Nicolas Bayle Jason Bodewitz Seokho Seo Campaign Summary Faces Places and Aces campaign targets prospective students and partners at different points in the applicationdecision processes ID: 427410
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Tuck Faces, Places, and Aces Social Media Campaign
Nicolas Bayle, Jason Bodewitz, Seok-ho SeoSlide2
Campaign Summary
“Faces, Places, and Aces” campaign targets prospective students and partners at different points in the application/decision processes
Not yet applied; Applied; Accepted and deciding
Uses Twitter and Facebook platforms, as well as Instagram and Pinterest
Near-term goal of improving engagement with prospective community
Long-term goal of improving brand awareness through virtual coverageSlide3
Tuck Faces (Tuck Stuff)
Intent is to grow brand awareness of and engagement with Tuck among high quality current and potential candidates
Leverage networked connections (secondary and tertiary levels) among existing networks
Near-term goal: increase click-throughs on Tuck SM networks
Twitter following base growth a valuable asset
Support Tuck’s current efforts to grow brand awareness in geographically underrepresented areas (relative to other top programs) through non-conventional means
Virtualizing awareness methods may mitigate risks of not increasing class size on overall rankings.Slide4
Tuck Faces (cont.)
Subjects: Tuckies (past or present) showcasing Tuck logo on apparel, equipment, etc. in interesting locations
Primary platform: Twitter
Non-exclusive platform; better connection with potential market not currently engaging with Tuck
Effectively leverage “Follower” bases and “Retweet” function
Continuous, bi-weekly engagements
Heavier engagement through summer months and critical periods where applicants (esp. international) are making early application considerations (i.e. what schools to apply to)Slide5
Tuck Faces (cont.)
Examples:
“Call out for a Tuck travel montage: how many places has your Tuck stuff been? Show us…”
“Have you ever worn your “Tuck” shirt and somebody thought it said something else?”
“We like seeing you’re Tuck stuff going through airport security ”Slide6
Tuck Places
Intent is to target individuals already engaged in conversation with Tuck, prior discourse
Trying to solidify existing markets (i.e. applicants & partners, decision makers), make more aware of Tuck’s local offerings.
Not trying to grow brand awareness and extend into new markets
Diversity of offerings from Tuck students and partners should assuage concerns that “there’s nothing to do”
Conversation with one current Ross student whose wife wouldn’t even let him apply; she was Colombian and held unfounded but common assumptions about partners’ lives at TuckSlide7
Tuck Places (cont.)
Subjects: locations (i.e. restaurants, hangouts), nearby cities, seasonal events, community driven engagements
Primary platform: Facebook
Secondary platform: Instagram, Pinterest
Not trying to grow brand awareness in new markets; trying to solidify existing markets and make more aware of Tuck’s local offerings
Continuous, bi-weekly engagements
Heavier engagement 1 ½ months from app. deadline, near ASW, and deposit decision deadlines Slide8
Tuck Places (cont.)
Examples:
“Show us a picture of your favorite restaurant in Hanover”
“What color are the leaves in your backyard? The most liked picture will become Tuck’s new FB wallpaper”
“Did anybody else check out Dartmouth’s ice sculpture competition?”
“Tuckies taking over Montreal”Slide9
Tuck Aces
Intent is to grow brand awareness of and engagement with Tuck through networked connections (secondary and tertiary levels)
Increasing engagement and awareness among high quality current and potential candidates
Goal: increase application
High light the lifelong network and accessibility of alumni and faculty at Tuck
Subjects: ask a featured alumni or faculty anything
Primary platform: Facebook
Continuous, monthly engagementsSlide10
Tuck Aces (cont.)
Execution
Announcement of program: program instructions
“Every month, we will feature one Tuck Ace (a distinguished alumni or faculty member of Tuck) to answer any question. You will be able to post your questions on the comment section. The question with most likes will be answered by the #TuckAces”
1st Post: Introduce person & set due date
Short profile and picture of target and set voting time frame: “This month we will feature T’XX John Doe, CEO of Doe Corporation. Please post and vote on questions by January 30, 2014”
2nd Post: Announce winning question
“Thank you Tuck community. John Doe will answer Jane Doe’s question that had 200 likes “What do you do in your spare time”
3rd Post: Answer by Tuck Ace
“I like to shovel snow out of my drive way. It build character and keeps me fit” – @John Doe #TuckAces