UCLA Student Alumni Association

Project Description

Objectives

1. Plan, coordinate, and market the Beat 'SC Rally event aimed to foster school spirit and excitement leading up to the UCLA vs. USC football game by organizing a large-scale tailgate celebration featuring games, performances, and giveaways.

2. Aim to increase student and alumni engagement, boost event attendance by at least 15%, and create a strong social media presence to build anticipation through a targeted Instagram campaign.

Strategy

Event Planning & Coordination

Created an engaging event experience with tailgate games, interactive photo ops, DJ sets, and performances from UCLA dance teams. Coordinated with food trucks (Creamy Boys, Ciao Bella, Dippin Dots, In-N-Out) to ensure a seamless experience for attendees.

Social Media Marketing

Led a 6-day Instagram countdown campaign, posting daily to highlight activities, sponsors, and giveaways, culminating in a final "Today’s the Day" post to build excitement and encourage attendance.

Sponsor Management

Collaborated with sponsors such as UCLA Alumni Association, C4 Energy, Universal Studios, Hulu, and Liquid IV to integrate their branding into event activities and giveaways.

Results

The marketing efforts for the Beat 'SC Rally resulted in a 15% increase in attendance, drawing over 1,000 attendees to the festivities. Social media engagement surged, with a 22% increase in likes and comments from the successful 6-day Instagram countdown campaign.

+15%

increase in event attendance

+22%

increase in social media engagement

1,000

attendees enjoying the festivities

6

days of strategic Instagram countdown posts