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Personalizing social campaigns: A case study on the "Picture Yourself here" Experience at Northeastern

Gone are the days where “Dear First Name” emails and “From the Desk of” notepads were considered modern examples of personalization, and simply responding to students on Twitter was considered the best strategy for developing personal engagement on social media. In the current times of Netflix, Stitch Fix, and Amazon, students are growing up in environments that create personalized experiences. But how are those experiences translated in the social sphere?  Jennie will provide insight into a year-long personalization campaign that began with the prospective audience and carried through to enrollment.

Key takeaways include:

  • Insight into the various campaign structures including which campaign caused our hashtag to trend in Boston for a day
  • Where we saw our best results and what surprised us in terms of engagement
  • Actionable items on how attendees can foster a personalized experience for their students

Lauren Shaka
Northeastern University

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