maria codas your first edition campaign 2015 proposal.compressed (1)
TRANSCRIPT
Your First Edition Campaign 2015
THE OBJECTIVE
The Objective
1. Increase brand awareness 2. Enhance student’s perception
of the brand
3. Increase subscription sign-ups on college campuses
4. Engage students through campus, digital and social environments
5. Reach the whole nation
Keys to a Successful Program
1. PLAN AHEAD: Create a comprehensive project plan with timelines and outlined roles/responsibilities
2. RECRUIT AND TRAIN: Select, train and manage exceptional staff for the day of the event and for future activations
3. SUPERVISE: Provide supervision throughout the duration of the program
4. ESTABLISH PARTNERSHIPS: Forge meaningful partnerships that will help extend the program’s duration and reach
5. DISPLAY RESULTS: Report on key performance metrics and program status
THE INSPIRATION
Madison Square Garden’s Visual Retrospective Walls
We are most likely to first look at the event that happened the day of our birthday
Social media is used for sharing our lives often as it's happening, but millennials will take any excuse to reminisce about the old
days and the good feelings that come with them
#TBT on Instagram
The Archives
The fact that The New York Times allows you to go back in time to the year 1851 is something that should be capitalized on
THE IDEA
Overview
The New York Times will execute the “Your First Edition Campaign” where students from campuses all over the nation will have the chance to look up and print a The New York Times newspaper edition from the day they
were born.
Location and Timing
The activation should take place during each college’s key dates and events, and within the major student traffic sites of that specific institution For informative and logistical purposes, the program will take place in college campuses with a current The New York Times collegiate representative for The Campus Agency
How It Works
1. SET UP: The New York Times’ activation is stationed within a significant location of student traffic
2. INVITE: Staff hands out NYT flyers/freebies and invites the student to look up and print a The New York Times edition from the day she/he was born
3. ENGAGE: At the same time, staff talks about the education rate and invites the student to subscribe in order to take advantage of the special offer
4. SHARE: Student gets their The New York Times edition from the day there
were born and shares it to her/his social media platforms
What Will Be Needed
• Tents • Tables [to place equipment] • Roll-up banners driving student’s
attention • 3-5 new york times staff • 4-5 iPads/computers [to look up the
editions] • 1-2 printers • Flyers, giveaways, NYT swag
Students will be able to share their The New York Times first birthday edition printed newspaper on popular social media platforms using the hashtag: #MyFirstNYTEdition This is expected to generate thousands of impressions for the brand
Social Media Component
Measurement and Evaluation
• BRAND PERCEPTION AND EVENT EXECUTION - On-site surveys via Collegiate Representatives with students - Video recording at event (to recap event experience, and to review and help optimize future events) • SAMPLING - Track number of freebies and handouts distributed on-site • SUBSCRIPTION/TRAFFIC - Track and monitor subscriptions made with the code given at the event • BUZZ - Track non-paid media exposure on social media and the internet
