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Boomerang Media School Advertising
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Transcript of Boomerang Media School Advertising
S C H O O L M E D I A2 0 1 7 C R E D E N T I A L S
Schools
Engaging the elusive young teen audience
Industry Expertise
• Schools core part of our business for over 18 years
• A leading in-school operator, with access to 3,500+ schools [1] Primary schools [2] Secondary schools [3] 6th forms
• Strong commercial ties− Highly respected sister business
that produce school diaries, student-planners, & teacher-planners for the education market
− Our schools welcome & encourage media visibility
Youth Market• An economic powerhouse
− Spending by young people is worth £4.89bn to the British economy*
− The average child spends £6,000+ between the ages of 7 & 15*
− This equates to about £10 a week for 7-to-10 year olds & £15 a week for 11-to-15 year olds*
• School is the centre of a young person’s social world
• The start of independence− Youths are more ‘media aware’
than ever & choose the messages they wish to engage with
* Source: LSE
AdvertisingAttitudes Towards
“It’s nice to be made aware of things in school, where we
can discuss it with our friends.”
Chris, 13
AdvertisingAttitudes Towards
“Quite often, we’re able to go on-line in our lunch-break &
find out more about a film or an artist.”
Chloe, 14
Our Educational EstateA broad, yet targeted offering, covering all age groups
Primary Schools1.2m 4-10 yr olds
2,000 venues
Secondary Schools1.35m 11-16 yr olds
1,000 venues
6th Forms85k 17-18 yr olds
500 venues
Our Media PortfolioMedia formats designed to entertain, engage & stand-out
Boom Box A3 Posters Ambient, Sampling & Teacher Resource
• Postcards engage & actively encourage word-of-mouth
− The most powerful form of recommendation
• Branded dispenser heightens standout & cut-through
• Positioned in the LRC− High traffic area, with repeat visits− Limited clutter
• Teens seek out postcards− 40% of 11-16’s have seen them
in the past month*− Average pick-up rates at 90%+
Boom Box
* Source: TGI
“Postcards are a lot smaller than posters, but you’re more likely to pick up a card & look at it in more detail.”
Vicky, 15
“Postcards are cool, you don’t feel like you are being advertised to in a hard way.”
Gina, 14
“I thought I would let you know of the chaos that the BoomBox
has caused in my LRC!
Students came crowding around & after two days all the cards
have gone.
I have even had negotiations of future ownership of the posters & a Year 10 girl pleaded with me
to give her the empty box!”
Debra GodrichDroylsden Academy
Engagement
“We received the 5 Seconds of Summer pack today & it was very popular in our all girls
Secondary School Library.
I was wondering if it would be possible to have some more packs, as we ran out of
postcards after 45 minutes?”
Melanie JonesBurntwood School
Engagement
• Accompanies the Boom Box− No additional media charge,
just production to cover print
• 2 x A3 posters per school− Located in the LRC− 70% of students visit 3-4 times a
week
• Impactful & memorable− 90% notice-ability*
• Great keep-sake− Students often take them home
after a campaign has finished
A3 Posters
* Source: Disney Research
“You notice the posters, especially when you have free time in the common room - they can be really eye-
catching. “6th Form Focus Group
• Deliver your brand into the hands of your target audience
• Responsible & self-regulated− Panel of schools available as a
‘sounding board’ for ideas
• Available formats include:− Activity sheets, sticker sheets,
sampling, goodie bags, giveaways
• Examples campaigns:− Panini - sticker-album distribution− Revlon Charlie - deodorant
sampling− Sony Music - goodie bags− MySpace - branded give-aways− Paramount Shrek - sticker-sheets
Ambient
Ambient FormatsMedia formats designed to entertain, engage & stand-out
Toys Samples &Activity Sheets
Badges, Wristbands &Chapter Samplers
Goodie Bags & Giveaways
• Deliver a message straight into the hands of the Head Teacher & members of teaching staff
• Teaching resource packs add value to both school life & the taught curriculum
• Our service includes collation & delivery of materials, with an accompanying letter
• A3 staffroom posters are also available as a media format
Teacher Resource
Media EffectivenessCampaign Recall & Response Figures
Diary of a Wimpy Kid
#1 Children’s Chart
Clare Balding#3 Children’s Chart
175,000 toy sample give-aways
Media EffectivenessCampaign Recall & Response Figures
100% pick-up£72m Box Office 90% prompted recall 100,000 album
give-aways
Panini wanted to directly reach children to drive sale of their new Abaton toys. The aim was to encourage children to buy and collect the toys by sending their first Abaton’s as a sample. We distributed
175,000 samples and activity sheets to our school network as well as 10,000 booklets for teachers, to integrate the educational element of
the toys into their classes.
Boomerang distributed 100,000 Panini World Cup sticker books to 650 primary schools across the UK, in the run-up to the Easter holidays. The aim of the initiative was to get the sticker books directly into the hands of 6-10 year old boys (& girls who like
football) before the start of the World Cup.
Global Entertainment utilised our school offering to generate excitement about & pre-promote The Vamps forthcoming tour.
Active in schools in proximity to tour cities, the postcard & A3 poster featured a 25% off ticket-price mechanic.
To promote their new film, Two by Two, eOne wanted to reach 5-10 year old children. Boomerang distributed activity sheets to primary schools across the UK to engage children and act as a take home
reminder or the film and it’s release date.
Egmont Publishing asked us to distribute 100,000 activity sheets across 500 primary & junior schools. Promoting their
new ‘Star Wars - Feel The Force’ magazine, the activity sheet went down a storm with plenty of Star Wars activities for kids
to complete!
To promote Geek Girl - All That Glitters, we distributed 75,000 postcards across 400 schools. The postcards featured ‘pop out’ red glitter glasses, making them fun, interactive and engaging.
The cards encouraged students to share their photos on social media and also featured a link to an extract from the
book.
Bloomsbury needed to reach 6-10 year-olds for the release of Witch Switch - the second campaign with Boomerang to support the Witch Wars series. We distributed activity sheets nationally, featuring a competition to win books for the school. Wristbands were also given out to pupils, creating word of mouth & buzz.
Bloomsbury wanted to promote Witch Wars, amongst 7-9 year old girls. We distributed activity sheets, featuring a competition to win an ipod and copies of the book, across 100 primary schools in the UK. Feedback from the Schools was incredibly positive and they
received over 100 competition entries.
The Diary of a Wimpy Kid books are a very popular book series by Jeff Kinney. Ahead of the film release next year, Penguin wanted to promote the
latest instalment of the series, ‘Double Down’, and get the book directly into the hands of their 9-11 year old target audience. We distributed
15,000 leaflets across 200 schools, which featured a sample of the book to encourage the children to purchase the full copy.
“Thanks very much for the free chapter samplers and posters, they’re great especially as it’s World Book Day next week!”
Ron Naylor Headteacher
Forefield Junior School
“Thanks very much for sending these samplers. We are trying very hard to raise the profile of reading in our school and they have really helped to get children interested!”
Keeley WilsonDame Janet Primary Academy
The University of Gloucestershire wanted to promote their courses in sixth forms, where students will be looking at further education
options. We distributed A3 posters across 37 venues within 50 miles of the university, communicating with a relevant target audience and advertising various different courses to encourage the students to
apply.