SoMe 2014 Submission: Portland State of Mind

2014 Social Media
Awards Submission:
“Portland State of
Mind” + Instagram
Contest
Breaking Social
In the Trenches
Just ‘Cause
Go Local
House Party
Dream Team
ET Phone Home
The Unsung Hero

Entry Info
• Campaign: “Portland State of Mind” + Instagram Contest
• Client: Portland State University
• Company: Portland State University (in-house team)
• Location: Portland, OR
• Project leads:
• Christian Aniciete, social media coordinator
• Julie Smith, director of marketing
• Kenny Dow, athletics marketing director
• Tom Bull, alumni executive director

Qualitative & Quantitative Objectives
• To launch and draw public attention to the annual Portland
State of Mind campus celebration from October 18 to 27, 2014 –
“10 days of serious fun”
• To inspire online engagement
- To invite user-generated content through an Instagram contest
to help tell the story of “Portland State of Mind”
- To generate 100 Instagram submissions tagged #PSOM
- To grow PSU’s new Instagram presence by 100 new followers
- To cross promote among PSU social media channels including
Facebook and Twitter
• To build PSU pride

Target Audience
• Prospective PSU students: The campaign strived to give this audience
a sense of what life is like on campus through photos that range from an
afternoon at PSU’s Park Blocks to a student event on campus. User-
generated photos such as the ones submitted in the contest helped
generate excitement that is authentic and genuine – far more personal
than a glossy marketing brochure about PSU
• Current PSU students: As current college students are overloaded with
social networks heavy on text, PSU’s Instagram site offers a visual
alternative to showcase campus life from the mundane (ie. an afternoon
in the cafeteria) to exclusive, behind the scenes happenings (ie. meet and
greet with Anderson Cooper, who was a keynote speaker during “Portland
State of Mind”)
• Alumni: PSU’s Instagram site allows alumni to connect with their alma
mater visually, create nostalgia, and inspire them to donate to the school
someday
• Local Portland community

Challenges
• Portland State of Mind is a new campus tradition started in 2012
• Limited promotional budget
• Limited buy-in from PSU leadership
• Urban 49-acre campus right in the heart of Portland
• 30,000 non-traditional students (average age is 26)
• Young campus (founded in 1984) with limited traditions
• Based on public perception survey, PSU lags behind traditional
university measures of “athletic,” “pride,” “well-respected” and
“young” when compared to Oregon State and University of Oregon
(domestic competitors) and Arizona State (similar urban
institution)

Campaign Strategy,
Deliverables, Tools &
Tactics

Overview
• Discover your online presence
• Improve your story on external and
internal web sites
• Engage fans and garner user-generated
content
• Monitor and respond
• A campus and city-wide scavenger hunt kicked off the campaign
• Nearly 100 students and Portland citizens registered to solve campus and downtown
Portland clues
• At each location, they took a photo of themselves with a Portland State of Mind prop to
prove they were there and posted it to Twitter/Instagram with the hashtag #PSOMHunt
and #PSOM
Scavenger Hunt

Overview
internal web sites
content
Scavenger Hunt

Overview
internal web sites
content
Video
• A promo video was created in-house and uploaded on YouTube; a 15-second cut was
uploaded on Instagram
• The video has generated over 3,400 views since September 2013
• The video can be found on youtube.com/portlandstateu and instagram.com/portlandstate

Overview
internal web sites
content
Campaign website
Scavenger Hunt
• A website was built in-house to
promote the campaign
• www.pdx.edu/insidepsu/portla
nd-state-of-mind
• The website featured the
promo video, 50+ event
listings, and links to a
merchandise online store and
contest page

Overview
internal web sites
content
Contest website
Scavenger Hunt
• A contest website was built as
part of the Portland State of
Mind campaign
• The contest page included
instructions, prizes
information and terms and
conditions
• The contest page embedded
the most recent Instagram
photos tagged #PSOM,
#GoViks and #PortlandState
• The first 100 participants
received a special T-Shirt

Overview
internal web sites
content
Posters
• Over 500 of these 11x17 posters were
created in-house and distributed
throughout the PSU campus
• The posters also were distributed
throughout the city of Portland including
restaurants and businesses
• The poster prominently called out the
Portland State of Mind contest

Overview
internal web sites
content
Handbills
• Over 1,000 of these handbills were
distributed all over the PSU campus
and the city of Portland, including
restaurants and local businesses
• Placed on front desks in various
offices at PSU, these handbills were
made available to students, faculty,
staff and community members to
pick up to learn not only about the
events taking place during the
Portland State of Mind, but most
importantly the photo contest

Overview
internal web sites
content
Newspaper
• This was an insert in the PSU Vanguard, Portland State’s student newspaper
• The student publication has a circulation of over 5,000 and is distributed for free all
over the campus

Overview
internal web sites
content
Newspaper
• A two-page spread insert
was developed in-house for
The Oregonian, the largest
newspaper in the state of
Oregon
• The insert advertised the
Portland State of Mind
celebration and the
Instagram photo contest

Overview
internal web sites
content
Promotion

Overview
internal web sites
content
• The first 100 participants of the Instagram contest won an exclusive Portland State of
Mind shirt
• Shirts that featured over 10 other in-house produced iconic Portland State of Mind
designs were sold at all events and online at pdx.edu/shop
Merchandise

Results: Event Awareness
• Highly successful events were held during Portland State of
Mind
• 39 departments hosted their own events
• 10 student groups hosted their own events
• A total of 67 events were held
• Based on surveys and ticket admissions, there were a total of
14,000 participants
• The campus celebration generated $20,250 in sponsorships
• Generated $8,800+ media in kind
• Generated $84,000 earned media

Overview
internal web sites
content

Results: Promotional Reach
• Oregonian – 126,959
• OPB Radio – 364,000
• Pamplin Media Group – 331,160
• Portland Mercury – 161,500
• PDX Pipeline – 150,000
• PSU Vanguard – 6,000
• PSU Magazine – 120,000
• Inside PSU eNews – 29,000
• Evites – 42,740
• Outdoor – lights, banners, delivery cart
• Street Car – inside, reader boards, case
• Facebook – 132,929

Results: Online Engagement (Instagram)
• PSU’s Instagram site grew in following
- 0 to 500 (October 2012)
- Over 600 new followers (a 220% increase in October 2013)
- Currently 3,1300+ followers (to date)
• Generated over 800 user-generated photos tagged #PSOM
- This was 200+ more from the previous year: a 233% increase
• Over 15,000 user-generated photos tagged #PortlandState
and #GoViks combined.
- This was about a 500% increase from October 2012 (3,000
photos at the time)
• PSU social media fans on Facebook, Twitter and Instagram
voted for the top 3 photos to win grand prize items based on total
number of “likes”

Overview
internal web sites
content
• The first 100 participants in the contest received a
free PSU shirt
• Out of 800+ submissions, PSU social media fans on
Twitter, Facebook and Instagram voted for their top
3 favorite photos
• Winners received prizes donated by local
businesses like backpack, iPods and gift certificates

Results: Online Engagement
• Campaign + contest website views – 15,270
• Promo YouTube video views – 3,007
• Tumblr reblogs – 38
• 500+ new fans on Facebook
• 500+ new followers on Twitter
• Twitter highlights
• @RogueAles retweet – 55,000 followers
• #SimonBenson2013 trended
• @OKGo tweet – 1,000,000 followers

More info about PSU’s social media
pdx.edu/connect/l
ogin-and-link-up

SoMe 2014 Submission: Portland State of Mind

SoMe 2014 Submission: Portland State of Mind

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