The Terrace chairs are a harbinger of spring in Madison and a highly anticipated day for campus and the community alike. The 2017 season was no exception, occurring at 3pm on Thursday, April 13.
This season we continued the push to re-establish our place as the summer destination in Madison, amid fierce competition from other entities. This season built on the creative and deliverables created last year. Messaging included a lot of the same headlines from 2016 but also featured the ways you could spend a day at the Terrace, from sunup to sundown.
Highlights for the summer campaign included:
- Weekly emails with schedules
- Monthly schedules for all events on the Terrace
- Integrated advertising in the Isthmus
- Metro bus ads (see separate post)
The Terrace Opening campaign began in late March with a press release and social media content that previewed the upcoming Terrace season. This portion of the campaign was successful in getting our fans excited and anxious for the chairs to come out.
On April 10, we announced the opening date of the Terrace with a short video. We a created a Facebook event for the official opening, which generated very high interest and engagement.
On April 13, we covered the Terrace Opening event with a Facebook video, a Facebook album, an Instagram post and story, and on Twitter.
|Social Media Platform||New followers in 25-day period||Average new followers in a month|