Campaign overview. The Hsu family wanted to make a gift to support scholarships and increase alumni engagement with UW-Madison UW Foundation, UW Communications and WAA worked together to conceptualize, plan and execute the campaign Core team met every couple weeks for check-in and planning
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For each new Facebook friend or Twitter follower connecting with the UW-Madison or the Wisconsin Alumni Association between September 16 and October 3, the Hsu family committed to giving $1 to the Great People Scholarship, up to $50,000.
Support students through the Great People Scholarship
Dramatically increase the number of social media followers of the university and WAA
While this was a social media-oriented campaign, we recognized early in the planning that traditional media would play a big part in our promotion.
We saw some of our biggest bumps in traffic immediately following email campaigns.
QR codes used on the banners and bus ads saw very little utilization.
The link this campaign created between a donor, scholarship funds and social media may have been the first of its kind in higher education.
It led to even more notoriety for UW-Madison as a social media savvy campus including features in:
New York Timeseducation blog
The Chronicle of Higher Ed blog
The Guardianhigher ed section
Inside Higher Ed
Communication among team members and the ability to be agile are critical for success.
It’s important to develop a comprehensive plan and be prepared to deviate from the plan when necessary.
Placed in the student unions and taken to alumni tailgate events on football weekends.
Positioned on buses serving campus and the surrounding area.
Promo message displayed on scoreboards during two home games.
All other media directed traffic to the landing page where users could like and follow all four accounts with just four clicks.
The tab was the default view for anyone visiting
Email messages were sent to:
Northeast US region with targeted content