The 2015-16 year for LMU Athletics was defined by the NCAA Sweet 16. Success put us in the position to modify our approach as we go – and it was a GREAT problem to have. It was a simpler campaign targeting social media to tell the “LMU EXPERIENCE.” It used special events, giveaways and global fan participation to promote the overall goal of increasing attendance, overall giving and ticket revenue. Giving and overall attendance was up over 25% from previous year, with student participation going against national trends and increasing slightly. Here is a look at some of the pieces surrounding the campaign.
The basics behind the campaign were based on revenue goals, attendance goals, and other traffic based goals to evaluate fan engagement (primarily social media).
Here is a look at a standard month looked like in the campaign.