During my year-long internship with Live Well UT, I was able to design and implement several public relations campaigns and event marketing strategies. These samples are pieces of larger campaigns that I worked on.
March 24, 2017
Energii Health and Wellness Expo
Target Market
The target market in which we intend to reach includes students at the University of Tampa who are interested in bettering their health through our health and wellness initiatives. The target market also includes students who are not yet aware of their interest in health and wellness, which creates opportunity for an increase in involvement with our initiatives. Our goal is to align students who need the resources that Live Well UT provides. During the event, each initiative will host informal activities that will help spread this message.
| Direct Marketing | Online Marketing |
| – Chalking in Vaughn courtyard (2/24 & 3/17) – Folding A-frame (3/20) – Quarter sheet flyers (Tabling dated TBD & 3/24) – Plasma screens (2/27 & 3/13) | – University website (ASAP) – OSLE weekly update (Request on 3/15) – Global email (Request on 3/15) – Orgsync (ASAP) |
| Social Media | Word of Mouth |
| – Facebook Event (Created 2/24) – Facebook (3/20, 3/21, 3/22, 3/23, 3/24) – Instagram (3/20, 3/21, 3/22, 3/23, 3/24) – Snapchat Geofilters (Create and request ASAP) | – Student Government announcement (3/14 & 3/21) – Flyer distribution via resident halls (3/13) |
Measurement
To measure student attendance at the event, there are several methods. Methods for this measurement include number of ID cards scanned at event entrances, number of bags handed out, and number of Live Well UT application downloads (necessary to receive giveaways). In order to measure the success of certain marketing strategies, social media analytics will be used. Using Facebook analytics, the number of users invited to the event will be compared to the number of users who were “interested in going” and who were “going”. In addition, the reach of the posts will be analyzed. Using Snapchat, the number of users who used the filters created and the number of users who viewed them will be evaluated.
April 27, 2017
Live Well UT Public Relations Campaign
Objectives
1. Reach 800 followers on Instagram and Twitter by December 2016.
2. Increase attendance at Live Well UT sponsored events.
3. Get an event published in the Tampa Tribune or Tampa Bay Times.
4. Get an event covered by Fox 13 or Bay News 9.
Overall Campaign Strategy
Develop a social media campaign that makes students aware of the Live Well UT brand and the organizations associated with the brand. Host an event sponsored by Live Well UT and its organizations, that will get local news coverage aware of the university’s efforts to promote a healthy lifestyle for its students.
| Strategy | Tactic |
| Have the 20 organizations state their relationship with the Live Well UT brand. | – Organizations should use #LiveWellUT on their individual social media accounts. – Organizations should use signage stating “sponsored by Live Well UT” at tabling events. – Flyers, banners, and posters should also contain the Live Well UT brand logo. |
| Hold a social media contest. | – Hand out bracelets during campus events and at Live Well UT tabling events. – Host a monthly competition on Instagram and Twitter. |
| Develop weekly updates on all social media accounts. | – Post upcoming events every week on the Live Well UT website, Facebook, Instagram, and Twitter. – Post follow up pictures from events on social media accounts. |
| Relaunch website in August 2016 to be more innovative and interactive. | – Publish content that encourages students to share information on their personal social media accounts. – Publish content from popular websites and blogs that promote living a healthy lifestyle and relate to wellness. |
| Host a fundraising event on campus. | – Hold a 5K flavor run. – All proceeds from the event will be donated to the Crisis Center of Tampa Bay. – Post a countdown to the event on all media accounts (website, Facebook, Instagram, and Twitter). – Invite news media to cover event. |
Haley Bockius 