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RAIN chosen to launch nation’s first PlusCard
A joint effort with Utah’s newest university, Utah Valley University (UVU), and the Utah Community Credit Union gives faculty, staff, and students of UVU access to the most advanced student ID card in the nation - the UVPlusCard.
“The benefits of the UVPlusCard are obvious but the card is only offered to those students who become a member of the Utah Community Credit Union,” said Andrew Howlett, President of RAIN. “Ultimately, an integrated marketing and advertising campaign needed to be developed that would make banking seem cool. RAIN’s answer - utilizing multimedia technology that college students come to expect, while blended seamlessly with on-campus experiential marketing,” adds Howlett.
RAIN developed every campaign element including an on-campus message delivery system that students would connect to in the form of PlusMan, a clueless yet passionate UVU student turned self-proclaimed UVPlusCard Superhero. PlusMan, along with student-engaging street teams, educated and converted UVU students to the UVPlusCard.
Promotional messaging was developed and posted throughout the UVU campus, on buses with UVU specific routes, and in the college paper. A PlusMan website (www.IAmPlusMan.com) was deployed where students could view humorous blogs and viral videos detailing PlusMan’s origin story and mission of making every UVU student a UVCardPlus member.
Additionally, an educational UVPlusCard hub was developed - the UVPlusCard Lounge. Filled with Flat Panel TVs and Wii gaming systems, the lounge became an engaging environment for UVU students to become educated on the UVPlusCard.
Howlett continues, “In the first six weeks of a six-month campaign, we have exceeded client expectations by achieving 50% of our UVPlusCard recruitment goal."
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