College Marketing & Media Services

2012 Media Presentation

164 Canal Street, Suite 501 Boston, MA 02114 P: 617-523-9801/9802 F: 617-523-9807 www.oncampusadvertising.com

Company Overview

OnCampus Advertising offers a full suite of marketing and media services targeting college students in the U.S. and Canada

Since 2003, OnCampus Advertising has been serving a clientele ranging from Fortune 50 companies to small non-profit organizations

Our diverse portfolio of campus-based media includes out-of-home, college newspapers, online, brand ambassadors and direct marketing strategies on more than 5,000 campuses

We use a consultative approach to every client engagement in all facets of planning, execution and reporting of each campus media initiative

Our industry expertise coupled with propriety campus media networks uniquely positions OnCampus as an leader in the college media marketplace

2

“Over the past two years, Sears has developed a great partnership with OnCampus Advertising and has seen positive results due to their creativity, attention to detail and their relationships with Colleges/Universities across the country.” Walter Hilker - Field Marketing Manager / Sears

Client List

3

Financial Services

Retail

Quick Serve

Restaurants

Armed Services

Education

Wireless

Campus Media Capabilities

Print - College newspapers

Online – Strategies to target college students College newspaper websites

Education related newsletters

Geo-targeted to school’s IP address

Out-of-Home Bus shelters

Campus transit

Billboards

Campus kiosks

Bulletin board posters

Wall and window clings

Pizza box advertising

Direct mail and email

Brand ambassadors

Campus event sponsorships and promotions

4

College Newspapers

5

Industry leader in print and online placement in college newspapers

Proprietary database tracts over 1,000 college newspapers in the U.S. and Canada.

Advertising options include:

Run-of Press - 1/4, 1/2, full page display ads Black & white or full color Free standing inserts (FSIs) Custom sizing & placement

Proof of Performance - Timely delivery of proof of performance tear sheets and accompanying reports that clearly tract reporting progress

“OnCampus has provided a superior level of service and professionalism on this campaign and I

would highly recommend them to others that are considering investing in college print advertising.”

Renata Anderson – Media Supervisor – Fidelity Investments

Online Strategies to Target Students

6

Online strategies to target college students while they browse the Internet

College newspaper websites

Over 400 publications generating over 35 million monthly page views managed through our oncampusWEB ad server

Relevant and regularly updated content

Above-the-fold placement

Retargeting strategies

Retarget readers who have seen your ad

Retarget readers who have clicked on your ad

Online advertising geo-targeted to the IP addresses for targeted universities

Advertising is displayed across a large network of websites to users that are accessing the Internet through a targeted university’s web infrastructure

Other targeting options are available (gender)

oncampusWEB - Online Advertising

7

oncampusWEB is a national network of college newspaper websites that are served advertising through our proprietary oncampusWEB ad server

35 million monthly page views with 12 million unique visitors

IAB standard display sizes: leaderboard, medium rectangle, skyscraper and full banner

Choice of run-of-network or select publications

Publisher-side ad server gives us direct control over your campaign

Campaign management and optimization CPM pricing Real-time information Comprehensive reporting

OnCampus Advertising can place banner advertising on almost any

campus newspaper website

Network of College Newspaper Websites

Our network of out-of-home media will place you where students live, study, work, and play on campuses throughout the U.S. and Canada

Out-of-Home Media

College Transit Buses (exterior & Interior)

Bus Shelters

Campus Kiosks

Billboards

Street furniture

Out-of-Home Market Reach

300+ colleges and universities

3+ million college students

Out-of-Home Campus Media

8

Posters and wall clings are available on nearly every campus in the U.S. and Canada

Posters are placed on bulletin boards located throughout the college buildings and facilities

Wall clings are a non-permission based media installed on doors, windows and walls throughout campus – high visibility with no clutter

Installed using a network of professional installers

Display sizes 12”w x 15”h

Printed in 4 color glossy #100 stock

Media can be geo-targeted by gender, class, & academic major

Bulletin Board Posters and Wall Clings

9

Brand Ambassador Programs

Every brand ambassador (BA) campaign is customized to meet the specific marketing objectives for each client engagement

Candidates are pre-screened to meet an established demographic profile specific for each campaign

BA pictures & profile provided

Ability to select BA’s with specific skill set or use models

Brand ambassador campaigns include

Flyer or product sample distribution

Campus surveying – One to one interaction guarantees survey completion

Campus event staffing

Pre-screened student talent for semester long brand ambassador engagement

10

Campus Events

11

OnCampus Advertising has strong relationships with many colleges enabling us to provide a customized event for clients to promote their products and services

Campus events include:

Welcome week vendor fairs / events

Freshmen orientation sponsorships

Career and graduate school fairs

Campus information sessions

Campus mobile tour & events

Movie night sponsorships

Greek week or Fraternity house events

Direct Mail, Email and Campus Mailboxes

12

College Mailboxes - Reach over 200,000 college students with product samples, coupons, letters, or flyers.

Student Mailboxes 200,000 students

Direct Mail 6.5m postal addresses

Email 7.0m opted-in email addresses

College Bound High School

Students 1.1m postal addresses 1.4m Email addresses

Sponsored newsletters from student-oriented websites

Internship.com and more

Pizza Box Advertising

Guaranteed delivery to pizzerias located within campus community (1 to 5 mile radius)

Our partnership with food distributors enables us to guarantee delivery by store

No other vendor can make this guaranty

Full color pre-print or spot color direct print processes available

Student statistics on Pizza Box Advertising

79 % of college students order pizza

37% order twice a months

25% order 4 times a months

17% order 5 or more times a month

Source: PMQ Pizza Magazine, 2007 13

39% of college students pay attention to ads on the top of the box

Case Study: The Princeton Review

OnCampus Advertising managed The Princeton Review’s first national campus advertising campaign after several years of limited marketing

Campus media included OOH (billboards, bus shelter, campus transit, and posters) and college newspapers

Brand awareness was measured by surveying 1,000 students before and after the campaign using campus street teams

The survey results concluded The Princeton Review achieved

a substantial lift in brand awareness

14

Increase in %

answering

Survey Results “Princeton Review”

When you think of a Test Prep

companies, which comes to mind first? + 28%

When you think of test prep courses for the LSAT, MCAT,

GMAT, or GRE, which company do you think of? + 50%

Have you seen any advertisements from a test prep

company? If yes, which company? + 74%

In the vastly competitive cellular phone industry, US Cellular wanted to introduce “Your Navigator”. This GPS-enabled software provides local search functions as well as voice guided directions.

US Cellular brought in OnCampus Advertising to promote this new service using “can’t miss” out-of-home displays on college campuses that reached 45% of all students within the US Cellular service footprint.

The media included:

Bulletin Board Posterng 30-Sheet Poster Billboards Campus Kiosks Campus Transit Bus Shelter Transit One and Two Sheets

15

Case Study: US Cellular

Sears engaged OnCampus Advertising to plan and execute a multi-faceted media initiative at 65 universities. The plan included both traditional and non-traditional media, sponsorships and street teams.

Sears’ “Back-to-Campus” campaign was launched in the summer months during new student orientations. Aiming to break through the back-to-school buying frenzy and reach a new demographic, Sears targeted incoming freshmen and their parents.

The campaign included 350 separate media elements across the targeted campuses.

Media formats included: Orientation Sponsorships Model Dorm Rooms Sponsorships Move-In Event Sponsorships College Newspaper Advertising Brand Ambassadors Out-of-Home Displays

16

Case Study: Sears Back-to-Campus

Haagen-Dazs wanted to promote its corporate social responsibility campaign, “World Without Bees”, to 12 large universities

Haagen-Dazs tasked OnCampus Advertising to create the most impactful campaign possible using college newspapers

Our off-rate-card placement put the Haagen-Dazs’ creative on the front page and inside front cover. The result was a spoof newspaper cover page that contained only honey bee news, with all the letter “B’s” missing from the copy. The inside cover provided an explanation of the plight of the honey bee (the “missing B’s”) and Haagen-Dazs’ support of the cause

This first-of-a-kind execution demonstrates our ability to work with senior management at leading college newspapers to deliver creative and high impact solutions for our clients

Case Study: Haagen-Dazs (Mock Front Page Ad for Cause-Based Marketing)

17

OnCampus Advertising created this first ever mock front page campaign receiving national PR

within the college newspaper industry

17