The Princeton Review - Teen
Case Study: Hunting, Stalking, & Capturing the Wild Teen
Client: The Princeton Review - Teen Marketing
Media Used: Print, radio, Internet, grass roots
Objective:
Increase SAT Test Prep prospects leading up to back-to-school. Use existing traditional media plan to gather acquisitions - build the internal prospect database.
The Challenge:
As we approached a peak enrollment period for SAT test prep, The Princeton Review wanted to build an internal prospect database of teens with little incremental out-of-pocket.
The Solution:
Taking the key objective into account, we looked for ways to extend the value of their existing media assets (in this case Seventeen Magazine) with value-added promotions. The strategy was lynch pinned with a contests promoted both in column ads in the publication as well as online, where consumers (our Wild Teens) could go and register to win a free test prep course along with tickets to the Seventeen Summer Splash. Additionally, we worked with local radio stations to extend the promotion to summer events attracting teens. The Princeton Review became a sponsor of the Summer Splash tour, a traveling event of music and activities attracting thousands of teens.
The Results:
By giving away “soft goods” that had no direct cost outlay, this promotion increased both the success and measurability of their campaign. Over 19,000 entered the sweepstakes providing TPR 19,000+ new student leads. The additional exposure at Summer Splash helped to continue to raise brand awareness.