Download - UConn Spring Weekend 2015 Presentation
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UConn Spring Weekend 2015
Holly Gallagher, Katy Munzenmaier, Matt Murray, Steph Orts, Christian Pelliccio, and Ryan Probst
April 30, 2015MKTG 3625
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Context
2010
Death of Jafar Karzoun
84 arrests made
2011
Police lockdown
Student backlash
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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.
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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
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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
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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
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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
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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
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Facebook Page GrowthJan. 1 – Apr. 26
2014
157 – 527 Likes
Jan. 1 – Apr. 25 2015
537 – 1,281 Likes
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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