1. 1. How to Run a Kick-Ass Campaign
2. 2. Hello! I am Bailey Parnell @BaileyParnell
3. 3. Learning Outcomes 1. An overview of the successful #RoadToRyerson campaign 2. How to connect meaning to numbers in a campaign 3. How-to guide for campaign production
4. 4. I. What is #RoadToRyerson? An Overview
5. 5. Start With Why A need for the story of transition to be told. By students, for students. 1.
6. 6. 2. Audition the Students Raven Lam Nolan Blanchard Sunita Singh Hans Mikael Melo Enna Kim Visual Diverse Authentic
7. 7. 3. Empower the Students
8. 8. Share! Share! Share! ryersonstudentaffairs.com/roadtoryerson 4.
9. 9. 1100+ Tweets 2300+ for #RoadFromRyerson 54,000 Daily Impressions Average 565 Including #LGG3 Over 50%
10. 10. Top Words Top Hashtags
11. 11. 630+ Instagram Posts
12. 12. 13,000+ Pageviews 17K+ for #RoadFromRyerson 350,000+ Ad Impressions 130,000+ During Orientation Week
13. 13. But did we have an impact?
14. 14. II. Connecting Meaning to Numbers Value All Around
15. 15. Old Spices Smell Like A Man Funny. Different. Impactful. Place your screenshot here
16. 16. Doves Body Image Serious. Meaningful. Impactful. Place your screenshot here
17. 17. Happy Medium Old Spice Dove#RoadToRyerson
18. 18. Place your screenshot here Reactions From The 5 Mikael It has truly been an extreme blessing to have been chosen to blog about my experience upon arrival to Ryerson. This experience has opened so many wonderful opportunities, helped me document my first year memories, and has allowed me to meet several of the incredibly diverse, loving, positive, and fantastic Ryerson community members Cant express enough gratitude to RU Student Life and LG Canada for everything theyve done for me. Its been a fantastic journey and an absolute pleasure meeting each and every one of you :) Raven
19. 19. Reactions From Other Students
20. 20. Calculating Campaign Success Numbers Notable Interactions
21. 21. III. Spreading the Love A How-To Guide
22. 22. Producing Campaigns Start With Why Know why youre running the campaign and what you hope to get out of it. Set goals. Plan Identify collaborators, create schedules, develop marketing plan, etc. Build Create the assets, webpages and scheduled posts. Prepare audience and start tracking. Launch Only after all of the pre- production is done can you move into Production. Monitor & Pivot Continuously monitor the success of your campaign. If something work, keep it. If it doesnt, ditch it. Reflect & Report Complete Kolbs learning cycle and reflect on the campaigns success. Produce a post-report with numbers & notables. 1. 2. 3. 4. 5. 6. @BaileyParnell
23. 23. Meet This Years Team Nida Shaikh Jolyon EtaogheneJillian Maniquis Rebecca Williamson Zach Tng Increased diversity of program, faculty & background. Jamie Hills
24. 24. Thanks! Any questions? @BaileyParnell bailey.parnell@ryerson.ca
25. 25. Resources Click to see example! Post Report & Reflection Marketing Plan