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February 2016

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Land Securities re-vamp their approach to Student Marketing

Commercial property giants, Land Securities, partnered BAM to deliver a platform for brands to connect with more than 70,000 students during a series of Student Nights, during Freshers’ season 2015.

Formerly known as Student Lock-ins, the re-vamped Student Night shopping events took place at six of the most popular shopping centres in the UK, including: St David’s (Cardiff), Trinity Leeds (Leeds), The Galleria (Hatfield), Gunwharf Quays (Portsmouth), Bluewater (Kent) and Buchanan Galleries (Glasgow).

Landec student campaignThe result? A format that was already successful performed even better. BAM’s support services helped to drive increased retail spend, data capture and footfall across the board. The team is currently working with Land Securities to continue the service into 2016.

“BAM was great to work with during our 2015 Student Night. Kirsty Pritchard was brilliant in managing the whole process from brief to execution, which particularly impressed our wider management team. She was a great account manager and brilliant to deal with day-in-day out.”

– St Davids, Cardiff

“BAM were very helpful in the planning and execution of the Land Securities 2015 Student Night events, highlights from the feedback gathered from our assets included the great day to day account management provided by the team, in particular Kirsty Pritchard.”

– Land Securities

BAM DELIVERED IN 4 KEY AREAS

Account Management

• Dedicated senior BAM employee

• Live, accurate, status report file

• Regular calls and visits to each centre and

Head Office

• Full debrief and report post campaign Pre Promotion

• Formed strong collaborations between shopping centres and student bodies within the catchment area, to provide strong integrated promotion of the events through official student media

• Provision of fully trained promotional staff and innovative interactive games to support the Freshers’ Fairs

On the Night Event Management

• Event set up

• Loading bay management

• Queue management

• Brand Activation management

• BAM Management team ensured a smooth and hassle free event

Brand Activations

• Securing relevant engaging brands to enhance each event

• Full management service of RAMS and centre requirements

• On the night management of brand arrival, installation and departure

 
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The Student Housing Company Youth campaign

Having attended Freshers Fairs in previous years The Student Housing Company (TSHC) approached BAM to help them take their Freshers campaign to the next level whilst relieving their internal resources. The three main agreed objectives were:

1. To create a stronger campaign message and call to action (creating higher dwell time)

2. Build a campaign that will increase student data capture on the day

3. BAM to manage all staffing, logistics and booking requirements of the tour

These three objectives were identified as the yardstick to measure the overall success of TSHC 2016 Freshers Campaign. In addition to the overall objectives BAM set data collection targets for each individual fair which were based on what was achieved in 2014.

Student Housing company campaign

Student Housing company campaignThe first step of the campaign planning stage was to look at how to create an engaging atmosphere in order to attract a higher footfall to TSHC stand. To do this BAM and TSHC came up with a selection of prizes and giveaways to attract the attention of students which ranged from branded sporks and sweets to selfie sticks and iPads.

BAM then designed and developed an interactive, gamified data collection app that gave students an opportunity to win a prize on the spot. The concept was simple, in return for inputting their data the students selected an image of a yellow door to see which of the prizes they had won. The app created some magical moments where students were left speechless after winning an i-Pad.

In addition to the creation of the app, BAM were also responsible for the heavy lifting elements of the campaign including all of the end to end logistics and the hiring and management of staff. With BAM’s experience of managing student marketing tours they are aware that the quality of staff can be the difference between a good tour and a great tour. It’s safe to say that there were a few characters working on this campaign, in particular the two girls in the North West region that celebrated every win with equal enthusiasm whether it was a spork or an iPad!

On reflection the campaign really hit the mark. The impact of the instant win element was a key factor in the success of the campaign as it attracted mass interest to the stand allowing the promotional staff to collect sign ups and educate the students on their offering. With the objectives of the campaign achieved BAM cannot wait for Freshers 2016 when they can do it all over again!

TESTIMONIAL

“BAM WERE EASY TO WORK WITH AND RESOLVED ANY ISSUES QUICKLY. THE APP USED WAS DESIGNED TO OUR SPECIFICATION, MADE ENGAGING FOR STUDENTS AND ALLOWED US TO COLLECT THE STUDENT DATA WE NEEDED TO KICK START OUR MARKETING CAMPAIGN FOR THE YEAR. WE WILL BE WORKING WITH THEM AGAIN FOR THE NEXT ROUND OF FRESHER’S FAIRS.”

 
 
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Doddle launch Youth Marketing

When Doddle decided to enter the student market for the first time, they approached BAM to help support its plans to bring their parcel services to this vibrant segment.

Doddle Freshers Campaign

BAM provided end-to-end support, beginning with a scoping exercise aimed at securing suitable permanent retail space directly on campus.

Through our knowledge of the environment and connections with institutions, we brokered meetings with 28 Universities and secured five initial locations for the first roll out of Doddle’s campus stores.

To support the launch of these retail spaces, BAM managed the buying of multiple media opportunities aimed at raising brand awareness.

Doddle Freshers Campaign

During Freshers BAM built the Doddle Paper Plane challenge installation and toured this around eight locations. BAM’s professional promotional staff ensured that Doddle was amongst the highest impact stands during Freshers, giving away a £9,000 cash prize in the process and ensuring Doddle gained 3,500 new signed up members.

To ensure that Doddle’s message did not fizzle out after Freshers, BAM recruited and managed a team of 18 Brand Ambassadors who continued to keep the conversation going and drove further sign ups right through the first term.

TESTIMONIAL

“BAM FILLS THE GAP BETWEEN A MARKETING AGENCY AND MANAGEMENT CONSULTANCY. IF YOU ARE THINKING ABOUT ENTERING THE STUDENT MARKET, RECOGNISE IT’S VERY NICHE AND YOUR BUSINESS WILL NEED SPECIALIST ADVICE TO HELP, IN ORDER FOR YOU TO LAND YOUR BRAND AND PRODUCT IN THE RIGHT WAY. MORE PROCESS AND STRUCTURE THAN AGENCY, MORE MARKETING / BRAND INSIGHT THAN MANAGEMENT CONSULTANTS. PERFECT COMBINATION AND GREAT FUN TO WORK WITH!” –

DODDLE

 
Doddle Freshers Campaign
 
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Greggs nationwide Youth Marketing Freshers’ tour

Following a successful trial in 2014 that saw Greggs attend nine Freshers’ Fairs, BAM and Greggs worked together to plan and carry out a nationwide Freshers’ Campaign attending 46 Freshers’ Fairs in 2015.

Greggs Freshers Campaign

As part of the partnership, BAM planned and delivered a nationwide Freshers’ Fair tour handling all of the campaign logistics including event booking, recruiting and training talented promotional staff, as well as transporting an interactive set and thousands of goodies to each fair.

At each Freshers’ Fair students participated in an interactive game, either “Spin to Win” or “Lucky Lights”, for a chance to win prizes including free food vouchers and alongside branded products such as thermos mugs, USBs and frisbees.

Greggs Freshers Campaign

Visitors to the stand also picked up goody bags filled with freebies including the Greggs “Fill Me For Free” bag that can be taken to their local Greggs store to select from a choice of freshly baked products.

The results generated a significant impact on footfall and purchases by students within the key target locations, with 30,000 student deals bought within a month of the campaign end.

BAM is now working closely with Greggs on plans to expand the campaign for 2016.

TESTIMONIAL

“GREGGS HAVE THOROUGHLY ENJOYED WORKING WITH BAM. OUR STUDENT CAMPAIGN WAS PROFESSIONALLY MANAGED AND HAS DELIVERED ON OUR OBJECTIVES. AS A TEAM WE HAVE LEARNT A LOT FROM THE ACTIVITY IN 2015 AND LOOK FORWARD TO WORKING WITH BAM IN 2016.”

“BAM HAS BEEN REALLY HELPFUL WITH THE LOGISTICS AND PUTTING THE PROMOTIONAL TEAMS TOGETHER AS WELL AS BOOKING THE STALLS AND MAKING SURE WE’RE IN THE BEST PLACE AT EACH FAIR, WHICH HAS BEEN REALLY KEY TO THE CAMPAIGN.”

Greggs Freshers Campaign
 
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3 reasons brands use Student Ambassadors

You know what they say – never underestimate the power of word of mouth! Whether you’re a best-selling brand or an innovative startup, product or service promotion should form a big part of your marketing strategy.

Brands are increasingly looking for new, creative ways to promote their products and reach out to their target audiences. The rise of digital and social platforms provides a great way to spread awareness among a large audience, but it can often be deemed impersonal.

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The use of face-to-face promotion through  on-campus ambassadors is becoming increasingly popular among brands wanting to stand out among fierce competition. So, if you haven’t considered recruiting a team of experience-hungry students to help spread your brand’s message, here are the top three reasons why you should:

1) INCREASED BRAND AWARENESS

It’s  no surprise that students are more likely to listen to their friends’ advice over a paid-for advert when making brand or product choices.

As we discovered from our on-campus research conducted at UCL, 90% of students regularly find out about their favourite brands through friends and course-mates. Good brand ambassadors provide visibility to your brand, boosting brand awareness and, ultimately, sales. Reaching out to the student market with peer-to-peer promotion can help form positive brand perceptions and boost the way students perceive your brand.

2) POSITIVE PROMOTION

As mentioned, students wield huge influence in raising awareness of a brand, but they can also serve as a trusted ‘vehicle’ for delivering a company’s message.  Out of those surveyed, 80% viewed face-to-face, experiential marketing as an effective and trusted way to reach out to students. Ambassadors humanise your brand and help translate and promote the brand in a positive manner, helping to build loyal advocates.

3) EXTENDED REACH

With students spending 52% of their time studying, 5% engaging in extracurricular activities (e.g. clubs, societies, sports and volunteering), 5% working part-time and 29% socialising, their network of friends is enormously vast and varied.   Through ambassadors, brands have access to this large network of students and can tailor their promotions to target specific societies or interests.

In addition, brand ambassadors usually have formed solid online communities and social networks. With  69% of students spending 10 hours or less a week on to Facebook, Twitter and similar sites, their influence shouldn’t be underestimated.

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By choosing to use student ambassadors, brands  can increase product or service awareness, build an audience of loyal advocates and increase sales. By encouraging students to think more positively about your brand through meaningful, relevant experiences, brands can make friends for life.

Get in touch with our team for more information.

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The Guardian Youth Distribution campaign

Short deadlines are meat and drink to the news media, so BAM was unphased when The Guardian asked for help meeting a 3-week turn-around for its key student supplement. The challenge was two-fold: source student-focused brands to advertise in the Freshers Guide; and then distribute the supplement directly into the hands of students on campus and at student shopping events. The Freshers guide was first published within the national Guardian newspaper on the 24th September 2015, carrying several advertisers sourced by BAM the supplement was then taken ‘on tour’.

Guardian Freshers Campaign

TESTIMONIAL

“FOR THE FIRST TIME, THE GUARDIAN DISTRIBUTED COPIES OF THE GUARDIAN ‘FRESHER’ SUPPLEMENT TO STUDENTS ON CAMPUSES AND STUDENT SHOPPING EVENTS ACROSS THE UK. WE CHOSE BAM TO HELP US DO THIS AND THEY TOOK CARE OF EVERYTHING FROM STAFFING TO THE LOGISTICS. BAM TOOK AWAY ALL THE HARD WORK, WHICH MEANT WE JUST GOT TO SEE THE BRILLIANT END RESULTS. WE’LL BE DOING IT AGAIN FOR 2016 WITH BAM, JUST BIGGER AND BETTER!”

GUARDIAN NEWS & MEDIA

BAM’S SUPPORT INCLUDED

• A STRATEGIC PLAN TO EXECUTE THE DISTRIBUTION OF 20,000 STUDENT SUPPLEMENTS AND 2,000 BRANDED BAGS THROUGH AN EFFECTIVE CROSS CHANNEL APPROACH

• USING BAM’S IN DEPTH KNOWLEDGE OF THE MARKET, WE SOUGHT THE MOST EFFECTIVE VENUES AND EVENTS ACROSS THE UK, CREATING A TOUR THAT COVERED TEN TOP UNIVERSITIES AND SHOPPING CENTRES

• WE HANDLED ON-SITE DISTRIBUTION ON UNIVERSITY CAMPUSES INCLUDING NEWCASTLE, LIVERPOOL AND LONDON, AND VIA RENOWNED STUDENT SHOPPING EVENTS AT ST DAVID’S, CARDIFF AND GUNWHARF QUAYS, PORTSMOUTH

• BAM SUCCESSFULLY MANAGED ALL ASPECTS OF THE CAMPAIGN FROM PLANNING TO LOGISTICS AND STAFFING, ENSURING A HASSLE FREE CAMPAIGN

• BAM IS NOW WORKING WITH THE GUARDIAN TO INCREASE DISTRIBUTION FOR 2016

Greggs Freshers Campaign
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HSBC Youth awareness campaign

HSBC is one of the largest banking and financial services organisations, serving some 51 million customers worldwide. HSBC prides itself as one of the UK’s leading employers of student talent, providing approximately 400 graduate and intern roles each year. It’s recruitment schemes cover a wide range of the company’s operations including corporate banking, IT and digital marketing.

At the start of 2015, HSBC approached BAM to help raise awareness of and drive applications for its graduate and internship schemes. BAM was carefully selected by HSBC due to the team’s vast experience of delivering highly engaging, successful, experiential campaigns.

HSBC Campaign

BAM’s strong connections with Students’ Unions and Universities nationwide made them an ideal partner to help HSBC push for quality applications.

Time was a huge challenge for HSBC. The second term at University is a key time of year for graduate recruiters to engage with students and as such the competition for space on campus was hotting up.

HSBC set BAM the following objectives:

• Raise awareness and drive applications for HSBC’s various graduate and internship schemes via on-campus experiential activity

Approach

Time was of the essence and for BAM to secure prime space at some of the UK’s leading Universities, the team had to act quickly. With a limited budget, BAM used its great relationships with media partners to book space on-campus at key Universities across the UK, allowing HSBC to conduct face-to-face experiential activity to drive recruitment.

BAM was able to help take the pressure off HSBC by quickly identifying available dates at their targeted Universities, whilst developing a complete tour plan which meant that the brand could engage with as many students as possible.

A dedicated and efficient approach to securing space on all of HSBC’s desired campuses, within the tight budget, meant BAM was able to implement one of HSBC’s most cost effective, graduate-focused tours, maximising the amount of students they were able to approach and engage with.

Results

BAM worked closely with Universities, Students’ Unions and HSBC to ensure the delivery of a strong, highly-engaging recruitment campaign. HSBC were extremely pleased with the tour, including the planning and management, especially in such a short time frame, and in the second term which is a highly competitive time of the academic year for top recruiters to be seen on campus.

By securing the target list of Universities identified by HSBC, BAM completely delivered on the brief, helping the brand to be seen by mass student numbers whilst generating approximately 4,000 applications. As a result of the success of this campaign, HSBC will continue to work with BAM for their 2015-2016 recruitment drive.

Testimonial

“BAM helped us with the HSBC Spring Campaign this year. They have a wealth of knowledge around graduate attraction and were able to advise us a great deal on our plans and ideas.

Furthermore they were extremely efficient at organising the logistics of the campaign and managed the relationship with universities well”