3. The Objective
1. Increase brand awareness
2. Enhance student’s perception
of the brand
3. Increase subscription sign-ups
on college campuses
4. Engage students through
campus, digital and social
environments
5. Reach the whole nation
4. Keys to a Successful Program
1. PLAN AHEAD: Create a comprehensive project plan with timelines
and outlined roles/responsibilities
2. RECRUIT AND TRAIN: Select, train and manage exceptional staff
for the day of the event and for future activations
3. SUPERVISE: Provide supervision throughout the duration of the
program
4. ESTABLISH PARTNERSHIPS: Forge meaningful partnerships that
will help extend the program’s duration and reach
5. DISPLAY RESULTS: Report on key performance metrics and
program status
6. Madison Square Garden’s Visual Retrospective Walls
We are most likely to first look at the event that happened the day of our birthday
7. Social media is used for sharing our lives often as it's happening,
but millennials will take any excuse to reminisce about the old
days and the good feelings that come with them
#TBT on Instagram
8. The Archives
The fact that The New York Times allows you to go back in time to the
year 1851 is something that should be capitalized on
10. Overview
The New York Times will execute the “Your First Edition
Campaign” where students from campuses all over the
nation will have the chance to look up and print a The
New York Times newspaper edition from the day they
were born.
11. Location and Timing
The activation should take place
during each college’s key dates and
events, and within the major student
traffic sites of that specific institution
For informative and logistical
purposes, the program will take
place in college campuses with a
current The New York Times
collegiate representative for The
Campus Agency
12. How It Works
1. SET UP: The New York Times’ activation is stationed within a significant
location of student traffic
2. INVITE: Staff hands out NYT flyers/freebies and invites the student to look
up and print a The New York Times edition from the day she/he was born
3. ENGAGE: At the same time, staff talks about the education rate and invites
the student to subscribe in order to take advantage of the special offer
4. SHARE: Student gets their The New York Times edition from the day there
were born and shares it to her/his social media platforms
13. What Will Be Needed
• Tents
• Tables [to place equipment]
• Roll-up banners driving student’s
attention
• 3-5 new york times staff
• 4-5 iPads/computers [to look up the
editions]
• 1-2 printers
• Flyers, giveaways, NYT swag
14. Students will be able to share their The New
York Times first birthday edition printed
newspaper on popular social media
platforms using the hashtag:
#MyFirstNYTEdition
This is expected to generate thousands of
impressions for the brand
Social Media Component
15. Measurement and Evaluation
• BRAND PERCEPTION AND EVENT EXECUTION
- On-site surveys via Collegiate Representatives with students
- Video recording at event (to recap event experience, and to review and
help optimize future events)
• SAMPLING
- Track number of freebies and handouts distributed on-site
• SUBSCRIPTION/TRAFFIC
- Track and monitor subscriptions made with the code given at the event
• BUZZ
- Track non-paid media exposure on social media and the internet
