With 15 weeks and a mission to do good at LMU, my M-School group was tasked to create a brand and produce real results within the student population. At the halfway marker of the semester, groups present to the Dollar Shave Club judges, where groups receive anywhere from $0-2000 to work with. Our group, along with 3 of the 6 others, received $750 for the project.
Challenge: My group and I hated uninformed political debate, and we found that more importantly, we weren’t the only ones. With this insight, my group and I conducted research to discover what was at the root of this problem. We found that LMU students felt they were not politically aware/engaged, but 80%+ said they had registered to vote/voted. This would then mean that a lot of these students were heading to the polls and voting based off the (little) information they had. When surveyed, LMU students stated they felt they did not have time to look politics up/keep up to date, but we didn’t believe them.
Approach: As college students ourselves (pretty honest ones at that), we discovered that it wasn’t time that we were lacking, but attention. We found that students, ourselves included, were going back and forth through their social media feeds for hours on end. We decided to try to shift LMU student’s habits, and we did so by shedding light on the amount of time college students spend on their social media. We wanted them to shift their perspective as far as how they were spending their time and how a fraction of it could be used for their self-improvement.
Activations: It is practically a given that college students are pressed for money, therefore we approached our activations in the least costly manner and most enticing way. We focused on three primary channels; Digital, Out-of-Home, and Events. Digital included our email blast, Instagram, Facebook, and our website. Out-of-Home was anything from drawing chalk arrows all around campus pointing to NYT/campus newspaper stands, taking over the LMU newspaper, and posting flyers around campus bathrooms with SnapCodes leading to the NYT app download. We focused on the NYT because LMU has a partnership where they offer the service for free to students, and it is also happens to be a great resource that is credible. Lastly, in our Events, we primarily focused on one ‘grand’ event, where we reached out to the NYT directly for additional funding. We were given a generous budget from NYT, and with that money we reserved the on- campus bar to promote our campaign. We attracted students with free beer inside and drinks and pizza outside for all ages. Throughout the night we had prizes offered with news trivia, and we required app downloads to gain access to all of our perks.
Result: Ultimately, we were able to gain 200+ downloads of the NYT app at LMU, 120 event attendees, and 406 Instagram followers for our campaign. We surveyed before and after the process, and we found that the percentage of people who felt politically aware grew by more than 30%. In all, it was not just the results we received during the process, but the lasting impressions in the individuals we affected and the growth in the awareness that we brought.