Event image on Facebook
An overview of the planning final document I used to coordinate with SFA, RELLIS and A&M System partners.
The Facebook post about the announcement.
We used a carousel post on Instagram to garner more engagement.
The press release efforts showed social media reach was a lot more attainable and effective.
A screenshot of how I used a URL shortner to keep track of the efforts.
Screenshot of the press release on the website.
A screen grab of the Facebook Premiere event with the chat on the right hand side. I moderated the chat to drop relevant links to the subtopics mentioned in the video.
Screenshot of the FB Premiere watch time since uploaded.
A gender graph of those who watched the Facebook Premiere.
A screen grab of the Instagram LIVE with two of the speakers from the FB Premiere.
A screen grab of the LIVE YouTube video which was the second in-person media event 90 miles away from the first in-person event.
ClientS: Stephen F. Austin, RELLIS Academic Alliance, The Texas A&M University system
Role(s): Project Lead; Strategist, Facilitator, Copywriter/Editor, SOcial Media Live and Premiere events coordinator, Chat Moderator
Opportunity
The A&M System invited Stephen F. Austin (SFA) to offer a degree at the RELLIS Campus. Stephen F. Austin would be the 11th university represented at RELLIS.
PROBLEM
There were a few!
- Chancellor Sharp wanted an in-person media event at RELLIS
- SFA President wanted an in-person media event in Nacogdoches, 2.5 hours away
- The announcement was nine months into the pandemic
- Content and recruitment materials listed the previous 10 universities as 'Members of the A&M System,' and other variations of that important detail. Since SFA was not a member, all content and marketing materials had to be audited and revamped in preparation for the announcement.
- Six-week timeline
solution
I led weekly marketing meetings with RELLIS and SFA to identify the goals, moving parts, requests, and requirements.
Our small, but mighty, group planned and executed two COVID-controlled in-person media events, social media programs, and prepared the webpage for the SFA degree offering.
tactics/Deliverables
All in-person activities were reviewed by risk management offices, and guest lists were kept low.
- Morning: Media event at RELLIS
- Afternoon: Media event at SFA and streamed on YouTube
- Morning: Facebook premiere of a pre-recorded session between two RELLIS recruiters and two SFA instructors to chat about the new degree offering
- Afternoon: Instagram LIVE with one RELLIS recruiter and one SFA instructor
- Press Release
- Email campaign to lead/prospects
- Social media strategy
- New t-shirts with SFA branding
- Organic social plan to deliver suspense of the announcement
results
- All in-person and online events were successful.
- Social media reach was much larger than the media release blast
- 11 news media outlets ran the announcement in six cities and, per Cision, gained a publicity value of $128K
- SFA was woven into the content strategy and materials by December 2021