2010 Anime Expo @ L.A. Convention Center (7/1 thru 7/4) Online, Retail, Street and Print Campaign DMA: Los Angeles Project Manager: Sean Bello sean.bello@campuscircle.net
5042 Wilshire Blvd., #600, Los Angeles, CA 90036 P. (323) 939.8477 F. (323) 939.8656
Overview of Campaign •
Campus Circle promoted the 2010 Anime Expo at the L.A. Convention Center by doing the following:
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Street Marketing Outdoor Mall Advertising Food Truck Outreach Comic Book Store Outreach Film Screenings Event Marketing Print advertising placements School Outreach Utilizing Campus Circle’s online/print/editorial assets
Street Marketing Campus Circle postered and flyered designated areas of Los Angeles to promote the 2010 Anime Expo. These areas included: (1) Abbott Kinney Blvd., Venice, (2) Areas of Orange County, (3) Hollywood (4) Koreatown, (5) Larchmont Village, (6) Little Tokyo, (7) Melrose Ave., (8) Pico Blvd. (9) Sawtelle Ave. (10) Silverlake/Los Feliz, (11) Thai Town, (12) USC Area, (13) Ventura Blvd., (14) West Hollywood, (15) Westwood Village
Outdoor Mall Advertising Campus Circle set up a standee outdoor advertising campaign at the Block Mall in Orange County. Seven double-sided 22� x 28� sign standees were displayed at 7 high trafficked locations throughout the Block.
Outdoor Mall Advertising As a value added component, the Block distributed Anime Expo flyers at its Guest Services desk.
Outdoor Mall Advertising As an additional value added component, the Block included a banner ad for the 2010 Anime Expo on its website.
Food Truck Outreach With the popularity of food trucks in Los Angeles, Campus Circle followed various trucks throughout the city for one week to distribute flyers for the Anime Expo. The distribution took place in Downtown Los Angeles, Koreatown, Venice, UCLA and Santa Monica.
Comic Book Stores Campus Circle distributed flyers and posters to over 50 comic book store locations in Los Angeles and Orange Counties to promote the 2010 Anime Expo.
Film Screening - The Karate Kid Campus Circle brought the Anime Expo in as a partner for the release of Get Him To The Greek and The Karate Kid. The partnership allowed us to do the following: (1) post banner ads for the Expo on the advance film screening pages. (2) Hand to hand distribute Anime Expo flyers at the screenings.
Film Screening Stats Page • For each screening page, Campus Circle had an accompanying stats/demos page for the clients to keep track of who was rsvping to the screenings. • For example, the Karate Kid screening demos include: • • • • •
65% - 18 to 34 50% - Male 33% - Hispanic 22% - Caucasian 16% - Asian
These stats reconfirmed that we were reaching the right demo for the Anime Expo.
Film Screening - Get Him To The Greek Campus Circle partnered the Anime Expo with Universal Pictures for three screenings of Get Him To The Greek including the Premiere at The Greek Theatre in L.A.. The other two screenings took place in Burbank and at the Block in Orange County.
Film Screening Stats Page •
Total Entries for all 3 screenings: 1,491
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Demos/Stats are as follows:
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70% - 18 to 34 54% - Male 14% - Asian 23% - Caucasian 39% - Hispanic
Event Marketing Campus Circle hand to hand distributed Anime Expo flyers at the 2010 UCLA Jazz Reggaefest over Memorial Day Weekend . This annual event was the perfect venue to reach students in the Los Angeles DMA.
Print Advertising Placements •
Campus Circle placed print ads in select alternative and college newspapers in the Los Angeles DMA. These placements included:
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LA Weekly (to the right) OC Weekly The Daily Bruin at UCLA UC Irvine school paper
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Ad size: 1/4 page
UCLA Bruin Ads - (6/21, 6/28)
OC Weekly and UC Irvine Ads
School Outreach Campus Circle reached out to over 50 schools in the Los Angeles DMA to promote the 2010 Anime Expo. We targeted art, film and music related schools that would be interested in the expo. In addition, we reached out to major universities that offered animation programs or had anime related clubs on campus. Our objective was to get the schools to let students know about the expo via email, bulletin postings and any other information source that was available to the students.
Campus Circle Outreach - Print •
Campus Circle printed five 1/2 page four color ads in our publication for the month of June.
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Campus Circle is distributed to 40 schools and 800 retail outlets in the Los Angeles DMA
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88% of the readership of the publication is 18 to 34.
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The value of all the print ads was $8,025.00.
Campus Circle - Covers •
Campus Circle included strip ads for the Anime Expo on the cover of our publication for two weeks. The value of the strip ads was $3,300.00.
Campus Circle - Dedicated Email •
Campus Circle sent out a dedicated HTML email to promote the Anime Expo.
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The stats for the email were as follows:
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Emails sent: 28,970 Opens: 3,533 (12%) Clicks: 313 (1%)
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Value = $1,310.00
Campus Circle - Anime Expo Trailer •
The trailer for 2010 Anime Expo appears on our website. To date, the trailer page has been viewed 505 times.
Campus Circle - Banner Advertising •
Banner advertising for the 2010 Anime Expo appeared on our website, campuscircle.com. The banner ads ran throughout 95% of the site. Our monthly traffic averages 515,000 page views and 71,000 unique visitors. The Anime banners had a combined 600,000 impressions and 830 clicks. The value of the banner ads was $7,200.00.
Campus Circle - Newsletter Ads •
Banner advertising for the 2010 Anime Expo appeared in our weekly email newsletter for five weeks. The Campus Circle weekly email newsletter reaches 29,000 members per week in the greater Los Angeles area. The total value of the banner ads over five weeks was $1,800.00.
Campus Circle - Print Editorial •
Print Campaign
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An article for the 2010 Anime Expo appeared in the June 30 issue of Campus Circle.
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Campus Circle is a weekly alternative newspaper distributed to 40 schools and over 800 retail outlets in the greater Los Angeles area. In its 20th year, Campus Circle covers film, music, events and L.A. culture.
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The value of the 1/2 page article is $830.00.
Campus Circle - Online Editorial •
The Anime Expo article that appeared in our publication also appears on our website.
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Since 6/30, the article has been viewed 214 times.
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Campus Circle website traffic averages:
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515,000 page views/month
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71,000 unique visitors/month
Campus Circle - Calendar Listing •
A listing for the Anime Expo appeared on our website in our calendar section.
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To date, the calendar listing has been viewed 239 times.
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Campus Circle website traffic averages:
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515,000 page views/month
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71,000 unique visitors/month
Campus Circle - Social Media •
Campus Circle posted the 2010 Anime Expo article that appeared in our paper and online to our Social Media pages to promote the 4 day event.
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The value of the Social Media outreach was $1,000.00.
Campus Circle - Event Marketing Campus Circle hand to hand distributed Anime Expo flyers at additional film screening events that were appropriate for the expo. These events included the films: Splice, Jonah Hex and The Last Airbender. Here are some pictures from those events.