College Marketing & Media Services
2012 Media Presentation
164 Canal Street, Suite 501 Boston, MA 02114 P: 617-523-9801/9802 F: 617-523-9807 www.oncampusadvertising.com
Company Overview
OnCampus Advertising offers a full suite of marketing and media services targeting college students in the U.S. and Canada
Since 2003, OnCampus Advertising has been serving a clientele ranging from Fortune 50 companies to small non-profit organizations
Our diverse portfolio of campus-based media includes out-of-home, college newspapers, online, brand ambassadors and direct marketing strategies on more than 5,000 campuses
We use a consultative approach to every client engagement in all facets of planning, execution and reporting of each campus media initiative
Our industry expertise coupled with propriety campus media networks uniquely positions OnCampus as an leader in the college media marketplace
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“Over the past two years, Sears has developed a great partnership with OnCampus Advertising and has seen positive results due to their creativity, attention to detail and their relationships with Colleges/Universities across the country.” Walter Hilker - Field Marketing Manager / Sears
Client List
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Financial Services
Retail
Quick Serve
Restaurants
Armed Services
Education
Wireless
Campus Media Capabilities
Print - College newspapers
Online – Strategies to target college students College newspaper websites
Education related newsletters
Geo-targeted to school’s IP address
Out-of-Home Bus shelters
Campus transit
Billboards
Campus kiosks
Bulletin board posters
Wall and window clings
Pizza box advertising
Direct mail and email
Brand ambassadors
Campus event sponsorships and promotions
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College Newspapers
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Industry leader in print and online placement in college newspapers
Proprietary database tracts over 1,000 college newspapers in the U.S. and Canada.
Advertising options include:
Run-of Press - 1/4, 1/2, full page display ads Black & white or full color Free standing inserts (FSIs) Custom sizing & placement
Proof of Performance - Timely delivery of proof of performance tear sheets and accompanying reports that clearly tract reporting progress
“OnCampus has provided a superior level of service and professionalism on this campaign and I
would highly recommend them to others that are considering investing in college print advertising.”
Renata Anderson – Media Supervisor – Fidelity Investments
Online Strategies to Target Students
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Online strategies to target college students while they browse the Internet
College newspaper websites
Over 400 publications generating over 35 million monthly page views managed through our oncampusWEB ad server
Relevant and regularly updated content
Above-the-fold placement
Retargeting strategies
Retarget readers who have seen your ad
Retarget readers who have clicked on your ad
Online advertising geo-targeted to the IP addresses for targeted universities
Advertising is displayed across a large network of websites to users that are accessing the Internet through a targeted university’s web infrastructure
Other targeting options are available (gender)
oncampusWEB - Online Advertising
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oncampusWEB is a national network of college newspaper websites that are served advertising through our proprietary oncampusWEB ad server
35 million monthly page views with 12 million unique visitors
IAB standard display sizes: leaderboard, medium rectangle, skyscraper and full banner
Choice of run-of-network or select publications
Publisher-side ad server gives us direct control over your campaign
Campaign management and optimization CPM pricing Real-time information Comprehensive reporting
OnCampus Advertising can place banner advertising on almost any
campus newspaper website
Network of College Newspaper Websites
Our network of out-of-home media will place you where students live, study, work, and play on campuses throughout the U.S. and Canada
Out-of-Home Media
College Transit Buses (exterior & Interior)
Bus Shelters
Campus Kiosks
Billboards
Street furniture
Out-of-Home Market Reach
300+ colleges and universities
3+ million college students
Out-of-Home Campus Media
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Posters and wall clings are available on nearly every campus in the U.S. and Canada
Posters are placed on bulletin boards located throughout the college buildings and facilities
Wall clings are a non-permission based media installed on doors, windows and walls throughout campus – high visibility with no clutter
Installed using a network of professional installers
Display sizes 12”w x 15”h
Printed in 4 color glossy #100 stock
Media can be geo-targeted by gender, class, & academic major
Bulletin Board Posters and Wall Clings
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Brand Ambassador Programs
Every brand ambassador (BA) campaign is customized to meet the specific marketing objectives for each client engagement
Candidates are pre-screened to meet an established demographic profile specific for each campaign
BA pictures & profile provided
Ability to select BA’s with specific skill set or use models
Brand ambassador campaigns include
Flyer or product sample distribution
Campus surveying – One to one interaction guarantees survey completion
Campus event staffing
Pre-screened student talent for semester long brand ambassador engagement
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Campus Events
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OnCampus Advertising has strong relationships with many colleges enabling us to provide a customized event for clients to promote their products and services
Campus events include:
Welcome week vendor fairs / events
Freshmen orientation sponsorships
Career and graduate school fairs
Campus information sessions
Campus mobile tour & events
Movie night sponsorships
Greek week or Fraternity house events
Direct Mail, Email and Campus Mailboxes
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College Mailboxes - Reach over 200,000 college students with product samples, coupons, letters, or flyers.
Student Mailboxes 200,000 students
Direct Mail 6.5m postal addresses
Email 7.0m opted-in email addresses
College Bound High School
Students 1.1m postal addresses 1.4m Email addresses
Sponsored newsletters from student-oriented websites
Internship.com and more
Pizza Box Advertising
Guaranteed delivery to pizzerias located within campus community (1 to 5 mile radius)
Our partnership with food distributors enables us to guarantee delivery by store
No other vendor can make this guaranty
Full color pre-print or spot color direct print processes available
Student statistics on Pizza Box Advertising
79 % of college students order pizza
37% order twice a months
25% order 4 times a months
17% order 5 or more times a month
Source: PMQ Pizza Magazine, 2007 13
39% of college students pay attention to ads on the top of the box
Case Study: The Princeton Review
OnCampus Advertising managed The Princeton Review’s first national campus advertising campaign after several years of limited marketing
Campus media included OOH (billboards, bus shelter, campus transit, and posters) and college newspapers
Brand awareness was measured by surveying 1,000 students before and after the campaign using campus street teams
The survey results concluded The Princeton Review achieved
a substantial lift in brand awareness
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Increase in %
answering
Survey Results “Princeton Review”
When you think of a Test Prep
companies, which comes to mind first? + 28%
When you think of test prep courses for the LSAT, MCAT,
GMAT, or GRE, which company do you think of? + 50%
Have you seen any advertisements from a test prep
company? If yes, which company? + 74%
In the vastly competitive cellular phone industry, US Cellular wanted to introduce “Your Navigator”. This GPS-enabled software provides local search functions as well as voice guided directions.
US Cellular brought in OnCampus Advertising to promote this new service using “can’t miss” out-of-home displays on college campuses that reached 45% of all students within the US Cellular service footprint.
The media included:
Bulletin Board Posterng 30-Sheet Poster Billboards Campus Kiosks Campus Transit Bus Shelter Transit One and Two Sheets
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Case Study: US Cellular
Sears engaged OnCampus Advertising to plan and execute a multi-faceted media initiative at 65 universities. The plan included both traditional and non-traditional media, sponsorships and street teams.
Sears’ “Back-to-Campus” campaign was launched in the summer months during new student orientations. Aiming to break through the back-to-school buying frenzy and reach a new demographic, Sears targeted incoming freshmen and their parents.
The campaign included 350 separate media elements across the targeted campuses.
Media formats included: Orientation Sponsorships Model Dorm Rooms Sponsorships Move-In Event Sponsorships College Newspaper Advertising Brand Ambassadors Out-of-Home Displays
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Case Study: Sears Back-to-Campus
Haagen-Dazs wanted to promote its corporate social responsibility campaign, “World Without Bees”, to 12 large universities
Haagen-Dazs tasked OnCampus Advertising to create the most impactful campaign possible using college newspapers
Our off-rate-card placement put the Haagen-Dazs’ creative on the front page and inside front cover. The result was a spoof newspaper cover page that contained only honey bee news, with all the letter “B’s” missing from the copy. The inside cover provided an explanation of the plight of the honey bee (the “missing B’s”) and Haagen-Dazs’ support of the cause
This first-of-a-kind execution demonstrates our ability to work with senior management at leading college newspapers to deliver creative and high impact solutions for our clients
Case Study: Haagen-Dazs (Mock Front Page Ad for Cause-Based Marketing)
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OnCampus Advertising created this first ever mock front page campaign receiving national PR
within the college newspaper industry
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