MARKETING & PROMOTIONS PLAN Mustang Daily - California Polytechnic State University
In 2012, the Mustang Daily worked at creating a theme that integrated students, faculty and the greater San Luis Obispo community. The “Campus to Community” theme required us to expand our readership base, innovate ways to increase advertising revenue, and integrate involvement in community events. We also refreshed our logo and brand image to better reflect our goals and mentality of serving the campus and community as a whole. We used our 97 years of experience and connection to the Cal Poly community to demonstrate to advertisers the value of marketing their business in the Mustang Daily. • Reinforcing student readership with “Get Caught Reading the Mustang Daily” incentive • Promoting our special editions and giving students a morning boost with our News and Coffee Brews event. • Supporting the community at the weekly Farmer’s Markets and attending the Chamber of Commerce Mixer. • Helping students find a home base at the 4th annual Housing Fair • Sponsoring sporting events with T-shirt tosses • Launching our first ever Business Fair to introduce freshman students to local businesses • Giving back to the local community with our Canned Food Drive • Promoting the Mustang Daily during on campus orientation events like SOAR, Open House and WOW Showcase • Drove traffic to our webpage with our Green Edition, and Multimedia Election Coverage • Rebranded our logo and Social Media Pages • Creating new revenue opportunities with Menu Guide edition, Business Fair, Coupon Books, and a Smart Phone Mobile Application
With these and other promotions we looked to gain student involvement with the paper, and create habits with new students of picking up the Mustang Daily on a consistent basis. Over the Summer we distributed our SOAR edition at Freshman Orientation and connected with new students. During freshman move in day, we handed out free water bottles along with our WOW (Week of Welcome) edition of the paper, targeted towards incoming freshman. We connected students to local businesses at our first annual Business Fair event. We even launched a coupon book to save students money, and increase traffic for our advertisers. We also worked to keep up with technology trends by launching a smart phone mobile application which drove more students, faculty and staff to our website and to our advertiser’s businesses. We continued to look for new opportunities to increase traffic to our website like using Social Media avenues, publishing a “Green Edition” available online only, and providing comprehensive multimedia coverage of the Presidential Election.
www.mustangdaily.net | 805.756.1143 | advertising@mustangdaily.net