UCLA Mobile QR Code Marketing Campaign

Events Graduate Student Orientation Fair Enormous Activities Fair

Print Kiosk posters Daily Bruin Ad Table Tents in dining halls Residence Halls posters Wallet Cards

Online MyUCLA Spotlight DailyBruin.com Banner Ad Bruinwalk.com Banner Ad

Event Poster Kiosk Poster

In the fall of 2011, UCLA Marketing & Special Events embarked on an aggressive online and print campaign to help promote the awareness of UCLA mobile (http://m.ucla.edu) on campus, which was launched in Sept 2010. Prior to this marketing campaign, awareness relied mainly on word-of-mouth and self-discovery.

A 2011 annual tracking study done by UCLA Communications & Public Outreach had found that less than 4 out of 10 UCLA students and 1 out of 10 UCLA staff members had ever visited the UCLA mobile site. However, 96% of students and staff who visited the mobile site found it informative and useful.

The campaign consisted of a multi-channel approach, which included marketing through campus events, online and print using QR codes to measure direct engagement within offline mediums.

2

Events In September 2011, two major events were targeted on campus to help create awareness for new students. Information booths were setup with a giant poster and wallet cards were passed out that contained QR codes encouraging students to explore UCLA mobile. Additional wallet cards were also distributed to various campus partners such as Transportation and the Library.

Graduate Student Resource Fair

The Graduate Student Resource Fair is part of Graduate Student Orientation for all new graduate students at UCLA. The event, held in Ackerman Grand Ballroom, attracts departments and resources centers from around campus and provides graduate students with information about campus resources and support services.

Enormous Activities Fair

The Enormous Activities Fair is held each year in Royce Quad and Wilson Plaza during zero week for students. The event attracts thousands of students who come to find out more about organizations they can get involved, with over 400 student organizations being represented.

Students were very interested in trying out the mobile website and happy to learn about the useful features it provided such as the BruinBus schedule and Campus Map. Many were also pleased to find out that it worked on any device and no app was required.

3

Print Kiosk Posters

16 kiosk posters were strategically placed around campus focusing on 4 specific functions of UCLA mobile: BruinBus, Happenings, Maps, and News. Each kiosk poster also contained its own unique QR code that when scanned sent additional information on its exact location, allowing for precise tracking within Google Analytics via Campaigns.

Kiosk 23 – Schoenberg Hall Kiosk 23 – Schoenberg Hall

Google Analytics Tracking via

4

Daily Bruin

Traditional quarter page ads were placed in UCLA’s student newspaper, the Daily Bruin.

Table Tents in Residence Halls

Table tents were placed in holders within the dining areas affiliated with residence halls, which included Covel, De Neve, Hedrick, and Rendezvous Restaurant.

5

Residence Halls

Full sized posters were hung within residence halls lobbies.

Online MyUCLA

A spotlight was created on UCLA’s student portal MyUCLA.

6

Dailybruin.com and Bruinwalk.com

Banner ads were placed on the Daily Bruin’s website and Bruinwalk, a website operated by Student Media that features UCLA professor reviews, used book trading and reviews of apartments near UCLA’s Westwood campus.

Results In addition to being able to track QR code engagement on our kiosks, unique QR codes were also created on all other print mediums, allowing for precise tracking.

Stats are from Sept 1 – Dec 31, 2011

7

Highlights & Notes Top 3 Most Scanned Kiosks

1. Schoenberg Hall (BruinBus) 2. Engineering Building (Map) 3. Lot 32 (BruinBus)

Top 3 Most Scanned Media

1. Wallet Cards 2. MyUCLA Website Spotlight Ad 3. Daily Bruin Print Ad

Traffic for the mobile website grew from the previous year over the same time period with pageviews up 122% and the average time on page up 30%. Note that the bounce rate, when a visitor only views a single page on a website and leaves without visiting any other pages, is significantly higher. This is most likely due to the influx of people who saw the ads and were curious to see what the UCLA mobile website looked liked.

Traffic

• The highest amount of engagement for kiosk posters were with the BruinBus. These posters were strategically placed next to BruinBus stop locations and traffic areas in direct paths toward stop locations such as Schoenberg Hall.

• Wallet cards had the most consistent amount of traffic, with analytics showing continuous traffic throughout the

The mobile campaign proved to be a great success. Feedback has been extremely positive with increased awareness and engagement of the mobile website. The use of QR codes has also allowed Marketing & Special Events to track direct engagement and response rates via offline mediums, something that has traditionally not been available.

For more information, please contact: Mike Takahashi (mike@takadesigns.com)