Commencement, as one of the flagship events for the College, is a great opportunity to engage not only with graduates and their parents, but with alumni and prospective students. Our aim was to ensure all our pre- and post-event marketing collateral smoothly integrated and that we capitalized on all the interest surrounding the event and its high-profile speakers.
Months ahead of the event, we announced our Commencement speakers in a press release on our site that we promoted on Facebook, LinkedIn, and Twitter. We also created a Commencement page on our site to house all the relevant event information, including alumni resources for the new graduates, details about the speakers, and ways to make a gift to Babson in honor of the Class of 2015. The day of Commencement, we live-tweeted and live-streamed the festivities, and capitalized on the massive amount of social media engagement surrounding the event to create appealing Storify summaries of the undergraduate and graduate ceremonies. Our team then quickly transitioned our Commencement promotion page into a recap page featuring videos of all the day’s speeches and a personalized letter from Babson’s president.
Our Commencement speaker press release received almost 9,000 views from March through June, while the event page on our site earned close to 30,000 views in the same time period. Our undergraduate commencement promotion earned 120,000+ impressions on Facebook and LinkedIn before, during, and after Commencement, while the YouTube video of the undergraduate Commencement speech from venture capitalist Kevin Colleran ’03 gained more than 2,000 views.