Integrated Marketing Campaign
The Recreation and Wellness Center Graduate Assistants plan, produce, and collaborate with marketing to promote an annual event called RWC After Hours. This event is modeled after “lock-ins” and is an opportunity for students to spend a Friday night at the RWC after the building closes. Each year the graduate assistants work with marketing to come up with a theme for the event, which is part interactive games, and part brain teasers. The January 2020 theme was Boardgames Come to LIfe. This event included 40 teams competing through interactive board game themed activities involving physical skill, intellectual challenges, and teamwork. Various prizes are awarded to top performing teams as well as other prize opportunities for all teams. The goal of After Hours is to provide a stress-free, fun, interactive, and memorable experience that will amplify student engagement in the campus community.
The creative process for this event was very elaborate and included challenges in the planning stage. Every year, After Hours is planned by all Graduate Assistants (GAs) at the RWC with a previous veteran planner to assist. However, this time around there was no one to guide these new GAs. This meant that the GA’s who had never personally experienced this event had to plan and execute it from scratch. Through collaboration, teamwork, creative ideas, and much more, these GA’s pulled off the event successfully. Promotion and displaying the event on all social platforms was imperative to gaining exposure. The marketing team and GA’s worked together through an interactive series on Instagram stories to showcase the GA’s playing the games and providing incentives to students along the way. The incentives were a free pizza box, a t-shirt for each team, and promoting the opportunities to win prizes for various teams. The Graduate Assistants were able to overcome the challenges and bring the event to life.
The event’s registration filled up fast after the promotions leaving 40 teams to participate and many others on the waitlist. The competitive and fun atmosphere of the night included various activities like hungry hippos, candy land, mind games, and much more. The marketing team filmed, photographed, and uploaded highlights on social media of the whole night. This brought in even more engagement from students as well as a motive to sign up for the next year. Through the many obstacles to overcome, creative planning, and logistics to go over, the Graduate Assistants achieved their goal and proved the event to be a success.