ENGAGING OUR COMMUNITY THROUGH A MARCH MADNESS-STYLE TOURNAMENT - CASE
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ENGAGING OUR COMMUNITY THROUGH A MARCH MADNESS-STYLE TOURNAMENT
UNIVERSITY OF MARYLAND | CASE COE 2020
THE GOALS THE STRATEGY
• Partner with the Alumni Association to drive social Run a March Madness-style tournament featuring
media engagement among students and alumni notable university alumni and invite the campus
while inspiring school pride community and alumni to submit brackets and
• Highlight the accomplishments of notable alumni determine results by voting on social media.
using content from our University Archives
• Experiment with Instagram Story’s built-in polling
A 10’ banner & bracket station at the entrance
feature of the main campus library helped publicize
the two-week tournament.
UNIVERSITY OF MARYLAND | CASE COE 2020
THE NOTABLE ALUMNI
For a ch
one of o
1960s
1. S
THE TOURNAMENT 2. F
on
3. V
Jim Henson Tom Norris Gary Williams Connie Chung tou
In partnership with the UMD Alumni Home Economics
‘60
Sociology
‘67
Marketing
‘68
Journalism
‘69
*You mu
be eligib
Association, we selected sixteen notable
SU
alumni to feature in a tournament
1970s
You can
bracket resembling the NCAA Sweet 16.
cbsnews.com
1. P
nasa.gov
McK
Representing four decades of university 2. E
am
history, the alumni were chosen using Larry David
History
Gayle King
Psychology
Judith Resnik
Ph.D. Electrical Engineering
Tara Heiss
Physical Education *The dea
the following criteria: ‘70 ‘76 ‘77 ‘78
*Entries
• Excellence in their field OU
1980s
carlyfiorina.com
• Diversity of backgrounds & experiences The 16 n
tournam
• Potential to educate our audiences consulta
Policy T
• Name recognition Carly Fiorina Renaldo Nehemiah David Simon Boomer Esiason Exc
M.B.A. Radio, TV & Film General Studies General Studies Div
‘80 ‘81 ‘83 ‘84
Pot
Nam
1990s
The 16 notable alumni were organized by plus.google.com
decade to emulate the regional structure
Email am
nbc.com
of the NCAA March Madness tournaments.
feedbac
Learn m
Liz Lemon Sergey Brin Kevin Plank Aaron McGruder tournam
Theatre Tech Math & Computer Science Business Administration African American Studies
‘92 ‘93 ‘97 ‘98 go.
UNIVERSITY OF MARYLAND | CASE COE 2020
ENTERING A BRACKET
Participants could win a UMD-branded backpack
and other prizes by entering a bracket predicting
the winners of all fifteen tournament matches.
Print brackets could be submitted at a station
in the main campus library or downloaded and
sent in via email.
Name:
Email: Enter your bracket
Grad Year: by March 28th to
be eligible to win!
WHO WILL WIN?
YOU DECIDE!
1960s
N OTA B L E A L U M N I E D I
1980s
J. Henson TION
C. Fiorina
T. Norris
G. Williams R. Nehemiah
D. Simon
C. Chung
WINNER B. Esiason
1970s
1990s
L. David
L. Lemon
G. King
J. Resnik S. Brin
K. Plank
T. Heiss
FILL IN YOUR BRACKET*
FOLD & DROP IT IN THE MCK A. McGruder
UNIVERSITY ELDIN LOBBY BRACKET BOX
OR EMAIL A PICTURE OF IT
®
TO AMM@UMD.EDU
*ONE BRACKET PER PERSO
N*
UNIVERSITY OF MARYLAND | CASE COE 2020
CASTING A VOTE: INSTAGRAM STORIES
Votes were cast for the tournament matches on University Libraries
and Alumni Association Instagram stories.
Each story featured three facts about the alumni and prompted
followers to vote via Instagram poll in the final story slide.
UNIVERSITY OF MARYLAND | CASE COE 2020
CASTING A VOTE:
FACEBOOK & TWITTER
Votes were also cast on Facebook and Twitter accounts
run by the Libraries and Alumni Association.
Once voting closed for each match, we
tallied the total number of votes across
channels to identify match winners.
UNIVERSITY OF MARYLAND | CASE COE 2020
DRIVING ONLINE CONVERSATION
Many comments expressed excitement that specific alumni, like Gayle
King ‘76, had attended the university. David Simon ‘83, the creator of
HBO’s The Wire, encouraged people to vote for his opponent on Twitter.
mni
“So I just saw your Notable Alu
note
Bracket Contest and I had to
ed a fict ional
that you have includ
y?? ?”
character Liz Lemon. Wh
Liz Lemon ‘92 elicited the
strongest response. While some
actively lobbied for her to win,
others questioned why we
included a TV character played by
Tina Fey, a proud UVA alum.
UNIVERSITY OF MARYLAND | CASE COE 2020 UPDATING LIVE RESULTS As the tournament progressed, we shared updates about the match winners across channels: social media, official tournament website, and a 10’ banner hanging in the library.
UNIVERSITY OF MARYLAND | CASE COE 2020 ANNOUNCING THE TOURNAMENT WINNER After voting concluded for the final match — Jim Henson ‘60 vs. Kevin Plank ‘97 — Henson, the creator of the Muppets, was announced the overall tournament winner.
UNIVERSITY OF MARYLAND | CASE COE 2020
KEY TOURNAMENT STATS
64,494 – Total Instagram story slide views
10,335 – Total votes cast on social media
1,889 – Total website page views
1,589 – Average Instagram impressions
997 – Average Instagram reach
898 – Most votes in a single match (Lemon vs. Brin)
690 – Average votes per match
479 – Average Instagram story slide views (15 stories)
137 – Brackets submitted
48 – Brackets correctly predicting Jim Henson as the overall winner
2 Votes – Smallest margin of victory in a match (Lemon vs. Brin)
0 – Number of perfect brackets
The winning bracket correctly guessed
13 out of 15 tournament matches.You can also read
