The document discusses the 2014 social media strategy of the UMass Football program. It faced challenges including decreased brand awareness after moving to the FBS. The strategy involved getting campus entities involved, telling the team's story through music and fan engagement on game days. Content included stats, academics, and community service highlights. Consistency and creative content across platforms helped grow the following significantly over the first year of the new strategy. Lessons included engaging fans, highlighting athletes off the field, collaborating with other teams, and providing consistent content.

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Case Study:
2014 UMass Football

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Ty Scheiner
@tscheine
@UMassFootball
Social Media
Director
Social Media
Manager
Grad Student, MBA
Candidate 2017

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2014 Umass Football Challenges
▪ Decrease in brand awareness & fan support
•Jump from Football Championship
Subdivision (FCS) to Football Bowl
Subdivision (FBS)
▪ Disconnect between Football team and other
campus entities
▪ Deflecting negative on-field attention
▪ Coaching Transition
▪ No true social media strategy
@UMassFootball

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Getting All Of The Campus Involved
▪ “Buy In” from the coaches
▪ Involve other campus communicators
•Academia
•Admissions, NSO groups
•Band, Cheerleading, Dance Team
•Student Groups
▪ Alumni
▪ Fans
@UMassFootball

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Telling a Story Through Music
▪ Created Snapchat
account
▪ Incorporate Music
into strategy
▪ Snapchat Videos
•SMC
▪ Team Chemistry &
Culture
@UMassFootball

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Telling a Story With Our Fans
▪ Game Day Snapstories
@UMassFootball

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Telling a Story Community Service
▪ Partnered w/ Team Impact
▪ Boys and Girls Club
▪ Bone Marrow Drive
@UMassFootball

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Engaging Content
▪ Informative
•Devoted Football Fan
•Stats, Awards, Performance
•Casual Fan
•Fun videos
•Student Athlete Success
•Future Fan
•NSO
@UMassFootball

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Engaging Content: Stats
@UMassFootball

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Engaging Content: Stats
@UMassFootball

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Engaging Content: Sam Minuteman
@UMassFootball

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Engaging Content: Academics
@UMassFootball

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Engaging Content: Academics
▪ High engagement
▪ Resonates with each
audience
•Students, Fans,
University, Parents
▪ Important for Recruiting
@UMassFootball

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Building Campus Community
▪ New Students
▪ Residential Life
▪ Sustainability
▪ EPA GameDay
@UMassFootball

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Providing Consistent Content
@UMassFootball
#WorkoutWednesday #ThrowbackThursday #FridayFocus

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Recruiting
▪ SI Graphic Covers:
•Get Recruits excited
•Feel special
•Something they can ‘show
off’ to their friends
•Encourage to engage with
us socially
▪ Signing Day Coverage
•Highlight incoming class
•Educate fans on players
@UMassFootball

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Recruiting
@UMassFootball

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2015 Preview
@UMassFootball

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First Year Results
Growth
•Facebook
•Increased 19%
•Twitter
•Increased 41%
•Instagram
•Increased 418%
•Snapchat
•Increased 562%
Engagement
▪ Game Day Content
•Post Game From
Whip
▪ Weekly consistent
content
▪ Off-field content
▪ Fun/Engaging
Content
@UMassFootball

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What We Learned
▪ Engage/Respond to fans
▪ Highlighting the athletes off the field
•As students, study hall, community service
▪ Utilize Sam and humor
▪ Collaborating with other teams
•Dance, Cheer, Band, SGA (EPA Challenge)
▪ Fans liked consistent content
▪ Be creative & timely
▪ Winning always helps!
@UMassFootball

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Mascot: Sam The Minuteman
•Bring personality to the UMass brand
•Engaging
• Prospective students
• Current
• Faculty
• Alumni
•Raise awareness for other campus departments
• Sustainability, Research, Amazon
@Sam_Minuteman

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Mascot: Sam The Minuteman
@Sam_Minuteman
- Listen & Engage with audience
- Be genuine
- Encourage conversation

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Mascot: Sam The Minuteman
@Sam_Minuteman
Over 10,000 reach
4,000 views
Over 250 engagements

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Mascot: Sam The Minuteman
@Sam_Minuteman

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2015 Preview
•Snapchat
•Filter
•NSO - Snapchat Stories
•Dubsmash
•Release during training camp
•Student Athlete
•New Version
@UMassFootball

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2015 Preview
@UMassFootball

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Questions?
@UMassFootball