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Newstalgia

AAF of the Midlands Silver

Once My Carolina Alumni Association completed its 60,000-square-foot Alumni Center, we began to encourage global connectivity and engagement. mynewstalgia.com
Results

Over 15,000 visitors attended Alumni Center events, plus 10,000 more attended the Brad Paisley concert. Nearly 3,000 alumni across 40 states watched the video tour and My Carolina made gains on social, generating more than 995,500 impressions on Facebook and Twitter.

Objective

Use the grand opening of the $26.5 million privately funded My Carolina Alumni Center as a high-profile tool to reposition the Alumni Association from a donation-based model to an engagement-oriented organization built on connections.

Strategy

Utilize digital tools to take advantage of Homecoming week to raise opportunities for both in-person and digital engagement, offering both local and alumni at a distance an inclusive experience to celebrate the university’s past and embrace its future.

Tactics

Mynewstalgia.com provides a video tour of the new Alumni Center, plus the ability to connect online and engage. In addition to the microsite and social media campaign, the fully integrated multimedia campaign included Snapchat filters, social media badges, banners and promotional materials.

Connectivity at the next level

Mynewstalgia.com allows alumni to take a video tour of the new Alumni Center, connect online and engage with each other. In addition to the microsite and social media campaign, the fully integrated multimedia campaign included Snapchat filters, social media badges, banners and promotional materials.

Adapting to change

What happens when Homecoming is interrupted by an unprecedented, thousand-year flood? The message shifted from celebrating the center to utilizing the new venue as a flood relief command center for needs distribution, increasing alumni engagement across the country.

Photo by Ali O’Hara @coladaily