This summer, University Communications has teamed up with Enrollment Services to give orientation students and parents a big Buckeye welcome. Our coordinated plan encompasses osu.edu, university social media channels and the OSU Mobile app–the places where we want to interact with Buckeyes throughout their lives, from prospective students to alumni.
Our strategy: to use our top digital properties to share important orientation information, capitalize on the popularity of Buckeye traditions and build community at Ohio State. An important part of the plan: having fun! During orientation, we have a chance to grab students’ attention and show them why they should keep coming back to osu.edu features, OSU Mobile and university social media account. To that end, the communications need to feel like Ohio State itself: warm, friendly, interesting and engaging.
The tactics supporting our orientation strategy:
On osu.edu: A Buzzfeed-inspired orientation feature tells students and parents what they need to know before they come to campus–from the down-to-business basics (like class scheduling and finding your way) to inspiring Buckeye pride. Multimedia writer Monica DeMeglio worked with First Year Experience and orientation to get the content orientation families tell us they want–then tell it in a fun, Ohio State-branded way. Part of the feature:
On OSU Mobile, we’re running five short features, each one edited from the web feature and tailored for the mobile medium. The features are extremely user-centric; we used geofencing and tailored the feature to hit at the right time. Users on the Oval will see a feature about Buckeye pride. At night, they’ll see a feature about navigating the city of Columbus. Near the Student Academic Services building, they’ll see information on Ohio State services for students. (The OSU Mobile team–especially Interactive Communications Director Jim Burgoon–worked with us to make this happen.) Below, the Buckeye pride feature–and its geographic boundaries.
Multimedia specialist Lauren Boyd and photographer Jo McCulty are concentrating on Instagram, because it skews young, just like our incoming students, and it’s growing. A favorite example of social interaction on the site: this recent photo. The commentary is great: Buckeyes are not only liking the photo, but also tagging their new friends.