2015 Ad2 SAS Book_Final

Student
advertising
summit
2015
National Club Achievement Competition
Ad 2 – Division V

TABLE OF CONTENTS
NARRATIVE 1
INTERNSHIPS 2
STYLE GUIDE 3
SPONSORSHIP & SPEAKERS 4
PROMOTION 5
Public Relations & social media 6
Media 7
THE EVENT 8
EVENT FOLLOW-UP 9
SURVEY & ANALYTICS 10

WEBSITE
Website is mobile
responsive

PUBLIC RELATIONS &
SOCIAL MEDIA
6

BRAND AMBASSADOR – CLUB AND
CLASSROOM PRESENTATIONS

OWNED MEDIA - AD FED HOME
PAGE

AD FED EVENT REGISTRATION
PAGE

OWNED MEDIA - AD FED
REGISTRATION PAGE

EARNED MEDIA – MINNEAPOLIS
EGOTIST

Radio Advertisement Script:
EARNED MEDIA – HUBBARD RADIO AD
Radio Schedule:

EARNED MEDIA – UMN CARLSON
EMAIL

EARNED MEDIA – UW RIVER FALLS
CAREER SERVICES

EARNED MEDIA – UMN SJMC EMAIL

ON-SITE SIGNAGE – REST ROOMS

INTERNSHIP LIST FOR ATTENDEES
over 40 intenrships included
Advertising/PR Agencies:
__________________________________________________________
Carmichael Lynch
About:
Carmichael Lynch has put out the call for 2015 summer interns, and we're looking to separate the
wolves from the sheep. If you're wildly talented and ready to kick some tail, we look forward to hearing
from you. It's a great opportunity to get a head start in our industry and stand out from the crowd. So if
you want to show the world your fangs, apply to join our Wolfpack now. Application deadline is March
13, 2015.
How to apply:
Go to http://www.wolforsheep.com to look at the different positions for the Wolfpack internship.
Haworth Marketing + Media
About:
Simply put, winning a coveted spot as a Haworth intern means you will learn from media legends.
You’ll be working on some of the most admired brands in the country all while learning the ins-and-outs
of agency life – aka the quickest route to get your morning coffee, apps you can’t live without and the
appropriate way to incorporate “totes” into an email. The 13 week internship is paid. Yep. PAID! We
are seeking candidates in Broadcast (“did you know Jeopardy is the number one show in Omaha”),
Digital (“I know the real way to pronounce GIF”), Graphic Design (“things aren’t always #000000 and
#FFFFFF”), Media Insights (“I know how everyone consumes media, EVERYONE!”), Out-of-Home
(“size matters”), Strategy (“I have this much money, what will that get me”), and Video Activation
(“apparently Teen Mom 2 is not on-brand”). Positions are available in each department in our HQ in
Minneapolis. The application will open on February 9 and close on March 9. Our application consists of
three parts – check out the assignment page for details. Prepare to wow us with your media genius!
How to apply:
Go online to http://theinterns.haworthmedia.com to apply and view the three assignments and hiring
team.

EVENT STATISTICS
Total Number of Students &
Professionals
Professionals - 36
Students - 210
Professional Speakers - 120
Number of Colleges &
Companies Represented
Colleges - 25
Companies - 47
SAS 2015 Registration
At the 2015 Student Advertising
Summit, 25 different colleges
were represented including
AIGA – Mankato, Bethel,
Concordia, Drake, Dunwoody
College of Technology,
Gustavus Adolphus, Harvard,
Inver Hills Community College,
Iowa State, DeVry, MSU-
Moorhead, North Dakota State,
North Central, South Dakota
State, St. Cloud State, UW-
River Falls, UMN-Twin Cities,
Duluth, University of
Northwestern, University of St.
Thomas, UW-Eau Claire,
Madison, River Falls and
Winona.
Over 40 companies were
represented, including Google,
Wieden + Kennedy, Click,
Hubbard Radio + Interactive,
Campus Media, Carmichael
Lynch, Chicago Portfolio
School, Flash, Knock, Hunt
Adkins, Olson, Periscope,
Deluxe, Haworth, Miami Ad
School, Mirium, SixSpeed,
BlueSpire, Broadhead,
Colle+McVoy, Fallon, Fast
Horse, Mall of America, Martin
Williams, MB25 Media
Solutions, Mithun, PMH, Stone
Arch, The Lacek Group, and
more.

EVENT SURVEY RESULTS
Note: The survey is just a sampling of some attendees, the numbers do not represent every
person who attended.

WEBSITE ANALYTICS
The 2015 Student Advertising Summit
website was launched the week of
December 7, 2015. The website was
built on Squarespace; thus, we utilized
Squarespace analytics to track
performance and audience
engagement with our site.
The majority of our site traffic in the
month leading up to the event came
from direct visits or from Google
organic visits. This tells us that people
are familiar with our site or, at the very
least, can find it easily online. Social
media, particularly Facebook and
Twitter, was key in directing students
to the site.

WEBSITE ANALYTICS
It is important for the committee to know how users access our site so that we are able to best serve
their needs. This year, almost 32% of our site traffic came from a mobile device, nearly 2x that of 2014.
Our responsive website ensures that users are able to obtain all of the information they need from our
site whether they are on mobile or desktop. On February 27, the day of the event, 59% of site visits
came from a mobile device.

WEBSITE ANALYTICS
It is crucial for us to understand how users search for
the Student Advertising Summit online. With the
exception of one query, all of the top searches driving
traffic to our site were directly related to the event.
This indicates that our website is well optimized for
search and that our visitors visited our site with
intention and purpose.

PAID MEDIA RESULTS
An optimal click through rate is 0.08%, so we can see that our Student
Ad Summit Google AdWords campaign performed very well with over
101,246 impressions and a CTR of 0.69%. CTR is essential to our paid
media success because it directly affects our Quality Score and cost
per click for each ad. Our paid media efforts helped drive traffic to our
website and increase registrations.

2015 Ad2 SAS Book_Final

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