Student Universe Recap2

Campus Media GroupStudent Universe Campaign

October 27 – November 2, 2008

Overview: Street Attack executed a campus lifestyle outreach to create buzz for StudentUniverse.com on 10 college campuses nationwide. College reps accomplished this goal by infiltrating campuses and seeding creative materials through key outlets and into high-traffic areas using guerilla tactics.

Timing: ― 1 week execution― Launched on October 27th through November 2nd

College Campuses:•10 campuses•500 posters placed•5,000 handbills distributed•50 chalk stencils

Program Overview

Program Results:

Material Distribution:― Handbills: 45,000― Posters: 5,000― Chalk Stencils: 450

Quantitative Results:― Face-to-Face Interactions:

• 50,800 total• 3,500/campus approx.

― Brand Impressions: • 80,500 total• 10,000/campus approx.

Qualitative Highlights:― Positive reaction from students― Materials became points on interest and conversation starters

Program Results

University of Minnesota, Twin Cities

Campus OverviewThe University of Minnesota at Twin Cities not only provides an extremely large campus to canvas with materials, but there is also an emphasis on the diverse student body, as it is a school largely attended by international students. Consequently the campus was an ideal location for reaching students who often need to travel great distances around holidays and semester breaks.

Additional Information:•Posters were hung and re-hung later in the week due to heavy volume of time sensitive posters for upcoming campus Halloween events•Sidewalk chalk was ideal media placement for high volume of walkers. One student noted: “Great idea. People walk everywhere here.”•Ambassadors taping up posters were stopped several times and asked for a handbill•Drop-offs were usually left by newspapers and other material that students took as they entered or left a building.

Competitive Analysis:•Old Student Universe tearaways were still up on campus•STA Travel located inside Student Union has advertized their site and location across a footbridge used often by students in the area.

Location Listings

Posters

West bank:• Poster board directly when students

get off of bus and enter building • Poster boards outside of large lecture

hall • Poster boards close to skyway• Poster board outside of large lecture

hall close to seating and near bridge • Poster board near math and social

science building • Poster boards near library • Poster boards near business school• Poster boards inside of bridge that

connects the east and west banks East bank:• Poster boards in mall area (10)• Poster board near student union • Poster board near bus stops • Poster board outside of classroom

buildings


Handbills – Hand-to-hand-Mall area (Very high traffic area on the east bank. Itis by the majority of classroom buildings on this bank.)-Student union-West bank (near bridge that connects to east bank) -Near bus stops that drop off and pick off on campus -Outside major lecture hall buildings -Outside business school

Handbills – Drop-offs • Both entrances of both business schools• Entrance of four dorms • Entrance of architecture building • Entrance of math building • Entrance of social science building • Entrance of study abroad center • Entrance to the Rec Center • Inside the bridge (both ends, connects east and west

banks)• Entrance of Spanish building • Entrance of languages building • In the skyway that students walk through on the West

Bank • In the building directly when students exit the bus • In the career center building for CLA • In the school of Journalism • Entrance of library on west bank

Chalk Stencils• Both East and West banks of Campus • Outside of 20 classroom buildings • Outside of Student Union • In the mall area (on the east bank where the bulk of

classroom buildings are. Very high traffic area)• By the bridge that connects the east and west banks

(on both sides)• By bus stops • By library on west bank• Outside skyway on west bank (by large lecture halls)• High traffic walking area on west bank

University of Colorado, Boulder

Campus OverviewUC Boulder has a sprawling green campus and an eclectic, empowered student body. The ambassador team found that by carrying materials with them everywhere they went during the week they could effectively blast routes and paths of the average UC student. This also allowed them to have conversations about Student Universe on-the-go, while being prepared with accompanying materials.

Additional Information:•UC Students are huge about being environmentally friendly, so hand-to-hand distribution was the least popular among students, concerned that it would lead to littering. •Ambassadors felt that chalk stencils and take-away handbills were highly effective for remembering the URL.•Due to UC Boulder’s strict campus poster permit rules, posters were often taken down 24 hours after they’d been placed. Ambassadors handled this by replacing the posters each day and varying locations.Competitive Analysis:•STA Travel is on campus in the Student Union, but presence of another student travel business was unprecedented except for some old Student Universe tearaway signs left from the last promotion.

Location Listings

Posters

• UMC community boards floors 1,2,3,4• Outside between Ekeley and Cristol

Chemistry• First floor hallways in Ekeley• First floor hallways in Hellems• Second floor hallways in Hellems• Education community board• First floor hallways in Economics• Basement hallways in Economics• First floor in Irey around the ticket

booths• Bottom floor of the Rec Center near

the changing room• Atlas floor 1• Atlas floor 2• Williams Village floors 1-13 in

Stairwells• Education floor 1• Education floor 2• Guggenheim floor 2• Rec Center• Sewall Residence Hall Bulletin Board• Hale Floor 1• Humanities bulletin boards floors

basement,1,2• Math floor 1 bulletin board• Hallet planetarium front doors


Handbills • Humanities Computer Station• Farrand Residence Front Desk• Sewall Residence Hall Bulletin Board• Telephone Station in Math building• Mail Room Sewall Residence Hall• Psychology Study Lounge• By Printing Station in Norlin Library• Library floor 1 study lounge• Library Floor 2 check out desk• Connection Bowling Alley• UMC food court• Duane computer station• Near newspapers in UMC• Humanities first floor• Humanities basement• Table in Ekeley by newspapers• Table in Ekeley in study lounge• Hellems first floor by the newspapers• Education building first floor• Economics building on the first floor• Economics building in the basement• Irey Theater by the ticket booth• Irey Theater by the computer lounge• Irey Theater by the main dance floor• Bottom floor in the Rec Center

Chalk Stencils• By Cheyenne Arapaho Dining Hall west entrance• In front of east entrance to Sewall Dorms• In front of Rec Center• In front of Tennis Courts• In front of CU stadium (player's entrance)• In front of CU stadium (audience entrances)• In front of east entrance Norlin Library • In front of west entrance to Norlin Library• In the walkways around the Engineering Quad• In front of East entrance to Farrand Field• In front of West entrance to Farrand Field• In front of west entrance to Regent Administrative

building• West entrance to UMC• East entrance Hallett Hll• West entrance to Williams Village• East Entrance Libby dorm• North Entrance Kittredge• East entrance to UMC• South Entrance to UMC• In front of West entrance to Farrand dorms

San Francisco State University

Campus OverviewIt was nothing but smooth sailing for our enthusiastic ambassadors at San Francisco State University. They were so proud to be representing Student Universe they held a meeting with the Study Abroad office to introduce all that the site has to offer. Many students are strapped for cash on the SFSU campus, and reactions to the materials were fantastic.

Additional Information:•Halloween festivities about campus proved to be advantageous for getting excited students engaged in conversation about the site. •The SFSU campus was one of the easiest of all 10 markets to do guerilla-style canvassing, as there is little to no regulation of advertisements on campus.•Campus is largely populated with international students, proving a great place to reach frequent student travelers.

Competitive Analysis:•There was no noted presence of any other student travel brands on campus.

Location Listings

Posters

• Chavez Student Center• Gym• Language Institute• Centennial Sq. Village• Harding Park• Knuth Hall• Little Theatre• Fine Arts Building• State Drive• Tapia Drive• Hensill Hall• Mary Park Hall• Mary Ward Hall• University Park South Apartments


Handbills • Malcolm X Plaza• Chavez Student Center• Student Services Building• Library• Language Institute• Central Quad• Rack-n-Que• The Depot

Chalk Stencils• Thorton Hall entrance• Holloway Ave.• Tapia Drive• State Drive• Towers at Centenial Hall• Mary Ward Hall• Cox Stadium area

Pennsylvania State University

Campus OverviewPennsylvania State University is home to a whopping 43,000+ students and consequently, the extensive campus was an ideal market to reach potential student travelers. Thanks to an interested audience, ambassadors were permitted to get extra creative on placement of stencils and were highly successful in spreading the word throughout the week.

Additional Information:•Leaving handbills in the close vicinity to posters proved to be a successful reinforcing method that gave students something to take away. •Strict regulations with expensive fines kept stencils off campus, but were just as eye-catching nearby in front of popular student housing and local eateries just a block away. They gained very popular reactions from curious on-lookers.

Competitive Analysis:• STA recently closed its office in the student union building, but students found that September is the most popular time to see ads on campus for Student City, STS, and Sun Splash Tours, as students prefer to book early. Bars in the area have also recently featured a trip giveaway promotion by a similar student travel site.

Location Listings

Posters & Handbills (Placed in conjunction with one another.)

• Willard Building• Sackett Building• Hammond Building• Information Science Technologies

Building• Thomas Building• HUB Student Union• Burrowes Building• Chambers Building• Henderson Building• Boucke Building• Forum Building• White Building• Wolf Hall• Ritner Hall• Hiester Hall• Schulz Hall• Pollock Commons• Waring Computer Lab• Pollock Lab• Findlay Commons


Handbills – Hand-to-hand

• College Avenue• Beaver Avenue• In front of Hammond Building• In front of HUB Student Union• Pollock Commons• Findlay Commons• University Avenue

Chalk Stencils• Atherton Street • Beaver Avenue • College Avenue• Allen Street • Fraser Street • Hiester Street • Shortlidge Road • Pugh Street • Garner Street • Various off-campus houses/fences/porches• Burrowes Road • Roommate’s car bumper• East Prospect Avenue• East Nittany Avenue • Locust Lane • East Foster Avenue • East Fairmount• Hamilton• Barnard Street• University Avenue

Boston University

Campus OverviewAs one of the largest schools in a city overflowing with students, Boston University’s city campus is a hot bed of well traveled and diverse young people. The campus stretches down several miles of a hopping urban avenue that is frequented by not only BU students, but many students attending nearby Boston schools as well. A streak of good weather made execution even more successful than anticipated.

Additional Information:•Highly social BU ambassadors made a point of engaging passing students in conversation about Student Universe, increasing awareness and making a positive, lasting impression.•As a campus that had never been chalk-stenciled before, students were intrigued and engaged by the unconventional medium.

Competitive Analysis:• STA has an office on campus in the student union and is known for luring students in with its elaborate window displays and face-to-face customer service. Many pamphlets are available for students looking for travel packages aimed at partying, though none for a discount service or agency.

Location Listings

Posters

• 20 lampposts in Allston• 10 lampposts down Comm. Ave• Beacon Street Bridge• Super 88• Bank of America• In Your Ear• A&C Art Store• 5 on electrical stands• Student Central entrance• Student Central pool halls• GSU basement• My Brother’s Place Pizza• Espresso Royale• Warren Towers RA boards• 1019 Free Expression Board• Stu V Laundry room• Bay State Road brownstone entrances• South Campus apartment entrances• Sleeper Hall• Claflin Hall• Rich Hall

Boston University


• Walked from Kenmore Square to Packard’s Corner flying both outside and inside local establishments and campus buildings

• Myles Standish Building• Warren Towers• Rich Hall• Sleeper Hall

Handbills – Drop-offs

• Bay State and Comm. Ave brownstones• 575 Comm. Ave• 1019 Comm. Ave• BU Starbucks• George Sherman Union• Mugar Library• BU Beach• Marsh Chapel• College of Arts and Sciences• College of Communications• School of Management• School of Hospitality Arts• BU central main entrance• BU central pool hall• BU central side entrance• Claflin Hall• Buick Street Café• Food Court

Chalk Stencils• BU Starbucks (700 Comm. Ave and 874 Comm. Ave)• Warren Towers• 2 stencils in front of College of Communications• 2 stencils in front of College of Arts and Sciences• Landry’s Bike Shop• Darque Tan• BU parking lot N• Espresso Royale• Aganis Arena walkways• T Anthony’s• 3 stencils around Fit Rec• 5 stencils next to bike stands along Comm. Ave• 7 stencils next to benches along Comm. Ave, • St. Paul St. bus stop• BU West Stop• BU Central Stop• BU East Stop• South Campus Dorm neighborhood• Shaw’s• George Sherman Union• Gardner and Linden St.• Harvard Ave and Comm. Ave

Boston University

University of Texas, Austin

Campus OverviewThough the guerilla execution at University of Texas in Austin was somewhat impeded by strict campus and police regulations, student ambassadors compensated by making their voices heard loud and clear about the benefits of using Student Universe. By adapting a social, conversational attitude ambassadors introduced students to the site while distributing materials. Austin provides an ideal environment for hand-to-hand tactics as the weather is so conducive to outdoor activity.

Additional Information:•Ambassadors were escorted from campus due to chalk-stencil restrictions, and when making a second attempt off-campus their stencil materials were confiscated by Austin Police.•Compared to other markets, Austin students had the least previous knowledge of Student Universe, and found the handbills to be an effective takeaway.

Competitive Analysis:• Student travel agencies are remembered for having held sponsored events on campus that offer a chance to win a free trip and travel package.

Location Listings

Posters

• Texas Union• Alemetris Duren Residence Hall• Which Wich• Potbelly• Gregory Gym• Wooten Barber shop• Dobie food court• McCombs Business School• Kinsolving Dormitory• Communications Building• Student Services building• Veggie Heaven• Wish• Littlefield dormitory• Goodall Wooten Dormitory• Intellectual Property• University Towers• Crave• Austin’s Pizza



• In front of campus Starbucks• Gregory Gym• Burdine Hall• Texas Union

Handbills – Drop-offs

• Flawn Academic Center• Student Services building• Which Wich• Potbelly• Jamba Juice• Wooten Barber shop• Dobie Theatre• Dobie food court• Jester Residence Hall• University Teaching Center• Welch Hall• Mellow Mushroom• Campus Newspaper boxes• Tapioca House• Strut• Amy’s Ice cream• University Towers• Scottish Rite Dormitory mailboxes• Chipotle• Austin’s Pizza

North Carolina State University

Campus OverviewThe execution at North Carolina State University was seamless, with a genuinely curious, eager student body that responded graciously to ambassadors spreading the word about Student Universe. Perhaps it is the nice weather or southern charm, but NCSU students were nothing but pleased to receive materials, and many even took extra to pass on.

Additional Information:

•Spring Break travel is extremely popular at NCSU, and many students wanted to know more about Student Universe for specifically those services.•More students had heard of and used Student Universe previously on the NCSU campus than in any of the other markets.

Competitive Analysis:• Ambassadors reported that there are several posters hung that advertise other student travel companies, including iNext, Budget Travel, Geek Travel and Student City, as well as an older Student Universe tearaway poster. However no other company was visible in more than one poster or alternative form of media.

Location Listings

Posters

• University Towers• Nelson Hall• Kilgore Hall• Scott Hall• D.H. Hill Library• Bositan Hall• David Clark Labs• The Brickyard• The Atrium• Patterson Hall• Ricks Hall• Ricks Hall Addition• Winston Hall• Caldwell Hall• Tompkins Hall• NCSU Bell Tower• 1911 Building• Court of Carolinas• Fountain Dining Hall• Student Health Center• First Year College Commons• Carmicheal Gym


Handbills

• Owen Residence Hall• Tucker Residence Hall• Witherspoon Student Center• Bragaw Residence Hall• Activities Center• Jordan Hall• Jordan Hall Addition• Clark Hall• Honors Village• Entomology Lab• Flex Research Lab• Toxicology Building• Toxicology Labs• Monteich Engineering Research Center• MEAS Field Lab• Chi Omega Sorority House• TKE Fraternity House

Chalk Stencils

• Withers Hall• Winslow Hall• Fox Science Teaching Labs• Gardner Hall• Williams Hall• Dabney Hall• Harrelson Hall• Polk Hall• Cox Hall• Broughton Hall• Mann Hall• Riddick Engineering Labs• Daniels Hall• The Math and Science Building• Brooks Hall• Pullen Hall• Harris Hall• Bowen Residence Hall• Metcalf Residence Hall• Carroll Residence Hall• Turlington Residence Hall

University of California, Berkeley

Campus OverviewOf all 10 campuses in the program, UC Berkeley seemed to be targeted the least by other travel-related advertisements, and in general there were no other noticeable promotions going on, which made for an especially successful execution. UC Berkeley students were responsive and engaged with the ambassadors, who report that even a professor wants to know if he’s eligible to use the site.


•The chalk stencils were quite well received, and a number of students reported having not seen that method used before. •Weather conditions were ideal, and stencils were still visible at the end of the week.

Competitive Analysis:• Ambassadors reported no other materials, promotions or visible campaigns on campus by competitors of Student Universe.

Location Listings

Posters

• Doe Memorial Library• MLK Student Union• Sather Tower• Bowles Hall• CV Star Library• Foothill Residence Halls• Sproul Plaza• Bancroft Way• Berkeley Way• Shattuck Shuttle Stop• Addison Street• Shattuck Square


Handbills

• Campanile Esplanade• Bancroft Library• Doe Memorial Library• South Hall• Bowles Hall• Observatory Hill• Stephens Hall• Sproul Hall• MLK Student Union

Chalk Stencils

• East Gate• South Hall Road• Foothill Residence Hall areas• Sproul Plaza• Spieker Plaza• Stowe Plaza• Oxford Street• University Ave• Oxford St.

University of Massachusetts, Amherst

Campus OverviewUnlike some of the other large, public universities, the UMass Amherst campus was a problem-free market where students were receptive to the materials. Ambassadors found that the popular Greek life on campus was a great tool for spreading the word, and was able to leave and post materials at a number of sorority and fraternity houses where communication is rampant.


•Rain early in the week washed stencils away quickly, but ambassadors worked diligently to replace them, doing double the work and doubling the message of Student Universe. •A number of students mentioned using STS Travel, and several times questioned ambassadors about who offers a better deal.

Competitive Analysis:• STS Travel is advertised in the Daily Collegian, the school’s newspaper. There were some posters advertising student trips to specific spring break hot spots, but that was the extent of travel ads tailored to students.

Location Listings

Posters

• School of Management• Mahar• Hasbrouk• Herter• Herter Annex• Machmer• Thompson• Bartlett• Flint• Morrill• North A• North B• North C• North D• Coolidge• Kennedy• McNamera• Brown• Student Union• Campus Center• 6 outdoor bulletin boards



• Campus Center• Outside of Worcester Dining Commons• Outside of the Library

Handbills – Drop-offs • The Hatch• The Blue Wall• The Pita Pit• North A• North B• North C• North D• Van Meter• Gorman• McNamera• Brown• Coolidge• Moore• Mary Lyon• Knowlton• Pierpont• Chadbourne• Baker• Leach• Lewis

Chalk Stencils

• On-campus bus stops• In Front of recycle pins• In front of Library• In front of Dining Commons• In front of Campus Center• In front of Student Union

Florida State University

Campus OverviewStudents on the Florida State campus loved the creativity of placement that our Ambassadors employed as a fun tactic. There is no way you could miss the presence of Student Universe at FSU, as ambassadors blasted the campus in a festive, strategic manner, leaving handbills in bike spokes, desks, lecture hall podiums, and inside daily newspapers.


•Chalk stenciling seemed to be a positive way to garner attention when done during the day in crowded areas. •One students stopped an ambassador with handbills to say, “I’ve seen you guys everywhere, can I have one?”•An abundance of good weather and newly paved surfaces provided ideal chalking conditions in places were many people spend great amounts of time outdoors.

Competitive Analysis:• Previously hung Student Universe tear-away posters were found in several locations on campus. There were little to no other student travel companies present.

Location Listings

Posters

• Psychology Building• Various Bus stop locations• University Center A• Outside of Stadium• Dance Building• Landis Green• Music Building 1• Music Building 2• Student Services Building• Student Life Building• Dodd Auditorium• Diffenbaugh• Bellamy• HCB• Biology Dept.• Circus Parking lot• Psychology Auditorium• Williams• Degraph Hall• Seminole Dining Hall• 6 outdoor bulletin boards


Handbills • College of Advertising• Advising Office• Wildwood• Rovetta A• Rovetta B• Sandals• Parking Garage• Starbucks Parking lot• Bike Rack• Moore Auditorium• Union Green• HCB• Fisher Lecture Hall• Various FSView Newspaper Disbursement

Locations• Sally Hall• West Campus Dining Facility• FSU Computer Store• FSU Mail room (Student Mailboxes)• Financial Aid Office• Study Abroad Office

Chalk Stencils

• Bellamy Walkway• Starbucks• College of Medicine• College of Business• Suntrust ATM• Learning Way• Walkway to Gym• Gym entrance• Stadium• College of Education• Freshfood Co.• Suwannee Dining Hall• Westcott Fountain• Landis Honors Dorm• Landis Foutain• Strozier Library• Science Building• Chemistry Building• Student Union• Unity Statue

Overall Feedback

Student Feedback“I’ll have to check it out.”

“I’ve used Student Universe before and really like it.”

“My roommate is planning a trip, I’ll take one for her.”

“I prefer the face-to-face attention at the STA office.”

Student Questions

Can international students use Student Universe?

Can faculty and professors use Student Universe?

Will Student Universe give me as good a deal as STA Travel?

If I use Student Universe do I have to book long in advance?

How do they confirm that I am a student and is the process tedious?

Learnings & Recommendations

-The largest schools, like Penn State and UT Austin, are less receptive to guerilla tactics due to overwhelming amounts of advertisements on campus and strictly enforced regulations.

-The timing of the campaign could have inhibited the success of the hand-to-hand distribution of handbills, on account of several possibilities:

-On most campuses it was midterm week, and busy, stressed-out students are less likely to stop and talk.-It was election week, and students were inundated with campaigners on campus, thus they were more likely to ignore ambassadors or discard materials.

-The stencil should be a bit larger, as the small text was somewhat difficult to decifer on certain surfaces.

-Chalk stenciling was the most well received and intriguing mode of advertising among students on all the campuses, and handbills were a second favorite, as it provides a takeaway that reinforces the site URL.

Student Universe Recap2

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