UC Berkeley’s Caltopia VII
The largest experiential college lifestyle festival in the nation
Pre-event Marketing for Caltopia – Connect with them before they reach your booth!
Tell me and I will forget, Show me and I may remember, Involve me and I will understand
-Chinese Proverb
Target Audience: Approximately 35,000+ new and returning Cal students, campus and community supporters and other participating businesses
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Cal Students contribute $395 million annually into the Bay Area economy of which $282 million are spent in the city of Berkeley
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UC Berkeley’s annual payroll is more than $800 million, and 96% of it goes to employees who live (and spend) in the Bay Area
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UC Berkeley employs 24,000 people, more than any other employer in the East Bay – and more than the next nine largest employers in Berkeley combined
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Over 100 campus, Bay Area and nationally recognized businesses will be represented at Caltopia VII
*Sources: UC Berkeley Economic Impact Study. UCB Student Research Center’s Student Housing and Transportation Survey, Marketwire
Impact: Entering its seventh year, the two-day interactive event provides a face-to-face marketing platform for large and small brands that want to actively engage and create a lifetime relationship with the Cal community
Why Pre-Caltopia Marketing is effective
- Creates a buzz about your company, products and services
- Pre-sells your brand to the Cal community
- Sends a message that you’re serious and committed to developing a relationship with the Cal community
Steps for Developing a Pre-Caltopia Marketing Strategy
1. Know your Audience: Learn about Gen-Y and what you can do to Engage them
- Take the time to learn about the lifestyle and consumer trends of Generation Y and the Cal community
- Identify your key objectives for attending the event;
- Are you trying to build word-of-mouth buzz about a product or service?
- Is your company trying to build a larger presence on campus?
Great Idea: Schedule brainstorming sessions with the Cal Rec Sports Marketing Group – Joe and Amy
2. Formulate your strategy: Step back and ask yourself these questions
- What marketing tactics will help me achieve my objectives for attending the event?
- How will we engage the 36,000 Cal students, campus and community supporters at the event?
- What promotional products and/or interactive activity will distinguish me from the rest of the competition?
- Will those promotional products create a lasting impression after the event?
- How can I maximize my budget for promotional items?
Great Idea: Schedule a free consultation with our premiere promotional products expert, Dan Ahern of Fog City Marketing
3. Start the Buzz Early
- Buzz marketing starts building momentum through word-of-mouth
- How can you get the Cal community talking about your product or service before the event?
- Hosting contests that drive participants to your booth to register have proven to be very effective. Check out the channels available to you below to start spreading the word
- Exposure and excitement increases with the size of the prize you’re giving away. (i.e. Airline tickets, books for one semester, one month’s rent etc.)
Great idea: Use your own website or your other marketing pieces to announce your presence at Caltopia and invite current customers to stop by and say hello
How Cal Rec Sports Marketing can create Pre-Caltopia Marketing Exposure for you! 
1. Twitter
- Promote your giveaway or interactive activity that you will be featuring on our new Caltopia Twitter site.
2. Facebook
- Start the conversation with a Facebook page or contest
- Create your own business page and send us the link so we can link it to our Caltopia Event Page and Cal Rec Sports Business Page
- Promote your activity and/or giveaways directly via the Caltopia Event Page and can even host your contest
3. Event Guide
- Maximize your ad in the Caltopia Event Guide – drive attendees to your booth and your website
- Sponsors receive a complimentary ad in the official event guide
- Exhibitors – For a limited time we are offering all exhibitors the opportunity to purchase a full page color ad in our online and hard copy event guides at a reduced price of $500
4. Mobile Web
- Caltopia will also be promoted via our new mobile web service. Contact us for information on posting discounts and drive backs on the mobile web
5. Caltopia Website
- All participating companies will have their name and website link placed on the Caltopia website
- Premium contests listed on the website and promoted to the Cal community pre event
6. Consultation – Take advantage of these channels by scheduling a brainstorming and planning session with Cal Rec Sports Marketing. We’re here to help!
- Ongoing consultation about Generation Y, the Cal community and the event available
Creative brainstorming sessions hosted onsite or over the phone - Contact Us to set up a time!
Great Idea: Consider Caltopia specials for faculty, staff, and other vendors! B2B marketing can be a great source of allies and yes, new clients!
Next Month’s Feature: Maximizing your ROI at the event!
