With the start of the 2013 fall semester, Vancouver Island University (VIU) launched a promotional campaign intended to build institutional awareness among millennials in the region. The campaign focused on social-visual communications (sharable digital images), harnessing the power of audience-generated content aggregated across digital platforms, using the hashtag #ILearnHere.
The primary goal of the #ILearnHere campaign was to increase the university’s brand equity, particularly with regional high-school-aged millennials. The campaign focused on two main objectives with its target audience: to increase the exposure and pervasiveness of the Vancouver Island University brand, and to reinforce the university’s status as a university rather than a college, a lingering perception that stemmed from VIU’s evolution within its communities since its inception in 1936.
The #ILearnHere campaign emphasizes the importance of learning integrated with one of our main value propositions: our beautiful location. In addition, one of the main objectives of the campaign was to encourage rich engagement, inspiring a sense of community on digital platforms, recognizing that our audiences now gather in both physical and virtual spaces. The concept of #ILearnHere is based on VIU’s tagline, “Matter here,” which conveys the sense of inclusive community that students find on VIU campuses.
A winning campaign
This campaign won a 2014 Gold Quill Award of Excellence in the social media programs category. For more than 40 years, IABC’s Gold Quill Awards program has evaluated the work of communication professionals around the globe, recognizing the best of the best in the profession.
The heart of the campaign was to use the social photo-sharing network Instagram to show the university’s beautiful setting and strong community. The marketing team built a contest into the campaign to generate additional interest; to enter the contest,...
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