BERKELEY COMMUNICATIONS CONFERENCE | June 13, 2013

Engaging:Champagne on a Beer Budget Jennifer Santos

Department of Recreational SportsAssistant Director of Marketing & Business Development

BERKELEY COMMUNICATIONS CONFERENCE | June 13, 2013

The Situation

• Needed to Replace Old Event – On Site & Online

• Winter / Dead Week

• Grow Fan Base – Through Engaging Content

BERKELEY COMMUNICATIONS CONFERENCE | June 13, 2013

Brass Tacks• Small Social Media Budget, nearly $0

• On-Site Event Budget, nearly $0

• Key Sponsor to please

• Executive Staff = 1

• Fulfillment Personnel = 1– Bigger Scope

BERKELEY COMMUNICATIONS CONFERENCE | June 13, 2013

What we did

BERKELEY COMMUNICATIONS CONFERENCE | June 13, 2013

What we did online

• Tell Us What Comforts You & Get a Free Breakfast

• Only Social Promotion, Twitter, FB Posts, & FB Ads

• 5 Days

BERKELEY COMMUNICATIONS CONFERENCE | June 13, 2013

How we did it

BERKELEY COMMUNICATIONS CONFERENCE | June 13, 2013

How we did it cont’What they said…

"An hour or two of lifting weights is the most therapeutic experience I know. I can bundle my stress and frustrations into the explosive force needed to lift free weights. At the end of a routine, all my frustration has been spent and I'm stress-free.”

“My binkie”“My footie pajamas!!""My vast collection of Ken and Barbie Dolls""Tumblr, writing, reading a funny book""Puppies! Puppies everywhere! So many puppies. I love puppies."

BERKELEY COMMUNICATIONS CONFERENCE | June 13, 2013

What we did online cont’

• Daily Comfort / Wellness Tips

• Original & Trusted Content

BERKELEY COMMUNICATIONS CONFERENCE | June 13, 2013

Results

• 800 Entries Over 500 Free Breakfasts

• Happy Sponsor > Rewarded Audience > ENGAGED Audience > Fan Growth

• Budget Met!

BERKELEY COMMUNICATIONS CONFERENCE | June 13, 2013

THANK YOU!

@calrecsports