Case Study: Client: Mejer

Last Updated on Tuesday, 21 April 2009 10:36

Business Objective: The business objective of this campaign was to raise student awareness and create “Buzz” on selected college campuses to correlate with the Meijer “Back to School” activities. Each college promotion was executed in a time sensitive manner to coincide with each Meijer location’s “Back to School” event. STRATEGY: •The strategy of this marketing campaign was to place media via campus postering, door hangers and on-campus student sampling which consisted of “one to one” hand outs. MARKETS: •National Diverse Cross Sections of Colleges & Universities – 56 Campuses Case Study: Client: Mejer TIMING: •August 19, 2008-September 25, 2008 MESSAGE: •“Meijer Welcome Back Bash” PROGRAM ELEMENTS: - Campus postering Distribution (1:250 poster to student ratio) – 17 client selected campuses; 1,652 Total Posters. - Dorm Door Hanger Distribution – Door Hanger quantities ranged from 800 1,700 per campus. - Sampling – “One to One” Interaction; 12,000 flyers (17 schools) Case Study: Client: Meijer IMPORTANT LINKS: • www.meijer.com NAM SERVICE PROTOCOLS: •Identified School Criteria With Client •Assigned School Availability & Program Selections client Designed/NAM Approved/ NAM Printed Meijer posters and door hangers. •Shipped Materials To NAM Warehouse For Processing/Sorting/Shipping To Agents Per Assigned Detailed Scheduling •Utilized 6 Professional AGENTS & 42 Student Ambassadors For On Campus Distributions as well as On-Campus EXCLUSIVE Networks •Wave Photo Tracking Verification – CLIENT RESULTS!!! Exposure Analaysis: Total gross impressions per campaign 5,863,643 8.7 Average number of gross Impressions Per VISIT Per Poster Total number of visits per run dates 673,982 Number of colleges x17 39,646 Total number of students per 60 sponsorship days Number of days in sponsorship (maximum) x 43 Average number of students 922 Program Results: Three pronged distribution effort was completed in accordance with campaign schedule. Based on client feedback, responses varied per campus. College Marketing Services: Campus Postering Dorm Door Hangers Campus Sampling – “One to One” Distribution The Schools: Purdue University Bowling Green State University Illinois State University University of Dayton University of Kentucky Ferris State University Grand Valley State Michigan State University The Schools: University of Illinois Central Michigan University of Notre Dame Saginaw Valley State University Western Michigan University University of Michigan Wright State University Eastern Michigan University Ohio State University Challenges - Due to the early dates of this campaign, one of the main challenges facing NAM was to attain approvals from the selected campuses and contract with the appropriate student groups on campus for the early dates of this campaign. The typical protocol for obtaining approvals usually takes place 2-3 weeks after the student groups on campus have themselves situated. Since the drop dates of this campaign in cases predated official on campus dates, we did not have the luxury to lay out the student group contracts before the campaign commencement – in light of the repeated attempts we extended to do so. Challenges - Also given the early dates of this campaign, the door hanger aspect presented some limited normal challenges as well. Several of the drop dates for the door hangers were scheduled to take place the same day when the dorms opened for the year. This is not usually the most optimal time for door hanger placements but given the time sensitive nature of the overall program, we had to act as soon as we could with the distributions which end all resulted in an effective campaign.

Subscribe to this comment's feed