Capture the Fun | Marketing Campaign
Roxanne Corbin
Objective
The "Capture the Fun" campaign aims to engage and connect the Stanford community, particularly focusing on incoming undergraduate students (Class of 2028), by emphasizing the importance of fun, belonging, and active participation. Through strategic engagement both in-person and online, the campaign seeks to establish Stanford Recreation and Wellness as the central hub for fun and wellness on campus, while encouraging students to share and celebrate their memorable moments.
What we've done
1. Collaborative Development
2. Key Messaging and Tone
3. Event Planning and Execution
4. Content Creation
Creative Process
1. Ideation and Collaboration: I facilitated cross-functional collaboration to brainstorm and refine ideas, ensuring the campaign was aligned with our goals for incoming frosh and the overall tone for the academic year. We discussed strategies to make the campaign memorable and engaging, with a focus on user-generated content and community involvement.
2. Design and Execution: Led our design team to embrace a retro aesthetic with Polaroid elements, connecting the "Capture the Fun" theme to the concept of snapping photos and encouraging students to document and share their experiences.
3. Engagement Strategy: Integrated the campaign across multiple platforms, including in-person events and social media (Instagram, Facebook, Twitter), to create a cohesive and engaging experience. We encouraged students to share their own fun moments, reinforcing the community-oriented and interactive nature of the campaign.
Results
1. Successfully engaged 650+ incoming frosh at Rec Fest, with active participation in photo opportunities, T-shirt giveaways, and other event activities.
2. Achieved a 9% increase in Instagram follower growth and a 200% increase in reach across social media channels, demonstrating the campaign's effectiveness in boosting online engagement.
3. Sold out the Stanford Campus Cardinal and Platinum Passes, as well as the Redwood City Cardinal Pass. This was a significant achievement, as it marked the first time these passes sold out since pre-pandemic.
4. Strengthened the sense of belonging and excitement among new students, positioning Stanford Recreation and Wellness as a key part of their university experience.
Conclusion
The "Capture the Fun" campaign effectively set the tone for the academic year, creating a vibrant and welcoming environment for the Class of 2028. By blending retro aesthetics with engaging activities, we successfully encouraged user-generated content and built strong community connections. The collaboration with the marketing team and planning committee, coupled with strategic content creation and in-person engagement, laid a strong foundation for continued involvement and fun throughout the year.
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Posted Mar 2, 2025
This campaign engaged and connected the Stanford community, particularly focusing on incoming FROSH, by emphasizing the importance of fun and belonging.
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Timeline
May 1, 2024 - Sep 22, 2024
