THE SHORTHORN Best Newspaper Marketing/Promotion Plan Spring 2009: “Take a New Look at The Shorthorn” As evidenced by our tagline the Spring 2009 semester was one of great change for The Shorthorn. The primary focus of our marketing efforts was to change the perception of The Shorthorn in the minds of our readers. Substantial improvements were made to our website and we wanted to communicate that The Shorthorn was no longer just a print-only publication. The secondary focus was to increase brand equity across campus by interacting with our readers and providing them opportunities to interact with us. From our participation in campus traditions to our use of social media, The Shorthorn was definitely worth a new look in Spring 2009. As stated above, a primary focus of our efforts was to interact with our readers. Traditionally we have gone by typical means of promoting the paper (posters and flyers around campus, house ads, etc.). In coordination with our “new look” approach we put a heavy emphasis on fun and informal ways to directly interact with our readers. Our efforts included regularly passing out papers around campus, sponsoring athletic events, participating in campus traditions and promotions that rewarded our readers for their loyalty. Below are a few examples of how we implemented our new look strategy. The Shorthorn @ 6: a feature that provided the reader with new content on our website everyday at 6 pm. Our website would be updated daily with at least one new story, a podcast that previewed the following days paper, calendar of campus events and the comic “Cannon Fodder.” • Social media: linked to “The Shorthorn @ 6” page on Facebook daily New Features: With sweeping changes being made to our website in 2009 we thought it was necessary to inform our readers of all the new features we added. • We developed ads that explained what each of the new features was and why they would be benefit the readers. Ads were placed on bulletin boards in all campus computer labs and on all of our news racks. Look Who’s Been Spotted: Every Wednesday a Shorthorn marketing representative “spots” students reading the paper and takes their picture. The reader signs a photo release form and is instructed to look in the following days paper for instructions on how to claim their prize. • All winners receive a Shorthorn prize package, which includes a t-shirt, pen, highlighter and koozie. Homecoming Edition • Sponsorship: Distributed copies of the Homecoming Edition along with Shorthorn promotional items (pens, highlighters, koozies) at Men’s Basketball game. Winners of promotion were announced at halftime.
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