2009-4a by CNBAM

Division 4  Best Newspaper Marketing/Promotion Plan  Indiana Statesman  Indiana State University    Hairspray Promotion  The Indiana Statesman worked with the promoter of an on‐campus performance of the Broadway  musical, “Hairspray,” for a ticket give‐away that would generate community awareness and gather  donations to the local women’s shelter.  Eight tickets were made available for use as a give‐away in the donation drive for Bethany House.   Anyone donating a female hygiene product was entered into the drawing for the tickets; one entry  per item donated. Those who donated hairspray were entered twice.  The promotion was advertised heavily in the Indiana Statesman (see attached). Flyers were posted in  the student union and in residential halls. Campus wide announcements were made on portals and in  email. A kiosk was reserved and manned in the student commons area to increase visibility and to  take donations in person. Radio spots were played on the campus station.  The winners were announced in a house ad.  Donations were delivered to Bethany House.

DIVISION 4a: Best Newspaper Marketing/Promotion Plan Every year we try to increase readership to The Daily Reveille, and in 2008 we had a diverse strategy to increase readership of both the printed version and online version. To increase readership of the printed paper, we had an eleven-step approach: 1.

Increase Distribution points on campus & in the community • Off-campus added 4 key additional locations with our regular racks • And an additional 10 (Alloy) racks with ads on them • On-campus added 10 additional locations 2. Upgrading rack size & shape – continued from last year • Upgraded all outdoor polycarbonate racks to tall column-like metal with larger capacity • Moved the polycarbonate racks to indoor locations and replaced all smaller wire racks 3. First Day of School hand-to-hand additional distribution • The paper and advertising staff worked together handing out the first issue of the semester to students and welcoming them back to school in person 4. Offer some Student Help Messages and PSA campaigns to attract attention as the source of information • We ran “welcome back” ads, ads reminding students about drop dates for classes to withdraw, etc. • Spring Alcohol Awareness Month – April • Fall Diversity Awareness Month - October 5. Created new special sections, pull-outs, and posters to create excitement • Game Day Signs – Alabama game & Ole Miss game – hand to hand Saturday overrun distribution to tailgaters • Valentine’s Day Messages • Also sold BCS Championship Posters to celebrate the football team win • Sold pictures of Mike the Tiger 8x10’s in the snow (first accumulation snow in over 20 years here in Baton Rouge) 6. Campus Occurrences, previously free through editorial are now PAID through advertising 7. Created a new daily section for bar specials, plays, movies, and entertainment 8. Ongoing marketing effort to promote the student “Personals” section to create buzz and interest in the paper • This fall we implemented the use of a promotional code to make personals free for students • Lots of students began picking up the paper just to read that section • Four different PERSONALS campaigns ran in the paper 9. Create clever campaigns to create awareness about the paper • Personals campaigns • Visit us online campaign • What “Reveille” means to you campaign • Classifieds campaign 10. Sponsorship of Student Media Events • Annual Spring Living Expo • “Beat Bama” Dice Roll 11. Mailed out Christmas Cards/Holiday Cards to important clients and prospects

DIVISION 4a: Best Newspaper Marketing/Promotion Plan Continued from page 1… On-line, our strategy to capture a wider audience led to the implementation of a multi-media components on the website – last year we added video content that won our online version an Eppy for College Newspaper of the Year for it’s online content. We have continued the trend for 2008 and this year offer additional content like photo galleries to our readers. The daily polls and blogs continue to gain momentum, as well as the popularity of the comment section on our daily stories. Peak weeks for visitation have exceeded the 100,000-mark for unique visitors, where 2007 only peaked at about 85,000. Additionally, we added the answers to our daily puzzles, at the request of our readers. And for awhile, the online bar guide we featured gained additional views. Our online viewership continues to grow as we implement more reader-friendly options – adding to our overall marketing and promotion plan to attract more readers.

OLD

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THE PITT NEWS NEWSPAPER MARKETING/PROMOTION PLAN The Pitt News’ overall marketing campaign in 2008 focuses on increasing readership, using our famous zebra shirt as our most important tool. Our T-shirts feature two stenciled zebras and a front line, “What’s black and white and reproduces 14,000 times a day?” The back of the shirt reads, “The Pitt News. We put out daily.” T-shirts are distributed at all of our university events: Pitt’s annual Student Activities Fair, Freshmen Orientation, Internship Café and all tabling events for student organizations. Students answer trivia questions about Pitt and The Pitt News (name the Editor-in-Chief of The Pitt News; name two departments of The Pitt News; name the Chancellor, etc.) and are awarded with a T-shirt if they guess correctly. Our ongoing effort to encourage readers to actively participate with us continues at our booth, where we ask people what they expect from The Pitt News, or how they would change it. House ads with readers’ pictures and comments appear as soon after our events as possible, and readers love the attention. During the year, we “catch” people reading The Pitt News. If we see someone reading the newspaper, we take his/her photo for a weekly house ad in the paper and the reader gets one of our T-shirts. Basic interview questions are posed and a model release is signed. Our readers have responded to the advertisements that feature other readers, and we have found that the numbers of readers has increased…especially right outside our front door, where a photographer just may exit. Free T-shirts are student magnets. Our shirts are all over campus, serving as an effective advertising vehicle for The Pitt News. Results from the T-shirt campaign can only be measured in terms of rack returns. In 2007 returns ran around 10% daily. The returns have fallen this year to well below 5%, and we are now in the happy position of having to evaluate whether or not to boost our 14,000 daily circulation to 15,000, at which point we’ll need a new T-shirt. Integrated throughout our publishing year, we are now trading with major Pittsburgh organizations in order to give away tickets and prizes to our readers. The Pittsburgh Zoo, The Pittsburgh Penguins, our amusement park Kennywood, and the Pittsburgh Pirates have all traded tickets for space this year. We put trivia questions about those organizations into house ads, and the readers who come to the office with the correct answers are all entered in a raffle for tickets. To help raise awareness of the critical importance of drinking responsibly, The Pitt News distributed coasters to all of our independent bars and taverns this year. Our slogan reads, “Don’t get caught in The Pitt News’ Police Blotter. Drink Responsibly.” Our advertisers love the coasters, most of which get stolen, and the University of Pittsburgh’s administration appreciates our public service message, especially since we allow alcohol advertisements to run in the paper. Throughout the year, then, while we run house campaigns to collect for charities or to give away valuable tickets or really cheap T-shirts, this is the most important internal lesson for us to learn about our own product: Advertising in The Pitt News works. Even for us.

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