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This presentation gives an overview of the digital communications campaign aimed at new undergraduate students which was run by the Digital Communications Team at The University of Nottingham in 2012 and 2013. The campaign has picked up a number of awards, including Best Low Budget Campaign at the UK Social Media Communications Awards and the UK Public Sector Communications Awards.
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A fresh start: Digital campaign
Photograph taken by our in-house photographer as students arrived in Freshers’ week
A fresh start blog
Sample Fresh Start blog post showing content produced by a current student
Word cloud from all our Fresh Start blog posts
Sample Facebook posts
Facebook Insights showing the surge in likes following A Level Results Day in Aug 2012
Facebook Freshers page fan demographics
@UoNFreshers Twitter account
Use of #UoNFreshers hashtag by students and other University departments
Some sample tweets from new students
Freshers’ board on Pinterest
Cross-channel promotion University website home page
Promotion of the project using links and QR code in our print Welcome Guide mailed to all UK students and emailed in PDF format to all international students.
Email sent to all new students (around 7,200) prior to starting. There were 5,380 click throughs from this and 2 other emails sent in September 2012.
Outcomes Google Analytics results showing key search terms for new students for the week following A Level Results Day 2012 compared to the same period in 2011. “Portal” refers to the University’s student intranet used by new starters and current students.
Outcomes
Google Analytics showing rise in traffic to New Starters web pages for the week following A Level Results Day in 2012 compared to the same period in 2011.
Outcomes Google Analytics graph showing page views for the Fresh Start blog with an early peak on A Level Results Day followed by a larger peak in mid-September when our main email went out to new starters.
Thank you for listening
blogs.nottingham.ac.uk/freshers2012
facebook.com/UoNFreshers
@UoNFreshers #UoNFreshers
http://pinterest.com/uniofnotts/freshers/
https://foursquare.com/uniofnottingham/lists/