5042 Wilshire Blvd., #600, Los Angeles, CA 90036 P. (323) 939.8477 F. (323) 939.8656

2010 Anime Expo @ L.A. Convention Center (7/1 thru 7/4)Online, Retail, Street and Print Campaign

DMA: Los Angeles Project Manager: Sean Bellosean.bello@campuscircle.net

Overview of Campaign

• Campus Circle promoted the 2010 AnimeExpo at the L.A. Convention Center bydoing the following:

• Street Marketing• Outdoor Mall Advertising• Food Truck Outreach• Comic Book Store Outreach• Film Screenings• Event Marketing• Print advertising placements• School Outreach• Utilizing Campus Circle’s

online/print/editorial assets

Street MarketingCampus Circle postered and flyered designated areas of Los Angeles to promotethe 2010 Anime Expo. These areas included: (1) Abbott Kinney Blvd., Venice, (2) Areasof Orange County, (3) Hollywood (4) Koreatown, (5) Larchmont Village, (6) Little Tokyo,(7) Melrose Ave., (8) Pico Blvd. (9) Sawtelle Ave. (10) Silverlake/Los Feliz, (11) ThaiTown, (12) USC Area, (13) Ventura Blvd., (14) West Hollywood, (15) Westwood Village

Outdoor Mall AdvertisingCampus Circle set up a standee outdoor advertising campaign at the Block Mall inOrange County. Seven double-sided 22” x 28” sign standees were displayed at 7 hightrafficked locations throughout the Block.

Outdoor Mall AdvertisingAs a value added component, the Block distributed Anime Expo flyers at its GuestServices desk.

Outdoor Mall AdvertisingAs an additional value added component, the Block included a banner ad for the2010 Anime Expo on its website.

Food Truck OutreachWith the popularity of food trucks in Los Angeles, Campus Circle followed varioustrucks throughout the city for one week to distribute flyers for the Anime Expo. Thedistribution took place in Downtown Los Angeles, Koreatown, Venice, UCLA and SantaMonica.

Comic Book StoresCampus Circle distributed flyers and posters to over 50 comic book store locationsin Los Angeles and Orange Counties to promote the 2010 Anime Expo.

Film Screening - The Karate KidCampus Circle brought the Anime Expo in as a partner for the release of Get Him ToThe Greek and The Karate Kid. The partnership allowed us to do the following: (1) postbanner ads for the Expo on the advance film screening pages. (2) Hand to hand distributeAnime Expo flyers at the screenings.

Film Screening Stats Page• For each screening page, CampusCircle had an accompanyingstats/demos page for the clients tokeep track of who was rsvping to thescreenings.

• For example, the Karate Kidscreening demos include:

• 65% - 18 to 34• 50% - Male• 33% - Hispanic• 22% - Caucasian• 16% - Asian

These stats reconfirmed that we werereaching the right demo for theAnime Expo.

Film Screening - Get Him To The GreekCampus Circle partnered the Anime Expo with Universal Pictures for threescreenings of Get Him To The Greek including the Premiere at The Greek Theatre inL.A.. The other two screenings took place in Burbank and at the Block in Orange County.

Film Screening Stats Page• Total Entries for all 3

screenings: 1,491

• Demos/Stats are asfollows:

• 70% - 18 to 34• 54% - Male• 14% - Asian• 23% - Caucasian• 39% - Hispanic

Event MarketingCampus Circle hand to hand distributed Anime Expo flyers at the 2010 UCLA JazzReggaefest over Memorial Day Weekend . This annual event was the perfect venue toreach students in the Los Angeles DMA.

Print Advertising Placements• Campus Circle placed print

ads in select alternativeand college newspapers inthe Los Angeles DMA.These placementsincluded:

• LA Weekly (to the right)• OC Weekly• The Daily Bruin at UCLA• UC Irvine school paper

• Ad size: 1/4 page

UCLA Bruin Ads - (6/21, 6/28)

OC Weekly and UC Irvine Ads

School OutreachCampus Circle reached out to over 50 schools in the Los Angeles DMA to promotethe 2010 Anime Expo. We targeted art, film and music related schools that would beinterested in the expo. In addition, we reached out to major universities that offeredanimation programs or had anime related clubs on campus. Our objective was to get theschools to let students know about the expo via email, bulletin postings and any otherinformation source that was available to the students.

Campus Circle Outreach - Print• Campus Circle printed

five 1/2 page four colorads in our publication forthe month of June.

• Campus Circle isdistributed to 40 schoolsand 800 retail outlets inthe Los Angeles DMA

• 88% of the readership ofthe publication is 18 to34.

• The value of all the printads was $8,025.00.

Campus Circle - Covers• Campus Circle included strip ads for the Anime Expo on the cover of our

publication for two weeks. The value of the strip ads was $3,300.00.

Campus Circle - Dedicated Email• Campus Circle sent out a

dedicated HTML email topromote the Anime Expo.

• The stats for the email wereas follows:

• Emails sent: 28,970• Opens: 3,533 (12%)• Clicks: 313 (1%)

• Value = $1,310.00

Campus Circle - Anime Expo Trailer• The trailer for 2010 Anime Expo appears on our website. To date, the trailer page has

been viewed 505 times.

Campus Circle - Banner Advertising• Banner advertising for the 2010 Anime Expo appeared on our website,

campuscircle.com. The banner ads ran throughout 95% of the site. Our monthly trafficaverages 515,000 page views and 71,000 unique visitors. The Anime banners had acombined 600,000 impressions and 830 clicks. The value of the banner ads was $7,200.00.

Campus Circle - Newsletter Ads• Banner advertising for the 2010 Anime Expo appeared in our weekly email newsletter

for five weeks. The Campus Circle weekly email newsletter reaches 29,000 members perweek in the greater Los Angeles area. The total value of the banner ads over five weekswas $1,800.00.

Campus Circle - Print Editorial• Print Campaign

• An article for the 2010 Anime Expoappeared in the June 30 issue ofCampus Circle.

• Campus Circle is a weeklyalternative newspaper distributedto 40 schools and over 800 retailoutlets in the greater Los Angelesarea. In its 20th year, CampusCircle covers film, music, eventsand L.A. culture.

• The value of the 1/2 page article is$830.00.

Campus Circle - Online Editorial

• The Anime Expo articlethat appeared in ourpublication alsoappears on ourwebsite.

• Since 6/30, the articlehas been viewed 214times.

• Campus Circle websitetraffic averages:

• 515,000 pageviews/month

• 71,000 uniquevisitors/month

Campus Circle - Calendar Listing

• A listing for the AnimeExpo appeared on ourwebsite in our calendarsection.

• To date, the calendarlisting has been viewed239 times.

• Campus Circle websitetraffic averages:

• 515,000 pageviews/month

• 71,000 uniquevisitors/month

Campus Circle - Social Media• Campus Circle posted

the 2010 Anime Expoarticle that appeared inour paper and online toour Social Media pagesto promote the 4 dayevent.

• The value of the SocialMedia outreach was$1,000.00.

Campus Circle - Event MarketingCampus Circle hand to hand distributed Anime Expo flyers at additional filmscreening events that were appropriate for the expo. These events included the films:Splice, Jonah Hex and The Last Airbender. Here are some pictures from those events.