1. 1. 1enter Dept name in Slide Master@UMassFootball Case Study: 2014 UMass Football
2. 2. 2enter Dept name in Slide Master Ty Scheiner @tscheine @UMassFootball Social Media Director Social Media Manager Grad Student, MBA Candidate 2017
3. 3. 3enter Dept name in Slide Master 2014 Umass Football Challenges Decrease in brand awareness & fan support Jump from Football Championship Subdivision (FCS) to Football Bowl Subdivision (FBS) Disconnect between Football team and other campus entities Deflecting negative on-field attention Coaching Transition No true social media strategy @UMassFootball
4. 4. 4enter Dept name in Slide Master Getting All Of The Campus Involved Buy In from the coaches Involve other campus communicators Academia Admissions, NSO groups Band, Cheerleading, Dance Team Student Groups Alumni Fans @UMassFootball
5. 5. 5enter Dept name in Slide Master Telling a Story Through Music Created Snapchat account Incorporate Music into strategy Snapchat Videos SMC Team Chemistry & Culture @UMassFootball
6. 6. 6enter Dept name in Slide Master Telling a Story With Our Fans Game Day Snapstories @UMassFootball
7. 7. 7enter Dept name in Slide Master Telling a Story Community Service Partnered w/ Team Impact Boys and Girls Club Bone Marrow Drive @UMassFootball
8. 8. 8enter Dept name in Slide Master Engaging Content Informative Devoted Football Fan Stats, Awards, Performance Casual Fan Fun videos Student Athlete Success Future Fan NSO @UMassFootball
9. 9. 9enter Dept name in Slide Master Engaging Content: Stats @UMassFootball
10. 10. 10enter Dept name in Slide Master Engaging Content: Stats @UMassFootball
11. 11. 11enter Dept name in Slide Master Engaging Content: Sam Minuteman @UMassFootball
12. 12. 12enter Dept name in Slide Master Engaging Content: Academics @UMassFootball
13. 13. 13enter Dept name in Slide Master Engaging Content: Academics High engagement Resonates with each audience Students, Fans, University, Parents Important for Recruiting @UMassFootball
14. 14. 14enter Dept name in Slide Master Building Campus Community New Students Residential Life Sustainability EPA GameDay @UMassFootball
15. 15. 15enter Dept name in Slide Master Providing Consistent Content @UMassFootball #WorkoutWednesday #ThrowbackThursday #FridayFocus
16. 16. 16enter Dept name in Slide Master Recruiting SI Graphic Covers: Get Recruits excited Feel special Something they can show off to their friends Encourage to engage with us socially Signing Day Coverage Highlight incoming class Educate fans on players @UMassFootball
17. 17. 17enter Dept name in Slide Master Recruiting @UMassFootball
18. 18. 18enter Dept name in Slide Master 2015 Preview @UMassFootball
19. 19. 19enter Dept name in Slide Master First Year Results Growth Facebook Increased 19% Twitter Increased 41% Instagram Increased 418% Snapchat Increased 562% Engagement Game Day Content Post Game From Whip Weekly consistent content Off-field content Fun/Engaging Content @UMassFootball
20. 20. 20enter Dept name in Slide Master What We Learned Engage/Respond to fans Highlighting the athletes off the field As students, study hall, community service Utilize Sam and humor Collaborating with other teams Dance, Cheer, Band, SGA (EPA Challenge) Fans liked consistent content Be creative & timely Winning always helps! @UMassFootball
21. 21. 21enter Dept name in Slide Master Mascot: Sam The Minuteman Bring personality to the UMass brand Engaging Prospective students Current Faculty Alumni Raise awareness for other campus departments Sustainability, Research, Amazon @Sam_Minuteman
22. 22. 22enter Dept name in Slide Master Mascot: Sam The Minuteman @Sam_Minuteman - Listen & Engage with audience - Be genuine - Encourage conversation
23. 23. 23enter Dept name in Slide Master Mascot: Sam The Minuteman @Sam_Minuteman Over 10,000 reach 4,000 views Over 250 engagements
24. 24. 24enter Dept name in Slide Master Mascot: Sam The Minuteman @Sam_Minuteman
25. 25. 25enter Dept name in Slide Master 2015 Preview Snapchat Filter NSO - Snapchat Stories Dubsmash Release during training camp Student Athlete New Version @UMassFootball
26. 26. 26enter Dept name in Slide Master 2015 Preview @UMassFootball
27. 27. 27enter Dept name in Slide Master Questions? @UMassFootball