COLLEGECONNECTED

How social media turnedCapital University studentsinto brand ambassadors.

Getting Resultswith Social Media

Matt Yuskewich6.18.09

Ologie is a

different kind

of branding

agency. We help

clients discover

their authentic

story and find

their true voice.

ABOUT OLOGIE | Our Purpose

ABOUT OLOGIE | Our Client

STRATEGY | Value Proposition

PurposefulLeaders

FocusedPath

Capital Universityprovides a

So studentsbecome

Core attribute: Core benefit:

MICROSITE

MICROSITE | willyou.capital.edu

MICROSITE | Embedded YouTube Video

MICROSITE | Facebook Integration

MICROSITE | Facebook Page

MICROSITE | Flickr Feed

MICROSITE | Flickr Tagged Search

MICROSITE | Customized Backgrounds

DRIVING TRAFFIC

DRIVING TRAFFIC | Sidewalk Chalk

DRIVING TRAFFIC | URL on Chalkboards

DRIVING TRAFFIC | Flyers

DRIVING TRAFFIC | Desktop Backgrounds

RECRUITMENT

RECRUITMENT | Expanding The Audience

THE CHALLENGE: convince acceptedstudents to commit to Capital for the comingacademic year

• 5 admission counselors• 5,000 accepted students• 600 student commitment goal• 1 month timeframe

RECRUITMENT | Expanding The Audience

• Counselor invitation• Share Capital Facebook page• Event invitation for “College

Choice Day”

RECRUITMENT | Expanding The Audience

FACEBOOKCOMMUNICATIONS PLAN:

RECRUITMENT | Introductions

Subject: Hi, I’m your Capital University counselor.

Hey ______,

My name is __________, and I’m your admissions counselor at CapitalUniversity.

Any question you have about Capital (seriously, anything) I’m here toanswer.

I’m sending this email to remind you that the national deadline forenrollment is just around the corner — May 1. Don’t forget to submit adeposit. You can submit yours to Capital online here:www.capital.edu/deposits

Also, the students on our campus just got involved in something I think ispretty cool (even the university administration got involved!)

See it at willyou.capital.edu

If you have any questions for me, the best place to reach me is onFacebook. Add me as a friend here: <link>

Hope you’re having a great end to high school. Let me know what I can doto make your college choice an easy one.

-_________

If you’d rather not get an email from me, I understand. Just reply to thismessage and type “no thanks” in the subject line. (That way I’ll find iteasily.)

RECRUITMENT | Building The Community

RECRUITMENT | Adding Relevant Content

RECRUITMENT | Creating An Event

RESULTS

#1 in24 hrs

In less than a day,our page gainedmore fans than anyother Capital page ,and our Facebookpresence was 2ndonly to Capital’salumni group.

RESULTS | The Numbers

RESULTS | The Numbers

140 Number of “Will You”statements left onFacebook page

RESULTS | The Numbers

100%+Capital was ableto exceed targetenrollment — ina year when mostprivate schoolswere forced toaccept lowernumbers.

RESULTS | The Numbers

120,000 Total unique visitsto micrositein 3 months.

RESULTS | The Numbers

THE BIG PICTURE

Thanks for your time