Your Education Sponsored By… : The College Kid Media Buy

11Jul07

Looking to target college kids with a non-traditional media buy? Here is an idea from an assignment my group and I created for a media planning class at Emerson in which we were asked to create a media plan to promote Bertucci’s among Boston college students.

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Instead of buying billboard space next to a major college or university, buy shirt space on influential students.

How it works:

  • Allocate advertising dollars to providing 5 area influential students from major colleges the chance to have Bertucci’s sponsor their tuition costs for one year.
  • In exchange, the students will be required to wear Bertucci’s branded clothing and gear every class day during the fall and spring semester

Why it works:

  • Will generate significant press opportunities and buzz
  • Will provide a consistent interaction with the brand for college students

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