Mobile Web Advertising

Partnership Strategy

What is the Mobile Web…

• Web sites which are specifically designed to be viewed on mobile devices such as mobile phones and PDAs

• It can enable access to information, anytime and anywhere there is cell phone coverage

• It provides vast connectivity. One-third of humankind currently has access to the Internet through a mobile device

Source: “Mobile Web Sites: Designing for Mobility”, a new report from Jupiter Research.

Effective Strategy…

Effectiveness of a Mobile Web Advertising and Promotion Strategy…

• 58 million U.S. consumers recall seeing

mobile ads on their mobile phones

• Half of all data users who recall seeing

mobile ads in the previous 30 days said they

responded to a mobile ad in some way

Source: Nielsen Mobile Study

Mobile Web Advertising Keys…

For mobile Web advertising to generate repeated use, it must…

1. Be user friendly

2. Provide dynamic promotions

3. Have a recurring consumer benefit or

incentive

Effective Tool for Reaching Gen Y…

Generation Y

• The first generation to grow up with technology

• They are glued to their phones

• Web savvy multi-taskers

• Mobile and active

An Economic Powerhouse…

The Elusive 18 – 24 Year Old Consumer…

• Economic Influencers – Cal students contribute $395

million annually into the Bay Area economy of which

$282 million are spent in the city of Berkeley

• The Cal Community – Cal students are a highly-

motivated, multi-cultural and loyal group. Over 170,000

Cal Alumni live in the Bay Area

• Generation Y - The Millennial Generation – Cal

students born after 1980 are part of a highly-sociable,

influential, and achievement-oriented group of

consumers. They’re 40 million strong and expected to

earn upwards of $3 trillion by 2017

Sources: UC Berkeley Economic Impact Study, UCB Student Research Center’s Student Housing and Transportation Survey and Marketwire

•Hothand becomes an integral part of Cal’s communication system

•Provides a more effective platform for partners to reach students, campus and community supporters

•Co-branded relationship helps to begin the conversation with consumers

The University and Hothand Partnership…

HOTHAND’s platform…

• Gives consumers QUICK ACCESS to

relevant merchant content, information and

promotional offers

• Creates INSTANT VALUE for the consumer

• Stimulates REPEAT pay-per-click searches

because merchant offers are constantly

updated

Advantages of Hothand Platform…

Merchants enjoy 24/7 web access to post, schedule and change all information consumers view

How it Works – Merchant Network…

Merchant Network – “Hot Deals”

1. Consumers click on “Hot Deals” icon from the easy to

navigate menu-based platform

2. Icon leads consumer to Hot Deals page that includes your

promotional material

3. Consumers click on your promotion to receive your Hot Deal

Integrated Promotional Channels…

Promotion of the University and Hothand partnership

via an integrated platform including:

• Online – Cross promotional opportunities highlighted in monthly

newsletter sent to over 20,000 student and non-student members

• Email – Monthly deals included in co-promotional emails sent to

student and non-student members

• Print – Co-branded promotional materials distributed by the Cal

Student Street Team during selected experiential events throughout the

academic year

• Experiential Channels – Face-to-Face sampling opportunities that

engage consumers across product or service categories

Merchant Network Benefits…

• Ready to implement

menu-based patented

platform

• Platform that provides

consumers with incentive

for recurring usage

• Ongoing consultation

and strategic planning via

Hothand and the

University

Provides a GREEN & sustainable alternative promotion for an eco-friendly target group.

Sponsorship Opportunities…

• Limited number of sponsorships available

• Premier recognition as a sponsor

• Your banner at the top of every mobile

web page

• Links to your information, promotion or

call to action

• Also includes all the Merchant Network

capabilities and benefits

Getting Started…

Next Steps:

1.Become a Cal Rec Sports partner

2.Schedule a time to develop your customized strategy

3.Launch. Engage. Repeat.

Mobile Web Advertising

Partnership Strategy