The document describes Loughborough University's 2014 social media campaign during clearing to attract students. The campaign, called #IAMIN, encouraged current and prospective students to post selfies on Twitter and Instagram using the hashtag. It was a success, driving over 470,000 impressions and 51,000 visits to the university website on the busiest day. The low-budget campaign achieved its goals of raising the university's profile, driving traffic, and encouraging student engagement both during clearing and afterwards for future recruitment cycles. The hashtag and framing devices used in the selfies were later adapted for additional orientation and welcome events.

1. #IAMIN
The Guardian University Awards 2015 –
Best Marketing & Comms Campaign

2. Online context – a few stats
How the world uses Twitter 2014-15 Hubspot

3. Online context – a few stats
How the world uses Twitter 2014-15 Hubspot

4. Online context – a few stats
How the world uses Twitter 2014-15 Hubspot

5. Online context – a few stats
How the world uses Twitter 2014-15 Hubspot

6. Online context – a few stats
How the world uses Twitter 2014-15 Hubspot

7. The Problem
 A dip in the proportion of conditional
firm applications and in international
numbers.
 Gaps in some subject areas.
 University focus on ABB – Quality.
 Serious competition at a crunch point
in the cycle.
 A limited budget.

8. Aims and Objectives
 Achieve cut-through without a large
budget on the busiest day of the
University recruitment year.
 Hit stretch targets for ABB+ students.
 Pilot a new University wide approach
to digital/social and secure senior level
buy-in.
 Build profile and feed next year’s
recruitment cycle via content creation.

9. The Campaign
 Designed to raise Loughborough’s profile
at a busy period.
 Drive traffic to the website.
 Increase calls to our Clearing hotline.
 Encourage students to spread the word
and generate an online buzz and
excitement.
 Involved people across the University
and others beyond campus.

10. Clearing 2014
Video Removed for file size

11. Social Media Campaign

12. Social Media Campaign
Clever social media campaign from @lborouniversity
for the A-level results day… check out #IAMIN
(Presenter/Producer, ITV News Central)
@EmmaJ70 it’s the stand out results day comms
activity I’ve seen. Nice work!
(Pamela Agar, Head of Digital and Creative Media, Imperial College)
This selfie campaign really took off @LoughboroughSU:
Great to have @NickyMorgan01 visit #WEAREHERE
(Phil Baty, Editor of the World University Rankings, Times Higher Education)

13. Results
 During Clearing, we had 51,000 unique
external visits to the website and a total
of 70,000 page views.
 470k plus impressions on Twitter on
Thursday 14th alone.
 Unexpected and massive engagement
across existing staff and student base
as well as with new students.
 Spin-out campaigns for Freshers
and beyond.

14. Results

15. ROI

16. Additional Outcomes
 Nicky Morgan MP and Secretary of State
for Education supported the campaign.
 The campaign was adopted in the Finance
Office and others across campus.
 Even staff pets got in on the action!

17. Additional Outcomes
 #IAMHERE #WEAREHERE
Taking engagement to the next level
during Fresher’s Week.
 Giant frames and more mini frames
allowed people to really feel like they were
part of the Loughborough community.
 Staff, Students’ Union, guests, the student
body and even celebrities got involved!
 Welcome events were arranged with the
Students’ Union and hall reps.

18. Additional Outcomes
 Intended to engage students but staff
wanted to be pictured in our giant frames.
 Hashtag adapted with bolt-ons such as
#WEAREHERE TO HELP.
 Partnership between the University
and Students’ Union.

19. Video Removed for file size

20. #InspiringWinners
since 1909
Thank you!
E.J.Leech@lboro.ac.uk
@EmmaJ70