Alloy Buys Student Advantage's OCM Direct Unit

Share this content:
Youth marketer Alloy Inc., New York, announced yesterday its acquisition of Student Advantage Inc.'s OCM Direct subsidiary, which provides college- or university-endorsed products such as residence hall linens, care packages and diploma frames.


The acquisition, valued at $15.6 million, is expected to complement Alloy's on-campus marketing activities.


"We want to help it sign up more colleges and universities to use as marketing partners," said Alloy's chief financial officer, Sam Gradess. "It has nearly 1,000 [partners]." There is "no stated goal" regarding the number of partners the company wants to add, he said.


"We just want to see that number increase and expand the products they offer," he said. "It's a strong, growing, positive cash flow business with good growth prospects. It further extends our college- and university-based marketing franchise."


Plans include continuing to use the OCM name and keeping it based in Bethesda, MD. It has about 140 employees.


"It's a well-run unit, and at this point we want to see them manage themselves," he said. "They will be reporting to our executive management. There will be efforts to evaluate and create synergies between both college marketing businesses. They have a good team. We're keeping the entire senior management team in place."


Alloy's efforts include running a program called Campus Trial Pak. It is a sampling program conducted on behalf of its major advertising clients that reaches more than 2 million college students yearly when they return to school in the fall.


Alloy has about 700 employees, including 250 at its New York headquarters.


Loading links....
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here