#IAMINThe Guardian University Awards 2015 –

Best Marketing & Comms Campaign

Online context – a few statsHow the world uses Twitter 2014-15 Hubspot

Online context – a few statsHow the world uses Twitter 2014-15 Hubspot

Online context – a few statsHow the world uses Twitter 2014-15 Hubspot

Online context – a few statsHow the world uses Twitter 2014-15 Hubspot

Online context – a few statsHow the world uses Twitter 2014-15 Hubspot

The Problem

A dip in the proportion of conditional

firm applications and in international

numbers.

Gaps in some subject areas.

University focus on ABB – Quality.

Serious competition at a crunch point

in the cycle.

A limited budget.

Aims and Objectives

Achieve cut-through without a large

budget on the busiest day of the

University recruitment year.

Hit stretch targets for ABB+ students.

Pilot a new University wide approach

to digital/social and secure senior level

buy-in.

Build profile and feed next year’s

recruitment cycle via content creation.

The Campaign

Designed to raise Loughborough’s profile

at a busy period.

Drive traffic to the website.

Increase calls to our Clearing hotline.

Encourage students to spread the word

and generate an online buzz and

excitement.

Involved people across the University

and others beyond campus.

Clearing 2014

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Social Media Campaign

Social Media Campaign

Clever social media campaign from @lborouniversityfor the A-level results day… check out #IAMIN(Presenter/Producer, ITV News Central)

@EmmaJ70 it’s the stand out results day commsactivity I’ve seen. Nice work! (Pamela Agar, Head of Digital and Creative Media, Imperial College)

This selfie campaign really took off @LoughboroughSU: Great to have @NickyMorgan01 visit #WEAREHERE(Phil Baty, Editor of the World University Rankings, Times Higher Education)

Results

During Clearing, we had 51,000 unique

external visits to the website and a total

of 70,000 page views.

470k plus impressions on Twitter on

Thursday 14th alone.

Unexpected and massive engagement

across existing staff and student base

as well as with new students.

Spin-out campaigns for Freshers

and beyond.

Results

ROI

Additional Outcomes

Nicky Morgan MP and Secretary of State

for Education supported the campaign.

The campaign was adopted in the Finance

Office and others across campus.

Even staff pets got in on the action!

Additional Outcomes

#IAMHERE #WEAREHERE

Taking engagement to the next level

during Fresher’s Week.

Giant frames and more mini frames

allowed people to really feel like they were

part of the Loughborough community.

Staff, Students’ Union, guests, the student

body and even celebrities got involved!

Welcome events were arranged with the

Students’ Union and hall reps.

Additional Outcomes

Intended to engage students but staff

wanted to be pictured in our giant frames.

Hashtag adapted with bolt-ons such as

#WEAREHERE TO HELP.

Partnership between the University

and Students’ Union.

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#InspiringWinnerssince 1909

Thank you!

E.J.Leech@lboro.ac.uk

@EmmaJ70