Campaign for Cravendale! 'Fresher for Longer'

Over the next few months I will be working on a new campaign for Cravendale! I'm so excited to be given this opportunity as the campaign is being run by a brilliant leading marketing agency Campus Group.

Campus Group specialises in targeting 16-24 year old students in full time education, and have the ability to reach out to 3.2 million students at universities, further and higher education colleges. Campus Group specialise in reaching this niche market through music venues, festivals and other events all over the UK while also having experience on an international scale.  

So, as you can imagine, when I got the email informing me I have been appointed the 'Student Brand Manager' for Solent university on this campaign I was a happy girl!

Campus Group employ SBM's to use their inside knowledge and access within their allocated universities to implement the campaign concept on campus. In 08-09 they employed over 400 SBM's to work on behalf of 38 brands at 64 different universities!

Along with getting paid for my work, another massive benefit of helping on the campaign is I can put myself forward to receive an award from Chartered Institute of Marketing, depending on the quality of my overall performance that is.

I applied for the campaign after preciously helping on another promotion they had running for Topshop earlier this month. Its a great way to gain a bit of event experience, reaching out to a target market and using my role as in insider to promote a brand image.

The Cravendale Campaign Objective

The main aim of the campaign is to target the student market by using the brands key USP of 'Fresher for Longer' which in itself is perfectly suited to the student lifestyle! As a student myself I have previously not purchased Cravendale milk as it was in my mind, a tad to expensive, BUT the great hook on this campaign is that although standard milk is less expensive, the longer lasting freshness of Cravendale would infact save a student money by not wasting it on standard milk that quickly goes off.

Their are three areas of activity that I will be carrying out to ensure the key objectives are met...

1. Promotional Distribution - Engaging students by handing out vouchers, leaflets and stickers
2. Kitchen Takeover - Taking the campaign to a location where everyone relates to milk to convey the benefits of Cravendale milk over other milk brands. This will mean attaching stickers to items which will create a sense of impression and placing vouchers in specific locations
3. Student Union Stands - I get to manage 2 stands within my University with the help of a friend whereby we will be running a Cravendale competition (with the grand prize of an ipad!) while distributing vouchers and branded give aways.

I can't wait to get started with this campaign, I think personally giving students the opportunity to work with big brands is a great way to gain understanding of how brand identity can be promoted along with gaining experience of peer to peer experiential marketing.

Thanks Bex at Campus Group!

For more information please check out their company website;

http://www.campusgroup.co.uk/index.html

Steph :)