bsu journalism workshops social media strategy
TRANSCRIPT
BSU JOURNALISM WORKSHOPSSocial Media CampaignMegan McNames
BSU JOURNALISM WORKSHOPS IS:Week-long workshops in new media and traditional journalism
For high school students
Taught by the best high school teachers, college professors and one really, really cool social media startup guy
Using technology other schools wish they had
PROBLEMStudents and their parents don’t know about BSU Journalism Workshops unless their school/teachers tell them.
GOALIncrease site traffic by 2,000 visitors by July 2013.
STRATEGY?
SOLUTION?
GOAL TO STRATEGY
How can we increase site traffic?
v
vBRANDWho is the current audience?How do they find BSUJW?How does BSUJW currently communicate?
COMPETITORSWho are BSUJW’s competitors?Who is visiting their sites?How are they communicating?
CONSUMERWho is shopping for educational opportunities?
How do people decide on a workshop?When?
What are people looking for?
QUESTIONS TO ASK
BRAND AUDIENCE
bb18-24years old
The average age of a BSUJW student is 17.2. Facebook shows 18+ because students like the page then turn 18 in the next few months.
**
BRAND AUDIENCEAccording to a 2009 study we conducted, the BSUJW audience is involved in high school journalism, but about half of stu-dents do not go on to major in it.
bbFROM
IND.
HOW THEY FIND US
of workshop students send their registrations in with others from their school.
34 percent receive funding from their school.
47%47%
HOW THEY FIND US
bbsearch
bbsocial
HOW THEY FIND US
bbbyname
HOW WE COMMUNICATEWEBSITE
CAMP RECAP
WEBSITE
FACEBOOK PAGE
POSTCARDTOTEACHERS
COMPETITORS
MIPA
HSJI
Band camp, cheerleading camp, etc.
MIPA
HSJI
Band camp, cheerleading camp, etc.
WHO VISITS THEM?
bb18-24years old
bb1,000in June
WHO VISITS THEM?
bb18-24years old
bb2,500in March
HOW THEY COMMUNICATE
Websites
Mailers
Blogs
CONSUMER
Google Trends:“Journalism Camp”
CONSUMER16-18 years old High School JournalistAccording to 2011 Pew Research on high school students:Google Trends:
“Journalism Camp”
CONSUMER
59%59%who use social media have only one social media account.
Not quite the digital natives we might think...
CONSUMERThey use HSJ.org for resources. HSJ.org demographics give us insight:
CONSUMERJournalism students are COLLEGE BOUND
CONSUMERWhat they say about educational camps:
THEY GAIN SKILLS
THEY CREATE LIFELONG MEMORIES
CONSUMER
THEY MAKE FRIENDS & NETWORK
THE BUYERIS PROBABLY MOM
If it’s not the school (34% of students re-ceive some funding from their school).These demographics for collegeboard.com tell us a bit about who is really looking at high school kids’ futures...
The 2009 study from the American Camp Association shows the income level of families sending kids to camp:
bbmiddle in come
SHE’S GOT SOME $
THE DECISIONThe 2009 study from the American Camp Association includes camp director’s perspectives on enrollment effects:
WHEN THEY’RE LOOKING
BSU
JW
H
SJI
Goo
gleb b
Febto
July
WHEN THEY’RE BUYING
bblast
minute
BRAND• 16-18 w/35-44 y/o parents• Involved in Journ• Not necessarily majoring in it• Find us through school, online• We communicate through a website, mailers (passive)
COMPETITORS• MIPA/HSJI• Getting Peak 1,500 visitors/ month• Same audience• Using websites/mailers
CONSUMER• 16-18 w/35-44 y/o parents• Parents are well-educated• Parents are middle income
• Researching Feb-July, buying last minute• Decide by cost/benefit to student
REVIEW
STRATEGY
PublicationsResume &Social life.
DDAA
Position BSUJW as an academic opportunity that helps high school students build their
cc
IDEA
OVERACHIEVE!
WHAT IS THATA campaign geared toward high school publication advisers, students and their parents.
Create a website for participa-
tory story telling (it’s what these
kids do) about how journalism
and camp have improved their
publications, resumes and social
life, making them proud over-
achievers.
COMM FRAMEWORKCurrent Behavior16-18 y/o student media
Desired Responsesign up for workshops
• Facebook • Twitter • Asking Friends • Teacher reccomendations
AWARENESS RESEARCHING BUYING MOMENT
MEDIA MEDIA MEDIA
MED
IA
CR
EATI
VE
Why journalism educa-tion matters (builds skills, resume, college prep)
SocialParticipatory storytell-ing (students share their stories)
Turn contributions from students and data into content for informa-tional websites and social, SHOW journ students do better!
SocialParticipatory storytell-ing (students share their stories)
Emphasize low cost
Standard banners