate with organization representative(s) as needed to complete project tasks. Phase 3 - Outcome - Presentation: Students will submit a 50-slide deck along with excel spreadsheets of algorithms

Marketing Strategy Consulting

As a 50 yr old brand, we're interested in some discovery work to find a younger target audience (ie. 35 & younger). Success would be to help us understand how to reach a younger audience through improved messaging and program mechanics. Our brand is 50+ years ago and is truly rooted in community. The past two years have seen an especially successful period of growth and program evolution. Plus, new partnerships have been formed (ie. Oprah) which have garnered international recognition. However, as a brand that has traditionally targeted an older target (45+), we are looking for ways to reach a younger audience. We have improved our digital tools (a great app, etc) and evolved the program to fit a changing world, but would be looking to grow our target audience to ensure that we are able to reach the changing demands of a younger audience. We believe that the students can lead an initiative/ideas of how WW can help to pivot our activities and introduce initiatives that would appeal to a younger audience. Young people in Canada represent a diverse set of cultures/backgrounds and noticeable difference of behaviour (compared to the traditional brand activities that started back in the 1960's) and we need to find a way to attract them to our brand. Students will provide a report describing the findings from their research, detailing their insights into your company and industry as a whole. They'll provide actionable recommendations to address the issue or challenge that you provided.