Grassroots Marketing

UM Marketing has developed grassroots marketing modules based on the standardized pairing of media and distribution channels. An example of a grassroots marketing module would be post cards distributed nationally through cafes. Patrons frequenting cafes are exposed to branded post cards, which are hand-distributed free of charge by thousands of café operators.

Grassroots marketing modules are ideally suited for cost-effectively reaching a targeted demographic to increase brand exposure at a grassroots level. Clients can use pre-set media and distribution channels, while having full control over content appearing in the media. For example, to promote an educational website dealing with sexual health and well-being, The Society of Obstetricians and Gynaecologists of Canada (SOGC) used one of UM’s grassroots marketing modules to effectively connect with the highly fragmented and difficult to reach 24-30 demographic. In this case, UM distributed one million coasters to bars, pubs and clubs across the country, used when serving beverages to patrons. The coaster campaign has created extremely high recognition among 24-30 year olds for the website, significantly increasing traffic flow to this site.

UM Marketing provides grassroots marketing modules for targeting a variety of market segments, some of which are listed below:

  • Branded book covers are distributed nationally to elementary or high school students. Book covers help protect the value of books, while providing advertisers with the opportunity to increase their exposure in a key youth market for the entire school year
  • Branded mouse pads are placed in computer labs throughout campuses in the U.S. or Canada
  • Branded agenda planners are distributed to offices, high schools or colleges nationally or regionally.
  • Branded drink coasters are distributed nationally and used in bars, clubs and pubs.
  • Branded posters are placed nationally throughout college and university campuses in the U.S. or Canada. Typically used in promoting products and events, clients provide poster content and can specify the size of the poster for their particular postering campaign.
  • Student memo boards are distributed nationally at college and university dorm rooms in U.S. or Canada. Research indicates that, on average, three students view the memo board three times daily over the course of the academic year.

UM Marketing’s grassroots marketing modules have been created to increase brand exposure, website traffic, trial purchases and acquisitions. Clients include Follett Higher Education, Campbell Soup Company, and Sony Electronics [see case studies overview], to name just a few.

To talk to a UM Marketing representative about our creative and effective grassroots marketing modules, please call this toll free number 1.877.893.8661, or email us at