Capital University's "I Will" Campaign

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Ologie presents "College Connected: How social media turned Capital University students into brand ambassadors" at the Columbus Chamber's event, "Getting Results with Social Media

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Capital University's "I Will" Campaign

  1. 1. COLLEGE CONNECTED How social media turned Capital University students into brand ambassadors. Getting Results Matt Yuskewich with Social Media 6.18.09
  2. 2. ABOUT OLOGIE | Our Purpose Ologie is a different kind of branding agency. We help clients discover their authentic story and find their true voice.
  3. 3. ABOUT OLOGIE | Our Client
  4. 4. STRATEGY | Value Proposition Core attribute: Core benefit: Capital University So students provides a become Focused Purposeful Path Leaders
  5. 5. MICROSITE
  6. 6. MICROSITE | willyou.capital.edu
  7. 7. MICROSITE | Embedded YouTube Video
  8. 8. MICROSITE | Facebook Integration
  9. 9. MICROSITE | Facebook Page
  10. 10. MICROSITE | Flickr Feed
  11. 11. MICROSITE | Flickr Tagged Search
  12. 12. MICROSITE | Customized Backgrounds
  13. 13. DRIVING TRAFFIC
  14. 14. DRIVING TRAFFIC | Sidewalk Chalk
  15. 15. DRIVING TRAFFIC | URL on Chalkboards
  16. 16. DRIVING TRAFFIC | Flyers
  17. 17. DRIVING TRAFFIC | Desktop Backgrounds
  18. 18. RECRUITMENT
  19. 19. RECRUITMENT | Expanding The Audience THE CHALLENGE: convince accepted students to commit to Capital for the coming academic year • 5 admission counselors • 5,000 accepted students • 600 student commitment goal • 1 month timeframe
  20. 20. RECRUITMENT | Expanding The Audience
  21. 21. RECRUITMENT | Expanding The Audience FACEBOOK COMMUNICATIONS PLAN: • Counselor invitation • Share Capital Facebook page • Event invitation for “College Choice Day”
  22. 22. RECRUITMENT | Introductions Subject: Hi, I’m your Capital University counselor. Hey ______, My name is __________, and I’m your admissions counselor at Capital University. Any question you have about Capital (seriously, anything) I’m here to answer. I’m sending this email to remind you that the national deadline for enrollment is just around the corner — May 1. Don’t forget to submit a deposit. You can submit yours to Capital online here: www.capital.edu/deposits Also, the students on our campus just got involved in something I think is pretty cool (even the university administration got involved!) See it at willyou.capital.edu If you have any questions for me, the best place to reach me is on Facebook. Add me as a friend here: <link> Hope you’re having a great end to high school. Let me know what I can do to make your college choice an easy one. -_________ If you’d rather not get an email from me, I understand. Just reply to this message and type “no thanks” in the subject line. (That way I’ll find it easily.)
  23. 23. RECRUITMENT | Building The Community
  24. 24. RECRUITMENT | Adding Relevant Content
  25. 25. RECRUITMENT | Creating An Event
  26. 26. RESULTS
  27. 27. RESULTS | The Numbers In less than a day, our page gained #1 in more fans than any other Capital page , 24 hrs and our Facebook presence was 2nd only to Capital’s alumni group.
  28. 28. RESULTS | The Numbers
  29. 29. RESULTS | The Numbers Number of “Will You” 140 statements left on Facebook page
  30. 30. RESULTS | The Numbers Capital was able to exceed target enrollment — in 100%+ a year when most private schools were forced to accept lower numbers.
  31. 31. RESULTS | The Numbers Total unique visits 120,000 to microsite in 3 months.
  32. 32. THE BIG PICTURE
  33. 33. Thanks for your time

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