The University Of Mobile (UM) is a faith-based (Baptist-affliated) university located just outside of Mobile, AL. The university had realized a positive increase in overall student enrollment, however they had a decrease in enrollment from the local Mobile metropolitan area. Research showed that potential area students had little knowledge of what UM’s campus life was like.
Their goal: increase area enrollment.
Develop a campaign that empowered actual UM students to share their life through Social Media, and at the same time use Traditional Media to help build even more awareness. ‘#BeliefInU’ is about UM’s students believing in themselves, their faith and their school enough to want to share it with the rest of the world. We built a beliefinu.com website to aggregate student ‘selfies’ and other social activity from Instagram, Facebook and Twitter. The hashtag, #beliefinu was used in their posts. Potential students were given a glimpse into what their UM campus life might look like.
Tactics: Social Media management and Advertising, Pandora Radio, TV, Outdoor, Radio
Out of over one-thousand colleges, universities and secondary schools from all fifty states and several foreign countries the University of Mobile's ‘#BeliefInU’ campaign was named "Best of Show" in the Total Advertising Category for the 30th Annual Education Advertising Awards by the Higher Education Marketing Report.
In 2014 UM held its largest local campus visitation day in their history and exceeded it’s goal increasing enrollees by 200%. University of Mobile welcomed its largest freshman class ever in the Fall of 2014, and again in 2015. And the student population is still acting as ambassadors by using the hashtag and social channels to post events and happenings of university campus life.