UW Night Market 2018
- 10 mins
Role:
Director of Marketing and Public Relations
Responsibilities:
- Develop marketing strategy for UW Night Market 2018 campaign
- Lead creation and distribution of all promotional material (incl. graphics, posters, and videos)
- Coordinate outreach to UW organizations and media outlets for cross-promotions
Goals:
- Increase Facebook event reach:attendance ratio
- Increase post engagement rate
- Explore alternate sources for media exposure
Results:
- Facebook audience reach to attendee ratio increased from 3.75% in 2017 to 4.99% in 2018
- Increased event attendee stats increased by 33% from prior year
- Attracted 8000+ attendees to the event
- Formed partnership relationships with 13 new media publications
- Facebook event: facebook.com/events/991125381040343/
Strategy:
- Track page activity of followers, schedule content release take advantage of peak page activity
- Increase post engagement by posting more interactive content
- Focus on creating eye-drawing visual content along with engaging copy to attract audience
- Increase usage of Instagram platform
- Reach out to external media outlets for cross-promotion and marketing sponsorship
Examples of Marketing Material:
We created gifs and short videos as an eye-catching way to relay smaller amounts of information and quick reminders about the event.
- These are some countdown graphics we created to post on the Facebook event page (the event mascot Bobo is featured):
Longer promotional videos were also created to represent the main values of our organization, and the message we were hoping to deliver through this event- that food brings people together.
- This is one of 3 longer videos we promoted on Youtube, Facebook, and Instagram:
We featured photos with the hashtag #uwnightmarket2018 or tagged @uwnightmarket to increase post exposure on Instagram, and to encourage people to follow our official account.
- Here are some of our reposted photos:
Infographics were designed by the Marketing Team to relay important event information in an easy-to-consume format.
- Posts like this were shared on the official Facebook and Instagram pages:
Amber Hsu
Senior studying English and Biochemistry at the UW