braddock's battlefield history center: how to raise awareness among college students using...

Braddock’s Battlefield History Center Final ProjectCaroline Fagan

Target Audience: College Students

Group that is obviously present on Braddock’s social media (adults 55+) is less active than the average adult

Focus on a younger audience that is active on social media already

Educated young adults in the Pittsburgh area

Social Technographics Profile

Strategy 1: Shorten Social Media Posts and Make them More Visually Appealing Spectators make up 89% of target

Younger people are more easily distracted when reading long posts

Likely to skip right over anything that doesn’t catch their eye at first glance

Shorten Posts and Make them Visually Appealing

Col. George Washington rode back and forth during the battle delivering orders for General Edward Braddock, the commander-in-chief of British forces in America. General Braddock was trying to get his soldiers into a formation typical of European warfare, which tragically made them an open target for the French and Indians who were firing from behind trees. Eventually, Braddock was killed and every officer on horseback was shot, except Washington. Washington carried Braddock from the field.

Shorten Posts and Make them Visually Appealing

All of General Braddock’s British forces were killed in the Battle of the Monongahela by the French and Indians except George Washington, the last man standing!

Timing

Post content when it will be seen- Most college students visit social media sites during week days between classes and during meal times

Create a calendar to post consistently

Strategy 2: Look Back at Social Media Campaigns that Went ViralThe groundswell allows us to look back to

social media campaigns that were successful in the past

ALS Ice Bucket Challenge raised $115 million and reached every corner of social media

Strategy 2: #PittsburghSelfieChallenge #BBHC

Challenge students to get out and explore the city and post their Pittsburgh selfie to social media using the hashtags

Use website and social media to align Braddock’s Battlefield History Center with local events that students would be interested in (For example: Art All Night in April and Light Up Night in November)

Give students a guide to the city and the neighborhoods so they can safely explore Pittsburgh

Strategy 3: Give Social Media and Website a Facelift

Too many words

Add pictures that bring the physical space to cyberspace (replace pictures of old men with ones of college students)

Integrate Facebook page with website (add a Facebook button at the top and use the same pictures on both sites)

Add color and change font

Strategy 3: Make a Blog Integrated with Website and Social Media

Currently Facebook posts are jumbled and repetitive

Create content rather than posting articles by others

Gives control over what content looks like

Makes Braddock’s more searchable

Posts on Facebook should be snippets of blog posts with a link for readers to learn more