2011 Anime Expo @ L.A. Convention Center 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 2011 Anime Expo at the L.A. Convention Center by doing the following:
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Street Marketing (Flyering/Postering) Food Truck Outreach Comic Book Store Outreach Film Screenings Event Marketing Utilizing Campus Circle’s online/print/ editorial assets
Street Marketing
Campus Circle postered and flyered designated areas of Los Angeles to promote the 2011 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
Food Truck Outreach
With the popularity of food trucks in Los Angeles, Campus Circle followed various trucks throughout the city to distribute flyers for the Anime Expo at traditional food truck stops, food truck festivals and events.
Comic Book Stores Campus Circle distributed flyers and posters to over 50 comic book and gaming store locations in Los Angeles, Riverside and Orange Counties to promote the 2011 Anime Expo.
Film Screening - Super 8 Campus Circle brought the Anime Expo in as a partner for the release of Super 8 and Transformers 3. Two of the biggest films of the 2011 Summer. 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 3 screenings we had for Super 8 screenings demos include: • 70% - 18 to 34 • 59% - Male • 39% - Hispanic • 27% - Caucasian • 10% - Asian These stats reconfirmed that we were reaching the right demo for the Anime Expo.
Super 8 Screening Pictures
Film Screening - Transformers 3 Campus Circle partnered the Anime Expo with Paramount Pictures for two screenings of Transformers 3. The screenings took place in Hollywood and Universal City.
Film Screening Stats Page • Total Entries for both screenings: 1,011 • Demos/Stats are as follows: • • • • •
68% - 18 to 34 57% - Male 17% - Asian 26% - Caucasian 29% - Hispanic
Transformers 3 Screening Pictures
Event Marketing Campus Circle hand to hand distributed Anime Expo flyers at a variety of events in Los Angeles including Star Wars in Concert, First Fridays in Venice and Big In Japan Concert .
First Friday on Abbot Kinney Blvd. - Venice
Campus Circle Outreach - Print • Campus Circle printed five 1/2 page four color ads in our publication for the month of June. • Campus Circle is distributed to 40 schools and 800 retail outlets in the Los Angeles DMA • 88% of the readership of the publication is 18 to 34. • 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 and cover was $7,350.00.
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: 32,528 Opens: 3,727 (11.4%) Clicks: 415 (1.3%)
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Value = $1,450.00
Campus Circle - Anime Expo Trailer â€˘â€ˆ
The trailer for 2011 Anime Expo appears on our website. To date, the trailer page has been viewed 712 times.
Campus Circle - Banner Advertising â€˘â€ˆ
Banner advertising for the 2011 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 87,000 unique visitors. The Anime banners had a combined 1,400,131 impressions and 996 clicks. The value of the banner ads was $16,801.58.
Campus Circle - Newsletter Ads â€˘â€ˆ
Banner advertising for the 2011 Anime Expo appeared in our weekly email newsletter for five weeks. The Campus Circle weekly email newsletter reaches 32,500 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 - Sweepstakes •
Campus Circle hosted a sweepstakes on our website to promote the 2011 Anime Expo . The value of the sweepstakes page is $750.00.
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Page views - 1,061 Entries - 847
Campus Circle - Print Editorial •
Print Campaign
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An article for the 2011 Anime Expo appeared in the June 29 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 6/29, the article has been viewed 869 times.
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Campus Circle website traffic averages:
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515,000 page views/ month
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87,000 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 622 times.
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Campus Circle website traffic averages:
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515,000 page views/ month
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87,000 unique visitors/ month