Publix Case Study - NAM Youth College Marketing & College Advertising Authority, Experts, & Consultants
Client: Publix Student Responses: Student Responses: “Clever doorhangers!” “Clever doorhangers!” “Product we actually use.” “Product we actually use.” On Campus Student On Campus Student Agent-Hand to Hand Agent-Hand to Hand Marketing Marketing Doorhanger Doorhanger
Client: Publix Effective College Dorm advertising-Place directly on students door handles in college dorms and other campus housing.
Client: Publix Student Responses: Student Responses: “Very cool that the coupons are “Very cool that the coupons are free, no purchases necessary.” free, no purchases necessary.”Business Objective : To increase Publix relevance among collegiate audiences.Placed A High Volume Of Advertising Materials (Doorhangers) Via Strategic-High Traffic LocationsStrategy: Creative Doorhangers-Hand to Hand A Call To Action to visit local Publix locations.Market: University of FloridaTiming: January 15th- Continued until February 15th ,2009Message: “Visit Publix and receive a FREE Clorox Disinfecting Wipes 35 ct. Visit individual Publix Locations Identified on Specific Campus Marketing Literature (Address Supplied) – Visit: www.publix.com
Program Element: 7,655 Doorhangers/ Hand To Hand Staggered Distribution.Results:School Statistics 38,277NAM SERVICE PROTOCOLS:Added Value: – www.CollegeMarketPlace.comIdentified School CriteriaAssigned School AvailabilityClient Designed/NAM Approved/ Printed MediaShipped Materials To NAM Warehouse For Processing/Sorting/Shipping To AgentsUtilized 2 AGENTS For On Campus DistributionsTargeted Distribution (Dorms-High TrafficWave Photo Tracking Verification - ResultsProgram Results:SUCCESS – ROI exceeded client expectations