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Daily Titan California State University, Fullerton

Best Sales Strategy For A Special Section Special sections are an incredible way to attain new business that would not be a typical” client for print. We had been running very similar special sections every year and needed something to rejuvenate what we had to offer our clients as well as our sales. We decided to implement a new special section to target the incoming students with an Orientation Guide. The goal of this new special section was to increase our revenue as well as inform the incoming students of their new college campus and all that is has to offer. The Orientation Guide was directly targeted to the 4,500 new students that would be coming to campus. We knew that our clients would enjoy this opportunity to market their business to a specific demographic. We were also able to guarantee that their advertisement would be seen to these students because the Orientation Guide was handed out to each individual student by the Daily Titan staff at Freshman orientation. Another way we guaranteed ultimate exposure was by inserting the Orientation Guide into the first week-­‐long issue of the semester. Instead of the 6,000 copies we print for special sections, we printed 10,500. We divided 4,500 copies for the orientation and then saved 6,000 for our first week-­‐ long issue of the newspaper. “ We wanted to make this issue stand out from the rest, and enhanced this issue with electrobrite paper along with special rates for this publication. This issue also had an individual rate card. With many special sections there is a theme or a niche client that we would know to cater our calls to specifically. The great thing about the Orientation Guide was that no client was off limits, so our selling possibilities were endless. Our on-­‐campus clients especially took advantage of this opportunity to promote their college to the incoming students. Other types of businesses that took advantage of this opportunity were housing complexes, public transportation, and bookstores. “ ““ “Overall, the Orientation Guide was a huge success. We were able to earn $10,015. These earning also accounted for our fall goal, which helped us to start out with “ “positive numbers, a financial cushion, and allowed us to make our fall numbers. “


Daily Titan California State University, Fullerton

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Orientation Guide 2013

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