On May 15, 2013, a the University of North Carolina at Wilmington released a report recommending the removal of the Swimming and Diving teams from UNCW athletics. Hüify worked with key members of the team to assemble a campaign that would have a major influence on the Chancellor’s decision to keep funding the Swimming and Diving program.
total number of people reached through inbound marketing
signatures gathered in 5 days of raising awareness through inbound promotion
people who joined the cause within 3 days by becoming members of the Facebook group
A lineage of excellence
On May 15, 2013, a the University of North Carolina at Wilmington released a report recommending the removal of the Swimming and Diving teams from UNCW athletics.
Preserving the program
The Men’s and Women’s Swimming and Diving teams had been effectively cut from the roster after the announcement was made. They would need the Chancellor to intervene and reinstate the teams.
Drumming up support
Within 48 hours of starting the “Save UNCW Swim and Dive” group on Facebook, 10,000 users had joined. People were pledging their support and using social media to share the cause. After 5 days of spreading awareness, there were over 14,000 signatures on the official petition that was presented to the Chancellor. Their efforts reached over 10 million people and were retweeted by celebrities such as Ryan Lochte, Lance Armstrong, and Audrina Partridge. Swim teams from over fifty universities, such as Princeton, UCLA, and Duke, publicly shared their support of the swim team on social media. On his visit to Wilmington during the height of the campaign, olympic gold medalist Michael Phelps met with some of the swimmers and shared his support.
In just five days of organic promotion, the plight of the UNCW Swimming and Diving team had reached the ears the most decorated olympian of all time. Thousands more had extended their support and communicated their commitment to the team. After witnessing the overwhelming outpour of support from the community, the UNCW Chancellor reinstated the Men’s and Women’s Swimming and Diving teams.
12,000 supports joined the Facebook group
21 celebrity twitter accounts who retweeted their support