UConn Spring Weekend 2015

Holly Gallagher, Katy Munzenmaier, Matt Murray, Steph Orts, Christian Pelliccio, and Ryan Probst

April 30, 2015MKTG 3625

Context

2010

Death of Jafar Karzoun

84 arrests made

2011

Police lockdown

Student backlash

Our Client

• Department of Student Activities Programs Office• UConn Spring Weekend• Multi-day university sponsored program providing a safe and

entertaining experience on campus during the last weekend before final exams• Underlying tenets: UConn Learns. UConn Serves. UConn Cares.

Our TaskIncrease awareness and participation in UConn

Spring Weekend. Improve its image.

Brand• Old brand

• Negative associations• Used 2012-2014

• Strong emphasis on “Learns, Serves, Cares”

• New brand• Clean, simple, and

transferable• Positive associations with

school colors• Less emphasis on tenets

Strategy

• Establish branding• Make sure those

involved in planning subscribed to pages

• Email as primary form of communication

• Social media reminders

• Video teasers and sharable content

• Tabling events• Giveaways via social

media

• Share event/registration details

• Constant giveaways• Food Truck Fast Pass

promotion• Live updates from

events

Building Brand Awareness• Twitter and Facebook images updated on January 14• Subsequent posts building hype for Spring Weekend

1,169 views, 40 new likes that day

Our Event• Tabling event on Fairfield

Way• Students shared how they

improve UConn• Received Insomnia Cookies

• Goals• Increase brand awareness• Collect social media

information to build following

Survey Results• Most fields remained unchanged• Big jump in awareness of event date

Post Survey

April 23-25 Other

90%Correc

t

Pre Survey

April 23-25 Other

67%Correct

Facebook Page GrowthJan. 1 – Apr. 26

2014

157 – 527 Likes

Jan. 1 – Apr. 25 2015

537 – 1,281 Likes

Results

Kind words from the boss…

8,551WRIST BANDS DISTRIBUTED

744FACEBOOK FOLLOWERS ADDED (1/1 –

4/25)Up 138%

9,689POST REACH DURING SPRING WEEKEND

(4/23 – 4/25)Up 73% from 2014

5ARRESTS MADE DURING SPRING

WEEKENDDown 94% from 2010