Case Study:Client: MeijerMeijer

The NAM Case Studies PowerPoint is dedicated to past client program and the results the promotions generated.

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Case Study:Client: MejerMejerBusiness Objective:The business objective of this campaign was to raise student awareness and create “Buzz” on selected college campuses to correlate with the Meijer “Back to School”activities. Each college promotion was executed in a time sensitive manner to coincide with each Meijer location’s “Back to School” event. STRATEGY:•The strategy of this marketing campaign was to place media via campus postering, door hangers and on-campus student sampling which consisted of “one to one”hand outs. MARKETS:•National Diverse Cross Sections of Colleges & Universities – 56 Campuses

Case Study:Client: MejerMejerTIMING:•August 19, 2008-September 25, 2008MESSAGE:•“Meijer Welcome Back Bash”PROGRAM ELEMENTS:- Campus postering Distribution (1:250 poster to student ratio) – 17 client selected campuses; 1,652 Total Posters.- Dorm Door Hanger Distribution – Door Hanger quantities ranged from 800 1,700 per campus.- Sampling – “One to One” Interaction; 12,000 flyers (17 schools)

Case Study:Client: MeijerMeijerIMPORTANT LINKS:• www.meijer.comNAM SERVICE PROTOCOLS:•Identified School Criteria With Client•Assigned School Availability & Program Selections client Designed/NAM Approved/ NAM Printed Meijer posters and door hangers.•Shipped Materials To NAM Warehouse For Processing/Sorting/Shipping To Agents Per Assigned Detailed Scheduling•Utilized 6 Professional AGENTS & 42 Student Ambassadors For On Campus Distributions as well as On-Campus EXCLUSIVE Networks •Wave Photo Tracking Verification –CLIENT RESULTS!!!

Exposure Analaysis:

5,863,643Total gross impressions per campaign8.7

Average number of gross Impressions Per VISIT Per Poster

673,982Total number of visits per run dates x17Number of colleges

39,646Total number of students per 60 sponsorship days

x 43Number of days in sponsorship (maximum)922Average number of students

Program Results:Three pronged distribution effort was completed in accordance with campaign schedule. Based on client feedback, responses varied per campus.College Marketing Services:Campus PosteringDorm Door HangersCampus Sampling – “One to One”DistributionThe Schools:Purdue UniversityBowling Green State UniversityIllinois State UniversityUniversity of DaytonUniversity of KentuckyFerris State UniversityGrand Valley StateMichigan State University

The Schools:University of IllinoisCentral MichiganUniversity of Notre DameSaginaw Valley State UniversityWestern Michigan UniversityUniversity of MichiganWright State UniversityEastern Michigan UniversityOhio State University

Challenges- Due to the early dates of this campaign, one of the main challenges facing NAM was to attain approvals from the selected campuses and contract with the appropriate student groups on campus for the early dates of this campaign. The typical protocol for obtaining approvals usually takes place 2-3 weeks after the student groups on campus have themselves situated. Since the drop dates of this campaign in cases predated official on campus dates, we did not have the luxury to lay out the student group contracts before the campaign commencement – in light of the repeated attempts we extended to do so.

Challenges- Also given the early dates of this campaign, the door hanger aspect presented some limited normal challenges as well. Several of the drop dates for the door hangers were scheduled to take place the same day when the dorms opened for the year. This is not usually the most optimal time for door hanger placements but given the time sensitive nature of the overall program, we had to act as soon as we could with the distributions which end all resulted in an effective campaign.

Outside –Poster

Wall Based – Poster

Wall Based –Poster Wall Based –Poster

Wall Based –Poster Cork Board Poster Media

Poster Distribution Poster Distribution

Poster Distribution