capital university's "i will" campaign
DESCRIPTION
Ologie presents "College Connected: How social media turned Capital University students into brand ambassadors" at the Columbus Chamber's event, "Getting Results with Social MediaTRANSCRIPT
COLLEGECONNECTED
How social media turnedCapital University studentsinto brand ambassadors.
Getting Resultswith Social Media
Matt Yuskewich6.18.09
Ologie is a
different kind
of branding
agency. We help
clients discover
their authentic
story and find
their true voice.
ABOUT OLOGIE | Our Purpose
ABOUT OLOGIE | Our Client
STRATEGY | Value Proposition
PurposefulLeaders
FocusedPath
Capital Universityprovides a
So studentsbecome
Core attribute: Core benefit:
MICROSITE
MICROSITE | willyou.capital.edu
MICROSITE | Embedded YouTube Video
MICROSITE | Facebook Integration
MICROSITE | Facebook Page
MICROSITE | Flickr Feed
MICROSITE | Flickr Tagged Search
MICROSITE | Customized Backgrounds
DRIVING TRAFFIC
DRIVING TRAFFIC | Sidewalk Chalk
DRIVING TRAFFIC | URL on Chalkboards
DRIVING TRAFFIC | Flyers
DRIVING TRAFFIC | Desktop Backgrounds
RECRUITMENT
RECRUITMENT | Expanding The Audience
THE CHALLENGE: convince acceptedstudents to commit to Capital for the comingacademic year
• 5 admission counselors• 5,000 accepted students• 600 student commitment goal• 1 month timeframe
RECRUITMENT | Expanding The Audience
• Counselor invitation• Share Capital Facebook page• Event invitation for “College
Choice Day”
RECRUITMENT | Expanding The Audience
FACEBOOKCOMMUNICATIONS PLAN:
RECRUITMENT | Introductions
Subject: Hi, I’m your Capital University counselor.
Hey ______,
My name is __________, and I’m your admissions counselor at CapitalUniversity.
Any question you have about Capital (seriously, anything) I’m here toanswer.
I’m sending this email to remind you that the national deadline forenrollment is just around the corner — May 1. Don’t forget to submit adeposit. You can submit yours to Capital online here:www.capital.edu/deposits
Also, the students on our campus just got involved in something I think ispretty cool (even the university administration got involved!)
See it at willyou.capital.edu
If you have any questions for me, the best place to reach me is onFacebook. Add me as a friend here: <link>
Hope you’re having a great end to high school. Let me know what I can doto make your college choice an easy one.
-_________
If you’d rather not get an email from me, I understand. Just reply to thismessage and type “no thanks” in the subject line. (That way I’ll find iteasily.)
RECRUITMENT | Building The Community
RECRUITMENT | Adding Relevant Content
RECRUITMENT | Creating An Event
RESULTS
#1 in24 hrs
In less than a day,our page gainedmore fans than anyother Capital page ,and our Facebookpresence was 2ndonly to Capital’salumni group.
RESULTS | The Numbers
RESULTS | The Numbers
140 Number of “Will You”statements left onFacebook page
RESULTS | The Numbers
100%+Capital was ableto exceed targetenrollment — ina year when mostprivate schoolswere forced toaccept lowernumbers.
RESULTS | The Numbers
120,000 Total unique visitsto micrositein 3 months.
RESULTS | The Numbers
THE BIG PICTURE
Thanks for your time