UC Berkeley: 2014 Beverage Alliance Final Report
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This document outlines partnership opportunities between various campus organizations (Cal Rec Sports, Cal Athletics, ASUC Student Union, Sustainability, etc.) and beverage companies. It describes opportunities for co-branded logos, product sampling and giveaways at various campus events, branded merchandise, digital and print advertising, signage at events and facilities, and placements in vending machines and campus stores. The goal is to promote beverage brands to tens of thousands of students, fans, and visitors through integrated marketing efforts across experiential, merchandise, media, and retail channels.
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UC Berkeley: 2014 Beverage Alliance Final Report
- 3. TABLE OF CONTENTS Co-Branded Logos......................................................................................................4 Experiential........................................................................................................................6 Merchandise..................................................................................................................24 Digital Media..................................................................................................................38 Print Media.....................................................................................................................48 Signage...............................................................................................................................52 Sustainability.................................................................................................................60 Vending & Convenience Stores....................................................................66
- 5. 5
- 7. 7 CAL REC SPORTS Event: Caltopia 2014 Activation: product sampling & branded bikes give-away Reach: 100,000+ samples of all brands
- 8. CAL REC SPORTS Event: Caltopia 2014 Activation: product sampling & branded bikes give-away Reach: 100,000+ samples of all brands
- 9. 9 CAL REC SPORTS Event: Caltopia 2014 Activation: product sampling & branded bikes give-away Reach: 100,000+ samples of all brands
- 10. CAL REC SPORTS Event: Caltopia 2014 Activation: product sampling & branded bikes give-away Reach: 100,000+ samples of all brands
- 11. 11 CAL REC SPORTS Event: Caltopia 2014 Activation: product sampling & branded bikes give-away Reach: 100,000+ samples of all brands
- 12. CAL REC SPORTS Event: Caltopia 2014 Activation: product sampling & branded bikes give-away Reach: 100,000+ samples of all brands
- 13. 13 CAL REC SPORTS Event: Caltopia 2014 Activation: product sampling & branded bikes give-away Reach: 100,000+ samples of all brands
- 14. ASUC STUDENT UNION Event: Caltopia 2014 Product: photo booth Quantity: 550+
- 15. 15 CAL REC SPORTS Event: Cal Day 2014 Activation: product sampling Reach: 7,000+ samples of all brands
- 16. CAL REC SPORTS Event: Cal Day 2014 Activation: product sampling Reach: 7,000+ samples of all brands
- 17. 17 CAL REC SPORTS Event: Comfort Zone 2014 Activation: product sampling and branded bike give-away Reach: 2,000+ samples of all brands
- 18. CAL REC SPORTS Event: Comfort Zone 2014 Activation: product sampling and branded bike give-away Reach: 2,000+ samples of all brands
- 19. 19 SUSTAINABILITY Event: Caltopia 2014 Activation: student engagement Reach: 35,000+
- 20. ASUC STUDENT UNION Event: ASUC Student Union Executive Officer Leadership Institute Activation: product sampling Reach: 125+
- 21. 21 ASUC STUDENT UNION in partnership with SUPERB Event: Cal Day Concert Activation: product sampling & co-sponsored concert Reach: 5,000+
- 22. ASUC STUDENT UNION Event: Topping Out Ceremony Activation: product sampling Reach: 2,000+
- 23. 23 ENVIRONMENT, HEALTH & SAFETY Event: Lab Safety Equipment Give-Away Activation: product sampling Reach: 7,000+
- 24. 24 MERCHANDISE
- 25. 25 CAL REC SPORTS Event: Caltopia 2014 Product: event t-shirts Quantity: 4,000+ AT ARTS HERE BerkeleyApt.com CALTOPIA XIIThank you to our 2014 sponcors: Thank you to our 2014 premier exhibitors: Brought to you by
- 26. CAL REC SPORTS Event: Caltopia 2014 Product: Caltopia Love t-shirts Quantity: 800+
- 27. 27 CAL REC SPORTS Event: Cal Youth Camps 2014 Product: summer camp t-shirts Quantity: 3,000+
- 28. CAL REC SPORTS Event: Cal Youth Camps 2014 Product: summer camp t-shirts Quantity: 500+
- 29. 29 CAL ATHLETICS Event: Gold Out Game Product: fan t-shirts Quantity: 12,000+
- 30. CAL ATHLETICS Event: Cal Football Product: fan t-shirts Quantity: 7,000+
- 31. 31 CAL REC SPORTS Event: Caltopia 2014 Product: promotional give-aways Quantity: 3,000+
- 32. BEVERAGE ALLIANCE MARKETING Event: Shared Marketing Funds Product: stainless steel cups Quantity: 5,000+
- 33. 33 ASUC STUDENT UNION Event: Topping Off Ceremony Product: water bottles Quantity: 750+
- 34. ASUC STUDENT GOVERNMENT & GRADUATE ASSEMBLY Event: Cal Day 2014 Product: Mug Quantity: 500+
- 35. 35 ASUC STUDENT GOVERNMENT & GRADUATE ASSEMBLY Event: Cal Day 2014 Product: Tote Bags Quantity: 1,200+
- 36. ASUC STUDENT UNION Event: Caltopia & Cal Day 2014 Product: rally towels Quantity: 5,000+
- 37. 37 ASUC STUDENT UNION Event: Cal Day 2014 Product & Quantities: 5,000+ rally towels, 2,000+ tote bags, 2,000+ screen wipes, 1,000+ highlighters, 2,000+ chap sticks
- 38. 38 DIGITAL MEDIA
- 39. 39 CAL REC SPORTS Channel: Caltopia 2014 website
- 40. CAL REC SPORTS Channel: Cal Bears Auction website
- 41. 41 CAL REC SPORTS Channel: departmental website – partners page
- 42. CAL REC SPORTS Channel: departmental Twitter
- 43. 43 ASUC STUDENT UNION Channel: departmental website
- 44. ASUC STUDENT UNION Channel: Twitter post featuring Chancellor Nicholas Dirks
- 45. 45 ASUC STUDENT UNION Channel: Twitter post featuring Associate Vice Chancellor & Dean of Students - Joseph D. Greenwell
- 46. CAL ATHLETICS Channel: departmental website
- 47. 47 CAL ATHLETICS Channel: web graphic on departmental website
- 48. 48 PRINT MEDIA
- 49. 49 CAL REC SPORTS Event: Caltopia 2014 Product: event guides Quantity: 5,000+
- 50. CAL REC SPORTS Event: Caltopia 2014 Product: event guides Quantity: 5,000+
- 51. 51 CAL REC SPORTS Event: Caltopia 2014 Product: event guides Quantity: 5,000+
- 52. 52 SIGNAGE
- 53. 53 CAL REC SPORTS Event: Caltopia 2014 Product: event signage
- 54. CAL ATHLETICS Event: Cal Football Product: inflatable bear head
- 55. 55 CAL ATHLETICS Event: Cal Football Product: inflatable bear head
- 56. ASUC STUDENT UNION in partnership with SUPERB Event: Cal Day Concert 2014 Product: event signage
- 57. 57 ASUC STUDENT UNION in partnership with SUPERB Event: Cal Day Concert 2014 Product: event signage
- 58. CAL DINING Event: campus store promotion
- 59. 59 CAL DINING Event: campus store promotion
- 61. 61 SUSTAINABILITY Event: Zero Waste Meals at CalSO 2014 Activation: education & zero waste Reach: 10,000+
- 62. SUSTAINABILITY Event: 2014 Men’s Basketball Recyclemania Game Day Challenge Activation: student engagement, education and zero waste Reach: 10,000+; achieved waste-diversion rate of 93 percent; won National Challenge
- 63. 63 SUSTAINABILITY Event: 2014 Men’s Basketball Recyclemania Game Day Challenge Activation: student engagement, education and zero waste Reach: 10,000+; achieved waste-diversion rate of 93 percent; won National Challenge
- 64. SUSTAINABILITY Activation: UC Berkeley is a member of the Green Sports Alliance
- 65. 65 SUSTAINABILITY Activation: co-branded waste reduction bin Reach: 4,000+ per day during the academic year
- 67. 67 CAL REC SPORTS & CAL DINING Venue: Rec Sports Facility Pro Shop Reach: 800+ per day during the academic year
- 68. CAL DINING Campus Locations: Sixteen (16) Reach: 30,000+ transactions daily
- 69. 69 BEVERAGE ALLIANCE Campus Locations: eighty-eight (88) vending machines