Case Study: International Reach

A Midwest university appeals to students from all walks of life.

The Pro

Name: Brian Kerr
Title: Owner
Distributorship: High Note Media (asi/225071) in Chicago

The Sale

Dollar Value: $1,100
Client: Northeastern Illinois University College of Business and Management
Product: Branded passport covers

The Promotion

Each year, the College of Business and Management at Northeastern Illinois University (NEIU) hosts a two-day International Business Conference to educate attendees – both students and the wider public – about opportunities for studying and working abroad. For this year’s event, held in February, organizers wanted a giveaway that would encourage international travel and remind attendees of the information gleaned and the contacts made long after the conference was finished.

Presenters come from all over the world to speak on a variety of topics, from the benefits of study abroad experiences, to growing a business from a local entity to a global corporation. “It’s part outreach to teach students and the community about global business practices, and part promotion for study abroad opportunities,” says Kerr, who worked with the school to design vinyl passport covers as a logoed giveaway to attendees.

The school’s student demographic also reflects Chicago’s diversity; according to U.S. News & World Report, NEIU is one of the most ethnically diverse universities in the country. “The conference attendees are globally diverse, coming from the U.S., Europe, Asia, Australia and South America,” says Kerr. “The branded passport covers appeal to international business people as well as a diverse group of college students considering overseas travel and starting international business careers.”

Kerr ordered 600 pieces of the vinyl Passport Holder from Ferber Plastic Manufacturing Co. (asi/53950) as a giveaway for attendees, and had them shipped to his facility in Chicago, then brought them over to the customer’s offices. The 2017 event welcomed 950 people from the school and the general public.

“Attendees were pleasantly surprised to receive the branded passport cover when walking in to the main hall,” says Kerr. “Speakers discussed international travel, study and business, so the passport cover was a great gift for people who will, no doubt, be using their passports soon.”

The Takeaways

  1. Consider products that will appeal to a niche interest at a specific event.
  2. For a large group, suggest items at a low price point with a striking imprint.
  3. If the client is close by, drop off the items personally to establish goodwill.