Capital University, with the help of local agency Ologie, recently launched an interactive campaign that empowers students to upload personal goals ranging from the days lunch choice to startup company dreams through Facebook, Flickr and YouTube. I pulled the source code from the site and apparently Twitter posts with the hashtag #willyou will eventually also post to the site.The site, willyou.capital.edu, asks the question “What will you do?
…Today? This year? In a lifetime? We asked around, and found that Capital students are quick with a confident response. We’re committed to life-long goals (and our to-do list, too.)”
Not only does this campaign engage current students to share thoughts ways that promote the University as a goal-oriented, friendly campus, but it allows prospective students to a) see some Capital students and put a face to the University and b) submit their own goals and become “involved” on-campus before ever stepping foot in an academic building.
The little bit of copy on the WillYou site has a much more casual tone than the Lutheran school has ever used in communications before, i.e. “Create a desktop background that’s more inspirational than last week’s party pics.”
And the tagline on the site is different - “Ask. Think. Lead.” The University’s current tagline, “The education you want. The attention you deserve.” is still being used on Capital’s main website. Brand consistency, much?
Check out the content thus far - the videos/photos CURRENTLY posted are all clearly University produced. Wonder if students will start to submit their own?
They also have a generator for desktops - all of the computers on campus currently feature these background images
Yup, they got me to bite, and I don’t even like Capital.
As of this posting, there are 86 “I will” responses on the Facebook wall since March 17. I won’t count the photos and videos because, like I said, you can tell they aren’t “organic.”
A few issues aside, I think it’s a great campaign and I’m sure it will attract prospective students and engage current students. The best marketing any university can have is a group of active, successful students. “I will” engenders that.
What do you think of this campaign?
What Will You Do? « Madison’s Views says:
[...] 1, 2009 by madisonelizabethfisher After reading Being Cheryl’s post about Capital University’s new campaign called “What Will You Do”, I HAD to [...]
Mar 30, 2009, 6:34 am