Chris Yeo
Jeff Almquist
Comm. 452
Campus Advertising
¨ History
Many innovative and unique alternative advertising efforts have become popular over the last several years including extensive use of the internet, car wraps, and event promotions. Campus advertising is another one of the many alternative medias that are gaining momentum in an effort to cut through advertising clutter and reach a target demographic who is “willing to change”. College students are often very impressionable and during these impressionable years, it is important for companies to develop brand loyalty.
¨ Why College Students?
By reaching college students during this suggestible period in their lives, a brand has a greater likelihood of creating a “lifelong” customer. According to the National Center for Education Statistics the 15 million United States College students have a tremendous amount of spending power, somewhere around $90 billion annually. It appears that the days of the “poor college student” is somewhat passé. Today’s college students have a much larger disposable income and aren’t opposed to spending it. The are more inclined to try new products and often are flip-flop users of brands.
¨ Problem
College students are always changing. Their lifestyles and interests seem to vary from hour to hour and they move around more than any other demographic segment in America. This presents a problem in reaching college students through traditional media vehicles (direct mail, newspapers, and other vehicles that require static residence).
Along with the problem of college students moving around a lot, the fickle nature of college students also presents a dilemma. Between their diverse attitudes, hobbies, and tastes, it seems the only common denominator between the 15 million college students in the US is “the college campus”.
Campus Media Vehicles
¨ Campus Newspapers & Magazines
Reaching college students through campus newspapers & magazines is often an effective route for a media planner. Frequently these periodicals have extremely high readership (nearly 98% in some cases) and reach a wide variety of student lifestyles. When purchasing campus periodicals there are many options. Just like other newspapers and magazines you can purchase advertising space by column inch, quarter-page, half-page, or full-page. Pre-printed media inserts are another option a media planner may need to take into consideration when buying campus advertising.
¨ Campus WebPages
Campus web sites are a very important vehicle for colleges and/or universities. For example, 93% of college students are Internet users (CollegeMarketPlace.com, 2002). This statistic alone shows the vital effect of campus web sites on college students. There are even some agencies that design and deliver 30 second web commercials for college sites. Rather than your ordinary banner ad, college web sites can have an interactive animated commercial. This can not only attract an audience, but also establish brand awareness among the product or service. Use of the Internet is usually more targeted than press advertising, however this needs to be balanced against the need for a large audience for profiling purposes. This medium has the advantage of longevity and can save you time. In addition, advertising online can successfully reach many other goals. For example, a reach of possibly over 10 million college students can be done. You can also increase traffic to your web site with precision ad targeting along with a great growth in sales and leads. There are positive attributes in using web sites.
¨ On Campus Promotions and Sweepstakes
Tables can be set up at colleges near student unions. This way additional posters, T-shirts, postcards, fliers, product samples, and demonstrations can complete the branding process. Agencies can cater to any type of college student and/or demographic such as freshman, women, business majors, etc.
There is also the use of sweepstakes and giveaways on campus. Sweepstakes can produce new consumers and help increase sales of existing customers. Car companies, for example, have been known to give away cars to students in certain sweepstake events.
¨ On Campus Event Sponsorships
Event sponsorships are an excellent way for an advertiser to promote their brand. This form of niche marketing has been proven to be very effective and allows a company to increase brand recognition and recall in association with the event’s purpose. By sponsoring a successful or established event and advertiser can enhance their positioning among consumers. The problem with event sponsorship is the fact that they are often very expensive and the measurable returns vs. expenditures are less than defined.
¨ Direct Mail
Direct mail is an increasing vehicle in today's advertising world. Being able to have access to student's names and addresses can help a campaign significantly. Some agencies can have up to 5 million student's mailing addresses on-hand. Since college students of today are a popular audience, this is a good way to reach them. When using direct mail in relationship to college students there are many options available to a media planner. You can choose from: name, school selection, gender selection, field of study, and may include telephone numbers for each student.
¨ Poster Promotions
Poster Promotions, including high quality posters can meet the creative requirements for any number of campaigns. By placing posters in high traffic areas around campus the viewing frequency needed for effective impressions is achieved. Most universities maintain bulletin boards throughout campus in addition to the following high traffic areas:
· College Classrooms
· Student Union Halls
· Dormitories
· Cafeterias
· Gymnasiums
· On-Campus Kiosks
By placing posters in these areas, an advertiser will increase the number of opportunities to see for their product, brand, and/or service. Additionally, a company can join resources with a University’s Associated Students program in promoting and distributing posters around campus to promote school related events. By co-branding with a University’s Associated Students organization the advertiser receives the benefit from connecting themselves to an image already accepted within the college community.
¨ Contact Information
Every university has different contact persons in regards to participating in on-campus advertising. In general a good place to start is the office to of the Dean of Student Affairs, the Associated Students Organization, and/or the Student Life Office. For placing newspaper ads, the campus newspaper often is a self-sustaining entity and no additional clearances must be obtained. The same policies often apply for campus radio stations.
¨ Policies
Every campus has a different policy for advertising on their campus. Some universities place restrictions on the areas where advertising can be placed and some require the approval of each ad by the Associated Students governing board. This makes it difficult for an advertiser to penetrate each individual campus and that is why it is often beneficial for a media planner to party with a group who already has influence on campus or a relationship with the school and is knowledgeable of the policies. It would be a waste to produce a large quantity of poster ads only to have them ripped down by the university. There are several organizations and/or companies that specialize in campus advertising policies that can help a campaign succeed.
¨ Closing Dates & Special Requirements
For each of the above listed vehicles closing dates vary. There are early closing dates for campus magazines and pre printed media inserts, while newspapers often require submission by noon, two days prior to publication. For information on closing dates a media planner should refer to the rate card issued by the desired media vehicle. Special requirements a media planner may need to take into consideration when participating in campus advertising is the fact that they will often be dealing strict university policies regarding advertising. In the area of distribution, an advertiser may be forced to adhere to the regulations outlined by the campus Student Life guidelines, which may include many of the policies outlined above.
¨ Discounts
Price breaks are given for purchasing larger quantities in the vehicles of newspapers, FSI’s, and Posters. Student organizations are often given discounts in the area of 20%, giving advertisers incentives to team with school organizations when advertising on campus.
¨ Current Users
Current and the more successful users of on-campus advertising include heavy use by credit card companies, student touring agencies, and automobile manufacturers. These companies have a strong presence on campus due to their appeal to college students and the high responsiveness by students to their brands. Often car manufactures sponsor large events while credit card companies and student touring agencies hold more of a day-to-day presence on campus. These companies make effective use of poster advertising campaigns and vendor booths.
¨ Measurements and Reports
Measuring campus advertising is a difficult task and there isn’t any databases that one why that you can measure the cost effectiveness of your advertising by is by providing a separate reference number for each method in each deferent media. For example, your newspaper ad could have one 800 number to contact for literature and other information, while your poster ads could have another phone number to contact for the same information. When you have concluded your campaign, you can divide the medias according to your reference numbers and calculate their cost-effectiveness. This will assist you in devising your promotional strategy for the following year.
¨ Other Considerations
A media planner may want to take into consideration the time of semester for which they are advertising on campus. If a planner decides that they want to appeal to the student population, advertising during periods of midterms, finals, and/or summer and winter vacations may not be the best proposition. Student mindsets during these periods may not be as receptive to advertising as they would during other periods of the school year. A media planner must research school schedules in order to make the most efficient media buy. Without taking these time periods into consideration, the campaign may not be as successful as it could have been.
Poster PromotionsQuantity / Cost Per Poster
Up to 2,500 / $1.97
2,501 - 5,000 / $1.80
5,001 - 15,000 / $1.63
15,001 - 30,000 / $1.45
over 30,000 / $1.33
Postcard / Flyer Promotions
Quantity / Cost Per Postcard
Up to 5,000 / $0.24
5,001 - 10,000 / $0.23
10,001 - 25,000 / $0.22
25,001 - 50,000 / $0.20
over 50,000 / $0.18
This rate includes shipping. This rate does not include printing.
Quantity is determined by schools selected and availability.
Website Commercials
$1500 + design per month for each animated 30 second spot.
We guarantee a minimum of 25 impression hours each month
College Newspaper Display Ads
1/4 page ads cost about $525 each
1/2 page ads cost about $1025 each
Full page ads cost about $1975 each
College Newspaper Inserts
Quantity / Single page Inserts (CPM)
Up to 10,000 / $150
10,001 - 25,000 / $140
25,001 - 50,000 / $130
50,001 - 150,000 / $120
over 150,000 / $110
Event Sponsorship
This program is completely custom.On-Campus Promotions
Packages start at $25,000 for a ten campus tour. Price depends on length of stay,number, type and location of campuses, and number of laborers required.
Direct Mail Campaigns
Item / Direct Mail (CPM)Name Rental Base Price / $75
School Selection / n/c
State Selection / n/c
Gender Selection / $7.50
Field of Study Selection / $25
Include Telephone at School / $95
Campus Newspapers
Rates & Contracts
All rates are net and not commissionable.
Advertisers without contract will be charged the open rate. A contract must be signed with the Daily Titan to receive frequency, bulk or other special discounts. A bulk or frequency contract shall become effective only upon the approval of the Business Manager. If an advertiser fails to order instructions and furnish copy for space as agreed in the contract, the advertiser will be billed a "short rate" equal to the difference between the contract rate and the appropriate earned rate for the ads actually run.
Errors & Adjustments
The advertiser must notify the account executive of any error or omission within 7 working days of the advertiser's ad publication to be eligible for a make-good. The newspapers liability, if any, will not exceed the original cost of the incorrect advertisement. Credit will be given for the first incorrect insertion only. The original copy and instructions must be clear and legible. The Daily Titan is not responsible for incorrect copy submitted by the client. Adjustments will be based on the percentage the error detracts from the effectiveness of the total advertising message, as determined by the Advertising Sales Manager or Business Manager. Our liability does not extend to advertisements, which do not appear, or for errors in ads submitted after deadline or after proof has been approved.
Deadlines and Cancellations
Display/Classified Display: Ad insertion and payment must be completed by noon, three working days prior to the publication date. All advertising cancelled after deadline for publication is subject to a service charge up to 2/3 the cost of the ad.
Classified Line: Ad text, insertion and payment must be completed by noon two working days prior to publication. All ad changes and cancellations must be made before the advertising deadlines. No refunds will be offered after the first insertion deadline.
The newspaper is responsible for the first incorrect ad insertion only. It is the advertiser's responsibility to proofread the ad on the first day of publication. If an error should appear in the ad, the advertiser must notify the newspaper by noon of that day in order to receive a one-day ad extension with the correction made. Minor typographical errors do not qualify for a refund.