I Am A Red Raider: A Marketing Campaign Designed with Engagement in Mind

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In many instances, social media is an after thought when creating a marketing campaign, leading to messaging that isn't a perfect fit. When creating a new marketing campaign, the marketing team at Texas Tech University decided to use a concept that would inherently lead to social media engagement through both traditional and digital marketing tactics. Texas Tech chose to tell individual stories of faculty, staff, students and alumni, while also accepting submissions from readers of their stories to continue telling the story of being a Red Raider. In addition, many departments and areas of the university were able to use the messaging to continue the campaign, including a natural translation for new students and athletics, different areas supporting current students, and the fact that alumni will always be Red Raiders. The results from this campaign have been staggering, with national press from two digital billboards in Times Square and the announcement of it on a variety of social media channels, to the sheer number of times the #IAmARedRaider hashtag has been used, and the stories being told through it, the campaign has been extremely successful. Thanks to the social media component, this campaign has worked its way into daily interaction with Texas Tech.

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  • How did we decide on something that would reach all of those target audiences, and have them engage with it.
  • All all of campus to incorporate, as much as possible
  • Use 90th Anniversary Imagery

    Brought a lot of different areas together, marketing, designers,

    90th anniversary almost completely social and how led to understanding how social could go so far
  • Call to Action that was more than dropping someone on a homepage, it allowed the participation we really wanted
  • Call to Action that was more than dropping someone on a homepage, it allowed the participation we really wanted
  • Every day concept, we feature prominent alums, but it from CEOs to school teachers, we’re all red raiders

    Knowing audience
    Building audience
    Not an execution, it was part of the strategy from the beginning
    responding
  • Play the ad
    Armen Williams later
  • Play the ad
    Armen Williams later
  • Allowed us to tell more about the ads

    Enthusiastic, however, did not make for fantastic stories

    Mary Dale Buckner and her grandson andrew
  • Allowed us to tell more about the ads

    Enthusiastic, however, did not make for fantastic stories

    Mary Dale Buckner and her grandson andrew
  • Self mailer

    Schools Apps

    Monitored, retweeted and replied, giving admitted students the feeling of recognition
  • Self mailer

    Schools Apps

    Monitored, retweeted and replied, giving admitted students the feeling of recognition
  • Former student athlete? Iffy Okafor

    Hance and his selfie, did he use the hashtag?

    Don’t be possesive, allow your audiences, all of your audiences to take ownership
    Small budget, creative ways

    Twitter and facebook ads

    Concentrated effort to show as many areas of campus as possible, allowed for it to appeal to so many people
  • Airport
    Billboards – include digital billboards
    Include bowl game in this
  • Airport
    Billboards – include digital billboards
    Include bowl game in this
  • ×