WIN A FREE VALENTINE’S DINNER!
This Valentine’s Day, the Daily Titan is offering special Valentine announcements in the newspaper. With purchase of an announcement you will also receive a chance to win a $50 gift certificate for a Valentine’s dinner at the Cheesecake Factory.* *Announcements are $10.00 for regular classified ad, $12.00 for 12pt bold font ad, $14.00 for a 16pt bold font ad. They go on sale Jan. 30th - Feb. 10th. • Check us out at Discover Fest Feb. 8-9. For more info contact Jackie Kimmel at 714.278.4452 or email@example.com
WIN N A C YOU
W IPO E N D N A BRA
Color this picture and turn it in to CP-660. Be Creative! Use anything that sticks to the paper like glue, glitter, blood, ANYTHING! Then fill out your contact information below. Deadline is October 27,2006. Please print contact information: Name: Major: Email: Phone Number:
To: CNBAM From: Jackie Kimmel Daily Titan Promotions Manager Re: Category 4A The Daily Titan has worked hard over the last year to expand its promotions department. The promotions department has only been around since 2004 and has hosted numerous events, handed out many gifts/prizes, and increased readership both on campus and online! Each semester, the promotions department writes out a detailed promotional calendar of all promotional events, contests, and readership programs. At least one promotion is conducted each month with four at the most in any given month. Most of the promotions are themed around holidays, campus events, or seasons. Over the summer 2006 the Daily Titan took on its most influential promotional plan by hosting “Kids to College.” “Kids to college” is an after-school program created by inner-city school districts to better prepare elementary school children to get into college. The Daily Titan felt it would be a fun and interesting experience to have the students see how a newspaper is made by taking a tour of the newsroom and by creating their own paper. To make the experience better the Summer Titan published a spread of some of the writings and drawings the kids had created. In addition to the Kids to College program we also host a newsroom tour for a troop of Fullerton Eagle Scouts. Every fall semester the Daily Titan sponsors a Halloween coloring contest where readers can draw, sketch, glitter, or color an in-house advertisement of a Halloween related item and turn it in to the office to potentially win an iPod. Once the entries have been accepted the Daily Titan staff votes on the best and the winner of the best picture has a small feature published in the paper. Because Fullerton is located relatively close to Hollywood the Daily Titan frequently partners with DreamWorks to conduct numerous movie ticket promotions. We typically host 3-6 movie ticket promotions a year where DreamWorks gives us 200-300 free movie tickets to distribute to our readers via suduko contests, online poll contests, or to students caught reading the paper in the Quad on campus. During the fall 2006 semester the Daily Titan started a new tradition by hosting the first Cal State Fullerton Friday the 13th Fright Night Dance! The promotions department partnered with the local Off Campus Pub (a loyal Daily Titan Advertising Customer) and conducted a costume and dance contest to reward those for reading our paper. We had a good 300-350 students and faculty attend and gave away two iPods, 30 concert tickets, Daily Titan promotional items, and Daily Titan newspapers.
The spring semester allows for a little more flexibility when it comes to promotions because the California weather is sunny, and students can be found lounging on the campus lawns reading our paper and studying. Some of our spring promotions include an Easter coloring contest, the reverse press conference, the valentine’s promotion, online contests, and an event the Titan is now well known for, our annual Battle of the Bands. The Easter coloring contest is the same philosophy as the Halloween coloring contest with a different image to color and varying prizes. On average we receive between 50-100 entries per contest. The Daily Titan reverse press conference has come to be highly appreciated by the readership because it is the reader’s chance to talk with the editors and advertising managers about their editorial and advertising content choices. This reverse press conference is held every semester to accommodate for the changing staffs and is hosted by a class of 200 students, faculty, and staff. A great new promotion we started was the Valentines Day promotion. We advertised that any student could purchase a “love gram” and tell their mate how they felt. For purchasing the ad they would get a free Valentines elephant and be entered to win a free Valentine’s dinner compliments of the Daily Titan at the Cheesecake Factory. Over the summer, the promotions department created and implemented an Online Business Directory. The directory is a list of all the Fullerton Chamber of Commerce business that pay an annual fee to be hosted on the Daily Titan Web site where their individual business Web sites are linked and coupons for students can be accessed, printed, and used at the business locations. This feature benefits the paper because it drives viewers to the Web site, students benefit because they get discounted amenities, and the businesses benefit from student business. Lastly, the Daily Titan Battle of the Bands has been going strong for three years now and is growing by the year. This event began as a way to give light to up and coming student bands but blossomed into a revenue earning event. Partnering with Tower Records the Daily Titan was able to have 10 bands play 15 minute sets and earned anywhere from $500-1500 at each event. This event also helped the readership to our entertainment guide The Buzz. The promotions department of the Daily Titan has increased readership both online and on campus. It has made stronger connections between our advertisers by drawing new business, and is always looking for new and creative ways to expand our horizons.
Daily Titan Promotional Calendar January 2006 30th- Spring 2006 classes begin Jan. 30th- Feb. 14th: Valentines promotion posters displayed on campus promoting the valentines guide and stuffed elephant (school mascot) give-a-way. Grand prize dinner for two at Cheesecake Factory. February 2006 14th- Valentines grams printed in paper, and grand prizewinner announced. March 2006 March 6th- April 22nd: Promotion of 3rd annual Daily Titan Battle of the Bands. Call for band entries, promotion of event, collection of sponsors like Tower Records, the Grove of Anaheim, Wireless Toyz, and the Daily Titan. March 16th- April 10th: Easter Coloring Contest advertisements run in paper and posters placed on campus. The deadline for entries to win an iPod for the winning drawing was April 10th. April 2006 13th- Easter Coloring Contest winner announced and winning drawing run in the Daily Titan. 22nd- Battle of Bands. Winner chosen and prizes given away. 27th- 3rd Semi-Annual Daily Titan Reverse Press Conference. This press conference is where the readership of the Titan can publicly question and comment on the contents (both editorial and advertising) of the paper. This event happens every semester due to turnover of student staff. May 2006 Graduation Guide promoted. The graduation guide was designed for graduating students to buy ad space to write yearbook style goodbye messages or for parents/family to buy to wish the graduates luck. The guide is printed in the paper and distributed at graduation. June 2006 16th: To connect with the community the Daily Titan hosted an event called â€œKids to Collegeâ€? where 80-100 inner city kids came to learn about how to be successful in school to be able to attend college someday. The paper hosted the event teaching the students about both advertising and editorial departments and planned interactive activities such as writing editorials about what they had learned, and drawing advertisements. Winners were chosen and a spread was dedicated to the event in the Summer Titan. 21st: Spread on Kids to College was published July 2006
July 3rd- August 16th: Titan Travelers promotion was a summer activity where if students photographed themselves holding a Daily Titan in a historical spot (ie. Alamo, Empire State Building, Liberty Bell) and sent it in we would publish the traveler who took the Daily Titan the farthest and award them with a Daily Titan Prize. August 2006 21st: Announcement of Titan Travelers winner. 21st: Fall 06 classes begin September 2006 1st-22nd: Suduko Promotion. The reader to successfully complete all of our suduko puzzles and bring them to the Titan would receive a Daily Titan prize. 29th- Suduko winner picked and published. October 2006 2nd-13th: Daily Titan Fright Night Friday the 13th Dance. This dance was a first time promotion sponsored by the Daily Titan and local advertiser the Off Campus Pub. The event was promoted through the paper, on myspace, and through the university web site to have a costume contest at the dance along with a dance contest. We gave away two iPods for costume winners, and dozens of concert tickets sponsored by the Grove of Anaheim Theatre. 9th-27th: Halloween Coloring Contest. This contest is the same as the Easter coloring contest where readers would cut out the outline of a ghost and decorate it with anything that sticks to the page and turn it into our offices. 31st: Halloween coloring contest winner announced and winning drawing published in paper November 2006 1st-17th: Crossword Puzzle Promotion. The reader to successfully complete all of our crossword puzzles and bring them to the Titan would receive a Daily Titan prize. 30th- winner picked and published. December 2006: 5th: 4th Semi-Annual Daily Titan Reverse Press Conference. This press conference is where the readership of the Titan can publicly question and comment on the contents (both editorial and advertising) of the paper. This event happens every semester due to turnover of student staff.
Bike Guy In fall 2006, the Rocky Mountain Collegian revealed it’s latest promotion to boost readership. The Collegian purchased a green and gold cruiser bike that has a wagon attached to the back of it. We then decorated the bike with several bells and whistles, with on of its most prominent features being a horn that is a rubber duck. We then hired two crazy and outgoing guys to be “the Bike Guy”. Every morning the Bike Guy dresses in school colors with green and gold Mardi Gras beads, wigs, t-shirts and even CSU slippers. He then rides the cruiser bike filled with Collegians to heavy-traffic areas on campus and hands out newspapers. The most popular catch phrase he shouts to get people to come pick up a newspaper is, “Have you squeezed the duck?” which refers to the rubber duck on the bike. Based on the “Have you squeezed the duck?” phrase, we started using rubber ducks in other promotions of the Collegian. We run many ads based around the Bike Guy and his duck (see appendix). We also produced rubber ducks with the Collegian logo on them as well as duckshaped magnets with our logo that we hand out during different promotional events (see appendix). Our most popular event was the 2006 Homecoming Parade in which Bike Guy led the Collegian staff through the streets of Fort Collins (see appendix). The Collegian ordered t-shirts for this event with a graphic of a large rubber duck that reads, “squeeze me.” Employees that participated in the parade were all given a free shirt to wear. We sold the extra shirts to anyone who wanted one for $10. Throughout the entire route of the parade we handed out our Homecoming special edition and rubber ducks with the Collegian logo printed on their tails. We were forced to ration the ducks and newspapers because they were in such high demand. Younger children even chased after the staff during the parade screaming for ducks. This definitely has increased our awareness around campus as well as in the Fort Collins community. This is important because we not only deliver newspapers on campus, but 2,000 newspapers are delivered throughout Fort Collins. Bike Guy also participated in the “Ram Welcome” festivities that happen the weekend before school begins. Ram Welcome is a barbeque and carnival designed to introduce new students to the Colorado State lifestyle. Bike Guy was in the midst of the fun times handing out our Move In edition. It was imperative that Bike Guy was there to introduce the Collegian to the thousands of new students attending CSU.
We know Bike Guy is a major success because we are recycling fewer papers. The Collegian continues to be picked up even with the university’s involvement in the Gannett’s College Readership Program. The readership program involves 4,000 of Gannett’s newspapers being distributed to students for free (although students are actually paying for this out of their student fees). These papers are New York Times,
USA Today and the Denver Post. When the Collegian first heard of this program, the staff was nervous that readership would go down. However, with the help of Bike Guy, readership numbers have remained constant. The Bike Guy puts a face to the Collegian that students can recognize as part of the Colorado State institution. We have high hopes for the future of Bike Guy and his duck. We plan on having him become more involved with different aspects of campus life. We would like to get Bike guy involved in sporting events in which he will compete against Cam, CSU’s mascot, in various pre-game and intermission activities. We would expect that he would continue to gain recognition both on campus and in the community, and most importantly: keep our readership numbers very high at 91%.
Schedule of Events August 17, 2006 Bike Guy attends Ram Welcome. This is the day when the dorms open for students to move in. In the afternoon and evening, there is a BBQ and carnival. Bike Guy made a scene and handed out our Move-In Edition. October 7, 2006 Bike Guy and friends march in Colorado State’s Homecoming Parade. Bike Guy and members of the staff handed out our Homecoming Edition, as well as rubber ducks with the Collegian logo printed on them. The Collegian was even lucky enough to have a staff member with a bright yellow car (which matched the ducks). The Bike Guy and the Collegian were the hit of the parade and even one a prize for having the third best float. Fall 2006 Semester Everyday of the spring semester, the Bike Guy handed out our newspaper. He did this for an hour everyday between 8 a.m. and noon. Fall 2006 Semester Ads published sporadically through out the semester. Ads asked, “Have you squeezed the duck?” and then told students to look for the bike guy.
Bike Guy and friends at Homecoming
Sample of Duck Magnet and Pictures of the Rubber Ducks
LansingLowdown.com Get down with what’s up!! The entertainment site of The State News. LansingLowdown.com was established out of frustration. We at The State News knew that as the college paper for a major university we have a captive audience that has a strong desire for entertainment. Yet, we felt that the entertainment page on our own website wasn’t interactive enough and only provided information that had been published in the newspaper. A group of students from each department of the paper established goals for the site. We wanted more interactivity with our readers, local bands, music venues and restaurants. We wanted customers to rate restaurants and viewers of movies to write reviews. If it had to do with entertainment, we wanted to be the “go to” site so lansinglowdown.com was created. The launch date of August 28 was set to coincide with the start up of fall classes at Michigan State but we knew that just because we created a website wouldn’t mean that people would automatically visit it. We needed a plan to promote the site and make it the first thing people thought of. With a promotional budget of $3000, we determined what items we could get that would get our message out and be something that people would actually use. Incorporating the theme of lansinglowdown.com – get down with what’s up, we distributed promotional items that had their own message but coordinated with the overall theme – (see photo in the appendix). All had the same colors and carried the LansingLowdown “L” logo along with these messages: T-shirts had the main message “get down with what’s up” Guitar picks had the message “get loud” Matches had the message “get lit” Condoms (the favorite giveaway) had the message “get some” Bottle openers had the message “get started” Pens had the message “get busy” The staff then planned which back-to-campus events would be the most effective places to familiarize people with the new site. During the weekend before classes, we were everywhere and all dressed in black t-shirts with our lansinglowdown.com logo. We held an on-line dance contest and encouraged people to vote for their favorite dancer. This feat was accomplished by videotaping contestants as they passed in front of our building where we were also handing out the promotional items. We were asked
to emcee between bands at a midnight concert giving us an opportunity to tell 2000+ students about the new site – just the type of visitors we wanted and of course, we handed out more items. We attended movie screenings – again handing out items – and having a chance to talk about the site. The attached calendar shows all of the events where we had a presence. Our advertising (shown in the appendix) took a fun approach to showing our newspaper readers that when you think about dining and movies or music and dining that you get something unexpected. These ads ran in the paper, on our website and at the movies during the kick-off phase. Launching a new site was fun but what happens after the initial kick-off? We have continued with contests – like a Halloween costume contest where people submitted their photo and readers voted – and we’ve assisted with several movie screenings and international film showings where we’ve continued to hand out promotional items and talk about the site. Advertising has continued throughout the semester in the paper, on line and at movie nights at campus events. We’re currently in the planning stages of our next big event which will be sponsoring a Battle of the Bands in April. In February, bands will be able to download applications for participating in the event. Then we’ll host short videos of them and people will vote for their favorite band (We do like contests.). The favorite band will be announced at the Battle of the Bands and a winner will be selected from those who voted to win some prizes. (We’re determining what the prize will be.) The result has been that our entertainment site is being used everyday by more and more people. During December, a month when many students leave campus, LansingLowdown.com had 28,300 unique visitors and nearly 70,000 page views. In just six short months, we’ve become the place for students and residents to go when they want the lowdown on what’s up in Lansing.
Calendar of Events Promoting LansingLowdown.com Held during the first weekend students return to MSU
Dance Contest – Wed – Saturday, August 23-26. We filmed contestants dancing in front of our building and then had readers vote for their favorite dancer thus encouraging people to visit LansingLowdown.com. We also handed out our Welcome Week newspaper and promotional items. Midnight Madness, Thursday, August 24 – businesses in East Lansing were open until midnight welcoming returning students. We handed out promotional items at several of the bus stops in front of various dorms and throughout the streets of East Lansing. There was a table set up in front of State News that night handing out items. Bar lines, Thursday & Friday August 24 & 25. The advertising department went from bar line to bar line (and in some cases, the bars) and handed out items and talked about the site. Party at the Aud, Friday, August 25 6-10p.m. We handed out copies of the Welcome Week edition, as well as swag. This was at the MSU Auditorium. Super Saturday Night, August 26 (two people at the table): We handed out more promotional items or copies of the Welcome Week edition. This was at the International Center. People could sign up to win an iPod that was donated by Apple. The drawing for the winner would take place at the Chingy concert. Chingy concert, Midnight, August 26. One of our students, Erik Adams was given the stage between the opening band and Chingy to tell a crowd of more than 2000 about LansingLowdown and to announce the winner of the iPod from the Super Saturday drawing. He also encouraged people to visit the site to vote for their favorite dancer.
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Objective: To increase online viewership by 250% and online advertising revenue by 300% in a year (ending Oct 1, 2007). A Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis was conducted on the website in early 2006, and based on the outcome of the SWOT analysis, the objective was framed and a new marketing mix planned. All the 4 Pâ€™s of the marketing mix were changed in an attempt to meet the above mentioned objective. The following tables and words summarize the different aspects of the marketing plan as it was set in motion. Product Plan: The following changes were implemented to enhance the product. Product Aspects URL Brand Name
Before www.dailyegyptian.com Daily Egyptian
Brand Logo Brand Icon
Advertising Tracking Visitor Tracking
None Gus Bode, the newspaperâ€™s icon since 1956 None None
Poll Forums Archiving
None None Poor
Registration E-mail Newsletter Housing Guide Dining Guide Coupon Listing
None None Offsite None None
Online Classifieds Searchable Content Staff Bios Search Engine Optimization Streaming Video Interactive Slideshows Weather Tracking Design & Navigation
None Yes None Some None None None Not very user-friendly
After www.siuDE.com siuDE. The name of the University was introduced into the brand name while retaining the DE from Daily Egyptian. New logo (using brand colors) Gloria Bode, a new icon, more trendy and hip than her offline cousin Gus. Ability to track clicks and impressions. Ability to count visitors and track by location, referring source, etc. Ability to track navigation by entry and exit points, duration of stays, page views, etc. Sponsored weekly poll Active forums for readers to discuss and debate. Enhanced archiving allowing users to view previously published content within the current layout of ads, design, etc. Available in a better, compressed size for faster downloading. Sudoku available, plans to introduce more games this semester. Available Available to registered users. Within the site and with enhanced search features. Planned but not implemented yet. E-coupons allow users the option to either print and use the coupon or call in using the unique E-coupon no. on each coupon. Available Enhanced search possible Available Each story is optimized rather than the entire site, making it more optimized for search engines Available. Content is sourced from a local TV station. Available Available Better designed and organized. Color coded for easy navigation.
Price Plan: The advertising inventory was increased 300% enabling the price to be reduced by 30%. Price Aspects Flat Rate Bundle Deals With Print Newsletter Advertising Performance Based Pricing
Before Available Unavailable Unavailable Unavailable
After Available and reduced by 30% Available Available Available
Place Plan: Better search engine optimization and co-branding with strategic sites helped place the site in favorable locations in cyberspace. Promotion Plan: The website was promoted in three distinct phases (pre-launch, launch, and post-launch) and a flighting media strategy was used with peaks coinciding with major news activity like home games, Halloween, etc. The pre-launch promotion phase was spearheaded by a teaser campaign that showed a Yahoo messenger chat window with, an unknown Gloria Bode at that time, apparently chatting with someone about the most talked about things in Carbondale. The treatment of the teaser advertisement was very un-advertisement like to break the clutter and catch the attention of Daily Egyptian readers. The chat windows appeared several times in different parts of the paper, at one time, even drawing the ire of the Student Programming Council (SPC) who thought Gloria Bode to be a contender for Homecoming queen. Gloria Bode also graced facebook with her presence and further heightened the curiosity of students. After the launch, Gloria triggered a controversy, as alumni thought she would replace the newspaper’s icon of almost 50 years, Gus Bode. Her story was picked up by local TV stations, generating publicity for the site and driving traffic. Based on feedback, Gloria was redesigned. Her job wasn’t just to launch the site, she stands proud atop the webpage everyday directing users to the day’s top stories. Results: The new website with Gloria Bode as its new icon, currently generates traffic of almost 50,000 page views per week, over 300% more than what the previous site generated. Advertising revenue is also up almost 200%. However, these are initial results that are indicative, until October 1, we won’t know how we have fared with respect to the objectives that were set.
Media Schedule Pre-launch (Sept 15-
Launch (Oct 2-Oct 9,
Oct 2, 2006)
Samples of work: 1. Gloria Bode Teaser ad 1 2. Gloria Bode Launch Ad 3. Gloria Bode Facebook profile screenshot 4. Gloria Bode editorial 5. Gloria Bode TV story (on CD)
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"ROUGHT TO YOU BY
Jayha a e wk nc O
Medallion Hunt 2006 k
lw ays ayhaw aJ
Follow the daily clues in this week’s papers to ﬁnd a special KU Medallion on campus. The winner will receive $25 to the KU Union or 75 Homecoming points!
From the beginning, I’ve always had pep. To ﬁnd the next clue, be careful where you step.
This clue will lead you to a certain location. At that spot, look for a posted sign providing a hint that will help complete tomorrow’s clue!
4a. Best Newspaper Marketing/Promotion Plan The University Daily Kansan For the year 2006, The University Daily Kansan worked to grow reach and relevance to the students at the University of Kansas. To achieve this, the management team selected three areas of focus: contests that encourage student involvement, activities that benefit local studentsupported charities or causes, and those activities that foster our products’ relevance to both our audience and our advertisers. A single event conceived that could further more than one of these causes was particularly valued. In developing contests that encourage student involvement, the Kansan sought to promote those that encouraged involvement through both print and online media. A result of this focus was the development of Kansan Trivia, sponsored by the Kansan and client KU Endowment. The client wanted a promotion that would inform undergraduates of the organization’s impact on campus, made possible through alumni donations. We developed a daily promotion consisting of a trivia question anchored on the Entertainment page. The promotion directed students to the Kansan’s web site, Kansan.com, to answer the question and enter to win weekly prizes given by various advertisers. After its launch in October, that particular portion of the website (reached through a link on the homepage) received 15,000 page views in about two months. KU Endowment decided to continue the campaign next semester and the Kansan considers this a great success in encouraging interaction with both print and online. Throughout the year, the Kansan used print and online to promote Jayplay, our weekly lifestyle and entertainment magazine, through Jayplay Music Freebies. A house ad in Jayplay notified students of the week’s prize and identified the winning student from the previous week. This promotion again successfully tied print and online through sending students to Kansan.com to enter each week. Jayplay was also promoted through the battle of the bands contest Jayplay Live. The Kansan drove students who saw the ads in print products to Kansan.com by featuring mp3s of the bands prior to the concert. After the concert, videos of the performances were posted on the website. Additional smaller steps were taken to grow student involvement. In April, we hosted a pizzaeating contest outside on Wescoe Beach, a popular campus commons area. Similarly, we held a crossword contest in October that rewarded the diehard crossword fans of KU with pizza vouchers. For Homecoming Week, the Kansan paired with the Steering Committee for a Medallion Hunt. Each day, an ad revealed new clues to finding a KU Medallion hidden on campus. Since the winner could get points towards Homecoming Week, we had many organizations battling wits to find the medallion first. With these contests and events, we further promoted student interaction with the brands of the Kansan. To better our image in both the campus and Lawrence community, we sponsored events that raised awareness and/or funds for local charities or causes. In March, to coincide with March Madness, we hosted a basketball tournament which raised funds for the Boys & Girls Club of Lawrence. In September, we used the buzz surrounding our special section “Sex on the Hill” to
benefit a local cause. We invited the Douglas County AIDS Project to hand out condoms and pamphlets while we doled out copies of the section on campus. Later in the year, we found out that Jubilee Café, which serves free breakfast twice weekly to those in need, was struggling for funds. We organized a pool tournament and sent all profits to the Café. The result was that the Kansan raised enough money to support Jubilee Café for an entire month. With both of the tournaments, we were able to not only benefit local student-supported charities and causes, but were able to offer contests for student involvement. Our third objective was to create events or campaigns that foster our product’s relevance to both our audience and our advertisers. Although a broad objective, we used this as a framework to analyze our products and make adjustments necessary to grow reach and relevance. When we studied the classified section, we saw an opportunity area. Although students were charged discounted rates to place classifieds, we didn’t have a large number of students placing ads. As our audience becomes increasingly adept at navigating online forums, we saw that there was potential for a student-oriented free online classified community to enter the market and undercut our own classified section. If that happened, it could take away not only student revenue, but could decrease our relevance to students and therefore harm the effectiveness for our advertisers. We decided we had two options: improve our product and hope no one enters the market, or launch the free online classified community ourselves. In August, Hawkchalk.com was born. We canvassed campus, running ads, chalking sidewalks, hanging flyers and doling out tshirts. Now, by registering with their university email, students can post free classified ads online, which are then printed in the paper. In order to make Hawkchalk.com the source for everything from subleasing to finding a job to “Wanted: French Horn,” we put advertisers who buy classified ads in the paper on Hawkchalk.com as well. Ultimately, we decided that it was more important that we work to sustain long-term growth (and grow relevance and reach) than it was to hoard the student-generated classified revenue. Our other undertakings in our third objective weren’t as substantial as launching a new brand, but we did them in order to expand our reach beyond our normal circulation. First, we decided to print additional copies of our Homecoming special section and hand them out at the Homecoming parade. As the parade wound down Jayhawk Boulevard, we literally had alumni running after us, wanting their copy of the Kansan. Also in October, we sent out a mailer to classified customers we hadn’t heard from in awhile, particularly those who often hire. The Kansan did this because we want to ensure that KU students can turn to the Kansan classified page and find a dream job/apartment/etc. right there. In selecting these objectives, the Kansan management team never envisioned we would start something as big as Hawkchalk.com, but through encouraging student involvement, supporting charities and working to make our product what our audience and advertisers need, the Kansan is gaining reach and relevance.
Schedule of Events The University Daily Kansan 2006 January 26- Jayplay Music Freebies - Prizes given once a week, ran throughout entirety of both semesters March 25- Basketball Tournament benefiting Boys & Girls Club April 10- Pizza Eating Contest April 12- Jayplay Live August 17- Launched Hawkchalk.com September 14- Sex on the Hill, raised awareness for the Douglas County AIDS project October 2- Homecoming Medallion, ran through October 6 October 3- Kansan Trivia - New trivia question and prize given each week through the end of the semester October 7- Homecoming parade overrun handed out to alumni October 11- Crossword Contest October 23- Sent classified mailer December 2- Cue Up! Pool Tournament benefiting Jubilee CafĂŠ
Drink and Dine: A Brief Description The Drink and Dine page, one of the newer additions to The Minnesota Daily’s website, is a searchable, online database of Minneapolis/St. Paul restaurants and bars. Currently, there are 155 listings with more being continually added. Each of the listings is sorted by neighborhood, special editorial features such as Grapevine award winners or late night food choices and eight cuisine varieties. Drink and Dine also offers options for its readers to rate and review their experiences at each restaurant as well as find contact information and the price range the establishment’s food falls into. The Drink and Dine page, first and foremost, is designed to be a service for The Minnesota Daily’s readers. Only when this page begins to effectively serve readers will it become an effective inlet for revenue as well as an avenue for additional online traffic to The Minnesota Daily’s website. Objectives Current objectives for the Drink and Dine page are as follows: • • •
To create buzz and increase reader awareness of the Drink and Dine page To provide a useful service to our readers To increase unique hits per day on www.mndaily.com/drinkanddine and generate a viable means of income to support and perpetuate the improvement of the Drink and Dine page
Competitors In the Minneapolis/St. Paul market, there are several online resources that also operate as searchable, online databases of local restaurants and bars. Many survive solely on online advertising and have the single objective of providing comprehensive online restaurant and bar information. These pages tend to have a more comprehensive database as well as extended editorial features. The most successful of these competitors are: www.thriftyhipster.com, www.citysearch.com and www.citypages.com. Audience The overarching audience of the Drink and Dine page is that of The Minnesota Daily’s, however to be most effective, it ought to be narrowed even more significantly. The people that would most benefit from a Daily-sponsored restaurant page are those that live on campus and are current University of Minnesota students. By selecting this narrow demographic, the scope of promotional opportunities is more focused and the featured editorial content can be tailored directly to U of M interests.
2221 University Avenue Southeast | Suite 450 | Minneapolis, MN 55414 Office: (612) 627-4080 | Fax: (612) 435-5865 www.mndaily.com
SWOT analysis Strengths • Organizational credibility o The Drink and Dine page is a service supported by a well-known brand and highly established organization on the University of Minnesota campus community, The Minnesota Daily. This link automatically adds an element of credibility and prestige that most new online ventures cannot easily gain. •
Existing relationships with target audiences o As The Minnesota Daily is student run, the people responsible for piecing together editorial categories and the layout of the page will know what appeals to the target audience. o The Sales department has long-standing relationships with restaurants and bars in the traditional print advertising realm. With an existing sales relationship, the pitch to pay for extended Drink and Dine online content will be easier to make.
Weaknesses • Online content o The Drink and Dine page features and content are at times very narrow. If more editorial features, search terms and descriptive content were added or improved upon the site may have more value for our readers. • Budgetary restraints o As the Daily is limited to promoting the Drink and Dine page within the pages of the paper and online at www.mndaily.com due to a small marketing budget, our promotional reach is constricted. Opportunities • Redesigned page layout o The newly redesigned site allows for the Drink and Dine page to re-launch and make a larger impact upon our audience. o Drink and Dine will be easier to navigate and more user friendly than its predecessor, thus increasing the incentive to browse. Also, with the redesign comes increased credibility as the Drink and Dine page is more professional in appearance than before. Threats • Market clutter o With the prevalence of online and print alternatives to Drink and Dine’s services, the incentive to utilize The Minnesota Daily’s product decreases significantly. Differentiation between Drink and Dine and other online options becomes difficult to achieve when the alternatives offer exactly the same content. 2221 University Avenue Southeast | Suite 450 | Minneapolis, MN 55414 Office: (612) 627-4080 | Fax: (612) 435-5865 www.mndaily.com
Programming Events • Drink and Dine bar events o The Marketing and Sales department should foster partnerships with existing bar and restaurant clients to have a Drink and Dine/Daily-sponsored events. Events will feature drink specials and build valuable relationships with potential Drink and Dine advertisers. These events will also prove to be useful venues to improve the Daily’s image and directly interact with its readers. •
Grapevine awards o This well-established marketing program should be integrated into the operations of the Drink and Dine page. Although all of the categories are not bar and restaurant centric, directing Grapevine traffic toward the Drink and Dine page will create greater reader awareness. This can be done by placing the Grapevine survey link only on the Drink and Dine page, giving special placement-initially-to all Grapevine nominees and then to all winners and by keeping the Grapevine survey nominee/winner editorial feature up to date.
Advertising • Print advertising o The print version of the Daily will be the primary means through which the Drink and Dine page is promoted. This will be done through cohesive campaign-based Drink and Dine advertising, as well as through the Daily’s signature filler ads that are known for eccentric and often humorous content. o A special Drink and Dine advertising section will be printed within the paper on the first Wednesday of every month. This section will offer special pricing to bar and restaurateurs that place within this specific section. As well as print placement, these bars and restaurateurs will receive priority placement within the pages of the online version of the Drink and Dine page. •
Online advertising o The main pages of www.mndaily.com will be the secondary means of advertising by utilizing available online space not purchased by Daily advertisers.
Rack advertisements o All unsold rack ad space will be filled with Drink and Dine ads that are cohesive to the campaign based advertisements running within the paper.
Non-traditional, buzz-based marketing • Poster-ing 2221 University Avenue Southeast | Suite 450 | Minneapolis, MN 55414 Office: (612) 627-4080 | Fax: (612) 435-5865 www.mndaily.com
o Periodically, the Daily marketing team will target areas of campus that have bulletin boards readily visible to University of Minnesota students to cover in Drink and Dine promotional ads. â€˘
Roadblocking o Most days the Daily has unused advertising space that is often filled with random promotional ads that advertise different features of the paper or are oftentimes merely humorous and loosely related to the Daily. By coordinating with Advertising Production, the Marketing team will be able to pick specific days to use all of the filler ad space for Drink and Dine ads. By bombarding readers with Drink and Dine ads people will gain awareness and interest in the page.
Measurement The success of the Drink and Dine page will be measured in three ways. Quantitatively speaking, the number of unique hits per day will be the most obvious way to signal success. Also, success will be evident in the sales interest generated following the updated sales pitch and page layout. In terms of qualitative analysis, user feedback gained directly from the Drink and Dine website or the Dailyâ€™s Survey Research department will be strongly indicative of the kind of value the users are finding in using the Drink and Dine page.
2221 University Avenue Southeast | Suite 450 | Minneapolis, MN 55414 Office: (612) 627-4080 | Fax: (612) 435-5865 www.mndaily.com
Drink and Dine: A Brief Description The Drink and Dine page, one of the newer additions to The Minnesota Daily’s website, is a searchable, online database of Minneapolis/St. Paul restaurants and bars. Currently, there are 155 listings with more being continually added. Each of the listings is sorted by neighborhood, special editorial features such as Grapevine award winners or late night food choices and eight cuisine varieties. Drink and Dine also offers options for its readers to rate and review their experiences at each restaurant as well as find contact information and the price range the establishment’s food falls into. The Drink and Dine page, first and foremost, is designed to be a service for The Minnesota Daily’s readers. Only when this page begins to effectively serve readers will it become an effective inlet for revenue as well as an avenue for additional online traffic to The Minnesota Daily’s website. Objectives Current objectives for the Drink and Dine page are as follows: • To create buzz and increase reader awareness of the Drink and Dine page • To provide a useful service to our readers • To increase unique hits per day on www.mndaily.com/drinkanddine and generate a viable means of income to support and perpetuate the improvement of the Drink and Dine page Audience The overarching audience of the Drink and Dine page is that of The Minnesota Daily’s, however to be most effective, it ought to be narrowed even more significantly. The people that would most benefit from a Daily-sponsored restaurant page are those that live on campus and are current University of Minnesota students. By selecting this narrow demographic, the scope of promotional opportunities is more focused and the featured editorial content can be tailored directly to U of M interests. Programming Events Drink and Dine bar events The Marketing and Sales department should foster partnerships with existing bar and restaurant clients to have a Drink and Dine/Daily-sponsored events. Events will feature drink specials and build valuable relationships with potential Drink and Dine advertisers. These events will also prove to be useful venues to improve the Daily’s image and directly interact with its readers. Grapevine awards This well-established marketing program should be integrated into the operations of the Drink and Dine page. Although all of the categories are not bar and restaurant centric, directing Grapevine traffic toward the Drink and Dine page will create greater reader awareness. This can be done by placing the Grapevine survey link only on the Drink and Dine page, giving special placement-initially-to all Grapevine nominees and then to all winners and by keeping the Grapevine survey nominee/winner editorial feature up to date.
Advertising Print advertising The print version of the Daily will be the primary means through which the Drink and Dine page is promoted. This will be done through cohesive campaign-based Drink and Dine advertising, as well as through the Dailyâ€™s signature filler ads that are known for eccentric and often humorous content. Also, a special Drink and Dine advertising section will be printed within the paper on the first Wednesday of every month. This section will offer special pricing to bar and restaurateurs that place within this specific section. As well as print placement, these bars and restaurateurs will receive priority placement within the pages of the online version of the Drink and Dine page. Online advertising The main pages of www.mndaily.com will be the secondary means of advertising by utilizing available online space not purchased by Daily advertisers. Rack advertisements All unsold rack ad space will be filled with Drink and Dine ads that are cohesive to the campaign based advertisements running within the paper. Non-traditional, buzz-based marketing Poster-ing Periodically, the Daily marketing team will target areas of campus that have bulletin boards readily visible to University of Minnesota students to cover in Drink and Dine promotional ads. Roadblocking Most days the Daily has unused advertising space that is often filled with random promotional ads that advertise different features of the paper or are oftentimes merely humorous and loosely related to the Daily. By coordinating with Advertising Production, the Marketing team will be able to pick specific days to use all of the filler ad space for Drink and Dine ads. By bombarding readers with Drink and Dine ads people will gain awareness and interest in the page. Outcomes In June, a month after the launch of the Drink and Dine page, we received 8786 hits. By the end of the summer our readership has increased to 9052 hits per month. At the end of the year, we recorded 18,922 visits to Drink and Dine. In total, we increased exposure by more than double and also began to field requests by local restaurants to be listed on the webpage as well as pay for specialized content. Timeline 1. Launch print advertising campaign to educate the student body on the functions of Drink and Dine, the campaign will continue to run for the entire semester 2. Plan and begin to execute Drink and Dine bar events 3. Roadblock the paper with advertising for Drink and Dine on the day of the websiteâ€™s launch 4. Start online advertising before the launch of the Grapevine awards 5. Create a sister campaign to further integrate the Drink and Dine page into the annual marketing functions of The Minnesota Daily
6. Poster the campus with advertisements at the same time as filling available rack ads
Drink and Dine Web site launched in May 2006
Redesigned Page layouts
SCRUBBIN’ IS FO’ SUCKAS.
WE CAN HELP.
THIS IS NOT DESSERT.
WE CAN HELP.
The Pitt News’ overall readership campaign revolved around the animal kingdom in 2006. Our T-shirts feature two stenciled zebras and a front line, “What’s black and white and reproduces 14,000 times a day?” The back of the shirt reads, “The Pitt News. We put out daily.” T-shirts were distributed at all of our university events: Pitt’s annual Student Activities Fair, Freshmen Orientation, Internship Café and all tabling events for student organizations. Students answered trivia questions about Pitt and The Pitt News (name the Editor-in-Chief of The Pitt News; name two departments of The Pitt News; name the Chancellor, etc.) and were awarded with a T-shirt if they guessed correctly. During the year, we “catch” people reading The Pitt News. If we see someone reading the newspaper, we give them one of our T-shirts and take his/her photo for a house ad in the paper. Basic interview questions are posed and a model release is signed. Our readers have responded to the advertisements that feature other readers; we have found that the numbers of readers has increased…especially right outside our front door, where a photographer just may exit. Free T-shirts are student magnets. Our shirts are all over campus, serving as an effective advertising vehicle for The Pitt News. Results from the T-shirt campaign can only be measured in terms of rack returns. In 2005, returns ran around 10% daily. The returns have fallen this year to well below 5%, and we are now in the happy position of having to evaluate whether or not to boost our 14,000 daily circulation to 15,000, at which point we’ll need a new T-shirt. It’s a chicken and egg sort of thing. Chickens and eggs come into play in our print campaign this year. Based on the ancient art of origami, our campaign features origami animals folded from the pages of The Pitt News. The call-to-action is simple: Read The Pitt News. One ad is a chick coming out of an egg ( “The News Hatched Daily”), one is a penguin (Dressiing it up Daily”), one is a rooster (“News at the Crack of Dawn”). The Origami ads have been designed in every modular size available, so that editorial staff can rely on it for fill. Ads run almost daily, even if some sizes are only a couple inches in depth. The campaign has also been displayed on our website, to complement the print and to drive online visitors to the print version of the paper. We think consistency in image advertising is critical for any business, and we like to point at our own advertising campaigns when speaking with our customers about frequenc