Tag Archives: Bronco Bookstore

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We’re honored to receive the Facebook All-Star award from Connect2One. We take great pride in the work we produce for the Bronco Bookstore through social media marketing. It’s always nice when various publications showcase our work in  articles but now it’s even cooler to have this trophy sitting in our workspace. When coworkers asked us who’s the bigger star on the trophy, Lily said, “I’m both stars. Darren’s the base.” Haha… In any case, we’re both very grateful to receive this award.

Below is a link to the article that Eric Criswell wrote about the Facebook All-Stars award.

Original Article

– D

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May 11, 2012 · 10:43 am

Making “This is Your Moment”

How do you convince someone to do something? An effective presentation of an idea can do the trick but if done incorrectly, you may end up coming off as annoying or even offensive. After all, you’re imposing your ideas on to someone else. It’s a tricky process because in order to really convince someone of an idea, you’d have to help that person realizeunderstand, and accept your idea as his or her own belief.

We realized that making a video directly promoting Grad Fair presented a couple of concerns due to the nature of the event and the people we’re targeting.

First, there are people who plan to walk at commencement, which holds a high chance that they’re already interested in attending Grad Fair. They don’t need any convincing. They’re already set on their attendance and any further attempt to push the importance Grad Fair on them may just come off as annoying.

Second there are people who won’t be attending Grad Fair because they don’t plan to walk.  That became our target audience for our video: This is Your Moment.

The trick in creating the concept for our video was not to talk about 20% off deals or $60 savings. Frankly those specials mean nothing to an audience of people who have no need for graduation merchandise. Instead, we took a different approach.

This is Your Moment doesn’t sell Grad Fair by telling the viewers about the exclusive cap & gown packages.  Rather, it delivers powerful messages from the experienced—those who’ve graduated themselves. It offers the soon-to-be Grads the opportunity to realize the importance of Graduation and the accomplishment they are about to achieve.

If the viewer can realize the importance of Graduation, understand that this is their moment, and accept the decision to walk at commencement, then they’re convinced.

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Filed under Cal Poly Pomona Foundation, Darren and Lily, Social Media, YouTube

Grad Fair Games 2012

Why don’t students want to walk at commencement? It seems as though we’re always struggling to jump through the same hoop every year as we’re drawing together a campaign to increase sales for Bronco Bookstore’s Grad Fair.

Luckily, as recent graduates, we were able to quickly joggle our memories to identify a clear answer.

We enter that first year of college with our minds and spirits full of curiosity. Every new experience that college introduced brought that sensation of tingly butterflies. This feeling was then magnified by the spontaneity of second and third year.

However, by the fourth year, we were itching with a bad case of Senioritis and by the time we dragged ourselves to the end of our wonderful collegiate journey, we were ready to GTFO. Ahem, get out.

It was all getting stale and repetitive. The last thing on our minds was to sit through a tedious ceremony draped in an oversized gown.

A student’s bond with college starts to spiral downward as it progresses. Even after years of impactful experiences and accomplishments, college has become a dull, never ending chore. The excitement of walking has now been warped into an unnecessary task added to their dragging list.

Now back to the drawing board. We began to explore a wide range of ideas in hopes of sprouting enthusiasm for our upcoming graduates. We had to mold the chore of purchasing a cap and gown at Grad Fair into a memorable experience that they’d want to share with their friends and family.

Enter Grad Fair Games – a campaign that consists of a series of games and events designed to spark excitement and anticipation for the culmination of our students’ years of hard work and dedication: graduation.

Grad Fair Games is strategically coordinated to run throughout the month of April, with events taking place every week leading up to Grad Fair 2012. In this multi-day campaign, upcoming grads are invited to participate in two games: “Grad Pong” and “Grad Hoopla.”

In “Grad Pong,” students are given a chance to toss a ping-pong ball into a cup (yes, just like beer pong) that may reward them with a prize.  After sinking that shot, they can try their luck at “Grad Hoopla,” where the aim is to propel a flower-covered hula-hoop over a mannequin donned in commencement attire.

With our third activity, “Photo Booth with Billy Bronco,” students are invited to take a picture with Cal Poly Pomona’s mascot, who’s suited up in a traditional cap and gown.

As all this is happening, our “Grad Walkers,” fully dressed in graduation attire, mingle amongst crowds during the school’s peak hours to distribute flyers. This stunt sprouts curiosity and sparks questions about Grad Fair, which results in anticipation for commencement.

By engaging graduates in lively, hands-on activities, it entices them to share their experience with their social circle, which is why we top off Grad Fair Games by complimenting each activity with a social media aspect. Photos from each event will be tagged and uploaded onto Bronco Bookstore’s Facebook and Flickr. Videos will also be compiled for YouTube.

Grad Fair Games ultimately allows our graduates to unwind and live in the moment that they have worked endlessly for during the past few years. It reminds them that purchasing graduation merchandise and walking at commencement are not just additional chores to be checked off at the end of their list. It’s a celebration of the most important achievement of their lives.

For more information about Grad Fair Games and Grad Fair 2012: facebook.com/BroncoBookstore.

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Filed under Bronco Bookstore, Darren and Lily, Work Days

Grad Fair Games

Lily and I entered our Bronco Bookstore campaign titled, “Grad Fair Games 2011” into the NACS Cool Ideas Contest. The winning entry will receive $1,000 to use toward future marketing campaigns.

We chose to enter this campaign because it was particularly something new for us and unique from other campaigns we’ve done in the past.  We used social media to promote it, but the campaign itself consisted of various forms of guerrilla marketing and live events.

We’re just finishing the final plans for our  2nd annual Grad Fair Games coming later this April. Until then, take a look at our Cool Ideas Contest entry below that was written by both Lily and myself.

– D

Purpose:   One of Bronco Bookstore’s ongoing hurdles in recent years has been generating awareness for Grad Fair. In previous years, some of our students have often overlooked traditional forms of marketing such as print advertising and e-mail blasts, which led them to miss Grad Fair altogether.
To overcome this obstacle, Bronco Bookstore took a different approach from traditional marketing to promote Grad Fair 2011 and truly celebrated the “learn by doing” spirit of Cal Poly Pomona.
The Grad Fair Games was created to raise awareness for our 2-day Grad Fair by enticing upcoming graduates through participative activities weeks before the big event. The series of hands-on events consisted of two games, along with a guerilla push through our “Grad Walkers.”
Our first game, “Sash Shuffle,” invited students to register teams of two through Bronco Bookstore’s Facebook Page. Teams were then pitted against each other on game day with the objective of transferring a graduation sash between each teammate’s shoulders (without the use of hands) in the fastest time. The game was formatted in a tournament style rewarding the winning team with a pair of graduation sashes.
The second game was called, “Tassel Tossers.” Students were given a shot at tossing a tassel into a graduation cap. Landing a tassel into the cap would reward the student with a 2011 graduation tassel.
Additionally, our “Grad Walkers” guerilla push complimented the Grad Fair Games and directly connected with upcoming graduates about Grad Fair 2011. Bookstore employees, fully dressed in commencement attire, strolled around campus during peak hours in high density areas wearing their cap and gown to hand out flyers and directly communicate with students about Grad Fair 2011.
How Idea Was Successful:   The Grad Fair Games strengthened awareness by having students participate first-hand in memorable activities leading up to Grad Fair 2011. This untraditional marketing push ultimately translated to an increase in sales figures.
Students stopped and observed as participants frantically (and creatively) transferred the graduation sash.
Cheers and groans were heard from the observing crowds as participants scored or barely missed a tassel shot.
Additionally, the “Grad Walkers” drew in a lot of attention, as it was unusual to see students walking amongst the crowds dressed in a cap and gown a whole two months before commencement. Curious students who approached our “Grad Walkers” got to ask questions and learn more about Grad Fair by speaking with an employee one-on-one.
It was this type of unique attention that generated enormous amounts of increased awareness for Grad Fair 2011. This boost of awareness led to a substantial increase in traffic during both days of the event. Our Grad Fair exclusive merchandise pack completely sold out and sales saw an average increase of 22% over the previous year in all areas.

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Filed under Bronco Bookstore, Darren, Facebook, Social Media, Work Days

Welcome to the Social Age

The Social Age is a new column that shares the opinions and ideas of two Social Media Coordinators. Whether you’re enthused as much as we are about the world of Social Media or want to learn more, The Social Age is where you can join in on the conversation. Social Media is a part of everything we do: Work. Play. Live.

It’s 8:15 in the morning as I’m stepping out of my car to embark on my journey to the office.

First, I pull out my iPhone to secure my reign as the “mayor” at Cal Poly Pomona Foundation on foursquare. Check-in.

Next, I refresh my Twitter feed to see what’s hot this morning. Looks like #OscarBuzz is trending, let me share with my 169 followers what I think about this year’s nominations … “I’ve only seen Moneyball but would like to see War Horse.” Tweet.

I’m still only halfway on my walk so I start scrolling through Instagram. Looks like my friend bought an expensive watch from the looks of an artsy sepia-toned photo he shared. I’ll double tap the adorable heart icon next to his photo. Like.

Well, that only took less than 15 seconds. Now I’ll open up Facebook. A student asked what time the Bronco Bookstore closes today. I love easy questions. I answer with, “6:30 PM and we’ll open tomorrow at 7:45 AM.” Post.

This is the life of a Social Media Coordinator. We refresh, check-in, share, tweet, like, post and upload. Whether we’re at our desks or simply walking, we’re constantly communicating. And that’s what it boils down to: social media is simply communication.

As users, we catch up with old friends, share interesting stories, discover the latest trends, and meet new people. As marketers, we leverage social media as a valuable tool to engage and connect with our audience. Not only do we represent Foundation through various social media networks, we’re engaging in conversation with individuals on a personal level.

In a constantly changing world, it’s difficult to stay afloat with the latest technologies. This is why we created this column – to help you grasp a better understanding of what social media is. It isn’t fancy digital jargon or something that only “kids these days” are doing. It’s all around us. As long as you have an interest in sharing your story or learning about the world around you, you too, can utilize social media. Let Social Age be your starting point. Here, we’ll put together posts about our work, our ideas and share the latest stories that interest us to you.

I’m now approaching the office and as I’m about to open the door, a tweet chimes in from a movie critic in Chicago in response to my tweet earlier. He recommends War Horse but predicts that The Artist will take home the Oscar. Two more notification alerts pop-up. My friend just shamefully admitted that his expensive watch is a replica and that student thanked Bronco Bookstore for providing him with the information he needed.

It’s 8:18 in the morning and I’ve reached out to 172 people. My day is just getting started.

Darren Isomoto and Lily Ly are social media coordinators at Cal Poly Pomona Foundation, Inc. Since 2005, they have served in various Foundation units including the Bronco Bookstore and Univeristy Village. Prior to joining Foundation Marketing in July 2010, they were partners at a social media marketing firm offering consultancy to local businesses. Darren and Lily both received a Bachelor of Science in Marketing Management with a minor in Public Relations from Cal Poly Pomona.

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Filed under Darren and Lily, Social Media