The student market is an image conscious crowd that brazenly reflect their personality through their apparel. Jay Jays understands this and the importance of aligning communication with their target market to their culture and lifestyle. That is why the swag clothing outlet partnered with student communication gurus, Campus Media, to promote the Jay Jays Freak Out Wednesday promotion in the Western Cape.
Karla Burger, Marketing Manager of Jay Jays South Africa explained, “A youth brand like us needs to be very sure that we deal with the right agency, an agency that knows what’s going on, what works and what doesn’t. The youth is a difficult market to target – they have their own set of rules and it changes constantly. Campus Media knows their students really well and offered impressive knowledge about the ins and outs of campus whereabouts and where the main marketing avenues are situated.”
The 5-week campus radio campaign was flighted on UCT Radio and Stellenbosch’s MFM radio driving students to the Jay Jays outlets at Rondebosch and Eikestad. The funky radio ads as well as attention-grabbing posters around the two campuses highlighted the 25% off Freak Out Wednesday promotion. Further to this a measurable competition element was added whereby any customer who spent R200 or more would receive an entry into the weekly draw to win a voucher worth R1000.
The site-focused pilot campaign was designed with measurability in mind and therefore only utilised the two campus stations to drive students to the Rondebosch and Eikestad outlets. The campaign yielded outstanding results with both stores meeting their monthly targets within the first week of the campaign.
“Campus Media offered quick and efficient service and without giving them an exact brief, they showed initiative and insight into the retail business,” added Burger, “Their opinions are honest and informed and when you join hands with them, they are 100% part of your team. They are committed to your objectives right from the word go and have truly added great value to our brand!”
Team up with the student market experts to get your brand projected into the trend-setting student culture, with tangible results! Call the experienced media consultants at Campus Media at 011 807 2111 / 021 422 1774, or visit http://www.campusmedia.co.za/. Also follow them on twitter @CampusMediaSA.
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