2015 Ad2 SAS Book_Final

Student advertising

summit 2015

National Club Achievement Competition

Ad 2 – Division V

TABLE OF CONTENTS

NARRATIVE 1

INTERNSHIPS 2

STYLE GUIDE 3

SPONSORSHIP & SPEAKERS 4

PROMOTION 5

Public Relations & social media 6 Media 7

THE EVENT 8

EVENT FOLLOW-UP 9

SURVEY & ANALYTICS 10

NARRATIVE

1

INTERNSHIPS

2

INTERNSHIP DESCRIPTIONS

Style guide

3

STYLE GUIDE

STYLE GUIDE CONT.

PHOTOGRAPHY

Sponsorship & speakers

4

SPONSORSHIP CONTRACT

SPEAKER PACKET

PROMOTION

5

BUSINESS CARDS

Front

Back

SAVE THE DATE EBLAST

Registration EBLAST

KEYNOTE SPEAKER EBLAST

LAST CHANCE EBLAST

SPLASH PAGE

WEBSITE

Website is mobile responsive

WEBSITE CONT.

PUBLIC RELATIONS & SOCIAL MEDIA

6

BRAND AMBASSADOR – CLUB AND CLASSROOM PRESENTATIONS

TOP POSTS

49

SOCIAL MEDIA CONTESTS

50

MEDIA

PAID, EARNED & OWNED

7

OWNED MEDIA - AD FED HOME PAGE

AD FED EVENT REGISTRATION PAGE

OWNED MEDIA - AD FED REGISTRATION PAGE

290 x 300 BANNER AD

55

FLIERS

56

BANNER AD – MINNESOTA DAILY

BANNER AD - TOMMIEMEDIA

BANNER AD – KS95

GOOGLE ADWORDS AD

8

EARNED MEDIA – MINNEAPOLIS EGOTIST

EARNED MEDIA – MNPR BLOG

Radio Advertisement Script:

EARNED MEDIA – HUBBARD RADIO AD

Radio Schedule:

EARNED MEDIA – UMN CARLSON EMAIL

EARNED MEDIA – UW RIVER FALLS CAREER SERVICES

EARNED MEDIA – UMN SJMC EMAIL

DAY OF EVENT

8

ON-SITE SIGNAGE

ON-SITE SIGNAGE CONT.

ON-SITE SIGNAGE – REST ROOMS

ON-SITE BANNERS

ON-SITE BANNERS CONT.

ON-SITE SPONSOR SIGNAGE

ON-SITE SPONSOR SIGNAGE CONT.

AGENCY TOUR TICKETS

EVENT PROGRAM

EVENT PHOTOS

EVENT FOLLOW-UP

9

INTERNSHIP LIST FOR ATTENDEES over 40 intenrships included

Advertising/PR Agencies:

__________________________________________________________

Carmichael Lynch

About:

Carmichael Lynch has put out the call for 2015 summer interns, and we're looking to separate the

wolves from the sheep. If you're wildly talented and ready to kick some tail, we look forward to hearing

from you. It's a great opportunity to get a head start in our industry and stand out from the crowd. So if

you want to show the world your fangs, apply to join our Wolfpack now. Application deadline is March

13, 2015.

How to apply:

Go to http://www.wolforsheep.com to look at the different positions for the Wolfpack internship.

Haworth Marketing + Media

About:

Simply put, winning a coveted spot as a Haworth intern means you will learn from media legends.

You’ll be working on some of the most admired brands in the country all while learning the ins-and-outs

of agency life – aka the quickest route to get your morning coffee, apps you can’t live without and the

appropriate way to incorporate “totes” into an email. The 13 week internship is paid. Yep. PAID! We

are seeking candidates in Broadcast (“did you know Jeopardy is the number one show in Omaha”),

Digital (“I know the real way to pronounce GIF”), Graphic Design (“things aren’t always #000000 and

#FFFFFF”), Media Insights (“I know how everyone consumes media, EVERYONE!”), Out-of-Home

(“size matters”), Strategy (“I have this much money, what will that get me”), and Video Activation

(“apparently Teen Mom 2 is not on-brand”). Positions are available in each department in our HQ in

Minneapolis. The application will open on February 9 and close on March 9. Our application consists of

three parts – check out the assignment page for details. Prepare to wow us with your media genius!

How to apply:

Go online to http://theinterns.haworthmedia.com to apply and view the three assignments and hiring

team.

http://www.wolforsheep.com/

http://www.wolforsheep.com/

http://theinterns.haworthmedia.com/theassignment/

http://theinterns.haworthmedia.com/theassignment/

http://theinterns.haworthmedia.com/

http://theinterns.haworthmedia.com/

THANK YOU CARD

ADAMDINCE.COM EVENT RECAP

EVENT STATISTICS

10

EVENT STATISTICS

Total Number of Students & Professionals

Professionals - 36

Students - 210

Professional Speakers - 120

Number of Colleges & Companies Represented

Colleges - 25

Companies - 47

SAS 2015 Registration

At the 2015 Student Advertising

Summit, 25 different colleges

were represented including

AIGA – Mankato, Bethel,

Concordia, Drake, Dunwoody

College of Technology,

Gustavus Adolphus, Harvard,

Inver Hills Community College,

Iowa State, DeVry, MSU-

Moorhead, North Dakota State,

North Central, South Dakota

State, St. Cloud State, UW-

River Falls, UMN-Twin Cities,

Duluth, University of

Northwestern, University of St.

Thomas, UW-Eau Claire,

Madison, River Falls and

Winona.

Over 40 companies were

represented, including Google,

Wieden + Kennedy, Click,

Hubbard Radio + Interactive,

Campus Media, Carmichael

Lynch, Chicago Portfolio

School, Flash, Knock, Hunt

Adkins, Olson, Periscope,

Deluxe, Haworth, Miami Ad

School, Mirium, SixSpeed,

BlueSpire, Broadhead,

Colle+McVoy, Fallon, Fast

Horse, Mall of America, Martin

Williams, MB25 Media

Solutions, Mithun, PMH, Stone

Arch, The Lacek Group, and

more.

EVENT SURVEY RESULTS

Note: The survey is just a sampling of some attendees, the numbers do not represent every

person who attended.

EVENT SURVEY RESULTS CONT.

SOCIAL MEDIA ANALYTICS

WEBSITE ANALYTICS

The 2015 Student Advertising Summit

website was launched the week of

December 7, 2015. The website was

built on Squarespace; thus, we utilized

Squarespace analytics to track

performance and audience

engagement with our site.

The majority of our site traffic in the

month leading up to the event came

from direct visits or from Google

organic visits. This tells us that people

are familiar with our site or, at the very

least, can find it easily online. Social

media, particularly Facebook and

Twitter, was key in directing students

to the site.

WEBSITE ANALYTICS

It is important for the committee to know how users access our site so that we are able to best serve

their needs. This year, almost 32% of our site traffic came from a mobile device, nearly 2x that of 2014.

Our responsive website ensures that users are able to obtain all of the information they need from our

site whether they are on mobile or desktop. On February 27, the day of the event, 59% of site visits

came from a mobile device.

WEBSITE ANALYTICS

It is crucial for us to understand how users search for

the Student Advertising Summit online. With the

exception of one query, all of the top searches driving

traffic to our site were directly related to the event.

This indicates that our website is well optimized for

search and that our visitors visited our site with

intention and purpose.

PAID MEDIA RESULTS

An optimal click through rate is 0.08%, so we can see that our Student

Ad Summit Google AdWords campaign performed very well with over

101,246 impressions and a CTR of 0.69%. CTR is essential to our paid

media success because it directly affects our Quality Score and cost

per click for each ad. Our paid media efforts helped drive traffic to our

website and increase registrations.

2015 Ad2 SAS Book_Final

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Transcript of 2015 Ad2 SAS Book_Final