Outline of Paper

***Professor Walls - I am changing the topic of my paper.  I'm not exactly sure where I was going with my last topic.  I would like to discuss the on-line dating world.  (More specifically eharmony vs match.com)  I want to evaluate the SEMS that occur BEFORE singles sign-up.  For example, the fears of on-line dating and the ways these companies are trying to knock down any on-line dating fears or barriers.  Please let me know if you would like more information!  I would love any feedback!

I. Industry Background

a. Major Competitors: eHarmony.com and Match.com

b. Overview of competitive advantage for each company

c. Overview of the industry and market segmentation

II.  Match.com

a. Discuss mission, history, and goals

- 6 Month Guarantee

- Free Portrait Toolkit to help you get started!

- Mission: Take the lottery out of love!

- Started in 1995 - Based in Dallas, Texas - now 20 million members

- Offers Chemistry.com, Dr. Phil, and International sites

b. Explain marketing campaign

- Advertisements: "It's OK to Look"

c. Discuss who the campaign targets

- Young, successful singles

d. SEMS experienced by target market through commercials

- Sense: Ads generate interest.  Calm, relaxed, and comfortable characters in the ads.

- Feel: Effortless and approachable attitudes are related through the commercials.  

- Relate: Characters are people we all can relate to.  We all want to be beautiful and carefree.  

e. Experiential providers through commercials

- Communications: unique, creative, sexy

- Visual/Verbal Signage: tagline (It's OK to Look)

- Website - match.com

III. eHarmony.com

a. Discuss mission, history, and goals

- Mission: To empower people with the knowledge and inspiration needed to grow and strengthen their most important relationships for a lifetime of happiness.

- Began in 2000 to scientifically match couples.

- Offer eHarmony Marriage and Compatibility Profile

- "We've Only Just Begun"

b. Explain marketing campaign 

- Advertisements: "We've Only Just Begun"

c. Discuss who the campaign targets

- Older singles and married couples

d. SEMS experienced by target market through commercials

- Sense: Same song played in all of the commercials, older couples, founder on all commercials

- Feel: Happy, relieved, and fears broken down

- Relate: Unique matching system helps to find perfect match and you can see the happy couples together.  

e. Experiential providers through commercials

- Communications: happy, fun, and no-hassle

- Visual/Verbal Signage: tagline ("We've Only Just Begun")

- Website: www.eharmony.com

IV. Conclusion

a. Summarize findings from SEM and Experiential Providers of each company

b. Conclude with recommendations for Match.com and eHarmony