Promoting the MIT Sloan Student Experience Through Creative Social Media and Video Campaign

Promoting the MIT Sloan Student Experience Through Creative Social Media and Video Campaign

Client: MIT Sloan Admissions

Twitter video from MIT Sloan Social Media and Video campaign

Challenges: Develop Communication Strategy for Admitted Students Unable to Attend MIT Sloan AdMIT Weekend and to Drive Global Enrollment in the Program

MIT Sloan School of Management recruits top students from around the world for its MBA and Master of Finance (MFin) degree programs. The admissions team greets prospective students at information sessions in cities across the globe and on-campus. MIT Sloan also hosts AdMIT weekends where admitted students can tour the school, connect with current students and gain a better understanding of the university’s culture. Schneider Associates was asked to help MIT promote the adMIT weekends through:

  • Developing a communications strategy so that students who cannot attend these events can understand and participate in the student experience through social media and video
  • Enabling admitted students to attend virtual information sessions and AdMIT weekends to understand what life at MIT Sloan is all about
  • Driving global enrollment for MIT Sloan School of Management

Our Approach: Develop Social Media Campaign to Promote Recruitment Events through Real-Time Journalism, Student Ambassador Photo and Video Capture, Recordings of Events, and Conduct Twitter Chats.

  • Develop social media publishing calendars to promote AdMIT weekends and summer and fall recruitment events held throughout the U.S. and abroad
  • Conduct social journalism to capture and promote AdMIT content in real-time during admissions events
  • Activate student ambassadors to collect photos and videos from admissions events using GoPros and smartphones
  • Use GoPros to shoot background footage of AdMIT weekend events
  • Produce series of videos that showcase the AdMIT Weekend experience
  • Leverage video content and social media posts in email newsletters distributed to applicants
  • Conduct Twitter chats about the MIT Sloan student experience, including a chat focusing on #MITSloanLife, with current students fielding questions from prospective students

Twitter post for Social Media and Video campaign

Results: Social Media Campaign Reached 13.4 Million Users with 1.3K New Followers on Twitter

Results of overall social media campaign:

Interactions: 1.3k individual users on Twitter

In 12 months, SA was able to reach 13.4 million total users

New followers gained: 1,357

Link clicks on content shared: 24,087

Mentions based on content we’ve shared: 692

Retweets of content developed as part of this campaign: 571Twitter post from Social Media and Video campaign for MIT Sloan

Results specific to Twitter chats:

  • #NonprofitImpact Twitter Chat
    • 551 posts
    • 85 users
    • 812,283 reach (the number of people who saw our hashtag)
    • 7,364,151 impressions (the amount of total potential users on Twitter who read MIT Sloan distributed content with the hashtag)
  • #MITSloanLife Twitter Chat
    • 506 posts
    • 84 users
    • 283,895 reach (the number of people who saw our hashtag)
    • 3 million impressions


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