In March, CCPE launched a brand new marketing campaign for Summer Sessions 2015. Speaking to the ambitious characteristics of CSULB students, the 2015 “Doers Do” campaign seeks to honor CSULB students’ determination and tenacity.
Taking inspiration from über entrepreneurs, such as Oprah, Will Smith, 50 Cent, and Jessica Alba, who work, build, and create even in their downtime, CCPE’s MarCom set-out to build an inspirational campaign that connected with students on many levels. As the dedicated administrators of intersessions and Summer Sessions for the entire university, CCPE decided to review recent campaigns and evaluate where the traditional marketing methods were working and where they were falling short.
After conducting market research and gaining insight into what was working well at other universities, MarCom developed the comprehensive, multifaceted Doers Do 2015 Summer Sessions campaign embracing participatory event-based marketing. Working to integrate student experience in its overall execution, Doers Do presented a number of onsite platforms where organizers could connect and engage with students and work to build a community around the Doers Do message.
From a major launch party and promotional tables, to an online sweepstakes and social media campaign, Doers Do invited students to be doers and participate. Additionally, the multi-channel campaign presented imagery of Millennials out being active and engaging their time with talent-building, athletic, focus-honing, and career building activities, such as: photography, playing music, networking, surfing, and rock climbing. Featured on banners, flyers, posters, a TV commercial, website, and social media, the campaign images paired well with the Doers Do message.
Launching in Fall 2015, CCPE is excited to carry the Doers Do campaign into Winter Sessions 2016.