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2014 Social Media
Awards Submission:
“Portland State of
Mind” + Instagram
Contest
Breaking Social
In the Trenches
Just ‘Ca...
Entry Info
• Campaign: “Portland State of Mind” + Instagram Contest
• Client: Portland State University
• Company: Portlan...
Qualitative & Quantitative Objectives
• To launch and draw public attention to the annual Portland
State of Mind campus ce...
Target Audience
• Prospective PSU students: The campaign strived to give this audience
a sense of what life is like on cam...
Challenges
• Portland State of Mind is a new campus tradition started in 2012
• Limited promotional budget
• Limited buy-i...
Campaign Strategy,
Deliverables, Tools &
Tactics
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Results
Results: Event Awareness
• Highly successful events were held during Portland State of
Mind
• 39 departments hosted their ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Results: Promotional Reach
• Oregonian – 126,959
• OPB Radio – 364,000
• Pamplin Media Group – 331,160
• Portland Mercury ...
Results: Online Engagement (Instagram)
• PSU’s Instagram site grew in following
- 0 to 500 (October 2012)
- Over 600 new f...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner ...
Results: Online Engagement
• Campaign + contest website views – 15,270
• Promo YouTube video views – 3,007
• Tumblr reblog...
Overview
Overview
Overview
More info about PSU’s social media
pdx.edu/connect/l
ogin-and-link-up
SoMe 2014 Submission: Portland State of Mind
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SoMe 2014 Submission: Portland State of Mind

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Portland State University's 2014 Social Media Awards submission for the "Portland State of Mind + Instagram Contest" held in October 2013. To learn more about PSU social media, please visit: http://www.pdx.edu/connect/login-and-link-up

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Transcript of "SoMe 2014 Submission: Portland State of Mind"

  1. 1. 2014 Social Media Awards Submission: “Portland State of Mind” + Instagram Contest Breaking Social In the Trenches Just ‘Cause Go Local House Party Dream Team ET Phone Home The Unsung Hero
  2. 2. Entry Info • Campaign: “Portland State of Mind” + Instagram Contest • Client: Portland State University • Company: Portland State University (in-house team) • Location: Portland, OR • Project leads: • Christian Aniciete, social media coordinator • Julie Smith, director of marketing • Kenny Dow, athletics marketing director • Tom Bull, alumni executive director
  3. 3. Qualitative & Quantitative Objectives • To launch and draw public attention to the annual Portland State of Mind campus celebration from October 18 to 27, 2014 – “10 days of serious fun” • To inspire online engagement - To invite user-generated content through an Instagram contest to help tell the story of “Portland State of Mind” - To generate 100 Instagram submissions tagged #PSOM - To grow PSU’s new Instagram presence by 100 new followers - To cross promote among PSU social media channels including Facebook and Twitter • To build PSU pride
  4. 4. Target Audience • Prospective PSU students: The campaign strived to give this audience a sense of what life is like on campus through photos that range from an afternoon at PSU’s Park Blocks to a student event on campus. User- generated photos such as the ones submitted in the contest helped generate excitement that is authentic and genuine – far more personal than a glossy marketing brochure about PSU • Current PSU students: As current college students are overloaded with social networks heavy on text, PSU’s Instagram site offers a visual alternative to showcase campus life from the mundane (ie. an afternoon in the cafeteria) to exclusive, behind the scenes happenings (ie. meet and greet with Anderson Cooper, who was a keynote speaker during “Portland State of Mind”) • Alumni: PSU’s Instagram site allows alumni to connect with their alma mater visually, create nostalgia, and inspire them to donate to the school someday • Local Portland community
  5. 5. Challenges • Portland State of Mind is a new campus tradition started in 2012 • Limited promotional budget • Limited buy-in from PSU leadership • Urban 49-acre campus right in the heart of Portland • 30,000 non-traditional students (average age is 26) • Young campus (founded in 1984) with limited traditions • Based on public perception survey, PSU lags behind traditional university measures of “athletic,” “pride,” “well-respected” and “young” when compared to Oregon State and University of Oregon (domestic competitors) and Arizona State (similar urban institution)
  6. 6. Campaign Strategy, Deliverables, Tools & Tactics
  7. 7. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond • A campus and city-wide scavenger hunt kicked off the campaign • Nearly 100 students and Portland citizens registered to solve campus and downtown Portland clues • At each location, they took a photo of themselves with a Portland State of Mind prop to prove they were there and posted it to Twitter/Instagram with the hashtag #PSOMHunt and #PSOM Scavenger Hunt
  8. 8. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond Scavenger Hunt
  9. 9. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond Video • A promo video was created in-house and uploaded on YouTube; a 15-second cut was uploaded on Instagram • The video has generated over 3,400 views since September 2013 • The video can be found on youtube.com/portlandstateu and instagram.com/portlandstate
  10. 10. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond Campaign website Scavenger Hunt • A website was built in-house to promote the campaign • www.pdx.edu/insidepsu/portla nd-state-of-mind • The website featured the promo video, 50+ event listings, and links to a merchandise online store and contest page
  11. 11. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond Contest website Scavenger Hunt • A contest website was built as part of the Portland State of Mind campaign • The contest page included instructions, prizes information and terms and conditions • The contest page embedded the most recent Instagram photos tagged #PSOM, #GoViks and #PortlandState • The first 100 participants received a special T-Shirt
  12. 12. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond Posters • Over 500 of these 11x17 posters were created in-house and distributed throughout the PSU campus • The posters also were distributed throughout the city of Portland including restaurants and businesses • The poster prominently called out the Portland State of Mind contest
  13. 13. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond Handbills • Over 1,000 of these handbills were distributed all over the PSU campus and the city of Portland, including restaurants and local businesses • Placed on front desks in various offices at PSU, these handbills were made available to students, faculty, staff and community members to pick up to learn not only about the events taking place during the Portland State of Mind, but most importantly the photo contest
  14. 14. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond Newspaper • This was an insert in the PSU Vanguard, Portland State’s student newspaper • The student publication has a circulation of over 5,000 and is distributed for free all over the campus
  15. 15. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond Newspaper • A two-page spread insert was developed in-house for The Oregonian, the largest newspaper in the state of Oregon • The insert advertised the Portland State of Mind celebration and the Instagram photo contest
  16. 16. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond Promotion
  17. 17. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond Promotion
  18. 18. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond Promotion
  19. 19. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond • The first 100 participants of the Instagram contest won an exclusive Portland State of Mind shirt • Shirts that featured over 10 other in-house produced iconic Portland State of Mind designs were sold at all events and online at pdx.edu/shop Merchandise
  20. 20. Results
  21. 21. Results: Event Awareness • Highly successful events were held during Portland State of Mind • 39 departments hosted their own events • 10 student groups hosted their own events • A total of 67 events were held • Based on surveys and ticket admissions, there were a total of 14,000 participants • The campus celebration generated $20,250 in sponsorships • Generated $8,800+ media in kind • Generated $84,000 earned media
  22. 22. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond
  23. 23. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond
  24. 24. Results: Promotional Reach • Oregonian – 126,959 • OPB Radio – 364,000 • Pamplin Media Group – 331,160 • Portland Mercury – 161,500 • PDX Pipeline – 150,000 • PSU Vanguard – 6,000 • PSU Magazine – 120,000 • Inside PSU eNews – 29,000 • Evites – 42,740 • Outdoor – lights, banners, delivery cart • Street Car – inside, reader boards, case • Facebook – 132,929
  25. 25. Results: Online Engagement (Instagram) • PSU’s Instagram site grew in following - 0 to 500 (October 2012) - Over 600 new followers (a 220% increase in October 2013) - Currently 3,1300+ followers (to date) • Generated over 800 user-generated photos tagged #PSOM - This was 200+ more from the previous year: a 233% increase • Over 15,000 user-generated photos tagged #PortlandState and #GoViks combined. - This was about a 500% increase from October 2012 (3,000 photos at the time) • PSU social media fans on Facebook, Twitter and Instagram voted for the top 3 photos to win grand prize items based on total number of “likes”
  26. 26. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond
  27. 27. Overview • Discover your online presence • Improve your story on external and internal web sites • Engage fans and garner user-generated content • Monitor and respond • The first 100 participants in the contest received a free PSU shirt • Out of 800+ submissions, PSU social media fans on Twitter, Facebook and Instagram voted for their top 3 favorite photos • Winners received prizes donated by local businesses like backpack, iPods and gift certificates
  28. 28. Results: Online Engagement • Campaign + contest website views – 15,270 • Promo YouTube video views – 3,007 • Tumblr reblogs – 38 • 500+ new fans on Facebook • 500+ new followers on Twitter • Twitter highlights • @RogueAles retweet – 55,000 followers • #SimonBenson2013 trended • @OKGo tweet – 1,000,000 followers
  29. 29. Overview
  30. 30. Overview
  31. 31. Overview
  32. 32. More info about PSU’s social media pdx.edu/connect/l ogin-and-link-up
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