UNCSA’s #PoweringCreativity institutional hashtag launched in September 2019, following the successful four-year run of #wecreatehere. The phrase powering creativity was chosen to align with the institution’s comprehensive fundraising campaign of the same name. It builds upon the previous hashtag’s declaration of creating art to showcase the power of creating art.
Strategy, content creation
#PoweringCreativity was identified months before roll-out, and advance communications were shared with key stakeholders across campus (Advancement, Admissions, Student Engagement, etc.). Once a launch date was identified, I created a content calendar to tease the release and asked student and alumni influencers to promote the new hashtag upon release.
The new hashtag campaign was heavily focused on UNCSA’s Instagram account, as it is the channel which most utilizes the institutional hashtag, and which relies on user-generated content. A carefully curated series of posts were shared the week in advance of the launch, and the new hashtag was announced on September 14, 2019. In the weeks that followed, the UNCSA community began adopting the new hashtag to showcase their work.
Cover photography: “A Midsummer Night’s Dream” by Peter J. Mueller