Mustang Daily
California Polytechnic State University CNBAM Best Newspaper Marketing/Promotion Plan “Who are you?” That is the worst question to be asked when you are supposed to be the one entity that represents the entire campus. The Mustang Daily created a marketing campaign so the question was no longer “Who are you?” but “How can I get involved with the newspaper?” We had three areas to focus on: increase readership, increase reader involvement, and increase advertising business. We accomplished this by creating a slogan, attending campus and community events and getting our readers involved via surveys and house ads. We passed out 1,500 t-shirts with our name and slogan at every campus and community event we attended. We ran a house ad campaign that caught people reading the Mustang Daily. We also ran testimonials from local businesses to increase business awareness. The slogan we used to promote all aspects of the paper was, “Free & ...” The last part of the slogan alternated in the following ways: Free & Reliable (News, sports and more) Free & Available (More than 40 newsstands on campus) Free & Flexible (We work within your advertising budget) Free & Recyclable (Promotes reading and recycling the paper) Free & Solvable (Check out our puzzles on the game page) Free & Removable (On the back of t-shirts) Free & Readable (The newspaper itself) With the new campaign our presence is everywhere. As a result, students are wearing our t-shirts, newsstand waste has decreased because of increased readership, and advertising sales show at least a 10% increase from the previous year. It has been a total success and we plan on continuing this marketing strategy into 2009.