2. Trevar McNamee
Professor Ed Reese
MKTG 489 - Digital Marketing
December 22, 2014
Students, Social and Spokane Talent:
A Facebook Campaign For
Gonzaga University’s Career Center
4. CAMPAIGN OVERVIEW
This campaign will utilize the Gonzaga University Career Center Facebook Page.
Content will be rolled out in a series of posts--two per week from mid-January
through mid-April--highlighting firsthand testimonial success with internships,
jobs and long-term service involvements. Students will be featured with their
photo, along with a direct quote from a 15-minute interview with that student.
This campaign is necessary for inspiring perspective in employer perceptions
of academic majors, marketing individual student success and building better
relationships with students and employers through Page followership and
engagement.
1. D I V ER S I T Y
Provide perspective for
employers to embrace the
variety of academic
backgrounds that Gonzaga
students and alumni have to
offer organizations.
Gonzaga embodies liberal
arts education in its core
curriculum, and Spokane
employers need fresh minds
that can bring something
different than what
Spokane is used to.
Displaying success
dynamically across
academic majors provides
value to this mindset.
“I was a marketing intern with a nonprofit last summer.”
What kind of marketing did you do?
“A little bit of everything. But what I liked most was
seeing how much you can learn about people’s behav-
ior in working the back end of an AdWords campaign
or even a Facebook page. It was really empowering to
learn so much about everyday people, and I’m so much
more conscious of my own online behavior now.”
* Sam Small | Junior | Major: Public Relations
Morning Star Boys Ranch
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5. CAMPAIGN OVERVIEW
2. B R A G G I N G
The Career Center is
positioned to use
Facebook in a way that area
schools have yet to do:
marketing individual
students who have worked
hard. That is, celebrating
individual success stories to
exemplify the knowledge,
skills and humanistic value
students derive from
internships.
This is designed to exemplify
to Spokane employers, and
Gonzaga students, our
community’s commitment
to excellence, and
intentional development of
the whole person.
3. R E L A T I O N S
The campaign will expand the Caree
Center’s relations, both with students
and Spokane employers.
Student followership is decent, but not
where it could be. We’re always looking
for ways to integrate ourselves with the
student body.
Spokane’s top employers form a very
connected web, and the Career Center
should be looked to as its developer of
hiring material. Growth in followership
and engagement with this audience can
be achieved with the buy-in from just
one or two people.
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6. BRAND
Logo for Gonzaga University
Career Center & GAMP
Logo for Gonzaga University
WHAT DOES THE BRAND MEAN?
As a Senior at Gonzaga University, and as a Career Center Representative, I fully
understand this partnered voice. All of the values that stand behind the voice
of this partnered brand are undoubtedly important, but for the purposes of this
campaign, I am focusing most closely on the following themes that our brand
encompasses:
Facilitating
Holistic
Student
Development
Empowering
Student:Alumni
Relationships
Celebrating All
Areas of Study
Towards the
Common Good
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7. BRAND
SAME VOICE, DIFFERENT METHODS
The“why”has been defined for the brand. But how is this communicated on
Facebook? How should it be communicated?
Despite the value this brand embodies, the Career Center has yet to merge
social media, engagement and testimonial marketing to demonstrate excellence
in the“real world.” The Career Center succeeds in using Facebook in advertising
jobs, internships and professional development opportunities for students, but
fails to use social to communicate students’firsthand internship perspectives.
Since the Career Center is not leveraging this opportunity to market students
directly, Spokane-area employers struggle to find academically diverse, good-fit
interns and long-term employees.
Thus, the campaign uses the same“why,”but uses different communication
tactics that foster“show, don’t tell.”Gonzaga’s known for its people ; let’s
give people the chance to hear from them.
Build Student
Brand Equity
Innovatively.
Guarentee
Engagement
with Rich
Content
Diversify
Newsfeeds.
Cut the
Clutter.
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8. GONZAGA STUDENT COMMUNITY
AUDIENCE
Reaching and
building this audience
is extremely feasible.
Approximately 35-40
percent of current fans
are current Gonzaga
University students
(filtered in the 18-24
demographic; filtered
by city for Spokane)
according to
Facebook Insights.
Since a featured
student will be tagged
in each photo,
building our
student audience will
be simple. The current
Page administrator has
experimented with
doing this
before, yielding
65-75 percent higher
reach and 20x higher engagement compared to average Post Reach and
average Post Engagement, respectively.
Get over here!
It’s Sara and Lauren in
my Newsfeed!
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9. AUDIENCE
SPOKANE EMPLOYERS
Reaching this audience will prove less ease, but it’s manageable, and free.
44-percent of our fans are in the 25-44 age demographic, and an
estimated 15-20 percent of those people are in Spokane. Facebook Insights,
while powerful, provides limited demographic drill-down functionality. Certain
Insights attributes (e.g. city) are not reliable, since reports rely on what city the
user selects as current, rather than IP address.
I have (as of yesterday) gained administrative privileges to the Page. After
getting a couple pilot posts together for the campaign, I will be able to more
closely track the changes in followership and engagement from Spokane
employers.
Whether there is a lack of interaction from this audience or not, I have been
building a working relationship with our Alumni Relations Director, who fully
supports the project. We are currently discussing ways to drive followership (e.g.
targeted posts, mention of the campaign’s goals in alumni newsletter, etc.).
18-24 25-34 35-44
48%
36%
8%
Other
8%
Age Distribution of Followers
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10. MEASUREMENT
CURRENT METRICS
GOALS
20% growth in student followership by April
15% growth in Spokane employer followership by April
15% growth in each engagement category
Total Page Likes: 2,542
Average Post Reach: 144
Average Engagement: 4.7 Users
(Metrics exported from Facebook Insights: 09/01/2014 - 12/17/2014)
Not to downplay the Career Center or Gonzaga, but these numbers are just sad.
Based on my audit of the Page’s Facebook Insights, these numbers demonstrate
that we need to be integrating greater relevancy in our content (e.g. tags in
photos, video), which this campaign provides a prime solution for.
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11. Activity from
Critics
Collectors
Conversationalists
MEASURING THE FUTURE
I am launching pilot posts in the last week of
December, which will give me information for
how I will need to time future posts to best
accommodate both audiences I am targeting.
Findings will also guide the tactics I use to
interview students, their photos I use, and the
presentation of a post itself.
After pre-testing with pilot posts, Facebook Insights reports will be gathered
each week, sent to the Career Center’s data specialist, and analyzed within two
weeks following the export. Although I will be conducting my own analyses, we
will meet every two weeks to collaboratively discuss respective findings.
Since students will have the highest level of involvement, I am expecting them
to be most likely to share and comment. Employers are more likely to be
Spectators.
MEASUREMENT
FollowershipE n g a g e m e n t
Post Clicks
Post Likes
Online +
Offline
WOM
Shares
Comments
Activity from
Spectators
Page
Likes
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12. IMPROVEMENT
Continuous improvement in the short-term is achievable through:
1. Getting feedback from the Career Center’s data specialist,
who will provide additional perspective in the analyses of
Facebook Insights reports.
2. Measurement. Measurement. Measurement.
Closely monitoring both engagement and followership is
absolutely necessary in ensuring continuous improvement in
building relationships with Spokane employers.
3. Community Management. Listening and responding to our audience is also
crucial throughout execution. If people are talking to us, it is important we are
responding within 24 hours, especially to our Spokane employers. Their
followership is more valuable in the short term.
SHORT-TERM
LONG-TERM
Continuous improvement in the long-term is achievable through:
1. Communicating perceived strengths and weaknesses of
the campaign to Career Center leadership for strategic
insight.
2. Leaving the Career Center upon graduation in May 2015
with suggestions for new campaigns that can be used to
maintain--and possibly diversify--digital brand equity.
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13. SUMMARY
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HOW WILL I USE EXPERIENCE FROM THIS PROJECT ONE
YEAR IN THE FUTURE?
That’s a great question, Ed.
Wow. One year in the future feels so far away.
I think this question will be easier to answer once I have a job.
* Laughs*
I suppose the work environment I’m in shouldn’t define how I use the experience.
Regardless of the what agency I wind up at, I will remember from this experience
that I am capable of taking an idea from my brain and translating it into a
solution aimed to impact the lives of others.
Whether or not this campaign is a successful solution, what I hope to use one
year in the future is the ability to represent a brand’s voice in a way that
pushes me outside my comfort zone. I am not an entrepreneur--I can work on
a lot of projects at once, but am most successful when these projects are unified
with a brand that is external from my own brand. With this project, I was able
to represent the partnered brand of the Career Center and Gonzaga University,
which was the only thing that kept me from scrapping the idea
altogether. What has been uncomfortable for me in this project is the solution,
which is probably why I haven’t actually posted anything yet. Needless to say,
I have interviews scheduled with students for the first week of January--and
with each story as an individual representation of this brand, I know I’ll have the
means to keep me moving.
In summation, I will use this experience one year from now to push myself--
regardless of the environment--to consistently seek challenges where I can see a
strong brand in everything I do.
