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Jennifer jumped off the corporate ladder to start her own web-based company in 1996. With the help and endorsements of the nation's top universities, Experience has quickly grown to be the leader in the online student and alumni career services and recruiting industry, offering first-to-market solutions and superior services. Experience's web site now supports 3,800 universities, 100,000 employers and 3 million students and alumni.

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The RAVE-ing Wake-Up Call: How to Lure the 18-34 Market

Written on
Mar 2, 2006 
Author
Jennifer Floren  |
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The RAVE-ing Wake-Up Call: How to Lure the 18-34 Market


RAVE-ing
So there is a bit of a dichotomy thus far: if young adults research products and services online, yet they block out most online advertisements, pop-ups and banner ads, how do you reach them? By applying a simple 4-point methodology to the development and deployment of online advertising, marketers can achieve a better return on their advertising investment. That 4-point methodology is what we call RAVE:

R Relevant
A Action
V Value
E Entertaining

1. Make advertising Relevant to the market segment;
2. Require users to take Action and interact with the brand;
3. Deliver Value to users; and
4. Entertain them and have fun.

Each factor is assigned one point. Generally, you should shoot for a total of 4, but we know that every ad will not be entertaining (nor should they all be). Achieving a minimum of 3 out of 4 is a good rule of thumb and will help you spend your advertising investment wisely.

This 4-point RAVE methodology was developed by Experience after working with advertising agencies and marketers over the past two years. Smart and forward thinking companies like Microsoft, Conde Nast, CareerBuilder and many others came to Experience with the same challenge — how do you reach the 18-34 year old market? After designing successful interactive campaigns for each of these companies, it was clear that RAVE-ing is all the rage.

Putting it to work
In a recent campaign for CB Campus, a CareerBuilder.com property, Experience used RAVE to guide the creation of the interactive marketing program and to help answer the many decisions faced along the way.

CB Campus asked Experience to help build awareness of their new brand among college students. Experience created an “Exclusive Experience” program where college students competed for three high-profile job shadow opportunities with Reebok. Experience promoted the opportunities to its network of millions of college students via email, site ads and a customized microsite.

Here’s how the promotional program stacked up:

Relevant = The offer of job shadows aligns directly with students’ goals: students coming to the site are interested in building their resumes and participating in new experiences. √

Action = Students were asked to take action by submitting a personal application that would be used to evaluate their candidacy. √

Value = A job shadow with a premier (and cool) brand is desirable, brings a highly sought after opportunity within reach, adds to the resume and builds the professional network. √

Entertaining = The top 30 entries were displayed on the site and students nationwide cast their vote for #1 making for an informative and entertaining program. √

One note of caution: RAVE isn’t always easy. Yes, it would have been easier to pursue job shadow opportunities with a lesser-known company, but the Reebok brand delivered the most value to the students. The technology development might have been reduced by not having students vote on their peer submissions, but it would not have been as entertaining. Though it meant more work to achieve all four RAVE categories, these elements were integral to the success of the program. Ultimately, the CB Campus campaign was an enormous success, generating over 10 million impressions and 1000+ Job Shadow applications for CB Campus in just one month.

Freshly brewed, every time
Ask many working adults what makes a Monday morning wake up call easier to handle, and the answer will be the same every time: a fresh cup of coffee. Freshly brewed every time, coffee can invigorate and raise the senses, and help tackle the day ahead.

Apply the same approach to your interactive campaigns, and you’ll snap out of your Monday morning blues. If you are an advertiser or agency and need to build your brand among 18-34 year olds: it’s time to wake up, brew a fresh pot of coffee, jump online and start RAVE-ing your way to more effective campaigns and results.





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