About the Episode
About the Episode: Jess Frazier from Notre Dame University shares how they used custom LEGO figurines to increase engagement on the university's admissions Instagram. They rebranded their admitted student days as 'The Rally' and created a dedicated space where students could build Lego replicas of themselves wearing Notre Dame gear. The goal was to make students feel immediately welcomed into the Notre Dame family. This tactic was highly successful, with a 102% increase in engagement compared to the same admitted student post last year, 226,000 views on the LEGO reel—from 94% non-followers! Plus, the delight of students, parents, and staff alike.
Key Takeaways
- Create Meaningful Moments: Building special “moments” during admitted student days helps foster a strong sense of belonging for prospective students.
- Think Beyond Traditional Events: Transform typical “admitted student days” into a celebratory, rally-style experience to inspire school pride and excitement.
- Incorporate Unique, Inclusive Elements: Offer customizable event activities, like Notre Dame’s Lego figurines, that allow students to see themselves represented.
- Leverage Cross-Campus Support: Coordinate with staff, students, and other departments for a smooth event and increase campus-wide involvement.
- Monitor Metrics for Success: Keep track of social media engagement metrics to assess the impact of the event and capture feedback for future events.
Episode Summary
Why Did Notre Dame Rebrand Their Admitted Student Days?
Notre Dame transformed their admitted student days into “The Rally” to create a unique, community-focused experience. Recognizing that these events play a key role in yield, Notre Dame wanted to design a day that was more than a campus tour—it was a celebration. Inspired by the values of excellence, community, and joy, The Rally aimed to immerse prospective students in Notre Dame culture. Jessica emphasizes that the goal was for students to feel a strong sense of belonging, envisioning a new college home.
How Did the Lego Element Add Value to the Rally?
The Lego component of The Rally added a fun, memorable layer to the experience. A Notre Dame alum’s detailed replica of the university’s Golden Dome inspired a hands-on Lego activity where admitted students could build their own customized Lego figures to represent themselves. By offering a diverse selection of Lego pieces—including different skin tones, hairstyles, and even accessories like hearing aids—the event reflected Notre Dame’s commitment to inclusivity and personalization. Students cherished their unique mini-replicas, connecting personally with the Notre Dame community in a way that felt authentic.
What Challenges Did the Team Face in Implementing This Idea?
Executing this elaborate plan wasn’t without its challenges. The high cost of Lego pieces required Notre Dame’s team to seek additional budget resources, but the leadership supported the investment due to its expected impact on yield and brand loyalty. Organizing staffing for the Lego station required volunteers from across the campus community, including interns, students, and staff. To keep things engaging, student volunteers interacted with participants in line, creating a lively, welcoming atmosphere. Jessica and her team balanced costs and manpower by sourcing help from various campus departments and ensuring each volunteer felt valued.
What Were the Results of the Lego-Inspired Rally?
The Rally and its Lego-centric activities resulted in a remarkable increase in engagement and positive sentiment. Social media saw a 102% boost in Instagram engagement, with one reel featuring students and their Lego figurines receiving over 226,000 views. The photo of students celebrating with confetti cannons and their Lego replicas became a symbol of commitment and excitement, with many families sharing it across Facebook and other platforms. Notre Dame also gained 180 new followers, increasing their reach to potential future applicants. Survey feedback confirmed that students felt more welcome, and The Rally received some of the highest satisfaction scores of any event throughout the year.
How Did This Event Foster Cross-Campus Collaboration?
The Rally brought together various campus groups, fostering collaboration and strengthening cross-departmental ties. Student Affairs, the enrollment team, and student volunteers all contributed, creating a seamless event that strengthened the sense of campus-wide unity. To thank participants, Notre Dame gifted volunteers and key stakeholders with Lego figurine replicas of themselves, adding a personal touch to the event’s success and paving the way for even smoother collaborations in the future.
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