Case Study: #WeAreWillPower Campaign

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Objective

At William Paterson University, civic engagement is one of the core values that is inherent in our mission and strategic plan. WP provides civic engagement activities for students that facilitate personal growth, help prepare students for careers and develop productive citizens. The #DoGoodWP social media campaign was created to translate the wide range of academic and extracurricular civic engagement programs and activities into a digital experience. #DoGoodWP aimed to collect, curate and share authentic examples of volunteer work, community service, and the powerful impact of these activities from within the University community to stimulate organic conversation and build awareness of WP’s commitment to civic engagement.

Tactics

  • WP utilized Facebook, Twitter, Instagram, LinkedIn, and Snapchat to create and share photos, videos, gifs, student stories, and internal and external news stories generated by the Marketing and Public Relations team to create an overall sense of the William Paterson civic engagement experience.

  • The #DoGoodWP hashtag was established for community use and was utilized when sharing University-generated content that demonstrated civic engagement opportunities, activities and outcomes on social media.

  • Visibility was created for #DoGoodWP by featuring key elements on the University homepage and relevant individual University sites (Civic Engagement page, Academic pages, Veterans Affairs page, etc.). Content was also creatively and strategically shared across WP’s wide network of social platforms.

2019 Results

  • Twitter: 98,000+ impressions, 120+ retweets, 400+ likes

  • Facebook: 42,300+ reach, 1,000+ reactions, 100+ shares, 40+ comments

  • Instagram: 27,700+ impressions, 2,400+ likes, 25+ comments, 3,500+ story views.

  • Snapchat: 2,300+ story views, 4,500+ geofilter uses

  • LinkedIn: 21,500+ impressions, 120+ likes

Highlights and Examples