As a grant-funded non-profit with a limited budget, News University (NewsU) needed to cost-effectively reach a target audiences of more than 60,000 newspaper journalists, and they had no marketing staff to do it. We crafted an innovative grassroots campaign that leveraged top news executives and asked them to share their contact information during an industry conference so that we could send free training resources to their newsrooms. We then created and mailed "starter kits" to these newsroom ambassadors who helped spread the word and our materials to their respective newsrooms. Services delivered as part of the program included initial strategy and planning, collateral and advertising development, selection and packaging of promotional products as well as production, assembly and distribution of more than 100 custom "kits".
This cost effective, high impact marketing campaign reached more than 12,100 newspaper journalists in just 90 days—representing 19 percent of the entire newspaper community. This first campaign was the first of two NewsU campaigns to win a national award as one of the year's best from the Promotional Products Association International. Since its inception, we have served as marketing strategists for this growing e-learning hub and have led numerous campaigns and promotions.
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