Direct Marketing Mixed with Branding

Kevin T. Thomas (sfoktt_at_dames.com)
Mon, 07 Jul 1997 17:20:23 -0700

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We are developing a new site for the education market: the
database-driven Human History Project (or H2P) will complement the study
and teaching of history at universities across the county. A dynamic
reservoir of online assignments, the H2P will deliver a weekly mix of
interactive timelines, intelligent maps, and original essays to roughly
100,000 college students. The site will launch in the Fall of 1997.

My question to the group regards one of our advertising packages. We
want to offer marketers a chance to sponsor a section of the site called
CONTEXTS: it is here that students will be able to view in the same
window corresponding maps, timelines, and essays. Our idea is that by
purchasing a sponsorship of CONTEXTS one gets banner space on the H2P
home page plus prominently displayed text announcing the sponsorship;
then when students jump from the home page to CONTEXTS they will see the
sponsor's name displayed in the upper right corner of the window. The
name requires non-standard creative, a small 90 X 30 banner. Its size
reflects our desire to keep the heart of the H2P free of overly
intrusive ads; professors must be made to feel perfectly comfortable
about sending their students to the site. Has anyone tried to mix more
traditional direct marketing banners with subtle, alternative forms of
branding? Can we have our cake and eat it?

Thanks.

Kevin Thomas
Executive Producer
Dames & Moore InfoTech
221 Main Street, STE 600
San Francisco, CA 94105
sfoktt_at_dames.com

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