some 2014 submission: portland state of mind

2014 Social Media Awards Submission:

“Portland State of Mind” + Instagram ContestBreaking SocialIn the TrenchesJust ‘CauseGo LocalHouse PartyDream TeamET Phone HomeThe Unsung Hero

Entry Info• Campaign: “Portland State of Mind” + Instagram Contest

• Client: Portland State University

• Company: Portland State University (in-house team)

• Location: Portland, OR

• Project leads: • Christian Aniciete, social media coordinator• Julie Smith, director of marketing• Kenny Dow, athletics marketing director• Tom Bull, alumni executive director

Qualitative & Quantitative Objectives

• To launch and draw public attention to the annual Portland State of Mind campus celebration from October 18 to 27, 2014 – “10 days of serious fun”

• To inspire online engagement

- To invite user-generated content through an Instagram contest to help tell the story of “Portland State of Mind”

- To generate 100 Instagram submissions tagged #PSOM

- To grow PSU’s new Instagram presence by 100 new followers

- To cross promote among PSU social media channels including Facebook and Twitter

• To build PSU pride

Target Audience

• Prospective PSU students: The campaign strived to give this audience a sense of what life is like on campus through photos that range from an afternoon at PSU’s Park Blocks to a student event on campus. User-generated photos such as the ones submitted in the contest helped generate excitement that is authentic and genuine – far more personal than a glossy marketing brochure about PSU

• Current PSU students: As current college students are overloaded with social networks heavy on text, PSU’s Instagram site offers a visual alternative to showcase campus life from the mundane (ie. an afternoon in the cafeteria) to exclusive, behind the scenes happenings (ie. meet and greet with Anderson Cooper, who was a keynote speaker during “Portland State of Mind”)

• Alumni: PSU’s Instagram site allows alumni to connect with their alma mater visually, create nostalgia, and inspire them to donate to the school someday

• Local Portland community

• To invite user-generated content through an Instagram contest to help tell the story of “Portland State of Mind”

- To generate 100 submissions

- Reward: First 100 participants win free shirt

• To grow PSU’s new presence on the Instagram platform

- To grow 100 new followers

• To generate brand awareness

• To build PSU pride

Challenges

• Portland State of Mind is a new campus tradition started in 2012

• Limited promotional budget

• Limited buy-in from PSU leadership

• Urban 49-acre campus right in the heart of Portland

• 30,000 non-traditional students (average age is 26)

• Young campus (founded in 1984) with limited traditions

• Based on public perception survey, PSU lags behind traditional university measures of “athletic,” “pride,” “well-respected” and “young” when compared to Oregon State and University of Oregon (domestic competitors) and Arizona State (similar urban institution)

Campaign Strategy, Deliverables, Tools & Tactics

Overview

• Discover your online presence

• Improve your story on external and internal web sites

• Engage fans and garner user-generated content

• Monitor and respond

• A campus and city-wide scavenger hunt kicked off the campaign

• Nearly 100 students and Portland citizens registered to solve campus and downtown Portland clues

• At each location, they took a photo of themselves with a Portland State of Mind prop to prove they were there and posted it to Twitter/Instagram with the hashtag #PSOMHunt and #PSOM

Scavenger Hunt

Overview





Scavenger Hunt

Overview





Video• A promo video was created in-house and uploaded on YouTube; a 15-second cut

was uploaded on Instagram

• The video has generated over 3,400 views since September 2013

• The video can be found on youtube.com/portlandstateu and instagram.com/portlandstate

Overview





Campaign website

Scavenger Hunt

• A website was built in-house to promote the campaign

• www.pdx.edu/insidepsu/portland-state-of-mind

• The website featured the promo video, 50+ event listings, and links to a merchandise online store and contest page

Overview





Contest website

Scavenger Hunt

• A contest website was built as part of the Portland State of Mind campaign

• The contest page included instructions, prizes information and terms and conditions

• The contest page embedded the most recent Instagram photos tagged #PSOM, #GoViks and #PortlandState

• The first 100 participants received a special T-Shirt

Overview





Posters

• Over 500 of these 11x17 posters were created in-house and distributed throughout the PSU campus

• The posters also were distributed throughout the city of Portland including restaurants and businesses

• The poster prominently called out the Portland State of Mind contest

Overview





Handbills

• Over 1,000 of these handbills were distributed all over the PSU campus and the city of Portland, including restaurants and local businesses

• Placed on front desks in various offices at PSU, these handbills were made available to students, faculty, staff and community members to pick up to learn not only about the events taking place during the Portland State of Mind, but most importantly the photo contest

Overview





Newspaper• This was an insert in the PSU Vanguard, Portland State’s student newspaper

• The student publication has a circulation of over 5,000 and is distributed for free all over the campus

Overview





Newspaper

• A two-page spread insert was developed in-house for The Oregonian, the largest newspaper in the state of Oregon

• The insert advertised the Portland State of Mind celebration and the Instagram photo contest

Overview





Promotion

Overview





• The first 100 participants of the Instagram contest won an exclusive Portland State of Mind shirt

• Shirts that featured over 10 other in-house produced iconic Portland State of Mind designs were sold at all events and online at pdx.edu/shop

Merchandise

Results

Results: Event Awareness

• Highly successful events were held during Portland State of Mind

• 39 departments hosted their own events

• 10 student groups hosted their own events

• A total of 67 events were held

• Based on surveys and ticket admissions, there were a total of 14,000 participants

• The campus celebration generated $20,250 in sponsorships

• Generated $8,800+ media in kind

• Generated $84,000 earned media

Overview





Results: Promotional Reach• Oregonian – 126,959

• OPB Radio – 364,000

• Pamplin Media Group – 331,160

• Portland Mercury – 161,500

• PDX Pipeline – 150,000

• PSU Vanguard – 6,000

• PSU Magazine – 120,000

• Inside PSU eNews – 29,000

• Evites – 42,740

• Outdoor – lights, banners, delivery cart

• Street Car – inside, reader boards, case

• Facebook – 132,929

https://drive.google.com/folderview?id=0B8A4SxZsEvr5ajhkTlB6ZzItWEE&usp=sharing

Results: Online Engagement (Instagram) • PSU’s Instagram site grew in following

- 0 to 500 (October 2012)

- Over 600 new followers (a 220% increase in October 2013)

- Currently 3,1300+ followers (to date)

• Generated over 800 user-generated photos tagged #PSOM

- This was 200+ more from the previous year: a 233% increase

• Over 15,000 user-generated photos tagged #PortlandState and #GoViks combined.

- This was about a 500% increase from October 2012 (3,000 photos at the time)

• PSU social media fans on Facebook, Twitter and Instagram voted for the top 3 photos to win grand prize items based on total number of “likes”

Overview





Overview





• The first 100 participants in the contest received a free PSU shirt

• Out of 800+ submissions, PSU social media fans on Twitter, Facebook and Instagram voted for their top 3 favorite photos

• Winners received prizes donated by local businesses like backpack, iPods and gift certificates

Results: Online Engagement

• Campaign + contest website views – 15,270

• Promo YouTube video views – 3,007

• Tumblr reblogs – 38

• 500+ new fans on Facebook

• 500+ new followers on Twitter

• Twitter highlights

• @RogueAles retweet – 55,000 followers

• #SimonBenson2013 trended

• @OKGo tweet – 1,000,000 followers

Overview

More info about PSU’s social media

pdx.edu/connect/login-and-link-up

some 2014 submission: portland state of mind

Education

online presence

generated

portland state

psu campus

instagram

garner user

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