This document discusses student marketing and orientation activities. It notes that students are a diverse group but represent a significant demographic. Historically, many brands engaged in orientation week activities but student marketing has declined in recent years. Some factors that contributed include marketers becoming complacent focusing only on orientation week and experts in student marketing moving to other roles. However, some things have not changed - students still behave similarly and enjoy interaction and value from brands. Some examples of current successful student marketing activities are provided.
Orientation 2010 Review: Marketing to students - A lost art?guest710b12
The document discusses student marketing and orientation weeks at universities in New Zealand. It notes that students are a significant demographic but that student marketing seems to have declined in recent years. It provides examples of successful student marketing campaigns by Westpac and ASB banks, and discusses factors that have contributed to the decline in student marketing, such as marketers becoming distracted or less focused on this demographic. It emphasizes the importance of authentic engagement with students throughout the year, not just during orientation weeks.
Marketing to Millennials and the new Marketing PlaybookJeff Ernst
The traditional methods and rules of marketing need to be thrown out when it comes to Millennials - those under 35 value trust, tribe, authenticity, co-creation and ensuring companies are doing their part to give back. To succeed, you need to engage, energize, provide experiences and approach your strategy differently, using social word-of-mouth, brand advocacy, customer experience and user generated content as cornerstones to build on.
(183) architecture for personalisation, sheffield (september 2010)Citizen Network
The document discusses a new approach called "The New Script" for personalizing social work and support. The key points are:
1. The current care management system gets in the way of social workers' ability to empower people, strengthen their capacities, connect them to community, and build safe networks.
2. "The New Script" is proposed as a simplified process that assesses people's eligibility and capacity, enables others to plan instead of planning for people, directly plans with people when needed, quickly agrees to sensible, safe plans in budget, and focuses the review on learning and control.
3. This new approach means things speed up, bureaucracy goes down, social workers can use their best skills, and
Are you tired of attending or leading the same old boring requirementsgathering
sessions? Would you like to find a way to get stakeholders
excited about requirements gathering? Then this class is for you!
Find out how to use collaborative play to build better solution requirements
for SharePoint projects (or any other project for that matter). In this class, you
will learn seriously fun ways to do work—seriously! Learn how to tap into true
innovation and uncover hidden business requirements. What are you waiting
for? Come to this class and learn how to put these tools into action!
By attending this class, you will be able to:
• Introduce new and field-tested concepts for creating a clear and compelling
vision for SharePoint
• Facilitate more-effective requirements-gathering sessions
• Identify and avoid five problem patterns that plague many project teams
• Hit the ground running with new templates that you can use to facilitate your
own Innovation Games
• Refine requirements down to measurable business value,
The document discusses the results of a study on the effects of a new drug on memory and cognitive function in older adults. The double-blind study involved giving either the new drug or a placebo to 100 volunteers aged 65-80 over a 6 month period. Testing showed those receiving the drug experienced statistically significant improvements in short-term memory retention and processing speed compared to the placebo group.
Orientation 2010 Review: Marketing to students - A lost art?guest710b12
The document discusses student marketing and orientation weeks at universities in New Zealand. It notes that students are a significant demographic but that student marketing seems to have declined in recent years. It provides examples of successful student marketing campaigns by Westpac and ASB banks, and discusses factors that have contributed to the decline in student marketing, such as marketers becoming distracted or less focused on this demographic. It emphasizes the importance of authentic engagement with students throughout the year, not just during orientation weeks.
Marketing to Millennials and the new Marketing PlaybookJeff Ernst
The traditional methods and rules of marketing need to be thrown out when it comes to Millennials - those under 35 value trust, tribe, authenticity, co-creation and ensuring companies are doing their part to give back. To succeed, you need to engage, energize, provide experiences and approach your strategy differently, using social word-of-mouth, brand advocacy, customer experience and user generated content as cornerstones to build on.
(183) architecture for personalisation, sheffield (september 2010)Citizen Network
The document discusses a new approach called "The New Script" for personalizing social work and support. The key points are:
1. The current care management system gets in the way of social workers' ability to empower people, strengthen their capacities, connect them to community, and build safe networks.
2. "The New Script" is proposed as a simplified process that assesses people's eligibility and capacity, enables others to plan instead of planning for people, directly plans with people when needed, quickly agrees to sensible, safe plans in budget, and focuses the review on learning and control.
3. This new approach means things speed up, bureaucracy goes down, social workers can use their best skills, and
Are you tired of attending or leading the same old boring requirementsgathering
sessions? Would you like to find a way to get stakeholders
excited about requirements gathering? Then this class is for you!
Find out how to use collaborative play to build better solution requirements
for SharePoint projects (or any other project for that matter). In this class, you
will learn seriously fun ways to do work—seriously! Learn how to tap into true
innovation and uncover hidden business requirements. What are you waiting
for? Come to this class and learn how to put these tools into action!
By attending this class, you will be able to:
• Introduce new and field-tested concepts for creating a clear and compelling
vision for SharePoint
• Facilitate more-effective requirements-gathering sessions
• Identify and avoid five problem patterns that plague many project teams
• Hit the ground running with new templates that you can use to facilitate your
own Innovation Games
• Refine requirements down to measurable business value,
The document discusses the results of a study on the effects of a new drug on memory and cognitive function in older adults. The double-blind study involved giving either the new drug or a placebo to 100 volunteers aged 65-80 over a 6 month period. Testing showed those receiving the drug experienced statistically significant improvements in short-term memory retention and processing speed compared to the placebo group.
The document discusses reforming the welfare system to make it fairer and more local. It argues that the current model of relative poverty doesn't help reduce injustice and instead helps people live with it. It proposes establishing an objective account of poverty, a universal family security system, and a constitutional right not to be in poverty to create a framework for social justice. It also questions whether places like Barnsley need programs designed for Chelsea and argues welfare systems should be simple enough for all to understand and run, not just elite universities.
How should we tackle with climate change? (ver.1.0)aidan deckard
We human being cannot help wasting the earth. It's important to balance economy with ecology, in the other words consumption with global environment. I hope GpA(Green per Action) could assist it. For our children.
This document provides guidance on analysis types for recording support, advice, and activities related to voluntary and community organizations. It lists 27 different analysis types covering a range of themes, from activity referrals and developing volunteering opportunities to financial management, governance, and training. For each analysis type, it provides a short description of the theme of interactions that type would be used to record.
This document discusses supply chain management strategies. It notes that stretching supply chains globally has increased risks, and companies are now focused on flexibility over low costs alone. The recession has highlighted supply chain risks, and some companies are bringing manufacturing closer to home markets for quicker response. Moving to larger, slower container ships has slightly increased delivery times but reduced costs.
Cuối năm 2008, People weekly magazine lần đầu tiên đưa hình ảnh một con chó lên trang bìa báo. Đây là một chuyện chưa từng xảy ra cho tờ tạp chí mang tên "People". Ngay đến nhật báo nghiêm túc nhất, tờ Washington Post cũng đã có những lời ca ngợi như sau: "Sự ra đời của con vật là một động lực mạnh mẽ cho đất nước đang gặp nhiều sự xáo trộn này. Bản thân con vật mang nhiều nỗi bi thương nhưng nó đã mạnh dạn đứng dậy và nhìn đời với sự bao dung và hạnh phúc. Tên của nó là Niềm Tin (Faith), đó là một con chó đứng bằng hai chân sau và có thể hiên ngang tiến bước như tất cả mọi con người trên xã hội này."
The document discusses the results of a study on the impact of climate change on wheat production. Researchers found that higher temperatures and changing precipitation patterns will significantly reduce wheat yields across major wheat-producing regions by 2050. The study concludes that efforts must be made to develop wheat varieties that can tolerate hotter and drier conditions to ensure future global food security as the climate continues to warm.
La tarea del módulo 7 trata sobre completar una serie de ejercicios. Se pide realizar ejercicios de matemáticas, redacción y lectura para practicar diferentes habilidades y conocimientos trabajados durante el módulo.
2011 Volvo XC70 brochure provided by McKevitt Volvo located near Berkeley, CA. Find the 2011 Volvo XC70 sale in CA; call about our current sales and incentives at (888) 771-0363. http://www.bayareavolvo.com/
This document provides an outline for a lesson on justification found through faith in Christ rather than the Law of Moses as discussed in Romans 3:21-8:39. The key points covered include:
1) The Gospel of Christ is the only hope for salvation from sin. All have sinned and need justification that comes through faith apart from works of the law.
2) Paul demonstrates this using Abraham as an example from the Old Testament of one who was justified by faith rather than works.
3) Jesus' death and resurrection make justification possible through faith in God who raised Him from the dead. As Abraham believed God, so believers today are counted as righteous through faith in Christ.
Never before has information been so abundant but so difficult to sort through. The media continually gets the story wrong and when they do get it right, it becomes influenced by editorial guidance. The power of thousands and even millions of disconnected people online using twitter and elsewhere, tell a very different truth. Their truth is real, irrefutable and until now, has been impossible to find, sort and compile. Twikki combines some of the most powerful structural, technical and emotional tracking algorithms to locate, sort and assemble on a global and even macro scale. You also play a part and is why we want to hear from you. With Twikki, the world will never look like someone else wants it to. Be a part of the Global Witness. Sign up to be one of the first to get involved.
The Joint Strategic Needs Assessment (JSNA) identifies current and future health and wellbeing needs in a local population based on existing services and evidence of effectiveness. It provides a comprehensive picture of needs and inequalities. The JSNA involves project boards and is intended to be accessible, user-friendly, and linked to strategic initiatives and feedback. It produces executive summaries, key priorities, findings, and detailed reports for professional and strategic planning. Local developments since 2009 include refreshing core datasets and adding new chapters. In the future, GP consortia and local authorities will have a shared obligation to prepare the JSNA through health and wellbeing boards to understand needs and agree shared priorities and strategies across organizations.
The document discusses the nature of online influence and how it can translate to offline results. It mentions social capital and networks among people as well as user-generated events with specific metrics and case studies. The case study of Tweetsgiving is provided as an example of a user-generated event that worked well due to low costs but high impact and return on influence.
This document provides insights into ways for brands to connect with youth over the festive season. It discusses 3 main ways:
1) Using social media influencers on platforms like Instagram that students actively engage with to promote brands and products.
2) Setting up activations and campaigns at popular coastal locations and beaches that students frequent during holidays to engage them through experiential marketing.
3) Creating road trip campaigns through vehicle branding, pop-up shops along routes, and competitions to entertain students and promote brands while they are traveling between locations over the holidays. The document emphasizes keeping campaigns simple, authentic and focused on spaces where youth socialize and travel during the festive period.
The document compares two New Zealand music festivals - Big Day Out (BDO) and Parachute - in terms of their history, attendance, demographics, and potential for youth marketing. While BDO is well-established, Parachute has grown significantly and may offer greater opportunities to connect with youth through its multi-day format and integrated marketing efforts. Successful branding at youth events requires facilitating experiences and stories rather than just promotional activities.
The document discusses reforming the welfare system to make it fairer and more local. It argues that the current model of relative poverty doesn't help reduce injustice and instead helps people live with it. It proposes establishing an objective account of poverty, a universal family security system, and a constitutional right not to be in poverty to create a framework for social justice. It also questions whether places like Barnsley need programs designed for Chelsea and argues welfare systems should be simple enough for all to understand and run, not just elite universities.
How should we tackle with climate change? (ver.1.0)aidan deckard
We human being cannot help wasting the earth. It's important to balance economy with ecology, in the other words consumption with global environment. I hope GpA(Green per Action) could assist it. For our children.
This document provides guidance on analysis types for recording support, advice, and activities related to voluntary and community organizations. It lists 27 different analysis types covering a range of themes, from activity referrals and developing volunteering opportunities to financial management, governance, and training. For each analysis type, it provides a short description of the theme of interactions that type would be used to record.
This document discusses supply chain management strategies. It notes that stretching supply chains globally has increased risks, and companies are now focused on flexibility over low costs alone. The recession has highlighted supply chain risks, and some companies are bringing manufacturing closer to home markets for quicker response. Moving to larger, slower container ships has slightly increased delivery times but reduced costs.
Cuối năm 2008, People weekly magazine lần đầu tiên đưa hình ảnh một con chó lên trang bìa báo. Đây là một chuyện chưa từng xảy ra cho tờ tạp chí mang tên "People". Ngay đến nhật báo nghiêm túc nhất, tờ Washington Post cũng đã có những lời ca ngợi như sau: "Sự ra đời của con vật là một động lực mạnh mẽ cho đất nước đang gặp nhiều sự xáo trộn này. Bản thân con vật mang nhiều nỗi bi thương nhưng nó đã mạnh dạn đứng dậy và nhìn đời với sự bao dung và hạnh phúc. Tên của nó là Niềm Tin (Faith), đó là một con chó đứng bằng hai chân sau và có thể hiên ngang tiến bước như tất cả mọi con người trên xã hội này."
The document discusses the results of a study on the impact of climate change on wheat production. Researchers found that higher temperatures and changing precipitation patterns will significantly reduce wheat yields across major wheat-producing regions by 2050. The study concludes that efforts must be made to develop wheat varieties that can tolerate hotter and drier conditions to ensure future global food security as the climate continues to warm.
La tarea del módulo 7 trata sobre completar una serie de ejercicios. Se pide realizar ejercicios de matemáticas, redacción y lectura para practicar diferentes habilidades y conocimientos trabajados durante el módulo.
2011 Volvo XC70 brochure provided by McKevitt Volvo located near Berkeley, CA. Find the 2011 Volvo XC70 sale in CA; call about our current sales and incentives at (888) 771-0363. http://www.bayareavolvo.com/
This document provides an outline for a lesson on justification found through faith in Christ rather than the Law of Moses as discussed in Romans 3:21-8:39. The key points covered include:
1) The Gospel of Christ is the only hope for salvation from sin. All have sinned and need justification that comes through faith apart from works of the law.
2) Paul demonstrates this using Abraham as an example from the Old Testament of one who was justified by faith rather than works.
3) Jesus' death and resurrection make justification possible through faith in God who raised Him from the dead. As Abraham believed God, so believers today are counted as righteous through faith in Christ.
Never before has information been so abundant but so difficult to sort through. The media continually gets the story wrong and when they do get it right, it becomes influenced by editorial guidance. The power of thousands and even millions of disconnected people online using twitter and elsewhere, tell a very different truth. Their truth is real, irrefutable and until now, has been impossible to find, sort and compile. Twikki combines some of the most powerful structural, technical and emotional tracking algorithms to locate, sort and assemble on a global and even macro scale. You also play a part and is why we want to hear from you. With Twikki, the world will never look like someone else wants it to. Be a part of the Global Witness. Sign up to be one of the first to get involved.
The Joint Strategic Needs Assessment (JSNA) identifies current and future health and wellbeing needs in a local population based on existing services and evidence of effectiveness. It provides a comprehensive picture of needs and inequalities. The JSNA involves project boards and is intended to be accessible, user-friendly, and linked to strategic initiatives and feedback. It produces executive summaries, key priorities, findings, and detailed reports for professional and strategic planning. Local developments since 2009 include refreshing core datasets and adding new chapters. In the future, GP consortia and local authorities will have a shared obligation to prepare the JSNA through health and wellbeing boards to understand needs and agree shared priorities and strategies across organizations.
The document discusses the nature of online influence and how it can translate to offline results. It mentions social capital and networks among people as well as user-generated events with specific metrics and case studies. The case study of Tweetsgiving is provided as an example of a user-generated event that worked well due to low costs but high impact and return on influence.
This document provides insights into ways for brands to connect with youth over the festive season. It discusses 3 main ways:
1) Using social media influencers on platforms like Instagram that students actively engage with to promote brands and products.
2) Setting up activations and campaigns at popular coastal locations and beaches that students frequent during holidays to engage them through experiential marketing.
3) Creating road trip campaigns through vehicle branding, pop-up shops along routes, and competitions to entertain students and promote brands while they are traveling between locations over the holidays. The document emphasizes keeping campaigns simple, authentic and focused on spaces where youth socialize and travel during the festive period.
The document compares two New Zealand music festivals - Big Day Out (BDO) and Parachute - in terms of their history, attendance, demographics, and potential for youth marketing. While BDO is well-established, Parachute has grown significantly and may offer greater opportunities to connect with youth through its multi-day format and integrated marketing efforts. Successful branding at youth events requires facilitating experiences and stories rather than just promotional activities.
We're giving away our FULL 96-page 2nd edition of the South African Trend-Spotting report over the next few days. (The one here is a sample of the report).
We had overwhelming demand for the 1st edition and used the feedback to improve our offering across the board.
Each month, we tap into our community of 180,000 advertising agency pros to find South Africa's top 20-50 minds that are working with the best brands on thousands of campaigns.
Our monthly report gives you insights into brand and agency activity across South Africa, as well as hyper-localized trends rising and falling. Going beyond big data, we tap into the deep wisdom of the experienced agency eye - ranging from brand strategists, heads of social media to copywriters and creative directors with 5-20 years experience.
Please drop me a request on this post and I will send you the link for free. Would love your feedback.
Since 2014 is still fresh, we’d like to present our report on some of the most relevant cultural and marketing trends for the year ahead. We hope this report will provide you with rich context to better understand our industry, our audiences and where the world is heading.
http://zambezi-la.com/culture/2014-bites-special-edition-trend-forecast/
Enjoy & feel free to share with your peers.
Conventional marketing often ignores the wider context of culture. Not at Zambezi. We practice cultural planning - gathering cultural knowledge and insights in order to build brand equity by creating cultural currency.
This insight report discusses how brands can effectively engage and connect with youth audiences. It explores how brands are taking their online presence offline through campus promotions and events. It also looks at how brands are tapping into youth interests in music, sports and lifestyle to build positive associations. The report examines how student deals website Student Beans created an online Freshers' Fayre for students. It also provides examples of how Radio 1, Very.co.uk and Disney successfully integrated digital and real-world experiences to engage audiences. Collaborations between tech-savvy brands like Band-Aid and mainstream properties are highlighted as ways to gain exposure.
The document is a poem advocating for embracing diversity and celebrating differences between people. It suggests that more progress can be made if people work together cooperatively while respecting each other's unique qualities and perspectives, rather than causing conflict over those differences. The poem uses repetition of the word "should" to emphasize actions people could take to build a more united and accepting world.
Christina Smedley discusses how marketing in 2010 is complicated due to several factors:
1) Consumers are inundated with information from many sources each day and are engaging with brands on their own terms, requiring brands to find influential consumers to help spread their messages.
2) Mobility has increased as consumers carry the internet with them and are constantly connected, changing how purchases are made and how consumers interact with retailers. All campaigns must have a mobile element.
3) Engagement happens at the speed of social media, requiring brands to have plans to respond quickly through trusted sources online.
4) Consumers want to participate in product development and share their opinions, necessitating co
Fun city relaunch-marketing strategy oct '09Elina_Dutta
The document provides a marketing strategy and recommendations for repositioning and increasing awareness of the Fun City brand. It includes an analysis of the target audience of kids, tweens and teens, outlining what is important to them and how to best reach them. A 6-part strategy is proposed: 1) in-store activations, 2) an interactive online presence, 3) cross-promotions, 4) a PR campaign positioning Fun City as a family destination, 5) guerilla marketing tactics, and 6) tactical marketing campaigns promoting Fun City as a world of fun for families. The strategy aims to make Fun City the natural choice for family entertainment.
Centennials: Unlocking Global Youth InsightsKate Turkcan
A look at Centennials as a global generation, through the Kantar Futures’ framework for understanding what makes a generation tick, by digging deep into their starting points.
Slides from "Extreme Customer Service" session by Bob Fish, CEO of BIGGBY COFFEE, at Detroit Regional Chamber's Business InSight conference October 27, 2009 at Henry Ford Museum.
- Trinity Vintners launched a ready-to-drink sangria in India to tap into the young adult market and introduce them to wine in an accessible way. RGD's packaging design positioned the sangria as a fashionable drink that could be consumed casually. The sangria was a major success, selling over 200,000 bottles.
- The True School of Music in Mumbai aimed to take music education to the next level. RGD developed a brand identity and visual language centered around a circle symbolizing music. The simple yet distinctive brandmark was applied across the school's environments and communications. Enrollment grew significantly.
- Magic Bus mentors underprivileged children through sports activities. RGD helped articulate the nonprofit
White paper the next decade in social media Anglo Studies
This document provides summaries from 10 experts at Edelman on consumer trends and marketing insights for 2010. It includes the following summaries:
1. It discusses how engagement has become more complicated as consumers receive more information from various sources daily and are constantly on the move with mobile devices. It recommends finding influencers to engage and having a mobile aspect to every campaign.
2. It notes that advertising agencies are rebranding as content agencies but true engagement comes from exclusive content and distribution/conversation expertise. Brands should partner with entertainment and focus on multiplatform experiences beyond TV.
3. It examines the "Asian digital male" and notes a crisis of confidence with traditional markers of success being replaced by online identities and
This document summarizes how Ologie worked with Albion College to revitalize its brand identity and marketing strategy. Some key ways included: telling smaller campus stories to convey the diverse student experience; creating interactive print materials to engage prospective students; developing a mascot and branding for athletics; and training faculty/staff to consistently communicate the new brand identity. The end result was Albion standing out among its peers with a bold brand that highlights how it sets students' careers and lives in motion through diverse opportunities.
Five awarded essays on branding by MEC's rising stars:
- I Believe in the Future Brands Must be Superhuman..
- I Believe that in the Future Brands will have to Earn the Right to Communicate
- I Believe the Future Belongs to Brand-Driven Businesses
- I Believe that the Future of Brands Lies in making Loving Fun
- Statics & Flows: The Creation of Brand Fame in theDigital Age
This document provides an overview of an advertising and creative writing class. It outlines expectations such as attending weekly, checking the online course site regularly, and doing assigned readings and writings. Students will learn about verbal identity, storytelling, and developing their portfolio. They will study great writers and observe people to inform their work. The first assignments are to write about observations from people watching and to select a portfolio campaign to further develop or a new beverage brief to work on.
Give an example of how culture would impact a marketing strategy. .docxhanneloremccaffery
Give an example of how culture would impact a marketing strategy. Pick one specific product/service/company and then present your strategy.
Spanish Culture
COLLAPSE
窗体顶端
I took a business course while I was in Spain and actually talked a lot about this topic. One thing I remember specifically talking about was how internationally known brands were trying to translate their slogans and it just wasn't coming out right. One example we talked about was the Pringles original slogan "once you pop, you can't stop" and how they were trying to translate it for different countries. "Pop" isn't really a recognized word in Spanish (I'm not sure if it's the same with other languages, but I want to assume yes) it's more of a sound that we made a word for. So there is clearly a challenge in trying to get the Spanish people to understand their slogan. Something we discussed was just not translating it at all. I like this strategy because it eliminates the possibility of error and misunderstanding, but I also dislike this strategy because not every one knows English.. obviously.
Another idea could be just to change the slogan all together to cater to each country/culture; something that they can relate to. It would take a lot of understanding and knowledge of that culture, but it can be done and would definitely have a greater impact on the consumer.
窗体底端
The Culture of Football
COLLAPSE
窗体顶端
One company that is looking to go global is the National Football League. It is certainly an interesting pursuit since American Football is scarcely played outside of the United States. However, the NFL continues scheduling games in London every year and will even have a game in Mexico City in 2016. By nature, football is a violent game. The point is to hit the player with the ball as hard as you can in order to get the ball out. In some ways, it is indicative of the American culture, we can be seen as violent. After all, America has been involved in many wars and most video games, (at least the popular ones) are shooting/violent games. Whether we like or not violence is a big part of the culture here in America.
However, that is not true for most other countries. Countries like China and Japan place a strong emphasis on respect and teamwork. It would be hard to imagine games like football being successful. The most popular sport around the globe is the other football, soccer, which is the polar opposite of American football in terms of violence. That being said, in order for football to be successful in countries that do not have a violent culture the game would need to change dramatically. After many changes, the game might not fit into the culture here in America. Therefore, in my opinion, I do not think the NFL should continue in its efforts to expand the game across the globe. With major culture differences, I believe it is just a misguided effort and a waste of time.
窗体底端
Italian Culture and the Food Industry
COLLAPSE
窗体顶端
In Italy, there is a very s ...
The document discusses the Goldiblox brand building campaign and analyzes why it was so effective. It provides the following key points:
1) The Goldiblox campaign was purpose-led, with a clear goal of getting more women into STEM fields. It took a stand on an issue and drove its messaging and actions from its core values.
2) It had a clear point of view that society was failing to support women in STEM, and this POV informed all its actions.
3) It used remarkable execution across its video and content to drive viral sharing. The video was designed to be emotionally engaging and philosophically provocative.
4) It tapped into an underserved audience and
Similar to Orientation 2010: Marketing to students - A Lost Art? (20)
2. // WHAT DOES “STUDENT”
LOOK LIKE //
Students are a rather diverse bunch, despite media
(and some marketers’) attempts to reduce them to
stereotypes such as:
1.Couch-burning taxpayer funded bludgers;
2.Naïve left-wing wannabe activists; or
3.Tomorrow’s future leaders
Regardless of such misguided labels, there is little
doubt that students are a significant demographic,
particularly for marketers with an eye (or two) on the
youth market. The numbers, in media terms REACH,
speak for themselves…
Uni’s - 170,000 Tech’s - 197,000
60% = 18 – 24 34% = 18 – 24
102,000 67,000
Gen Y’s / Millennials Gen Y’s / Millennials
who we know The commercially
where they live ‘unloved’
and where they of the Tertiary
hang out Gen Ys
169,000 Captive Gen Y’ers
3. // WHAT DOES STUDENT
MARKETING LOOK LIKE //
The main banks cut a
significant and sometimes
solitary role when it came to
on-campus activity.
The BRANDSpanking team have been involved in
student marketing in some form for over a decade
and, with the exception of Otago (more on that
later), the commercial world seems to have
deserted this really powerful property.
Student marketing is NOT just about O’Week,
although some see it as peak time… If this is peak
time then this property could currently best be
describe as ‘roomy with huge potential’
4. // WHAT DOES GOOD STUDENT
MARKETING LOOK LIKE //
Whether it be because it was a two horse race for
nationwide presence, consistency and commitment to
the target audience, or because it was a decent
campaign, we are not sure but Westpac beats ASB to
the best on show award.
Reasons:
Nationwide campaign with consistent activity
Obvious investment with branded old vehicles, on-site
cool sign up process with funky technology and staff
numbers
Quality well trained promo staff (note – not bank staff)
Quality and lots of giveaways (Temp tattoo / Bottles of
Ginger Beer / Beer Mats)
Size matters, so does noise – they had both
SUMMARY: They took the campaign investment
seriously but had plenty of fun with the campaign
Yeah, they also had a good (but not original) offer ($40
giveaway) but that’s not the point……..
5. // OTHER GOOD STUDENT
MARKETING //
ASB – Consistent and ever present across all the
campuses. Great branding, although light on
noise and originality. However, best use of
media utilising adshels, magazines and online.
Studentlife – Coolest prize =
Branded Jandals in all sizes
Frucor and Coke. Two different approaches to
lunchtime integration with consumers – Otago’s
Frankly Sandwiches demonstrates a complete
integrated branding and functional alignment for
the ‘Frank’ brand whereas the similar exercise at
Auckland Uni with Coke seems more like a brand
maximisation and product sales exercise. Which is
more successful in terms of sales revenue however
would be interesting….
6. // HISTORICALLY SPEAKING.. //
..in the past not so long 2010…
ago…..
Orientation festivals go back further than most of our
memories and raucous, drunken behaviour was evident
then as it now….or not!
In recent years we’ve seen a ‘push back’, in part driven
by institutional responses to bad publicity generated by
events such as the Toga parade and Undie 500.
Conspicuous by its absence is the maverick behaviour
that brands once saved for this arena. This used to be
the place where brands could take their brand values
and push them to the limit.
Giving their agencies a chance to express themselves in
a confined environment made this property
appealing…right now O’Week has all the danger and
uniqueness of a school fete sausage sizzle.
7. // SO WHAT’S HAPPENED….//
The global economic downturn seems to get blamed for
everything but we’re going to bypass this excuse for the
apparent ‘downturn’ in student or tertiary marketing that
seems to have happened over the last 3 years.
The downturn started well before everyone had heard of
sub prime mortgages.
All present and active during
Two factors come to mind; Otago – Westpac / ASB / National
/ ANZ / BNZ / Bond and Bond /
Firstly, we got lazy! Back in the day student marketing Harvey Norman / Grabaseat /
R&R Sports / Mountain Dew /
was largely about O’Week. This in itself was flawed but it Mother Energy / Night and Day /
worked to a degree because lots of people got involved Student IT / Farmers Market /
Jesus / plus a plethora of local
and it was fun for everyone for 4 weeks. small businesses and churches /
Now, aside from banks and a bunch of Dunedin retailers,
the evidence of O’Week 2010 suggests that students
have escaped marketers collective consciousness.
Students are still on campus, they still spend the same (if
not more), they still want to have fun, and you won’t
earn their true friendship just by being on Facebook.
THERE IS A LACK OF CONVERSATION………..
8. // SO WHAT’S HAPPENED….//
Secondly, the experts got old (or distracted).
It’s as if the old guard of student and tertiary marketing
found proper jobs and moved in to grown up positions.
The Varsity crew, studentz team, old school StudentCard
gang, Cow TV's maverick approach, Lucid Magazine and
even some of the old crazy marketers grew up.
// WHAT HASN’T CHANGED ? //
11. // WHAT HASN’T CHANGED ? //
5 Hardcoded Youth
Communication Guidelines Facilitate Conversation – Being on
Facebook doesn’t mean you’re having
conversation, being authentic and
An Authentic Story – Why are you utilising Twitter / FB / Bebo is great but
talking to them, what’s your story. what’s your conversation about?
Westpac took the piss and gave away
$40 – simple story. The Captain Cook
Tavern uses a great byline “The place where your
Dad first made out with yer Mum” The story here Deliver Value – With real value comes
is heritage and that this pub is could be part of real trust, which leads to your brand
your history. being sought out and shared. Young
people can quickly see when you are
delivering meaning to their life and when you’re
not. Value doesn’t mean cheap, sure it helps but
Be Accessible – You turn up once a there's a lot more to it.
year with a good looking promo girl
and sod off before the Warehouse
start selling Easter eggs? The tertiary
year is 7 months in duration, not 4 weeks. They
are still there and love distraction. If you hooked Laugh. Seriously, have fun!
‘em during O’Week, how are you going reel in that
loyalty.
12. // SPECIAL MENTION //
UNITEC //Provided a very unique spin on Orientation Week festivities and managed to create a mini music
festival in West Auckland fully equipped with market stalls, games, beer tent / area and cool artists. Brands present
seemed to benefit from the festival atmosphere although the dark side of festivals with alcohol consumption and
pot smoking meant that the festivities became less commercially viable post 4pm and the scene became less
O’Week and more Westie festival…which is cool, to a point.
MAXX //Generated the biggest queue at Auckland, necessity overrides free stuff anyday!
CADBURY PICNIC //–Present at Unitec, what a set up, brilliant inflatable and so brand and product
relevant….would have looked great at BDO and the like.
CHRISTIANITY //–Recent reports out of the US say Gen Y is less religious than the previous Generation, would
be interested to explore this fact in NZ as across the country Jesus was pushed at a lot of campuses, very well.
Whether the queues for sausage sizzles, free jandals, welcoming couches with bearded friendly faces or guerilla
marketing techniques handing out Bibles worked in terms of recruitment or not is an interesting question but for
pure coverage and persistence both at O’Week and other summer festivals the marketing is certainly ON
THE COOK TAVERN //-Firstly for providing a decent beer after a country long O’Week tour but mostly for
maintaining what can now be coined “Old Skool” youth and student marketing values of authenticity, delivering
good value, facilitating engagement and having a bloody good laugh while doing it. Easy for a pub, yes, but the
marketing strategy, tone and execution, like Parachute, remain great examples regardless of the property.
13. // FINALLY//
Lastly, we are gauging interest in doing accompanied
immersions with clients. Brand Spanking will accompany
you and your management teams to University and Tech
Campuses / Retail / Music Festivals or other
environments along with a brand or company research
objective to capture youth thoughts and feelings
towards you and your brands. If you're interested, let us
know...it's an amazing way to interact with your target
market -we can set you up with all the tools you need
and give you a rare insight into your target market
For further Insights, Consultancy and Prompt Responses
to RFP’s across both Youthful Research and Interactive
Experiential Marketing or Speaking Engagements
Contact Spencer Willis 09 377 4110
spencer@brandspanking.co.nz
0276 628853