Public Relations PlanJuly 1, 2015

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Mission StatementTexas A&M University- San Antonio’s President Matson is committed to

provide, present, and engage the public through social media. President Matson is committed to developing both her brand personally as well as elevating the school’s current social media sites. Texas A&M University – San Antonio is an institution that takes pride in being located in the historical downtown San Antonio for a diversity of audiences.

Submitted by:

Kendra Wilkerson, Michael Peters, Emily Rodriguez, Courtney Kaiser

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VisionTo increase the brand awareness of social media accounts that belong to Dr.

Matson, the president of Texas A&M University - San Antonio by building and connecting current and prospective students to an active online community.

Table of ContentsSituation Analysis Pg. 3

SWOT Analysis Pg. 4

Target Audience Pg. 4

Field Research Pg. 5

Competitive Analysis Pgs. 6-8

Planning Pg. 8

Objectives, Strategies, & Tactics Pgs. 9-12

Timeline Pgs. 12-13

Evaluation Pg. 13

Situation AnalysisDr. Cynthia Matson, the second president of Texas A&M University - San

Antonio, is currently a user of Twitter, Facebook and Instagram. At her previous institution, Fresno State University, she was actively engaging with students, faculty and staff in an online community.  When Dr. Matson began her new position at TAMUSA on January 12, 2015, she discovered that previous president, Dr. Maria Hernandez Ferrier, was not active on social media, and that the campus community lacked a strong social media infrastructure.

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In Figure 1, you will find the social media accounts of the president of TAMUSA and the university’s official social media accounts.  Although TAMUSA is not our official client, it is included here because prior to Dr. Matson’s presidency these accounts were the only social media accounts officially associated with the university.

Figure 1. *Current as of June 29, 2015

Social Media Account Followers Following Posts

Twitter: @cmatson64 530 242 1,565

Twitter: TAMUSanAntonio 2,534 516 2,042

Instagram: @prezmatson 64 41 24

Instagram: TAMUSanAntonio 81 21 20

SWOT Analysis 

Strengths Weaknesses• Connection- to students, staff, and community• Involvement- showcase philanthropy of President Matson• Texas A&M University- San Antonio is a part of reputable TAMU family already established on social media• Visuals- Appealing and professional photos throughout sites• Completed biography• Re-tweets indicate that she is viewing and acknowledging student involvement

• Limited Human Resources to assist in social media• Lack of advertising to increase online engagement• Lack of university branding online• Public Facebook account that is empty• Narrow target audience• Inconsistencies with use of hashtags create a lack of grouping and unity to university

Opportunities Threats• Job opportunities/internships for a social media position/team• Rebranding – Creating cohesive handles

• Lack of diversity in applicants based on current portrayal on social media• Inconsistency- Gaps in interaction

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for all accounts• Active Instagram• Utilizing the 140 characters to create stronger relationships and better engagements• Hashtag Dictionary – a dictionary of preset hashtags used to group subjects

could cause a loss in followers• Negative feedback and commentary• Area universities have social media

teams put in place to help control communication and messages

Target AudiencePrimary Audience

New Studentso Incomingo Prospective

Secondary Audience Current Students

Tertiary Audience Alumni

Field ResearchMeeting with President Matson regarding current situation and goals   6-15-2015

Hopes to build a brand for herself on social media that will elevate the university

Currently has a Twitter, Instagram, and Facebook account (Facebook public site empty / wants personal site separate)

Would consider a change to create unity in her handles, but is opposed to a new Twitter account

Would like to see more of an incorporation of our mascot throughout branding No current social media team in place, hopes to control her pages on her own

as much as possible. Hire as time and situation permits. Uses Hootsuite to group social media accounts, does not want same

message throughout sites Not comfortable in using Instagram, may need additional training Likes the social media accounts that Arizona State University and Dillard

University have as well as Dr. Ono’s ability to interact and engage students Puts a focus on the Latino community and incorporates that into postings

(wants to be diverse, but not lose that special focus)

Informal interview with 6 prospective students on campus tour       06-24-2015

Aged 13-15, live in surrounding area 5/6 were on Instagram 3/6 were on Twitter

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1/6 were on Facebook Location – Appealing for students who can’t afford to leave home Cost – Their parents told them it was cheaper and they could live at home Sports – How much longer until they will be on campus? Size – It doesn’t seem like “anybody comes here,” no visuals of student

involvement Activities – Are there plenty of groups to join and sorority/fraternities on campus? Transportation – Are there any buses that are reserved for students going back

and forth? Technology – There are a lot of big computers and things in classrooms that

seem high-tech

Informal interview with 4 alumni students                               06/28/2015 Received decal for automobile stating “Alumni” No email from career services checking in on post-graduation job questions No alumni group information

No contact information for anyone in an alumni position Haven’t been reached out about any type of donations Did receive a congratulatory email from graduation services

*Please see additional research completed to support strategies and tactics inserted here.**

Competitive Analysis *Current as of June 29, 2015

President Cynthia TenienteMatson Texas A&M University San AntonioFacebook: @prezmatson 0 Likes 0 PostsTwitter: @cmatson64 530 Followers 1,565 Posts 475 FavoritesInstagram: @prezmatson 64 Followers 24 Posts

Of all the social media platforms that President Matson has a presence on, Twitter is her strongest outreach strategy. Posting consistently a couple of times a day, Matson frequently interacts with her followers through replies and retweets. Her posts are a mix of university events, photos of student interactions and current events regarding city leaders. Though her posts are friendly, Matson should strive to post a photo or visual element with each of her Tweets and use appropriate hashtags to expand her audience. Matson’s Instagram account is inconsistent, days or weeks pass in between posted photos. The photos consist of Matson out in the community or with university staff and students.

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University of the Incarnate WordFacebook: @uiwcardinals 13,496 likesTwitter: @uiwcardinals 5,163 followers 7,738 posts 5,847 favoritesInstagram: @uiwcardinals 253 posts 2,223 followers Posts typically 13 times per week; occasionally goes one full week without posting.

The University of the Incarnate Word social media profiles are largely similar in what they post, with marginal differences among them. UIW remains fairly active across all three of their accounts with Instagram being the most infrequent. While Instagram is features the most infrequent amount of posting, it does feature a lot of reposts of UIW students taking photos around campus. The UIW Twitter profile focuses on campus scenery and opportunities available to students on campus. UIW also appears to place a high priority on outreach to potential incoming students. They are frequently seen interacting with students who have recently declared that they will attend UIW. UIW also has a uniform hashtag listed in its bio for students to use, although UIW seems to use other school related hashtags more frequently.

President Tom Mengler St. Mary’s UniversityFacebook: N/A Mengler does not have a personal Facebook University Facebook page has more than 16,000 likes and 67,000 checkins. They have 4.6 out of 5.0 stars in a total of 301 reviewsTwitter: @St.MUpres13 313 Followers 138 Tweets 55 Favorites #RattlerPride school hashtagInstagram: N/A

President Mengler joined Twitter in August of 2013 for the sole purpose of connecting with Rattlers and introduced school hashtag #RattlerPride in first tweet. Mengler posts inconsistently; some days he posts several times a day throughout the day, then skips days or weeks. Mengler’s account incorporates personal moments with his family, and several pictures demonstrating his involvement in the community. His past few tweets have covered a wide spectrum including foreign exchange, sports, graduation, community fundraiser, scholarships, and a blog.

President Ricardo Romo University of Texas at San AntonioFacebook: Public Figure Page 236 Likes

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Has not posted since March 1, 2013Twitter: @UTSAPresOffice Run community manager and marketing department -146 followers 62 TweetsInstagram: @utsapresidentromo Run by Romo 1,682 followers 370 posts

After contacting presidents Romo’s office, it was learned that Romo does not operate his this twitter account. The account is operated by an online community manager on his office staff in conjunction with the university's marketing director. His Twitter feed consists of tweets and retweets from other twitter accounts such as members of the UTSA faculty, other UTSA offices and organizations. Romo’s Instagram account consists of well done curated photos of university life, Romo’s daytoday activities and important guests of the university. His Facebook public figure page is largely ignored.

Our Lady of the Lake UniversityFacebook: @OurLadyoftheLakeUniversity 3,669 likes 463 checkins 4.7 of 5 stars from 110 reviewsTwitter: @OLLUnivSATX 3,178 followers 2,628 tweets 49 favoritesInstagram: N/A

Outgoing President Jane Ann Slater does not have any social media profiles, while incoming President Diane Melby has a private Facebook account and an inactive Twitter profile (Melby’s last tweet was from September). Our Lady of the Lake University’s Twitter account is fairly active. Their posts are mostly text based and devoid of hashtag use. OLLU has posted only two photos and one video since January. The layout of their profile is also weird because some of the links, words and hashtags are a shade of gray which does not show up very well on the white background. OLLU features very little interaction with other Twitter accounts.

Planning

Budget

Printed Material $3,000o Orientation booklet                                          

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Posterso 4-5 per campus with social media handles and hashtag dictionary

Bannerso For booths during orientation

Social Media                                           $2,000 (Extra for overflow)

Social Media Student Worker $8.00 per/hr for 10 hours weekly = $1280.00 per full semester

Photographer/Videographer Student Worker– 40 hours per semester at $12.00

Merchandise

Logo Merchandise for give-a-ways $500.00 Bookstore Vouchers $150 x 4 = $600.00

Objectives, Strategies, & Tactics Strategy: Increase brand awareness of social media accounts.

Tactics:

Create consistent social media handles Curate Instagram with visually engaging images Designate a community manager to operate social media pages. This person

would be responsible for ensuring that all of the images are up-to-date and consistent from account to account.

Create an official TAMUSA hashtag that will be stored in Dr. Matson’s bio.

Strategy:  Increase followers on social media platforms 30% by becoming the go-to source for campus related events for new and prospective students

Tactics:

Record video orientation videos to be played on a loop around campus promoting President Matson’s social media accounts and semester or yearly goals.o To advance her “digital open door policy,” Matson should partner with

university recruiting and enrollment services to film several short orientation videos to be shown on a loop on televisions across each campus. The videos will consist of a welcome from the president, Matson’s plans for the year or semester, a notification of available resources, promotion of her social media and promotion of her open door policy.

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Create a living hashtag dictionary as a resource for students who wish to post about the campus.

o As a cross between Urban Dictionary and Webster's Dictionary the living hashtag dictionary, to be located on the school’s website, will serve as a guide for students who wish to post about their time spent on campus. Each hashtag will come with its own definition and a sample social media post correctly implementing the tag and will be continuously added to as events occur.

Cross promote university affiliated social media accounts as relevant through mentions, retweets or shares.o While answering student or community questions as they arise through

social media, Matson should cross promote university affiliated social media accounts as relevant through mentions, retweets or shares. Cross promotion assists other university affiliated social media accounts to grow while spreading awareness to students and the community of what resources the campus has to offer.

Add a section about university social media in any online/in-person student orientation programs.o In addition to Matson’s videos, a small section about university social

media should be added to any online or in-person student orientation programs. This allows for all newly enrolled students to be exposed to the office of the president’s social media and any other relevant accounts from the very beginning of their time as jaguars.

Follow and use trending hashtags or challenges as appropriate regarding university news or events.o Everyday new trending hashtags or challenges make their way to the

forefront of social media. To stay relevant and appear in popular hashtags, Matson should attempt to use popular hashtags in her posts or participate in video challenges such as the ALS Ice Bucket Challenge whenever possible.

Strategy:  Increase President Matson’s social media presence with current students by 15% through cyber events and mascot involvement.

Tactics:

Develop a scavenger hunt with clues placed on President Matson’s social media accounts to set-up a #WhereIsGeneral campaign lead by President Matsono Create clues that will be placed on President Matson’s social media

account. (Must follow on her social media accounts to enter)o Place clues with designated hashtag every other Mondayo Place a box in a designated area on each campus for students to place

guesses by completing a small form with their informationo Put together 4 baskets with a bookstore voucher and school memorabiliao Select 4 winners, 2 per campuso Release commercial showing General in the tower

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Develop videos to play in the lounges and student areas throughout university featuring President Matson giving messages and showing her social media information

Create videos with mascot facts and study tips #FromTheGeneral Continue to develop one interactive President/mascot cyber event each Fall and

spring semester

#WhereIsGeneral

1. In the jungle the General would stalk his prey, but where he is now he can watch it all day.

2. Though it’s not his natural habitat, the General has skills to get where he’s at.

3. In San Antonio it’s a famous site, but for General it’s where he sleeps each night.

4. Crimson Red is a beautiful sight, but to see General you are going to need a spotlight.

5. If you hear a low growl, and the scratch of a paw I may be coming down to welcome you all.

6. Though there is more than one way to arrive, pick the right one and you’re sure to pass by.

Strategy:  Increase alumni engagement and followers by 8% within a year of implementation

Tactics:

Obtain email list of alumni database and send links of each of President Matson’s social media profiles to alumni. Encourage alumni to follow President Matson and Texas A&M University-San Antonio’s social media profiles. Find out what social media alumni are on and follow them to keep up with their achievements.

Tell the story of what Texas A&M University-San Antonio graduates have achieved since leaving the University. The series of storytelling posts should have a

unique hashtag, such as #JagGradsNow. This connects the University with alumni while also showing current and prospective students what Jaguar graduates are capable of achieving.

#ProudJagGad photo-sharing series

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Have Jaguar graduates from various locations post photos of themselves doing the Jaguar claw at different locations (could be anywhere). This idea is similar to UT-Austin’s “Hook ‘Em” sign that has become popular as a photo share on social media. This idea does not have to be limited to alumni. President Santa Ono of the University of Cincinnati frequently retweets photos of alumni and current students doing the UC sign at

various locations around the nation and the globe.

Make alumni database available to current students seeking networking opportunities. Alumni databases should also include an area where twitter handles can be listed as this is where most young people are found as being active.This would also add some value and incentive for incoming students to begin thinking about the importance of an alumni organization and networking.

Engaging and connecting with alumni starts when they are still students.

Developing an alumni base which features a strong connection with the university starts with cultivating connectivity and school pride with incoming students. Dr. Ono at the University of Cincinnati is an expert at this tactic. He frequently roams campus taking photos with students and often retweets the photo when students share them on his

Twitter feed. He establishes a connection with incoming and current students, which carries on when those students transition into being alumni.

TimelineJULY

27th-31st

Film orientation video with President Matson Film video to run in lounges / student area feat. President Matson

AUGUST3rd-7th

Sit down and finalize hashtag dictionary Put together new student orientation packet

24th

First day of Class

24th-28th Run orientation booths on both campuses

SEPTEMBER7th

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Labor Day Holiday14th

First clue on #WhereIsGeneral campaign16th

Email blast to alumni28th

Second clue on #WhereIsGeneral campaignOCTOBER

12th

Third clue on #WhereIsGeneral campaign26th

Fourth clue on #WhereIsGeneral campaign31st

HalloweenNOVEMBER

9th

Fifth clue on #WhereIsGeneral campaign11th

Veteran’s Day Holdiay23rd

Final clue on #WhereIsGeneral campaign25th-28th

Thanksgiving Holiday

DECEMBER1st

Select winners and release video of General in tower5th

Last Day of Class Fall Commencement

Evaluation During a previous interview Dr. Matson indicated that she uses Hootsuite to

schedule her posts throughout the social media platforms she holds accounts to. To ensure simplicity it is recommended that Matson use the analytics report tools on Hootsuite to track total reach and demographics.

With the plan’s main focus being Twitter and Instagram, it is recommended that Matson additionally use Topsy.com or Socialrank.com to continue to monitor analytics to ensure that the target audiences are being reached and goals are met.

How success is determined:

Did followers/likes on social media accounts increase by 30% for primary, 15% for secondary and 8% for tertiary audiences respectively?

Was the Office of the President brand established through increased use of Twitter and Instagram accounts?

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Did the General Jaguar mascot notoriety increase through scavenger hunt based on number of entries in the activity?

Were the “digital open door policy” and the president/student body relationship strengthened through orientation videos as determined by an increase of students using the S.H.A.R.E with the President function on the university’s homepage?

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