Capital University launched a social media campaign called "Will You" to engage accepted students and boost enrollment. They created a microsite promoting why students should choose Capital, drove traffic through social media and chalkboards on campus, and had admission counselors directly message and friend students on Facebook to build an online community. This resulted in their Facebook page gaining more fans than ever before in 24 hours and exceeding their enrollment target for the year, even as other private schools saw declines.

1. COLLEGE
CONNECTED
How social media turned
Capital University students
into brand ambassadors.
Getting Results Matt Yuskewich
with Social Media 6.18.09

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. ABOUT OLOGIE | Our Client

4. STRATEGY | Value Proposition
Core attribute: Core benefit:
Capital University So students
provides a become
Focused Purposeful
Path Leaders

6. MICROSITE

7. MICROSITE | willyou.capital.edu

8. MICROSITE | Embedded YouTube Video

9. MICROSITE | Facebook Integration

10. MICROSITE | Facebook Page

11. MICROSITE | Flickr Feed

12. MICROSITE | Flickr Tagged Search

13. MICROSITE | Customized Backgrounds

14. DRIVING TRAFFIC

15. DRIVING TRAFFIC | Sidewalk Chalk

16. DRIVING TRAFFIC | URL on Chalkboards

17. DRIVING TRAFFIC | Flyers

18. DRIVING TRAFFIC | Desktop Backgrounds

19. RECRUITMENT

20. 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

21. RECRUITMENT | Expanding The Audience

22. RECRUITMENT | Expanding The Audience
FACEBOOK
COMMUNICATIONS PLAN:
• Counselor invitation
• Share Capital Facebook page
• Event invitation for “College
Choice Day”

23. 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.)

24. RECRUITMENT | Building The Community

25. RECRUITMENT | Adding Relevant Content

26. RECRUITMENT | Creating An Event

27. RESULTS

28. 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.

29. RESULTS | The Numbers

30. RESULTS | The Numbers
Number of “Will You”
140 statements left on
Facebook page

31. RESULTS | The Numbers
Capital was able
to exceed target
enrollment — in
100%+ a year when most
private schools
were forced to
accept lower
numbers.

32. RESULTS | The Numbers
Total unique visits
120,000 to microsite
in 3 months.

33. THE BIG PICTURE

34. Thanks for your time