Tag Archives: Brand Activation

Subway Breakfast Promotion on Campus

Campus_promotion

For back-to-school, Campus Media helped  Subway make sure students  got a good breakfast. We organized  street team promotions on college campuses throughout the Midwest to promote Subway’s new “Brinner” (breakfast right through dinner) campaign and  to drive store traffic and trial of their new breakfast menu items. During the morning hours, energetic street team staff, wearing “Ask Me About Bacon”  T-shirts, distributed thousands of Subway coupon cards to students over two days.

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The Process of Building Your Recruitment Brand

I presented the 16 Tools to Build Your Brand and Recruit the Very Best at the NACE National Conference last week. Before we begin discussing each of the points from that presentation, I wanted to give an overview on our strategic process to recruiting so you have a frame of reference.

Campus Media has an internal philosophy about the process needed to be successful with recruitment marketing and advertising. Below is a diagram of the process, but let me explain each of these parts for you.

Campus Media's Strategic ProcessWe see a great deal of companies who look at the college market and start their marketing play with “we want to do ‘x’ or ‘y,'” but haven’t thought through what effect it will have on your organization. Many approach their brand building by doing the same things year after year. With how quickly things are changing these days, it’s  important to be conscious of each step and determine what the net effect is going to be before you start and execute your recruitment plan. Then start the process all over again for your next initiative. This process can be used annually or semi-annual depending on your budget and planning cycles. More often is better than not due to how fast the student mind-sets are changing these days. The economy is having a strong effect on this too. Two years ago a recruitment brand strategy was very different than it is today.

Let’s break apart each step:

1. Company – This is what you more than likely already have in place. It’s what your business, department, etc. has defined as who you are, why you do what you do as a company, what you want your consumers to think of your brand, your key competitive advantages and products.

2. Customer – In a recruitment context the customer is the student you are looking to influence/hire. You need to define what your consumer think of you. Most of the time your brand view doesn’t align with what the public thinks your brand is. This is where research comes in to play. What does the customer think your competitive advantages are? Why do they buy or want to work from you? What do you offer that others don’t? What’s your brand mean versus your competition? If your “Company” elements above don’t align with the “Customer’s” way of thinking and what’s important to them, then your campaign will not likely achieve the goals set out for the program that’s being developed.

3. Planning and Strategy – This stage is where the 16 tools start to come together and your ROI is developed. What message will you use? Where will the message be located? Do you need to make changes to how your teams are dressed or what they talk about when interacting with the students? When does your marketing happen? How does it help effect the disconnect that likely exists between stages 1 and 2 above? Do you need to make changes to your website or Facebook page or YouTube channel or handouts or booth design or videos or…or…or…? Run through everything to ensure each tool you use is on message and in the right places to cause the shift needed in your consumer’s mindset about your brand/company.

4. Execution – This is the “get it done” stage. Execute on the brand message, website strategies, on campus events, speaking, career fairs, social media, etc.

5. 20/20 – In this stage, take a look at what went well… or poorly. Do your follow up consumer research to see if your goals/objectives outlined in the planning and strategy stage occurred. What did you learn? Did you hire the students you expected to hire? Why or why not? In essence, you should be able to define if you hit the ROI elements you outlined in phase 3.

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Funny business: Brand sponsors needed for the National College Comedy Tour

National College Comedy TourLaughter is good for the soul…and brands. Campus Media has gotten itself into some funny business and needs national brands with a sense of humor to sponsor America’s next breed of comics.

The National College Comedy Competition is a nationwide search run by Rooftop Comedy to find the funniest college students, where school teams battle to remain in the competition.

Starting with comedy teams from 32 schools, we ask industry judges and the public to narrow down the competition through live events and online voting rounds. In the end, only four final Comedy Teams will head to the National Finals at the Aspen Rooftop Comedy Festival.

Branding opportunities exist on campus, at live shows, and online throughout the tour, which runs January through June 2010. Sponsorship packages start at as little as $10k, so contact us today, and lets work on your one-liners!

2009 Quick Facts:

32 campuses visited

1000 student stand-up comics

20,000 student attendees

20,000,000 online visitors

If you are interested in sponsoring the The National College Comedy Competition, contact us today.

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Horror Movie Marketing Tactics

Mary Hatchet visits bars on campus.
Mary Hatchet visits bars on campus.

During the month of October, “Blood Night – The Legend of Mary Hatchet” will come alive around college campuses. We have implemented some unusual movie marketing tactics to create a Halloween buzz for the movie and the existing legend, such as blood stain sidewalk stencils, chalking, and poster/flier drops on and off campus, including at dorms and sororities. Models of Mary Hatchet are walking around campuses in character with full makeup during night and day classes to hand out fliers about the movie. The movie promotion will run during the month of October and drive students to www.bloodnightmovie.com

Student comments about Mary Hatchet campus visit:

“I love slasher movies.  I’ll be sure to check it out.”
“Holy-S##t!  You scared the living S##t out of me!”
“What a great stunt!”
“I love the costume!”
“Now that is totally creepy looking.”
“That is awesome.  I need to get a picture of you.”
“That’s really creepy.”
“You are freaking me out.  I won’t be able to sleep tonight.”

“I would have never expected to see something like you on campus.”
“Great way to get someone’s attention.”
“The creepiest part is the fact that you aren’t talking.”
“Thanks.  Now I won’t be able to sleep tonight.”
“I saw the ads on campus.  Nice touch.”
“That is some creepy ass s@@t!


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