Who: Citylets, Scotland's premier Lettings portal

Where: Aberdeen University

When: 2006

Aim: to raise the profile of and web traffic to www.citylets.co.uk within the student community.

Citylets is responsible for ensuring that its property listings are well advertised to the student community on behalf of their letting agent clients. The student market, whilst seasonal, represents a large percentage of all tenancies taken up in any calendar year. It was vital that Citylets.co.uk was the natural port of call for all students moving out of first year accommodation and for other students moving around within the private sector.

Results: on the day the mats were distributed to Edinburgh University, a marked peak in traffic from their network was recorded as indeed overall record traffic was achieved. Over time since then, the awareness of the Citylets brand at the university has grown to close to saturation. Citylets now wholly relies on Mediamat to cover this market

Quote: “Mediamat is quite simply one of the reasons we have a thriving business today. We are a regional property letting site covering Scotland and Northern Ireland. As such our normal ranking in the online property sector in terms of traffic is at around the 100 mark according to Hitwise. In the student months of April/May/September for our market, traffic rockets propelling us to about 50th- an amazing position that gets us noticed by the UK’s major sites such as Rightmove. Mediamat has helped put us on the map & delivers permanent awareness in the student market on a plate.”

Mark Goundry, Citylets

Who: Fresh Air Radio

Where: Edinburgh University

When: 2006

Aim: to raise the profile and attract new listeners to www.freshair.org.uk within the student community to increase our web based listener base.

Fresh Air Radio station is run by students at the University of Edinburgh and broadcasts from it’s studio to the wider student community across the city. Its listener base covers students from Napier, Heriot-Watt, Queen Margaret Universities as well as a number of colleges such as Stevenson and The College of Art.

A key objective in the 06-07 year was to decrease reliance on FM broadcasting, which is intermittent and expensive, to become a full time radio station which would enable Fresh Air to drive real advertising revenues. The Internet was a natural opportunity to do so and the challenge to grow a web based brand was launched.

Results: Listening figures and web traffic from The University of Edinburgh increased fivefold throughout the year where Mediamat was the main route to market. The increase at Edinburgh was significantly higher than any other University or college in the city where a number of other classic student marketing initiatives were undertaken.

Quote: “Our mousemat advert was hugely successful in driving the student population to our website and migrating our customer base online throughout the course of an entire year. It provided excellent exposure for us and had a significant impact on our success. There are no other methods to 'infiltrate' the university in such a comprehensive and unique manner, to place your message literally at the fingertips of thousands of students day after day after day.”

Tim Johns, Fresh Air Radio