Background:
The University of Alabama at Birmingham (UAB) Advancement office launched a fundraising campaign to support the UAB Marching Band. As part of the campaign, the Advancement office charged me with creating a social media campaign to engage with UAB Marching Band Alumni in the Birmingham community.
Objectives:
I was tasked with developing an organic social media campaign to engage UAB Marching Band Alumni with the Marching Band fundraiser.
The campaign had two main objectives:
-Highlight alumni stories that were strengthened by participation in the Marching Band.
-Drive a portion of fundraiser participation with UAB Alumni.
Approach:
To achieve the campaign's objectives, the team developed a multi-faceted approach that included:
-Social media content: The team created a series of social media posts highlighting the impact of the Marching Band on the lives of UAB Alumni. These posts featured alumni stories, photos, and videos of the Marching Band in action.
-Email marketing: The team sent targeted emails to UAB Marching Band Alumni, highlighting the campaign and encouraging them to get involved.
Results:
The campaign was successful in engaging UAB Marching Band Alumni and driving participation in the fundraiser, ultimately raising $70K to support the UAB Marching Band.
Conclusion:
The UAB Marching Band Alumni Fundraising campaign was a successful effort to engage and mobilize UAB Alumni to support the Marching Band. The combination of social media content, email marketing, and in-person events was effective in driving participation and fostering a sense of community among UAB Alumni.
Static social posts. I wanted to maintain some creative DNA between this campaign and the mainline campaign, so key elements like the logo, colors and stylized typography were carried over to this campaign.
A video post. The videos had a more stylized, midcentury modern feel to them, compared to the raw 90's vibe of the student videos.
