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Campaign: #BattleonBAKE

Company: University of Denver

Position: Manager, Social Media

Role: Develop and lead an integrated social media-driven campaign strategy

Campaign Dates: February 18, 2016 - February 20, 2016


Table of Contents

Overview

Analysis


Overview

The Battle on Blake hockey game marked many firsts: it was the first collegiate game played at Coors Field, the first time long-time rivals DU & Colorado College faced off in an outdoor match, and the first time Chancellor Rebecca Chopp issued a friendly wager to her long-time friend Jill Tiefenthaler. To help boost the awareness of the game and demonstrate the Chancellor’s support of student activities and athletics, social media was used to promote the friendly wager between the two college presidents.


Stats at a Glance Social Channels: Facebook, Twitter, Instagram


Notable Wins

  • The online story post was shared through Facebook on two DU spirit pages: DU YOU Have Spirit? and Official University of Denver Spirit Page

  • Engaged one member of the media – Joe Paisley, Colorado Springs Gazette

  • Twitter account reached a milestone of 20,000 followers

Top Posts


What We Wanted To Do

Goal(s)

  • To create awareness for Battle on the Blake

  • Demonstrate the Chancellor’s support of student activities and athletics

  • Have fun!

Integrated Channels/Content

  • Video – Chancellor accepting the challenge

  • @ChancellorChopp Twitter account

  • Memes/social graphics

  • Alumni Twitter accounts

  • Photos

  • Student communications – student government

  • Local media social media accounts

  • Magazine story online – align with athletics

What We Did

  • Video – Chancellor accepting the challenge

  • @ChancellorChopp Twitter account

  • Memes/social graphics

  • Photos

  • Local media social media accounts

  • Magazine story online – align with athletics

Analysis

Overall the #BattleonBAKE campaign was successful. Utilizing both the central University accounts and the Chancellor’s Twitter account, this was a two-day campaign that set out to build awareness around the game as well as demonstrate the Chancellor’s support of student athletics. Although not a goal, this campaign was a great way for the Chancellor to reengage with students through her Twitter account.

We utilized nearly all of the communication channels we set out to use. This campaign would have been more successful with the enlistment of a bigger audience – including social media active alumni chapters. This campaign was developed and executed within a very short amount of time. While we were able to accumulate impressive numbers, more time to plan, organize, and execute the tactics may have generated more engagement activity, reach, and social media conversions.

This campaign was a collaborative effort and would not have been possible without the participation of the communications team at Colorado College, DU Athletics staff, DU Advancement personnel, and the entire DU Communications and Marketing department.




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