Competitors on the court, collaborators in the world: How two universities teamed up during the Final Four

Chelsey Holts and Morgan Moushon
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Chelsey Holts: Director of Social Media, University of North Carolina at Chapel Hill, USA
Morgan Moushon: Senior Manager of Digital Marketing and Analytics, Discover Durham, USA

Journal of Education Advancement & Marketing, 2023, vol. 8, issue 1, 47-59

Abstract: This paper focuses on the unique collaboration between the University of North Carolina at Chapel Hill, referenced as Carolina, and Duke University leading up to a historic National Collegiate Athletic Association (NCAA) Final Four men's basketball matchup on 2nd April, 2022. Learn how the social media teams at each university teamed up to capitalise on the national attention by highlighting several ways the schools collaborate off the court through partnerships in research and innovation. The examples included can be adapted for the needs of any size institution and any sort of collaboration.

Keywords: collaboration; social media; campaigns; higher education; University of North Carolina at Chapel Hill; Duke University; NCAA (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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