University of Maryland, Baltimore County (UMBC)

Fastspot worked with Neustadt Creative Marketing and UMBC to develop this innovative social media aggregator site aimed at leveraging the current student body to attract prospective students. The total campaign, called College.Be, used print, radio and outdoor advertising to drive traffic and awareness to the site, as well as relying on student generated photography. By letting the actual students at UMBC share their day to day lives via photos, tweets, blogs, videos, music, you name it, we have created a space with genuine content and a sense of authenticity, not to mention a cool semi-private portal for the current students. Prospective students get an insider scoop on what life at UMBC is really like, as well as the opportunity to connect with the UMBC students in other social networks. Current students can use it to connect, keep up on UMBC exclusive content and interact with one another.

While certain monitoring tools needed to be in place for those "just in case" moments when something inflamatory might get posted to the site, overall the site exists as a live feed of life at UMBC, as seen through the eyes of the student body.

UMBC was seeking to undo the misconception that it didn't have an active community on campus. Additionally, UMBC wanted more prospective students who were interested in the humanities to apply. Research showed that prospective students were wary of direct marketing attempts, and messages conveyed in advertising didn't have the same impact that messages conveyed through "word of mouth" and social media carried.

An innovative campaign was conceived through the collaborative efforts of Fastspot, Neustadt Creative Marketing, and UMBC. After testing with current students proved positive, students were selected to seed and beta test the Website, as well as to generate much of the photogprahy used within the print marketing. The key was to develop a plan that inspired the students, and encouraged them to remain active.