Michael Daly

ADV 350: Writing for Public Relations

Instructor: Katrina Olson
Spring 2015
Assignment 5: Digital/Social Media Campaign
File name: Assign5Daly
March 12, 2015

Digital/Social Media Campaign Template

Background Information
Client Name: Commencement at Illinois
Client Address: 1402 South 1st Street, Champaign, IL, 61820
Client Website: commencement.illinois.edu
Client Description: Commencement at Illinois is the committee in charge of all
graduation ceremonies. Speakers, lodging, and pictures are all managed by this
committee. Graduation is also handled by commencement.

Social/Digital Media Strategy

Use multiple social platforms to keep graduating students involved in graduation
ceremonies across campus. Encouraging students and alumni to engage the social
media platforms will help to create more impressions.

Social/Digital Media Tactics

Tactic Details
1. Reminder Tweets (@Illinois_Alma)
Date: 5/8/2015
Copy: Closing time! #UIUCGrad Commencement Weekend is May 15-17, mark your
calendars. For more info, head to http://commencement.illinois.edu/

Images or Links:

Date: 5/11/2015
Copy: Seniors, its your last week as an undergrad. How does it feel? The next stage of
your life starts after Commencement this weekend #UIUCGrad
Images or Links: N/A
Date: 5/16/2015
Copy: Todays the day! Share your #UIUCGrad photos with us and share your favorite
Illinois moments in honor of graduation
Images or Links:

2. LinkedIn Posts
Date: 5/4/2015
Copy: Congratulations to our students approaching graduation! We hope that youre set
to enter your field with poise and confidence. Commencement weekend is this May 1517, and campuswide graduation itself takes place on Saturday, May 16 th at 9:30 a.m.
Our speaker is Risa J. Lavizzo-Mourey, the president and CEO of the Robert Wood
Johnson Foundation.

Images or Links:
Date: 5/8/2015
Copy: Want to know more about our Commencement speaker? Risa J. Lavizzo-Mourey is
the president and CEO of the Robert Wood Johnson Foundation. She will be speaking at
the UIUC Commencement ceremony, this May 16th at 9:30 a.m.
Images or Links: http://www.rwjf.org/en/about-rwjf/leadership-staff/L/risa-lavizzomourey-md-mba.html
Her bio page for the Robert Wood Johnson Foundation.
Date: 5/15/2015
Copy: Dont forget! The University of Illinois Commencement ceremony is tomorrow at
9:30 a.m. Students and alumni alike can watch the ceremony here
(http://commencement.illinois.edu/) if they arent able to make it to Memorial Stadium.
Risa J. Lavizzo-Mourney will be speaking about her career experiences.
Images or Links: http://commencement.illinois.edu/
3. Facebook Posts
Date: 5/6/2015
Copy: Its almost time for graduation! Commencement Weekend is May 15-17. Join us as
we send off our new graduates to their new adventures in life. Share your favorite
Illinois stories and experiences with us as we turn a new page. Feel free to post pictures,
stories, or videos about what made your time here so special.

Images or Links:
Date: 5/9/2015
Copy: Did you know that you can still watch Commencement next Saturday even if you
cant make it to Memorial Stadium? Well be streaming the ceremony here
(http://commencement.illinois.edu/).
Images or Links: N/A
Date: 5/16/2015
Copy: Its finally here! Commencement begins at 9:30 a.m. at Memorial Stadium. Risa J.
Lavizzo-Mourey will be our Commencement Speaker today. Be sure to arrive early to get
a good seat, as the ceremony will last about two and a half hours.

Images or Links: