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Publix Case Study - NAM Youth College Marketing & College Advertising Authority, Experts, & Consultants
1. Client: Publix Student Responses:
Student Responses:
“Clever doorhangers!”
“Clever doorhangers!”
“Product we actually use.”
“Product we actually use.”
On Campus Student
On Campus Student
Agent-Hand to Hand
Agent-Hand to Hand
Marketing
Marketing
Doorhanger
Doorhanger
2. Client: Publix
Effective College Dorm
advertising-Place directly on
students door handles in college
dorms and other campus housing.
3. Client: Publix Student Responses:
Student Responses:
“Very cool that the coupons are
“Very cool that the coupons are
free, no purchases necessary.”
free, no purchases necessary.”
Business Objective : To increase Publix relevance
among collegiate audiences.
Placed A High Volume Of Advertising Materials
(Doorhangers) Via Strategic-High Traffic Locations
Strategy: Creative Doorhangers-Hand to Hand A Call To
Action to visit local Publix locations.
Market: University of Florida
Timing: January 15th- Continued until February 15th ,2009
Message: “Visit Publix and receive a FREE Clorox
Disinfecting Wipes 35 ct. Visit individual Publix
Locations Identified on Specific Campus Marketing
Literature (Address Supplied) – Visit: www.publix.com
4. Program Element: 7,655 Doorhangers/ Hand To Hand
Staggered Distribution.
Results:
School Statistics 38,277
NAM SERVICE PROTOCOLS:
Added Value: – www.CollegeMarketPlace.com
Identified School Criteria
Assigned School Availability
Client Designed/NAM Approved/ Printed Media
Shipped Materials To NAM Warehouse For
Processing/Sorting/Shipping To Agents
Utilized 2 AGENTS For On Campus Distributions
Targeted Distribution (Dorms-High Traffic
Wave Photo Tracking Verification - Results
Program Results:
SUCCESS – ROI exceeded client expectations