Monday June 1, 2009
In an action-packed session, you’ll learn what works and what doesn’t from practitioners who are slogging it out in the trenches of campuses nationwide. Brand marketers, agency marketers, and pro-social marketers that are focused on reaching the college demographic (18-24) present back-to-back 15 minute case studies sharing what they've learned.
8:15 am
Welcome and Introduction: Know Your Target
If you're targeting college students, there are some basic facts that you should know first. Who are they? What's current in their lives? What media are they consuming, and where? What brands stand out the most in the clutter of marketing on campus, and why? This introduction to the pre-conference case studies on college marketing will give you valuable insights and anecdotes on today's college target.
If you're targeting college students, there are some basic facts that you should know first. Who are they? What's current in their lives? What media are they consuming, and where? What brands stand out the most in the clutter of marketing on campus, and why? This introduction to the pre-conference case studies on college marketing will give you valuable insights and anecdotes on today's college target.
Daniel Coates, , Co-Founder, SurveyU
8:30 am
State Farm Campaign Uses Guerilla Media
With the “I’m There” campaign, State Farm was looking to emphasize its ability to be at the intersection of a consumer's needs and wants when it comes to insurance. They needed to deliver this message on campus using a mix of traditional and non-traditional tactics. Campus Media Group will highlight the uses of some guerilla media on campus and what to expect when utilizing these tactics.
With the “I’m There” campaign, State Farm was looking to emphasize its ability to be at the intersection of a consumer's needs and wants when it comes to insurance. They needed to deliver this message on campus using a mix of traditional and non-traditional tactics. Campus Media Group will highlight the uses of some guerilla media on campus and what to expect when utilizing these tactics.
Jason Bakker, Director of Marketing, Campus Media Group
8:50 am
ABC Family Goes Greek
ABC Family wanted a grass roots tactic that would engage viewers with its latest show Greek in a bold new way. Recognizing that the 18-24 year old target was increasingly turning to social media to share life experiences and connect with friends, ABC Family built a standalone social networking site called Virtual Rush that allowed users to compete in weekly media challenges, connect with friends and ultimately vie for to win a walk on role. Virtual Rush tapped into the psyche of today’s college students and gave them a fun way to interact with each other and the ABC Family Original Series Greek. The site also provided ample opportunity for advertisers to be in the social media space and engage this audience with compelling custom integrations.
ABC Family wanted a grass roots tactic that would engage viewers with its latest show Greek in a bold new way. Recognizing that the 18-24 year old target was increasingly turning to social media to share life experiences and connect with friends, ABC Family built a standalone social networking site called Virtual Rush that allowed users to compete in weekly media challenges, connect with friends and ultimately vie for to win a walk on role. Virtual Rush tapped into the psyche of today’s college students and gave them a fun way to interact with each other and the ABC Family Original Series Greek. The site also provided ample opportunity for advertisers to be in the social media space and engage this audience with compelling custom integrations.
Vickie Collier, Vice President, Digital Media, Disney-ABC Television Group
9:10 am
Marching through the Madness
George Mason University received unprecedented media attention for their Cinderella run in the 2006 NCAA basketball tournament – the challenge was how to channel all of that attention to connect future students with the institution, despite wide disinformation about the university in the press. George Mason used a multi-channel approach including traditional and new media, social and direct communication, and a controversial (for an educational institution) video series to try to break through the noise, resulting in great success…for a while.
George Mason University received unprecedented media attention for their Cinderella run in the 2006 NCAA basketball tournament – the challenge was how to channel all of that attention to connect future students with the institution, despite wide disinformation about the university in the press. George Mason used a multi-channel approach including traditional and new media, social and direct communication, and a controversial (for an educational institution) video series to try to break through the noise, resulting in great success…for a while.
Andrew Flagel, Dean of Admissions and Associate Vice President, George Mason University
9:30 am
Pentel Gets Into College with Alloy
Pentel wanted to present its new Hyper-G pen to college students. Recognizing this increasingly digitally connected group still uses some type of writing instrument every day, Pentel needed to establish a connection with students during the vital back-to-school decision-making period and to broaden awareness for its product. It reached students by tapping into their favorite social spaces, both online and offline, to show them how this pen fits their lifestyle. Partnering with Alloy Media + Marketing, Pentel achieved high marks with students with “The Smoothest Line” campaign.
Pentel wanted to present its new Hyper-G pen to college students. Recognizing this increasingly digitally connected group still uses some type of writing instrument every day, Pentel needed to establish a connection with students during the vital back-to-school decision-making period and to broaden awareness for its product. It reached students by tapping into their favorite social spaces, both online and offline, to show them how this pen fits their lifestyle. Partnering with Alloy Media + Marketing, Pentel achieved high marks with students with “The Smoothest Line” campaign.
Deborah Gitell, Account Director, Alloy Media + Marketing
9:50 am
Refreshment Break
10:15 am
Keep it real and Party Like a Rockstar
In a $2+ billion dollar industry with more than 200 brands, see how ROCKSTAR Energy Drink leverages authentic peer-to-peer student networks and Spring Break events. Youth Marketing Connection will highlight some best practices for engaging students to promote a brand and how to keep it real on campus.
In a $2+ billion dollar industry with more than 200 brands, see how ROCKSTAR Energy Drink leverages authentic peer-to-peer student networks and Spring Break events. Youth Marketing Connection will highlight some best practices for engaging students to promote a brand and how to keep it real on campus.
Carisa Natvig, Director of Sponsorship Programs, Youth Marketing Connection
10:35 am
I am Phoenix
How an active career and lifestyle does not preclude continuing education.
How an active career and lifestyle does not preclude continuing education.
J Scavo, General Manager, MySpace Records
Michael Sullivan, Senior Vice President, Brand Marketing and Media, Aptimus/University of Phoenix
10:55 am
mtvU: The Power of a Network…in the Hands of College Kids
From original programming to music videos, video games and marketing campaigns, MTV's sponsors and partners are deputizing college students to deliver their key messaging for them — on-air, online and on college campuses nationwide. The next generation of creative pioneers is here.
From original programming to music videos, video games and marketing campaigns, MTV's sponsors and partners are deputizing college students to deliver their key messaging for them — on-air, online and on college campuses nationwide. The next generation of creative pioneers is here.
Ross Martin, Senior Vice President of MTV360 Development and Production, MTV
11:15 am
What's Your Gauge of Success
Are you looking to increase sales among college students, drive them to your retail outlet, or simply build your brand cache among this powerful demographic. Measuring your impact on campus is difficult to gauge with the standard R.O.I.. This finale to the college marketing pre-conference will give you some perspectives and pointers on measuring your success beyond just the numbers.
Are you looking to increase sales among college students, drive them to your retail outlet, or simply build your brand cache among this powerful demographic. Measuring your impact on campus is difficult to gauge with the standard R.O.I.. This finale to the college marketing pre-conference will give you some perspectives and pointers on measuring your success beyond just the numbers.
Daniel Coates, , Co-Founder, SurveyU
11:30 am
Program Ends
