Fullreach China has served as the official digital media agency in China for the Pac-12 since 2017, providing daily, professional operation of the conference’s official Weibo and WeChat accounts..
As an athletic conference representing 12 prestigious universities on the West Coast of the United States, the Pac-12 member universities host thousands of international students from China every year pursuing undergraduate and graduate degrees.
In 2017, Fullreach partnered with the Pac-12 to create and manage a “student reporter” program, engineered to provide special interaction and engagement with Chinese students going to school in the conference. The program was launched in March 2018, with Arizona State University student Chenxi Zhao selected as the student reporter of the initial pilot program.
Fullreach trained and managed Chenxi, working with him on-site at the 2018 Pac-12 Men’s Basketball Tournament to provide localized coverage to fans in China as well as fellow Chinese students in the U.S.
KEY OBJECTIVES
INCREASE THE FOLLOWING OF THE PAC-12 OFFICIAL WEIBO AND WECHAT ACCOUNTS, WITH SPECIAL EMPHASIS ON REACHING LOCAL CHINESE STUDENTS
CREATE A CAPSTONE EXPERIENCE FOR THE STUDENT REPORTER
LAY THE FOUNDATION FOR A FULL-PROGRAM FOR FUTURE STUDENT REPORTERS
OUR APPROACH
After identifying Chenxi, we immediately brought him into our social media team to train and learn from our practices. Our team quickly brought him up to speed on the important aspects of promoting and covering the Pac-12 to a Chinese audience, and also tasked him with using his experience as a student at Arizona State Unversity to connect us with special promotion to local Chinese student groups.
KEY RESULTS
At the event, Chenxi flourished and provided fans on the account with great entertaining coverage.
Our team was proud to work with Chenxi and excited to have been able to get the program off the ground with a successful first run.
Chenxi has been able to use the experience to grow his career in sports media in China shortly after graduation.
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