Euprio_Awards_IAMIN_NoVideo
20
#IAMIN The Guardian University Awards 2015 – Best Marketing & Comms Campaign
-
Upload
emma-leech -
Category
Documents
-
view
56 -
download
0
Transcript of Euprio_Awards_IAMIN_NoVideo
#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
Video Removed for file size
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.
Video Removed for file size
