Objective
The goal was to create a unique and engaging Halloween experience specifically for commuter students. This event sought to foster a sense of community among a typically underserved segment of the student population, while also connecting them to valuable campus resources. This required aligning the event’s concept with brand strategy and ensuring it was relatable to commuter challenges.
Strategy
I led the development of a targeted event concept that revolved around the commuter student experience. The theme, “Commuter’s Worst Nightmare,” played on commuter-specific challenges (e.g., parking and time management) through engaging Halloween elements like zombies and spooky mocktails. This event positioned Montclair State University as a student-centric institution, paying special attention to often-overlooked groups, while building its on-campus engagement strategy.
Planning & Partnership Coordination
Starting in August 2018, I orchestrated the event timeline and ensured cross-departmental collaboration. This included partnerships with Montclair State’s health services, parking services, and Commuter Life Office. I delegated negotiations for sponsorship, securing financial and logistical support to make the event possible.
- Key Collaborations:
- Health Services provided wellness booths.
- Parking Services offered informational resources on commuting solutions.
Event Marketing & Influencer Outreach
A key focus was driving attendance through a multi-channel marketing approach. I spearheaded the social media campaigns across Facebook, Instagram, and Twitter, utilizing Canva to design eye-catching promotional materials that resonated with commuters students. Additionally, I launched email blasts through OrgSync to further extend reach. The promotions involved targeted outreach to influential commuter students and campus organizations to increase word-of-mouth traction.
Event Highlights
To ensure engagement, I designed interactive and experiential elements that connected with the commuter student experience:
- Stuff-a-Plush Zombies Station: Attendees created their own zombie plush toys, offering a memorable takeaway.
- Spooky Mocktail Stations: Each drink was named after commuter life struggles, providing humor and a fun break from traditional campus stressors.
- Commuter-Themed Scenarios: Interactive stations (e.g., “No Parking” and “Class Starts in 3 Minutes”) simulated the day-to-day realities of commuting, making the event relatable and memorable.
Results
The event was a clear success, with over 280 attendees, surpassing expectations and proving that the event marketing strategy was on point. The social media posts garnered significant engagement, with students sharing content before and after the event, generating buzz within the campus community.
Key Metrics:
- 280+ attendees: A high turnout for a commuter-focused event.
- Increased engagement on social media platforms, showcasing the event’s wide reach.
- Positive feedback from departments, who reported increased student awareness of commuter resources.
Conclusion
This project demonstrated my ability to strategize, plan, and execute successful brand-building events. I effectively coordinated partnerships, managed marketing campaigns, and designed experiential activations that resonated with the target audience. The event’s success highlighted my strength in aligning creative concepts with market needs, engaging audiences, and proving the value of strategic partnerships and integrated marketing efforts.
