Hampton University’s digital campaign for President Darrell K. Williams investiture ceremony as the 13th president, signified transformation and captured this momentous occasion that represented the first investiture in 44 years. This campaign was meticulously designed to not only introduce President Williams and his forward-thinking vision but also to pay tribute to the university’s rich 155-year heritage. Through strategically curated social media content across Instagram, Facebook, LinkedIn, YouTube, and Twitter, we aimed to bridge the gap between generations, blending traditional values with modern digital connectivity. The initiative emphasized multimedia storytelling to captivate a diverse audience—from current students and esteemed alumni to potential enrollees and dedicated university supporters—thereby fostering a sense of unity and continuity. By leveraging live streaming technology, the campaign transcended geographical boundaries, inviting a global community to partake in the historic significance of this event, thereby reinforcing Hampton University’s enduring legacy under President Williams’ transformative leadership.
To celebrate the historic investiture of President Darrell K. Williams and bring the inauguration week to life for the campus community and over 40,000 alumni and friends globally, we launched a comprehensive digital campaign. Central to this campaign was the ceremonious live stream of the investiture, capturing the spirit and grandeur of the occasion, carefully crafted content about the event was curated to be shared extensively across key social media platforms, including Instagram, Facebook, LinkedIn, YouTube, and Twitter. This approach engaged a worldwide audience, generating widespread excitement for the investiture week.
Complementing this digital narrative, we secured national media coverage, notably in Essence magazine, strategically chosen for its influential audience and ability to highlight the investiture’s cultural and educational importance. This media engagement, paired with a strategically designed social media strategy, ensured our message resonated with a broad demographic, nurturing a vibrant digital community in celebration of this significant chapter.
Our campaign navigated challenges such as bridging the digital divide for our older alumni while engaging a younger, digitally savvy audience. This strategic narrative, which honored Hampton’s enduring legacy while looking towards the future, guaranteed a unified and compelling experience across all channels, from the global livestream of the investiture ceremony to targeted radio spots on our campus-owned station, WHOV, thereby extending the campaign’s reach.
The Annual Report, detailing President Williams’ inaugural year and the investiture event, marked the culmination of our campaign efforts. Shared with a distinguished group of corporate, community, and elected leaders, the report underscored the investiture’s impact and the extensive reach of our initiatives, solidifying the campaign’s achievements.
As a direct result of our comprehensive campaign, confidence in Hampton University's new leadership significantly strengthened, as demonstrated by an increase in alumni giving, corporate gifts, and sponsored research dollars. The broad sharing of the investiture event across our alumni affairs channel, national alumni association, school pages, and alumni chapter pages, coupled with the global pickup of the livestream, underscored the wide-reaching impact of our efforts.
The digital campaign in honor of Hampton University’s 13th President, Lt. Gen. Darrell K. Williams’ investiture, exceeded our goals, setting a new benchmark in digital engagement and elevating the university’s national profile. The campaign’s rich multimedia narrative captivated a broad audience, evident from the impressive digital metrics: 858k total impressions, with specific platforms like Twitter seeing 125,809 impressions, Facebook 33,010 impressions, and an Instagram reel hitting over 16k views. The live stream of the inauguration ceremony further amplified our reach, with local and regional news outlets contributing to nearly 799k impressions across desktop and mobile platforms.
This extensive digital footprint is a testament to the campaign’s profound impact, uniting a diverse community in celebration of a historic moment and fostering a sense of pride and belonging across generations. The engagement went beyond traditional metrics, sparking meaningful conversations and reinforcing the university’s legacy and future under President Williams’ leadership.
The most telling indicator of success was the tangible outcome of university enrollment. Following the campaign, Hampton University experienced a remarkable 39% increase in new student enrollment, underscoring the campaign’s effectiveness in not only resonating with its audience but also inspiring action. This surge in enrollment, coupled with the campaign’s digital achievements, sets a new benchmark for leveraging digital platforms in academia, making this campaign a standout contender for the Shorty Awards.
