The online-only guides were unveiled August 26 at 25 colleges nationwide. The in-house PR team plans to work with college newspapers and local media outlets to spread the word about the guides.
“We're… looking to give college students [a way] to find everything they need, ranging from entertainment and local events to a bus schedule or a restaurant or even local sorority events,” said Janice Gatti, a director at mtvU.
The guides' Web sites, powered by Zvents, are also interactive – students can add their own content, ratings, and reviews. Gatti said that this “[gives students] a voice in their local community.
“For us, the success is going to be measured in how college students embrace it,” she added, “as well as driving traffic to the sites.”
The Campus Daily Guides program and the PR campaign bring together several mtvU properties, Gatti noted. RateMyProfessor.com brings its strong college student following, and College Media Network, an interactive network for student journalists, helps provide content for the guides.
“We already have good relationships with these college newspapers through the College Media Network, so it's really a collaborative effort,” Gatti said. A student paper can help provide content, but it can also promote the guide in campus coverage, she added.
In non-college media, the campaign did an advance with Reuters and Mediaweek – which has gotten good pickup, Gatti said – and mtvU is also reaching out to media outlets in college towns.
Social networks such as Facebook are part of phase two of the PR outreach, Gatti said. The company plans to introduce 50 guides by the end of 2008.