UConn Spring Weekend 2015 Presentation
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Transcript of UConn Spring Weekend 2015 Presentation
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