SOCIAL MEDIA MARKETING
Social Media Advertising Overview Santa Barbara City College’s robust and engaged social media audience enhances the visibility of our college’s culture, lifestyle and accomplishments. The social media presence of Santa Barbara City College continues to be very strong as it engages students, faculty, staff and the Santa Barbara community. This year our social media marketing efforts have focused increasing enrollment through creative advertising campaigns.
Social Media Advertising Platforms Santa Barbara City College advertises on the following platforms: Facebook: https://www.facebook.com/SBCityCollege/ Instagram: @sbccofficial Snapchat: sbccoffical
Social Media Advertising Goals Our goal for our social media campaign in Fall 2018 was to increase awareness of open enrollment for the start of the semester. We wanted to boost brand awareness while increasing impressions of our ads.
Social Media Advertising Campaign We strive to create fresh advertising campaigns that follow our branding guidelines with captivating taglines, photography and videos of our students and campus. • For the Fall 2018 campaign we focused on the idea that “Everyday Heroes Start Here” and turned it into our tagline. Our heroes are the unexpected people in the community like the IT Tech who saves the day when the server goes down, or the working mom who drops her daughter off at school, or the film crew that is on scene to capture the story. These are our “Everyday Heroes” and their education starts here at SBCC. • Our photography was staged and shot by a photographer in our server room, at our Early Childhood Education Elementary School and in a Film production class.
Social Media Advertising Criteria Budgets and Platforms:
Facebook: $300 Snapchat: $700 Instagram: $500
Target Area:
For Facebook, Instagram and Snapchat our target area included Camarillo (+50 mi), Lompoc (+25 mi), San Luis Obispo (+50 mi), Santa Barbara (+50 mi), Santa Ynez (+50 mi)
Facebook Advertising
The creative for Facebook consisted of five advertisements featuring five static photos
Instagram Advertising
The creative for Instagram was a rotating slideshow video for the Instagram Story with a swipe up to the SBCC Website
Snapchat Advertising
The creative for Snapchat was a rotating slideshow video with a swipe up to the SBCC Website
Social Media Marketing Conclusion At Santa Barbara City College we believe that harnessing social media is a key way to reach all of our stakeholders; Students, Prospective students, Faculty, Staff, Community members, Alumni and everybody in between.
We put a significant amount of effort into creating fresh advertising campaigns to reach our target audiences. We hope to create a strong brand awareness in our community and we strive to build a fun, respected, interactive online presence for our followers.