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In the fall of 2011, UCLA Marketing & Special Events embarked on an aggressive online and print campaign to help promote the awareness of UCLA mobile (http://m.ucla.edu) on campus, which was launched in Sept 2010. Prior to this marketing campaign, awareness relied mainly on word-of-mouth and self-discovery.
A 2011 annual tracking study done by UCLA Communications & Public Outreach had found that less than 4 out of 10 UCLA students and 1 out of 10 UCLA staff members had ever visited the UCLA mobile site. However, 96% of students and staff who visited the mobile site found it informative and useful.
The campaign consisted of a multi-channel approach, which included marketing through campus events, online and print using QR codes to measure direct engagement within offline mediums.