The Project:

Champagne Package 

Ongoing campaign -- 1 year benchmark case study

1 platform strategy -- Instagram, Facebook, Twitter, Youtube, LinkedIn 

Overview::

• Develop consistent content strategy that highlights the diversity of the university's academic achievements, community service outreach, fundraising campaigns, and brand awareness for student recruitment purposes
• Introduce mobile application and email marketing elements for external/internal communications
• Develop influencer relationships through takeovers and brand partnerships with small businesses, nonprofits and government officials focused on higher education
• Develop content to increase engagement rates across multiple social media platforms
• Supporting PR campaign and strategic messaging across Facebook and Twitter
• Launching targeted Facebook advertising campaigns to support efforts
• Streamlining imagery used on platform for brand consistency
• Managing community management and social networking efforts via analytics 
• Integrating user-generated content into social media efforts (when available)

Sample of styled images, graphics and video:

Strategy & Tactics:

• Developed consistent social media content categories focused on driving key messaging. Categories include:"Proud Past, Progressive Future": Focused on highlighting rich tradition of the university and compelling student success stories
• "LU Tiger Bite": Highlighting unique university auxiliaries and features for recruitment purposes and stewardship opportunities
• "Roaming with Rome": Focused on educating constituents with developing partnerships and advocacy of the institution with state legislation by the Lincoln University President, Dr. Kevin Rome
• Articles and Opinions: Highlighting press coverage and developing new advisories 
• Created custom branded graphics and styled imagery for Facebook, Twitter, Instagram posts
• Launched Facebook post engagement advertising campaign to expand reach of posts
• Launched content campaign to generate buzz for launch at Homecoming including a giveaway to Facebook fans

The Results:

Key Campaign wins

• Increased weekly post engagement rates over 82% from an average of 23 weekly engagements to 175  weekly engagements
• Increased followers by 2.3k+ in campaign with 33% community growth on Facebook
• Proud Past, Progressive Future content campaign received 19.3k+ impressions on Facebook 
• Developed and accumulated over 1K+ followers for Instagram and Youtube account; platforms previously didn't exist for university