Social Media Campaign Strategy March 2014-‐March 2015 Overview Always keep MISSION in mind: •
Through maximizing student success, York Technical College seeks to contribute to the economic growth and development of York, Lancaster, and Chester counties and of the State. Keeping that in mind all of our social media efforts need to be focused toward this mission.
Always keep AUDIENCE in mind: Our target audience consists of • • •
Students & Alumni Faculty & Staff Community and business
Always keep marketing GOALS in mind: • • •
Goal 1: To contribute to the enrollment and retention goals of York Tech Goal 2: To increase York Tech’s social media following Goal 3: To increase awareness of York Tech’s news, programs and updates
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Facebook: From 4102 likes – to 4576 likes (11.5% increase) Most of our Facebook likes were organic likes, came from our page and increased when our audience wanted urgent information (ex: weather delays/closings) Twitter: From 430 followers – to 561 followers ( 30% increase) Largest increase came from when our audience wanted urgent information (ex: weather delays/closings) Instagram: From 15 followers – 48 followers (220% increase) Largest increase came from contest promotion (giveaways) Google Plus: 0 Pinterest: 0 followers to 6 followers
Current social media standing From November 2013 – February 2014 (4 months)
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SWOT Strengths: Engaging content Contests Constantly updating news and events No links to social media on website Weaknesses: Posts inconsistent Use outlets evenly Lack of integration Social media relationships are short term (likes for incentives) Targeting a wide range of demographics Opportunity Our followers communicate with us They go to social media for questions Engage Potential community members Engage more potential students Interact industry leaders Ongoing upcoming events and news Take advantage of real life post Marketing York Tech as “cool” Threats Competition (other schools) Perception of community college Technological advancement Limited views of content Changes in the economy Times that people view social media Demographics (vary from social media outlets)-‐ hard to target Bored or overwhelmed to our message (numb to our posts)
Overall Strategy To accomplish our social media goals we want to focus on engaging our audiences through interactive content Objectives Objective 1: To contribute to the enrollment goal by getting 100 students to enroll by spring enrollment cut off 2015 Objective 2: To increase our social media following in each channel: • By 23% on Facebook (Increase by 1,422 likes) • 70% on Twitter (increase by 393 followers) • %416 on Instagram (200 followers) (** numbers are based on increases that took place within 4 months time.. because this campaign strategy is taking place over a 12 month period, our objectives should be able to at least meet the increases that were accomplished from Nov-‐Feb) Objective 3: To get at least 40% of our annual social media posts liked, retweeted, shared, reposted or pinned Tactics Tactics for objective 1: • •
Use “How did you hear” surveys at ALL events to track weather or not people are attending events based on social media Screen Shot Giveaways: People who take a screen shot of a certain post we put up, or take a photo showing that post will get entered into a drawing or win a prize if they show it at an event they attend
Tactics for objective 2: • • • • •
1,000 likes campaign – have students come to computer session to follow our social media outlets to enter for a chance to win X Post signs in classrooms on chalk boards telling people to follow us on social media Poster around campus about following us on social media Sidewalk chalk/spray paint marketing Follow York Tech on social media posters for high school
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Marketing giveaways with our social media tags on them Buttons on website for each outlet
Tactics for Objective 3; • • • • •
Use giveaways to encourage repost/share incentives Use York Tech pride to encourage reposts/shares Encourage people to share/retweet with people they know who may benefit from our post Use social media guidelines to further engage our audience Incoming Freshman: Scavenger Hunt – Student Services (tutoring, career services, PROMISE, counseling services)
Measurement • Key Performance Indicators o Likes, shares, reposts, retweets, repins, followers • “how did you hear” survey results • Daily post requirements listed on social media guidelines Implementation • Timeline (TBD) • Financial considerations (approval of incentives and giveaways) Conclusion • Summary • Next steps To be added March 1, 2015