Keep Houston Red Campaign_Presentation

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