The I Am A Red Raider marketing campaign was designed to engage university audiences and increase brand awareness of Texas Tech University. The campaign utilized the hashtag #IAmARedRaider across various tactics such as print ads, digital ads, billboards, and social media to highlight alumni stories and encourage a sense of pride and belonging within the Texas Tech community. Evaluation of the campaign's initial success found high social media engagement including thousands of tweets and shares, demonstrating it was one of Texas Tech's most engaging content initiatives to date. Plans were underway to continue the campaign with a second phase.
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I Am A Red Raider Marketing Campaign
1.
2. I Am A Red Raider:
A Marketing Campaign Designed with
Engagement in Mind
Allison Matherly
Texas Tech University
Join the Conversation: #eduweb14
EVERY DAY, I am a Red Raider.
3. Essence
• Capture the essence of
being a Red Raider
• Engage university
audiences
– Alumni
– Prospective Students
• Share pride
• Introducing to new people
• Red Raider family
#eduweb14 #IAmARedRaider
4. Goals
• Increase brand awareness
• Raise visibility of university
researchers
• Highlight high-profile alumni
• Engage audiences
• Reaching new audiences,
growing
• Encourage ownership
#eduweb14 #IAmARedRaider
5. It All Started With…
• A Statement
– I am a Red Raider
• A Hashtag
– #IAmARedRaider
• Strong Social Possibilities
• Past Campaigns
#eduweb14 #IAmARedRaider
6. Traditional Meets Social
• Lends an interactive feel to
traditional marketing
• Ads come to life
• Simple message
#eduweb14 #IAmARedRaider
9. Tactics
• National Commercial
• Print Ads
– Texas Monthly
– USA Today
• Digital Ads
– Texas Monthly
• Billboards
– Major Texas markets
– Texas Airports
• Facebook and Twitter Ads
– Football game days
#eduweb14 #IAmARedRaider
Dr. Sankar
Chatterjee
Paul Whitfield Horn Professor in
Geosciences and Museum Science
From the meteor that wiped out the
dinosaurs to the great-grandmother
of all crocodiles, Dr. Chatterjee and
his colleagues are making discoveries
today from events that happened
millions of years ago.
I am many things.
But wherever I go
and whatever I do,
EVERY DAY,
I am a Red Raider.
#IAmARedRaider
12. Website
• Share stories
• Made traditional
marketing more
interactive
• Made possible to
tell more
#eduweb14 #IAmARedRaider
13. Website
• Submitted Stories
• Andrew Bennett, great-
grandson of Mary Dale
Buckner
– First graduate of Texas
Technological College
#eduweb14 #IAmARedRaider
14. Admissions
• Raider Red’s mustache
• Introduced admitted
students to
#IAmARedRaider early
• Provided needed
encouragement to enroll
• Built community
#eduweb14 #IAmARedRaider
16. Super Bowl
• 3 Red Raiders in big
game
• Incorporated into
campaign
• Digital Billboard in
Times Square
• Introduced through
social media and
#IAmARedRaider
• Created excitement
and engagement
#eduweb14 #IAmARedRaider
23. What the Numbers Don’t Tell
• Overwhelming support
• Some of Texas Tech’s
most engaging content to
date
• Large portions of
audiences recognize the
campaign
#eduweb14 #IAmARedRaider
24. #IAmARedRaider 2.0
• Continuing campaign
• Next phase launches late
this month
• Double T means
I Am A Red Raider
#eduweb14 #IAmARedRaider
How did we decide on something that would reach all of those target audiences, and have them engage with it.
All all of campus to incorporate, as much as possible
Use 90th Anniversary Imagery
Brought a lot of different areas together, marketing, designers,
90th anniversary almost completely social and how led to understanding how social could go so far
Call to Action that was more than dropping someone on a homepage, it allowed the participation we really wanted
Call to Action that was more than dropping someone on a homepage, it allowed the participation we really wanted
Every day concept, we feature prominent alums, but it from CEOs to school teachers, we’re all red raiders
Knowing audience
Building audience
Not an execution, it was part of the strategy from the beginning
responding
Play the ad
Armen Williams later
Play the ad
Armen Williams later
Allowed us to tell more about the ads
Enthusiastic, however, did not make for fantastic stories
Mary Dale Buckner and her grandson andrew
Allowed us to tell more about the ads
Enthusiastic, however, did not make for fantastic stories
Mary Dale Buckner and her grandson andrew
Self mailer
Schools Apps
Monitored, retweeted and replied, giving admitted students the feeling of recognition
Self mailer
Schools Apps
Monitored, retweeted and replied, giving admitted students the feeling of recognition
Former student athlete? Iffy Okafor
Hance and his selfie, did he use the hashtag?
Don’t be possesive, allow your audiences, all of your audiences to take ownership
Small budget, creative ways
Twitter and facebook ads
Concentrated effort to show as many areas of campus as possible, allowed for it to appeal to so many people
Airport
Billboards – include digital billboards
Include bowl game in this
Airport
Billboards – include digital billboards
Include bowl game in this