UNC students enjoying Wisps in the sun.

Mike and Lena promoting Showtime at “Up All Night.” Thousands of pieces of swag were given away at WSU.

Newsletters and Press Releases

Campus Connection

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

Summer Feature:

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 Ambassador:

Brandon Frese

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 Ambassador:

Stephanie Thompson

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 Ambassador:

Michael Dossett

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 Ambassador:

Lena Seino

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.

Account Manager Corner

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.

Online Media to Get Gen Y’s Attention

1. Facebook
2. Twitter
3. Foursquare
4. YouTube
5. Digg
6. Flicker
7. Groupon
8. Google Buzz
9. Delicious
10. Yelp

What is UDOC?

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

July & August 2009 Newsletter

June 2009 Newsletter

May 2009 Newsletter

April 2009 Newsletter

March 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