I Am A Red Raider: A Marketing Campaign Designed with Engagement in Mind
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The I Am A Red Raider marketing campaign was designed to engage university audiences and increase brand awareness of Texas Tech University. The campaign utilized the hashtag #IAmARedRaider across various tactics such as print ads, digital ads, billboards, and social media to highlight alumni stories and encourage a sense of pride and belonging within the Texas Tech community. Evaluation of the campaign's initial success found high social media engagement including thousands of tweets and shares, demonstrating it was one of Texas Tech's most engaging content initiatives to date. Plans were underway to continue the campaign with a second phase.
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I Am A Red Raider: A Marketing Campaign Designed with Engagement in Mind
- 2. I Am A Red Raider: A Marketing Campaign Designed with Engagement in Mind Allison Matherly Texas Tech University Join the Conversation: #eduweb14 EVERY DAY, I am a Red Raider.
- 3. Essence • Capture the essence of being a Red Raider • Engage university audiences – Alumni – Prospective Students • Share pride • Introducing to new people • Red Raider family #eduweb14 #IAmARedRaider
- 4. Goals • Increase brand awareness • Raise visibility of university researchers • Highlight high-profile alumni • Engage audiences • Reaching new audiences, growing • Encourage ownership #eduweb14 #IAmARedRaider
- 5. It All Started With… • A Statement – I am a Red Raider • A Hashtag – #IAmARedRaider • Strong Social Possibilities • Past Campaigns #eduweb14 #IAmARedRaider
- 6. Traditional Meets Social • Lends an interactive feel to traditional marketing • Ads come to life • Simple message #eduweb14 #IAmARedRaider
- 7. Traditional Meets Social #eduweb14 #IAmARedRaider
- 8. #IAmARedRaider • Everyone’s Red Raider story is different • Sense of belonging • Welcome #eduweb14 #IAmARedRaider
- 9. Tactics • National Commercial • Print Ads – Texas Monthly – USA Today • Digital Ads – Texas Monthly • Billboards – Major Texas markets – Texas Airports • Facebook and Twitter Ads – Football game days #eduweb14 #IAmARedRaider Dr. Sankar Chatterjee Paul Whitfield Horn Professor in Geosciences and Museum Science From the meteor that wiped out the dinosaurs to the great-grandmother of all crocodiles, Dr. Chatterjee and his colleagues are making discoveries today from events that happened millions of years ago. I am many things. But wherever I go and whatever I do, EVERY DAY, I am a Red Raider. #IAmARedRaider
- 11. Commercial
- 12. Website • Share stories • Made traditional marketing more interactive • Made possible to tell more #eduweb14 #IAmARedRaider
- 13. Website • Submitted Stories • Andrew Bennett, great- grandson of Mary Dale Buckner – First graduate of Texas Technological College #eduweb14 #IAmARedRaider
- 14. Admissions • Raider Red’s mustache • Introduced admitted students to #IAmARedRaider early • Provided needed encouragement to enroll • Built community #eduweb14 #IAmARedRaider
- 16. Super Bowl • 3 Red Raiders in big game • Incorporated into campaign • Digital Billboard in Times Square • Introduced through social media and #IAmARedRaider • Created excitement and engagement #eduweb14 #IAmARedRaider
- 17. Super Bowl
- 18. Super Bowl
- 19. Campus Loves #IAmARedRaider • Tech Activities Board • Red Raider Club • Rec Sports • College World Series #eduweb14 #IAmARedRaider
- 20. #IAmARedRaider Budget Print Ads 30% Digital Ads 2% Billboards/ Outdoor 48% Airport 19% Social Media 1% #eduweb14 #IAmARedRaider • Budget total: – $526,260
- 21. Super Bowl Budget #eduweb14 #IAmARedRaider Print Ads 67% Digital Ads 10% Billboards/ Outdoor 18% Radio Ads 5% • Budget total: – $110,600
- 22. By the Numbers • 11,399 Tweets • 2,572,565 Reached • 5,786 Contributors • Nearly 40% had photos/videos • 35,650 Likes • 705 Comments • 7,581 Shares • 1,407,371 Reached #eduweb14 #IAmARedRaider • 28,514 YouTube Views of commercial • 15,970 Likes • 162 Comments
- 23. What the Numbers Don’t Tell • Overwhelming support • Some of Texas Tech’s most engaging content to date • Large portions of audiences recognize the campaign #eduweb14 #IAmARedRaider
- 24. #IAmARedRaider 2.0 • Continuing campaign • Next phase launches late this month • Double T means I Am A Red Raider #eduweb14 #IAmARedRaider
Editor's Notes
- How did we decide on something that would reach all of those target audiences, and have them engage with it.
- All all of campus to incorporate, as much as possible
- Use 90th Anniversary Imagery Brought a lot of different areas together, marketing, designers, 90th anniversary almost completely social and how led to understanding how social could go so far
- Call to Action that was more than dropping someone on a homepage, it allowed the participation we really wanted
- Call to Action that was more than dropping someone on a homepage, it allowed the participation we really wanted
- Every day concept, we feature prominent alums, but it from CEOs to school teachers, we’re all red raiders Knowing audience Building audience Not an execution, it was part of the strategy from the beginning responding
- Play the ad Armen Williams later
- Play the ad Armen Williams later
- Allowed us to tell more about the ads Enthusiastic, however, did not make for fantastic stories Mary Dale Buckner and her grandson andrew
- Allowed us to tell more about the ads Enthusiastic, however, did not make for fantastic stories Mary Dale Buckner and her grandson andrew
- Self mailer Schools Apps Monitored, retweeted and replied, giving admitted students the feeling of recognition
- Self mailer Schools Apps Monitored, retweeted and replied, giving admitted students the feeling of recognition
- Former student athlete? Iffy Okafor Hance and his selfie, did he use the hashtag? Don’t be possesive, allow your audiences, all of your audiences to take ownership Small budget, creative ways Twitter and facebook ads Concentrated effort to show as many areas of campus as possible, allowed for it to appeal to so many people
- Airport Billboards – include digital billboards Include bowl game in this
- Airport Billboards – include digital billboards Include bowl game in this