This document summarizes a conference on creating innovative marketing strategies to capture the student market. Over the course of three days, representatives from various companies will discuss developing online student communities, designing intuitive student-focused websites, using music to connect with students, building integrated marketing campaigns, matching marketing strategies to student habits, speaking to students in their language, transforming brick-and-mortar brands online, and creating online services for students. Companies presenting include NUS, Campus Engine, Ericsson, HMV, Beatwax Youth Communications, Camp America, virginstudent.com, and RED/RAC.

1. Creating next generation marketing
strategies
July SO0
:l8thJuly 2000
tondon
Ul Dynamic initiatives to boost your
brand profile on and off campus
Ul ldentify innovative marketing strategies
to capture the student market
Ul Develop your online activity to stay
one step ahead of the competition
Hear winning strategies and essential
insights from these leading companies:
Levi's
Ericsion
Camp America
virginstudent.net
RED, RAC
HMV
thestudents.net
NOP Family
NUS Ents
Making Waves
Gampus Engine
Help the Aged
Student Marketing
NUS Seruices Limited
Beatwax Youth Gommunications
Kiss 100 FM

2. 8.30 Coffee and registration
9.00 Chair's recap of day 2
9.15 CBEATING AN ONLINE STUDENT COMMUNITY FOR
THE FUTURE
NUS is about to launch the biggest online student
community by offering internet access for each individual
student and free web space to each Student Union. This
presentation will focus on the build up to this historical
deal, and the business models created for the future,
including:
O How to offer the best online content for students
O Creating a valued and accessible commerce facility for
students
Developing a closed site successfully
How to offer free lnternet facilities to students
Developing offline student marketing campaigns for
9.55 DESIGNING AN INTUITIVE SITE TOWARDS STUDENTS
Discover how campuses in the States are making changes
to their web sites that they believe will attract more
students. How are they doing this? ls it making changes to
the information on the site or the products online? The
success of this endeavour is dependent on developing an
intuitive site that allows students to find information in ways
to which they are accustomed
O Hear the secrets behind developing a student-friendly
site
a Focus on logically grouping information
O Case studies high-lighting successful marketing and
PR
O Methods used to keep students coming back to your
site
O Think like a student!
Jack Crawford Jnr, CEO
Campus Engine
10.35 Coffee and networking
11.00 USING MUSIC TO CONNECTWITH STUDENTS
Corporations who link their brand to music have enjoyed
continued volume growth and consumer loyalty. This
presentation will examine how music can be used as a key
tool in communicating to students and will reveal how
Ericsson have successfully teamed up with Ericsson
Homelands and the Ericsson Muzik Awards and MW to
promote the'rr brand with this impoftant market sector. You
will hear an update of how Ericsson have extended their
reach into the student mind, lifestyle and musical tastes.
Vijay Anand, Head of Channel Marketing
ERlcssoN' uK ERrcssoil Z
11.40 BUILDING AN INTEGRATED MARKETING CAMPAIGN
HMV have successfully created an integrated marketing
campaign to the student market. During this presentation
you will hear the secrets behind their success.
O How to continuously drive the momentum of your
marketing strategy
O The pro's and con's of an integrated marketing
campaign
O Methods to strengthen relevant marketing activities
Robin Burrowes, Head of Promotions
HMV
12.20 Networking lunch
1.50 MATCH STUDENT HABITS TO YOUR MARKETING
STRATEGY
Successful marketing to University students requires
Iistening to the marketplace and responding appropriately.
ln order to achieve a positive return on investment, you
must match their needs with your products and services.
This session will review case studies of innovative
campaigns that organisations have run to successfully
reach the University market
O Maximise your ROI by listening to the market place
O Be responsive to student wants - offer them the
products and services you know they are looking for
O What will make students buy into your brand and not
o
a
a
your competitors?
Nick Roper, Head of Promotions
Beatwax Youth Communications
I .r-
DeolACD(
@ virrinstuoent.com
online partners
Mattwilliams, Managing Director mlrr li 6J-v-t
Making Waves on behalf of NUS Ents ic n t si U.
=-uu-5
2.30 SPEAK TO STUDENTS IN THEIR LANGUAGE
Speaking the same language as students is an ever-
increasing difficulty amongst organisations. During this
session Camp America will share how to communicate your
message to this market as an equal.
O What language will encourage students to purchase?
O How do students want you to speak to them?
O How to sound trendy without sounding condescending
Gwen Miller, Senior Marketing Co-ordinator
Camp America
CAMP AMERICA
3.10 Tea and Networking
3.30 TRANSFORMING A BRICKS AND MORTAR BRAND
ONLINE
Virgin are taking their brand online. Going back to their
roots and targeting students is a key part of this strategy.
This presentation will examine their approach with special
attention being placed on:
O Communicating to the student market rather than the
whole youth market
O Who to develop online partnerships with and how
O Converting student browsers to spenders
O Student attitudes to marketing messages on and off
campus
O Getting creative on-campus
O Revisiting the definition of a student
Peter Boyd, Commercial Director
virginstudent.com
4.10 CREATING AN ONLINE SERVICE
the student market?
Julian Temblett, Business Manager
RED, RAC
5.00 Chairs close and end of day 3
The RAC is the first in their field to develop a new brand
and service specifically for the younger'lnternet sawy'
audience, with one of the key target markets being
students.
O New, fresh, smart internet brands and services driven
by the student and youth markets
O RED is RAC's innovative response to this market
environment offering a'3rd alternative in the
marketplace'and being managed as a .com business
a Which specific communication plans and sales
channels have been developed to reach in particular
MHMV