Integrated Marketing Communications - CNBAM 2014

h
Integrated Marketing COMMUNICATIONS
Promotions
& Events
Lea Janowicz
California Polytechnic State University
Mustang Media Group

1. Context - Marketing In Student Media
2. The Meat & Potatoes - How MMG Operates
3. Case Studies
2014 - CNBAM - LEA JANOWICZ - CAL POLY

Stimulates interest
Generates appeal
Encourages experimentation
Exposes product repetitiously
Creates “Brand Awareness”

Inform
Persuade
Remind
Develop Messages
Adapt Message
Spot New Communication Opportunities
Make $$$$$$$$$
and

think about the IMPACTFrom the time you get out of bed and get on to doing what you do each
day, think how much information you are exposed to and how it is delivered.
Radio, newspaper, magazines, phone directory, television, packaging,
Internet ads, bill boards, signs—bus panels, cars, buses, park
benches, common carrier, baseball fields—shopping carts, direct mail,
event programs, airplanes, etc.

we’re hardwired to notice what’s different

The Mustang News approach...
I n t e g r a t e d
M a r k e t i n g
Communications

Integrated marketing
communications (IMC) is an approach
to creating a uniﬁed and seamless
brand experience for consumers
across channels. Integrated
marketing communications is an
approach used by organizations to
brand and coordinate their marketing
efforts across multiple
communication channels.
Source - Lamb / Hair / McDaniel 2014

They wear several hats, but their three main priorities are -
(1) Create tools for our sales team to be successful. (2)
Build brand awareness and increase engagement for the
Mustang News Student Media Group. (3) Provide
marketing services for off-campus businesses.
Mustang News Marketing is a fashionable bunch...

Let’s look at Mustang Media Group.

But first a few acronyms we
LIVE by in the business office -
Because acronyms are fun.
S.W.O.T. S.M.A.R.T. A.I.D.A.| |

S
W
O
T
Strengths - things the MN
marketing does well.
Weaknesses - things the MN
marketing does not do well.
Opportunities - conditions in
the external environment that
favor strengths.
Threats - conditions in the
external environment that do
not relate to existing strengths
or favor areas of current
weakness.
{
{
Internal
External
Situational Analysis

Specific
Measurable
Attainable
Realistic
Timely
{S.M.A.R.T.}
Marketing
Objectives

A.I.D.A.& THE PROMOTIONAL MIX

awareness
interest
desire
action

GrC 361
brainstorming
(mind-mapping)
Idea Generation

Brainstorm Ideas
13’-14’ School Year
Swag Items
Readership Ideas
-
Event Ideas
SLO Fest Ideas
Special Editions
best.
Getting Students Involved

Outline our
competitive
advantage
pertaining to our
products,
services, etc.
How do we
compare to the
competition?
WE highlight
unique features

Objectives
strategies
Actions
We have a
strategic plan.
It’s called
“doing things.”
Herb Kelleher

!
•  Mobile!Applica,on!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
•  MMG!Facebook!Likes!
•  MN!Twi6er!Followers!
•  #!of!Papers!taken!
•  Website!Analy,cs!
•  MN!Facebook!Likes!!!!!!!
Integrate!campus!and!community!for!the!
Housing!Fair!Promo,on.!
1.)!Housing!Fair!edi,on!handouts!
2.)!Housing!Fair!promo,ons!
3.)!Housing!Fair!Event!
4.)Coupon!Book,!Posters,!House!!Ads,!Mailbox!
Fliers,!S,ckers,!Table!Toppers,!Direct!Mail,!Email!
Outreach!
5.)Adver,sing!representa,ves!outreach!to!local!
businesses.!
6.)!Monitoring!of!Google!Analy,cs!
Vision&
!
•  The!Tribune!
•  Crazy!Coupons!
•  Campus!Specials!
•  The!Map!
•  New!Times!!
Core&Strategies&
Key&Ini1a1ves&
(ac1onable&steps&to&achieve&each&strategy)&
Strategy!#1!
Increase!awareness!of!all!Mustang!
Daily!channels(print,!online,!Facebook,!
Twi6er,!radio,!and!TV)!to!poten,al!
adver,sers,!Cal!Poly!students,!faculty,!
staff!and!the!San!Luis!Obispo!
Community!through!Housing!Fair!
Promo,ons.!!
Strategy!#2!
Increase!social!media!presence!
through!integra,ng!marke,ng!and!PR!
efforts!by!providing!readers!with!
cap,va,ng!content,!campaigns,!and!
events.!!
!
!
Strategy!#3!
Expand!readership!base!through!
increased!visibility!on!campus!and!
cross!promo,on!with!various!campus!
en,,es.!!
Winter!Quarter!2014!
!!!Outcome:!Increase!Mustang!News!readership!10%!via!print,!online,!and!social!media!by!April!2014!
!
Mustang!News!is!the!go_to!news!
source!for!all!Cal!Poly!students,!
faculty,!staff,!and!the!San!Luis!
Obispo!Community.!
Increase!student!awareness!through!small!
on_campus!events!&!social!media!contests!
u,lizing!our!mobile!applica,on,!Facebook,!
Twi6er!and!Instagram!!
1.)!News!and!Brews!
2.)!Green!Out!Knock!Out!_!ASI!
3.)!#topharvard!
4.)!What’s!on!Page!4?!
5.)!Get!Caught__Print!!
6.)!Email!Campaign!
7.)!T_shirt!surprise!
!
!1.)!UU!booth–!Special!Edi,ons!
2.)!Farmers!Market_!Special!Edi,ons!
3.)!Basketball!Game!Promo,ons!w/!Housing!
4.)!Newsstand!Redesign!Project!
5.)!Steve!Aoki!Concert!
6.)!Woodstock’s!Super!Bowl!Collabora,on!
7.)!!Rock!the!Casa!
8.)!!Run!for!Music!!
9.)!Hornet’s!Nest!Screening!Promo,ons!!
!
!!
Measurable&Ac1vi1es&&
3,157 !!!!!!!!!!4,500!
661 !!!!!!!!!!749!
4,448 !!!!!!!!!!4,864!
n/a !!!!!!!!!!n/a!
32,570 !!!!!!!!!!87,507!
2,366!!!!!!!!!!!!!!4,661!
Fall’13!!!!!!!!Winter’14!
Key&Compe1tors&

www.mustangdaily.net | 805.756.1143 | marketing@mustangdaily.net
MARKETING & PROMOTIONS PROPOSAL
Objective
Promote the Vina Robles Amphitheatre (VRA) concert series by using the capabilities of Mustang Media Group to
service areas throughout San Luis Obispo County executing the following strategy.
Strategies
1) Build awareness of the VRA concert series August through October by executing the street team.
2) Build an engaged and involved audience through social media promotional tactics by deploying the live social
media team.
3) Amplify the message by developing an ad campaign for both online and print media to engage and inform the Cal
Poly Campus community.
Tactics {promotional tools needed: Flyers, Posters, Postcards, Table Tents, Pastel Chalks}
1) Determine schedule and agree to execution and event/outreach dates. Launch online ad campaign.
2) Assemble two dedicated street teams (groups of four students) to target five central coast locations - Downtown
San Luis Obispo, Paso Robles, Five Cites, Avila Beach and Cal Poly Campus.
3) With the focus being a diverse age demographic --- Infiltrate and capitalize on on-going local events, campus
events and popular locations. Disseminate and post various marketing materials in the locations noted above.
{Refer to page two for details on locations and businesses.}
4) Employ street team to attend various VTA concerts to launch social media live stream - live testimonials from
concert-goers during VTA concerts. Capture and post video and photo testimonials, then upload to all VTA social
platforms: twitter, pinterest, instagram and facebook. Identify hashtags to track and engage. Encourage social
share among concert-goers.
5) Launch on-campus outreach program when school commences utilizing Mustang Media outlets: Mustang Daily,
KCPR (ticket giveaways), MDTV. Launch print ad campaign -- special inserts into the daily paper, with one full-page
add in Go-SLO, WOW, and BTS special publications.
6) Utilize social media accounts for Facebook, Twitter and Instagram. Generate daily updates on Facebook and
Twitter regarding the marketing efforts that are taking place & create fan testimonials from concerts on Instagram.
Client: AEG Live / Vina Robles Amphitheatre
Date: July 11, 2013
Attention: Joan Rosenberg

So... the team comes up with a strategic
plan for all promotions and events.
Part of the plan includes a promotional
strategy.

GrC 361
The Promotional
Strategy - Define Audience
- Design Concept
- Advertising Channels
- Public Relations Needs
- Promotional Materials
- Social Media Plan
- Event Planning {if applicable}
- Personal Selling
- Identify Strategic Alliances
{if applicable}

Identify which if any
Promotional materials will be
needed - Like...
Coupons
Loyalty Marketing Incentives
Contests & Giveaways
Sampling
POP Promotional Materials
Digital Promotional Needs

Build long-term
relationships / partnerships
for:
• Solid competitive advantage
• Cross-promotional purposes
• The ability to leverage strengths
• Cross- consumer engagement
Strategic Alliances

Creative Direction
Identify Call to Action
Develop and Evaluate Advertising Appeals
D r a f t C r e a t i v e B r i e f
Execute the Message
T e s t E n g a g e m e n t
Evaluate the Campaign’s
E F F E C T I V E N E S S

MMG CREATIVE TEAM BRIEF
PROJECT
OVERVIEW
OBJECTIVE
AUDIENCE
CONTACT
DELIVERABLES
TIMING
DESIGN
DIRECTION

THE SOCIAL
MEDIA PLAN
1. Listen
2. Set objectives
3. Define strategies
4. Identify the Target Audience
5. Select the tools & platforms
6. Implement & monitor the strategy

Case Studies

SLO FESTObjective: To build awareness of Mustang News to the student body, while
providing local vendors an opportunity to come on-campus and market their
services and or products to the Cal Poly Community.
Strategies: 1) Develop a promotional plan to engage students and build
awareness of the event. 2) Implement and execute an on-campus event to
engage both students and businesses. 3) Garner business participation by
developing an affordable sales package that includes coupon book, booth
space and mobile app.

SLO Fest Creative Briefing
Project:
Objective:
Contact:
Timing:
Overview
Audience
Deliverables
Design Direction
SLO Fest Design Assets
To create eye-catching and engaging promotional materials for the second
annual SLO Fest--The on campus business expo exposing new and return-
ing students to local businesses.
Taylor-- Taylor@mustangdaily.net & Lea-- lbrandyj@calpoly.edu
First Round: Welcome Back Package/ Postcard--June 24 @ 2:00
Second Round: Hydration Station Stickers/Digital Assests/ Cover Designs/
Coupon Book-- July 15th @ 12:00
Third Round: Table Topper & Coffee Sleeve Stickers-- August 19th @ 12:00
Fourth Round: Mailbox Fliers/ House Ads/ Posters-- September 8th @ 12:00
Mustang Daily is offering advertising clients a welcome back package,
which concludes with the second annual SLO Fest. The package includes
ad space in the GO-SLO mail home edition, WOW, BTS, and the coupon
book. Each of these publications, including the promotional materials for
SLO Fest need to have a common theme/design direction.
Local Businesses and Students
Promo Materials
On-Campus
Promo Materials
Off- Campus
Design Assests
for MD Print
Design Assests
for MD digital
11x17 Posters 4x9 Postcard Coupon Book Newsletter
Template
5x7 Table
Toppers
House Ads Digital Ads
4x11 Mailbox
Fliers
Sales Sheets Files for
Download
2x4 Stickers Cover Designs Mobile App Ads
Theme: Outdoor Concert
Take inspiration from outside lands (Refer to attachment)
Create a common color palette to be used across all materials (Refer to
attachment)

Mustang Daily
COUPON BOOK
2013
Mustang Daily Presents
COME TO MOTT LAWN FOR FOOD, FREEBIES,AND FUN!
THURSDAY OCT 3RD 11 AM–2 PM
Mustang Daily Presents
Fill out your contact information
to be entered into our raffle for gift cards from our sponsors!
Opt-out: I do not want updates from Mustang Daily
NAME:
PHONE:
EMAIL:
Visit 8 Vendor Booths and return to
Mustang Daily’s booth to receive your
Free BBQ Ticket!
Mustang
Daily
Spike's
Pub
SLO Brew
Pancho's
Creekside Eureka
Subway
Domino's
Super
Cuts
Bikram
Yoga
SLO Cap
Beginnings
Meinike
High Street
Deli
Ralphs
Good Will
Yellow Cab
Taxi
Dr. Jack
Chiropractor
Gus's
Woodstock's
Pizza
Beach-N-Yogurt
Jiu Jitsu
Mission
Thrift
COLLATERAL ~
Posters
Punch Cards
Water Bottle Stickers
Coupon Book

#TopharvardObjective: To increase Mustang News facebook likes to be equivalent
to the Harvard Crimson. A strong facebook presence leads to
stronger community engagement, a more aware and informed
student body and higher website trafﬁc -- which in-turn leads to
greater awareness for the Mustang News online advertisers.
Strategies: 1) Develop an engagement campaign to build awareness
of the Mustang News facebook page - use three phases of creative
concepts to capture and keep attention and engagement strong. 2)
Partner with Athletics, ASI and Campus Housing to develop and
launch cross-promotional opportunities. 3) Tie campaign to all
marketing and PR activities through the end of the year.
PLEASE NOTE: Phase three creative not shown.

Phase 1:
Infographic
used in print &
online

#TOPHARVARD
WHY?

1,461
#TOPHARVARD
UCSB
Daily Nexus
UC Davis
California Aggie
Cal Poly
Mustang News
UCLA
Daily Bruin
Yale
Daily News
Harvard
Crimson
1,647
4,232
5,088
7,316
16,603
LIKE US ON FACEBOOK!
facebook.com/CPmustangnews
Phase 2:
Infographic
used in print &
online

Let us be
your connectionObjective: To reacquaint and or introduce for the ﬁrst time Mustang
Media Group products and services to local businesses that may or
may not have worked with Mustang News in the past. The purpose
is to build a connection with local businesses and the Cal Poly
community via Mustang News marketing channels. The goal is to
acquire 20 signed clients.
Strategies: 1) Launch “Let Us Be Your Connection” marketing
outreach campaign to all clients who have not advertised or worked
with Mustang News in the past 12 months. 2) Develop incentives
and packages to entice clients to sign.

Let us Be Your
Connection!
P
Printed 9”x11” envelope

WHAT ADVERTISING WITH
MUSTANG MEDIA GROUP
CAN DO FOR YOU >
Yelp Ratings
(Out of 5)
5
4
3
2
1
0
Firestone
OldSanLuisBBQCo.
DickiesBBQ
RibLine
SanLuisFish&BBQ
Marston’sBar&Grill
LagunaBBQ&Brew
G.Brothers
Smokehouse
F.McClintock’s
TahoeJoe’s
Mo’sSmokehouseBBQ
P
There are eleven BBQ places in San Luis Obispo.
Mustang Media Group can help YOU stand out.
Your place in SLO
No Longer The “Broke College Student”
Automotive Services = $1727
Retail = $1151
School Supplies = $1007
Beauty Supplies = $575
Restaurants = $1098
Groceries = $1066
Entertainment = $341
Recreation = $107
Total: $7072 spent per student/year
Based on Fall 2011 Data
(18,762 students)
Groceries
Entertainment Recreation
Automotive
Services
School
SuppliesBeauty
Supplies
Restaurants
Retail
Sell Sheet Example

OFFICE: 805.756.1143 | ADVERTISING@MUSTANGDAILY.NET | 1 GRAND AVE. BLDG 26, RM 226 SAN LUIS OBISPO
“In an editorial this month, the student paper,
the Mustang News, said fraternities haven’t
changed their behavior since Starkey’s death,
and the administration made a mistake in letting
them recruit freshman right away.”
—BLOOMBERG NEWS
“A reporter at the Mustang Daily — the student
newspaper at Cal Poly San Luis Obispo — wanted
a copy of an email for a story. He filed a California
Public Records Act request with the chancellor’s
office in Long Beach but he didn’t get it.”
—LA TIMES
“Cal Poly has kind of been a beta tester for Aware
Awake Alive,” Wyatt said, “and the goodwill that
sprung out of the tragedy in San Luis Obispo is
really continuing to keep San Luis Obispo the
place where the leadership and commitment
started and continues to this day.”
—ARYN SANDERSON
FOR USA TODAY
ADVERTISE WITH US!
WE HAVE BEEN RECENTLY NAMED
BEST WEBSITE BY THE ASSOCIATED
COLLEGE PRESS FOR ALL STUDENT
BODIES OVER 10,000!
P
Best Special Section: 1st Place
Best Sales Promotion Materials: 1st Place
Best Online Promotion: 1st Place
Acclaim Flyer

Stat Card

THANK YOU

Integrated Marketing Communications - CNBAM 2014

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