

Vol. 2, Issue 2
Summer 2010
Download a PDF of the newsletter here:
Campus Connection - Summer 2010
"If you do build a great experience, customers tell each other about that.
Word of mouth is very powerful." – Jeff Bezos, Founder of Amazon.com
Client: Colgate Wisp
Where: 10 Campuses Nationwide
When: Spring 2010 Semester
Goal: Sampling & Awareness Events
Give a brand ambassador an idea, and they’ll give
you extreme results. Colgate Wisp partnered with UDOC
during the spring 2010 semester to launch a college program
on 10 campuses throughout the nation. Targeting campuses
with high student enrollment was a priority, but Colgate also
wanted top-notch brand ambassadors that would represent
their brand well.
Madison Phillips, one of UDOC’s brand ambassadors for the
campaign, is outrageous. This bright-eyed University of North
Carolina marketing major has led the charge among the techsavvy,
creative ambassador crew.
Madison and her teammate, David, have executed more than
10 sampling events all around UNC’s campus. Armed with their
Colgate bags and wearing Colgate branded t-shirts, they have
sampled at events like sorority and fraternity formals, the spring
football game, a road trip to South Carolina for the Carolina
Cup, and Relay for Life. Approximately 7,000 Wisps have been
sampled this semester alone at UNC.
UNC student feedback has been overwhelmingly positive;
they were very happy to have fresh breath and cleaner pearly
whites. Madison said, “I have become known as the ‘Wisp’ girl
on campus! People are asking for them 24/7.”
“Ambassadors have really taken ownership of this campaign;
they truly enjoy using the product and want to spread the word
about Colgate Wisp campus-wide,” said Jennifer Cox, Account
Manager for UDOC. “Students were trained, given direction and
guidelines, but their creative genius has shown up in the blogs
they’ve created, videos they’ve captured, and crazy sampling
events they’ve hosted. Their work has impressed both UDOC
and the Colgate Wisp team.”
“The University of Virgina has done an excellent job of capturing
college students in the act of wisping,” Cox said. “Many schools
like UF, UGA, and UVA have made blogs and websites to track
their results on campus.”
“Facebook has played a part as well,” Cox said. “Over the
course of two weeks our 10 teams have added 900 fans (and
counting) to the official Colgate Wisp fan page.”
Experiential campaigns like Colgate Wisp are important for
Gen Y’ers who have a “let me decide if your product is worthy”
mentality. Brand ambassador at the University of Iowa, Christie
Forrer, reported, “Everyone is talking about Colgate Wisps! I
see people using them in the business building, people talking
about them on their way to class, and people are always asking
me about them since I am a part of the promotional campaign.
Everybody who tries them loves them!”
When it comes to college students, trying is believing.
Brand: Colgate Wisp
School: Penn State

Are there any marketing
campaigns out there right now
that really impress you?
I am really impressed by the advertising
and marketing campaign currently being run by Bud Light. Their television
creative executions are extremely funny and entertaining, and their
print executions are engaging as well. In terms of promotion they
are also doing a great job offering specials at local distributors and
promotions in the bars have been great with free merchandise.
What kind of integrated marketing plans
would you put together to reach the
college crowd?
To market to Gen Y on college campuses, social media is an absolute necessity.
On-site promotions would be utilized in collaboration with social media outlets
such as Twitter, Facebook, Four Square and Youtube. All of these sites are
relied on heavily with this demographic group and fill a majority of their
time on the internet. Your typical college student will be very interested
in promotions as well – we liked to be reached on a personal level.
Some print media could be used to reach the market, depending on
their response to the local newspapers or to national magazines
(i.e. Sports Illustrated or Cosmopolitan), and TV could be used
sparingly. By using all of these different vehicles and ideas,
I think a campaign would be successful in reaching the
college market.
What’s everybody on your campus
talking about right now?
Most people on Penn State’s campus are
currently talking about websites like Texts
from Last Night and are using them to
fill their time. Four Square is beginning
to catch on and Twitter is also being
utilized heavily; and of course,
there is always Facebook
and the fact it never stops
changing. Students are
particularly interested
in the iPad currently,
and are seeking out
ways to test the
new product.
Brand: Colgate Wisp
School: University of Georgia

How do you feel about social networking sites
like “Chat Roulette” and “Texts from last night?”
Have you ever used them?
The most influential aspect of the social media craze is self-expression.
Texts from last night is not so much about self-expression as it is about
entertainment, not to mention the go-to website for many students during a
boring lecture. I am on TFLN almost daily; it is funny and anonymous, and I may
or may not have even submitted a few.
Are there any marketing campaigns that annoy you?
Honestly, marketing campaigns do not usually annoy me at all but lately two in particular
have. Verizon and AT&T’s marketing campaigns aimed at insulting one another really bother
me. I understand comparative advertising, but when one product or service directly insults
another it makes me never want to give them my business. I want a company to tell me why I
should use their product/service from the benefits I’ll receive, not why I shouldn’t use someone else’s.
What kind of integrated marketing plans would you put together to
reach the college crowd?
Social media has really taken off and social media marketing campaigns are so important to reach college
students. It’s pretty safe to say that most college students at least have one social media account. Also, in my
opinion, hand-to-hand promoting is so important on campuses; being able to see and use the product for frugal
college consumers is so important; you are more likely to purchase a product if you have already experienced the
benefits, especially if you’re low on cash.
Brand: Showtime
Networks
School: Washington State University
What will you be doing this summer?
Viva Italiano! Just ten short days after completion of spring
semester, I’ll be jetting off to Rome for a summer study abroad
session in Italy! This will by my first time studying abroad, and
the anticipation and excitement is building by the day. History
literally lies around every corner in Rome, and I cannot wait
to witness it first-hand. All the preparation in the world will
not adequately prepare me for the inevitable culture shock I
am likely to experience, and I am looking forward to pushing
the boundaries of my comfort to learn more about myself and
continue my growth as an individual.
What kind of integrated marketing plans
would you put together to reach the college
crowd?
College students spend more than $200 billion per year, and they will ultimately become a large,
highly-educated segment of the consumer marketplace, so capturing their interest and locking in
their brand loyalties early can make them enormously valuable to companies.
Social media has become an integral part of the daily lives of Gen Y college students, and
its reach is largely unparalleled, especially when its cost efficiency is taken into account.
It is imperative for every campaign to utilize social media sites like Facebook, Twitter,
Foursquare, Digg, etc. to ensure maximum reach at minimum cost.
These sites create the unique opportunity to develop an interactive crossplatform
campaign that engages students through user involvement, viral
buzz, and instant (and increasingly ubiquitous) connectivity. One can
publish content on one medium (Facebook blog post, Twitter picture,
YouTube video), and link to it through the other media, creating an
integrated, collective, and interconnected platform for students
and others to interact with. Each of these sites can serve a
unique purpose while accomplishing the overall campaign
goals.
While online platforms and social media are vital,
students need tangible materials and events to
validate what they see online, and that is where
the on-campus event planning comes into
play. Creating events specifically tailored to
students, and more critically, a specific set
of students (i.e. targeted at students
from University X). This creates a
feeling that the campaign is genuine,
and that the targeted students
are an important aspect of
what the campaign is trying
to accomplish.
Brand:
Showtime Networks
School:
Washington State University
Where do you &
your friends hang
out in the Summer?
Lake Washington is about 15
minutes from my house and we
love it there! Summer without water is
not quite summer. My friends and I love
everything from just laying out in the sun to
wakeboarding on the lake. I also love to travel
and hope to take some road trips the beautiful
Washington peninsula for some camping and hiking
trips.
Are there any marketing campaigns right
now that really impress you?
I believe in large corporations giving back to the community either
on a local or worldwide level. I have seen corporations start to take
this approach by either going green or trying to better citizens in the
community. I have been very impressed by the Pepsi Refresh Project. The
campaign is not directly marketing their product but the brand as a supportive
member of the community. It brings a personal side to the company and shows
the company’s good will.
What’s everybody on your campus talking about right now?
I have found that most of my peers pass on and promote clips or advertisements that are
funny and humorous. I know one of the topics of conversation in many of my classes lately
is the development of new technology and where it is going. Products such as the IPad and
Droid technology are innovative and interesting topics. Another hot topic is regarding the big
brother feel technology has now given us. With applications such as Four Square or Blippy personal
information and privacy has become public knowledge.

by Ann Garrison
These days, it is very rare that we plan
a campaign that doesn’t incorporate
some kind of online component.
However, you may be wondering: what
are the best options, how do I use
these sites and how can they help my
brand?
Here are my two cents based on our experience. I’ll take you
through a few examples of the hottest social media trends and
how they can help your brand gain awareness and market share
with college students.
Here are my top 3 social networking/media sites:
1. Facebook – no list would be complete without this
famous and obvious option. Facebook is must this day in age
when trying to reach your young (and even older) audience.
How to use it – This is old news by now. Users create a
profile and connect with friends and brands they like.
How can it help your brand – In order to execute a
successful Facebook campaign you need you have a plan or end
goal. It is very unlikely you will get the viral following you want
with out an incentive. Offer users who like your brand (formerly
“fans”) exclusive material or a prize for liking your brand. Most
importantly, the campaign needs to be current and constantly
monitored. Make sure someone is responding to comments,
posting new updates and creating new content everyday.
2. FourSquare – As a newer player in the game,
Foursquare integrates liking a brand and geo-tagging. This
basically means a user can show their friends and followers
where they are at any given moment.
How to use it – create an account and link up with your
smart phone or cell phone. When you visit a business “check-in”
with Foursquare and you share your location with your friends
and you’ll gain points with that location if they participate. The
more points you get – the more status/credibility or “badges”
you get at that business.
How it can help your brand – Loyalty programs! College
students cannot get enough discounts, incentives or recognitions.
Our most successful brands have rewarded loyal users with free
samples, discount codes and the like. Foursquare makes it easy.
Show the manager your status of Mayor of that business and
– Voila! You get a free order of fries. Let them know you have
been there 10 times in the last month and – Presto! You get a
20% discount off your order. This creates future purchasing and
unpaid brand ambassadors in those consumers!
3. Twitter – While not a personal favorite of mine,
Twitter continues to gain speed with marketing to Gen Y.
Twitter allows you to give 140 character updates to friends
and followers
How to use it – Create a Twitter account and link it to
your email address and phone number. If you have valuable
information, a funny YouTube link or just a thought you want to
share, simply broadcast it to your followers. The most successful
campaign use daily tweets.
How it can help your brand – Twitter is a fantastic tool to
keep your customers and brand advocates updated constantly.
If your brand is running a special or releasing a product – you
can announce this to your followers in a matter of seconds!
It is also a great customer service tool. Numerous brands
have staved off PR catastrophes by immediately responding to
concerns via Twitter.
1. Facebook
2. Twitter
3. Foursquare
4. YouTube
5. Digg
6. Flicker
7. Groupon
8. Google Buzz
9. Delicious
10. Yelp
UD On Campus is a collegiate marketing agency that has a network of proactive, enthusiastic students, and great relationships with universities across the country. Peer to peer, grassroots marketing is our specialty. For more information contact Jennifer Balyint at jbalyint@vilcom.com or 1-800-743-5556 x6149.
Newsletters
Winter 2010 Newsletter
September, October & November 2009 Newsletter
Download a PDF of the newsletter here:
Campus Connection - Winter 2010
Campus Connection - September, October & November 2009
Campus Connection - July & August 2009
Campus Connection - June 2009
Campus Connection - May 2009
Campus Connection - April 2009
Campus Connection - March 2009
Campus Connection - February 2009
Press Releases
Army Awards Eight Students in Pennsylvania with a Brand Ambassador Internship
UDOC’s parent company, University Directories, partners with national, professional business fraternity, Pi Sigma Epsilon!
March 2009
February 2009
UD On Campus.
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