My task was to create a Facebook campaign promoting UBC Sauder School of Business’ Reunions 2018 with the goal of creating awareness and anticipation through posts that piqued the community’s interest.
To do this, I created a series of Facebook posts for each of the day’s features: a talk featuring Vancity CEO, Tamara Vrooman; POITS, a time-honoured UBC Sauder tradition; alumni spotlights featuring event suppliers who graduated from UBC Sauder; and an Air Canada raffle. The posts aimed to touch on nostalgia and school pride while also highlighting opportunities for career development – all things the community valued.
While post engagement was relatively low, conversion rates were high with overall registrations reaching over 1,500 halfway through the registration period. The talk with Tamara Vrooman also sold out and went to a waitlist within 1 month of the first post.