The Princeton Review
Case Study: College RV Tour (Who doesn’t love a road trip?)
Client: The Princeton Review
Media Used: Radio, out-of-home, Internet, grass-roots
Objective:
In tandem with the ‘mass reach’ media campaign currently running, develop a more ‘personalized’ extension into the college community. This extension to the campaign should both increase awareness and generate leads for The Princeton Review on select college campuses.
The Challenge:
Draw students in and engage them long enough to have them provide personal information. Garner QUALIFIED leads for potential new test prep customers.
The Solution:
The key to maximizing the effectiveness of local market promotions is to involve The Princeton Review’s local testing center representatives. We branded an entire rock and roll tour bus by wrapping it in Princeton Review colors, filled it with a staff and visited over 40 college campuses throughout five ‘priority’ markets. Local office Princeton Review representatives were able to interact, one-on-one, with prospective customers. We supported the RV Tour with a multi-media advertising campaign. In conjunction with on-campus poster and print ads, we also ran an aggressive schedule of radio and outdoor ads. This ‘mass reach’ schedule not only provided The Princeton Review an overall branding effect, but it also generated a heightened level of awareness when the Tour Bus was scheduled to visit specific college campuses.
The Results:
In just over one month, The Princeton Review collected nearly 10,000 QUALIFIED leads for prospective customers. Additionally, post campaign awareness studies indicated increased brand awareness over pre-campaign studies.