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Washington University in Saint Louis Student Life Marketing/Promotion Plan Riddle: What is black and white and re(a)d all over? Answer: A newspaper. Over the past several years, to create a brand for Student Life Newspaper, we took a cue from this well-known newspaper riddle. We officially trademarked the slogan “Read All Over” and used it in all of our marketing and promotion materials and made all of our rates and advertising information available online at www.readallover.com. Just as the riddle uses a play on the color red, we also incorporated the color red throughout our marketing materials. Some of our red materials included: red fortune cookies containing a variety of Student Life “fortunes” that encouraged people to pick up the paper, clear cups that turn red with cold liquid, red pens, red balloons, red t-shirts, red Gatorade and an assortment of red candy. We used our “Read All Over” red balloons to promote Student Life at freshman move-in and on the day that our first issue is published. We ran a “Read Marks the Spot” ad in our Orientation Issue that goes out to all incoming freshman and we tell them to watch for the red balloons tied to our table at freshman move-in to grab a refreshment and we also tell them to watch for the first issue of Student Life by looking for the red balloons tied to the news stands. At freshman move-in students can grab a red Gatorade, and fill the promotional cup with an assortment of red candies and fortune cookies. We tie the balloons to our news stands the morning of the first issue so that students take notice of where they can always be sure to find a copy of Student Life. This year, however, we decided to switch things up a bit. As Washington University moves forward to be a more sustainable and green campus, we decided to play off that and have used a “Green All Over” theme this year to promote our environmental awareness. Washington University was the first campus in the nation to ban bottled water sales on campus. As a result, we partnered with Brita to pass out branded Nalgene water bottles with coupons for Brita pitchers. The bottles were passed out at various events during the beginning of the year, including freshman move-in, the fall activities fair, Dance Marathon, our Housing Fair, Relay for Life and other large scale events on campus.
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Our water bottles have shown up all over campus this year, including on the university’s home page one day (they rotate background photos every day) and even in our own newspaper in a news photo for an unrelated article! The university also introduced single-stream recyling this year and a “sustainability pledge” which we’ve tied in with to promote recyling of the newspaper and the fact that we’re printed on recylced newsprint. We’ve also pushed the “green” nature of our paper in other ways this year, using green as the primary color for our Housing Fair promotions and other in house materials. Through the use of the color red (and green) in our promotional materials and our “Read All Over” (and now “Green All Over”) slogans in both our sales and promotional materials, we have been able to create a unique brand for Student Life with both our readers and our advertisers.
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Red “Read All Over” Promotional Materials
Student Life fortune cookies
Cups, Pens, T-shirts, gatorade, balloons, candy
®
First Issue of the Year Promotion
“Read” marks the
spot.
August 21st: Stop by for a refreshment at freshman move-in. Our red balloons will be tied to our table. August 27th: Pick up the first regular issue of Student Life on your way to your first day of classes. Our red balloons will be tied to news stands all over campus.
STUDENT LIFE THE INDEPENDENT NEWSPAPER OF WASHINGTON UNIVERSITY IN ST. LOUIS
House ad in Orientation Issue Calendar
Balloons tied to news stands for first issue of the year
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R E V O L L A GREEN Student Life & Brita® water bottle hand out
Look for us during move-in to get your FREE reusable water bottle.
STUDENT LIFE THE INDEPENDENT NEWSPAPER OF WASHINGTON UNIVERSITY IN ST. LOUIS
GREEN ALL
OVER
www.studlife.com | Follow us on: Washington University • One Brookings Drive • Campus Box 1039 • 42 Women’s Building • Saint Louis, MO 63130-4899
Advertising (314) 935-6713 • News (314) 935-5995 • FAX (314) 935-5938 • www.studlife.com
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Washington University in Saint Louis Student Life Marketing/Promotion Schedule July • Run house ad in the Orientation issue calling for freshman to watch for red balloons at freshman move-in and on the day of our first regular issue •
Run house ad in the Orientation issue calling for freshman to stop by our table for a Brita Nalgene Water bottle
August • Freshman move-in With the red balloons flagging our table, hand out all of our red promo materials, the Student Life Calendar and the water bottles • First day of class/first regular issue Tie balloons to newsstands flagging people to pick up the issue and notice the different locations that the paper can be picked up at throughout the year • Pass out water bottles at Activities Fair September-April • “Get Caught Doing It” Campaign: done consistently throughout the year Ocotober • Pass out water bottles at Relay for Life November • Pass out water bottles at Dance Marathon February • Run house ads calling for entries for the calendar contest • Pass out water bottles at Housing Fair March • Notify calendar contest entry winners and set up times for photos in April April • Photo shoots for calendar contests (10 total) May-June • Design and print calendar so it is back in time for freshman move-in and Orientation
MN DAILY deals The Minnesota Daily developed a marketing/promotional plan called MN DAILY deals. MN Daily deals is a “daily deal” website that provides subscribers the option to purchase new coupons each and every day. There are new coupons and businesses running each day, which provides the subscriber with a large range of types of business deals. We set up the advertising campaign to run two weeks before the launch of the site. We published promotional ads to entice readers until it was launched. One week before the website went functional we also included a front-page promo spot for daily deals, we provided our readers with a count down until it was up and running. Once MN DAILY deals was functional a new coupon was available for purchase each day. We designed a new ad each day for the next offer to come in the paper as well as online. Along with the ads pertaining to what’s coming tomorrow and what the deal is today, we included QR codes on all ads that applied.
The Daily Titan newspaper at California State University Fullerton is the student voice to 40,000 graduate and undergraduate students. The marketing and promotional plan for the newspaper can be summed up in three words: incentive, participation and collaboration. We are always looking for new and exciting ways to get the students involved with the publication. Throughout the summer break a plan is devised for the following school year. Months are broken down by events and holidays. We also look at the school’s calendar and look for opportunities to combine our paper with on campus events. PARTICIPATION: This past semester has been one of the most successful in terms of student participation in our contests and knowledge of what the Daily Titan is. INCENTIVE: In an age where people can read the paper on their phone, we have to stay ahead of the game and devise incentive for picking up that hard copy day after day. Consistent contests such as a monthly Sudoku or coloring contest reap huge benefits like $100 gift cards to ESPN Zone. With this being our 50th year in publication we have stepped up our creative efforts and the production team has created various designs for our promotional items that appeal to our readers. Items included mugs, t-‐shirts, pens, mouse pads and water bottles. These items were given away at events like Discoverfest and Costume Catwalk. COLLABERATION: This year the Daily Titan worked side-‐by-‐side with on campus organizations such as Associated Students Inc. and the Titan Tusk Force. The Daily Titan put on events with their help such as the Costume Catwalk and handing out refreshments to students who commuted via the local bus routes. Not only do collaborations benefit our campus community but our advertisers as well. They are able to donate the prizes to the contests and in return their logo is placed on the ads. It benefits both their company and our readership at the same time.
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June/July 2010 Multiple Facebook and Twitter contests held in collaboration with Paramount Pictures to help keep these social media vehicles active and to encourage students to participate and interact with the newspaper while it wasn’t publishing for summer. August 2010 I Do it Daily began. Ads were published twice a week and winners were chosen and published once every two weeks. Prize is a DT Swag Bag. Business card bonus began. On any new client walk up, the account executives collected business cards and these were put in a drawing for the week. The winner receives $25 to Yard House! At Discoverfest the Daily Titan hosted two coffee and doughnut stands along with handing out a morning paper. The Advertising Staff worked together on the morning of the first day of classes to put balloons up at every newsstand to draw attention to the newspaper and promote students to pick one up. September 2010 The Daily Titan provided doughnuts, coffee, the paper to students to kick off the school wide Block Party The Annual In-N-Out hidden logo contest promo ran everyday throughout the month. Sudoku contest ran throughout the month. The first person to turn in all 14 sudokus correctly won $50 to Yard House October 2010 Create Gus’ Halloween contest Costume Catwalk-school wide, collaboration with ASI and Titan Tusk Force November 2010 Client of the Month established, whoever ran in the previous month was put into a drawing. The winning client received an online leader board ad for a month for free! The Daily Titan advertising staff participated in the college of communications canned food drive contest and donated food to a local charity. December 2010 Holiday thank you bags were sent out to each account executive’s top three clients of the semester. Each bag contained DT Swag, along with cookies to thank them for their business.
A thank you ad was also placed in the final edition of the paper, thanking the clients for their business. The Daily Titan advertising staff collected toys for the CSUF Titan Toy Drive that benefits local, underprivileged children. January 2011 First day of classes prize pack including a Daily Titan swag bag and tickets to The Aquarium of the Pacific will given to anyone who stops by the Daily Titan office. February 2011 Hosting a table at Discoverfest with two coffee and doughnut stands along with handing out a morning paper to promote readership and overall awareness of the Daily Titan. Homecoming Week collaboration with Associated Students, Inc. Valentine’s Day Date Prize Pack Promotion will be held using the Facebook and Twitter. Participants will submit either a video or 250-500 word count piece of them recalling their worst date. The winner will receive a Date Prize Pack including movie tickets, a voucher for flowers from a local florist, a box of chocolates as well as a gift certificate to Buffalo Exchange. Best Of Guide Survey Taker Winner announced through publication of the Best Of Guide. The winner receives a gift card bundle worth $200 to various locations around the city including restaurants, boutiques, theaters, etc. March 2011* Coloring Contest hosted by the Daily Titan in collaboration with Sony Music. April 2011* Crossword Puzzle Contest for the month of April. The participant to turn in the most completed crosswords wins a gift card bundle up to $100. May 2011* Sudoku Contest for the month of May. The participant to turn in the most completed crosswords wins a gift card bundle up to $100. *Tentative and changes will be made depending on collaborations in works with other companies who want to sponsor contests. Event will also be added to these months once our meeting with ASI takes place the second week of January.
Discoverfest & Blockparty
A t t h e b e g i n n i n g o f e v e r y s e m e s t e r, a l l t h e C S U F clubs and organizations have the opportunity to set up a table in the Quad to promote themselves. Tw i c e a y e a r, t h e D a i l y T i t a n a s a t a b l e t h a t g i v e s o u t D T “ s w a g ” s u c h a s p e n s , m u g s , a n d T- s h i r t s .
Stu-
dents have the opportunity to ask questions about the newspa per and can find out how to get involved. Students can also sign up to be on the Daily Titan headlines and breaking news e-mail list which keeps them up to date with the DT’s news.
Ever y year the Associated Students, Inc. of CSUF h o s t a n eve n t c a l l e d t h e B l o c k Pa r t y t o k i c k o ff t h e start of a new year!
Va r i o u s c l u b s a n d o r g a n i z a t i o n s
on campus set up stations to help students feel more acclimated.
The Daily Titan provided students
w i t h d o u g h n u t s , t e a , a n d c o ffe e s p o n s o r e d by Pe t e ’ s C o ff e e a l o n g w i t h t h e i r m o r n i n g n e w s p a p e r.
Coloring Contest
A s a wa y t o s h ow o ff t h e c r e a t i ve t a l e n t s , t h e Daily Titan runs a coloring contests during holiday months, such as Halloween.
Our production
team creates a festive template and students are encouraged to create something that “can stick to the page�.
T h e s t a ff t h e n vo t e s o n a l l t h e e n -
tr ies to decide fir st, second and third place.
The
winners receive various prizes such as tickets to the Aquar ium of the Pacific or Univer sal Studios and are featured in a ad showcasing the artist and their design.
A s o n e o f o u r b i g p r o m o t i o n a l e v e n t s t h i s y e a r, the Daily Titan teamed up with the major student organizations on campus and hosted the second annual Costume Catwalk contest.
This
Halloween inspired promotion had students strut down the Becker Amphitheatre in their most creative costumes.
The Daily Titan had local
sponsor s donate pr izes for all the contestants and crowd.
These included tickets to Universal
Studios Hollywood, Z!ba Beauty gift bags, gift c a r d s t o Yo g u r t l a n d , m o v i e m e r c h a n d i s e f r o m Paramount Pictures, amongst other CSUF swag. Hundreds of students came out to the event and enjoyed pizza and beverages provided by the Daily Titan.
Costume Catwalk
IN-HOUSE PROMO
I n e f f o r t s t o g i v e b a c k t o b o t h t h e c o m m u n i t y, e n v i r o n m e n t , a n d o u r s t a ff, t h e D a i l y T i t a n d e c i d e d t o s e t u p special activities such as participating in charity donations , the univer sities’ annual Thanksgiving canned food d r i ve , r e cy c l i n g , a n d s t a ff c o n t e s t s .
Ever y year the uni-
versity also collects toys to contribute and as the Daily Titan, we were able to donate 10 new toys to the Titan To y D r i v e .
I n a d d i t i o n t o g i v i n g b a c k t o t h e c o m m u n i t y,
the DT also gave back to the environment by continuing t o p l a c e e m p h a i s i s o n b e i n g e n v i r o n m e n t a l l y f r i e n d l y. A l l s t a ff m e m b e r s we r e e n c o u ra g e d t o r e cy c l e w i t h t h e addition of separate bins for aluminum and plastic container s and one for pa per and newspa per s .
Also, the
Daily Titan embraced it’s interior design side by holding desk decorating contests both during the Halloween and Christmas seasons.
I n k e e p i n g u p w i t h t h e w o r l d o f t e c h n o l o g y, the Daily Titan has expanded even more by using social media to boost readership. W i t h a c t i ve a c c o u n t s o n Tw i t t e r a n d Fa c e b o o k , a n eve r- g row i n g fa n b a s e o f fo l l ow ers are kept up to date on special articles, upcoming events, and also special contests that have been sponsored by the Daily Titan, Paramount Pictures, and other sponsors.
Social Media
Last Airbender Contest
In working with Paramount Pictures to promote t h e s u m m e r b l o c k b u s t e r “ T h e L a s t A i r b e n d e r ,” t h e Daily Titan hosted a social network contest via Tw i t t e r, F a c e b o o k , a n d t h e D a i l y T i t a n w e b s i t e t o allow students to submit photos representing the four ear th elements .
With several submissions to
c h o o s e f ro m , t h e D T s t a ff c h o s e t h e w i n n e r we felt was the best.
The winner received over $200
in spa treatment from Glen Ivy Day Spa.
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BLT & ASSOCIATES | The Last Airbender | 03-20-2009 | logo_120
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In-N-OUT Contest
F o r t h e s e c o n d y e a r, I n - N - O u t 速 s p o n s o r e d t h e Hidden Logo contest.
Students had to search
through various issues of the September paper s to find the In-N-Out logo.
The winner
received ten free meal cer tificates .
This was
our most popular contest of the semester as In-N-Out is a campus favor ite!
With the help of Paramount Pictures, we
paramount Promo Jackass movie premier promo event
promoted the premiere of Jackass at a local fa v o r i t e , B r i a n ’ s B a r.
We u t i l i z e d s o c i a l m e -
d i a l i ke o u r Fa c e b o o k a n d Tw i t t e r a s we l l a s our daily newspaper to promote the event. Paramount Pictures provided the event with Jackass merchandise, which we used to hold contests and gave away as prizes.
This was
o u r b i g g e s t e v e n t d u r i n g t h e s e m e s t e r.
Alloy Christmas video
F o r t h e s e c o n d y e a r, t h e D a i l y T i t a n w a s i n v i t e d t o p a r t i c i p a t e in the Alloy Media Marketing college video where colleges from around the US submitted video recordings of song lyrics s e n t b y A l l o y.
T h i s y e a r , A l l o y, t h e D a i l y T i t a n , a n d t h e o t h e r
schools that participated decided to get into the Christmas spirit with a college inspired take on “The 12 Days of Christm a s .�
Mixing old world tunes with moder n day lyrics, the
colleges sent in video submissions of them creatively singing the song.
Once all the schools had submitted their record-
i n g s , A l l o y m a s h e d u p a l l t h e s u b m i s s i o n s i n t o o n e , v e r y, m e r r y college inspired video that can be viewed on both the Alloy website as well as our Facebook.
Coupon book In working to promote readership, the Daily Titan published a f u l l - c o l o r, 2 4 p a g e , c o u p o n b o o k w i t h v a r i o u s d e a l s a n d p r o motions from businesses around the area.
With ever ything
f r o m v e g e t a r i a n c u i s i n e t o a s h o e s t o r e t o a h o o k a h b a r, t h e coupon book well represented what CSUF students and stafulty wanted.
on top of individual ads from over 20 advertis-
ers, the Daily Titan was able to receive full sponsorship from Z!ba Beauty and in retur n, the back page spread was a Z!ba Beauty ad.
Also, when distributing the coupon book by hand,
t h e D T s t a ff wo r e Z ! b a B e a u t y t - s h i r t s fo r f u r t h e r p ro m o t i o n .
Central Michigan Life
2010 Marketing & Promotions 436 Moore Hall, Central Michigan University, Mount Pleasant, MI 48859 PHONE: (989) 774-3493 FAX: (989) 774-7804 EMAIL: advertising@cm-life.com
CMU Marketing & Promotions PUBLIC RELATIONS EFFORT: As with any other media, we are fighting to maintain our share of the pie and to drive readers to our pages. Every year we seem to face more and more outside media and online or mobile options competing for our core readers. This year we focused on a public relations blitz: Get our name in front of students as often as possible in as many forms as possible. Also, get them in the paper as often and as much as possible to get them to pick it up. Our overall goal was to promote awareness of our print product, Central Michigan Life while also building traffic of our online product, www.cm-life.com. We wanted to work on building our brand on our Best of Central Michigan special edition and website. Our efforts included projects, events, sponsorships and activities for both campus and community audiences.
Central Michigan Life
We hired one Public Relation Intern (300 hours) per semester to oversee the completion of all our projects. The PR interns each had the assistance of 4-8 other interns (40 hours) plus the advertising staff of CM LIFE. Their responsibilities in general were to: 1) Coordinate events and activities; serve as liaisons between Central Michigan Life and campus departments; attend community organizational meetings and activities. 2) Run reader promotions and contests; 3) Online forum postings; blogs; Facebook and Twitter updates; 4) Gorilla marketing such as classroom chalkboards; sidewalk chalking; flyer and poster distribution on campus; etc. The overall efforts were very successful. There was a continuing improvement in our relationship with the Athletics Department as well in the community with the Central Michigan International Film Festival; and with advertisers who saw the efforts we made. Rack returns were reduced to 5-10% and online readership were up almost 10%. Advertisers were seeing the results of eyes on pages, resulting in advertising revenue was growing more than 10% over 2009.
PR Calendar SPRING SEMESTER JANUARY-FEBRUARY
READER/ADVERTISER PROMOTION: ROSE ROWDIE GIVEAWAY. Central Michigan Life produces a “special” four-page section for the basketball fans to hold up at home basketball games. The advertisers who help support this section, donate prizes to be given away to the rowdiest fan. Our advertising staff photographer and public relations intern take a picture of an unsuspecting “ROWDIE” at each home game. The picture is published in CM LIFE the next available issue. Last year’s winners won $50 at the local Casino’s sports bar and a large pizza from Cottage Inn. We utilized our facebook as well to encourage people to pick up a paper and find out who won.
FEBRUARY
Central Michigan Life
READER/ADVERTISER EVENT: HOUSING FAIR. This event is held on campus and hosted by Central Michigan Life. We promote this event with full-page advertisements, online ads, social media, chalkings, posters and flyers throughout campus. We bring more than 1,000 students in to talk with area apartment complexes and landlords. CM LIFE has a table and hands out our Apartment Life magazine. This event is a public relations effort for our largest group of advertisers… apartment complexes make up 10 of our top 20 accounts. This free event is a thank you to them for their loyal business. This event also helps promote CM LIFE as a source for the latest and most complete information on apartments in the Mt. Pleasant community. READER PROMOTION: VALENTINES DAY. This reader promotion is all about the love. We promote free liners (plus paid options) for Valentine’s Day to readers in print and online. Readers that placed ads are entered in a drawing for dinner and movie for two from a local restaurant and a local movie theatre. Last year we added a Facebook event page; did ongoing reminders on the CM LIFE facebook; ran daily newspaper ads; did flyers and classroom chalking; and set up a table at the University Center and the Student Activity Center. It is a small promotion, but it makes us all feel warm and fuzzy inside!
MARCH
COMMUNITY: CENTRAL MICHIGAN FILM FESTIVAL. Central Michigan Life works with the local cinema and the College of Communication and Fine Arts to put on an annual film festival in Mt Pleasant each March. This provides high visibility to CM LIFE, and wonderful cinema opportunity to CMU students and the local community. The festival showcases 20-25 films from around the world. (Films that we do not get because of the size of our market). CM LIFE PR Interns take care of all the promotions of the event: newspaper ads, posters, table tents, bus shelter posters, flyers, radio spots, interviews and chalking.
436 Moore Hall, Central Michigan University, Mount Pleasant, MI 48859 PHONE: (989) 774-3493 FAX: (989) 774-7804 EMAIL: advertising@cm-life.com
Central Michigan Life
Promotional Ad
ROSE ROWDIE PROMOTION
Special Edition 436 Moore Hall, Central Michigan University, Mount Pleasant, MI 48859 PHONE: (989) 774-3493 FAX: (989) 774-7804 EMAIL: advertising@cm-life.com
PR Calendar FEBRUARY-APRIL & SEPTEMBER READER PROMO: BEST OF CENTRAL MICHIGAN. Central Michigan Life produces a
special section every fall dedicated to reader’s choice votes for the BEST OF CENTRAL MICHIGAN. In 2010, we celebrated our 10th anniversary of this edition. For this special issue, we started our planning early to make it a multi-media experience for our voters, readers and advertisers. Meeting in February, the PR staff brainstormed to add a new bribe event to encourage more print ballots, a Facebook event page to push for more online voting, a highlight video featuring select winners and a re-design of the bestofcentralmichigan.com website. Traditional promotions such as newspaper ads, posters, flyers and chalking were also part of the plan.
Central Michigan Life
For our advertiser participation, we decided to try to build more excitement from our local businesses by getting them involved in the reader voting. The thought behind the “Best of Bribe” pages was advertisers would invest in encouraging voting, giving them more buy-in into the process, and thus securing their interest in the results and “pre-selling” them into the fall 2010 special edition. The package included a weekly advertisement encouraging readers to vote for them; an opportunity to place promotional items in a “bribe bag” to be handed out at select events; and a ballot box to be placed in their business to encourage their customers to vote. The PR staff promoted BEST OF VOTING by handing out the bribe bags at special events, such as the Live Earth 5k Run and the CMU Spring Football tailgating. In addition, we set up tables at the University Center and the Student Activity center. (The bags were stuffed with freebies from the businesses who participated in the bribe event. The freebies included coupons, pens, magnets, and menus. CM LIFE also placed promotional items in the bags. We included t-shirts, coupon books, apartment guides, newspapers(with a Best of Central Michigan ballot published in it) and last year’s copy of Best of Central Michigan. We also included information on where to go to vote online and what businesses had ballot boxes to leave their entries. A special Facebook event page was created and launched the day the print ballots started running in Central Michigan Life. Local businesses and campus groups on Facebook immediately started sharing and the online voting took off on its own! Between midnight March 31 and midnight May 2 more than 1,090 online votes were cast. This was 5x more than the 2009 voting. And for the first time, online voting surpassed print votes. By the end of the contest, we had more than 1,400 votes for the 2010 Best of Central Michigan. This was a 3x increase from 2009. The PR staff also produced promotional video posted to the CM LIFE facebook page and to bestofcentralmichigan.com to promote the 2010 special edition. In addition, a 7-minute highlight video was created and posted to both CM LIFE facebook and to the Best of Central Michigan website.
436 Moore Hall, Central Michigan University, Mount Pleasant, MI 48859 PHONE: (989) 774-3493 FAX: (989) 774-7804 EMAIL: advertising@cm-life.com
http://www.bestofcentralmichigan.com
Bribe Flyer
Web Ad
Central Michigan Life
Highlight Video
BEST OF CENTRAL MICHIGAN PROMOTION
Special Edition
Ballot Boxes
436 Moore Hall, Central Michigan University, Mount Pleasant, MI 48859 PHONE: (989) 774-3493 FAX: (989) 774-7804 EMAIL: advertising@cm-life.com
PR Calendar FALL SEMESTER AUGUST
Central Michigan Life
EVENT: BACK TO SCHOOL. Distribution to apartment complexes and residence halls. Our back to school issue comes out on move in day, the Thursday prior to school starting. This requires us to alter our delivery method in order to get the product into more student hands. Our PR staff implemented personal, door-to-door delivery to all of the major apartment complexes and the residence halls. The staff hand stuffed more than 2,000 bags to hang on door knobs. Our remaining papers were delivered to our racks in the community and on campus. The earlier delivery of our product to students moving in helps our advertisers who rely on the surge of business during those critical move in days. Additional papers are also distributed at the Main Stage/Welcome back event hosted by Residence Life and Student Life. CM LIFE advertising, editorial and public relations staffed worked the CM LIFE table. This is a great introduction to the thousands of new freshmen on campus.
Prepping for delivery.
AUGUST-SEPTEMBER
READER/ADVERTISER EVENT: Wares Fair/Fire Up Fest. Sponsored by Central Michigan Life and
CMU athletics. Our largest reader event of the year, literally is a big tailgating, pep rally, FREE FEST. This event brings the local business community and the student body together for a big party. More than 100 businesses hand out freebies, and give away door prizes. Athletics pumps up the crowd with a big pep assembly. This all takes place the day before the first home football game. More than 8,000 students and community members attend. CM LIFE gives away bags stuffed with papers, apartment guides and coupon books filled with offers from local businesses and foam footballs. This is our biggest event of the year. Promoted through full-page advertisements, chalkings, bus shelter posters, residence hall meetings and flyers throughout campus. There is also a Facebook events page managed by CM LIFE and CMU Athletics. The campus and local radio stations set up live remotes as well to encourage attendees. When the gates open for the event, the line is wrapped several hundred yards down the sidewalk.
SEPTEMBER
RESIDENCE HALL MEETINGS. In an effort to reach out to more freshmen and getting them to pick up the paper and read earlier in their college experience, our PR interns coordinate with Residence Hall directors to make presentations at hall council meetings. The PR interns accompanied by a representative from the newsroom discuss the importance of CM LIFE on campus, introduce them to the sections in the paper, where to find the paper on campus, what days we publish and then answer any questions they might have. The PR intern will then do giveaways (CM LIFE t-shirts) by asking questions about what was presented to them. 436 Moore Hall, Central Michigan University, Mount Pleasant, MI 48859 PHONE: (989) 774-3493 FAX: (989) 774-7804 EMAIL: advertising@cm-life.com
Central Michigan Life
WARES FAIR PROMOTION
436 Moore Hall, Central Michigan University, Mount Pleasant, MI 48859 PHONE: (989) 774-3493 FAX: (989) 774-7804 EMAIL: advertising@cm-life.com
PR Calendar READER PROMOTION: MOST SPIRITED CMU FOOTBALL FAN. Similar to our basketball promotion, CM LIFE sets up a tent at CMU home football games and encourages fans to participate in the our most spirited fan contest. Fans can pose individually, with a friend or in a group. CM LIFE PR photographers take pictures and have the fans sign an entry form to participate. The pictures are then posted to a survey, accessed through our website, cm-life.com. Readers can then vote on the most spirited fan from the last game. Voting is also encouraged via CM LIFE Facebook postings. The fan photo with the most votes during the week wins an IPOD, donated from the CMU Bookstore in exchange for promotional mention. Winners are notified through promotional ads in the paper.
OCTOBER
COMMUNITY/READER: MT. PLEASANT BUSINESS EXPO. Hosted by the Mt Pleasant Chamber of Commerce, this business-to-business annual event puts us face to face with 200 area businesses. CM LIFE advertising, editorial and public relations staff works the CM LIFE booth. This is a great event for interaction with our community readers as well.
NOVEMBER
EVENT: FALL HOUSING FAIR. This event is held on campus and hosted by Central Michigan Life. We
promote this event with full-page advertisements, online ads, social media, chalkings, posters and flyers throughout campus. We bring more than 2,000 students in to speak with area apartment complexes and landlords. CM LIFE has a table and hands out our Apartment Life Magazine. This event is a public relations effort for our largest group of advertisers… apartment complexes make up 10 of our top 20 accounts. This free event is a thank you to them for their loyal business.This event also helps promote CM LIFE as a source for the latest and most complete information on apartments in the Mt. Pleasant community.
Central Michigan Life
YEARLONG-ONGOING
READER PROMOTION: WHO READS CM LIFE. As newspapers continue to struggle for readership and relevance, and headlines continue to promote the gloom and doom of the printed word, we wanted to tell a different story. In our small market, the story is different. And as a college newspaper, our story is different than some. Not only is our readership amongst students still high, but our readership within the community of Mt. Pleasant continued to grow through 2009. We wanted to showcase, not only to our readers, but primarily to our advertisers, who reads CM LIFE and the diversity of our readers. The PR staff brainstormed how to tell the story and we chose a testimonial campaign titled “Who reads CM LIFE?”. The campaign was designed to have two stages in 2010. In the spring semester of 2010, we targeted student leaders, community leaders and CMU faculty and staff. In the fall semester of 2010, we featured average students and local business owners. The PR staff coordinated the photo shoots, creating the testimonials and proofing the ads. The testimonials were used in other promotional materials as well. We included the testimonials on our advertising website for future advertisers to read; we added them to our bi-monthly email newsletter to our existing advertisers; we used them as rack posters (when we didn’t have paid advertisers in place) around campus; and we added them as a photo album on CM LIFE’s Facebook page. (Readers can interact through TAGS and LIKES!). The promotion has been very successful. It has a graphic element that is recognizable; when people are asked to do a testimonial, they remember previous ones that have run; and advertisers have commented about the diversity of our readership. It has been a great way to tell our story. ONLINE/SOCIAL MEDIA PROMOTIONS: Our online marketing has always been strong at CMU. Long before many college papers were using Facebook or Twitter, CM LIFE was heavily active in both. CM LIFE Facebook and Twitter updates are done several times a day. The PR staff uses social media on publishing days to enourage local readers to pick up the paper. They will reference stories, photos and special ad deals. (This is also done from their personal Facebook and Twitter accounts, creating more interest among their friends and followers.) On non-publishing days the emphasis is on sharing links to posts on cm-life. com. Our editors are also involved in promotions, posting breaking news on both Facebook and Twitter. During 2010 our Facebook fans/likes grew from 1,200 to more than 3,800, one of the largest following for a college newspaper in the US. Our Twitter followers continue to grow as well, now exceeding 2,800. Our consistent efforts have made CM LIFE not only one of the most followed college papers, but the most followed in our community. In addition, CM LIFE has both FLICKR and VIMEO accounts to help promote the work of our photographers and videographers and drive readers back to our website. 436 Moore Hall, Central Michigan University, Mount Pleasant, MI 48859 PHONE: (989) 774-3493 FAX: (989) 774-7804 EMAIL: advertising@cm-life.com
WHO READS PROMOTION
Central Michigan Life
Thank you gift.
Promotional Ads
Rack Posters
Facebook Photo Album/Wall Posts
436 Moore Hall, Central Michigan University, Mount Pleasant, MI 48859 PHONE: (989) 774-3493 FAX: (989) 774-7804 EMAIL: advertising@cm-life.com
Best Newspaper Marketing/Promotion Plan
The Daily Vidette Illinois State University
Best Newspaper Marketing/Promotion Plan: GOBLONO.com GOBLONO.com is the Daily Vidette’s and Bloomington-Normal's newest online guide to help the ISU Community connect with local businesses. GOBLONO is different from any website is different from any print directory the Daily Vidette has had before. GoBloNo features restaurants, bars, realty companies, movie theaters, hair salons, shopping establishments, and even hospitals. Users can search the entire directory, click on keywords, or browse through one of four catagories: eat, play, live, shop. Each page is a social media tool for users. They are able to view and submit ratings and reviews and then share the page to Facebook or Twitter. Business menus and brochures, store hours and the location of businesses and a direct link to your website are an added bonus for users looking to learn more about your company. This past fall, we launched GOBLONO.com here at Illinois State University. To promote this new interactive tool, we had a strategic marketing plan that involved various different steps. In the following document I will highlight these different aspects and describe in detail the idea behind GOBLONO and the promotional plan we implemented. One of the most critical components to any business plan involves extensive marketing and promotion. To have a fully functional and useful marketing plan, there are various steps to follow. Regardless of the product, it is important to target and reach your prospective customer base. For this reason it is important to carefully research, plan, and execute the chosen marketing strategy. To begin, we did a situation analysis or a synopsis of the market landscape, which included an overview of competitors, target customers, and business needs. These days, the newspaper industry has various competitors. However, as a college newspaper, our target market is mostly college students. Nonetheless, we do have various competitors like couponbooks, different mailers, and the Pantagraph, the local newspaper. However, away from print, in Bloomington-Normal there is very little competition in terms of online products like GOBLONO.com. Description of Marketing & Advertising Plan Any new product requires marketing and promotion. The following promotion plan outlines the promotional tools or tactics we used to accomplish our marketing objectives. To start, I will discuss in detail some of the marketing and advertising tactics we plan to use in order to gain viewership of not only videtteonline.com, but GOBLONO.com. Because the Daily Vidette has various outlets for advertising, we started with the resources within the closet reach. The first advertising outlet we used was the newspaper. Leading up to the launch date and throughout the semester, we advertised GOBLONO.com and the four different sections eat, play, live, and shop. Each ad was tailored with a tagline specific to the section it was promoting. In addition to that, the tagline used the filled in O’s to further brand the GOBLONO idea. In addition to that, the picture in the ads, are younger looking adults doing an activity similar to the tagline. In addition to the newpaper, we also had AdRax posters above our distribution locations with posters in them. To ad to these two formal uses of advertising, we also used Facebook very heavily. Lastly, we used chalking the quad to generate some more interest and brand awareness. Marketing & Advertising Costs The cost for all three of these was relatively low. With the newspaper advertising, it only cost us extra money if we added pages because those pages were not sold. For this reason, costs were minimal and at least three times a week the GOBLONO house ads were in the paper. The AdRax were also free, because we did a trade with a client and they paid for the printing costs. Chalking for the semester came out to $15 and seemed to be pretty affective with brand awareness. Advertising costs were thankfully very minimal, making the marketing part of our promotional plan fairly inexpensive.
Advertising Tool/Tactic
Cost
Newspaper Advertising
$100.00
AdRax Advertising
$0.00
Chalking the Quad
$15.00
$0.00
Description of Promotional Plan The major component to our promotion plan is the description of the planned promotional tactics. There are many promotional tools, but with limited financial resources it requires multiple trades. However, the most important thing is that promotions fit together with and support your selling strategies and your company image. GOBLONO is based off the fact that many students call Bloomington-Normal, BLO-NO. For this reason, we decided to have a couple different promotional items. We had two of our largest accounts sponsor GOBLONO t-shirts. We ran advertisements in the paper, passed out flyers and made Facebook statuses talking about how students could get the free t-shirts. Also, in at the beginning of the semester we gave away two tickets to three readers for making a comment on our GOBLONO website. The tickets were to see Wiz Khalifa, a popular rapper, at a fundraising concert sponsored by a fraternity. Promotional Plan Costs Our promotional costs were relatively low as well. The t-shirts would have cost us $600.00. However, we were able to get two of our larger accounts to sponsor them. Next semester, we hope to get another sponsor so we can get more shirts. In addition to the t-shirts we bought water bottles and put GOBLONO labels on them. The cost was also minimal on this because we already had labels in the office. The only cost was of the water bottles which ended up being about $45.00. Lastly, for the Wiz Khalifa concert, we worked closely with Sigma Phi Epsilon an active social fraternity on campus. The fraternity ran three color advertisements leading up to their concert. In exchange for the advertisements, the Daily Vidette was given six tickets to give away to fans that made comments and ratings on GOBLONO.com. Promotional Tool/Tactic
Cost
GOBLONO T-shirts
$0.00
GOBLONO Water Bottles
$45.00
Wiz Khalifa Concert
$0.00
Business objectives Through these promotional and marketing efforts, it was our hope to increase viewership on videtteonline.com and build viewership on GOBLONO.com. Our plan has been successful on gaining views, through our multiple media outlets, concert giveaways, and t-shirt incentives. Numbers, in term of page views were significantly down since the implementation of our new website, videtteonline.com and we have already seen a very positive increase.
Execution Timeline Please find attached a document that outlines GOBLONO.com promotional calendar.
Newspaper Advertisements Leading to the launch of GOBLONO, we ran various house ads. The first one was a front page banner ad and was the only time we have ever had a front page advertisement. The other four advertisement included taglines that pertained to the particular section it was advertising, eat, play, live, and shop.
AdRax Posters In addition to newspaper advertising, we have AdRax posters above our various newspaper distribution locations. These 21” x 17” glossy posters act as billboards at various locations around campus.
Chalking the Quad We had various staff members chalk the quad weekly promoting GOBLONO.com and videtteonline.com. Chalking the quad is easy and fairly in expensive. For this reason we were able to do it in various locations throughout campus.
Facebook Because GOBLONO is online, we utilized Facebook a great deal. We made statuses about giveaways and prizes to insure engagement with our users. In addition to that, we gave t-shirts to people if they became a fan of the GOBLONO Facebook page or if they “liked” a status.
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madison101 2010-2011
Madison101 is the annual guide to JMU and Harrisonburg that is distributed to 7,500
Advertising Rates
students over the summer and next fall.
New in 2010! All ads include Full Color for
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Back Page: 30% Premium ($845) Inside Covers: Add 20% to total ad cost
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Ad Reservation Deadline
March 3rd Serving James Madison University Since 1922
G1 Anthony-Seeger Hall MSC 6805 James Madison University Harrisonburg, VA 22807
Phone: (540) 568-6127 Fax: (540) 568-7889 thebreezeads@gmail.com
Best Newspaper Marketing Promotion Plan It’s easy to market your newspaper when you are given a budget for promotional items, and the editorial department is in charge of their own marketing. At our university, we are not so lucky. Our department administration does not believe much in “marketing”, the editorial department is not involved in promoting their own product because they’re all focused on trying to win a student Pulitzer, and amidst university budget cuts of over $64 million dollars, there is no promotional budget for branded freebies or “swag”, and there is only one paid person in this department. There’s no bigger taste of reality for students wanting to find a cushy “marketing” job after graduation, than to take on the challenge of this job. They must find creative ways to promote the newspaper with a group of volunteers, zero budget, and no cooperation from the very entity they must promote. While this may seem like an insurmountable task for most, and many would run screaming from this challenge, my marketing students dive in head‐first alongside me, challenging ourselves to stretch our imaginations to create campaigns that create a buzz about our paper, our products and our department. They must find multiple messages to reach different types of student and client interests. Most college newspapers see an 86% readership on their campus. As a result of great journalism, paired with our dedicated and creative marketing team our campus can boast a 93% readership from our students!! dedicated and creative marketing team, our campus can boast a 93% readership from our students!! Every year we try to increase readership to The Daily Reveille, and in 2010 we had a diverse strategy to increase readership of both the printed version and online products. To increase readership of the printed paper, we had a 10‐step approach: 1. Increase distribution points on campus and in the community • Off‐campus added 8 key additional locations, to bring our total to 60 p y , g • On‐campus added 6 additional locations, to bring our total to 140 2. Hand to hand distribution of particular issues • First day of the semester our editorial and advertising team hand out copies of the paper in high traffic areas • At graduation ceremonies we hand out copies of our graduation/stress‐busters guide to visitors • At home games, we distribute an additional 2,000 papers from Friday to tailgaters on campus 3. Ongoing marketing effort to promote the student “personals” classified section to create buzz and interest in the paper 4. Create clever campaigns to create awareness about the paper • Personals • Classifieds campaign • I H t St d t M di I Heart Student Media 5. Created new products for students to use and promoted their existence with ads and campaigns • Online Dining Guide • Online Housing Guide • Valentine’s Day “Shout‐Out” page • Online Puzzle Page with new puzzles and answers to daily printed puzzles • Mobile and Online Coupons Mobile and Online Coupons 6. Sold highly sought after items reproduced by the paper • Mike the Tiger “Sneaux Day” collages • National Baseball Championship posters • Photo reprints
Best Newspaper Marketing Promotion Plan 7.
Sponsorship of Student Media events and promotional campaigns to increase awareness • Annual Spring Living Expo • Spring Alcohol Awareness • Safety Ads about texting while driving 8. Offer some student “help” messages and PSA campaigns to attract attention to the paper as THE source of information • Welcome back ads • Drop date reminders • Finals reminders 9 9. P Promotion of the paper and additional paper operations (like advertising and design) through ti f th d dditi l ti (lik d ti i d d i ) th h testimonial ads/hiring campaigns about the benefits of working for the newspaper • Hiring Testimonials • I heart Student Media 10. Marketing office conducted a survey on readership regarding our direct competitor on campus, a weekly publication we’ve never addressed “head‐on” in sales competition • We shared and discussed the results with the sales team We shared and discussed the results with the sales team • Editorial was invited to our presentation and participated in discussion about how to take whatever market share they have with editorial changes • We created a simple presentation that was just being shared with clients in December 2009 • That publication after being challenged as a “university newspaper” with our client presentations, has now re‐branded itself as a community newspaper – what it truly has been for many years!! VICTORY!!!!!! yy
Personals Ad Campaigns
Personals Ad Campaigns ‐ Holidays
Classified Ad Campaigns
Living Expo advertisements
Reveille reprints & product advertisements
Ads promoting online guides
Ads promoting mobile & online coupons!
Alcohol Awareness Ads
Hiring Ads – Testimonial Campaign
Testimonial Campaign for Student Media
Best Newspaper Marketing / Promotion Plan Each Fall and Spring the university hosts a housing fair. The State News has attended the fair for many years handing out the usual promotion items, such as pens. With such a great opportunity to get in touch with students and housing owners it seemed like a waste to not get the most out of this interaction. This year, instead of spending money on promotional items we decided to focus on promoting our own new product the Online Housing Guide. We had pitched this to off-campus housing companies as a place to list their apartment complexes and show off their amenities. It allows students to search for housing by whatever is important to them; price, location, amenities, etc. In order to create a tool that would be useful to the students we needed to ensure that all of the properties they were interested in were listed on our Online Housing Guide. Property owners are all familiar with the Fall Housing Guide that publishes just before the housing fair, but many had not heard about our online component. Account Executives focused on selling a listing online to compliment the one that they were running in our printed guide. As an incentive to get the properties to have their listings launched in time for the housing fair we offered that they would be included in our house ads promoting the Online Housing Guide.
Account Executives signed up to work the Housing Fair in shifts and made their rounds to greet their clients as making sure they knew we were showing students how to use the Online Housing Guide. If youâ&#x20AC;&#x2122;ve ever been to a fair, you know the amount of free stuff given out at these events. In order to compete with all of the free cups, pens, bags, and candy we knew we needed something to draw the crowd to our table. In exchange for process color on an ad we asked one of our regular advertisers, Buffalo Wild Wings for $600 in gift certificates that we could use for drawings at the Housing Fair. We also told them their logo would be included on the entrees for the drawing and on an ad after the fair announcing the winners.
is entering YOU to Win $25 at
Name: Phone: Email:
Armed with gift certificates for wings we were approached by hundreds of students at the housing fair. We talked to them about our Online Housing Guide and showed them how to sign up for our email subscription. Having laptops available at our table allowed the students to interact with the Online Housing Guide and also subscribe to our daily email subscription right on the spot. As a result we collected over 200 email addresses for our email subscription and created reader involvement. These students not only knew how to navigate our housing website but also would be receiving daily emails with the top news stories. After the fair we ran an ad thanking the students for visiting us at the Housing Fair and announced our lucky winners of the Buffalo Wild Wings gift certificates.
Schedule of Promotional Events September Week 2: Follow-up with clients on Fall Housing Guide promotion and check in about adding the Online Housing Guide
Week 1: Account Executives were given the Fall Housing Guide promotion, they begin pitching to clients
Week 3: Deadline for Fall Housing Guide promotion, follow-up on final decisions from all clients
Week 4: Deadline for decision to participate in the Online Housing Guide and be included in house ad
October
Week 7: Online Housing Guide house ad publishes with list of all participating properties listed on the site
Week 6: Online Housing Guide listings all launch House ads and teasers about upcoming guide publish Week 8: Attend Fall Housing Fair to show off Online Housing Guide and sign-up students for email subscription
Week 5: Finalize listings for Online Housing Guide, help clients update and create accounts
is entering YOU to Win $25 at
Name: Phone: Email:
Week 8: Run ad congratulating the winners of the Buffalo Wild Wings gift certificates and thank everyone for visiting us at the Housing Fair
Newspaper Marketing/Promotion Plan The University Times UNC Charlotte Seeing the need for increased readership and awareness of both the newspaper and website, the staff at the University Times planned and participated in several promotional events throughout summer and fall semester. Staff members tried to include house ads in every issue of the paper and host or participate in special events each month. They hope to continue the efforts throughout the spring semester. SOAR Starting in June, representatives of Student Media participated in Student Orientation and Registration (SOAR) sessions. At least two students and one professional staff member worked at the Student Media table to promote all areas of Student Media including The University Times and Nineronline.com. This was an opportunity to hand out issues of the Survival Guide to freshmen and transfer students and to inform them about the twiceweekly newspaper, and website. Workshops In August, Student Media Workshops were held to introduce/promote all areas of Student Media including The University Times, Nineronline.com, Radio Free Charlotte, Sanskrit and Student Media Marketing. For two days before the start of the semester, students were introduced to each area of Student Media, trained and considered for employment. This again, was another opportunity to promote the newspaper and website. House Ads Another component of the marketing plan are house ads. House ads started running to promote The University Times and Nineronline.com in August. These include ads to draw general interest to all our departments, highlight employment opportunities within Student Media, and recognize the Employee of the Month. During the SUN Conference our production team took home first place for a house ad that was created to promote the new Radio Free Charlotte. Impromptu Racks The University Times is distributed all through campus and what better way to increase awareness than to increase the amount of places you could find the paper. Some of the people at Student Media began this trend and it caught on quickly with others. They would pick a few papers out of the racks on campus and just leave a few in their classes or on a bench nearby or on the lunch table. These uncommon impromptu racks gained the awareness of students who would just be passing by or coming in for the next class.
Rack Posters Posters were placed in newspaper racks around campus to promote the different areas of Student Media, especially The University Times and Nineronline.com. These stayed up during the entire fall semester. Niner Knowledge Niner Knowledge started appearing before movies in the Student Union Theater. Sponsored by The University Times, these were slides that displayed UNCC trivia. It was, and continues to be, a goodwill effort by the University Times to provide students with information about the University. Delivering Papers The idea to deliver papers to all of the freshman doors has been put in place for the spring semester. The papers will be put in sleeves and hung on the doorknobs of rooms reaching nearly 2,000 freshmen. The idea is to increase awareness of the University Times among those who are new to the campus. The program will continue through the years. Our hope it that four years from now every student will have had an issue of the University Times hung on their door at some point during their college career making the University Times more of a household name. The increased awareness on campus should lead to more awareness of the paper off campus as well, leading to higher revenue generation in the long run. Canned Food Drive For the month of November we held a canned food drive, each of our departments had their own drop off box. All the collected goods were donated to First Harvest; we raised over 60 pounds of donated foods. The marketing department raised the most amounts of canned food donations. We promoted the event with fliers, newspaper ads and TV screens in school buildings. Our goal was to raise awareness of Student Media while helping a worthwhile cause.
mn
DAILY deal
Category 3D: Best Newspaper Marketing/Promotion Plan The University Daily Kansan has had a loyal readership at The University of Kansas for more than 105 years. That audience is something we at The Kansan work hard to both maintain and grow. 2010 was a challenging year for college media nationwide to maintain readers and The Kansan was not immune to these challenges as our target audience of students have more options to receiving their news and information than ever before. Therefore The Kansan’s 2010 promotional plan was centered on interactive promotions that rewarded our current readers in print and on-line as well as attracting new readers to both products. To ensure the success of these products and events The Kansan developed several print and online campaigns to drive traffic to the web site and increase awareness. Our common theme was to reward our current readers as much as possible while attracting new readers through promotions and in some cases merchandise. Newspapers do not work without readers and therefore we strive to maintain the audience we currently have while at the same time growing it through as many methods as possible. One of the first ways we’ve done this is to build brand loyalty with freshmen from day one so that they will continue as readers for the four to five years that they are students. Every Fall the University holds a week-long event known as Hawk Week on campus where 4,000-5,000 freshmen and transfer students learn more about the university and all it has to offer. The Kansan had a large presence this year at Hawk Week handing out thousands of t-shirts with our logo on them. These shirts not only built loyalty immediately with new students but as they were worn around campus throughout the year they helped brand the paper even further and were major contributors to 86% of freshmen reading the paper at least once a week. One of our most successful promotions was a campus wide contest in conjunction with Kansas Athletics called “The Search for the Shirt”. Students were asked to brainstorm a slogan for a new Gameday shirt that would sum up pride in KU athletics, submit their slogan via our web site and finally vote for their favorite slogan after it was narrowed down to five finalists. Over a hundred students submitted slogans and over 600 voted to determine the winning slogan, “Calling us fans is an understatement”. The student who submitted this slogan was given a prize package from both us and the Athletics department that included an I-pad and an autographed basketball. Nearly a hundred students submitted slogans and over 600 more voted to determine winning slogan. To date nearly 2,000 of these shirts each with The Kansan’s logo and web-site address on the sleeve have been sold to both students and non-students alike. These shirts are consistently seen worn at both basketball and football games drawing the attention of national TV audiences. In addition to that exposure the promotion helped the student body’s voice be heard and kept them reading each day and you can see students wearing them on nationally televised games. Submitting slogans on-line and voting for them on-line were also factors in helping continue to grow our web traffic this past year as our readers interacted with www.kansan.com through this promotion. Beyond shirts we also look for other ways to reach our audience. To help combat a trend of some students missing our distribution racks as they were outside their field of vision we made ad campaigns on laminated flyers to help draw their attention. One ad campaign was made to resemble stop signs reading “STOP *Grab a UDK*.” Another campaign displayed some of the most dynamic headlines from our paper from the previous month to encourage our readers to pick up a copy of the paper. We are always looking for ways to reach as many potential readers as possible. During football season we team with the Student Union to directly hand out thousands of copies of our weekly sports section “The Wave” to fans on their way to home football games. Not only did we hand them out to students but we were also able to reach the broader audience of alumni, parents and
other visitors and provided added value to our advertisers in the section. For Fall Homecoming we had a presence in the parade of not only a float but also of students handing out copies of our Homecoming edition to the assembled crowd. And for three hours every Wednesday during the summer Kansan students handed out hundreds of copies of the summer paper while at the same time wearing shirts around campus promoting the “Every Wednesday” aspect of the summer paper as well. As new student orientation groups toured campus this summer this strategy helped us build a relationship with incoming freshmen immediately. Through Kansan Readership Rewards we hit campus on a weekly basis to find random students who were reading the paper and rewarded them with the aforementioned Kansan and Gameday t-shirts but also with merchandise from participating sponsors. Students won prizes ranging from gift certificates to local restaurants to t-shirts to local bars. Many of the students who won these prizes were promoted in the paper in promotional ads that helped to reinforce the value of using our products daily. All of these were contributing factors that helped us keep our readership steady and therefore gave us the freedom to expand our distribution to new off-campus locations such as apartment complexes and hotels, thus allowing our audience to continue to grow. The Kansan has also executed many co-promotions in the last year to help promote not only ourselves but our advertisers as well. One example of this is our Back to School edition where we carried out a promotion called “Hawk Ticket”. In order to participate in Hawk Ticket advertisers/sponsors had to purchase at least $1,000 worth of advertising in the Back to School edition and also gave away $500 worth of merchandise at their respective stores. When the issue was published we had our normal distribution but we went the extra mile to ensure that the issue was seen by as many as possible. Student housing allowed us to hang a copy on nearly 3,500 dorm room doors and we also hung over 2,500 copies on the doors of student-centered, off-campus apartments. Once they got the issue hundreds of students cut out and filled out Hawk Ticket ballots taking them in to over 10 different participating sponsors and dropped the ballots off in the Hawk Ticket ballot boxes and in the process created amazing walk-in traffic for these sponsors. This promotion culminated during the first week of class at The Kansan’s “Back to School Party” at Abe and Jakes a large local night club where nearly 800 students attended the event as over $7,500 worth of prizes were given away as the winners were drawn from each Hawk Ticket sponsors. Many of the Hawk Ticket sponsors were given a promotional presence at the party as well as our own promotional presence as students danced the night away beneath banners from The Kansan. As students left for the evening we passed out bags filled with our own merchandise and special products . This entire promotion helped us increase our Back to School revenue by over $10,000 and again helped us build a relationship with our audience from day one that they were on campus for the Fall. In addition to promoting both ourselves and our clients we also look to give back as well. After earthquakes ravaged Haiti we partnered with the Red Cross in a series of ads encouraging students to donate directly to the Red Cross. And while our weekly entertainment section Jayplay may feature drink specials for local bars we also run in it a series of ads encouraging students to “Drink Responsibly”. In this challenging time for newspapers The Kansan pushes on. Through promotions we’ve kept our return rates low and attracted new readers to both our print and web products. This year’s promotions plan has helped brand us not only in the short-term but through making a connection with freshmen from day one will continue to brand us in the long-term also, ensuring our prosperity for years to come.
2010 Schedule of Kansan Promotional Events Spring semester -
Readership rewards – weekly throughout semester
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“Stop, Grab a Kansan” – distribution box flyer campaign
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“Weekly Headlines” – distribution box flyer campaign
January -
Haiti relief promotional campaign Summer semester
-
“Every Wednesday” hand distribution of Summer Kansan
Fall semester -
Readership rewards – weekly
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“Weekly Headlines” – distribution box flyer campaign
-
“Drink Responsibly” ad campaign
August -
Hawk Week t-shirt distribution
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Hawk Ticket promotion/ Back to School Party
September -
“The Wave” hand distribution for North Dakota State, Georgia Tech and New Mexico state home football games
October -
Kansan/ Granada Halloween Party
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“The Wave” hand distribution for Kansas State and Texas A+M home football games
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“The Search for the Shirt” Gameday shirt contest
November -
“The Wave” hand distribution for Colorado and Oklahoma State home football games
Over 1,000 of these Kansan shirts (in the left of the photo) were given away to freshmen during Hawk Week with an additional 1,000 given away throughout the course of the Fall as Readership Rewards to students that were caught at random reading The Kansan. Throughout the course of the Fall over 2,000 of the Gameday shirts (in the right of the photo) were sold with hundreds more passed out on campus as part of Readership Rewards also. The Gameday shirt features The Kansanâ&#x20AC;&#x2122;s logo and web-site address on the right sleeve.
In 2010 one of the most successful Kansan promotions was “Search for the Shirt” which we did in conjunction with Kansas Athletics. Hundreds of students submitted slogans on-line for a new Gameday shirt and over 600 more voted on-line once the submissions were narrowed down to five. Above is the web page where students selected amongst the five finalists. The slogan, “Calling us fans is an understatement” was the winner and the student who submitted it was awarded with an I-Pad and a signed basketball from the Men’s Basketball Team. To date more than 2,000 of these shirts have been sold at both the KU Bookstores and at Allen Fieldhouse where the men’s basketball team plays. Each shirt has The Kansan’s logo and website address on the sleeve allowing our branding to continue on after the shirt has been purchased.
Through Readership Rewards we gave back to students reading The Kansan. On at least one day of the week our brand advocate team would search campus for students reading The Kansan and reward them with prizes from participating sponsors or with either our own Kansan shirts or the Gameday shirts.
For Back to School we carried out the â&#x20AC;&#x153;Hawk Ticketâ&#x20AC;? promo. Participating sponsors gave away a minimum of $500 worth of prizes. In order to win students had to go into each participating business and drop off these ballots with their name and e-mail filled out into Hawk Ticket ballot boxes. The prizes were given away at Abe & Jakes Nightclub as close to 800 students attended, danced the night away surrounded by banners promoting The Kansan and left with bags filled with Kansan promotional products.
Through a series of campaigns of laminated posters on the sides of our distribution racks we were able to grab the attention of students as they passed by them on their way to class every day. These campaigns have helped keep our return numbers steady and low. In addition to our distribution racks these posters were placed throughout campus at other high-traffic locations.
!"#$%&'$#($$)&'$(**$(+$,(-.$$ */0(.1#"$$ $2/.34$#5"/#".34$$ $ $ *1#+"33$$6"+#".34$67(#51+!$$ $ $ 3#(."3$$8$9-65$$9(.": scan this bar code with your phone to see todays deal!
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Introduction While it is the responsibility of news media to provide in-depth, accurate, and unbiased journalism for the community that they represent, it is often difficult to remember that these organizations are members of these communities as well. Because The Daily Pennsylvanian is the campus publication of the University of Pennsylvania with the greatest circulation and most comprehensive news coverage, we embrace the belief that it is our duty to become active participants in the events in which our community takes part, particularly if they represent a charitable cause. Furthermore, it serves as a reminder to our readers that we do not hesitate to embrace our community on a personal level, rather than being confined to dictating the news to students from a figurative ivory tower. Keeping these philosophies in mind our newspaper decided to be the primary sponsor for the 2010 Relay For Life held on the campus of the University of Pennsylvania on March 26-27, 2010. The Relay For Life is an annual event held in locations all throughout the country in an attempt to raise money for the American Cancer Society to benefit cancer research. Teams of individuals are formed that participate in the event by staying overnight, walking with others to celebrate the lives of cancer survivors, and by donating money in the form of individual entry fees (in addition to other money they may wish to provide). The following paragraphs will provide a breakdown of our plan with which we carried out our sponsorship. Provision of Advertising Space Our sponsorship was made official through the execution of a â&#x20AC;&#x153;Sponsorship â&#x20AC;&#x201C; Ad Trade Agreementâ&#x20AC;? between representatives with decision making powers of The Daily Pennsylvanian and Relay For Life (see attached). While the specific details regarding the sizes and format of the advertisements can be found by referencing the contract, it is important to note that the provision of advertising space in our daily publication to Relay For Life was our only deliverable required by the agreement. Relay For Life employed various buzz marketing techniques to promote their event, but the only traditional form of media used for the marketing of their event was the advertising that was placed in our newspaper. Event T-Shirts The first benefit earned by our newspaper for our sponsorship of the event was obtaining the largest and most prominent logo featured on the back of the t-shirts that worn by all of the participants throughout the duration of entire event. Every team member who participates in Relay For Life is provided a t-shirt upon their entry into the event and they are strongly encouraged to wear the shirt immediately to serve as an indication that the individual made a contribution to the success of the event. Individuals are also allowed to keep these shirts upon the completion of the event as well. Because so many members of the University community will wear the t-shirt both during and after the event, the dominant presence of our logo on their clothing will serve as a form of advertisement for our newspaper. Moreover, it is also create an association between our newspaper and a very important charity event in the minds of those who see the t-shirt.
“DP Hour” Another advantage gained by our sponsorship of Relay For Life was our ability to host an event during the Relay For Life ceremony. Our newspaper was granted a 45 minute time slot to command the center stage and the attention of all of the event participants and do with the time what we pleased. Our marketing department decided to organize a “Quizzo” contest with questions that focused on the history of our newspaper and the University as a whole. Before the day of the event it was our responsibility to obtain gift certificate donations from restaurants as a source of prizes for the winners of the contest (following the thought that offering a prize may serve as an additional incentive for participation), as well as, compose questions and determine the logistics for the event. Prior to the start of our contest, members of our marketing staff went around the venue generating interest about the contest in addition to having participants sign up to compete in the event. Once we had microphone access we were able to reach several more participants as well. Overall there were over twenty teams that chose to compete in the event, or over 100 individuals. The greatest profit earned by our newspaper through this competition was the fact that we were the center of attention of the entire event for 45 minutes. Furthermore, the event was run by staff members of our newspaper, so it gave the members of our community the chance to interact with the people involved with the newspaper. This interpersonal interaction could serve as a way to help members of our community realize that our relationship to the community is no different than theirs and that we are students just like them. Without that common ground established it is more likely that the community may feel alienated from the publication. Event Brochure Our newspaper won the right to print the brochure from the entire event and we did so by producing a four-page broadsheet in a similar format to which our newspaper is regularly printed (see attached). The brochure included a letter from the event chairs, a map of the venue, a schedule of events, a list of event participants, and several stories about the event’s history and cancer survivors. The brochure was handed out to participants as they entered into the venue (in addition to lanyards that featured the logo of our website). By producing a brochure in the format of our standard print edition it served as an introduction to the newspaper for those who may not have been familiar with it. Furthermore, it acted as a reminder to our readers about the presence of our newspaper on campus and of our awareness of the community. Again, it was also a great way to have our name exposed. Conclusion This was the fourth time that our newspaper had attempted to sponsor this event and all signs show that it was a very big success for both parties. The 2010 Relay For Life raised over $120,000 towards cancer research. Moreover, the members of this year’s planning committee eagerly approached us ahead of time for the 2011 event to work out another deal similar to that of 2010. This event was a fantastic way for our newspaper to become more involved in the community and we hope to be involved with this event, and others, in the future.
Daily Pennsylvanian – Relay For Life Sponsorship-Ad Trade Agreement I.) Identification of Parties This agreement is made on February 19, 2010, between Relay For Life (hereinafter referred to as RFL) and The Daily Pennsylvanian (hereinafter referred to as DP) located at 4015 Walnut Street, Philadelphia, PA 19104. II.) Relay For Life’s Duties The following sponsorship opportunities will be provided by Relay For Life for the DP: A. The DP logo will be on the back of the Relay For Life participant shirts. The DP logo will be positioned below the RFL and American Cancer Society logos, but above all other sponsorship logos. The logo will measure approximately 7” x 3”. a. In the event that RFL secures a donation of, or greater than, $10,000, the DP logo will be placed below that sponsor’s logo. B. Part of the back cover of the four-page broadsheet section will be given to the DP to use for a house advertisement of the DP’s choice. The ad will measure 6 columns x 10.5”. C. Relay For Life will provide the DP with a tent and 1 table, in the designated sponsorship tent area, near the main entrance to the field, for the DP to place a banner and pass out papers and any other tokens. D. Another DP banner will be placed elsewhere in Franklin Field. a. The banner will be provided by the DP. b. The banner must be received by RFL prior to 5 pm on the Wednesday before RFL. E. The DP will sponsor and run the 12 am to 1 am hour as the main event for that hour. The DP will be allowed to determine the events for this hour. a. The events for this hour need to be determined by March 1, 2009 and approved according to ACS standards. b. If monitor screens are available for use, the DP logo will be displayed during this hour. F. A PennQuest tent will be guaranteed for the DP team. a. In the event that PennQuest does not maintain its relationship with RFL and RFL does not secure another tent sponsor, RFL will rent a tent for the DP. G. The DP name will appear on all advertisements (with the DP and externally) for RFL promotions. The DP logo will also appear on the Penn RFL website, with a link to www.dailypennsylvanian.com by March 1, 2010. H. The DP team will get free event registration. Each member of the team will receive a free RFL event t-shirt. a. In order to receive free t-shirts for all team members, participants must be registered by Friday, March 5, 2010. i. Online registration will be taken care of by RFL, but participant information (to be specified at a later date) must be submitted to pennrelayforlife@gmail.com by Friday, March 5, 2010. b. While DP participants may continue to register after this date, RFL cannot guarantee t-shirts for those participants.
III.)
The Daily Pennsylvanianâ&#x20AC;&#x2122;s Duties
The following will be provided for Relay For Life by The Daily Pennsylvanian: A. Relay For Life will be given a total of 2.5 pages worth of ad space in The Daily Pennsylvanian or 34th Street Magazine. This space can be used any time during the Spring 2010 academic publishing semester. RFL may choose the publication date but the DP will choose the publication. The total ad space can be broken down into any size ad that RFL chooses. The total ad space cannot exceed 2.5 pages (315 column inches). All advertisements must be in black and white and they must be emailed in a high-resolution PDF format. Advertisements should be emailed to cohen@dailypennsylvanian.com three days prior to the desired run date. The ad space can only be used in relation to RFL events. B. The DP will produce a 4-page broadsheet section to be inserted into March 26, 2010 edition of The Daily Pennsylvanian. All content will be provided by RFL before March 16, 2010. All design and layout will be done by the DP. a. The 4-page broadsheet will be distributed at the DP tent and at the front entrance to the event. The DP will be responsible for getting 1,200 copies of the RFL section to the event one hour before the event begins. b. CAC Committee members may also distribute programs. Relay For Life
The Daily Pennsylvanian
Name:
________________________
_____Kristina Lee _________
Signature
________________________
_________________________
Position:
________________________
_____Business Manager______
N ews
The Daily Pennsylvanian
scoping out penn’s campus
Thursday, March 25, 2010 Page 7
Prepare to be
Prospective students, at the Compass on Locust Walk, tour Penn’s campus this week. Class of 2014 hopefuls will hear from Penn on March 31. Linda Li/DP Senior Photographer
Students compete in film fest The 2010 College House Film Festival wraps up tonight with a screening of the winning films BY PRATIMA BHATTACHARYYA Contributing Writer Lights, camera, action! This week, the College Houses and Academic Services is hosting its sixth annual College House Film Festival to showcase the filmmaking talent of Penn’s student community. T h e Fe s t i v a l f e a t u r e s 10-minute short films that students completed either for a class or specifically for the competition. Screenings of student productions began on Monday in McClelland Hall and end today with a free “gala bigscreen showing of the finalists,” open to all students, at the Bridge Cinema de Lux at 8 p.m. According to Gregory College House Dean Christopher Donovan, the selection process “allows program residents to have the opportunity to develop criteria for evaluating film and to get a taste of what it might be like to serve on a festival jury.” Donovan added, “For filmmakers, they have a chance to reach an audience of their peers and to win some amazing prizes. For the audience,
[the Festival] is a reminder of the amazingly diversified creative prowess of the Penn student body.” CHAS Director for Communications Sue Smith hopes that students in the audience develop an appreciation for the thriving community of their fellow peers, faculty and staff who enjoy filmmaking. She encourages students to make use of Penn’s abundant academic support for cinema development. “Everyone involved enjoys seeing the student submissions; many are funny, many are Penn-specific, and all showcase the filmmaker ’s sense of aesthetics, technical knowledge of editing, camera angles, working with a team, and use [of] soundtracks,” Smith wrote in an e-mail. College sophomore Andrew Gepty values the Film Festival because it provides students of all backgrounds an opportunity to “show their own slice of creativity.” “You get a chance to see different styles of acting and directing. It’s nice to see the different genres,” added Gep-
It’s showtime! - The films of the nine finalists will be shown tonight. - The screening is at the Bridge Cinema De Lux at 8 p.m. - First prize is $500, second prize is $300 and third prize is $150. - There is also a prize for “Audience Favorite.” ty, whose film, Eavesdrop, was one of the many short films featured in Harrison College House’s sky lounge yesterday. All Penn students are invited to tonight’s free screening of the film finalists at the Bridge and free reception at Metropolitan Bakery. Awards for this year’s festival include a first prize of $500, second prize of $300 and third prize of $150. The audience will also pick an “Audience Favorite” which will receive a prize valued at $50. All entrants for the 2010 College House Film Festival are encouraged to submit their production to the Association of Higher Education Campus Television Administrators Student Production Award.
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RelayForLife theDP.com | Friday, March 26, 2010
Welcome to
Letter from the co-chairs | Thank you to everyone who helped make this ‘Amazed’ event happen BY Andrea Cestaro and michele lewkowitz Relay For Life Co-Chairwomen
W
elcome to the 2010 Relay For Life at the University of Pennsylvania! We’re so glad that you’ve decided to join us as we unite in a celebration of cancer survivors and in remembrance of loved ones lost. As you walk the track tonight, we hope you’ll take a moment to reflect upon how truly unique Relay is. At what other time on Penn’s campus can you find students from 200 different campus organizations come together in support of a single cause? The success of this event is empowering; it’s also a reminder that so many of us have been affected by cancer. But tonight, rather than focusing on the negative, we instead commit to celebrating life. Together, we are making a difference in the fight against cancer. Thank you for coming out to the event tonight. We appreciate your energy, support and enthusiasm. You are the reason why Relay at Penn has seen tremendous growth in the past and will continue to grow in the future. We would also like to thank all of our sponsors who have contributed to the event. Numerous local Philadelphia businesses have worked with us prior to Relay to hold fundraisers. They have also donated the food, refreshments, gift certificates and prizes that we have here tonight. We thank the Daily Pennsylvanian for sponsoring our event program as well as Relay advertisements which have been a tremendous help in publicizing Relay and our other Colleges Against Cancer events throughout the year. We thank PennQuest for
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Relay for Life 2010 In honor of Lindsey Goldhagen 1986-2009
We appreciate your energy, support and enthusiasm. You are the reason why Relay at Penn has seen tremendous growth in the past and will continue to grow in the future.
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the generous loan of their tents. Relay at Penn would not be possible without the American Cancer Society and our liaison, Carly Chizik. We thank Carly and the rest of the ACS staff for their endless support and tireless dedication to our event and to the fight against cancer. We also thank Peggy Kowalski and the entire Penn facilities team. We appreciate their patience, understanding, and cooperation as we put together our event. A big thank you to all the members of the Relay Planning Committee. They’ve been working on this event all year and have put in countless hours making sure that tonight is a success. They’re walking around tonight in blue shirts, so make sure to thank them for their hard work. We hope you enjoy the 2010 Relay For Life and thank you all again for coming out. This event would not have been possible without your continued support.
Your guide to all things RELAY Page B2
Page B3
Page B4
History Crossword
Survivors Who’s Who Schedule
Map
Check out Monday’s DP for full coverage of Relay for Life.
We’d like to dedicate this year’s Relay For Life to the memory of Lindsey Goldhagen. Lindsey was a dedicated member of the Relay For Life Planning Committee during her time at Penn. As a member of the survivorship committee, she reached out to cancer survivors and had a special passion for helping pediatric cancer patients. Her dedication and enthusiasm were an inspiration to us all.
Seven years of midnight marches
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ince its inception at Penn, Relay For Life has grown immensely. Raising over $510,000 for the American Cancer Society in the past seven years, Relay at Penn has become one of the leading Relays in the nation. This past summer at the National Relay For Life Collegiate Summit, Penn was honored with the National Per Capita Award for Colleges with a population of 16,000-24,999 students. Relay at Penn has also gained much attention on the state level winning the Top Online Fundraiser, as well as the Top Net Income for Collegiate Relays in Pennsylvania. SEE HISTORY PAGE 2
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RE L AY F OR L IF E
PAGE B2 FRIDAY, MARCH 26, 2010
THE DAILY PENNSYLVANIAN
Over 500K raised to fight cancer HISTORY from page 1
The 7th Relay For Life at the University of Pennsylvania MICHELE LEWKOWITZ, Event Chair ANDREA CESTARO, Event Chair AMY WOODRUM, Recruitment Co-Chair LORA ROSENBLUM, Recruitment Co-Chair RACHEL DARIVOFF, Publicity Chair ESTEE KATCOFF, Entertainment Chair
JOHN SHARKEY, Logistics Chair RACHEL ASHTON, Registration Chair ELANA LEV, Sponsorship Chair SHANNON RIDGE, Survivorship Chair
COMMITTEE MEMBERS ALI GILBERT BRIDGET BARETT LAUEN HAAS JULIE KRANSELER PATRICIA MARTIN SARA HEINZE ELENA MADEN PARTH KOTHARI KATHLYN HERRICK EMILY STRUPP HILARY MILLER
ERICA SILBIGER BRITTANY JOHANSEN HANNAH MCINNES ALEXANDRA SURDEL LINDA WANG JESSE RAPPAPORT JAMIE SIEW YIUN SOO CARI MEISEL FRANCES HU MELISSA WANG ELLEN WANG
ALICE LEE MELISSA GOLDSTEIN JIM MCCANEY JACKIE BENNETT LINA DEGHAYLI ANDREW BRODSKY WILLIAM MOONEY LEANNE GALE LANE ROBINSON DAVID NADLE
This year’s Relay brought to you by
Relay For Life 2004
LAST YEAR’S RELAY
April 25, 2004 – Franklin Field, 50 Participants, $1,000 Raised! As an initiative of IvyCorps, a community service coalition between seven of the eight Ivy League schools, Relay For Life at Penn was born. The initiative provided that all member universities would establish Relay For Life events. Despite small beginnings, the foundations were laid for Relay to grow.
Relay For Life 2005 April 2, 2005 – The Palestra, 150 Participants, $10,000 Raised! Despite the torrential downpour that led to an indoor event Relay’s second year, the event continued in full force and proved to be a huge success. Participants circled the “track” set up on the gymnasium floor, while a DJ, live band, performance groups, a pie-eating contest and the Luminaria ceremony preserved the spirit of the night.
Relay For Life 2006 April 1-2, 2006 – Franklin Field, 400 Participants, $46,000 Raised! Increasing the length of the event 12 hours, the 2006 event was the first at Penn to be held overnight. More t0han eight groups performed, themed laps added to the entertainment, and many Penn students participated in the now annual pie-eating contest and other games. The Luminaria Ceremony comprising paper lanterns spelling out the word “HOPE!” in the stands and survivors sharing their stories will be remembered as one of the more powerful moments of the night.
Relay For Life 2007 March 30-31, 2007 – Franklin Field, 1,200 Participants, $140,000 Raised! The 2007 Relay continued along the event’s past exponential growth. The event consisted of 12 fun-filled hours with eleven groups performing, DP Quizzo, Relay Races, Guitar Hero and other contests. More than eight survivors and their families attended. By the time the event came to a close, the fundraising count exceeded the $100,000 goal by $40,000 thanks to the participants’ dedication to fundraising throughout the year.
Relay For Life 2008 April 4th - 5th , 2008- The Palestra- 1,800 Participants- $178,000 Raised!
In 2008, Relay surpassed all expectations raising just under $178,000. Proving to be one of the largest fundraisers on campus, Relay had over 1,800 students registered online to join us in the fight against cancer. Unfortunately, due to rain Relay was forced to move into the Palestra.
Relay saw a dramatic increase in the number of survivors with 37 survivors registering for the event. Over 22 survivors engaged in the Opening Lap of the 2008 Relay For Life at Penn. During the Luminaria Ceremony, participants had the honor of hearing three Penn students, Andrew Brodsky, Lindsey Goldhagen, and Tripper Sivick, speak about their courageous battles against cancer.
Despite the slightly cramped quarters and with a new ending time of 2AM, all of the participants greatly enjoyed the event. The “track” for the night was the concourse of the Palestra, while the court became the “stage”, and the bleachers were the perfect spot for the participants to watch performances and take a muchneeded break.
A new ceremony, the Fight Back Ceremony, was also introduced in 2008 as a way of encouraging participants to carry on the task of fighting back against cancer all year long.
Relay For Life 2009
Performances throughout the night were provided by several Penn groups including the Pennchants, PennSix, Dhamka, Penn Dance, and the Quaker Girls. Last year’s Relay also featured the addition of several new contests and activities, which included a bracket style root beer pong tournament and a wing eating contest, both of which were huge hits.
March 27th 28th, 2009 - 1,800 Participants - $145,000 Raised! This year someone from the national foundation is coming to observe the team. Only 6 out of (some number…I will update this tomorrow 3/24) were chosen for this, so it’s a big honor.
FOR YOUR ENTERTAINMENT Something to keep you busy when your friends fall asleeep Star Turns
Wednesday, Nov. 25, 2009 / Michael Sharp
ACROSS 1. Cinnamon gum brand 7. Annoying little jerks 13. KC Masterpiece sauce type 16. Disjoin 17. Expired 18. Indication of debt 19. *Actress Meryl's fall from grace? 21. "Cherry _____" (1990 Warrant hit) 22. Also 23. Wiry 24. Part of some snares 26. *Actress Fay, when in New Orleans or on the Chattahoochee? 31. Units of angular measurement 34. "Away! away! for I will fly to thee, / Not charioted by Bacchus and his pards / But on the viewless wings of _____" (Keats, "Ode to a Nightingale") 35. Stick in a goaloriented sport 36. One bit 38. Super, in adspeak 42. With 48- and 55Across, actress Christina Applegate's foundation for fighting breast cancer ... and a hint to this puzzle's starred clues 43. "Keep it down!" 44. Shade tree 46. #6 hit for Rupert Holmes in 1980 47. Play for a sap 48. See 42-Across 51. Marlon's "On the Waterfront" co-star 52. NYC subway overseer 53. 1887 H. Rider Haggard novel 54. Snitch 55. See 42-Across 57. Show, as skin 59. "Suppose..." 61. Film noir headwear 62. It might be grand or petty 64. Cantaloupe cousins
65. *Actress Laura, after turning to a life of crime? 70. Winehouse smash of 2007 71. Best Supporting Actress nominee for "Tootsie" 72. Org. fighting 39-Down 75. Producer of Talking Heads' "Remain in Light" (1980) 76. *Actress Mischa's dance partner? 82. "El _____" (1961 Heston/Loren flick) 83. Where soul-searchers look 84. Formidable fleet 85. Sheep-eating parrot of New Zealand 86. Mother of Calcutta 87. Pinstriped figure
DOWN 1. Drug raid 2. Division word 3. Lamb sandwich 4. Fish eggs 5. 22-Across, in Middle English 6. Step onto the tarmac 7. Leaning 8. Lunatic 9. Photo order option: Abbr. 10. Alfred Jarry's "Ubu _____" (pioneering absurdist drama of the late 19th century) 11. Common ploy in crossword clues 12. Pool members on "Mad Men" 13. Two-legged rifle support 14. County seat of Ada County, Idaho 15. Ruin, as a deal 20. Squares on a calendar 25. Jet black 26. One of three from a genie 27. Jah worshipers 28. Largest New Deal agcy. 29. "_____ Turn" (common road sign) 30. "Oh Yeah" band
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© RPP 11/25/09
31. Legendary comics artist whose adaptation of the Book of Genesis was released in 2009 32. Whitney Houston's record label 33. Place marker, of a sort 36. Sushi tuna 37. Scarlett's "Ghost World" co-star 39. Gangster's group 40. Mexican muralist 41. Some ovens 43. Tennis legend wife of tennis legend Andre 45. "Wake up _____" (opening track on rapper Kanye's album "Late Registration") 49. Primary 50. Opposition vote 56. Jazz singer Anita 58. Mountain under which Zeus trapped the monster Typhon 60. RR stop 61. Driver's target, often 63. Frodo Baggins, for one
64. Brusque 65. Garbage 66. First word in a choosing rhyme 67. '70s sitcom featuring Carlton the doorman 68. Stravinsky and Sikorsky 69. Post-lecture period, briefly 72. Criticism 73. Venerable historian of England 74. "Dies _____" 77. It might be hooked on meth? 78. '80s presidential monogram 79. Billy Blanks' ______ Bo 80. Investment option 81. '60s-'70s presidential monogram
Re l ay F or L if e
The Daily Pennsylvanian
friday, March 26, 2010 Page B3
Tales of Survival
Survivors at this year’s Relay
Survivor David Nadle
Andrew Brodsky David Nadle Allison Capone Michelle Parisi Angela Allen Delores Taylor Willy Huang Fonda Chen Vaughn Stewart Lane Robinson Lauren Ambler Neil Dicker Doris Cochran-Fikes
I was diagnosed with Hodgkin’s Lymphoma at the beginning of my senior year of high school, and was declared in remission in March of 2008 and came to Penn the following fall. I began to get involved with Relay for Life at Penn at the start of this year. As a member of the survivorship committee I enjoy meeting with other cancer survivors and sharing our experiences. I decided to get involved with Relay for Life because it is a meaningful event in which survivors are able to connect with each other see the community’s support.
Survivor Andrew Brodsky
I’m currently a Junior in Wharton. About 5 years ago I was diagnosed with Leukemia. Following a year of treatment, I received a unrelated bone marrow transplant, which put my cancer into complete remission. A year later I got the opportunity to meet my bone marrow donor. It turned out that he and I had a lot in common. He mentioned to me that the only reason he had signed up for the bone marrow registry was simply because his fraternity was running a sign up. Since finding out how such a small and seemingly random event could have such a huge impact on my life, I’ve realized how much of a difference events like the Relay For Life can make.
Cirque du Relay: More than just walking
Schedule
This year’s Relay for Life performers Arts House Dance
Arts House Dance Company [AHDC], founded in 1985, is known for its presentation of all forms of dance. Our members have been trained in one or more styles, giving our performances a unique and varied flair. Student-run and student-choreographed, AHDC is dedicated to presenting the highest level of performance and technique. To help maintain and improve our technique, we hold weekly ballet and jazz classes with professionals from Philadelphia. In the fall, Arts House performs in a collaboration show with an on-campus a-cappella group, and in the spring performs in a solo show. In addition to these two major performances, we can be seen performing all over campus throughout the year!
Matt Chylak
In 2006, Matt Chylak decided he wanted to do a little more with his guitar than strum “time of your life” over and over. So, he started writing songs, usually about girls but not always. Two years later, he has played a few dozen shows around the Newtown/Yardley, Pennsylvania area, and become fairly well known in those music circles. In the summer of 2008, he started recording his debut full length, “Slipped Off the Sleeve,” with a full backing band and some other friends. In the summer of 2009, Matt again worked with some of his good friends to create his new, iTunes only EP, “the sound of summer.” From the feel-good choruses of ‘Veracruz 7502’ to the wistful vestiges of ‘Edge of Summer’, Matt’s new ep takes listeners on a rollercoaster ride that ends sooner than anyone (including Matt) would like.
Quaker Girls Dance Team
Quaker Girls Dance Team is a Hip-Hop dance team that “heats up halftime” at Men’s Basketball Games. The Quaker Girls also do guest performances such as dancing at the 76ers games and various events around campus. They have also provided entertainment at multiple fraternity and sorority philanthropy events as well as for RAP Line and Penn Previews just to name a few.
Bojibian
Bojibian (pronounced: bo-JIB-ee-an) originated in Philadelphia in early-2008 with members hailing from around the world. Stylistically, the group draws from many different influences, at times sounding like some sort of post-modern mashup of indie rock, pop, post-punk, classic rock, and arena rock…or something like that. Within a year of formation, the band has released two EPs, obtained consistent radio airplay throughout a dozen stations across the U.S., has been featured in the press, toured consistently through six
states in the mid-Atlantic region, and has been recognized by many as one of the fastest-growing acts to watch this year.
Sex Panther
Sex Panther first started jamming together as freshmen, but really set the wheels in motion this past summer when all six members lived together in a house on 42nd Street. Since then, they’ve played at a number of fraternities and bars around campus and have become the house band at Panda Bar. Frat parties are their favorite places to play, however, because “the sweatier, the better.” The band’s sound is “of the recently revitalized ‘eargasm’ sub-genre. It’s funky, groovy, rock n’ roll-y, hip-hoppy and sexy.” Though they’re still developing their own original material, count on hearing Sex Panther play funky covers of your favorite party songs.
PENNaach
PENNaach is Penn’s premiere female South Asian Fusion Dance troupe. The group fuses classical South Asian dance forms like Bharatnatyam and Kathak with modern South Asian and Western styles like Bhangra, Bollywood, Lyrical and Hip Hop. Naach performs in gigs and competitions on and off campus and recently presented its annual show. Naach’s piece for Relay is a medley that showcases their choreography from the past year.
Sparks Dance Company
Sparks Dance Company (SDC) was founded in 1989 as Penn’s premiere dance company dedicated to both performing and to service. Managed by undergraduate students, the company maintains a high technical level of many styles of dance. In addition to weekly technique classes, each semester culminates with a self-choreographed show. Company members also perform at other popular campus events throughout the year such as the Emily Sachs Dance Benefit and Freshmen Performing Arts Night.
Penn Masti
The name Masti means flirtation or mischief, and our members certainly have a mix of both. We love to dance, but that said, we aren’t your stereotypical dance group. We have different tastes, opinions, and varied dance experience (from years of classical Bharata Natyam training to childhood filmy dances). Penn Masti has its annual show in the Spring. The last two shows have attracted audiences of over 300 people. Additionally, we are excited to remain active in the South Asia Society’s cultural shows, as well as expand to other areas of performance.
Steven Allen
Originally from Birmingham, Alabama, Steven Allen is a singer/songwriter and a sophomore in the College. Some may know him as the president of CastlePrillen Productions, which produces the show Spruce Street on YouTube and UTV13, but also he plays the piano, guitar, and sings. His pop-rock/folk sound was heard in over 60 shows last year. Currently, he plays at various venues throughout Philadelphia, while making a name for himself with his acoustic guitar and his introspective songs. With a mother and grandmother who are both cancer survivors, he is fortunate to have the opportunity to use his talents for supporting Relay for Life 2010.
West Philly Swingers
“The West Philly Swingers” began in 1999 as a few members of Penn’s Ballroom Dance Society who wanted to focus exclusively on swing dancing. It eventually separated from the Society and performed its first feature performance in the spring semester of 2002. This enabled the Troupe to join the Performance Arts Committee at Penn. Since then, WPS has grown to include over 40 dedicated members and countless active alumni. The troupe puts on one full-length performance every semester and guest performs across campus throughout the year. Dancers have been exploring many different types of swing dancing through weekly social dances in Philadelphia and participation in workshops and competitions. The troupe was named 1st place winner of the collegiate team division at the American Lindy Hop Championship in the fall of 2009.
Colonel Mustard and the Foreign Policy Colonel Mustard and the Foreign Policy is the best representation of the America Dream. All its culturally diverse members met at a random international Friday night mixer. They instantly connected. They did not have any other friends so all they did in their free time was practice, practice, practice. The songs you are about to hear are influenced by their unique European lives and LSD: Coming all the way from North West Irish Coast with his phenomenal voice: Garret McKay! Coming from the southern mines of Germany with only his guitar: Peter Schwab! Coming from a fishing excursion in Hawaii with his bass: Kevin Shapiro! Coming from the Alps of France with only a chopsticks to practice with: Pascal Combes-Knoke! Coming from the Greek South East territory with his trombone: Matt Harrison! Coming from a gated community in South Carolina, with his keyboard: Kenny Guber!
7:00 Registration
8:00 Opening Ceremony 9:00 Arts House, Celebration of Lindsey Goldhagen, Fortune Teller 10:00 Matt Chylak, Phi Kappa Psi “Mug on a Jug,” Quaker Girls, Fortune Teller, DSP fundraiser 11:00 Luminaria Ceremony 12:00 Bojibian, Miss Relay, Sex Panther, PGN Balls 4 Calls Contest (Prelim), Nicole the Psychic, Miss Relay 1:00 PENNaach, Sparks, Miss Relay, Competition, DP Rootbeer Pong (Prelim), Nicole the Psychic, Miss Relay 2:00 Penn Masti, Steven Allen, West Philly Swingers, PGN Balls 4 Balls (Finals), Nicole the Psychic, Quizzo 3:00 Pennchants, Colonel Mustard, DP Rootbeer Pong (Finals), Nicole the Psychic 4:00 SPEC Musical Chairs, Wing Eating Contest 5:00 80s Party, Pie Eating Contest, Frozen t-shirt, hula hoop and limbo 6:00 90s Party, Relay Races 7:00 Closing and Fight Back Ceremonies
Team roster Who’s who at this year’s Relay For Life 113 Chi Omega Harrison Community Service Penn MGC 4029 Chi Omega 2 Hong Kong Students AssociationPenn Newman 4041 and Friends Chi Omega 3 @ Penn Penn Newman II African American Arts Alliance Chi Omega 4 Huntsman Program Student Team Penn Outdoors/Running Club Alpha Iota Gamma Chi Omega 5 Individual Participants Penn Pre-Meds Alpha Kappa Psi Chinese Students’ Association Juniors Against Cancer! Penn Shotokan Karate Alpha Phi Circle K Kappa Alpha Penn Six Alpha Phi 1 Circle K 2 Kite and Key Society Penn STAPH Alpha Phi 2 CityStep Lambda Chi Alpha Penn Students of AMF Alpha Phi 3! Comatose Cookies Living Water 1 Penn Taiwanese Society Alpha Phi Omega D2S Minorities in Nursing Organiza-PENNaach Alpha Phi Omega 2 DAFFY tion PennYo Alpha Phi Omega 3 Delta Tau Delta Minority Association of Pre-HealthPenthouse Suite Alpha Phi Omega 4 Delta Upsilon Pennsylvania Students Phi Babies Alpha Phi Omega 5 Docs in High Socks Minority Association of PreHealthPhi Gamma Nu - Nu Class Alpha Phi Omega 6 Docs with High Socks 2 Students 2 Phi Gamma Nu - Nu Pledge Class Alpha Phi Omega 7 Drexel Relay Loves Penn Relay MJ Brigade Phi Gamma Nu 1 Alpha Phi Seniors! DSP MUSE Phi Gamma Nu 2 Alpha Phisters DSP 2 Pan-Asian Dance Troupe Phi Kappa Psi Alpha Sigma Tau ECAASU Peace, Love, Cure Phi Kappa Psi 2 - Wabash Alpha Sigma Tau 2 El Equipo Penn Alumni Phi Kappa Psi 3 Alpha Sigma Tau 3 Elana Bell Memorial Team Penn Alumni Student Society Phi Kappa Psi Pledges alphasigmatau4 eMED - Society of PreMed Engi-Penn Arab Student Society Phi Sigma Sigma Arthur is Fat neers Penn Band Phi Sigma Sigma 2 Arts House Dance Co equestrian team Penn Cheer Join Team Assembly of International Stu-FIJI -Team 1 Penn Dental Pi Kapp dents FIJI Delta Penn Environmental Group Pi Kappa Alpha AXO Relay 2010! FIJI Team 2 Penn Faculty and Staff Pi Kappa Alpha Beta Pi Beta FORTYONEOHTWO Penn IAA (Blue) Polka Dot Jersey Team BGSA Friars Senior Society Penn IAA (Red) Purple Bunny!! Big Brothers Big Sisters Green Monkeys Penn Lions Purple Suite!!! Bloomers GREEN MONSTER Penn Masti Quaker Girls Dance Team Brombus Harrinuts Penn MERT RAB
Radical Radianites Team Castle 2 Relay for Life Planning Committee Team Fun Run all night! Team Italian Stallion SAE Lions Team Lenn Saint Anthony Hall Team TBD SDT PC 10 - Team 2 The Graduate School of Education SDT PC 10!!!! The Purple Parrote Sex Panther Theta Tau Tau Gamma Engineering Sig Ep Fraternity Sigma Alpha Mu Fraternity Theta Tau Theta Pledge Class Sigma Chi Theta Xi Sigma Kappa 1 Tri Delt!! Sigma Kappa 2 UPenn Alternate Spring Break Sigma Kappa 3 UPenn Ballet Sigma Kappa 4 UPenn Engineers Without BorSigma Nu 1 ders Sigma Nu 2 UPenn Engineers Without BorSigma Pi ders 2 Sigma Pi 2 UPenn Track Team Sigma Psi Zeta 1 UPENN Vietnamese Students AsSigma Psi Zeta 2 sociation SK Baby Doves USP ASA SK Mutts USP EPIC & USP SIGMA BETA Skulls RHO Slanket USP Physical therapy SNAP We Are Family Snuggies West Philly Swingers Sparks Dance Company Wharton Latino SPEC ZBT 1 Sphinx Senior Society ZBT 2 St. Elmo Club of Philadelphia Zombies Team Avocado Team Castle 1
RE L AY F OR L IF E
PAGE B4 FRIDAY, MARCH 26, 2010
THE DAILY PENNSYLVANIAN
EVENT MAP Where all the best events and pit stops of Cirque du Relay are at. Don’t miss them!
SURVIVOR RECEPTION
LUMINARIA AREA LUMINARIA SALES • EDUCATION ADVOCACY • FIRST AID
ENTRANCE
MAIN STAGE
DP RECREATION AREA
ACTIVITY AREA
E T I PS M A A E C R A
RECREATION AREA
BONE MARROW DRIVE
REGISTRATION & INFO
TEAM FUNDRAISERS ARCADE AREA
REFRESHEMENTS SERVED IN CONCOURSE, SEATING IN STANDS
Readers do Relay. The Daily Pennsylvanian
Because there’s always Hope.
proudly supports Relay for Life in the fight against cancer. Editorial (215) 898-6585 • Business (215) 898-6581
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