Final ProjectOutline

STCO 348

Joshua GordonJoel Miller

Abby SchaefferPaul Mehltretter

I. Introduction: Our client is the School of the Communication and Creative Arts (Service). SCCA promises a Christ-centered, professional, and high-level of education (Reputation). One of the goals of SCCA is to provide students with hands on experience that will land them a job after graduation (Value). SCCA offers many opportunities for students to develop the skills they need to succeed in their chosen field. SCCA is great school for students interested in a variety of things. We cover a wide range of areas for students so they can be well-equipped before they graduate.

II. The Potentiala. Consumer i. Current and Potential Consumers’ common demographics

1. Race- majority Caucasian2. Age- 18-223. Economic status- middle-class and upper middle class4. Gender- majority female5. Education- high school degree and some college 6. Occupation- Full-time student- possibly part time job7. Average Income- for students that work: majority hold part time/minimum wage jobs8. Marital Status- primarily single

ii. Current and Potential Consumers’ common Psychographics1. Religion- majority Christian2. Political Association- primarily Republican and conservative3. Personality- outgoing, hard worker, motivated4. Lifestyle- active and social college student5. Values- community, personal achievement6. Social Status- non-specific iii. Reasons for valuing this consumer over others

a. We chose Jeremy, a sophomore at Liberty University, because we believe that he wants to be engaged in SCCA, informed about ways to be involved, and is inspired to be a leader in his chosen field.

1. We believe Jeremy will tell his friends about the major he is in2. We believe Jeremy will stay in his major, once declared3. We believe Jeremy will a SCCA brand ambassador 4. We believe Jeremy will share his involvement in his major online

b. We considered Stephanie, the college sophomore, but she is satisfied with her major1. She wants to be a doctor2. She does not need the extensive communication training SCCA’s majors offer3. She needs to focus on her medical training so she will not be looking into joining the clubs SCCA offers

c. We considered Amy, a senior at Liberty University, but she’s graduating 1. She has already completed an internship for her current major2. She does not want to delay her graduation date by switching majors3. She has a job lined up

Incoming FreshmanReasons for valuing this consumer over others

A. We chose Rachel, a high school senior, because we believe she will get the education he desires with SSCA rather than declaring a generic business major

1. Rachel wants to go to a Christian school2. Rachel is outgoing, energetic and embraces public speaking3. Rachel is interested in the communications field -- specifically broadcast

B. We considered Emily, a high school senior, but she wants to become a marine biologist 1. She will be pursuing a science degree2. She does not enjoy social media or being creative3. She enjoys math and the hard sciences

C. We considered John, a high school senior, but he is more interested in the finance side of marketing

1. He will be under the school of business 2. He will not need a strong communications background3. He does not see the value or importance of social media

AlumniA. We chose Matthew, who graduated two years ago, because he still invests into Liberty

University and the SCCA post graduationa. He is interested in continuing to network with current students

b. He enjoys helping out current students with opportunities when possiblec. He is in an respected professional in his career and can offer students advice

B. We considered Lisa, a 30 year old, but she moved out of the communications field a. She is detached from the universityb. She does not visit campus oftenc. She is a busy working professional

C. We considered Jamie, a stay at home mom, but she is not currently using her degree1. She does not engage in the online communities she’s a part of2. She is focusing on her family3. She does not prioritize keeping up with things or people related to her degree

c. Current and Potential Consumers’ needs and reasons for using your client’s services

1. Engaged - students want to be engaged inside and outside of a classroom setting2. Informed - students want to be informed about what they are studying and how it applies

to real life situations3. Inspired - students want to be inspired to take the skills they are taught and put them to

work in real life4. Community - students want to be connected to others with similar interests

i. Engaged - students want to be engaged inside and outside of a classroom setting (ASCD.org) ii. Informed - students want to to be informed about what they are studying and how it applies to real life situations (U.S. News & World Report Education) iii. Inspired – students want to be inspired to take the skills they are taught and put them to work in real life (NPR) iv. Community - students want to be connected with others with similar interests (stateuniversity.com)

d. Where does your client’s desired consumer spend their time online and why.

i. Social Networks- 87% spend at least one hour on social media every day. 64% spend 1-3 hours daily on social media. 23% spend more than 3 hours per day. (Content Marketing) ii. Email- 70% of 18-22 year olds spend less than an hour a day checking emails. (Social Networking and Education)

III. The Solutiona. Social Media’s Current influence on Brand Identity and Consumer satisfaction (Current promises and delivery) (Please give examples) i. Brand Identity on social media sites

1. Facebooka. Explicitly - According to Facebook, we say we are industry professionals who give students a world-class education -- with a Christian worldview b. Implicitly- According to Facebook dialogue, we are providing a highlights of events. Students tag their friends in pictures2. Twittera. Explicitly- According to Twitter, Liberty University School of Communication & Creative Arts trains in areas of Digital Media & Creative Arts, Studio & Digital Arts, and Cinematic & Theater Artsb. Implicitly- According to Twitter, SCCA highlights events, announcements, and other Liberty Affiliated accounts. Engages often with comments and RTs3. Instagrama. Explicitly - Does not explicitly say who they are but links their Facebook page which would give more information.b. Implicitly - Visually showcases events, faculty and staff, students, classes and other SCCA content.

ii. Current Success and Oversights (Current Values)1. What channels and content receives the most likes?Instagram receives the most likes. Content about upcoming events and recaps/highlights of events. a. What needs are these likes meeting?The likes are meeting the need for likable content and positively portraying the SCCA brand. 2. What channels and content receives the most comments?Instagram receives the most comments.a. What needs do the comments highlight?Approval and pleasure. 3. What channels seem to be growing the fastest?Twitter. a. What needs do these channels meet?Information about SCCA happenings. Source of updates4. What channel appears to be the most popular?Facebook. 5,552 likes -- followers well above any other social media.a. What need does this channel meet?5. Net Promoter Score +20% iii. What does this information say about the needs we are meeting?1. Engagement: the social media platforms currently being used are primarily information based but there is the opportunity for engagement. 2. Information: all of social media platforms currently being used are primarily information based, and we would like to see the other three aspects (engagement, community, and inspiration - focused on more).3. Community: Twitter and Facebook offers the best sense of community for the consumer.4. Inspiration: Instagram offers the best sense of community for the consumer.

iv. What needs seem to be overlooked or energy wasted?1. Pre-crisis communication- as of now, there does not appear to be a specific touchpoint geared towards pre-crisis communication. Facebook could fill this need. Encourage followers to message us directly and/or give them an email to contact with questions or concerns. (include within bio)

- There is currently no bad feedback on the channels.2. Entertainment- Currently, no videos on YouTube or entertainment value.3. Pinterest- According to our interviews, not many people in our target market are actively using Pinterest. However, the ones that do like Pinterest use it constantly (a few) b. Social Media Brand Personae and Promise i. Our primary service is the School of the Communication and Creative Arts. SCCA promises a Christ-centered, professional, and high-level of education (Reputation).

ii. Theme or Overall Brand Personae1. Personal Mentora. Training the next generation of Christian Communicators b. Encourage students to work hard and be involvedc. Helps students along the way academically, as well as being there for them through personal situations. c. Social Media Strategic Approach (See Appendix A) i. Social Networks-1. Channel- Instagram2. Unique Promise- To showcase SCCA's community, identity and purpose through posting engaging visual content3. Execution- Post content on Tuesday, Thursday, and Sunday - Share inspiration (this requires improving the visual appeal of content from where it currently stands)- Showcase faculty, alumni, and students (inspiration)- Reply to comments to increase engagement- Run contests: ask users to comment on our photo, share it, mention a certain number of friends, or even share their own photo with a specific hashtag to win a prize. (grow reach and followers) (Social media Examiner)

4. 2 Objectives-a. Increase followers by 20% (76+) by the beginning of Summer 2016 Semesterb. Have 15% (57+) of followers like each post consistently by the beginning of Summer 2016 (Identity)5. Relates to Goal- Instagram has the potential to visually inspire the consumer.

ii. Facebook1. Channel- Facebook2. Unique Promise- -Provide news of upcoming events and an informal “third place” to network

3. Execution- -Post bi-daily content -Focus efforts on posting content that will help start conversations. -Share current updates about majors, events, and campus news. -Create a group that will lead to a community feeling between students

4. 3 Objectives-a. Redirect 60% of SCCA members to the new group

b. 25% Increase in likes by fall 2016 (Retention)c. 15% Increase in comments by Fall 2016

5. Relates to Goal- Facebook will help students not only stay informed but opens up opportunities to create an online community that can be translated into real life.

1. Channel- Linked In2. Unique Promise- A formal “third place” for alumni and current students to network3. Execution- -Create a group for alumni and students to join.

-Repost articlesand post prompts for discussion (each once a week)

4. 2. Objective- Have an average of 5 comments per discussion posts as an indication of a trend towards networking by Fall of 2016

70 New members in the group between current students and Alumni by Fall of 2016

iii. Email-1. Channel- SCCA@liberty.edu (FYI- proposed email)2. Unique Promise- Reminders of upcoming deadlines, events, and internship opportunities. [JL1] Drive traffic to other social media outlets (awareness specific to SCCA social media)3. Execution- -Continue to inform students as is currently being done. - Add social media links at the bottom of emails4. Objective- Increase traffic to social media through including links by 20% in email signatureby Fall 2016

5. Relates to Goal- Although this channel tends to lean towards traditional marketing, we believe RSS feeds provide a convenient way for members to stay up-to-date on what is happening within the SCCA. v. Microblogs-1. Channel- Twittera. Unique Promise-To present our audience with information about the strategic communication, graphic design, studio art and theatre arts [JL1]

Updates on what SCCA is doing, retweets of related materials, engagement with followers.

b. Execution- Daily- -Post daily due to the frequency and amount of info shared -Interact with followers through replies, retweets, quotes, and likes- Encourage followers(students) to tweet SCCA with quotes and updates from class. Use the hashtag #LibertySCCA and/or #LibertySADA (thought leadership pieces for each type of SCCA major) RT’s from credible accounts and posting linksc. 4 Objective- i. Increase followers by 20% (111+) by beginning of Fall 2016 semester(Customer Relations) ii. 20% increase in favs by the beginning of the Fall semester

iv. 10% increase in re-tweets by the beginning of the Fall semester (EWOM)d. Relates to Goal- People want to feel heard. Twitter, probably more so than any other social media channel, provides quick short bursts of info that allow consumers and companies to interact, problem solve, and promote each other’s insights. We believe the immediacy created by Twitter will create more of an online conversation between faculty and students involved in the SCCA. 2. Channel- Pinteresta. Unique Promise- Educate [JL1] by sharing relevant infographics and information for current students

b. Execution- -Set aside 30-45 minutes three times each week to upload and save content. -Save enough to stay relevant on the consumer’s main feed, but not flood them with content.

-Save pins that not only cover topics relevant to the consumer’s SCCA needs, but also touch on outside interests.c. 4 Objective- i. 5% increase in saves by the beginning of Summer 2016 semester (EWOM and Identity) ii. 25% (262+) increase in followers by beginning of Summer 2016 semester (Identity)

d. Relates to Goal-We believe planet fitness members will implement helpful (outsourced) info they find on our Pinterest boards. vi. Multimedia-1. Channel- YouTubea. Unique Promise- Provide previews for events, more in depth student and professor profiles, “why you should take this class” videos, and buzzfeed style videos. Customer RelationsVisual content (same purpose)b. Execution- Weekly- Create a channel with several playlists. -These playlists would include the following:Profiles, Class Preview, Upcoming Events, and Your SCCA. -Through these videos the client will see major growth in their department through incoming Freshman declaring the major right away or current students switching over.c. Objective i. Increase transfers from outside majors to SCCA by 15% by end of Spring 2017 semester

ii. Increase incoming Freshman in the Major by 10% by Fall 2017 (EWOM)

d. Relates to Goal- Youtube will help educate and inform the consumer about not only the SCCA but it will give a more indepth look into the majors it offers, the faculty and professors they’ll be under, and it will inspire them about the opportunities to come if they choose to become part of the SCCA.

Channel- Snapchata. Unique Promise- A personal and behind the scenes view of SCCA. Snapchat will give SCCA the ability to entertain students in a new and effective way.

b. Execution- Weekly- -Post behind the scenes footage and classroom visits.

-"Model taco bell snapchat.” -Integrate the use of screenshots to run contests and polls to engage with Snapchat users.

c. Objective i. Gain 400 followers by beginning of January 2017 semester

ii. 5% interaction rate through screenshots & snap replies

d. Relates to Goal- Snapchat will give the consume a unique behind the scenes look at what it’s like to be part of the SCCA and the community the current students share with each other. IV. Identify Desired ROI (under 3 min)a. Identify Cost i. Time and Energy1. 1 Social Media Director Responsibilities- 40 hours a weeka. Monitors social mediab. Directs and Oversees Social Media Managersc. Directs social media campaignsd. Reports Consumer Feedback to Operationse. Reports Consumer Feedback to Marketingf. Ensures consumers’ social media needs are metg. Measures social media ROIh. Reviews and schedules all posts 2. 2 Social Media Managers Responsibilities - 20 hours a week

a. Report consumer feedback to SMD weeklyb. Review community engagementc. Track growthd. Replies to consumer feedback e. Post daily to Facebookf. 3-5 saves on pinterest weeklyg. Compose email blast every weekh. Potentially a grad student pursuing a strategic communication degree

3. 2 Volunteer Social Media Contributors - 5 to 10 hours a week eacha. Research facts and data for Social Media Managersb. Edit content to be posted (photos, write tweets, check grammar, ect.)c. Explores and proposes new social media technologyd. Find ways to partner with CSER and internship/practicum opportunities -- undergrad opportunity

4. Total hrs a week needed – 90-100

ii. Resources1. Equipment- Computers, Phones, Tablets, cameras/video recorders, editing software 3. Work Space – Need three office spacesa. Directors Officeb. Managers Officec. Volunteers do remote work - report weekly to managers iii. Money1. 3 Salariesa. Director- $45,000b. Managers-$18,000 (each)c. Total- $63,000 a year2. Contests and Giveawaysa. Cash prizes $500 annuallyb. Merchandise $2,000 annuallyd. Total $2,5003. Total cost $65,000 annually b. Identify Reward and Measurement i. How will you measure your success?1. Growth of followers and engagement from the beginning and end of the implementation of the campaigns (by semester basis - summer included)2. Facebook Insights3. Twitter Analytics and polls4. Surveys5. Focus Groups/Interviews ii. What do you hope will be the outcome of your proposal?1. Instagram: Increase followers by 20% (76+) by the beginning of Summer 2016 Semester

2. Facebook: Redirect 60% of SCCA members to the new group. 25% Increase in likes by fall 2016. 15% Increase in comments by Fall 2016

3. Snapchat: Gain 400 followers by beginning of January 2017 semester. 5% interaction rate through screenshots & snap replies.

4. Twitter: Increase followers by 20% (111+) by beginning of Fall 2016 semester. Increase amount of engagement (likes, RTs, mentions) by 20% by the beginning of the Fall semester. Have 15% (57+) of followers like each post consistently by the beginning of Summer 2016.

5. Pinterest: 10% increase in saves by the beginning of Summer 2016 semester. 5% increase in saves by the beginning of Summer 2016 semester. 25% (262+) increase in followers by beginning of Summer 2016 semester.

6. Email: Increase traffic to social media through including links (in email signature) by 20% by Fall 2016.

7. LinkedIn: Have an average of 5 comments per discussion posts as an indication of a trend towards networking by Fall of 2016. 70 New members in the group between current students and Alumni by Fall of 2016.

8. YouTube: Increase transfers from outside majors to SCCA by 15% by end of Spring 2017 semester. Increase incoming Freshman in the Major by 10% by Fall 2017.

V. Liberty University’s School of Communication and Creative Arts has a well established presence online. However, there is untapped potential and a much larger target market they can be reaching. We believe through the social media strategies talked about today they can further their reach and bring growth and inspiration to their school.

Citations/References

Appendix ASocial Media Strategy

Goals for using Social Media-Networking- Engagement- Inspiration- Training- Recruitment- Education- Entertainment

Consumer Needs: be engaged, informed, and inspired

Theme/Brand Personae- Training the next generation of Christian communicators

Channel Unique Promise

Execution Justification Objectives

Instagram (Same)

To showcase SCCA's community,

Post content on Tuesday, Thursday, and

Instagram has high levels of user

Increase followers by 20% (76+) by

identity and purpose through posting engaging visual content.

Sunday

- Share inspiration (this requires improving the visual appeal of content from where it currently stands) - Showcase faculty, alumni, and students (inspiration)- Reply to comments to increase engagement- Run contests: ask users to comment on our photo, share it, mention a certain number of friends, or even share their own photo with a specific hashtag to win a prize.(grow reach and followers)

(Social media Examiner)

engagement, thus posting multiple times throughout the week will build brand awareness and showcase our audience our identity and purpose.

Posting three times weekly would allow for frequent engagement without flooding people with content.

the beginning of Summer 2016 Semester

Have 15% (57+) of followers like each post consistently by the beginning of Summer 2016

Facebook (Refocused)

-Provide news of upcoming events and an informal “third place” to network.

-Post bi-daily content

-Focus efforts on posting content that will

The organic reach of facebook pages is at an all time low. Studies show that up to

Redirect 60% of SCCA members to the new group

25% Increase in

help start conversations.

-Share current updates about majors, events, and campus news.

-Create a group that will lead to a community feeling between students

90% of Facebook users don’t return to a page after clicking “Like”. When posting on a facebook page, that post will go to less than 2% of the fans. (Elliot) Moving to a facebook group will increase awareness engagement and community relations.Currently our Facebook page organically reaches an average of 584 views per post. By creating a group, that number will increase and we will reach our desired target more effectively.

likes by fall 2016

15% Increase in comments by Fall 2016

Snapchat(New)

A personal and behind the scenes view of SCCA. Snapchat will give SCCA the ability to entertain students in a new and effective way.

-Post behind the scenes footage and classroom visits.

-"Model taco bell snapchat.”

-Integrate the

54 out of 60 students surveyed reported having a snapchat. (Robinson)

Taco Bell does a great job of entertaining and informing their

Gain 400 followers by beginning of January 2017 semester

5% interaction rate through screenshots & snap replies

use of screenshots to run contests and polls to engage with Snapchat users.

target audience through Snapchat. They have created a brand on Snapchat that you can’t do on any other platform. Snapchat will give SCCA the ability to reach students in a new way. By creating a Snapchat, that keeps our school SCCA ahead of the game and competitors.

Twitter(Same)

To present our audience with information about the strategic communication, graphic design, studio art and theatre arts

Updates on what SCCA is doing, retweets of related materials, engagement with followers.

-Post daily due to the frequency and amount of info shared

-Interact with followers through replies, retweets, quotes, and likes- Encourage followers(students) to tweet SCCA with quotes and updates from class. Use the hashtag #LibertySCCA

Twitter provides an outlet for the consumer and the company to communicate through short public messages. 70% of consumer complaints go ignored on Twitter (The Ignored Side of Social Media: Customer Service).

We believe SCCA should engage with consumers’

Increase followers by 20% (111+) by beginning of Fall 2016 semester

Increase amount of engagement (likes, RTs, mentions) by 20% by the beginning of the Fall semester

and/or #LibertySADA

(thought leadership pieces for each type of SCCA major) RT’s from credible accounts and posting links

tweets. Tweeting and retweeting followers is an easy way to build the interactive community SCCA is looking to stimulate.

Pinterest(Refocused)

Educate by sharing relevant infographics and information for current students

-Set aside 30-45 minutes three times each week to upload and save content.

-Save enough to stay relevant on the consumer’s main feed, but not flood them with content.

-Save pins that not only cover topics relevant to the consumer’s SCCA needs, but also touch on outside interests.

Pinterest is also the most mobile social network, driving 64% of its traffic from mobile browsers.

Data from Shareaholic also showed that Pinterest now drives more Web traffic than any other social network. (Hootsuite)

Academics use Pinterest as an online library (University of Texas Libraries), which is the direction our client should be taking their Pinterest towards.

10% increase in saves by the beginning of Summer 2016 semester

5% increase in saves by the beginning of Summer 2016 semester

25% (262+) increase in followers by beginning of Summer 2016 semester

Email(Same)

Reminders of upcoming deadlines,

-Continue to inform students as is currently

- There seems to be no issues with our current

Increase traffic to social media through

events, and internship opportunities.

Drive traffic to other social media outlets

being done.

- Add social media links at the bottom of emails

email system for passing on updates of upcoming deadlines, events, and internship opportunities.

-We chose to add social media links so that students who check their emails will also begin checking social media.

including links by 20% in email signatureby Fall 2016

LinkedIn(New)

A formal “third place” for alumni and current students to network

-Create a group for alumni and students to join.

-Repost articles and post prompts for discussion (each once a week)

“LinkedIn is the most powerful marketing tool of the 21st century and there are three reasons why -- media, partnerships, and clients” (Chansamooth) By creating a LinkedIn, this will give current students the ability to network with Alumni to find internships, jobs, and other great opportunities.

Have an average of 5 comments per discussion posts as an indication of a trend towards networking by Fall of 2016

70 New members in the group between current students and Alumni by Fall of 2016

YouTube (New) Provide previews for events, more in depth student and

-Create a channel with several playlists.

Use the videos to educate on SCCA and the majors it encompasses.

Increase transfers from outside majors to SCCA by 15% by end of

professor profiles, “why you should take this class” videos, and buzzfeed style videos.

-These playlists would include the following:Profiles, Class Preview, Upcoming Events, and Your SCCA.

-Through these videos the client will see major growth in their department through incoming Freshman declaring the major right away or current students switching over.

Persuade students to declare or switch into a major through videos that give brief class descriptions, profile a professor, or explain aspects of PR.

90% of shoppers find videos helpful when making a purchase. The same principle can be applied to students looking to register for classes (Follett).

Spring 2017 semester

Increase incoming Freshman in the Major by 10% by Fall 2017

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