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Cyberclean College Marketing Case Study

Project Outline

Strategy:

Provide in-market teams to execute buzz generating campaigns to raise brand awareness through NAM media placements and put product directly in the hands of student in efforts to create a consumer/brand relationship among colleges students on-campus.

Through this brand awareness and direct product integration, the overall long-term goal of the client to begin customer/brand relationship with students will have commenced while the short terms goal of increasing sales will be met.

Message:

Introducing students to Cyber Clean for the first time emphasizing convenience and the “green” nature of the product.

Market:

Top 100 Campuses (based on enrollment)

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Timing:

Spring Semester, April

Program Elements:

Event Marketing/Student Sampling

  • 1 Manager at 6.5 hrs/day x 1 Day x 100 Campuses
  • 1 Staff at 5 hrs/day x 1 Day x 100 Campuses
  • 1,250 Teaser Bags per Campus To Be Distributed

Manager’s Time:

10am-5:30pm (6.5hrs) + 1.5hrs for:

  • Reporting (digital photos and daily event recap)
  • Training Receiving and transporting materials to campus 5 hr distribution shift

Staff times:

11am-4pm (5hrs) (exact times may vary)

  • Product distribution/Giveaway
  • Student Engagement
  • Poster & Leaflet Distribution
  • Total Leaflets per Campaign: ~20,000

Program Results:

SUCCESS – ROI exceeded client expectations

 

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