2012-3d-1 by CNBAM

Promotional Plan 2011

TOMA-Top of Mind Awareness. In this new era of social media, nothing has been more important. Especially to a campus newspaper. Trends and devices change quickly, and we must always be at the top of our consumers’ minds if we are to stay competitive. Central Michigan Life’s Public Relations plan AND staff continues to grow each year to address these changes, and to create TOMA for our product. How can we influence where our market will get their information? How can we make sure it will still be the campus newspaper/ website/app? And how do we create enough TOMA that when they are looking for that information they REMEMBER us? While many papers may focus on just one or two prime events, we believe it takes a daily and aggressive marketing plan to create effective top of mind. Our overall goal is to promote awareness of our print product, Central Michigan Life, build traffic to our online product, www.cm-life.com, and create awareness of our niche products and their websites. To accomplish this, in 2011 we aggressively turned to social media to build our Twitter and Facebook audiences and then created activities and events that would put us face to face with our core readers. We hired one Public Relation Manager (300 hr. intern) per semester to oversee the completion of all our projects. The PR interns each had the assistance of 4-5 other interns (40 hours), volunteers and staff members of the advertising and editorial departments. Our Facebook fan base went from 3,988 on January 31, 2011 to more than 7,638 as of December 31, 2011. Our Twitter followers also increased from 2,829 to 4,585 during the same period. Advertisers were seeing the results of eyes on pages, and advertising revenue increased over 2010.

LOOK FOR THESE BUTTONS IN THIS PROMOTIONAL OUTLINE. THEY WILL TAKE YOU TO VIDEOS AND WEBSITES MENTIONED HERE.

MEET OUR PUBLIC RELATIONS TEAM

Back Row: Julie Bushart, Advertising Training Manager and Charlie’s Angels wanna-be; Becca Baiers, Advertising Sales Manager starring as Austin Powers; Middle Row: Tyler Besh, CM LIFE Videographer Extraordinaire; Ashley Stephenson, Public Relations Manager and Chief Babysitter; Annie Magidsohn, Advertising Sales Manager and Mini-Me Impersonator; Front Row: Lauren Schneider, Public Relations Volunteer.

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Promotional Plan JANUARY

CMU BASKETBALL ROWDIES WHO CARES! PROMOTION:

A long standing tradition with our CMU men’s basketball team is the CM LIFE “Who Cares!” paper. This gives CM LIFE visibility at every home game. Fans provide a warm welcome to the opposing team, while reading ad messages from supporting businesses on the other side. The advertisers also provide the prizes given to the “rowdiest” fans. CM LIFE PR members attend each game and photograph several Rowdies. The fans know why our staff is there, and are reminded at the game to check the next CM LIFE to see if they are the “Rowdiest” fan. The winners are featured in ads after each home game. Reminder posts to Facebook and Twitter encourage followers to pick up a CM LIFE. After the winner of each game picks up their prize, we post their picture to CM LIFE ‘s facebook page, in the special “Rowdies” album. CM LIFE fans can tag and share their photos, too, increasing CM LIFE’s awareness.

WELCOME BACK RIDE ALONG:

On the first day of classes for the Spring Semester, we publish a large Back To School edition. To welcome students back to campus after Christmas break, we partner with the local transit company to ride buses back and forth between campus and the apartment complexes. Our smiling faces greet each passenger with a cup of coffee or hot chocolate, a donut hole and a CM LIFE BTS paper. (This year’s coffee sponsor was Biggby Coffee). CM LIFE had four riders on each of the four routes. Our teams also tweeted and posted to their Facebook walls during the ride to create fun and interest. This is a happy promotion that puts a smile on everyone’s face and creates awareness of our brand. We had great feedback from the riders on our Facebook page.

JAN. - DEC. DAILY EFFORTS:

FACEBOOK & TWITTER PR Manager promotes interesting articles, photos and advertisements to CM LIFE Facebook page and Twitter feed. These posts will alternate between links to website, or teaser to pick up the paper. Staff members use their own Facebook and Twitter accounts to promote CM LIFE. This creates an opportunity to show the diversity of information in CM LIFE on any given day.

JAN. - DEC. MONTHLY EFFORTS:

ADVERTISER NEWSLETTERS Twice a month, the PR staff communicates to our advertisers all the promotions and special sections CM LIFE is working on, so our local businesses can be part of the action. In addition, each newsletter features an article, reinforcing the advertiser’sdecision to promote in the student newspaper or the student market. This newsletter is sent to our advertiser email list, plus posted on our advertising website.

1. CMU basketball fans LOVE to express themselves with CM LIFE’s “WHO CARES!” pages. 2. CMU Rowdies Facebook gallery. 3. GET ROWDIE ads run before and after each home game. 4. CM LIFE representatives at the Welcome Back Ride Along!

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Promotional Plan 1. Special Olympics of Michigan Polar Plunge ad and poster. One in a series of 6. 2. Valentine’s Day personals ad, flyer and poster. 3. Kesha Concert VIP Ticket Giveaway.

Click on the green play button below to see the winning video.

FEBRUARY VALENTINE’S DAY PERSONALS AND DINNER/MOVIE GIVEAWAY:

Ah, love on a college campus. What could be better? CM LIFE partnered with two local businesses to provide a romantic evening for two in observance of Valentine’s Day. Promotional ads began in the paper one month prior to publishing. We also promoted via our Facebook and Twitter accounts as well. CM LIFE PR staff created an event page on Facebook to reach out to non CM-LIFE readers/ fans. Invites are sent out via each member’s (Public Relations and Advertising staffs) personal Facebook account. Increasing awareness of event and CM LIFE. For loved ones away from campus, a rectangle ad ran on cm-life.com. This ad linked to a PDF form that parents, alumni and significant others were able to fill out and send in. Also about four weeks prior, CM LIFE PR staff puts up Bus Shelter posters, rack posters and flyers around campus promoting event. A QR code was used this year to encourage readers to submit their valentine message via mobile devices. The PR team also chalks classroom boards.

SPECIAL OLYMPICS OF MICHIGAN POLAR PLUNGE:

CM Life is a local, media sponsor for the annual Special Olympics Polar Plunge. Since CMU is home to the state headquarters, and 70% of the plungers are CMU students - it was a natural fit for us. In exchange for the sponsorship CM LIFE gets to field a team of 8 plungers. This is a feel good PR effort, with loads of visibility for us, all for a great cause. For fun we also ran a contest on our website for readers to vote for their favorite plunge and their favorite costumes. Winners received Buffalo Wild Wings certificates.

KESHA CONCERT V.I.P. TICKET GIVEAWAY:

The CMU Student Life department approached us with 10 tickets in the VIP section for an upcoming concert. (About 10 days in advance). No strings, we could use them any way we wanted. Our PR team brainstormed with members of our Ad team, and the Kesha Video Contest was born. Promoted heavily in the paper and on our Facebook page, to win a pair of tickets, readers had to either post their own produced video to our Facebook wall, or meet up with our film crews and we would tape them and upload. The only requirements were the videos had to be PG, and had to be of them singing or dancing to a Kesha song. We had 12 submissions vying for 5 sets of tickets. The most “likes” would win. The entrants took over from there. CM LIFE Facebook page grew by more than 700 “likes” in just a week as the contestants encouraged their friends to vote. Voting closed at 9 p.m. the day before the concert and winners were announced in the next day’s paper.

CLICK THIS PLAY BUTTON TO SEE THE WINNING KESHA IMMITATION VIDEO!

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Promotional Plan MARCH

TAKE US ON SPRING BREAK:

This promotion encouraged readers to take CM LIFE with them on Spring Break, snap a picture with CM LIFE in that destination, and then post it to our Facebook wall. This entered the reader in a contest to win Buffalo Wild Wings gift certificates. B-dubs is like gold on our campus, so everyone was enthusiastic. Top 3 faces with the most likes won certificates. Buffalo Wild Wings donated prizes in exchange for color on their ads. Win-win for everyone. This contest added another 550 followers to our Facebook page.

JAN. - DEC. DAILY EFFORTS:

ds who reae ?

cm lif

JAN. - DEC. MONTHLY EFFORTS:

ADVERTISER NEWSLETTERS Twice a month, the PR staff communicates to our advertisers all the promotions and special sections CM LIFE is working on, so our local businesses can be part of the action. In addition, each newsletter features an article, reinforcing the advertiser’s decision to promote in the student newspaper or the student market. This newsletter is sent to our advertiser email list, plus posted on our advertising website.

JAN. - DEC. WEEKLY EFFORTS: WHO READS PROMOTION. 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 among students still high, but our readership within the community of Mt. Pleasant continues to remain high. 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 coordinates the photo shoots and testimonials and creates 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 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.

January 17, 2011

Your CMU News Source Since 1919

CM Life is more than another way to pass time in class. just as the news is important locally and nationally, CM LIFE is just as significant to those in the Central Michigan University’s community. This is why I read CM LIFE. I understand the importance of being aware of what is going on around me and the positive impact that comes with being commumity-oriented. It is a great way to keep in touch with athletics and events taking place around campus, and other CMU involvements. If you don’t read CM LIFE, I highly suggest picking one up on the way to class. You may learn more than you do in lecture.

LaeL Johnson

Why advertising in College Newspapers is so effective College Newspaper advertising is one of the most effective tools in reaching people between the ages of 18 to 24 years old. The reason being is because College Newspapers target a specific niche and can turn students into potential consumers. The results of several studies show that almost 80 percents of undergraduates read their campus paper, while only 60 percent of them choose to read the online version. Because of this high readership rate advertising in College Newspapers can be extremely effective for both local businesses and large-scale firms. A few marketing experts at startupbizhub.com explain some of the advantages of advertising in a College Newspaper

5 CMU Winter Sports Collector’s Pages:

College papers target a niche market Most college students are between the ages of 18 to 24 years old. For this reason local businesses can tailor their advertising to be more appealing and memorable to this specific age group. Thus leading students to become potential consumers and have strong brand loyalty and recognition.

CMU Sophomore, Warren Therapeutic Recreation Major

CM Life reader for 1 1/2 years.

Significanlty cheaper than most traditional media Advertising through radio, television, magazines, and mainstream newspapers can become pretty costly. But in college newspapers advertising prices are set at a more affordable rate to better serve small and local businesses. Potential to turn students into consumers A study conducted by the National Center for Educational Statistics shows that college students everywhere generally spend more than $200 billion every year. With the right combination of catchy content and a good marketing strategy it becomes easy for advertisers to turn students into loyal consumers.

4 on The better questi

may be...

’t? who doesn

Advertorial An advertorial is “a story that subliminally advertises a certain IN PRINT • ONLINE product”. Most mainstream newspapers do not allow this because they feel in conflicts with the essence of journalism. Because campus papers usually contain “lighter news” and more “entertainment stories” advertorial is acceptable. AsOuR REadERshIP gROws daILy! long as it is not used intrusively, students generally do not have a problem with it.

Central Michigan Life

CM-Life.com

acebook

and

436 MOORE haLL • CMu • MT. PLEasaNT (989) 774-3493

Source: http://www.startupbizhub.com/college-newspaper-advertising.htm

January Ad Specials

Join us in celebrating our Winter Sports 12 senior student athletes by sponsering a player. Each senior will be featured on a poster that will run in CM LIFE on selected dates from January through March. Sponser one, or sponser them all! But hurry, there’s only room for one advertiser per player page for each week.

Campus Cash Book:

Introduce or promote your business to students, staff, and thousands of vistors through Central Michigan Life’s popular Campus Cash Coupon Book. These books are published twice a year and distributed on campus, at events, and to numerous tourist locations throughout Mt. Pleasant. Deadline date: Friday, January 14, 2011

436 Moore Hall, CMU, Mt. Pleasant, MI 48859 989.774.3493 advertising@cm-life.com

Valentines Day Special:

Love will soon be in the air! Help our 32,000 readers decide what to get their special someone with gift giving ideas. These v-day pages will run Friday, February 11 and Monday, February 14. Deadline date: Wednesday, February 9, 2011

For more information on any of these specials visit http://centralmediacafe.com/ daily-hot-specials.php

1. Spring Break promo results ad; 2&3. Examples of Spring Break entries; 4. Example of bi-monthly newsletter sent to advertisers; 5. A “Who Reads” testimonial ad; 6. Central Media Cafe advertising website & blog. (Click on Media Cafe to go to website.)

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Promotional Plan 1. Best of Central Michigan website. (Click to see intro video); 2. Bus shelter poster.; 3. Facebook voting sample page; 4. Best of Central Michigan Twitter page; 5. Online rules pages; 6. Business bribe boxes and voter bags; 7. Print ads with QR codes to voting.

APRIL BEST OF CENTRAL MICHIGAN BRIBE/VOTING PROMOTION: CM LIFE produces a special section every fall dedicated to reader’s choice votes for the BEST OF CENTRAL MICHIGAN. During the voting period (APRIL) for this section, we offer a bribe event to encourage more print ballots for the participating businesses who LOVE TO WIN! Businesses participating in the bribe promotion get special boxes for their customers to vote, along with special ballots. In addition, these businesses provide us with giveaways for 500 “Bribe Bags” that we hand out around campus at events and activities during April. The bags also give CM LIFE the opportunity to place promotional items in the bags. We included t-shirts, campus cash 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 include information on where to go to vote online and what businesses had ballot boxes to leave their entries.

4 7

Facebook: This year we added a Facebook promotion to increase awareness and add another layer of voting. Plus, this would increase the fan count on CM LIFE, as readers came to vote. Each day our PR staff would post a new “category” to vote in. We would post the top 5 vote getters from the previous year, and if a business wanted to be added to the category, they just simply had to post a photo to our wall, and we would move it to the category. Then it was up to them to get their fans to our page to vote. This promotion increased our likes on Facebook by more than 1,300 new fans. Daily reminders with links to the voting and the promotional video would also be posted. Twitter: Daily reminders were tweeted for the Facebook category of the day and for friendly reminders to vote, especially in the very competitive categories. Daily reminders with links to the voting and the promotional video would also be posted. QR Codes in our printed products: newspaper ads, bus shelter posters, and fliers; offer readers a quick gateway via phones to vote on our Facebook page and online at cm-life.com.

Print and online ballots and Facebook voting, plus the bribe boxes added up to more than 3,100 ballots cast. This was an increase of 42% from 2010.

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Promotional Plan 1

AUGUST

BACK TO SCHOOL DELIVERY BLITZ:

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.

iPAD2 GIVEAWAY PROMO:

This promotion was designed to increase followers on Twitter and likes on Facebook. It also was a great way to introduce our paper and website to incoming freshmen at CMU. These two -sided cards were handed out at CMU’s welcome event, Mainstage, along with our Back To School issue, and at our Wares Fair event two weeks later. This was a 3-week promotion. Students simply had to leave this message on our Facebook wall “Welcome Back CM LIFE!” and if they had a Twitter account they got a double entry if they tweeted: “Welcome Back @CM LIFE!” This promotion boosted our social media fans by 420 and 340, respectively. Ads ran in the paper promoting the event and social media was used as a reminder.

JAN. - DEC. DAILY EFFORTS:

JAN. - DEC. MONTHLY EFFORTS:

ADVERTISER NEWSLETTERS Twice a month, the PR staff communicates to our advertisers all the promotions and special sections CM LIFE is working on, so our local businesses can be part of the action. In addition, each newsletter features an article, reinforcing the advertiser’s decision to promote in the student newspaper or the student market. This newsletter is sent to our advertiser email list, plus posted on our advertising website.

1&2. Advertising & Editorial staffs package papers for door to door delivery; 3. Staff “Who Reads” shirts for all events; 4. iPad promotion cards distributed at all events first two weeks of class; 5. Sample Facebook responses; 6. Happy iPad2 winner.

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Promotional Plan 1. One of more than 100 businesses at event; 2. Samples of giveaways from a local vendor; 3. Another business booth at Wares Fair; 4. Sample of back of information sheet handed out at residence hall meetings; 5&6. Campus Cash website. (Click on it); 7. Example Facebook post.

SEPTEMBER WARES FAIR:

Wares Fair is CM LIFE’s largest reader event of the year it is a “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. This event is held the second week of classes after the Labor Day break and draws more than 4,000 students and community members. CM LIFE gives away bags stuffed with papers, apartment guides and coupon books filled with offers from local businesses. The event is promoted through social media, 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.

CAMPUS CASH:

2 4

3 5

CM LIFE publishes a 50-60 page coupon book twice a year. Once at the beginning of the school year in August and another near the beginning of the Spring Semester in February. These books are distributed at events, activities and rack locations on campus. Advertisers and readers LOVE them. This section is promoted in the newspaper, on the website, on CM LIFE’s facebook page and on bus shelters. The bus shelter poster includes a QR code that takes the user to our coupon book’s own dedicated website. The daily task of our PR interns is to Facebook and Tweet a different coupon each day, to encourage our readers to redeem. These Facebook posts give an advertiser 1,800-2,500 impressions on their coupon. The PR staff maintains the website.

(Click on the CLICK HERE button to the left to see our Campus Cash coupon website).

RESIDENCE HALL & RSO PRESENTATIONS:

In an effort to reach out to more freshmen and get them to start reading earlier, our PR interns coordinate with the 14 Residence Hall directors to make presentations at hall council meetings. The PR interns accompanied by a representative from the newsroom, usually the Editor In Chief, 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. In addition, we provide a handout with contact information for each department on the paper. On the back of that sheet we also include instructions on how to make a newspaper hat, with an encouraging message to read, reuse and recycle. The PR interns have paper hats already premade to hand out as well.

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Promotional Plan OCTOBER HOMECOMING: Promotion package includes a half-page ad for the advertiser in the WHO CARES paper, mention on CM LIFE Facebook (7,200+ fans) and Twitter (4,100+ followers) pages twice a week (depending on home game schedule), and 18 ads in CM LIFE during baskeball season. Winners are featured in ads after each home game. After the winner for each game picks up heir prize, we post their picture to the CM LIFE facebook page, and to our special photo album of Rowdies. CM LIFE fans tag and share their photos, too, giving your business even more exposure. Participating businesses must provide nine prizes of $10 or more in value.

LMFAO PROMOTION:

This fun promotion by our Party Rockin’ (PR) team generated a lot of buzz and interest. Similar to our February Kesha promotion, CMU Student Life gave us 20 tickets to promote the upcoming LMFAO concert on campus. The team decided to modify the contest slightly by doing all the filming themselves. Our PR team set up four dates and times at high-traffic locations to invite readers to come “shuffle” to their favorite LMFAO songs. Dancers did their best LMFAO moves in front of a green screen for 20-30 seconds. After all the filming was done, our video editors then edited the backgrounds with background animation to add to the entertainment. All videos were loaded to the CM LIFE Facebook page for “Like” voting. The top 5 vote getters each won 4 tickets to the show. Promotion for the event included the obvious social media, print ads, web ads, bus shelter posters and fliers around campus.

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put ed all the videos, we will it is 3. Once CM LIFE has collect ok page for voting. Then equal them on the CM LIFE facebo to win your tickets. Likes up to you to get the votes the most “LIKES” win four with videos votes. The five g video, regardless winnin per tickets 4 is tickets. (That in the video). of the number of people October 18 at 12:01 am and Tues., 4. Voting will open on er 23 at 9 pm. close on Sunday, Octob a screenshot of the top five grab will s Admin LIFE down. 5. CM and videos will be taken vote-getters at that time, nced in the Monday, annou 6. The winners will be Life. October 24 issue of CM sday, October 26 at 4 pm to 7. Winners have until Wedne will be at the CM LIFE office pick up their tickets. Tickets Hall at CMU. Please bring in 436 (4th floor) Moore your ID with you.

Video Schedule: WEDNESDAY, OCTOBER 12 7-8:30pm @ the SAC THURSDAY, OCTOBER 13 Noon - 1:30pm @ the UC FRIDAY, OCTOBER 14 6-8 pm @ Finch Fieldhouse SATURDAY, OCTOBER 15 1-3 pm @ Tailgate, near Event Center

436 Moore Hall • CMU • Mt. Pleasant • (989) 774-3493

Employees/Staff of Central Michigan Life, CMU Event Center, CMU Student Life, and CMU Program Board are not eligible to win.

JAN. - DEC. DAILY EFFORTS:

JAN. - DEC. MONTHLY EFFORTS:

ADVERTISER NEWSLETTERS Twice a month, the PR staff communicates to our advertisers all the promotions and special sections CM LIFE is working on, so our local businesses can be part of the action. In addition, each newsletter features an article, reinforcing the advertiser’s decision to promote in the student newspaper or the student market. This newsletter is sent to our advertiser email list, plus posted on our advertising website.

CLICK THE PLAY BUTTON TO THE LEFT TO SEE THE FINAL VERSION.

1. LMFAO Promotional ad with rules and video schedule. A second version ran where to vote and deadlines. 2. LMFAO Bus Shelter ad; 3. Example Facebook post; 4. Scenes from recording sessions. Click on the picture to see the final version.

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Promotional Plan Full page ads in the paper, bus shelter posters, posters and flyers placed around campus.1. Austin Powers; 2. Starsky & Hutch; 3. James Bond; 4. Charlies Angels. Click on each play

button to see the videos posted to Facebook and Vimeo.

6A || Monday, Oct. 24, 2011 || Central Michigan Life

Mt. Pleasant pads are

GROOVY!

a That’s holotta fair! housing

HOUSING FAIR:

SERIOUSLY,

DO IT!

* COSTUMES COMPLIMENTS OF HALLOWEEN COUNTRY @ BLACK TIE TUXEDO & COSTUME SHOP, 1017 S. MISSION, MT. PLEASANT

Baby! H a Ye

Mt. Pleasant

HOUSING

FAIR

Monday, November 7 UC ROTUNDA 3PM - 6PM

Mt. Pleasant

HOUSING

Oooo... Shagadel

FAIR

Monday, November 7

My man

huggy bear digs this.

ic!

egin! b h Le t t searc he UC ROTUNDA • 3PM - 6PM

It’s time to swing, baby, before all the smashin’ pads are gone for 2012-2013!

NOVEMBER

www.cm-life.com

Get focused

on the 2012-2013

A little bird tells me this is gonna be a big deal.

investigation

for the best digs in Mt. Pleasant.

LET THE SEARCH BEGIN! * COSTUMES COMPLIMENTS OF HALLOWEEN COUNTRY @ BLACK TIE TUXEDO & COSTUME SHOP, 1017 S. MISSION, MT. PLEASANT

* COSTUMES COMPLIMENTS OF HALLOWEEN COUNTRY @ BLACK TIE TUXEDO & COSTUME SHOP, 1017 S. MISSION, MT. PLEASANT

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6B || Wednesday, Oct. 26, 2011 || Central Michigan Life

6A || Monday, Oct. 31, 2011 || Central Michigan Life

www.cm-life.com

From Mt. Pleasant

with Love.

READY FOR

YOUR NEXT

MISSION? You don’t have

to be brilliant, or

Mt. Pleasant

beautiful, or work

HOUSING

for a guy in a box

FAIR

to find the best

place to live in

2012/2013.

Mt. Pleasant

HOUSING

FAIR

Monday, November 7 UC ROTUNDA 3PM - 6PM

Time to go to work, Angels! Earn your Wings!

MONDAY

November 007

lets take the Aston Martin for a quick spin to the Housing Fair

UC ROTUNDA 3PM - 6PM

I’m Shaken AND Stirred!

It doesn’t take a secret agent to find the best place to live in 2012-2013, but it definitely helps.

to do a woman’s job

Let the search begin. * COSTUMES COMPLIMENTS OF HALLOWEEN COUNTRY @ BLACK TIE TUXEDO & COSTUME SHOP, 1017 S. MISSION, MT. PLEASANT

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Hey, I was gonna say that

Never send a man

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LET THE SEARCH BEGIN * COSTuMES COMPlIMENTS OF HAllOWEEN COuNTRy @ BlACk TIE TuxEdO & COSTuME SHOP, 1017 S. MISSION, MT. PlEASANT

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• Tallgrass Apartments • United Apartments - Deerfield Village - Emerald Village - Hickory Lane - Jamestown Apartments - Main Street - Polo Village - Southpoint Village - Union Square

• United Apartments - Washington Village - West Campus Village - Western Islands - Westpoint Village • University Meadows • Village at Bluegrass • Yorkshire Commons Apartment & Townhomes

This event is held on campus and hosted by CM 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 units represent 10 of our top 20 accounts. They also support three apartment directories during the year for distribution around campus. This free event is a thank you to them for their loyal business. This year we wanted to create more buzz for the event, and try to leave something more memorable in the minds of students, then just generic housing fair ads. Our goal was to get readers talking, laughing, commenting and sharing with their friends. This would help create top of mind awareness for the event. Our advertising staff worked with the PR team to create a Detective/Spy theme from favorite TV shows and movies over the years. We ended up choosing to spoof Austin Powers, Starsky & Hutch, James Bond and Charlies Angels. Our PR staff set up the photo and video shoots for each theme, worked on scripts and negotiated with the local costume shop for trade. Our Creative staff put the finishing touches on the designs. Our editorial department got involved by loaning us a videographer, who creatively worked with our models to produce 4-30 second commercials spoofing the characters. The videos were posted on CM LIFE’s Facebook page, the Housing Fair event page and the PR and Advertising teams also posted to their own personal Facebook pages to get people sharing. (You can click on each of the ads to the left to take you to their videos on our Vimeo site). Our advertisers were pleased with the final results. And they recognized the amount of promotion and effort that went into this year’s event. The promotion increased attendance significantly over the previous year, and that pleased our customers event more. This event also helps promote CM LIFE as a source for the latest and most complete information on apartments in the Mt. Pleasant community.

CLICK THE PLAY BUTTON TO ON EACH AD TO SEE OUR COMMERCIAL SPOOF VIDEOS!

COLLEGE HEIGHTS

WESTERN KENTUCKY UNIVERSITY’S NEWS SOURCE

• www.wkuherald.com • facebook.com/wkuherald • @wkuherald • facebook.com/chheraldsports • @wkuheraldsports •

Fall 2011 Marketing & Promotional Plan

To maximize overall awareness of the College Heights Herald we used a combination of advertising, marketing and social media to effectively reach the WKU community. The Fall 2011 marketing and promotional plan was designed to increase our social media involvement. We also aimed to increase our social media interaction with not only our readers, but also our advertisers. By increasing our social media reach we were able to increase our online viewership and the way in which our readers engage with our media outlets. House Ads were frequently used to promote recruiting, special sections and to tie content in the paper to the web. The run dates for ads can be seen in the attached advertising schedule. Promotional items are regularly distributed at campus events and fairs and used throughout the semester to help maintain a consist brand image for the Herald. Items used throughout the semester include: Herald T-shirts, buttons, QR codes, cups, flash drives, water bottles and pens. IMG/HIlltopper Sports Marketing Partnership The Herald partners with IMG/Hilltopper Sports Marketing to further promote our media outlets to the WKU community. For Fall 2011 these included a Unique Football gameday experience that was awarded to WKU’s “Ultimate Fan”, online advertising on wkusports.com and a T-shirt sponsorship of the three point shot at men’s basketball games.

Find us! www.facebook.com/wkuherald www.facebook.com/chhsports @wkuherald @wkuheraldsports @wkuheraldnews College Heights Herald

iPhone App

Android App

Stress Busters For our annual Stressbusters publication we teamed up with Sprint and offered our readers the chance to win a Samsung Conquer 4G handset if they completed a WKU triva puzzle inside the publication. We again tied this promotion into our social media and also teased the special section with this giveaway in the Herald. SOCIAL MEDIA One of our main goals this year has been to develop a cohesive social media strategy that develops and maintains relationships with our advertisers and readers. In order to create the involvement and buzz through our social media accounts, we developed two campaigns in the fall to drive traffic to these outlets. We saw an increase in social media followers and website traffic through the “Ultimate Fan” and “Herald Holiday Giveaway” campaigns.

wkuherald.com

In addition to these campaigns we started posting story headlines daily and asking our followers their thoughts, opinions, and suggestions through social media. We were also able to involve some of our advertisers by tagging and sharing the advertisements they ran in print editions, which would direct our followers to their business’s social media pages. Fall 2011 Semester EVALUATION Evaluating our traffic on wkuherald.com from Aug. 23 to Dec. 15 the site had 192,524 total visitors. This was an 80 percent increase from the same time period in 2010. Total pageviews during the time period were 364,946. A 55 percent increase from the same time period in 2010. The pageviews from Facebook were 26,140. A 90 percent increase from the same time period in 2010. In the start of the fall semester we began tracking our likes, followers and app downloads. During the fall semester our iPhone app downloads increased from 739 to 1,191; up 61 percent. Our Facebook likes increased from 3,640 to 3,804; up 4.5 percent. Our @wkuherald twitter followers have increased from 1,843 to 2,265; up 23 percent. Our @wkuheraldsports twitter followers have increased from 848 to 1330; up 57 percent.

Fall 2011 Main Campaigns

WKU ULTIMATE FAN CONTEST

Throughout the WKU Ultimate Fan campaign we took several different social media approaches to create interest and gain exposure within our target market. First, we created a unique website, where we could direct all of our traffic from various social media outlets for the contest information and voting, which was www.wkuherald.com/sports/ultimate_fan. Over the course of the three-week campaign, the WKU Ultimate Fan webpage received 3,303 pageviews; 1,725 of those total pageviews were directed from Facebook; and during the week of, the total votes equaled 1,200. During the campaign we updated our social media outlets with information regarding the contest to keep continuous buzz. We also started a #WKUultimatefan hashtag mini-contest, where our followers could tell us their #WKUultimatefan memories for chances to win an assortment of WKU gear/prizes. This hashtag contest created great buzz and traffic through our Twitter account because our followers were tweeting their memories and hashtagging #WKUultimatefan. It is also notable that our Twitter account increased by over 100 followers during the campaign. Herald Holiday Giveaway This fall we offered our advertisers a unique opportunity to be viewed online, in print and through social media by becoming a sponsor in our Herald Holiday Giveaway. The Herald planned a week of gift giving to say â&#x20AC;&#x153;thank youâ&#x20AC;? to our audience and involved our advertisers in the promotion. Two sponsorship levels were offered, with the highest level including 15 social media tags or mentions for the advertisers. We had more than $2,200 in prizes to giveaway from seven different advertisers. A special ticket insert was included in our Holiday Special Section on Nov. 28. WKU students, faculty and staff who picked up a paper could register one ticket number through a webpage designed for the promotion (www. wkuherald.com/holiday_giveaway). The week of Dec. 5-9 was the prize giveaway and all winners were notified through email and announced on Facebook and Twitter. In these posts we would mention and tag the businesses that were giving away the prizes.

COLLEGE HEIGHTS

WESTERN KENTUCKY UNIVERSITY’S NEWS SOURCE

• www.wkuherald.com • facebook.com/wkuherald • @wkuherald • facebook.com/chheraldsports • @wkuheraldsports •

Fall 2011 HErald Marketing & Promotional Schedule 8/15/11 online ad 8/25/11 event

8/30/11 Half page tab ad

8/31/11 event 9/6/11 2 x 3.5 ad 9/9/11 full page tab ad 9/13/11 1/4 page ad 9/16/11 full page tab ad

9/17/11 event 9/30/11 full page tab ad

10/1/11 sponsorship 10/11/11 2 x 4 ad 10/17/11 2 x 5 ad 10/24/11 event 10/25/11 event

7 month banner ad on wkusports.com to promote wkusports.com wkuherald.com participated in informational M.A.S.T.E.R Plan Fair fair for all incoming students to promote herald online coverage of WKU v. UK football Topper Extra Sports Special Section game participated in Chamber of Welcome Back Western Commerce welcoming students Fair back to campus College Heights Herald Topper Extra Sports Special Section College Heights Herald Topper Extra Sports Special Section

Herald Staff Topper Extra Sports Special Section

IMG College Heights Herald Homecoming Special Section Herald Staff Herald Staff

11/4/11 1/4 page ad 11/7/2011 -‐ 12/9/11 online ad

College Heights Herald wkuherald.com

11/8/11 1/4 page ad 11/8/11 1/2 page ad

College Heights Herald College Heights Herald

11/11/11 1/4 page ad 11/11/11 1/4 page ad

College Heights Herald College Heights Herald

Ultimate Fan Contest promotion Ultimate Fan Contest promotion Ultimate Fan Contest promotion Ultimate Fan Contest promotion Hawked papers and passed out promotional items during pre-‐ game activities Ultimate Fan Contest Winner Football Unique Experience for the winner of the Ultimate Fan competition Homecoming SS

participated in Graduation Fair participated in Graduation Fair Left Brain/Right Brain Recruiting Promtion Holiday Giveaway teaser Left Brain/Right Brain Recruiting Promtion Holiday Giveaway teaser Left Brain/Right Brain Recruiting Promtion Holiday Giveaway teaser

11/15/11 1/4 page ad 11/15/11 1/4 page ad

College Heights Herald College Heights Herald

11/18/11 1/4 page ad 11/18/11 1/4 page ad

College Heights Herald College Heights Herald

11/23/11 sponsorship

IMG

11/26/11 sponsorship

IMG

11/29/11 Full page ad

College Heights Herald

11/29/11 full page tab ad

Holiday Special Section

11/29/11 insert

College Heights Herald

12/2/11 1/4 page ad

College Heights Herald

12/2/11 2 x 8 ad

College Heights Herald

12/4/11 sponsorship

IMG

12/6/11 1/4 page ad

College Heights Herald

12/6/11 2 x 8 ad 12/6/11 2 x 3 ad

College Heights Herald College Heights Herald

12/9/11 1/4 page ad 12/9/11 1/2 page ad

College Heights Herald College Heights Herald

12/9/11 front page teaser

College Heights Herald

12/12/11 full page tab ad 12/12/11 full page tab ad 12/12/11 full page tab ad

Stressbusters Stressbusters Stressbusters

Left Brain/Right Brain Recruiting Promtion Holiday Giveaway teaser Left Brain/Right Brain Recruiting Promtion Holiday Giveaway teaser Herald three point sponorship at men's basketball game Herald three point sponorship at men's basketball game Holiday Giveaway -‐ listing all prizes Happy Holidays from the Herald Holiday Giveaway ticket numbers Holiday Giveaway -‐ Register your ticket today Pick up Stressbusters for a chance to win a cellphone Herald three point sponorship at men's basketball game Holiday Giveaway social media promotion Pick up Stressbusters for a chance to win a cellphone wkuherald.com promotion Holiday Giveaway -‐ Giveaway this week Congrats Graduates Pick up Stressbusters for a chance to win a cellphone Holiday Giveaway Congrats to Winners Cellphone giveaway Promotion Thank you

STRESSBUSTERS

this puzzle for a

chance

Page 6 Crossword

to win a

To enter bring completed puzzle to the Student Publications Office or submit the answer to the Herald on Facebook, Twitter, or email marketing@wkuherald.com by noon on Dec. 14.

Page 3 C Crossword

Complete

NEW Page 11 C P Crossword d

Samsung

Conquer 4G handset

Sponsored by:

760 Campbell Ln Ln.. Suite 105

Unscramble each of the clue words. Copy the letters in the numbered cells to other cells with the same number. Created by Puzzlemaker at DiscoveryEducation.Com

? wkuherald.com/sports/ultimate_fan Enter for a chance to win the Ultimate WKU Football Fan package @ Oct. 1 Arkansas State Game Join the Pre-Game Topper Walk • Locker Room Pre-Game Speech with Coach Taggart • Run on the Field with the Team • Pre-Game Sideline Passes • Visit Press Box at Halftime for Radio Interview • Autographed Team Football • Pictures with Coach Taggart • Personalized Press Pass • Two Reserved Seat Tickets facebook.com/wkuherald • @wkuherald • @wkuheraldsports

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 2011 Relay For Life held on the campus of the University of Pennsylvania on April 8-9, 2011. 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 doubletruck spread inside the daily newspaper (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 2011 Relay For Life raised more than $100,000 towards cancer research. Moreover, the members of this year’s planning committee eagerly approached us ahead of time for the 2012 event to work out another deal similar to that of 2011. 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, 2011, 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. 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. C. 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. D. 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. E. 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. F. 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.theDP.com by March 1, 2011. G. 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, 2011. 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, 2011. b. While DP participants may continue to register after this date, RFL cannot guarantee t-shirts for those participants. III.)

The Daily Pennsylvanian’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 2011 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 advertising@theDP.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 2-page broadsheet section to be inserted into April 8, 2011 edition of The Daily Pennsylvanian. All content will be provided by RFL before March 16, 2011. All design and layout will be done by the DP. a. The 2-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:

________________________

_____Dana Tom__ _________

Signature

________________________

_________________________

Position:

________________________

_____Business Manager______

n ews

Page 12 Thursday, April 7, 2011

The Daily Pennsylvanian

New UN position spurs literacy The group, led by professor Daniel Wagner, aims to create ‘inter-university cooperation’ BY KAREN AQUINO Staff Writer Out of the world’s total population, which is close to 6.7 billion people, an estimated one billion are either illiterate or low-literate, Graduate School of Education professor Daniel Wagner said. In an effort to lower this figure, the United Nations Educational, Scientific and Cultural Organization has established a UNESCO Chair on Learning and Literacy at GSE. Wagner has been named as the chairman. UNESCO’s chair program aims to further research and development in “all of UNESCO’s fields of competence by building university networks and encouraging inter-university cooperation,” according to UNESCO’s website. There are 695 UNESCO chairs in uni-

versities all over the world, but Penn’s is only the 18th in the United States and the first at a graduate school of education. The establishment of the chair position at Penn creates vast opportunities for a strengthened partnership between the school and UNESCO — certain official functions that UNESCO has with the United States will automatically include Penn from now on, Wagner said. It gives the school “a special responsibility and opportunity to be more involved with the United Nations … and to shape the policy discussion around what it’s important to be doing in the world of literacy,” Wagner continued. The relationship between U NESCO and Penn dates

back to 1994, when they coestablished Penn’s International Literacy Institute, now directed by Wagner. The ILI focuses on literacy issues for children and adults, with a focus on developing countries. Literacy is such a poignant issue for the United Nations because “all the data we have shows that literacy is indicative of social and economic advancement,” Wagner said. “While literacy is a complex issue … it seems that it is commonly understood as a dividing force, serving to further marginalize those who are continually excluded from economic and social mobility,” GSE doctoral student Katie Murphy explained. Murphy, a student of Wagner’s, thinks that his “focus on literacy is grounded in a desire to promote equity and inclusion, and he has taken a practical approach to working with marginalized populations

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around the world to create innovative ways to promote basic literacy.” Ultimately, the impact of the chair’s establishment will be beneficial for both UNESCO and Penn. GSE masters student Alex Pak, who is currently one of Wagner’s students, wrote in an email that Wagner is “extremely committed to his students, passionate and exceptionally inspiring.” He “engages his students to think critically, asking insightful questions and guiding his students to present evidencebased arguments,” Pak added. “It’s one thing to say, ‘I want to change the world, I want to do good,’” Wagner said. “It’s a lot harder to do it, and efforts like the UNESCO chair will not shake the world … nonetheless, there are opportunities that get opened for people to John Sim/DP Staff Photographer work on what we’re starting, and these are opportunities Graduate School of Education professor Daniel Wagner has been appointed the GSE chairman for the United Nations Educational, Scientific and Cultural Organization. that we hope to build on.”

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PRESENTS

The George H. Heilmeier Faculty Award for Excellence in Research FEATURING

Christopher S. Chen Skirkanich Professor of Innovation

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FRIDAY, APRIL 8, 2011 PAGE 7

THE DAILY PENNSYLVANIAN — RELAY FOR LIFE

PAGE 6 FRIDAY, APRIL 8, 2011

RELAY FOR LIFE | APRIL 8-9, 2011 | THE PALESTRA

SHANNON RIDGE, Relay for Life Co-Chair JESSICA BELL, Relay for Life Co-Chair ALEX RYU, Colleges Against Cancer President PETER HA, Colleges Against Cancer V.P. AMY WOODRUM, Recruitment Chair HALEY PHILLIPS, Fundraising Co-Chair ALI GILBERT, Fundraising Co-Chair LANE ROBINSON, Survivorship Co-Chair DAVID NADLE, Survivorship Co-Chair

JESSE RAPPAPORT, Entertainment Chair LINDA WANG, Sponsorship Chair ELANA LEV, Publicity Co-Chair MK KLEVA, Publicity Co-Chair JULIE KRANSELER, Education Chair MICHELLE CALABRESE, Advocacy Chair JULIE PERKINS, Community Outreach Chair

WE WOULD LIKE TO THANK OUR GENEROUS SPONSORS

LETTER FROM THE CHAIRS

elcome to the 2011 Relay for Life at the University of Pennsylvania! Relay for Life is a truly unique event in that it brings together students from nearly 200 different campus organizations for a single night in support of an important cause. This year, our committee has worked especially hard to involve a record number of student groups in the implementation of games, activities, and other events at Relay. We are proud of the amount of time, thought, and energy that so many students have put into their pre-event fundraisers and on-site activities. This event would not have been possible without the enthusiasm and support of the Penn student body, and we hope that after tonight you will be inspired to stay involved with Relay for Life and ensure that it continues to grow in the future. While most of the 12 hours that we spend tonight at Franklin Field will be festive, our favorite part of

the night is the Luminaria ceremony. Please join us at 11:00 pm when we gather to remember those who have died from cancer, celebrate cancer survivors, and pledge to fight back against this deadly disease. As you listen to students and faculty members discuss their battles with cancer, we hope you will keep in mind that you are one of 3.5 million Americans in 5,000 communities participating in Relay for Life events this year. Together, we can raise the much-needed funds and awareness to save lives from cancer. This event would not have been possible without help from the Penn and Philadelphia communities. We would like to thank all of our sponsors, who have generously agreed to donate food, drinks, and other products to support our event. We would specifically like to thank our top level sponsors, The Daily Pennsylvanian, Penn’s Student Activities Council, Maggiano’s Little Italy, and PennQuest.

FUNDRAISING Where does the money we raise go?

0%.. SPEC

SOCIAL PLANNING & EVENTS COMMITTEE

A common misconception is that the American Cancer Society exclusively funds research to help the fight against cancer, but the reality is that funds raised also provide crucial support services to cancer victims and their families. Some examples of these include: Road to Recovery, an ACS program which provides drivers for patients otherwise unable to attend their oncology appointments; Hope Lodge, similar to the Ronald McDonald House, but exclusively for cancer patients and their families; and TLC, a program which provides wigs and mastectomy aids to women who have undergone breast cancer treatment. As you can see, the dollars you donate support a variety of important services as well as research and make a direct impact on those in great need.

A special thanks to Peggy Kowalski and the entire Penn facilities team. We appreciate their patience, understanding, and cooperation as we put together our event. We also owe a big thank you to our advisor at the American Cancer Society, Carly Chizik, whose support, advice and encouragement have been indispensable to us in the months leading up to Relay for Life. Finally, we are incredibly thankful to our Relay planning committee. They have worked hard all year planning, publicizing, and fundraising for Relay, and this night would not be possible without them. We hope you enjoy the 2011 Relay for Life and thank you for choosing to spend your Friday night supporting such a great cause.

OTHER ON-SITE ACTIVITIES

With hope,

JESSICA BELL AND SHANNON RIDGE

2011 RELAY FOR LIFE CO-CHAIRS

TOP TEAMS (AS OF MAR. 30) Chi Omega Seniors 2011 - $4,639.00 Alpha Phi 1 - $4,237.34 Team Castle 1 - $2,236.00

TOP INDIVIDUALS (AS OF MAR. 30) Marin Jacobwitz - $4,169.00 Ellie Roberts - $3,225.00 Hannah McInnes - $1,301.00 Peyton Katz - $1,230.00 Steve Leung - $1,000.00 Jacqueline Lem - $910.00 Jennifer Chaquette - $750.00 Daniel Newman - $750.00 Emily Strupp - $710.00 Ali Gilbert - $697.34

SURVIVORS' STORIES

LANE ROBINSON (College 2013) Survivorship Co-Chair Luminaria Ceremony Speaker

I was diagnosed with a rare pediatric cancer at 16 and had to undergo chemotherapy based off of brand new research, but am now in remission! I experienced firsthand the necessity of the research and survivorship programs that the American Cancer Society supports, so I knew I wanted to give back by joining the Relay for Life planning committee. As Survivorship co-chair, I've had the opportunity to meet a lot of great people, both survivors and supporters of the fight against cancer. I'm looking forward to speaking at the ceremony with my mother, a Breast Cancer survivor, about our experiences!

DAVID NADLE (Wharton 2012) Survivorship Co-Chair 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, then came to Penn the following fall. I began to get involved with Relay for Life at Penn at the start of this year. As co-chair 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 and see the community’s support.

BRIAN SERPICO (Wharton 2013) Luminaria Ceremony Speaker This past summer, I found a giant lump on my neck. Well, my friend found it... we were playing Wiffle Ball and he said, "Wow, that is a giant lump on your neck." A few weeks and a few dozen tests later, I was diagnosed with Non-Hodgkin's Lymphoma and told to go directly to HUP to begin treatment. After 6 months of chemotherapy (and 6 months of unrequited flirting with the 7th floor nurses), I'm in remission and feeling like myself again. I haven't done Relay for Life since I was in middle school, when the cause seemed so impossibly foreign-- I didn't know anyone who was personally affected. Now that I've lived through it firsthand, I understand just how important this event is.

SCHEDULE OF EVENTS 8:00 p.m. OPENING CEREMONY: National Anthem: Penn Masala Dennis and Doris Cochran-Fikes Sparks Dance Company Slow Dance Chubby Penn Raas Pan-Asian Dance Troupe LUMINARIA CEREMONY Yali Derman, Lane & Edie Robinson, Brian Serpico 12:00 a.m. Jung and the Rubbers 12:40 a.m. Off the Beat 1:10 a.m. Red Giants 9:00 p.m. 9:35 p.m. 10:15 p.m. 10:35 p.m. 11:00 a.m.

1:40 a.m. 2:00 a.m 2:35 a.m. 3:05 a.m. 3:35 a.m. 4:00 a.m. 7:00 a.m.

Quaker Girls RAVE UnRapt/Rossman Penn Ballet Tossing Josh Karaoke CLOSING CEREMONY

Root Beer Pong hosted by Team “The Daily Pennsylvanian" Balls 4 Balls hosted by Team “Phi Gamma Nu" Bookstore Silent Auction with NOOK Color hosted by Jacob Davis Sports Items Silent Auction hosted by Team “Club Field Hockey” Apple Computer & Snacks Station hosted by Apple Computer, Inc. Musical Chairs hosted by Team “EH5” Goldfish Competition hosted by Team “Postbacs” Rave with Glowsticks hosted by Teams “Sigma Pi Zeta,” “PRC,” and “Da shiz” Moon Bounce hosted by Team “Alpha Phi Omega” Movies in the Break Room hosted by Team “Alpha Phi Omega” Red Bull Power Hour hosted by Red Bull Face Painting and Craft Table hosted by Team “Elana Bell Memorial" Games hosted by Team “Penn Band” Juice Drinking Games hosted by Team "ZBT" S'mores Sale hosted by Hershey’s Corporate Group Latin Treats Sale hosted by Team “Wharton Latino” Water Bottle Sale hosted by Team “Penn Red Cross” Hot Chocolate Sale hosted by Team “Penn Newman” Pancake Breakfast hosted by Team “Penn Newman” Puppy Chow Sale hosted by Team “Circle K” Bake Sales hosted by various teams Ultimate Frisbee Tournament hosted by the Relay Entertainment Committee Quizzo hosted by the Relay Education Committee Video Game Station hosted by the Relay Entertainment Committee Survivorship Dinner hosted by the Relay Survivorship Committee (survivors only)

The Daily Collegian Division 3, 3d -‐ Best Newspaper Marketing/Promotion Plan In a world in which news is increasingly read on smartphones, laptops and tablets, both building and maintaining the circulation of a student-‐run newspaper is ever more challenging. The Daily Collegian has been serving the Penn State community for 125 years, and maintaining loyalty among our readers is crucial for the paper to continue to operate. Therefore, our promotions campaigns have centered around rewarding readers for picking up the paper, increasing loyalty, and making the paper more interactive. We also frequently merged our print promotions with social media aspects, to keep up with the ever-‐changing newspaper dynamic and business model. One of our most successful promotions is the Penn State White Out T-‐Shirt Contest, which the Collegian coordinates in conjunction with Penn State Athletics and the Penn State Student Bookstore. The Collegian promotes the contest that allows students to design the official Penn State white out t-‐shirt, which is worn by over 40,000 students during our annual white out football game. The white out t-‐ shirts have the Daily Collegian’s logo printed on the back, and are typically worn year-‐round by students on campus. This works well to get the Collegian on the minds of students. We also use the white out t-‐shirts year-‐round as prizes for our other promotions, such as campaigns like Get Caught! or our Golden Ticket promotion. Get Caught! involves our staff members giving prizes to students who are “caught” reading the paper. In a separate promotion, students who find a “Golden Ticket” in their newspaper are eligible for a free t-‐shirt. Besides rewarding students for reading the paper, we also know that students love to see themselves in our publication. That’s why we’ve implemented promotions such as Love Lines and the Halloween Costume Contest. Our Valentine’s Day promotions, Love Lines, invites students to place shout-‐outs in the newspaper to friends or significant others. The Halloween Costume Contest featured many students’ best Halloween costumes both in the paper and online. Students love the opportunity to be featured in the newspaper, and we’ve found that campaigns such as these help to boost student morale toward the paper and also encourages them to continue picking it up every day. Our Twitter Trivia promotion has helped us to encourage students to pick up the newspaper and to follow our online efforts on social media. Through this promotion, we tweet questions relating to the news of the day, and the first student to answer correctly is invited to come to our office to claim a prize. Other promotions we’ve implemented to increase morale, readership, awareness and circulation include our Where on Campus?, Cirque de Soleil and Football Challenge promotions. The Where on Campus? promotion, implemented in March, invited students to look at macro photos of various places on campus and guess what they were. The winner was featured in the paper the next week. For our Cirque de Soleil promotion, we worked in conjunction with the Bryce Jordan Center, the largest entertainment facility in our region, and invited students to complete a puzzle for a chance to win tickets to the show. Our Football Challenge was more in-‐

depth, and included different puzzles and prizes for students each week the Nittany Lions had a home football game. This led up to the grand prize—a 42” LCD Vizio T.V. Each of these promotions have been monumental in increasing circulation, readership, interaction, web traffic and overall morale towards the Daily Collegian. Each year, we face new challenges as newspapers continue to struggle in the face of online content, but these promotions have helped us to keep our return rates low and to make long-‐lasting connections with readers.

Schedule of Promotional Events/Campaigns January -‐ Penn State White Out T-‐Shirt Contest -‐ Get Caught! February -‐ Love Lines March -‐ Where On Campus? April -‐ Twitter Trivia -‐ Penn State Blue White Idol August -‐ Golden Ticket -‐ Football Challenge September -‐ Cirque de Soleil -‐ Get Caught! October -‐ Halloween Costume Contest

Love Lines January – February 2011 Love Lines is a Valentine’s Day-‐themed promotion that ran from the end of January until February 14, 2011. The promotion allowed students, faculty and other Collegian readers to place a short message to a friend, significant other, or family member for Valentine’s Day. The messages ran only in the newspaper, not online, so students had to pick up a copy of the Collegian on February 14 to see their message, or to see the message that someone created for them. This annual promotion is a great way to make the paper interactive, to increase circulation, boost revenue and to get students excited about picking up our product. In addition, students who entered a Love Line were placed in a raffle to win one of four $50 gift cards to one our local advertising clients, TGI Friday’s. Penn State White Out T-‐Shirt Contest January – February 2011 This promotion was created in conjunction with Penn State Athletics and the Penn State Student Bookstore. During one football game each season, Penn State students and fans wear white to “white out” the stadium and intimidate the opposing team. Each year, the Penn State Student Bookstore sells official white out t-‐shirts, designed by a student. The Collegian promoted and coordinated this contest by running advertisements calling for student designs. We then narrowed the options down to four, and ran print advertisements, online ads and utilized social media asking students to vote for their favorite design. Thousands of students voted for their favorite entry, and the winning design ran in an issue of the Collegian before being printed and hitting the Student Bookstore for distribution. The student who designed the winning entry won a variety of prizes, including free season football tickets and free books from the bookstore. Each year, this contest creates a lot of

buzz among students. It helps to drive traffic to our website, where students are required to go if they wish to vote. Penn State Blue White Idol March – April 2011 Blue White Idol is a singing contest the Collegian helps to organize and promote in conjunction with Penn State Athletics. The winning contestant has the chance to sing at the Blue and White carnival prior to the Nittany Lion’s Blue and White football game every April. Penn State Athletics is responsible for the actual event, including set-‐ up, while the Collegian is responsible for promotion and advertising. The Collegian uses advertisements, social media and advertising on campus to promote the contest and encourage students to sign up for an audition and vote for the best singers online by viewing videos. This promotion not only drives traffic to our website, but encourages students to pick up the newspaper every day for more information as the contest moves forward throughout the weeks. Where On Campus? March -‐ April 2011 For a month during Penn State’s spring semester, the Daily Collegian published macro shots of various artwork, sculptures, architecture and other spots on campus, then encouraged students to correctly guess what the photos were. A full-‐size version of the image ran the next week, along with a photo of the last’s week winner. Twitter Trivia April 2011 This promotion was a joint effort to increase circulation of the paper and also to increase student interaction with our social media accounts.

Each Thursday during the month of April, a staff member would post a question on our Twitter account, @DailyCollegian, pertaining to the news that day. The first student who answered the question correctly would win two movie tickets. This promotion worked to encourage students to pick up the paper, increase student morale about the paper, and it was also beneficial to our advertisers. At the end of the promotion, we ran an advertisement congratulating each week’s winner. Golden Ticket August 2011 In order to encourage students to pick up a newspaper, we developed a promotion that gave students a prize for doing so. We inserted Golden Tickets into 200-‐300 copies of the Daily Collegian, passed out papers at key, high-‐traffic areas on campus, and also inserted some in newspapers placed on Collegian paper racks. Students who found a Golden Ticket were eligible to come to our office and pick up a free t-‐shirt as a prize. We run this promotion at the beginning of every semester, and it is generally very successful. To spread the word about the promotion, we run advertisements and utilize our social media accounts. Get Caught! January 2011, August 2011 Get Caught! is a promotion that rewards students for reading the Daily Collegian. At the beginning of each semester – and at various times throughout – our staff members will go to busy spots on campus and give prizes to students who are seen reading the Collegian. Sometimes, we take students’ names and photos and include them in the newspaper. This helps to give students gratification for reading the paper and shows them that we appreciate them picking up our product.

Cirque De Soleil Promotion August – September 2011 This promotion was carried out in conjunction with the Bryce Jordan Center, which is located on Penn State’s campus and is the largest entertainment facility in the Centre County region. Students were encouraged to pick up the paper each day to collect different characters from Cirque De Soleil’s Quidam at the Bryce Jordan Center. After students collected all of the characters from the paper, they were informed to paste them to a puzzle board (also found in the Collegian) and turn it into our office for a chance to win two tickets to the show. Football Challenge August 2011 -‐ November 2011 The Football Challenge promotion allowed students to interact with the newspaper on a weekly basis. During the week before every home Nittany Lion football game, we ran a variety of puzzles, brain teasers and other challenges for students to try their hand at. Students would turn in the challenges at various places on campus, or at our office, and each week we would choose a winner. Prizes included gift cards, free pizza every week for three months and bus tickets and a hotel room to an away game. Students were encouraged to play every week for a better chance to win the

biggest prize – a 42” LCD Vizio T.V., courtesy of Wal-‐Mart. Our promotion encouraged and rewarded students for picking up the paper each week, and also provided advertising for a few of our clients. The promotion was very successful – 40-‐50 students turned in game pieces every week. Halloween Costume Contest October 2011 – November 2011 This contest encouraged students to submit Halloween costumes to the Collegian. Students were then invited to vote online for the best ones. Promotion was carried out via print advertisements, fliers and social media. We chose a few of the best costumes to be featured in a full-‐page ad to encourage students to vote online. We received about 70 costume entries and thousands of votes. The winning costume was featured in an advertisement.

Ka Leo is putting on an interactive Arts Festival on October 20th from 4-8 pm that will celebrate all things art. We have students and community members coming in to display their art in exhibits along McCarthy mall to celebrate UH student artist. We also will have some interactive pieces that you can get involved with, like next year’s t-shirt design collage, paint out bins and more… In addition to taking over McCarthy Mall we have also teamed up with the KTUH, Manoa Experience, the Art Department, Kennedy Theatre and Hamilton Library to have performances going on from Varney Circle to Kennedy Theatre. See list below for time schedule. We invite you to come out and see what is going on, participate if you want and most of all be entertained with all the art you can handle. We will also be having a Ka Leo After Arts Party at Bad-Le from 8-10 pm feature “The Pushovers” sponsored by Activities Council and band booked by Local Magazine. If you would like to participate, volunteer, show your art work, or get involved please feel free to stop by our office 9-5 pm M-F at Hemenway Hall 107. KTUH Stage Schedule: Outside of Arts Building, West end of McCarthy Mall 4:00 pm to 5:00 pm—DJ mix 5:00 pm to 5:30 pm – Manoa Experience Winner Announcement 5:30 pm to 5:50 pm -- Performer (Rapper or Singer: 20 min set) 5:50 pm to 6:35 pm—DJ mix 2 6:35 pm to 7:00 pm-- Performer (Rapper or Singer: 20 min set) 7:00 pm to 8:00 pm—DJ mix 3 Hamilton Square Stage Schedule: Outside of Hamilton Library, East end of McCarthy Mall Hamilton Square Stage 4:00 UHM Hula Classes with Michael Pili Pang 4:30 Chad Pang & Hawaiian Jazz Ensemble 5:00 Completely Insane! 5:30 Indonesian Randai 6:00 Not Confirmed 6:30 Kealoha Wong & Slam Poetry 7:00 Kealoha Wong & Slam Poetry 7:30 Not Confirmed 8:00 PAU!

Kennedy Theatre Stage Schedule: At Kennedy Theatre Department of Theatre and Dance to preview upcoming productions at Ka Leo Art Festival As part of the first ever Ka Leo Arts Festival, audiences will be able to see previews of some of Kennedy Theatre’s upcoming productions, as well as some of the recent work done by UH Manoa theatre, dance, and music students and faculty members. The Arts Festival will be held on Thur., Oct. 20, from 4 p.m. to 8 p.m. as part of UH Manoa’s Homecoming Week celebration and is intended to highlight the wide range of artistic talent that exists on the Manoa campus. Mini-performances by theatre and dance students will take place outdoors on the mall near Kennedy Theatre as well as in the Earle Ernst Lab Theatre, whose entrance faces the Mall. The Ka Leo Arts Festival is free and open to the public and also includes performances outside Hamilton Library and visual arts exhibits in the Art Building courtyard area. Food will be available for purchase along the mall. The Earle Ernst Lab Theatre (and accompanying outdoor area) portion of the schedule (though subject to change) is as follows: 4:15

Outdoors on the Mall A preview of “The Genteel Sabai,” a traditional Indonesian Randai, best known for its pant-slapping percussive dance. Guest artists Pat Katik, Pat Jasrial, & members of the Indonesian Randai class will perform. “The Genteel Sabai” will be held at Kennedy Theatre in February.