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CHOOSE HOUSTON|PORTFOLIO

University  of  Houston   5a:  Internal  Communica8ons  Campaign   Keep  Houston  Red    

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University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

KEEP HOUSTON RED|OVERVIEW

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Keep Houston Red Campaign

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

In 2011, we initiated and managed the Keep Houston Red campaign, a series of community outreach programs, social media initiatives and e-communication messages that solicited to campus and external audiences to wear UH RED to support the City of Houstonʼs university. The viral campaign achieved over 25 million impressions within the first semester." ! High-Achieving Red Programs:! 1.  Cougar Red Friday (www.uh.edu/crf) " 2.  TOSS (http://bit.ly/hwHMaN) " 3.  Crank It Up Coogs ! (www.crankitupcoogs.com)" ! Media Coverage:! • UH Media (http://bit.ly/t5HKrc) ! • KTRK-TV13 (http://bit.ly/vhBlKK) " • FOX (http://bit.ly/tkxcB8)" • KHOU11 (http://yhoo.it/tG9dny) " Vi d e o P o r t f o l i o : h t t p : / / b i t . l y / t 6 G u f I!

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University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

KEEP HOUSTON RED|PROMOTIONS

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DIGITAL WALLPAPER & EVENT SIGNAGE

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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UH SOCIAL MEDIA CARD

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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OUTDOOR BANNER (Heritage Mark)

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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UH BILLBOARD

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

KEEP HOUSTON RED|MEDIA

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MEDIA COVERAGE

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

We led Keep Houston Red social media blitz during the nationally televised ESPN College GameDay visit at the University of Houston, including outdoor building signage, cheer signs, T-shirts and social media blitzes. http://www.youtube.com/user/ UHGameDay" "

  Analytics:! • Total TV viewership over 2,000,000! • 5,000 people in attendance" • 10,000 impressions from institutional video spots " • Over 3500 Facebook views and 2400 Tweets " • Over 13,000 views on UH GameDay YouTube Channel" • 1,000 UH T-shirts and cheer signs were disseminated to the crowd" 10  


MEDIA COVERAGE | UH Magazine

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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MEDIA COVERAGE | UH Magazine

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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MEDIA COVERAGE | UH Magazine

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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MEDIA COVERAGE | UH Magazine

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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MEDIA COVERAGE

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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MEDIA COVERAGE

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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MEDIA COVERAGE

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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MEDIA COVERAGE

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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MEDIA COVERAGE

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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MEDIA COVERAGE

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

KEEP HOUSTON RED|WEB

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COUGAR RED FRIDAY WEBSITE

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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CRANK IT UP COOGS WEBSITE

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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TRADE-IN OTHER SCHOOL’ T-SHIRTS WEBSITE

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

KEEP HOUSTON RED|VIDEO

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VIDEO

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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VIDEO

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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VIDEO

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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VIDEO

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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VIDEO

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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VIDEO

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

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University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

KEEP HOUSTON RED|ANALYTICS

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SOCIAL MEDIA

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

Social  Media:  56%  growth  of  @UH_Cougars   Twi6er  followers/41%growth  of  Facebook  fans/ In  2011,  UH  ranked  #1  in  most  engaging  and  #5   in  largest  percentage  growth  for  Facebook   pages  in  Higher  Ed  (h.p://bit.ly/zUoFsG)  

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SOCIAL MEDIA ANALYTICS

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

  UH ranked #1 in most engaging in 2011:" 1.  University of Houston (.4879%)" 2.  NC State University (.4443%)" 3.  University of Wisconsin – Milwaukee (.4398%)" 4.  Texas A&M University (.4270%)" 5.  University of Wisconsin – Madison (.3402%)" 6.   University of Iowa (.3102%)" 7.  Georgia State University (.3026%)" 8.  University of Buffalo (.2922%)" 9.  UC San Diego (.2882%)" UH ranked #5 in largest percentage growth in 2011:" 10. Kansas University (.2668%)" 1.  University of Iowa (401%)" 2.  UC San Diego (275%)" 3.  Temple University (192%)" 4.  Buffalo (183%)" 5.  University of Houston (163%)" 6.  University of Florida (138%)" 7.  UNLV (126%)" 8.  University of Alabama (120%)" 9.  Boston University (119%)" 10. Arizona State University (116%)"   S o u r c e : h t t p : / / b i t . l y / z U o F34  s G !


VIDEO & PHOTO

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

Video  &  Photo:  Produced  23,435  views  on  UH   YouTube  page/  the  Cougar  Red  Friday  30  sec   spot  played  at  Robertson  Stadium  during  the  UH   Football  season  and  ESPN  College  GameDay  to  a   total  of  270,000  people/Over  50  photo  entries    

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COMMUNITY PARTNERSHIPS

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

Community Partnerships: Launched  30  UH  business  flags  that   garnered  over  25  million  drive-­‐by  impressions/Houston  City   Hall  building  glowed  red  Saturday  (12/3/11)  for  Keep  Houston   Red/UH  Magazine  KHR  ar^cle  readership  of  75,000  and  viewed   2,421  ^mes  online/11  Media  Stories  (KTRK-­‐TV13,  FOX26,   KHOU11,  UH  Media)/  ESPN  College  GameDay  (Over  2  million  in   total  TV  Viewership)  !

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GUERILLA TACTICS

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

Guerilla Tactics: 2,000  students   par^cipated  in  KHR  flash  mobs/campus  and   local  community  groups  launched  15  KHR   ini^a^ves/Over  30  KHR  campus  and   classroom  blitzes  w/  Shasta  the  mascot  !

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EVENT SIGNAGE

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

Event Signage: Launched  a  KHR  billboard  that   garnered  over  30  million  drive-­‐by  impressions/ Launched  KHR  campus  signage  that  accrued  2   million  impressions  in  TV  viewership  from  ESPN   College  GameDay  and  one  million  impressions  in   fall  ’11  for  total  walk-­‐by  viewership  !

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EMAIL

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

Email: Weekly  KHR  email  no^fica^ons  to   students,  faculty,  staff  and  alumni  with  and   Average  Email  Open  Rate  of  37.46%  and   1.76%  Average  Email  Click  Through  Rate  !

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WEB

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

Web: 10,998  total  web  site  views/1,061  

download  clicks  for  KHR  digital  wallpaper/ 3,123  homepage  story  clicks  !

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PRIDE AMBASSADORS

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

Pride Ambassadors: 3,000  other  

school’s  T-­‐shirts  traded  out  at  TOSS   events  !

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SWAG

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

SWAG: 5,000  KHR  T-­‐shirts,  10,000  

social  media  cards  and  1,000  KHR   posters  handed  out  !

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University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

University  of  Houston   12c:  Grass  Roots  Program/Guerilla  Marke8ng   Keep  Houston  Red    

Gus  Forward  –  UH  University  Marke8ng   5a:  Internal  Communica8ons  Campaign   Keep  Houston  Red    

Gus  Forward  –  UH  University  Marke8ng   5a:  Internal  Communica8ons  Campaign   43   Keep  Houston  Red    


Keep Houston Red Campaign_Presentation