Orangehaus Records is not a typical record label. It is staffed and run by Anderson University students with faculty overseeing the process, giving students the opportunity to dip their toes in the music business industry. Currently, Orangehaus Records is using social media uniquely to interact with their audience of AU students.
Last fall Orangehaus Records created a Twitter profile, @OH_theHunt, to serve as a photo scavenger hunt that creates interaction between AU students and Orangehaus Records and generates a heightened awareness of the record label around campus.
“Each Thursday, there will be a photo posted of a place or object on campus. Participants take a picture of themselves with that place or object and post it on Twitter,” said junior marketing major Faith Gretzinger, Orangehaus vice president of marketing. “We then randomly select a winner from the submissions by the next Wednesday at 5 p.m. The winner will receive the prize of the week.” In addition, the account takes advantage of popular hashtags such as #auchapel to broaden their student exposure.
Every week, Orangehaus partners with different businesses to produce the prize of the week. Usually these are local Anderson businesses that provide donations. One week, frozen yogurt shop Orange Leaf donated a gift card. Orangehaus has also partnered with student-run businesses such as MUGS Coffee.
Jordan Poortenga, junior marketing major and Orangehaus vice president of production, sees @OH_theHunt as more than just an opportunity for students to interact around campus. “The idea is to create a fun and easy outlet for students at Anderson to be involved with Orangehaus, free of music plugs.”
Through this partnership to bring deliverable prizes to participants, Orangehaus’ reach to students has expanded via the @OH_theHunt Twitter account. “The campus reaction to @OH_theHunt has been overwhelmingly positive. We are constantly gaining more participants and new followers,” said Gretzinger.
As they have seen, Orangehaus Records’ effort to expand their student reach has spread their name to students who were not aware of them prior to the Twitter photo scavenger hunt. “I didn’t really know what Orangehaus did before I got involved in the @OH_theHunt scavenger hunt,” said sophomore theatre arts and business major Caytee Chandler-Pile. “I saw flyers around campus for it and thought it sounded fun, which led me to do a little more research into what exactly Orangehaus was and what they did.”
With new audience members and followers, Orangehaus hopes to continue to expand their number of listeners and gain artist clients. They plan to further engage students and prospective clients via new social media strategies, and provide more information about Orangehaus campus events.
— Lydia Hawley is a junior from Homerville, Ohio, majoring in communication arts and minoring in dance performance. Lydia is an associate with Fifth Street Communications®, writing on behalf of the Anderson University Office of University Communications.
Anderson University is a private Christian university of about 2,600 undergraduate and graduate students in central Indiana. Anderson University continues to be recognized as one of America's top colleges by U.S. News and World Report, The Princeton Review, and Forbes. Established in 1917 by the Church of God, Anderson University offers more than 65 undergraduate majors and graduate programs in business, music, nursing, and theology.