University Communications used the web and social and traditional media to accomplish two complementary goals. First, we shared the news to a wide audience. Then, we engaged the Ohio State community in a conversation. This dual approach allowed us to move from creating awareness of the news to engaging with our audience.
As news of the Board of Trustees vote broke, Ohio State’s website (osu.edu) became the primary destination for web traffic. University Communications worked to create a consistent visual approach and used a common landing page for osu.edu, the Alumni, Giving and Advancement sites and OSU Mobile. This maintained continuity in messaging and visual identity. Directing traffic to a single online location also gave us a basis for measurement. The @OhioStateLive Twitter account and live webcast shared the moment with far-flung alumni and friends.
OSU.edu home page
Giving home page
Ohio State Alumni Association home page
Advancement home page
Once the announcement was public, University Communications used social media, email and traditional media to create maximum buzz.
More than 420,000 were reached through social media
More than 116,000 interacted with our content
Likes, shares, comments, retweets, posts, clicks, etc.
Nearly 325,000 emails to alumni, friends
30% opened, driving 8,000 page views
More than 1,400 live webcast viewers in 41 states and 13 countries
More than 150,000,000 potential media impressions from 200 news outlets
News outlets such as the Washington Post, Huffington Post, Chronicle of Higher Education
We engaged the Ohio State community in a conversation. University media consistently used the #OSUnewprez hashtag to ensure maximum impact. An Ohio State storify (a tool for compilation of social media across sites) shared photos, video and welcome messages not only from the university, but also from faculty, staff, alumni and students.
Coverage in 200 news outlets between January 30 and February 3 resulted in more than 150 million potential media impressions.
Some print and broadcast highlights from Ohio and beyond:
“Ohio State names California educator as president” ABC News (January 30)
“Ohio State University new president, Dr. Michael Drake, ‘honored, excited’ with post” The Plain Dealer (January 30)
“UC Irvine chancellor takes top job at Ohio State” Los Angeles Times (January 31)
“Ohio State Selects UC Irvine Chancellor Michael Drake as new president” NPR (January 30)
“Michael Drake expects strong business partnerships as Ohio State president” Columbus Business First (February 1)
Total reach: 417.8K
Total interactions: 111,993
(Likes, Comments, Shares)
Ohio State welcomes #OSUnewprez Michael Drake to the Buckeye family.
Hashtag use of #OSUnewprez: 1,808
@OhioState mentions: 575
"The spirit of Ohio State is something that extends through all 4 corners of the state," says #OSUnewprez http://ow.ly/tcnNF
Total emails sent: 323,944
Total opened: 99,669 (30%)
Total clickthroughs: 7,956 (2.4%)
(Traffic to osu.edu from email)
On behalf of the Board of Trustees and the Presidential Search Committee, it is out great pleasure that Dr. Michael Drake, current chancellor of the University of California, Irvine, will serve as the 15th president of The Ohio State University.