The UC Berkeley content marketing project aims to enhance engagement through targeted campaigns for prospective students, current students, and alumni. The current strategy leverages various social media platforms, with a recommendation to focus more on Snapchat to attract a younger audience and improve interaction. Key goals include attracting new students, engaging current ones, and leveraging the alumni network for broader outreach.

1. UC Berkeley Content Marketing
Project Director: Julian Gamboa
Project Manager: Corey Lowe
Team: Sumesh Rawal, Rebecca Freed,
Julian Glina, Fernanda Mendoza, Michelle Sullera, Zoe Ward

2. Agenda
❖ Background
❖ Current general Marketing Strategy
❖ Omnichannel Content Strategy
❖ Competitor Analysis
❖ Goals/Recommendations

3. Background on UC Berkeley
● #4 Global University
● 30 Nobel Prizes held by alumni
● 7 Nobel Prizes by current faculty
● 15 National Medals of Science held by
faculty
● Founded in 1868
○ First of the UC Campuses
● U.S. News ranks UC Berkeley as
○ #1 in Top Public Schools
● Admit Rate: 18%

4. Berkeley’s Goals
0
1
Prospective Students
● Create campaigns specifically
targeted for prospective students
● Incentivize high school students to
follow Berkeley social media
0
2
Current Students
● Provide a community where
students can excel academically
● Allow for seamless movement &
communication involving news or
events
0
3
Alumni
● Maintain involvement with the
campus and students
● Build upon an already large global
alumni network
0
3

5. Current Market Strategy
1
Facebook
❖ Used for perspective,
original content,
announcements
❖ 464,970 people “like” the
page
2 Instagram
❖ Focus on current student
perspectives, #BerkeleyPOV
❖ 96.2k Followers
3
Twitter
❖ Interactive platform used to
directly communicate with
followers
❖ 143k Followers
4
Snapchat
❖ Interactive filters shared
with students to build
connections
❖ on campus to promote
events

6. Current Omnichannel Content Strategy
Focus on Snapchat and InstagramCurrent: separation between platforms in
representation of berkeley

7. Comparison to competitor
UCLA : 464k likes (FB), 159K followers (IG)
Facebook comparable in likes, look at instagram to see where competitors are doing
better and where UC Berkeley could improve on.
Snapchat: hard to tell (followers, not listed).
The Berkeley and UCLA instagram accounts almost exactly the same
UCLA slightly better curated photos
Unofficial account that has @ucberkeley handle whereas ucla has the @ucla handle. Split following.

8. Recommendations
● Focus on snapchat to reach younger generation. Create live
stories on campus engaging with students
● Continue to highlight and collaborate with campus
organizations
● Simplify daunting Cal student body with infographics and
more multimedia use

9. Goals To Improve Current Strategy
1. Attract potential new
students
2. Engage with current
students
3. Leverage alumni network

10. Roll Out Strategy
The audience the school is targeting i.e. younger generation’s, are shifting more and more towards
Snapchat as a result marketing Snapchat should increase. Increase campaigns that reach across the
platforms but require you to follow snapchat, partner with student store and give away free cal gear
at location disclosed on snapchat, an increase in interactive filters/geotags
Incorporate videos of short interviews with current students/alumni on the facebook page, on
instagram #BerkeleyPOV edits done by the students.
*user generated content because hashtags aren’t popular on FB. Possible giveaways cal gear, season
tickets etc. (GoPro model).
Taking inspiration from HQ Trivia/Jeopardy, host a Cal trivia show have different members
compete or a live competition (more difficult)

11. Thank you.