STUDENT MARKETING

SUMMARY CASE STUDIES (X3)

Case Study One– Student Print Distribution

Client: STA Travel

Campaign: STA Student Travel Week

Brief:

To promote STA Travel's official Student Travel Week across 20 major student cities, to increase awareness of both the brand - and to drive footfall to the on campus events / presentations of various travel destinations.

Campaign Description:

Link Communication promo teams executed intensive print coverage through:

• All student halls of residences. Promotional material was distributed underneath doors of bedrooms and flats, into post pigeon holes, letter boxes and all communal areas, including phone points, TV lounges, common rooms and all other halls facilities.
• In addition, promotion teams handed out print outside each student union building across every university union building and on bust walkways around the campus in each of the 20 cities.

All promotional staff members were briefed about the nature and benefits of Student Travel Week and communicated this to any interested recipients, acting as an effective, well trained brand ambassador for STA.

Results:

• 100,000 booklets were distributed and displayed across the 20 cities throughout the duration of the campaign.
• STA head office marketing team reported record numbers of students attending each Travel Week event, doubling last years attendance in most cities.
• Link Communication continue to build on their eight year student marketing partnership with STA Travel, executing much of their below the line student marketing activity and forming a key part of their overall marketing strategy since 1998.

Case Study Two – Integrated Drinks Sampling & Print Distribution

Client: Coors Brewers

Campaign: Coors Project Dude

Brief:

Raise awareness amongst students of Coors brand, prompt trial & encourage purchases, in on and off trade.

Strategy :                    

Advance promotion teams distribute “goody bags” to students in

• Halls of residence buildings
• Around university campuses
• Across student residential housing areas.

Students receive posters saying “display me in window for free beer”, alongside vouchers, maps detailing local stockists, stickers and a bottle opener.

The following week, the sampling team revisit all areas, distributing samples to all students who have displayed posters on their windows of their bedrooms in halls of residences and across the student residential housing areas.

At night, the promo teams visit students across busy student area pubs and bars, wearing adwalkers (wearable computer games) – interacting with students and getting them to compete to win free beer vouchers.

Sampling teams visit university campuses, handing out chilled bottles of Coors, alongside promotional literature.

Results:

• Over 100,000 chilled bottles of Coors were samples throughout the campaign.
• 50,000 goody packs distributed to students.
• Approx 80% of off licenses in each city sold out of Coors stock from the redeemed beer vouchers.
• Approx  70% of all student areas covered had Coors branded posters displayed in windows (across student streets and in halls of residences).

Case Study Three– Food Sampling and Print Distribution

Client: Dominos Pizza

Campaign: Student sampling campaign

Brief:

The campaign aim was to generate awareness and interest in Dominos Pizza by giving students a sample taster of hot pizzas – alongside a new menu and an incentivised sales discount voucher.

Campaign Description:

Link Communication organised a sampling & print distribution campaign for Domino’s Pizza targeting students at universities across Manchester.

Branded promotion teams wearing Domino’s Pizza T Shirts and caps, targeted university students through the following activities:

• Student Area Pubs & Bars - distributing vouchers / menus throughout student area bars and pubs during busy night-time sessions. In addition to this small pizza samples were distributed to students as they entered and exited the student pubs and bars.
• University Campus Areas Promotional teams distributed vouchers & menus around busy University campus areas. This activity was again accompanied by sampling small pieces of popular pizza on campus.
• Halls of Residence – leaving Menus / Vouchers through all possible halls of residences. Staff also displayed posters where appropriate on door ways, by phone points, in hall ways, common rooms etc.

Results:

• The local Dominoes Pizza stores reported record results for the two weeks directly after the activity.
• All 30,000 printed promotional items were distributed as scheduled.
• This campaign was incredibly popular with university students at all locations.
• ALL students were more than happy to accept the menus and vouchers.