Admissions Office launches bold and successful social media campaign for new Mavericks
The spring 2020 semester has undoubtedly been new and uncharted territory for most of the world, and that includes high school seniors. What's usually a time spent hugging family and friends and celebrating the end of an era was instead spent in isolation. Given the current crisis, Colorado Mesa University’s Admissions Office felt it was important to continue to celebrate high school graduates, so they launched an ambitious and bold social media campaign called CMYOU2020. The campaign was a huge success that had admitted seniors all over the country feeling proud of their accomplishments and excited for the future.
"The CMYOU2020 campaign is the result of creativity and adaptability in the midst of a rapidly changing landscape," said Director of Admissions Sharaya Cowan. "This is the largest and most personalized mailer that has been sent to incoming students during my time at CMU."
“The CMYOU2020 campaign is the result of creativity and adaptability in the midst of a rapidly changing landscape,” said Director of Admissions Sharaya Cowan. “This is the largest and most personalized mailer that has been sent to incoming students during my time at CMU.”
The Admissions Office (AO) mailed around 5,000 golden tubes to incoming freshmen who were accepted to the university. Each package was personalized and contained stickers, a letter to parents, a letter to the student, sunglasses and a confetti popper. Students were invited to post a video on their social media accounts of themselves popping their confetti popper and to tag @cmesauadmissions on Instagram. The Admissions Office then shared the videos to social media.
“The response has been amazing from students as well as their families,” said Manager of First Impressions Celeste Martinez. "This campaign gave them a way to show off their accomplishments and celebrate a very important time with their loved ones."
The student videos poured in for weeks, all of which are extremely creative. One new Maverick did a back flip while popping the confetti while another popped it as she rode on the back of a horse.
“This campaign was important for us because we are a team that wants only the best for our future Mavericks,” said Martinez.
The AO team received messages from students and parents thanking them for the care package and for welcoming them to the MAVily.
"I wanted CMYOU2020 to be a message of hope for incoming students. This is a challenging time, but they are not alone on the journey. We know that the grit and determination these students develop in the face of adversity will make them true Maverick,” said Cowan.
“I wanted CMYOU2020 to be a message of hope for incoming students. This is a challenging time, but they are not alone on the journey. We know that the grit and determination these students develop in the face of adversity will make them true Mavericks,” said Cowan.
While the campaign itself was unique, the mission was not. The AO works with prospective students every day to give insight, encouragement and guidance into their educational goals. To see CMYOU2020 video submissions search the hashtag #CMYOU2020 or go to @cmesauadmissions on Instagram.