Ka Leo Marketing And Promotion Plans 2012 Our overall approach to marketing and promoting readership in actively seeking engagement with our students at the University of Hawaii. We do this through various ways that contribute to the overall awareness of Ka Leo brands, products, and services to the UH community. A lot of what we do is event based and actually has members of our staff interacting with our students, faculty, and staff. This has helped us understand our demographic and provide them with useful information that they find to be a part of their college experience. Our Public Relations team puts on a few events each year that are solely Ka Leo branded events. These events include a fall vendor fair in conjunction with Warrior Welcome Week (the week before classes start) that brings 50 of our vendors on campus to let students know what they have to offer. We also throw a fall arts festival that is during homecoming week and is the official event on Thursday night. In the past we have had housing fairs, but this year we will be throwing a spring food fair, that will bring 50 restaurants on campus to sample their food to students. These branded events allow us to help students see us as a part of their college experience and help them to identify with the brand Ka Leo. We also hold a monthly get together every second Thursday on campus that is called Groove in the Garden, which is a collaboration with the campus radio station KTUH, and UH Productions, that brings live music to the campus. This event will also have special guest partners like Business Executives of Tomorrow or Entrepreneurs club, to help bring awareness to other organizations on campus and continue to grow ties with them as well. In addition to hosting our own events we also partner with other organizations for their events to help strengthen our image through brand association. By linking up with partners like Red Bull for special dj and surf video events, we are able to reach a crowd that may not read Ka Leo otherwise. We are sole media sponsors of Relay for Life and will print their program for the event to go into Ka Leo, and be handed out at the event. We also work with lots of our campus groups and have tables at their events as well, to help support their events. We attend movie nights, casino night, international night, and some other nights as well, typically to promote the Ka Leo, mobile app, liking us on facebook, and different promos that we have going on. We have taken a very proactive role in working with our athletics department as well. The PR team will attend one sporting event per week, to pass out rosters with Ka Leo and promote special projects and contest. We put on a tailgate at every home game to continually solidify our commitment to being where students are. This is the second year that we have given a moped away in conjunction with the athletics department and Chevron. We hold an annual pigskin picks contest every week in the fall semester and accept entries based on what teams will win that week in football. Every entry we receive we put into a drawing and we select 5 people to kick a half-‐time field goal at our last home game of the season. Ka Leo students get to go out on the field with the contestants and cheer them on, while they announce Ka Leo’s participation. We have also been invited to student involvement meeting with UH athletics that has a direct focus of getting
BEST PICKS Win a Ka Leo Prize Pack Contestant with the best PICKS will win a Ka Leo prize pack. Contestants will also automatically be eligible to participate in The Ka Leo Half TIme Field Goal Kick for a chance to win a brand New Moped and $500 Gift Card from Chevron.
Week #6 – Oct. 1 - Oct. 7 COLLEGE
Hawaii @ San Diego St. LSU @ Florida Georgia @ South Carolina West Virginia @ Texas Nebraska @ Ohio St.
NFL
Atlanta @ Washington Philadelphia @ Pittsburgh Seattle @ Carolina Denver @ New England San Diego @ New Orleans
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GROOVE
n e d r a G in the
f
g n i r u t ea
@ Bale Courtyard
s J D H U T K & c i s u M e v i L
5-9 pm
Every Second Thursday of the Month
SEPTEMBER 13, 2012 OCTOBER 11, 2012 NOVEMBER 8, 2012 DECEMBER 6, 2012
WWW.KALEO.ORG • WWW.KTUH.ORG • 90.3 FM
How many balls of Cake can you fit in your Mouth?
9.12.12
cupcake eating contest
HemenwayHall 10am
-while supplies last
and
Dining Guide 9.12.12
arts festival thursday 10/11/12 3-8PM
festival art exhibits starts live concerts at uh art building Play Previews continues ktuh jams to kennedy and more... theatre along
McCArthy mall
Calling all RIOs! Ka Leo can help you raise money for your organization!
We have developed a special fund-raising tool for RIO’s to help fund their programs and initiatives. The coupons vary among local businesses and have great value for students, family, friends and the community at large. The Ka Leo fund-raising booklet was designed to help out the UH community and our student groups that enrich college life at UH. Come by the Ka Leo Office or email advertising@kaleo.org for more information.
Cost: $1 for all RIO groups (No Minimum or Maximum) Retail Price: $5 Profit per Booklet: $4 Pick up: 2445 Campus Road Hemenway Hall 107 Honolulu, HI 96822 Email orders: advertising@kaleo.org Phone orders: 808.956.7043 (Rob Reilly)
more student to athletics games and they use us as a primary vehicle to get that message out. We are also able to work on special promotions for basketball, baseball, and volleyball, our biggest sports at UH. Ka Leo is also committed to providing special contest to get people involved with what we have going on. We do the pigskin picks contest, guess how many pieces of candy are in this guitar case, photo captions, Ka Leo trivia, and other ways to get students to interact with Ka Leo. We even have our games book as a contest, the first three students to complete the pre-‐selected games wins a $50 gift card, $25 gift card, and a $10 gift card respectively. We will play special movie trivia to give away movie tickets, we also run ads in the paper that have people show up to Ka Leo at a certain time to attain special movie tickets. We release 17 special issues in a year ranging from welcome back issues to dining guides and everything in between. Every special issue that we release we have a special promo that goes with that issue and instead of explaining them all here is how we typically approach it. Our dining guide had an eating challenge in front of our office. Which consisted of how fast someone could eat three mini cupcakes from one of our clients. The contest had an ad in the paper and we also were posting contestants on facebook with their times to add interest. We also have students that will walk around with the issue and tell people about the promotions that we are running. Sometimes the promotion does not have a winner, but multiple ways that they are able to engage with Ka Leo. We also do a best of UH issue that is all about getting student votes for their favorite place on and around the island, this is normally a good issue to get students to bring their ballots into the office and interact with Ka Leo. One thing that we also did this year, was a coupon booklet that was for UH’s registered independent organizations on campus. There are 300+ groups on campus that regularly fundraise for their activities and needs throughout the year. This year we set up our coupon booklet to be sold by the RIO’s as fundraising for their club. The club pays $1 for the booklet and turns around and sell it for $5 to friends and family, netting the student organization $4 per book. We offered to give it to the RIO’s but the person in our department thought it would add some value to make them buy it for a $1. This initiative once again helps our students at UH see us as more that just the paper, but their partner at UH. I think the one thing that separates us from anyone else is our ability to cross so many boundaries and interact with such a diverse set of people. We have a lot of cultures in Hawaii and we have to be a little something to everyone, and we do that through getting engaged with what they are interested in and interacting with our students as a brand they want to read. Getting your information from Ka Leo is the norm and we hope to continue with that attitude moving forward.