Event Engagement
Goal: Incentivize graduating students to update their contact information and stay connected with the Alumni Association.
Roles
Creative direction
Drone pilot + photographer
Using segmented email lists with tokenized subject lines and a focused social media push on channels subscribed to by graduating students, we created a buzz of excitement around a one-of-a-kind photo opportunity raffle.
A photo op that was impossible to pass up generated an unprecedented 33% increase in updated contact info and social follows over the previous year.
Continue the interactions
We celebrated the raffle winner, asked all other grads to share their photos, and continued the celebration throughout the commencement season with social takeovers and photo spotlights of our newest alumni.
Exclusivity encourages engagement
Making a hard ask easier
Communicate an opportunity that feels catered directly to the recipient.
If the action is valuable then the reward (or possibility thereof) should be as well.
Promote, recognize, and celebrate those who come through on the CTA.