Virginia Tech Education Abroad Marketing Proposal

Prepared by Virginia Tech Office of Education Abroad

Proposed June 2013 Revised October 2013 Blacksburg, VA

Table of Contents
Position Statement ............................................................................................................ 3 Goals and Objectives ........................................................................................................ 4
Goals............................................................................................................................................4 Objectives ...................................................................................................................................4

Market Analysis ................................................................................................................. 5

Research .....................................................................................................................................5 Academic Year 2011-2012 Figures .................................................Error! Bookmark not defined. Theme, Tone, Audience .............................................................................................................6

Message(s) ......................................................................................................................... 7
Messages ....................................................................................................................................7 Call to Action ..............................................................................................................................7

Marketing Strategy ............................................................................................................ 8

7Ps of University Marketing Mix...............................................................................................8 Strategies and Tactics ...............................................................................................................8

Campaign Evaluation...................................................................................................... 10 APPENDIX: ....................................................................................................................... 11

Events ........................................................................................................................................11 Item Purchase Requests .........................................................................................................12

VT Education Abroad Marketing Proposal 2013

Position Statement
When students of all backgrounds and disciplines explore, learn, and engage with other cultures, they begin to challenge their assumptions, broaden their perspectives, and understand what it means to become responsible citizens of their nation and of the world. The VTEA mission statement: Education Abroad at Virginia Tech challenges students to engage with the world by providing study abroad opportunities that are academically, culturally, and personally enriching. Each year, VTEA:

The primary goal for VTEA is to encourage and support student efforts to study abroad. Providing opportunities to learn beyond the Blacksburg campus enriches the overall student experience and subsequently strengthens the universitys international presence. To support the offices goal(s), the following marketing plan was prepared. Much like selling a product to consumers, VTEA must also persuade its key audiences to buy into a study abroad experience. Therefore, VTEA marketing initiatives are vitally important. In conjunction with a comprehensive communications strategy, this cursory proposal offers a number of options for supporting the overall marketing and promotion efforts of the office.

Helps 1,200 VT students study abroad Administers over $120,000 in scholarships and assists in coordinating release of Financial Aid for overseas study Supports 50+ VT faculty-led programs Supports VT study centers in Switzerland and the Dominican Republic Maintains academic exchange partnerships with 80 universities in 32 countries Coordinates 100+ additional tuition exchanges through ISEP Advises students on academic, service learning, and internship opportunities through a wide range of non-VT providers.

VT Education Abroad Marketing Proposal 2013

Goals and Objectives

Goals 1. Position and market Virginia Tech as a leader in education abroad 2. Identify and broaden potential target markets for Education Abroad 3. Establish awareness and presence for the Education Abroad office and its services 4. Increase interest and subsequently the number of study abroad participants (students and program leaders) each year 5. Encourage participation in alternative, non-traditional experiences* 6. Attract faculty/staff members to leading innovative study abroad programs 7. Become a valued campus resource 8. Produce effective communication and marketing campaigns that are tested annually for positive ROI.

Objectives 1. Increase percentage of graduating seniors with international education experience from 21% (2011-12) to 31% by 2017-18* 2. Inform students of benefits to studying abroad, academic and professional 3. Increase visibility/presence on campus 4. Increase visibility/presence in downtown Blacksburg 5. Market international options including university-wide international option and freshman global seminars* 6. Generate increased traffic to VTEA website 7. Increase attendance at VTEA events 8. Expand reach of VTEA social media outlets 9. Engage university partners in relevant cooperative marketing initiatives that strengthen the Virginia Tech brand
*Recommendation proposed by the Task Force on Education Abroad; pending approval.

VT Education Abroad Marketing Proposal 2013

Market Analysis
Research To best serve its key audiences, VTEA must keep informed of environmental factors and conditions that affect study abroad participation including motivations and barriers. We currently lack research pinpointing what factors influence Virginia Tech students specifically (a future survey could be conducted). To aid the marketing strategy, the table below, adapted from a recent study (Kavakas, American College of Thessaloniki, 2013), offers insight into motivations.
Motivations for studying abroad Exploring Students from certain ethnic cultural groups have the motivation of heritage exploring the culture of their ancestors by spending certain time studying in their native environment. Experience of The experience of living in living abroad another country by itself is a strong motivator. Willingness to Young people often have a travel strong drive to travel and see different cultures/people. This is a strong motivation that can lead students to choose to study abroad. Better academic offerings A major pull factor is a reputation of academic quality. Combine with a few other motivations; this can be a major motive. The ultimate goal of university studies is a good job and therefore, prospects for professional development are a major motivation. See the IES Career Impact Survey: http://www.iesabroad.org/studyabroad/why/career-benefits

Additionally, research about the marketing efforts of peer institutions would also prove beneficial. Such information could inform the VTEA communications and marketing strategy. Academic Year 2012-2013

TOP 10 PRIMARY MAJORS ABROAD International Studies Architecture Biological Sciences Finance Marketing Management Hospitality & Tourism Management Accounting & Information Systems Communication Business Information Tech Chemical Engineering Mechanical Engineering Industrial & Systems Engineering 69 66 53 51 46 42 41 41 34 34 34 34

Professional career boost

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BY RACE/ETHNICITY American Indian/Alaska Native Asian/Pacific Islander Black Caucasian Hispanic Unknown Not Reported 0% 6% 2% 66% 3% 8% 15%

Key target audience(s): Theme, Tone, Audience Theme: Redefine your classroom. The theme suggests the concept of learning beyond the confines of a traditional classroom. Learning can occur in a variety of settings. Students have opportunities for innovation and discovery not only in Blacksburg, but globally. Taglines: Paint the world maroon and orange. Explore, discover, connect, and share. Primary 1. Students: undergraduate and graduate students: (university student enrollment profile: http://www.vt.edu/about/factbook/ student-overview.html) a. Underrepresented populations 2. Parents: vital decision makers 3. Faculty/staff: those currently leading programs and others who may be interested Secondary 1. Colleges and departments: a. Academic influencers: undergraduate/graduate program directors, academic advisors b. Other university services and offices 2. Partners a. Exchange partners b. Third-party providers 3. Greater university community 4. Benchmark and other institutions 5. Alumni:

Tone: Informative and persuasive. The tone should encourage students to consider the possibility of studying abroad. In the same regard, the tone used should elicit excitement and value for students and other secondary audiences.

VT Education Abroad Marketing Proposal 2013

a. Past study abroad participants b. Those with continued ties to current students

developing and setting up study abroad opportunities; a valuable and useful resource. Call to Action Schedule appointment with peer advisors/Education Abroad staff Drive traffic to the VT Education Abroad website Apply for study abroad program(s) Schedule a meeting with Education Abroad to discuss program development (faculty/staff) Join the VT Education Abroad Facebook page, Twitter, and other social media for more information

Message(s)
Messages Key message(s): Primary 1. Education Abroad offers programs in over 200 programs in over 60 countries. 2. Experience abroad adds value to the overall student experience. 3. Education abroad can be affordable. 4. Education abroad can be incorporated into any major/academic plan. 5. With proper planning, studying abroad will not delay graduation. 6. Foreign language proficiency is not a pre-requisite to study abroad. There are programs all over the world, in all majors, in English. Secondary 1. Once a Hokie, always a Hokie, no matter where you are: You still have access to Virginia Tech resources while abroad. 2. Global experience provides students with a competitive advantage in the job market. 3. Education Abroad will work with faculty/program leaders in

VT Education Abroad Marketing Proposal 2013

Marketing Strategy
7Ps of University Marketing Mix*
Program Price Programs that would appeal to the targeted segment of the market. Price is always an important consideration but not the only one, since it is associated with financial aid options as well as employability rates and salary levels upon graduation. The location of the campus, the facilities offered, quality of accommodation, academic infrastructure, these are all premium to the program itself and add to the student decision. Awareness is important as there are extremely many choices for students to do when decide where to study. Professors teaching the program are an important marketing asset since their academic activity gets them involved with publishing, consulting and generally creating a reputation for their academic quality. However, other administrative and supporting staff is also important since people in the admissions, student services and other relevant departments will come in contact with students creating a perception about the school, positive or negative. Prospectuses, brochures and other informational material are unique to educational institutions and are important since University education is a high involvement sector. Students need to be fully informed on details before they decide where to study. Universities are often assessed for their qualities in different areas by rankings and other evaluation bodies, such as accreditation or validation.

Place

Promotion

People

Packaging

Positioning

*Adapted from Kavakas, 2013: The combination of marketing activities used to best meet the needs of a target audience

Strategies and tactics Distribute information booklets/brochures to on campus offices, bulletin boards, and general spaces Place table card reservations at dining halls Hold regular Squires information booths Hold information tables on the Drillfield Arrange regular Squires display cases throughout the academic year Place promotional slides in McComas Hall and Johnston Student Center Hold information sessions/on-site advising at residential halls Provide student organizations with information on education abroad; peer advisor presentations Offer presentations to large lecture classes with relevance to international topics including World Regions, Business, etc. Design promotional materials addressing common barriers to study abroad Manage active social media profiles: o Facebook: vt.abroad o Twitter: HokiesAbroad o Instagram: vtabroad o Pinterest: vtabroad o Wordpress blog: in progress Place advertisements o Collegiate Times o VTTV o Blacksburg Transit o BreakZone o The Lyric Offer promotional giveaways at events: o Levels of giveaway:

VT Education Abroad Marketing Proposal 2013

Low: pencils/pens, magnets, luggage tags, cups Medium/High: t-shirts, earphones, bags, photo/postcard books Coordinate with local businesses: flyer postings, event sponsorships Reach out to Town of Blacksburg for promoting events like the Spring Photo Contest or Fall Video Contest Post on local online calendars Advertise opportunities on external resources such as study abroad search engines (i.e. studyabroad.com, goabroad.com)

Marketing and communications initiatives would further benefit from aligning with the Virginia Tech Brand promise Quality, Innovation, and Results, as well as the university brand drivers: Nationally and internationally recognized faculty experts Groundbreaking research and eminent scholarship Challenging academic standards Technological leadership Service to community and society

The VTEA marketing strategy will be affected by a possible name change or rebranding. It may be in our interest, to consult the branding department within University Relations regarding integration of the universitys brand principles to VTEA strategic planning, communications, creative deliverables, events, and other initiatives. Additionally, as more focus is placed on adhering to the university branding guidelines (Policy 12000, Usage of the University Name, revised June 26, 2008), it may become necessary for VTEA to revisit the use of logos and other promotional efforts.

VT Education Abroad Marketing Proposal 2013

Campaign Evaluation
Evaluate strategies and tactics o What went well? What could have been better? Evaluate ROI o Have the number of students participating in study abroad programs increased since campaigns start? o How have the promotional giveaways been received? Increased activity on social media outlets? o Have the number of likes, followers, and/or interaction increased? Increased visits to the Education Abroad website? Increased inquiries via VTEA email, phone, etc.? Has there been an increase in students requesting appointments? Has attendance at VTEA events increased?

Additional follow-up research (surveys) may be needed to evaluate campaigns effectiveness.

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APPENDIX:
Events Fall semester Fall Fair on the Drillfield: Students are invited to visit and learn more about study abroad opportunities at the EA tent on the Drillfield Family Weekend: families from all over the Hokie nation gather to celebrate the spirit of Virginia Tech Gobblerfest: annual festival on the Drillfield designed to engage students in campus activities and connect with the Blacksburg community Squires information booth: peer advisors offer information about Education Abroad and distribute promotional materials to students at Squires Student Center Drillfield information table Freshman/Transfer Open House Pre-Departure Orientation: information presented to all outbound students (non-facultyled programs) *Education Abroad Month *Video Contest *Drillfield information table * Career Services event *Library event

Drillfield information table Pre-Departure Orientation Program Leader Training Spring Expo: designed to help students learn more about study abroad programs. A few hundred students are expected to attend each year International Street Fair/International Week events: College Avenue is transformed into an international marketplace featuring organizations and vendors Family Weekend Freshman Hokie Focus: designed to help newly admitted students and their families decide on a college. The Information Fair is staffed by campus offices and student organizations and allows families to ask questions and talk with the wider campus community. Generally 1,5002,000 people attend each day of Hokie Focus. Photo Contest Exhibit: gallery/reception celebrating photos from student and faculty/staff experiences abroad

Summer New student/transfer Orientation Squires information booth Drillfield information table

*Possible events being considered Spring semester Squires information booth

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VT Education Abroad Marketing Proposal 2013

Item Purchase Requests Category QTY Item

Printed promotional/ marketing collateral Informati on booklet

Justification/Purpose for Use

The current VTEA brochure, while sufficient for providing general information, lacks details and Virginia Tech branding identifiers. A new brochure(s) or booklet(s) would offer more detailed and relevant information. Printing a new redesigned brochure(s) or booklet(s) would help organize detailed information for our target audiences. A possible option would be produce multiple mini brochures catering to particular audiences: prospective students/parents, bilateral exchanges, pre-departure for students, and faculty/staff. Having these promotional materials also helps establish and legitimize the office.

Sample/Estimated Price (other vendors available)

Contact University Relations for booklet production rates. Virginia Tech Traditions booklet

Priority Level
High

http://www.unirel.vt.edu/publications/current_pubs/tech _traditions.pdf

The Arts at Virginia Tech information booklet

http://www.unirel.vt.edu/publications/current_pubs/arts_ brochure.pdf

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Photo contest paperbac k book The annual VTEA Photo Contest gives students and faculty/staff the opportunity to share their study abroad experiences with others. Many wonderful photos are submitted each year. In this book, all entries from the 2013 Photo Contest are included as well as photos from the exhibit gallery/reception. Many of the colleges are represented in the book. Publishing a softcover version of the book to gift to various groups including the deans of each college and other university administrators, as well as our global partners, would be a great way to showcase Education Abroad at Virginia Tech. 1-3 Custom window decals In an effort to identify the location of the VTEA office and create interest, custom window decals could be created. Window decal mockup below: Paperback book of the 2013 Photo Contest Winners and submissions: Price- approximately $40 per book Medium

http://www.lulu.com/shop/vt-education-abroad/vteducation-abroad-photo-contest2013/paperback/product-21036004.html

Custom window decals: varying sizes; Prices starting at $20

Medium

www.buildasign.com

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Internatio nal postcard collection An alternative to the softcover photo contest book. University Relations has produced postcard books of the Images of Virginia Tech. A similar book filled with photos of study abroad participants and locations would be another possible promotional material. http://www.unirel.vt.edu/publications/current_pubs/vt_p ostcard_book.pdf 1 Technology equipment and accessories Digital photo camera Currently, Education Abroad checks out a camera from Innovation Space on campus. It would be useful to have easy access to a camera with the capability to take highresolution photos of events, office happenings, etc. Recommendations from Michael Kiernan, University Relations Photography Manager Option 1: Nikon COOLPIX P520 Digital Camera (Black): Price- $446.95 (as of 6/3/13) High Postcard booklet: contact University Relations for design and production rates

Low

Option 2: Nikon D3100 DSLR with NIKKOR 18-55mm and 55-200mm DX : Price- $716.95 (as of 6/3/13)

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http://www.bhphotovideo.com/c/product/964756REG/nikon_13284_d3100_slr_camera_with.html Optional accessories for Option 2: Nikon SB-700 Speedlight Shoe Mount Flash: Price$326.95 (as of 6/3/13)

http://www.bhphotovideo.com/c/product/734997USA/Nikon_4808_SB_700_Speedlight_Shoe_Mount.ht ml

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1 TV wall monitor display When students walk into the building for the first time, they often have difficulty in finding the Education Abroad office. Digital signage, placed in the OIRED lobby (replacing the bulletin board) will help grab visitors attention. Rotating images can been used to promote office events, featured programs, student experiences, etc. Option 1: LGEZ42TV2 Commercial TV Measures 42" Diagonally: Price - $780.34 (as of 6/3/13) High

http://www.displays2go.com/Product.aspx?ID=19379 Option 2: Samsung UX Series 40" LCD Display: Price$1,344.00 (as of 6/3/13).

http://www.samsung.com/us/business/commercialdisplay-solutions/LH40GWPLBC/ZA Option 3: TS Series 40" Interactive LCD Display: Price$2,396.00

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http://www.samsung.com/us/business/commercialdisplay-solutions/LH40CRPMBC/ZA 1 Video camera (including micropho ne/ lighting) Along with visuals/photos, video also adds to the sharing of study abroad experiences. While video cameras can be checked-out from Innovation Space, there is limited supply and high demand. Furthermore, the checkout period is only 3 days. Purchasing a video camera would be useful in providing multimedia to promote study abroad. Highlighting students experiences through their voices would be a significant benefit. Option1: Canon Vixia HF R400 Black: Price-$300 Medium

http://www.usa.canon.com/cusa/consumer/products/ca mcorders/consumer_camcorders/vixia_hf_r400 Option 2: Canon Vixia HV40: Price-$600

http://www.usa.canon.com/cusa/consumer/products/ca mcorders/consumer_camcorders/vixia_hv40

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1 Tabletop TV/comp uter display monitor Alternativ e option: iPad with stand Much like the TV wall monitor, a tabletop display monitor can be used to feature office events, featured programs, student experiences, etc. A portable monitor can be used during events including the Spring Expo, Squires info booths, etc. to generate interest in study abroad. Option 1: H Series 32 HDTV Direct Lit LED Display: Price- $584.00 Medium

http://www.samsung.com/us/business/commercialdisplay-solutions/LH32HDBPLGA/ZA 2 iPads and stands The portability of tablets would be useful to the office for multiple reasons: 1) While peer advisors hold advising meetings with prospective study abroad students, iPads will allow for quick searches for programs and access to the Studio Abroad database. 2) When students come in for advising, he/she can check-in, complete an information sheet, and create a profile on Studio Abroad. Peer advisors can receive the information sheet electronically and cater information specific to that student. 3) iPads can also be used during events to solicit listserv sign-up. Currently, listserv sign-up is done on paper. Eliminating the paper sign-up via tablets would make the process more efficient. Option 1: Desktop iPad Stand with Secure Lock and Sleek Silver Finish: Price- $58.15 (as of 6/3/13) Medium

http://www.displays2go.com/Product.aspx?ID=20339 Option 2: iPad Holders are Made of Clear Acrylic for Countertop Use: Price- $95.56 (Price as of 6/3/13)

http://www.displays2go.com/Product.aspx?ID=20295

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1 Alternativ e: iPad kiosk/ floor stand An iPad kiosk/ floor stand could be used at events for listserv sign-up and/or program searches by interested participants. iPad kiosk/floor stand: Price- $118.30 (as of 6/8/13) Low

http://www.displays2go.com/Product.aspx?ID=21146 Signage and branding 1-2 Tradition al banner(s) An updated outdoor vinyl banner(s) can be displayed at buildings on campus to promote the office/services. Price- Request quote from vendor pending High

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1-2 Retracta ble banners The retractable banner we currently have at the office has been great during events/outreach efforts as an effective attention grabber. An extra banner, of the same size or smaller, would be useful to have at our disposal. Show Banners for Custom Graphics with Adhesive Connection: Price- $203.03 (as of 6/8/13) High

http://www.displays2go.com/Product.aspx?ID=20893 1-2 Table covers Our personalized table covers have been useful during events throughout the year. While we currently have two table covers, each include the OIRED identifier, and one has an outdated office address. Option 1: Closed Back (4-Sided) Trade Show Table Drape: Signature Color Imprint: Price- Reg: $289.00 Sale: $218.00 (as of 6/4/13) High

http://estore.tradeshow-stuff.com/4-sided-Trade-ShowTable-Cover-p/4s-multi.htm 1-2 Table runner Table runners can be used on various table sizes and are lightweight, for use during outreach efforts including Squires information booths and Drillfield tables. Option 1: 24" wide; Premium Dye-sublimation Fabric Trade Show Table Runners: Price- Reg: $139.00 Sale: $88.00 Medium

http://estore.tradeshow-stuff.com/24-Trade-ShowTable-Runner-p/or-run24u.htm

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6 or 18 Display easels The easels can be used to display photo contest finalists. After the 2013 photo contest, the winning photos were displayed nd in the 2 floor Squires Atrium. Display easels were rented from Event Planning. Studio easels with black finish: 6 easels (winners only) or 18 easels (all finalists): $18.90 Medium

http://www.displays2go.com/Product.aspx?ID=13908

If we have our own easels, we save the rental costs each year and also have the option of displaying photos at other locations and events on campus. 20 Staff shirts At every event, peer advisors wear collared EA shirts to identify themselves as members of the staff. Dri-Fit collared shirts: Request quote from High Peak in downtown Blacksburg. Medium

With a new group of peer advisors joining the office each year, a new supply of shirts is needed.

http://www.companycasuals.com/highpeak/b.jsp?id=65 34050&parentId=

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1-2 A-frames These A-frame sandwich boards could be placed around campus to advertise EA events/services. Portable A-frame sign, water resistant, non-glare PVC plastic lens: Price- $$97.55 (as of 6/8/13) Medium

http://www.displays2go.com/Product.aspx?ID=5417 10-15 Lawn signs stands To promote events like the Spring Expo and the Fall Fair, lawn signs are placed around campus. While we have a number of lawn signs and stands available, some are in need of updating or replacing. Lawn sign stands: Price- $3.00 at Staples; request quote from VT Sign Shop Medium

http://www.staples.com/sbd/content/copyandprint/lawnsign-stands.html#

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1 brochure holder attained from Surplus 1-2 needed Literature Holders Currently, program brochures are kept in plastic see-through wall-mounted brochure holders. The holders are in decent condition; however, the office lacks available wall space to mount and display all program brochures. Option 1: Wood Magazine Rack - Light Oak: Price$391.38 (as of 6/5/13) Medium

http://www.displays2go.com/Product.aspx?ID=73 Option 2: Slatwall Display Kiosk 3 Sided HardRock Maple: Price- $$562.64 (as of 6/5/13

Standing/rotating literature holders would allow us to present program information in a more presentable manner and would also accommodate additional promotional materials.

http://www.displays2go.com/product.asp?ID=4415 Accessories: Slat wall 5 pocket brochure rack: Price- $30.87 each for 1-3

http://www.displays2go.com/Product.aspx?ID=261

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1 Prize wheel or Plinko stand Having games during information booths/tables and events can provide a fun and engaging way to attract students and others. Prizes can be EA promotional materials like t-shirts, luggage tags, and etc. Option 1: Game wheels 18-slot floorstanding/table top: Price $306/73 (as of 6/8/13); alternative desktop option - $142.89 Low

http://www.displays2go.com/Product.aspx?ID=8158 Option 2: Plinko: Price- $178.77 (as of 6/8/13)

http://www.displays2go.com/Product.aspx?ID=15254 Promotional/ Giveaways: includes variety of options; suggest 1-2 giveaway types 100 ordered in Summer 2013 Custom USB flash drives Customized USB flash drives could be used to distribute information at PreDeparture Orientations for both students and faculty program leaders. Providing information packets on flash drives would not only save the office time, but also printing costs. Option 1: Customusb.com: -Odin 2GB (Quantity 250) $7.68 each; Logo Printing or Engraving: Included High

http://www.customusb.com/products-flashdriveodin.html

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Option 2: Luggage Tag 2GB (Quantity 250) - $7.38 each; Logo Printing or Engraving: Included

http://www.customusb.com/products-flashdriveluggagetag.html Option 3: Vistaprint.com: Price- $6.25 for order of 240 (as of 6/5/13)

http://www.vistaprint.com/usb-flashdrives.aspx?txi=16220&xnid=TopNav_USB+Flash+Driv es+(linked+item)_Promotional+Products_Marketing+Pr oducts&xnav=TopNav 500 Custom pens/pen cils Many of the study abroad third parties and partners have promotional pens and pencils (many are used at the EA office). Having personalized VTEA pens and pencils of our own would be a simple and easy giveaway. Custom pens and/or pencils: Price- 14 for 1,000 (as of 6/8/13) Medium

http://www.4imprint.com/search/pen/product/8549C/Value-Stick-Pen-Colors

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http://www.4imprint.com/tag/3163/Custom-ImprintedPencils/product/318/Budgeteer-Pencil Bound Journal A journal/notebook would be a popular giveaway that encourages students/faculty/staff to keep information from their trips. Option 1: Budget Bound Journal - 5 x 3: Price- $1.19 to $2.15 Medium/ Low

http://edu.4imprint.com/search/journal/product/11618753/Budget-Bound-Journal-5-x-3 Option 2: Mini Pocket Buddy Notebook:: Price- $1.27 each for 500 (as of 6/7/13)

http://edu.4imprint.com/search/journal/product/8596J/Mini-Pocket-Buddy-Notebook

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2000 ordered in Sept. 2013 Ear plugs/Ear buds Ear plugs or ear buds (particularly ear buds) would be a popular giveaway amongst students, parents, and faculty/staff. Its an uncommon and useful promotional item. Option 1: Ear Plugs in Case: Price 79 each for 500 (as of 6/7/13) Medium/ Low

http://edu.4imprint.com/search/ear/product/118360/EarPlugs-in-Case Option 2: Ear Buds w/Interchangeable Covers Colors: Price- $1.79 each for 200 (as of 6/7/13)

http://edu.4imprint.com/search/ear/product/106759C/Ear-Buds-wInterchangeable-Covers-Colors Continuing with the theme of relevant and useful items, a passport/document wallet would Option 1: Frequent Flyer Passport Wallet: Price- $1.65 each for 250 (as of 6/7/13) Medium/ Low

http://edu.4imprint.com/search/frequentflyer/product/117474/Frequent-Flyer-Passport-Wallet

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Option 2: Frequent Flyer Document Wallet: Price$2.12 each for 300 (as of 6/7/13)

http://edu.4imprint.com/search/frequentflyer/product/117475/Frequent-Flyer-Document-Wallet Stadium cups Another giveaway option: cups are a common and popular giveaway. Option 1: Value Stadium Cup- 12 oz. : Price- $0.49 each for 500 (as of 6/7/13) Medium/ Low

http://edu.4imprint.com/product/85026-S/Stadium-Cup16-oz.-Smooth Reusable bags Another giveaway option. Reusable bags have multiple uses amongst students, parents, and faculty/staff. Vertical or flat tote : Price- 69 to $1.19 (as of 6/7/13) Low

http://edu.4imprint.com/search/flattotes/product/116458/Vertical-Flat-Tote

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Event/outreach initiatives 1 HokieBir d at Fall Fair Reserving a HokieBird appearance at the Fall Fair would attract more attention and hence increased attendees. Appearance fee: $50/hour for departments and offices; contact VT Athletics/Foundation. Medium

Paid placements

Ad placeme nt(s) in the Collegiat e Times

Placements in the Collegiate Times are key to reaching students. Aside from the Fall Fair and Spring Expo, general study abroad placements could also have an impact.

Print version: Contact the Collegiate Times

High

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Online:

http://solutions.collegemedia.com/ 1 Ad placeme nt(s) on VTTV VTTV is the on campus television channel run by students. Every dorm on campus has access to VTTV, which could be useful in reaching the underclassman population. Options: Contact VTTV Advertising on scroll: shown during off-air time slots. Advertising on shows: mentioned in a show every time it airs, either on the station or online. http://www.vttv33.com/advertise/ 1 Ad placeme nt with BreakZo ne Ad placeme nt at The Lyric Theatre The BreakZone recreational center is located in Squires Student Center and could provide another option for advertising to students on campus. Contact: BreakZone Ads can be placed on the bowling alley screens at BreakZone where students frequent on campus. Medium/ Low Medium

The Lyric is a popular location for both students and the Blacksburg community. Advertising major EA events at The Lyric would be a potential promotional option.

Contact The Lyric Preview screen advertisement: Two digital ads displayed during the 30 minute slideshow before each nightly and weekend movie screening: Price- $$175 per quarter http://www.thelyric.com/advertising/

Medium/ Low

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Blacksbu rg Transit placeme nts An effective way to reach the on-campus population is advertising on Blacksburg Transit buses. A large number of students and faculty/staff take utilize the BT daily, so exposure for VTEA would be tremendous. Contact the Blacksburg Transit for more information. Interior placement options: Month-to-Month - 45 bus cards covering all buses routes- Price- $400.00 per month, $4,000.00 per year. Medium/ Low

http://www.blacksburg.gov/Index.aspx?page=995 Exterior placement options:

MONTH TO MONTH OFF PEAK Rear Curbside/Queen Driveside/King Queen Kong King Kong Full Bus Wrap $105 $105 $105 n/a n/a n/a PEAK $210 $210 $230 $450 $600 n/a ONE YEAR $2,100 $2,100 $2,300 $4,500 $6,000 $8,500

http://www.blacksburg.gov/Index.aspx?page=996

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