Little did they know that future students might be reading a case study about them--and how they created a business as a class project that was a triple win: for college students, school administrators and businesses that want to reach them.
This August and September, ABS Notebooks will deliver a multi-subject notebook, at no cost, to 1.5 million college students at 175 campuses across the U.S.
As part of the program, students receive product samples, valuable discounts and other promotions from sponsors.
For example, Boost Mobile has included a $10 off coupon for a pay-as-you-go phone purchased at Target, and Kotex provided a coupon redeemable for a discount on its products.
Martz and Steinberg had to determine advertising rates for this new medium, and decided to benchmark rates on various advertising and sponsorship media including: event marketing and out-of-home advertising on college campuses, college newspapers, TV, magazines and the internet.
Ultimately, they also developed the price based on their observations on campus and insights garnered by the third-party research on how the books were being used and the number of impressions each notebook generated.