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Student Marketing Case Study – Co-op media planning

Co-op asked Campus Media to carry out media planning activity on their behalf to target students.

What the client said:

“Campus Media’s extensive knowledge of the student market has provided us with a great platform to boost our brand to this unique audience and has also given us great value for money for our marketing spend. Being able to book the various media channels and experiential activity through one agency with a dedicated account manager has proven to be very successful and so far we had fantastic feedback and results.”

-Marketing Manager, Co-op Food.

The Objectives:

Co-op was looking for an expert with genuine student expertise who could plan an effective annual media campaign. Their issue was that the student space is a very fragmented market and they’d struggled to obtain ROI working with universities directly.

The Solution:

Campus Media planned an annual media campaign utilising Sub.TV screens to get direct access onto campus to educate students about the Co-op membership programme which offers 5% off all own-brand goods as well as 1% which goes to the community. Branded content was also published across a range of niche platforms with a high percentage of student readers and a widespread display campaign was carried out.

The Result:

The campaign has not finished yet but at the mid-point review, the activity has delivered:
  • 25k reads on branded content
  • 135k impressions on digital display advertising with a CTR 20% better than their average.

The Co-op media planning continues throughout 2017.


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