3e. Overall Promotions Department Plan The Daily Collegian The Daily Collegian’s Promotions Department focuses on increasing the readership of our print edition of the newspaper with enticing promotions, giveaways and contests. The vast majority of promotions are in The Daily Collegian, while select promotions also run in weekly magazines. In order to publicize all promotions, the department employs social media using Twitter, Facebook and a Tumblr blog. Additionally, the department distributes flyers around campus or hands out issues of The Daily Collegian if entry forms or contest details are inside.
To establish awareness year-round, the Promotions Department organizes monthly paper passouts. Paper passouts require all staff members of the Business Division to distribute issues of The Daily Collegian for one hour the first week of very month. All staff members are informed of any promotions that may be inside so they can properly inform students. Staff members also wear Collegian apparel, such as T-shirts and quarter zips, to appear as a professional, united front. In addition, the Promotions Department representatives are expected to distribute Collegians on campus whenever possible. Paper passouts directly increase circulation and the Collegian’s presence on campus.
The Promotions Department also had the responsibility of launching The Daily Collegian’s sixth publication, the mobile app. The Promotions Department organized the guerilla-marketing project, “Have you seen page 12?”, a purposefully ambiguous message written on hundreds of chalkboards as well as downtown streets and on-campus hangouts. Additional flyers were distributed as well as social media blasts. The message directed students to a full page, full color advertisement publicizing the new mobile app and mobile site. This promotion was a successful way to incorporate picking up the print newspaper and downloading the mobile app. The promotion increased circulation by 13% for that day and acquired 905 downloads (more information can be found in our 3e submission). In addition to the “Have you seen page 12?” initiative, various social media posts, flyers and advertisement campaigns-- the Promotions Department helped The Daily Collegian achieve over 2,000 downloads between November 2012 and December 2012.
Through both elaborate promotions and easy reader-friendly giveaways, the Promotions Department encourages students to pick up The Daily Collegian regularly.
Promotions, Contests and Giveaways Overview The Daily Collegian Promotions Department runs both annual promotions as well as develops new promotions. Annual promotions have the benefit of an existing interest, yet the department tries to surpass the number of entries and votes every year. Examples of annual promotions include the Halloween Costume Contest, Football Challenge, Blue and White Idol, and the Penn State Football White Out T-shirt Contest (see more details in the 2012 Promotions Calendar). Additionally, clients will approach The Daily Collegian with a goal and prize, in which the department must create a promotion tailored to the client’s interest. For example, the Bryce Jordan Center- the major entertainment venue in State College- contacted the Promotions Department with the Cirque Du Soleil - Michael Jackson: The Immortal World Tour tickets. The goal of the promotion was to increase awareness of the show while giving students the opportunity to win tickets. Other examples of these promotions include Dayglow and Totally Tiesto (see more details in the 2012 Promotions Calendar).
Other types of promotions include house promotions to increase the presence of The Daily Collegian itself on campus. These promotions often reward existing readers, such as the Get Caught promotions and the Golden Ticket promotions (see more details in the 2012 Promotions Calendar).
Social Media Overview Our program utilizes many different forms of social media to promote different contests and raise awareness of the newspaper including Twitter, Facebook and Tumblr. Every post is tailored to the student population of our readership, using creative and interesting writing styles in order to grab students’ attentions. The benefit of using these forms of social media is that the entries are short and intriguing, so students are more likely to read them. Often though, tweets will ask students to pick up The Daily Collegian for more details or contest entry forms. Because of our emphasis on the print version of the newspaper, the majority of our promotions somehow involve students picking up the paper. Once students know about one promotion they tend to participate in future ones as well since they know these contests exist.
Best Newspaper Marketing/Promotion Plan The University of South Carolina Our marketing strategy for 2012 was broken down by semester, each term had one overarching program primarily for print with other initiatives that drove readers to our website. The overarching program for spring 2012 was a Get Caught Program. We partnered with a local retailer who provided three $100 gift cards. We would feature a weekly winner in each Wednesday edition who would win a Student Media tee and at the end of the month we would draw from all weekly winners for the $100 gift card. We promoted this through print, online and social media. Our second initiative for spring was our annual readership study. Through a partnership with local entertainment venues we typically secure tickets to 4 to 6 events per semester. In the spring we tend to use these as incentive to fill out our readership study. We kicked this program off in early February and it ran through early April. All surveys have to be completed by going to our website so anyone who wants to enter has to do so through the dailygamecock.com. This strategy is helpful in boosting our online traffic and sending readers there who may not normally visit our site. Another obvious benefit to this program was the information that we gathered on our readers and their reading and spending habits. For fall 2012 our major promotion was The Garnet Ticket which ran from August 27-November 20th. We had several smaller initiatives that focused on ticket giveaways that were conducted purely through our website and mobile app. The idea behind the Garnet Ticket promotion was to partner with one major sponsor and a handful of smaller sponsors that would help us provide 3 giveaways a week for 12 weeks. We randomly hid 3 different tickets a week that were to be brought in and redeemed for that prize. Our major sponsor was a local credit union who agreed to give away $100 per week; this amount would roll over to the next week if it was not claimed. The other partners varied but all were expected to give no less than a $50 gift card for each week that they participated. We promoted The Garnet Ticket online, through social media, in print and, once we launched, on our mobile app. Once we started redeeming the tickets we would photograph the winners and run their picture in the paper. We found that by creating a sense of urgency in our creative (3 tickets a week, 50,000 papers, you can始t win if you don始t read, etc.) really helped our students get in the habit of picking up our product on a daily basis.
The Daily Gamecock Marketing Plan Samples for Best of Carolina promotion
HAVE YOU
VOTED? BEST OF
YOU COULD WIN A CHANCE TO WATCH A PRACTICE AND MEET COACH MARTIN
WHO IS THE BEST OF CAROLINA?
WHO IS THE BEST OF CAROLINA?
HOW
Y U VOTE
Download the Daily Gamecock app and tap the Best of Carolina tile or go to our site, dailygamecock.com and click on the survey tab.
Voting runs Nov. 1st - Dec. 7th. Weekly prizes incde tickets to Eric Church, WWE, and a $100 gift card to Mast General Store. Grand prizes include an iPad Mini or a chance to attend a basketball practice and meet Coach Martin. Oh, and two premier tickets to the Clemson/Carolina basketball game.
HAVE YOU
VOTED
HOW Y U VOTE
Download the Daily Gamecock app and tap the Best of Carolina tile or go to our site, dailygamecock.com, and click on the survey tab. Voting runs Nov. 1st Dec. 7th. There will BEST OF be giveaways weekly and one lucky voter will win tickets to WWE. Winners will be notified Nov. 30.
HAVE YOU
?
VOTED
WIN NNER WIN W NER WIN WI I NER NE WIN W NER WI E WI NER WINNER WIN NE N ER WIN WINNER NER ER
Connor & Christian did and they each won 2 tickets to see WWE!
Vote before December 7th
?
WIN NNER WIN W NER E WIN I NER NE WIN WI NER ER W WIIIN WIN NN NE NER ER E R WIN WINNER NER ER
is s Chad Burtis tis did and he won 2 tickets to Pretty Lights! Once you enter you will be eligible for weekly drawings for area concerts and gift cards.
to win an Ipad
You’ll also be entered to win
Mini or $100
one of two grand prizes including ding
Mast General
an iPad mini or a chance to meet Coach Martin and attend a
Store gift card!
HOW DO Y U VOTE?
Go to dailygamecock.com or download our app!
Gamecock basketball practice. e.
HOW DO Y U VOTE?
Go to dailygamecock.com or download our app!
Daily Gamecock Marketing Plan Schedule 2012
January Get Caught. Run a 3x5 each Wednesday with a 3x5 on the last Friday of the month announcing winner. January 18, 25, 27
February Get Caught February 1, 8, 15, 22, 29 Readership Study. 6x10.5 February 20, 21, 22, 23, 24 Readership Study. 3x10.5 February 27, 28, 29 Readership Study 2x10.5 Ticket Giveaway, Bull Riding March 14, 15, 16, 19, 20, 21 Readership Study 3x10.5 Ticket Giveaway, Michael Jackson Cirque du Soleil March 15, 20, 21, 22, 28, 29 Readership Study 3x10.5 Ticket Giveaway, Drake February 13, 14, 15, 16, 17 Readership Study Social Media: Tweet 3 times a week rotating message.
March Get Caught March 2, 7, 14, 21, 28, 30 Readership Study 6x10.5 March 12, 14, 16, 20, 22, 26, 28, 30 Readership Study 3x10.5 March 1, 2, 13, 15, 26, 28, 30 Readership Study 3x10.5 Ticket Giveaway, Michael Jackson Cirque du Soleil April 3, 4, 11, 12 Readership Study Social Media: Tweet 3 times a week rotating message.
April
Get Caught April 4, 11, 18, 23 Readership Study 6x10.5 April 3, 5, 6, Readership Study 3x10.5 April 2, 4
August Garnet Ticket: 6x10.5 kick-‐off promo August 23, 24, 27, 28, Garnet Ticket: 3x5 Weekly prizes and promo to run Tuesday through Friday of each week until November 20. August 29, 30, 31 Garnet Ticket: 3x10.5 Winner profiles from previous week with contest promo to run every Monday through November 19. Garnet Ticket Social Media: Tweet 3 times a week rotating message. Garnet Ticket Online: Banner running through course of promotion.
September Garnet Ticket 3x5 September 4, 5, 6, 7, 11, 12, 13, 14, 18, 19, 20, 21, 25, 26, 27, 28 Garnet Ticket 3x10.5 September 10, 17, 24 Garnet Ticket Social Media: Tweet 3 times a week rotating message. Garnet Ticket Online: Banner running through course of promotion.
October Garnet Ticket 3x5 October 2, 3, 4, 5, 9, 10, 11, 12, 16, 17, 23, 24, 25, 26, 30, 31 Garnet Ticket 3x10.5 October 1, 8, 15, 22, 29 Garnet Ticket Social Media: Tweet 3 times a week rotating message. Garnet Ticket Online: Banner running through course of promotion.
November Garnet Ticket 3x5 November 1, 2, 7, 8, 9, 13, 14, 15, 16 Garnet Ticket 3x10.5 November 20 Garnet Ticket Social Media: Tweet 3 times a week rotating message. Garnet Ticket Online: Banner running through course of promotion. Best of Carolina Voting General Ad: 3x10.5 November 1 Best of Carolina Voting 3x10.5 Ticket Giveaway, Pretty Lights November 2, 5 Best of Carolina Voting 3x10.5 Ticket Giveaway, Eric Church November 14, 16, 19, 20, 26, 27 Best of Carolina Voting 3x10.5 Ticket Giveaway WWE November 27, 28, 29, 30 Best of Carolina Voting 3x10.5 Ticket Giveaway Coach Martin event November 28, 29, 30 Best of Carolina Social Media: Tweet 3 times a week with rotating message Best of Carolina Online: Large box running through course of promotion
December Best of Carolina Winner Profiles 3x5, December 3, 4, 5, 6, 7
Our second project for the semester was the kick-off for our Best of Carolina voting. This year we included voting on our mobile app as well as our website. We had weekly prize giveaways as well as two grand prizes that we used as incentives. The weekly prizes included tickets to weekly events, Daily Gamecock swag and the two grand prizes were an iPad mini or a chance to watch a basketball practice and meet our new coach along with 2 premier seats to our biggest basketball game of the year. Constant promotion in our print publication along with heavy social media helped grow our votes to a record number. We plan to produce our first stand-alone publication featuring the results in February 2013. We have found that this two pronged approach, one overarching promotion to drive print readership coupled with several smaller initiatives to drive readers online, works nicely together and helped build our brand across platforms.
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 2012 Relay For Life held on the campus of the University of Pennsylvania on March 31April 1, 2012. 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 “Sponsorship – Ad Trade Agreement� 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 fifth 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 2012 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 2013 event to work out another deal similar to that of 2012. 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, 2012, 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, 2012 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, 2012. 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 2, 2012. 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 2, 2012. 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 ad space in The Daily Pennsylvanian or 34th Street Magazine in the form of one front page ad and one 3c x 7� ad. This space can be used any time during the Spring 2012 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. All advertisements 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 the March 30, 2012 edition of The Daily Pennsylvanian. All content will be provided by RFL before March 16, 2012. 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:
________________________
_____Emily Kuo__ _________
Signature
________________________
_________________________
Position:
________________________
_____Business Manager______
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THURSDAY, MARCH 29, 2012
INSIDE
MID-WEEK SWEEP BACK PAGE
Admit rate holds steady at 12.3 percent % 40
Penn Admissions Rates
Early Decision Rate Overall Acceptance Rate Regular Decision Rate
35 30 38.9% 25 20.5% 20
25.4%
15
12.3%
10
17.2%
9.8%
5 Class:
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Regular decision applicants will learn of their admissions decisions at 5 p.m. today BY LOIS LEE Staff Writer At 5 p.m. today, Penn will accept 9.8 percent of regular decision applicants, the Office of Admissions announced Wednesday afternoon. Penn’s overall acceptance rate of 12.3 percent for the Class of 2016 is the exact same as the initial acceptance rate last year. After accepting students off the waitlist throughout the summer, the Class of 2015’s final overall acceptance rate was
12.4 percent. The University admitted a total of 3,846 students to the Class of 2016, including 97 out of the 886 students who were initially deferred in the early decision round. This year’s target class size will be 2,420, Dean of Ad missions Er ic F urda said. Furda said he was pleased with Penn’s numbers, especially given the return of early action programs at
Harvard and Princeton universities, which may have contributed to the University’s 1.4-percent applicant pool drop . Penn received 31,216 applications overall this year. Though Penn “lost about 800 applications” to Harvard and Princeton because of the schools’ early programs, he said the quality of the admitted class has not faltered. He pointed to the average SAT score of 2185 among this year’s class — a fourpoint increase from last year — as evidence of this. “The quality is still there,” he said. “There’s always a difference between quality
and quantity, and there’s a balance between the two.” President of Hernandez College Consulting Michele Hernandez said the consistency of the numbers year to year is a “good sign of a wellformed admitted class.” Though Penn has seen significant decreases in its acceptance rates over the past two years , this year’s trend should not be a cause for concern, she said. “A couple of years ago, Penn’s overall admit rate was over 20 percent,” Hernandez said. “I think they’re where they want to be.” SEE ADMISSIONS PAGE 7
Elections UA Education goes east on campus seeing lower voter turnout ELECTIO
N
2012 S
Elimination of ‘Get Out the Vote’ may be contributing to trend BY TIFFANY XU Staff Writer Although students have more channels than in previous years to learn about the candidates running in this week’s student government election, voter turnout has been lower than in the past. As of 5 p.m. Wednesday, the undergraduate voter turnout was 28 percent . By comparison, at the same time last year, the turnout was 31 percent , according to College junior and Nominations and Elections Committee Vice Chair for Elections Ariela Cohen. Voting began at 12 a.m. Monday and ends at 5 p.m. Friday. Cohen acknowledged that the “mid-week slump” may be a result of the NEC’s decision to discontinue its “Get Out the Vote” day this year — an annual event in which NEC representatives encouraged students to vote on Locust Walk. “Get Out the Vote could have been a crucial 5-6 percent that was missing,” she said. “It’s one of our oldest traditions, and it’s an event that in theory should work. But we felt it just didn’t warrant the cost.” SEE ELECTION PAGE 2
Learn more about UA and Class Board candidates at:
THEDP.COM/ELECTIONS
Zoe Gan/DP Staff Photographer
The new Education Commons at the George A. Weiss Pavilion opened to the Penn community Wednesday afternoon. Around 50 people attended the opening. The building’s study spaces feature eight group study rooms, an open seating area and a seminar room for classes.
The new Education Commons officially opened to the Penn community yesterday BY HUIZHONG WU Staff Writer Students looking to study on the far east side of Penn’s campus have found a home in what used to be 6,400 square feet of
unused space. The Education Commons, located inside the George A. Weiss Pavilion at Franklin Field, for-
mally opened to the Penn community Wednesday afternoon. With its design modeled off that of the Weigle Information Commons in Van Pelt Library, the Education Commons aims to provide a large academic study space where there had previously been none. About 50 people — including
administrators, faculty and students — attended the opening, which marked a “great opportunity to put an academic flag” in Weiss Pavilion, Vice Provost and Director of Penn Libraries Carton Rogers said. Construction on the EducaSEE COMMONS PAGE 3
On urban campus, panhandlers a perennial presence Division of Public Safety tells beggars on campus to ‘cease and desist’ BY MANOLA GONZALEZ Staff Writer My husband threw me out of a window this morning, a woman said anxiously as she
approached. I am pregnant and need money to get to a shelter. College senior Hoa Hoang had never been confronted like this. Though accustomed to the presence of panhandlers on campus, Hoang had never met someone who was so rushed and intent on getting money. Hoang said panhandlers
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normally “appear homeless and just stand on the side” without actively approaching anyone. This woman’s extreme behavior led Hoang to feel that the woman’s problem was “urgent and consequential.” After listening to her story, Hoang handed her a $20 bill that would provide her money for a train ticket to the shelter.
Vice President for Public Safety Maureen Rush said this is a typical scam by panhandlers. “They have a van to get to the shelter in less than 20 minutes and they know that,” Rush said. The money they ask for isn’t usually for food or transportation, Rush said. Rather, she suspects most goes toward feeding their drug addic-
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tions. Jazar Tribble, a male in his early 40’s, has been asking for money to buy food in the 40th and Walnut area for about two to three years. He lives in West Philadelphia with his girlfriend, and walks to McDonald’s to ask for money twice a week for two hours. He likes Penn’s campus because “most of the people
here are nicer” and give him money. He added that he has never run into trouble with the Division of Public Safety or other police in the area. He started panhandling after being released from his job at McDonald’s on 30th Street. He has been unable to obtain another job because SEE PANHANDLERS PAGE 8
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Nursing students, professors continue to give back to Haiti The Task Force on Haiti is collecting funds for ongoing relief efforts BY NIKKITA COLLINS Staff Writer More than two years after a devastating earthquake struck Haiti, Penn’s School of Nursing is still looking to do what it can to help with the recovery effort. The Nursing School formed the Task Force on Haiti in February 2010, and the group remains active to this day. “The school decided right away that we should do something for Haiti,” said Nursing adjunct professor and Assistant Dean for Global Health Affairs Marjorie Muecke, who initially helped to create the task force. “However, we decided not to go to Haiti until we really knew … how we [could] go without being a burden and instead being an asset.” Today, task force members include Nursing students and professors, as well as staff at the Hospital of the University of Pennsylvania and the Children’s Hospital of Pennsylvania. Together, these nurses
volunteer directly in Haiti with Penn medical teams and various nonprofit organizations. As the general facilitator of the Task Force on Haiti, Nursing sophomore Natalie Ball said she thinks “it is important to get more of the nursing community involved in order to create more awareness of the nursing education needed in Haiti.” The goals of the task force, Muecke explained, are to support the education of Haitian nurses so that they can become independent leaders within the health care field, to fundraise to help the Nursing School support the growth and ultimate development of nursing education in Haiti and to develop lasting relationships with nursing educators in Haiti. “We’re just trying to help out as best as we can,” said Pamela Jackson-Malik, a Nursing adjunct assistant professor and another task force member. Muecke stressed that, while the earthquake may have occurred more than two years ago, the rebuilding effort remains a large work in progress. Muecke said the task force is currently looking to collect enough funding to send two
doctoral students to Haiti to teach advance nursing research in person and online. Last March, the task force organized a “Walk for Water” 5K walk. The event ultimately raised $8,000 to help Haitians gain access to clean drinking water. “We are committed long term,” Muecke said. “We will help with whatever our partners in Haiti say they want and need.” The task force has partners for nursing education at all levels of government in Haiti, Muecke added. At the local level, the school partners with the Haiti National School of Nursing in Port-auPrince. This is the same school that lost its entire second-year class after the earthquake. The Nursing School also partners at the national level with the National Nurses Association of Haiti, the Ministry of Public Health and Population and the Ministry of Education. “The stronger our group, the stronger our support in Haiti can be,” Ball said. “We hope that [Nursing] students act and think as global citizens,” Muecke added. “It’s a way to bring the real world to Penn.”
TUESDAY, MARCH 27, 2012 PAGE 3
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FRIDAY, MARCH 30, 2012 PAGE 5
PAGE 4 FRIDAY, MARCH 30, 2012
RELAY FOR LIFE | MARCH 31-APRIL 1, 2012 | FRANKLIN FIELD
JESSE RAPPAPORT, Relay for Life President KATHLYN HERRICK, Relay for Life Chair BIANCA CUTLER, Recruitment Chair GINA ORLANDO, Fundraising Chair CHRISTINA QIU, Survivorship Chair SARAH SCOLNIC, Entertainment Chair LUCAS SALZMAN, Sponsorship Chair FRANCES HU, Logistics Chair MK KLEVA, Publicity Co-Chair
CHRISTINE UYEMURA, Publicity Co-Chair MICHELLE CALABRESE, Colleges Against Cancer President LINDA WANG, Colleges Against Cancer Chair KARREN YANG, Education Chair MEGAN TZAKAS, Advocacy Chair RACHEL ASHTON, Community Outreach Chair
WE WOULD LIKE TO THANK OUR GENEROUS SPONSORS
LETTER FROM THE CHAIRS
W
elcome to the 2012 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 involved a record number of student groups in the implementation of games, activities, and other events at Relay. We are proud at 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 tomorrow night 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 tomorrow night at Franklin Field will be festive, our favorite
part of the night is the Luminaria ceremony. Please join us at 10:00 p.m. when we gather to remember those who have died from cancer, celebrate 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 also like to thank our toplevel sponsors, The Daily Pennsylvanian, Penn’s Student Activities Council, Penn’s Social Planning and Event’s Committee, Maggiano’s Little Italy and PennQuest.
FUNDRAISING
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, John Arnao, 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 2012 Relay for Life and thank you for choosing to spend your Saturday night supporting such a great cause.
JESSE RAPPAPORT AND KATHLYN HERRICK 2012 Relay for Life President and Chair
TOP TEAMS (AS OF MAR. 29)
WHERE DOES THE MONEY WE RAISE GO? 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.
Jackie & Megan's Team!!: $2,795 Penn Grad Bioengineers: $2,776 Penn Bioethics: $2,160
TOP INDIVIDUALS (AS OF MAR. 29) Jackie Gulliver: $2,190 Shelley Birenbaum: $1104 Megan Black: $925
SURVIVORS' STORIES ANIL K. RUSTGI, M.D. Luminaria Speaker
DORIS AND DENIS COCHRANFIKES Luminaria Speakers Doris Cochran-Fikes, CW’72, is a 43½-year cancer survivor who is currently Director, Secondary School Committees, in Penn’s Office of Admissions. She has worked for Penn for over 33 years, serving previously as Director of Alumni Relations and Publisher of The Pennsylvania Gazette. Denis Elton Cochran-Fikes, C’74, WG’79, is a four-year cancer survivor, who serves as Penn’s Assistant Director of Athletics for Compliance. He has worked for Penn for over 25 years, serving previously as Judicial Inquiry Officer and as Program Director for the W.E.B. DuBois College House. Denis Elton ran a 3:55 mile at the 1974 Penn Relays and became the first Penn and Ivy League athlete to run a sub-four mile. He still holds this record and has been inducted into the Penn Athletics Hall of Fame. Doris and Denis were the first members of the Friars Senior Society to marry. They hyphenated their names in 1977 and have been taking care of each other for the last 34 years. Since 1986, they have happily resided at The Dor-Den, their home in University City.
WAFIK S. EL-DEIRY, M.D., PH.D., F.A.C.P. Fight Back Speaker Dr. El-Deiry is one of about 40 active American Cancer Society Professors nationally. He is interested in developing new therapeutics for cancer and in bringing new discoveries from the lab to personalize cancer therapy in the clinic. Dr. El-Deiry is committed to mentoring young scientists and raising awareness regarding the importance of research in the fight against cancer.
ON-SITE ACTIVITIES
For the Fight,
Dr. Rustgi’s group studies basic and translational mechanisms underlying common gastrointestinal cancers (including esophageal, pancreatic and colon). He develops model systems that are applied to improving the diagnosis and therapy of these cancers in patients. His work is funded through the National Institutes of Health and American Cancer Society. The group involves students from Penn's School of Arts and Sciences, Biomedical Graduate Studies and Medical School, postdoctoral fellows, and faculty throughout Penn as well as other universities.
JENNIFER TOTH NURSING '15 Fight Back Speaker I was diagnosed with cancer at age two and a half, and treated right around the corner at the Children’s Hospital of Philadelphia. The tumor was softball-sized upon diagnosis. Six months of chemotherapy shrank it to the size of a golf ball before it was removed, along with three quarters of my liver. Luckily the liver is the one solid organ that can regenerate and I’ve been cancer-free for sixteen years. Influenced by my treatment and my amazing nurses, I am now a freshman in the School of Nursing.
BRIAN SERPICO WHARTON '13 Fight Back Speaker I was diagnosed with Non-Hodgkin’s Lymphoma in the Summer of 2010. Going through treatment was one of the most challenging experiences of my life—I would never have been able to do it without the love and support of my family and friends. Thankfully, I was able to make a full recovery— I was pronounced in complete remission in January 2011, and have been 100% healthy for over a year now. Well, at least with respect to cancer. I’m still out of shape.
COFFEE AND WAFFLES hosted by the Penn Grad Bioengineers Team TYE DYE T-SHIRTS hosted by the Penn Newman Team WATER BALLOON TOSS COMPETITION hosted by the Hillmates Team MOON BOUNCE hosted by the Penn Habitat for Humanity Team and The Warriors Team BALLS FOR BALLS hosted by the Phi Gamma Nu Team S’MORES SALE hosted by the Penn Bioethics Team 6:00 p.m. OPENING CEREMONY DRINK SALES 7:00 p.m. QUAKER GIRLS 7:30 p.m. SPARKS DANCE COMPANY hosted by Jackie and Megan’s Team!! PUPPY CHOW 8:00 p.m. OMEGA KNIGHTS hosted by the Circle K Team 8:30 p.m. ADVOCACY QUIZZO CARDS FOR CHOP 9:30 p.m. SLOW DANCE CHUBBY hosted by IFC/Panhel/MGC 10:00 p.m. LUMINARIA CEREMONY 11:30 p.m. PENN SIX 12:00 a.m. CARLOS AND THE SLOW BIRDS 12:30 a.m. PENN DHAMAKA 1:00 a.m. FIGHT BACK CEREMONY 2:00 a.m. RAVE 2:30 a.m. PENN BAND 4:00 a.m. CLOSING CEREMONY
MAIN STAGE SCHEDULE
Marketing Program The Daily Reveille. Our alumni know it by name and can even spell it correctly! Shocking, I know, but our marketing efforts focus on being such a recognizable brand, that it’s more than a brand – it’s a part of the student lifestyle. Becoming more than a brand is not so easy in today’s environment as our college students today are self‐proclaimed anti‐corporation, apathetic‐to‐everything and just too busy to get involved with anything. Now add on that there are no paid marketing employees and no promotional budget for branded freebies or swag to give away with our name on it. On top of it all – the serious journalists that run & write for the paper view branding and marketing as shameless self‐promotions that are a waste of time, and frivolous to boot! 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. Our unpaid marketing interns 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. Sound like a job most students want? Probably not. While this may seem like an insurmountable task for most, and many would run screaming from this challenge, our 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 are challenged to find multiple messages to reach different types of students and other interested members of The Reveille audience – parents, alumni and potential students. The real test for any marketing program (and of course valuable editorial content) is in the metrics and analytics the measure readership/audience. Most college newspapers see an 86% readership on their campus (and that’s if they even hit the national average). As a result of great journalism, paired with our dedicated and creative marketing team, our campus can boast a 94% readership from our students!! Every year we try to increase readership to The Daily Reveille, and in 2012 we had a diverse marketing strategy to increase readership of both the printed version and online products, as well as had the challenge of promoting the RE‐launch of our smart phone Apps, and a brand new website. We implemented a diverse marketing plan to address key areas of importance to our paper. To be more than a brand, to be a lifestyle, we had to do two things: BE VISIBLE and BE INTERESTING. To BE VISIBLE, we focused on increasing accessibility to the paper – students and community alike. We added 10 key off‐campus delivery locations and 5 new on‐campus delivery points too. We created “Street Teams” to get our products in the hands of potential readers in a personal hand‐to‐hand way at orientation fairs and graduation ceremonies. We attended all the freshman/transfer orientation fairs and got parents & students alike to sign up for our daily news e‐mail updates that would bring them back to the website if they clicked the story. We also added a “sign up here” button at the top of our website to add to our database of subscribers. Other ways we could BE VISIBLE, including increasing our accessibility by developing smart phone and iPad apps for our newspaper, and re‐launching in the late fall with a product that was much more than just a simple RSS feed like we had before. The soft launch has begun and our full‐scale marketing assault will begin Spring 2013. With 4 days of advertising, we managed to get 5,688 dowloads and updates. Last year, to be more competitive in the print marketplace, we published a community‐focused upscale publication called “Shop Baton Rouge”, which was very well received by advertisers.
Marketing Program p2 The last way we committed ourselves to BE VISIBLE was to create and host free events that would attract the campus community as well as the business community. Our annual Living Expo used to to simply be a housing fair, but we’ve revamped it to include everything about a student lifestyle – including banks, gyms, entertainment, tattoo parlors (yep, you read that right), restaurants and more. This year we brought back the Alcohol Awareness event day by partnering with local law enforcement to let students attempt to drive a golf cart with drunk goggles or walk the line with them on. The event drew lots of participation from students. This fall we also added our first‐ever student “taste” event, Tiger Bites. We had 16 vendors bring food samples & promo items. We prayed for 300 to come to our first‐time event, hoped for 500, and ended up with over 1,200 who waited in line over an hour and a half to get inside!! This event certainly gave us the visibility we were looking for. To BE INTERESTING, we recognize that audience engagement is a key metric in evaluating success in this area. We begin our semester with the entertainment and excitement of Valentine’s Day Shout–Out pages, where students can place their personal message for a small fee. This year, we even had a proposal! To further expand audience engagement, we launched Pet of the Week. Social media certainly provided us with the insight that students respond the highest to videos. So we created a small film department dedicated to creating small projects to promote current campaigns, in order to BE INTERESTING. One of our first spring efforts were the videos created for our Alcohol Awareness Campaign. They were posted on our Facebook page and garnered a good deal of attention. Here are the videos that partnered with the print campaign: We continued our efforts by creating PSA campaigns that matter to the students – like academic calendar reminders and responsible alcohol consumption. We developed campaigns that would garner renewed interest in our classifieds section by publishing clever personals and classifieds campaigns, and we continue to keep the personals free for student use. And we continue to engage them when we ask students to vote for our Best of LSU edition. We also re‐launched part of our interactive guides on our website to be incorporated into an entire section of the site we now call Purple Pages – which features retail and restaurant listings, bar specials, coupons, housing guide, games and more. In fact, we partnered with one of Apple’s Top 50 developers to create our very own LSU Trivia game that is now available in the app, online, and printed in the paper daily. Users spend an average of 7 minutes in the game, and visit nearly every day! Those are very impressive numbers in the world of mobile. Another way we accomplished our goal to BE INTERESTING was to ensure when we were recruiting for positions, we would intrigue our audience, entertain them and capture their interest to ultimately fill out an application. This year our sales department used the “Most Interesting Men” campaign in the spring that included print ads, classified ads, social media promotion. The summer and fall featured “Call Me Maybe” to capitalize on it’s popularity and also featured a humorous video that captured the essence of working in a fun, creative and relaxed environment. The idea behind running two different types of campaigns was so that we were sure to attract both male and female recruits. Overall, our two‐part plan to BE VISIBLE and BE INTERESTING has proven to be very successful in 2011‐12. We’ve increased our online audience, our app consumers, and we ended up with an 11% increase in revenue over last year. All in all, each effort contributed to our increased client list as well as our expanded audience reach.
BE VISIBLE E‐mail Sign Ups Shop Baton Rouge
Old App New App
Late Fall App RE‐launch campaign
BE VISIBLE Alcohol Awareness Event
Living Expo Event
Tiger Bites Event
Post event video
http://www.youtube.com/watch?v=WveRPCIjtzE
BE VISIBLE & INTERESTING PSA CAMPAIGNS: ALCOHOL AWARENESS – Print & Video
Drunk is Dangerous
Drunk is Desperate
Drunk is Sloppy
Drunk is Ugly
BE INTERESTING
READER ENGAGMENT: PET OF THE WEEK
BE INTERESTING
RECRUITING ADVERTISEMENTS: MOST INTERESTING MEN ON CAMUS PRINT ADS
BE INTERESTING RECRUITING: CALL ME MAYBE Print Ads, Online, Flyers, Posters
RECRUITING: CALL ME MAYBE YouTube Video
http://www.yout ube.com/watch? v=FLAOwHuHWt c
Marketing Program Calendar January • Street Team hands out copies of the paper to students on the first day of the semester in Free Speech Alley & other major foot‐traffic areas • Valentine’s Day Shout‐Outs promoted with 4‐ad campaign, getting readership involvement & participation • Place your free Personals ads, e‐card themed • Pet of the Week ads featuring reader submissions • Client solicitation ads – reasons to buy ad space February • Valentine’s promotion continues • Place your free Personals ads, Valentine’s themed • Living Expo event promo campaign begins • Pet of the Week ads featuring reader submissions • Client solicitation ads – reasons to buy ad space March • Most Interesting Men on campus recruitment campaign begins • Pet of the Week ads featuring reader submissions • Living Expo event hosted as a free event to the campus community – housing, gyms, banks, entertainment, etc. • Best of LSU promo campaign begins – Reveille readers vote on their favorite local products, services & businesses (print, broadcast & online video promos) • Client solicitation ads – reasons to buy ad space April • Most Interesting Men on campus recruitment campaign continues • Pet of the Week ads featuring reader submissions • Alcohol Awareness campaigns run as PSA’s through entire month promoting responsible alcohol consumption: print, online, video, social media • Promotion of Alcohol Awareness Event in Free Speech plaza • Use our App ads May ‐ July • Street Team hands out Reveille special sections (Puzzle Guide & Shop Baton Rouge) in person at all graduation ceremonies • Street Team hands out Reveille & Shop Baton Rouge in person at all freshman orientation fairs • Student Orientation fair promotion to get parents & students to sign up for our e‐mail news editions which sends out the daily headlines with links to click on stories. • Reveille is my lifestyle ads, sharing reader stories on how it’s a part of their lifestyle • Place your free Personals ads, Summer pin‐up girls and Unsuccessful Relationships campaigns • Pet of the Week ads featuring reader submissions • Most Interesting Men on campus recruitment campaign continues
Marketing Program Calendar July • Freshman Orientation Guide mailed home to Freshman to introduce them to The Reveille newspaper & special sections. In it, we promote our online tools, apps , job opportunities and where to find a newsstand. August • Freshman Orientation Guide provided to every freshman at dorm move‐in • Street Team hands out copies of the paper to students on the first day of the semester in Free Speech Alley & other major foot‐traffic areas • Place your free Personals ads, football themed • Most Interesting Men on campus recruitment campaign continues to attract a male audience • Call Me Maybe recruitment campaign begins, targeting our female readers • Tiger Bites event teasers begin September • First football game on the road, we distributed 2,000 copies of our special paper featuring the football season preview on the student and band buses and in the host hotels on location as well. • At home games, we distribute an additional 2,000 papers from Friday to tailgaters on campus • Place your free Personals ads, football themed • Advertise in the Reveille ad campaign runs to reach out to local businesses, promoting affordable advertising options • Friendly academic reminders about dropping classes runs as a PSA • Most Interesting Men on campus & Call me Maybe recruitment campaigns continue • Tiger Bites campaign continues – 10 ads in rotation • Vote for Best of LSU, 4 ads in campaign October • Student campaigns promoting voting for Best Of LSU campaign begins • “Bicycle safety” ads run in tandem with “Pedestrian safety” ads • At home games, we distribute an additional 2,000 papers from Friday to tailgaters on campus • Place your free Personals ads, facebook status themed • Most Interesting Men on campus & Call me Maybe recruitment campaigns continue • Tiger Bites campaign continues – 10 ads in rotation • Vote for Best of LSU, 4 ads in campaign November ‐ December • At home games, we distribute an additional 2,000 papers from Friday to tailgaters on campus • Place your free Personals ads, find your target & holiday themed • Apps re‐launch, 3 ad campaigns: Lionel “Hello”, Bubbles, Tap That • Street Team hands out Reveille special sections (Puzzle Guide & Shop Baton Rouge) in person at all graduation ceremonies • Most Interesting Men on campus & Call me Maybe recruitment campaigns continue • Tiger Bites campaign continues – 10 ads in rotation • Classified promo ads offering different reasons to use the classifieds