BEST Sales Strategy for a Special Section
OVERVIEW Fall 2013 marked the largest incoming freshman class Cal Poly has ever seen. Over 6,000 new students would be pouring onto campus. Mustang News capitalized on the influx of students and created a sales strategy combing four special publications.
BUILD BRAND AWARENESS WITH MUSTANG NEWS’ WELCOME BACK PACKAGE 1) NEW Go-SLO Mail-Home Edition 2) WOW Edition 3) Back to School Edition 4) Coupon Book / SLO Fest THE APPROACH First we trained the staff on the AIDA concept (see diagram). Then we created an infographic so clients could quickly distill the information on all four publications. We developed key selling points for each publication, quick facts, and target audiences. Our clients are already familiar with WOW and BTS, so the next step was to education them on the Go-SLO the mail-home edition. {Mustang News arranged an exclusive partnership with University Housing. They had usage rights to the home mailing addresses of the entire incoming freshman class and they asked us to create a mail home edition of Mustang News. And University Housing would pay for the mailing. Good news right? Plus, not only would students be reading the paper, so would parents. It was a slam dunk.} The mailhome was limited in size and therefore ad prices where slightly higher. Despite the jump in price per column inch, the staff still generated $11,309 of new revenue. Beyond pitching WOW, BTS and Go-SLO the staff also sold the coupon book/SLO Fest event. It was final component of the welcome back package. The team sold $10,775 and increase of 10%. Lastly, our marketing team developed a full-page ad to include in Go-SLO and WOW inviting new students (and return for that matter) to join us on facebook. See page 5. $29,239
GOALS The goal was to break even over last year. We earned less revenue in WOW and BTS, but earned revenue with the Go-SLO coupon book.
$23,352
Total 2012 = $65,484 Total 2013 = $69,176
5.3% growth WOW BTS Go-SLO Coupon Book
$11,309
$10,775
$9,630 $26,615
$0
2012
$23,740
2013
INFOGRAPHIC
BUILD BRAND LOYALTY WITH MUSTANG DAILY DID YOU KNOW?
WELCOME BACK PACKAGE
THIS YEAR...
FACT:
nearly 6,000 incoming freshmen and their parents will pour onto campus. Over 12,000 students are returning to school. All are excited and ready to be home in SLO.
exclusive and captive audience s with guaranteed readership through direct distribution.
Will your business be part of their experience? Start building brand loyalty with the Mustang Daily through the Welcome Back Package.
MUSTANG DAILY OFFERS
1. Freshmen
3. Parents
2. Returning Students
4. Transfer Students
THE PUBLICATIONS HOME
MAIL-HOME WHAT ? New this year is the GO-SLO mail home edition. The first introduction to Cal Poly and the Mustang Daily. WHY ? Limited space, exclusive publication, mailed directly to the homes of all incoming freshmen. * Check with an ad rep or mustangdaily.net for pricing and details.
DORM
HANDS
WOW
BACK TO SCHOOL
WHAT ? The biggest and most popular paper of the entire year. WHY ? On move-in day, WOW is delivered to every single dorm bed on campus which is read by students and parents. Plus, this is a popular edition for all students returning to campus.
EXCEPTIONAL VALUE
COUPON BOOK & SLO-FEST
COUPON BOOK & CAMPUS EVENT
WHAT? Resource for all returning and new students to get acquainted with all activities going on throughout campus.
WHAT ? A coupon book for students coupled with SLO-FEST—the on campus event marketing directly to Cal Poly students.
WHY ? Increased readership with the new proactive delivery system: a guerilla marketing approach to paper delivery.
WHY ? All revenue stays in the community to support Cal Poly students and local businesses.
Advertise in the entire Welcome Back Package and see direct results.
The Welcome Back Package is the only package guaranteed to get directly into the hands of your customers.
OFFICE: 805.756.1143 | ADVERTISING@MUSTANGDAILY.NET | 1 GRAND AVE. BLDG 26, RM 226 SAN LUIS OBISPO
Sales Flyer
WELCOME BACK PACKAGE
WOW & BACK TO SCHOOL WOW DEADLINES
FALL BACK TO SCHOOL DEADLINES
Publishes: Monday, Sept. 16 Space: Tuesday, Sept. 3 at 5pm
Publishes: Monday, Sept. 23 Space: Tuesday, Sept. 10 at 5pm Artwork: Monday, Sept. 16 at 12pm
Artwork: Monday, Sept. 9 at 12pm
PUBLISHES MONDAY, SEPT. 16 & MONDAY, SEPT. 23
COLOR RATES 31.5" Ad or Smaller
$100
32" Ad or Larger
$200
ALL 4 ISSUES $8 per column inch (WOW & all 3 BTS editions)
1 ISSUE $12 per column inch
2 ISSUES $9 per column inch (WOW & Fall BTS editions)
(Any edition)
GO-SLO MAIL-HOME
PUBLISHES TUESDAY, SEPT. 3
$12/ Column Inch (must buy WOW, Back to
$16/ Column Inch
School, and Coupon Book for special rate)
(if only buying GO-SLO)
STUDENT SAVINGS
COUPON BOOK ONE SIZE (8"X3.5") $425
Space: Friday, Aug. 16 @ 5pm Art: Friday, Aug. 23 @ 5pm
IMPORTANT DEADLINES
PUBLISHES MONDAY, SEPT. 23
Art: Tuesday, Sept. 10 @ 5pm
BACK COVER
INSIDE FRONT COVER
$600
$600
*ALL COUPON PRICES INCLUDE BOOTH SPACE FOR SLO FEST AND FULL COLOR.
95%
IMPORTANT DEADLINES
STUDENT READERSHIP
Insertion in the coupon book includes the booth fee for SLO Fest, the "Welcome Back" event directly marketed to new and returning students on Cal Poly campus. An added value you won't want to miss!
6,000
DAILY CIRCULATION
15,000
DAILY READERS
OFFICE: 805.756.1143 | ADVERTISING @ MUSTANGDAILY.NET | 1 GRAND AVE. BLDG 26, RM 226 SAN LUIS OBISPO
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