Now You Know Contest Winner’s Submission Answers What Yeshiva University Means to Him
The popular Now You Know campaign has come to a conclusion with the contest’s winning submission coming from Alon Melzter, a rabbinic student at Rabbi Isaac Elchanan Theological Seminary (RIETS) hailing from New Zealand.
Alon Meltzer, Now You Know contest winner and RIETS student, presented with an iPad and trophy.
The goal of the marketing campaign, created in-house by Yeshiva University’s Office of Communications and Public Affairs, was “to get the word out about all the exciting and positive changes that have taken place at YU over the past few years,” said Moshe Isaacson, director of interactive marketing at YU.
The first phase of the campaign featured a Web site, posters, flat screens and a series of animated videos (designed with help from the American Greetings Company) communicating fun and interesting factoids about the University. “We wanted to change some of the incorrect perceptions that people may have had about the University by letting the facts speak for themselves,” said Isaacson.
Surprising facts included seven of ten undergraduate students getting assistance with their tuition, more than 1,400 events and activities held on campus each year and YU being ranked the sixth most popular university in the country by US News & World Report.
The second phase of the campaign, entitled “Now Back to You,” featured an interactive website that allowed the entire YU family—students, faculty, alumni, parents and supporters—to present what YU meant to them by submitting images, audio and videos, and voting for the winner.
Meltzer’s submission was a clever answer to the question “What does YU mean to you?” He posted his answer to that question as a response on the University’s Facebook page and then uploaded an image of his response to the Now You Know website. But that was only half the battle. Meltzer then utilized the power of social networking to attract friends and supporters to vote for his submission on the site, even creating online “events” to spread the word about the campaign and his submission.
This strategy proved successful in a very competitive contest with dozens of submissions, hundreds of votes and a grand prize of a new Apple iPad. Along with his prize, Meltzer was presented with a trophy and discussed both his idea for the submission and what he gained from the experience. Watch his interview below.