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Visit The Village!
             The Village at Slippery Rock
               Social Media Campaign



Timothy Emery, Kristopher Nolt, Jennifer Simpson,
         Casey Vecchio, Emily Watson
The Village at Slippery Rock

Mixture of Urban and
Rural
Mix of college town and
small town
Slippery Rock
Restoration Project
Slippery Rock Business
Association
Existing Website
NO SOCIAL MEDIA
PRESENCE
Current Trends In Small Town
                Social Media
Shrinking Budgets
Emergency
Communication
Event Promotion
Demographic
Marketing
Business
Promotion/Job Posting
Campaign Branding




Mixture of Traditional and Modern
Unique Logo
Color Scheme
Meaning
Pre-Launch Research

Case Study Research
− SWOT Analysis
Goals and Objectives
Timeline Development
Target Audience/Market
Research
Staffing
Prioritization
Characteristics
− Social Media Hub
− MyWix Page
− Page Likes
Long Term Uses
−   Event Announcements
−   Photo/Video Sharing
−   Emergency Alerts
−   Advertising
Short Term Strategies
− Scavenger Hunt
− Business Month
Village At Slippery Rock Social Media Campaign
Characteristics
− Following
− Hashtag Creation
Long Term Uses
− Event Announcements
− Achievement
  Announcements
− Sporting
  Announcements
− Emergency Alerts
Short Term Strategies
− Retweet Contest
− Friday Follower Frenzy
Village At Slippery Rock Social Media Campaign
Characteristics
− Subscriptions
Long Term Uses
− Commercials
− What’s Happening at the
  Village
− Monthly To-Dos
− Village Sports Recap
Short Term Strategies
− Commercial Contest
− Business Month
Characteristics
− Creating official place
Long Term Uses
− Official Check In
Short Term Strategies
− Mayorship Contest
− Business Discount
Characteristics
− Group
Long Term Uses
− Discussions
− Job Posting
− Promotion Posting
Mobile Technology

Long Term Uses
− Emergency Alerts
− QR Codes
− Business Special Texts
Short Term Campaigns
− Local Charity Text
  Donation
Target Audiences

18-25 year old
− Why Social Media
Businesses
− Why Social Media
Short Term Goals and Objectives

Short Term Goals
− To reach current citizens through social media
− To receive support by local business in social media efforts
− To inform individuals aged 18-25 of the benefits of living in
  Slippery Rock
Short Term Objectives
− To total 500 connections (likes, follows, etc.) through our social
  media platforms in the during campaign length.
− Acquire 15 local businesses support of promotional activities
  through donations, sponsorships etc. during campaign length.
− Increase late night business traffic at local businesses by 25%
  during campaign length.
− Have a 50% interaction rate in posts/tweets about benefits of
  community.
Long Term Goals and Objectives

Long Term Goals
− To increase web and social media traffic by individuals outside
  of the Slippery Rock Area.
− Increase the residency of individuals ages 18-25
− To increase business traffic in the Village at Slippery Rock.
Long Term Objectives
− Increase outside social media interaction/traffic by 50% during
  campaign length.
− Increase outside website traffic by 50% during campaign length.
− To increase residency of local apartments by 10% during
  campaign length.
− To have 5 companies apply for building permits by the end of
  the campaign.
Maintaining a Social Media
    Presence
Social Media Director
− Job Description
− Job Responsibilities
− Job Qualifications
Social Media Interns
− Job Description
− Job Responsibilities
− Job Qualifications
Campaign Integration

Out with the old, in with
the new
New marketing,
community relations
and communications
Two way links
Timeline

4 months
Pre Campaign
− Market Research
− Website Development
− Social media tools
  design and
  development
Campaign Launch
− Staggered launches
− Themed months
− Planning next campaign
Post Campaign
− Completion of Metrics
  Report
Metrics/ROI

Metrics                   Metrics/ROI Tools
−   Facebook              − Google Analytics
−   Twitter               − Facebook Analytics
−   YouTube               − YouTube Analytics
−   Foursquare            − Schmap/Twitter Map
−   LinkedIn              − LinkedIn Demographics
−   Mobile Technologies     Tools
ROI                       − EZ Texting
− Increased revenue
− Decreased Advertising
  Costs
− Increased Business
  Permits
− Customer Satisfaction
Conclusion

Branding
Goals
Target Market
Tools
Metrics/ROI
References
Amy loves Mike. (2011). The Village At Slippery Rock. Retrieved December 5, 2011, from
                   http://www.slipperyrockpa.org/home/amy-loves-mike
Davis, B. (2011, September 8). Towns turning to social media to get word out. Independent. Retrieved December 5, 2011, from
                   http://ind.gmnews.com/news/2011-09-08/Front_Page/Towns_turning_to_social_media_to_get_word_out.html
Facebook Statistics, Stats & Facts For 2011. (2011, January 18). Digital Buzz. Retrieved December 10, 2011, from http://
                   www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/
Hibbard, C. (2010, May 13). How Social Media Saved Lake Arrowhead When City Ad Budgets Ran Dry. Social Media            Examiner. Retrieved
                   December 5, 2011, from http://www.socialmediaexaminer.com/how-social-media-saved-lake-arrowhead-when-city-ad-budgets-
                   ran-dry/
Macale, S. (2011, October 8). 98% of online US adults aged 18-24 use social media. The Next Web. Retrieved December 10, 2011, from
                   http://thenextweb.com/socialmedia/2011/10/08/98-of-online-us-adults-aged-18-24-use-social-media/
Mission Statement. (2010). SRBA. Retrieved December 5, 2011, from
                   http://www.goslipperyrock.com/index.php?option=com_content&view=article&id=19&Itemid=18
Sherman, A. (2010, December 16). 5 Ways Cities Are Using Social Media to Reverse Economic Downturn. Mashable. Retrieved December 5,
                   2011, from http://mashable.com/2010/12/16/cities-social-media-recession/
Slippery Rock Revitalization. (2011). The Village At Slippery Rock. Retrieved December 5, 2011, from
                   http://www.slipperyrockpa.org/slippery-rock-development/slippery-rock-revitilization
Taiji, R. (n.d.). 8 Tips for Small Towns Using Facebook for Social Media Marketing. Place Brand. Retrieved December 5, 2011, from
                   http://www.placebrand.ca/8-tips-small-towns-using-facebook-social-media-marketing
Town of Markham – DIY Markham Social Media Campaign. (n.d.). Delvinia. Retrieved December 5, 2011, from
                   http://www.delvinia.com/work/diy-markham-social-media-campaign/
The Town Known 'Round The World. (2011). The Village At Slippery Rock. Retrieved December 5, 2011, from
                   http://slipperyrockpa.org

Images courtesy of Google Images.
Any Questions?

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Village At Slippery Rock Social Media Campaign

  • 1. Visit The Village! The Village at Slippery Rock Social Media Campaign Timothy Emery, Kristopher Nolt, Jennifer Simpson, Casey Vecchio, Emily Watson
  • 2. The Village at Slippery Rock Mixture of Urban and Rural Mix of college town and small town Slippery Rock Restoration Project Slippery Rock Business Association Existing Website NO SOCIAL MEDIA PRESENCE
  • 3. Current Trends In Small Town Social Media Shrinking Budgets Emergency Communication Event Promotion Demographic Marketing Business Promotion/Job Posting
  • 4. Campaign Branding Mixture of Traditional and Modern Unique Logo Color Scheme Meaning
  • 5. Pre-Launch Research Case Study Research − SWOT Analysis Goals and Objectives Timeline Development Target Audience/Market Research Staffing Prioritization
  • 6. Characteristics − Social Media Hub − MyWix Page − Page Likes Long Term Uses − Event Announcements − Photo/Video Sharing − Emergency Alerts − Advertising Short Term Strategies − Scavenger Hunt − Business Month
  • 8. Characteristics − Following − Hashtag Creation Long Term Uses − Event Announcements − Achievement Announcements − Sporting Announcements − Emergency Alerts Short Term Strategies − Retweet Contest − Friday Follower Frenzy
  • 10. Characteristics − Subscriptions Long Term Uses − Commercials − What’s Happening at the Village − Monthly To-Dos − Village Sports Recap Short Term Strategies − Commercial Contest − Business Month
  • 11. Characteristics − Creating official place Long Term Uses − Official Check In Short Term Strategies − Mayorship Contest − Business Discount
  • 12. Characteristics − Group Long Term Uses − Discussions − Job Posting − Promotion Posting
  • 13. Mobile Technology Long Term Uses − Emergency Alerts − QR Codes − Business Special Texts Short Term Campaigns − Local Charity Text Donation
  • 14. Target Audiences 18-25 year old − Why Social Media Businesses − Why Social Media
  • 15. Short Term Goals and Objectives Short Term Goals − To reach current citizens through social media − To receive support by local business in social media efforts − To inform individuals aged 18-25 of the benefits of living in Slippery Rock Short Term Objectives − To total 500 connections (likes, follows, etc.) through our social media platforms in the during campaign length. − Acquire 15 local businesses support of promotional activities through donations, sponsorships etc. during campaign length. − Increase late night business traffic at local businesses by 25% during campaign length. − Have a 50% interaction rate in posts/tweets about benefits of community.
  • 16. Long Term Goals and Objectives Long Term Goals − To increase web and social media traffic by individuals outside of the Slippery Rock Area. − Increase the residency of individuals ages 18-25 − To increase business traffic in the Village at Slippery Rock. Long Term Objectives − Increase outside social media interaction/traffic by 50% during campaign length. − Increase outside website traffic by 50% during campaign length. − To increase residency of local apartments by 10% during campaign length. − To have 5 companies apply for building permits by the end of the campaign.
  • 17. Maintaining a Social Media Presence Social Media Director − Job Description − Job Responsibilities − Job Qualifications Social Media Interns − Job Description − Job Responsibilities − Job Qualifications
  • 18. Campaign Integration Out with the old, in with the new New marketing, community relations and communications Two way links
  • 19. Timeline 4 months Pre Campaign − Market Research − Website Development − Social media tools design and development Campaign Launch − Staggered launches − Themed months − Planning next campaign Post Campaign − Completion of Metrics Report
  • 20. Metrics/ROI Metrics Metrics/ROI Tools − Facebook − Google Analytics − Twitter − Facebook Analytics − YouTube − YouTube Analytics − Foursquare − Schmap/Twitter Map − LinkedIn − LinkedIn Demographics − Mobile Technologies Tools ROI − EZ Texting − Increased revenue − Decreased Advertising Costs − Increased Business Permits − Customer Satisfaction
  • 22. References Amy loves Mike. (2011). The Village At Slippery Rock. Retrieved December 5, 2011, from http://www.slipperyrockpa.org/home/amy-loves-mike Davis, B. (2011, September 8). Towns turning to social media to get word out. Independent. Retrieved December 5, 2011, from http://ind.gmnews.com/news/2011-09-08/Front_Page/Towns_turning_to_social_media_to_get_word_out.html Facebook Statistics, Stats & Facts For 2011. (2011, January 18). Digital Buzz. Retrieved December 10, 2011, from http:// www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/ Hibbard, C. (2010, May 13). How Social Media Saved Lake Arrowhead When City Ad Budgets Ran Dry. Social Media Examiner. Retrieved December 5, 2011, from http://www.socialmediaexaminer.com/how-social-media-saved-lake-arrowhead-when-city-ad-budgets- ran-dry/ Macale, S. (2011, October 8). 98% of online US adults aged 18-24 use social media. The Next Web. Retrieved December 10, 2011, from http://thenextweb.com/socialmedia/2011/10/08/98-of-online-us-adults-aged-18-24-use-social-media/ Mission Statement. (2010). SRBA. Retrieved December 5, 2011, from http://www.goslipperyrock.com/index.php?option=com_content&view=article&id=19&Itemid=18 Sherman, A. (2010, December 16). 5 Ways Cities Are Using Social Media to Reverse Economic Downturn. Mashable. Retrieved December 5, 2011, from http://mashable.com/2010/12/16/cities-social-media-recession/ Slippery Rock Revitalization. (2011). The Village At Slippery Rock. Retrieved December 5, 2011, from http://www.slipperyrockpa.org/slippery-rock-development/slippery-rock-revitilization Taiji, R. (n.d.). 8 Tips for Small Towns Using Facebook for Social Media Marketing. Place Brand. Retrieved December 5, 2011, from http://www.placebrand.ca/8-tips-small-towns-using-facebook-social-media-marketing Town of Markham – DIY Markham Social Media Campaign. (n.d.). Delvinia. Retrieved December 5, 2011, from http://www.delvinia.com/work/diy-markham-social-media-campaign/ The Town Known 'Round The World. (2011). The Village At Slippery Rock. Retrieved December 5, 2011, from http://slipperyrockpa.org Images courtesy of Google Images.