Vera Bradley Case Study

Last Updated on Monday, 18 May 2009 13:59

Client: Vera Bradley Business Objective: “Spend $25 and receive a FREE zip ID case – Handbags – luggage – accessories –“Visit individual Vera Bradley Locations Identified on Specific Campus Marketing Literature (Address Supplied) – Visit: www.verabradley.com Or Call Local Store(Telephone Number Listed) Strategy: Creative Print/Posters-Doorhangers-Newspapers-Hand to Hand to target women on college campuses Target: Increase local store location awareness Drive female students into retail stores Increase brand awareness TIMING: BACK TO SCHOOL PROMOTION – 8/08-10/08 NAM SERVICE PROTOCOLS: Added Value: – www.CollegeMarketPlace.com Identified School Criteria Assigned School Availability Client Designed/NAM Approved/ Printed Media Shipped Materials To NAM Warehouse For Processing/Sorting/Shipping To Agents Utilized 65+ AGENTS For On Campus Distributions Targeted Distribution (Dorms-High Traffic Areas-Targeting women’s sororities on campus ). Wave Photo Tracking Verification - Results Program Results: SUCCESS – ROI exceeded client expectations Average number of students.....922 Number of days in sponsorship (maximum)...x 30 Total number of students per 30 sponsorship days.......662,186 Number of colleges.......x43 Total number of visits per run dates .......,1,189,380 Average number of gross Impressions Per VISIT Per Poster................87 Total gross impressions per campaign.......................10,347,606 Total Newspaper Circulations: ....87,900 Number of days in sponsorship (maximum)............x 1 Total number of students per 1 sponsorship days .................662,186 Number of colleges....................x13 Total number of visits per run dates .........................87.900 Average number of gross Impressions Per Paper: .....................2.1 Total gross impressions per campaign TARGETED IMPRESSIONS ..............184,590

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