Stakeholders
Faculty and staff
Timing
Spring 2024
Summary
The UBC Internal Communications team invited faculty and staff to showcase their wildlife photography skills for a chance to be featured in an exclusive photo gallery on UBC Today.
The Strategy
This campaign was one of the many ways in which we developed audience-generated content to drive engagement among faculty and staff. Building on the success of our previous themed photo campaigns, we modified our outreach strategy for this initiative. We focused on identifying a human-centric theme and gave our audience a two-month heads up about our upcoming initiative, asking them to be prepared to capture stunning wildlife shots over the spring. By doing so, we sparked a wave of enthusiasm and anticipation, giving them the opportunity to fully embrace the initiative and share awe-inspiring moments with the community via UBC Today.
The Solution
Since the launch of our first photo essay initiative in 2021, this campaign saw a 427% increase in the number of submissions we have received from faculty and staff. This demonstrates a steady increase in participation and enthusiasm over the years, with submissions from across Vancouver and the Okanagan capturing the vibrant wildlife in BC and beyond. The gallery was prominently featured across UBC’s central and well as distributed communications channels. This bold initiative ignited enthusiasm, fostered participation, and united our faculty and staff community in sharing their passion for photography and wildlife with each other.
The Results
Since launching our first photo gallery initiative in 2021, this initiative was a resounding success. Further, faculty and staff have indicated that they enjoy these photo galleries, some of which garnered over 16,000 page views, which help create a unified culture and a deeper connection beyond email exchanges. This wildlife photo gallery resonated deeply with the community, capturing the diverse passions of faculty and staff, and creating a platform for them to showcase the stunning moments that caught their eye.
We also received some heartwarming anecdotal feedback from our colleagues, such as the following:
“The wildlife photos were truly a delight. An excellent idea and beautifully executed. I LOVE THIS!”
Additional Assets
https://ubctoday.ubc.ca/stories/june-18-2024/see-wildlife-photos-faculty-and-staff
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