The document describes a digital campaign called "Fresh Start" conducted by a university to engage with new students. It included a blog providing advice to students, social media accounts on Facebook, Twitter and Pinterest, and emails sent to new students. Analytics showed the campaign was successful in driving traffic to relevant web pages and increasing social referrals around the start of the academic year.

1. A fresh start:
Digital campaign
Photograph taken by our in-house photographer
as students arrived in Freshers’ week

2. A fresh start blog

3. Sample Fresh
Start blog post
showing how we
offered advice in
a friendly, down
to earth tone.

4. Sample Fresh
Start blog post
showing content
produced by a
current student

5. Word cloud from
all our Fresh Start
blog posts

7. Sample Facebook posts

9. Some examples of our engagement
with students via our Freshers
Facebook page

10. Facebook Insights showing the surge
in likes following A Level Results Day
in Aug 2012

11. Facebook Freshers page fan
demographics

12. @UoNFreshers
Twitter account

13. Use of #UoNFreshers
hashtag by students
and other University
departments

14. Some sample tweets
from new students

15. Freshers’
board on
Pinterest

17. Cross-channel promotion
University
website
home
page

18. Promotion of the
project using links
and QR code in our
print Welcome
Guide mailed to all
UK students and
emailed in PDF
format to all
international
students.

19. Email sent to all new
students (around 7,200) prior
to starting. There were 5,380
click throughs from this and 2
other emails sent in
September 2012.

20. Outcomes
Google Analytics results showing key search terms for new students for the week following
A Level Results Day 2012 compared to the same period in 2011. “Portal” refers to the
University’s student intranet used by new starters and current students.

21. Outcomes
Google Analytics showing rise in referrals from social media to the University website
between 2012 and 2011.

22. Outcomes
Google Analytics showing rise in traffic to New Starters web pages for the week following
A Level Results Day in 2012 compared to the same period in 2011.

23. Outcomes
Google Analytics graph showing page views for the Fresh Start blog with an early peak on
A Level Results Day followed by a larger peak in mid-September when our main email
went out to new starters.

24. Thank you for listening
blogs.nottingham.ac.uk/freshers2012
facebook.com/UoNFreshers
@UoNFreshers #UoNFreshers
http://pinterest.com/uniofnotts/freshers/
https://foursquare.com/uniofnottingham/lists/

25. A fresh start: Digital campaign
Photograph taken by our in-house photographer
as students arrived in Freshers’ week