This document proposes a social media campaign to promote the inauguration of Agnes Scott College's 9th president, Leocadia I. Zak, on April 26, 2019. The three phase campaign would (1) promote the inauguration events in advance, (2) generate online engagement during the event through livestreams and social media, and (3) continue engagement after the event through a recap video. Key aspects of the campaign include graphic posts, livestreaming the ceremony, behind-the-scenes Instagram stories, and an inauguration hashtag. The goals are to increase engagement of alumnae and students, drive awareness, and promote the president's vision.
2. NAME OR LOGO 2
Opportunity
Agnes Scott College will be inaugurating
its 9th President, Leocadia I. Zak, on
Friday, April 26, 2019. The inauguration
will be held during Agnes Scott’s annual
Alumnae Weekend during which alumnae
return to campus to celebrate class
reunions.
Photo Credit: BYRON E. SMALL for https://www.bizjournals.com/
4. NAME OR LOGO
Value Proposition
Increase Alumnae
Engagement
Increase Student
Engagement
Drive Media and
Community
Awareness
Encourage Event
Attendance
Promote President
Zak’s Institutional
Goals
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5. NAME OR LOGO
Phase 1
Drum up excitement for the inauguration events
and increase attendance at those events.
Countdown Posts
#LeadingEverywhere
quotes from female
leaders across the
globe
Event Reminders
Graphics reminding
people to attend the
event 1 month, 1
week, and 1 day
before
Alumnae
Engagement
Share facts about
President Zak with
alumnae
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6. NAME OR LOGO
Phase 2
Generate online social media engagement for
those who are attending the inauguration or
who are unable to attend the event but are
following it remotely
Snapchat
GeoFilter
Event Live
Stream
Instagram Stories
Behind the
Scenes
Institutional
Goals Graphic
Posts
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7. NAME OR LOGO
Phase 3
Continue the engagement and enthusiasm from
the event day and to reach the wider
community
Recap Video
Highlighting
institutional goals and
key speeches
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9. Strategy Model
This campaign is broken into three phases to ensure success.
Phase 1: Event
Promotion
Driving awareness and
consideration of event
attendance and
participation
Phase 2: Day-Of
Promotion
Increasing online
engagement for those
attending or following
the event proceedings
Phase 3: Event
Recap
Continue the
engagement and
enthusiasm to reach the
wider community and
media
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10. NAME OR LOGO 10
Rhodes College
• Began event promotion 2 days prior on
Facebook
• Live streamed installation on Facebook
• Received 8.5k views
• 283 reactions
• Shared highlight video 1 week after
• Posted collection of photos on event
day to Instagram
• 924 likes
• Videos highlighting speeches posted on
YouTube Page
Benchmarks and CompetitiveAnalysis
Photo Credit: Rhodes College
11. NAME OR LOGO 11
Mount Holyoke
• Pre-Event Campaign “Celebrating
Mount Holyoke Leadership” launched
15 days before event
• Graphic posted each day before on
Facebook, Twitter, and Instagram
• Day of ceremony posted behind the
scenes photos on Twitter
• Branded quote graphics created and
shared to Instagram and Twitter
• Shared animated quote graphic on
Facebook with copy encouraging
people to watch the live-stream via the
Mount Holyoke website
Benchmarks and CompetitiveAnalysis
Photo Credit: Photo by Izzy Burgess at http://www.mountholyokenews.com
12. Timeline
○ March 25 – Event reminder posts scheduled for
one month before (3/26), one week before
(4/19), and two days before (4/24) the event
○ April 11 – Final hashtag selected and sent to those
printing the ceremony program for inclusion
○ April 11 – All phase 1 assets created and submitted
for review and approval
○ April 18 – All phase 1 assets scheduled for posting
through April 25th
○ April 19 – Begin phase 1 implementation on both
ASC brand and Alumnae networks
○ April 22 – Submit Snapchat GeoFilter for approval
by Snapchat
○ April 26 – Event Day
• 1 hour before ceremony – take behind the scenes
photos and prepare them for Instagram stories
• 30 minutes before ceremony – check livestream
settings and ensure set-up and audio is correct
○ April 30 – Recap video completed and submitted
for approval
○ May 3 – Recap video posted on Facebook and
YouTube
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13. Success Metrics
KPIs to Measure Campaign Success
Phase 1
Pre-Event Promotion
• Post Engagement
• Comprising likes, reactions,
comments, or shares.
Phase 2
Day-Of Promotion
• Post Engagement
• Comprising likes, reactions,
comments, or shares.
• Snapchat Geo-Filter Views
and Uses
• Live Stream Views
Phase 3
Event Recap
• Video views
• 3 second views and 10 second
views
• Audience retention
• show how long people are
engaging with the video and
what percentage of people
are watching the entire thing
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14. Budget and Investment
Cost or Considerations
Phase 1
• Graphic Creation Tool Free
• Time 2 to 6 hours
Phase 2
• Video Camera and Tripod Available through media services
• AJA U-TAP Connector $345
• Snapchat Geo-Filter $5 - $20 for the day, depending on radius selected
• Time 8 hours
Phase 3
• Video Recap Creation time 8-12 hours
• Research 281,250
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16. NAME OR LOGO
○ Low cost and minimal time investment
required
○ Reaches students, alumnae, and the
larger community
○ Covers before, during, and after the
event proceedings
Summary
Three reasons to choose this campaign
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