Brand Overview: Alfred State College is renowned for its hands-on educational approach, preparing students for successful careers through applied learning. To bolster its visibility and strengthen ties with the Rochester community, Alfred State College once again partnered with the Rochester Red Wings for the 2024 season.
Objective: The partnership aimed to enhance Alfred State College's presence in the Rochester area, engaging potential students and their families by leveraging the popularity of the Red Wings and creating memorable fan experiences.
The Challenge: In a competitive educational landscape, Alfred State College needed to stand out and effectively communicate its unique offerings to a diverse audience. The challenge was to create a campaign that resonated with the local community and translated into tangible interest in the college.
The Strategy: Alfred State College's strategy included multiple touchpoints to ensure maximum visibility and engagement:
In-Stadium Signage: A prominent 8’ by 4’ back-lit concourse sign provided continuous exposure at all Red Wings home games and events.
Broadcast Sponsorship: Live testimonial spots on the Red Wings radio broadcasts ensured Alfred State’s message reached a broad audience.
Event Sponsorship: Alfred State sponsored key events such as Careers in Sports Day and Education Day, allowing direct interaction with attendees.
Replica Jersey Giveaway: Alfred State College sponsored a replica jersey giveaway during the popular "Jersey Wednesday" promotion, offering a unique branding opportunity.
Execution and Social Media Impact: The jersey giveaway was heavily promoted across multiple social media platforms, generating significant engagement:
Twitter (X): The initial post on July 11, 2024, garnered 2,301 impressions and a 2.5% engagement rate. A follow-up post on July 24, 2024, achieved 2,143 impressions with a 3.1% engagement rate.
Instagram: The July 11, 2024, post reached 5,618 impressions with a 7.1% engagement rate, while the July 24, 2024, post had 3,965 impressions and a 3.3% engagement rate.
Facebook: On July 11, 2024, the post received 6,621 impressions and a 5.4% engagement rate. The July 24, 2024, follow-up post garnered 3,965 impressions with a 3.3% engagement rate.
These engagement rates significantly surpassed industry averages, demonstrating the power of strategic content in driving fan interaction and reinforcing Alfred State College's brand presence.
Results:
Increased Visibility: The social media campaign for the jersey giveaway reached a broad audience across Twitter, Instagram, and Facebook, generating over 14,000 combined impressions and significant engagement.
Engagement with Prospective Students: The targeted promotion of Alfred State College's logo on the replica jerseys created a strong connection with the local community, aligning the college with the Red Wings' fan base.
Positive Brand Association: By sponsoring a highly anticipated giveaway, Alfred State College reinforced its brand presence in a memorable and engaging way.
Conclusion: Through its partnership with the Rochester Red Wings, Alfred State College effectively utilized in-stadium signage, event sponsorships, and social media to enhance its visibility and engage with the local community. The successful jersey giveaway campaign, supported by robust social media engagement, exemplifies how Alfred State College strengthened its brand association and reached potential students in the Rochester area.
This case study illustrates the power of strategic partnerships in achieving brand awareness and engagement, positioning Alfred State College as a forward-thinking institution committed to its community.
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