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PREP AND
CIRCUMSTANCE
M A K I N G A N N U A L E V E N T S N E W S W O R T H Y T I M E A F T E R T I M E
WELCOME AND HELLO
Kristen BaileyCommunications [email protected]@kshawbailey
Serena WallaceEvent [email protected]@thefriz11
WHAT IS THIS?
A Commencement Case Study(Fall 2015)
• Through Spring 2013: Just a traditional news release
• No homepage presence
HOW WERE WE ACKNOWLEDGING IT?
WHY CHANGE?
WHY CHANGE?
Commencement felt stale
• We were on auto-pilot
• Repeating without innovation
• Didn’t match our facelift
WHY CHANGE?
WHY CHANGE NOW?
Milestone = Deadline
WHY CHANGE NOW?
WHY CHANGE NOW?
Positive response from small scale test
We had the right people and resources.
WHY CHANGE NOW?
• Large group brainstorming
• Likes and dislikes equally important
• Benchmark
HOW TO START
HOW TO START
• Reformat the Parent Postcard
• Have oldest grad in the ceremony
• Invite alumni to sit at the ceremony
• Throwback edition of the Technique/Whistle
• Monthly articles on Commencement traditions
• Commencement App
• Reformat the Commencement webpage
• Have golfcart rides from parking
• Make a student seating chart
• Add Live pre-ceremony video
• Have commentators on the webstream
• Create an interactive program for online
• Add social media posts to the pre-show
• Email parents as students walk across stage
• Add screens to line up
• Create program games like a scavenger hunt
• Use go-pros to get different ceremony POV
• Create a mortar board decorating contest
• New infographics about the ceremony for web and jumbo tron use
• Show ceremony stats during the ceremony
• Create a new commencement prep video
• Add LED screens to the stage
• Add decorations to O'Keefe Gym
• Light up the campus in celebration
• Place regalia around campus
• Add more video elements to the live show
• Give commencement signage to colleges
• Robots at the ceremony
• More balloons
• Redesign the banners
• Add live music to the ceremony
• Redesign the commencement program
• Create commencement graphics for gatech.edu
• Volunteer recruitment campaign
• Add humor and memes to student communications
• Text message system for students or guests
• Mobile ticketing system
Or, how Commencement will take over the world
• Main page = Commencement
• Extend the life of the event
• Get excited
EVENT GOALS
• Go beyond the basics of Commencement day
• Celebrate the Tech community and tradition
• Make this Commencement special for both the graduates and the people who go every semester
GOALS
GOALS
The Official Collaboration List
• Create evergreen videos
• Actively curate our pre-show
• Have homepage reflect that it’s Commencement
• Create Commencement-related features to lead up to the ceremony
WHAT CHANGED?
WHAT CHANGED?
B-Roll for days!
WHAT CHANGED?
Created videos unique to Commencement, but evergreen to play
Commencement LIVE
• Event pre-show
• Entertain guests
• Showcase our students
• Reuse content
WHAT CHANGED?
WHAT CHANGED?
WHAT CHANGED?
WHAT CHANGED?
WHAT CHANGED?
WHAT CHANGED?
WHAT CHANGED?
DID WE ACHIEVE OUR GOALS?
• Event Goals
• Commencement reign supreme
• Extend the life of the event
• Happy faces
• News Goals
• Go beyond basics
• Celebrate people and tradition
• Make it special whether it's your first or 50th ceremony
HOW DO WE MEASURE SUCCESS?
• Commencement coverage began mid-November.
• Homepage domination began beginning of Commencement week.
HOW DO WE MEASURE SUCCESS?
• For month of Fall 2015 Commencement, our three Commencement features were the most viewed on our site.
• Cap and Gown: Got as many clicks in two days as we typically get in one week.
• What Not to Wear: top story on our entire news site.
• Features six months later:
• Breaking Down the Cap and Gown: #7
• A Family Tradition: #15
• Looking Back: #21
HOW DO WE MEASURE SUCCESS?
HOW DO WE MEASURE SUCCESS?
HOW DO WE MEASURE SUCCESS?
WHERE TO FROM HERE?
• Start each semester with a brainstorm
• Identify what can we re-use
• Create a formula to reach all audiences
• Graduates
• Alumni/Guests
• Faculty/Staff
• Expand the group
WHERE TO FROM HERE?
WHERE TO FROM HERE?
THANK YOU
Kristen BaileyCommunications [email protected]@kshawbailey
Serena WallaceEvent [email protected]@thefriz11