In 2011, UCLA launched a comprehensive marketing campaign to enhance awareness of its mobile website among students and staff, achieving significant engagement through various campus events and print materials. The campaign utilized QR codes for direct tracking, resulting in a 122% increase in pageviews and positive feedback regarding the website's utility. Key promotional efforts included information booths at major events and strategically placed kiosk posters, which successfully encouraged exploration of the mobile site functionalities.

1. UCLA Mobile QR Code Marketing Campaign
Events
Graduate Student Orientation Fair
Enormous Activities Fair
Print
Kiosk posters
Daily Bruin Ad
Table Tents in dining halls
Residence Halls posters
Wallet Cards
Online
MyUCLA Spotlight
DailyBruin.com Banner Ad
Bruinwalk.com Banner Ad
Event Poster
Kiosk Poster
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.

2. 2
Events
In September 2011, two major events were targeted on campus to help create awareness for new students.
Information booths were setup with a giant poster and wallet cards were passed out that contained QR codes
encouraging students to explore UCLA mobile. Additional wallet cards were also distributed to various campus
partners such as Transportation and the Library.
Graduate Student Resource Fair
The Graduate Student Resource Fair is part of
Graduate Student Orientation for all new graduate
students at UCLA. The event, held in Ackerman
Grand Ballroom, attracts departments and
resources centers from around campus and
provides graduate students with information about
campus resources and support services.
Enormous Activities Fair
The Enormous Activities Fair is held each year in Royce Quad and
Wilson Plaza during zero week for students. The event attracts
thousands of students who come to find out more about organizations
they can get involved, with over 400 student organizations being
represented.
Students were very interested in trying out the mobile website and
happy to learn about the useful features it provided such as the
BruinBus schedule and Campus Map. Many were also pleased to find
out that it worked on any device and no app was required.

3. 3
Print
Kiosk Posters
16 kiosk posters were strategically placed around campus focusing on
4 specific functions of UCLA mobile: BruinBus, Happenings, Maps, and
News. Each kiosk poster also contained its own unique QR code that
when scanned sent additional information on its exact location,
allowing for precise tracking within Google Analytics via Campaigns.
Kiosk 23 – Schoenberg Hall Kiosk 23 – Schoenberg Hall
Google Analytics Tracking via

4. 4
Daily Bruin
Traditional quarter page ads were placed in UCLA’s student
newspaper, the Daily Bruin.
Table Tents in Residence Halls
Table tents were placed in holders within the
dining areas affiliated with residence halls, which
included Covel, De Neve, Hedrick, and
Rendezvous Restaurant.

5. 5
Residence Halls
Full sized posters were hung within residence halls lobbies.
Online
MyUCLA
A spotlight was created on UCLA’s student portal MyUCLA.

6. 6
Dailybruin.com and Bruinwalk.com
Banner ads were placed on the Daily
Bruin’s website and Bruinwalk, a website
operated by Student Media that features
UCLA professor reviews, used book
trading and reviews of apartments near
UCLA’s Westwood campus.
Results
In addition to being able to track QR code engagement on our kiosks, unique QR codes were also created on all
other print mediums, allowing for precise tracking.
Stats are from Sept 1 – Dec 31, 2011

7. 7
Highlights & Notes
Top 3 Most Scanned Kiosks
1. Schoenberg Hall (BruinBus)
2. Engineering Building (Map)
3. Lot 32 (BruinBus)
Top 3 Most Scanned Media
1. Wallet Cards
2. MyUCLA Website Spotlight Ad
3. Daily Bruin Print Ad
Traffic for the mobile website grew from the previous year over the same time period with pageviews up 122% and the
average time on page up 30%. Note that the bounce rate, when a visitor only views a single page on a website and
leaves without visiting any other pages, is significantly higher. This is most likely due to the influx of people who saw
the ads and were curious to see what the UCLA mobile website looked liked.
Traffic
• The highest amount of engagement for kiosk posters were with the BruinBus. These posters were strategically
placed next to BruinBus stop locations and traffic areas in direct paths toward stop locations such as Schoenberg
Hall.
• Wallet cards had the most consistent amount of traffic, with analytics showing continuous traffic throughout the
The mobile campaign proved to be a great success. Feedback has been extremely positive with increased awareness
and engagement of the mobile website. The use of QR codes has also allowed Marketing & Special Events to track
direct engagement and response rates via offline mediums, something that has traditionally not been available.
For more information, please contact: Mike Takahashi (mike@takadesigns.com)