This document outlines social media marketing campaigns for UC Berkeley. It discusses creating a Cal-specific Snapchat filter to encourage applications, a squirrel-POV campus tour video game on Facebook, and themed Instagram posts. The Snapchat filter would turn users' faces into the school mascot and be included in admission letters. The video game would provide campus tour facts from a squirrel's perspective. Weekly Instagram themes would feature campus locations, classes, and student life. The goals are to increase brand awareness, interest, and an engaged digital community through innovative content on key platforms like Snapchat, Facebook, and Instagram.

1. UC Berkeley UGBA 198
UC Berkeley
Project Director: Julian Gamboa
Project Manager Corey Lowe
Project Lead: Hyerang (Helen) Youn
Team : Jade Wong
Jesus Serna
Seohyung (Dylan) Koo

2. UGBA 198UC Berkeley
Goals:
Increase campus & brand awareness
to create interest and culture for the university

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Target Audience:
High school upperclassmen Snapchat
Exchange students Snapchat, Facebook
Transfer students Snapchat, Facebook
International, foreign students Snapchat, Instagram
Currently enrolled students Facebook, Instagram
Potential graduate students Instagram
Faculty Instagram

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Mission Statement:
"The distinctive mission of the University is to serve society as a center of higher learning,
providing long-term societal benefits through transmitting advanced knowledge, discovering
new knowledge, and functioning as an active working repository of organized knowledge. That
obligation, more specifically, includes undergraduate education, graduate and professional education,
research, and other kinds of public service, which are shaped and bounded by the
central pervasive mission of discovering and advancing knowledge."
— The University of California Academic Plan, 1974-1978

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Prompt:
Asses if omni channel content strategy is best for your assigned company.
How can your company create more innovative ways to engage their audiences on the digital end?

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Metrics:
Snapchat Facebook Instagram
Subscribers 6K 87.4K450K

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#1 Cal Facefilter Campaign
Objective: To encourage student application and interest to UC Berkeley
by producing a Cal-specific Snapchat face- filter!
Target audience: High school students and potential applicants (including
transfers) to UC Berkeley.
Application: Send a special Snapchat unlock code in all letters of admittance

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#1 Cal Facefilter Campaign (cont.)
Features:
1. Cute Oski stickers in the background
2. Turns the user’s face into Oski!
Admitted Golden
Bear
[ WELCOME TO
CAL ]

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#1 Cal Facefilter Campaign (cont.)
Expected Outcomes:
1. More applicants to UC Berkeley
2. Increase in school’s popularity (We are the only school in the nation that gives out a cute face-filter
to all admits!)
3. Viral marketing through users sharing their Cal-selfies on social media.

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#2 Squirrel p.o.v campus tour video game
Objective: Increase campus awareness and engage potential interest parties through interactive campus
tour from squirrels’ point of view
Feature: Berkeley campus tour in video game style and Popping historical or fun facts from acorn at
signature campus spots
Application: “Finding acorn” aka revealing facts of campus attractions
Upload 5 seconds preview video onto Facebook page

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#2 Squirrel p.o.v campus tour video game

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#2: Squirrel p.o.v campus tour (cont.)
FUN FACT: Sather Gate
served as a creative
inspiration for Pixar
film, “Monster
University”in 2013!

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#3 Themed Instagram

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Weekly Themed Instagram
Objective: To engage currents students, faculty, and potential students with weekly themed content on
the UC Berkeley Instagram.
Feature: Distinct weekly images of favourite restaurants near campus, best study spots on campus,
favorite classes, coffee shops, best boba, resident halls, campus clubs.
Application: Having a collage of student taken themed photos for a week’s worth of content.

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Key Takeaways
1. Produce viral contents and create a lively digital community in Berkeley.
2. Start campaigns that would differentiate University of California, Berkeley from other universities.
3. Approach new incoming students in more creative ways.
4. Engage students and faculty through interactive digital platforms.

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Q & A
Thank you!