Oh, It's Different Alright
Indiana State University

Indiana State University’s new Be So Bold campaign was our chance to get loud about the University’s commitment to excellence and innovation at every level. The bold was not only for volume and purpose, but also for what this University stood for. Throughout the life cycle of the Be So Bold campaign, we were telling stories and celebrating the bold transformations of alumni, students, and faculty, as well as the beautiful campus! Our goal was to find ways to broaden the definition of success and transformation and reveal the many ways people experience bold in their daily lives.

OUR PROMOTIONAL DIGITAL STRATEGY
With a clearly defined target audience, our paid campaign goal was simple: drive traffic to our new website, with view toward transitioning visitors into contributors. The creative execution included a mash-up of “before and after” imagery to showcase the bold transformations taking place at ISU, and highlight the four campaign priorities. With a mix of both video and image ads — and compelling messaging — the campaign was built for clicks. Our strategy included a suite of digital ads specially designed for newsfeed, story, and reel formats. In the first six days of our paid campaign, we were able to deliver 83k impressions, reach 23k people, and drive some serious traffic to our new site. All in time for homecoming week shenanigans!
SOCIAL MEDIA SUPPORT
Our promotional strategy also included a library of social posts and short videos to help engage audiences and drive site traffic. Based on the Be So Bold campaign key priorities and potential alumni interests, we developed several categories of post-types within the social library that our client partners could integrate into their content and post calendar.
Engagement = Likes + Comments + Shares. Boom diggity!

The two-month campaign experienced click-thru and engagement rates that were both off the charts! In eight weeks, we reached almost 60K potential donors, and generated 7,269 site visits with a staggering 9.15% engagement rate. “They liked us, they really liked us!”

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