Daily Titan California State University, Fullerton
DAILY TITAN Best Newspaper Marketing/Promotion Plan Being one of the most diverse universities in the nation with over 37,000 students, there are actually several challenges when it comes to getting students to pick up the paper. Cal State Fullerton is largely a commuter school. Most of the students have part-time or full-time jobs or have families to take care of. For many of these students, their objective is to go to class and then go home. A large amount of the student population does not stay on campus and is not involved with organizations affiliated with the school; their priorities lie with their academics. These students simply are not aware of what wonders the Daily Titan can offer. As the Promotions Director, it is my job to promote the Daily Titan newspaper to the students as not only a newspaper, but as an organization on campus that is dedicated to representing the student voice. To achieve this, the Daily Titan utilizes the ever-expanding world of social media, brands our newspaper, hold contests for the students, and with collaborative promotions with both on-campus and off-campus groups. In this marketing and promotions plan, I have included some more specific ways that we have tried to boost our readership, recognition, and overall quality of work.
Daily Titan California State University, Fullerton
2013 Promotion Calendar JANUARY/FEBRUARY:
Discoverfest • Hand out promotional items • Follow Us Online/Upcoming Events” handbills • Raffle for those who follow/add/subscribe to us Reader Appreciation Events – 2/13, 2/27 • Randomly out on campus giving away free prizes if people entered into a raffle Crave (Weeklong, February 4-8) • We will give readers a chance to receive a Daily Titan t-shirt if they come in during the week of February 4th, and present the Crave promo paper. In-House Promotions Beginning on February 11, post an in-house ad offering art students an opportunity to display their art during our March 28 event.
MARCH:
Music, Food & Art Festival • Thursday, March 28, 2013 – 11:00am to 1:00pm Goal: • Have 10 clients set up tables in the main quad. Potential clients include food vendors and local restaurants. From 11am to 12pm have clients give out food to students. • Main band and musical performance from “Vinnie and the Hooligans” from 12pm to 1pm. • Help market/promote and provide canopies for clients and art students. St. Patrick’s Day Desk and Office Theme Decoration • February 25 – March 14 • The person with the best St. Patty’s Day themed desk wins a prize. (Prize - $25 gas card) In-House Promotions • Beginning March 4, create a promo ad to announce and promote the March 28 event. This should be ran at least 3 times during the week of the 4th, 11th, and 19th. Reader Appreciation Events – 3/20 • See February description Coupon Book – 3/26 • Promote local businesses with their coupons • Passed out to students around campus
APRIL/MAY:
Reader Appreciation Events – 4/10, 4/24 • See February description Reader Appreciation Events – 5/13, 5/20 • See February description
Daily Titan California State University, Fullerton
AUGUST: • • • • • • •
New Student Orientation Promote Facebook & Mobile App through fliers and give away DT swag Create hype with our new in-paper promotion, “DT Spotlight Contest” First week of the semester First Facebook question Promote Facebook, Mobile App & Spotlight Contest Social media push for entries for Spotlight
SEPTEMBER: •
Continue weekly Facebook questions
Discoverfest • Hand out promotional items • Follow Us Online/Upcoming Events” handbills • Raffle for those who follow/add/subscribe to us • • • •
Begin Weekly Spotlight Contest (3rd week) Students go on our Facebook fan page and enter a contest via multiple ways Winner is chosen and placed in our paper DT & Titan Radio – Random Act of Kindness event #1 (September 19, 11am-1pm)
OCTOBER: • • • • • • • •
Continue weekly Facebook questions Continue weekly Spotlight Contest DT & Titan Radio – Random Act of Kindness event #2 (October 17, 11am-1pm) Office Halloween Decorating Contest (October 1-31) Daily Titan Hallow’s Eve Event (October 31, 11am-1pm) Coupon Book – 3/26 Promote local businesses with their coupons Passed out to students around campus
NOVEMBER: • • •
Continue weekly Facebook questions Continue weekly Spotlight Contest DT & Titan Radio – Random Act of Kindness event #3 (November 14, 11am-1pm)
DECEMBER: • • •
Continue weekly Facebook questions Last Spotlight contest (Week of the 2nd) Office Holiday Decorating Contest (December 2-19)
Daily Titan California State University, Fullerton
Readership Appreciation Events As an attempt to show our appreciation for students who pick up the paper, we held a short one-hour event on campus. This event featured a raffle for students to win prizes such as t-shirts, mugs, bags, etc. We asked passing students to drop their name and contact information into a raffle box. Later we chose the names and contacted the winners to come get their prizes.
Random Act
of
Kindness
We wanted to make more of a physical presence on campus so every so often. Teaming up with our campus radio, Titan Radio, we set up a table on campus and gave away prizes to students who would hear a small promotional speech about what we have coming up in the semester. We also promoted our Facebook, Twitter, Hallow’s Eve Festival, and our Mobile App.
Daily Titan California State University, Fullerton
Hallow’s Eve Festival The Daily Titan wanted to promote itself to the students with a more hands-on approach so we held the Daily Titan’s Hallow’s Eve festival. The Hallow’s Eve festival showcased local businesses ranging from Subway to a housing complex to an Italian ice stand all while a local CSUF band played live music. The festival had a total of nine clients in our central quad and it was a huge success in promoting both our clients as well as the Daily Titan to the students. Not only did out students enjoy it so much that they requested to have the festival every month but the clients were very pleased with the amount of business and exposure they received at the event.
Daily Titan California State University, Fullerton
Discoverfest At the beginning of every semester, all the CSUF clubs and organizations have the opportunity to set up a table in the central quad to promote themselves. Twice a year, the Daily Titan has a table that gives out Daily Titan swag such as pens, mugs, lanyards, t-shirts, and tote bags. Students have the opportunity to ask questions about the newspaper and can find out how to get involved. Students can also sign up to be on the Daily Titan writers e-mail list, which keeps them up to date with the Daily Titan’s stories.
Coupon Book In working to promote readership, the Daily Titan published full-color coupon books with various deals and promotions from businesses around the area. With everything from a waxing salon to Sonics to local bars, the coupon book well represented what CSUF students and staff wanted. On top of individual ads from over 20 clients, the Daily Titan received sponsorship for both coupon books. The Daily Titan staff also hand distributed the coupon books to maximize readership.
Daily Titan California State University, Fullerton
2,000 Likes
on
In transitioning from our Friend’s page to our fan page, we offered prizes when we reached our like goals. Facebook had a limit of 5,000 friends and we also wanted to go forward with the push for businesses and organizations to have fan pages. Since transitioning, we have gained nearly 2,200 likes but that was not an easy task. To push our friends to like our fan page, we held weekly contests on our Facebook in which we ask random questions about our Cal State Fullerton campus or the Daily Titan. The first person to correctly answer the question would win free prizes that ranged from Universal Studios tickets to athletic game tickets to meal vouchers.