This illustrates how to maximize engagement by focusing on the audience and having them develop your brand.

Audience

Incoming students and current student residents

Behavior Desired

Students share with others their excitement in packing for UF or share why they love living on campus.

Content

We asked a simple question on Facebook, “Why do you love living on campus?” We then thanked the first response and informed them that we would be sending them a small “swag” bag.

Deliverable

Hundreds of students shared photos and testimonials that could be read by others and build credibility for their experience of living on-campus.
Students that shared examples were given “swag” as appreciation.

Evaluation

This campaign and responsive customer service on Facebook lead to a 30% decrease in incoming student complaints and an increase in returning students to campus housing. This culture change provided the foundation and demand for the University of Florida to build two new residence halls over the next years.