facebook campaign

Facebook Campaign

Facebook CampaignAddressing the College Community

IntroHow can Facebook reach a broader college audience? Data currently shows that in recent years, Facebook has seen a decline is regular usage among college students. Given this data, Facebook is challenged with the task of reaching out to the college community, addressing their needs and regaining the support of this community.Facebook must turn periodic users into regular users.So how does Facebook accomplish this task?

Abigale Anderson, Cindy Karathanasis, Debbie Deonarine, Elyse Hinojosa, Margarette Mena

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Returning to Your Roots

The Root of the ProblemFacebook was established as a forum for university student at Harvard to connect to one another (originally caled Facemash, the Facebooks predecessor, opened on October 28, 2003). Since then, we have all witnessed the rapid growth of Facebook into and international forum for individuals to connect and share around the world. This basic page is from Texas A & M University from 2004. This basic and cumbersome format is one of the first versions Facebook released to the public.

Now, Facebook is used by virtually everyone. Even individuals in nursing homes are utilizing Facebook to connect with family and friends. That said, Facebook is so common that it has lost some of its new and exclusive appeal.

College students are looking for the newest and the best. The are also looking for products and programs that have practical and easy to use applications. They are also looking achieve a sense of belonging, but at the same time, as sense of exclusivity. Knowing this, who is Facebook's greatest competitors?

Referenceshttp://socialmediatoday.com/daniel-zeevi/1251026/ultimate-history-facebook-infographichttp://en.wikipedia.org/wiki/History_of_Facebookhttp://3.bp.blogspot.com/-K8IxOfx_bSM/TloXAQd-7MI/AAAAAAAAABY/F_xX7B-7VaQ/s1600/the_facebook.jpg


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Who is Facebooks Greatest Competitor?

Facebooks CompetitionFacebook is quite simply, Facebooks greatest competitor with over 1.06 billion monthly active users, 680 million mobile users, more than 50 million pages and 10 million apps. We all know that Twitter, Linkedin, Tumbler and Instagram have followers, but their numbers pale in comparison to those of Facebook.However, Facebook must fight the very animal they created, breaking any preconceived notion of what Facebook is and what it might be able to provide to the average college student.

DisadvantagesEveryone thinks they know Facebook. Facebook has had minor changes in recent years, but the basic daily usage options have remained essentially the same.This means the public doesnt believe Facebook has additional offerings for themIt also means that light usage users believe they can simply jump onto Facebook once a month and continue to stay in the know.


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Our ProposalDevelop a Facebook Subpage for College Students

The Proposal and Page AttributesFacebook.edu is the first Facebook page EXCLUSIVELY for college students

How do you return to your roots, while reinventing the way the public sees you? It isnt easy, but it can be done. The proposal is to keep Facebook.com untouched, as the world is already familiar with how the application works. Keep what works, but add to it. (How do we create something new without taking away from Facebook?) The new goal is to create a page that is an extension of Facebook.com. This complimentary page would be Facebook.edu. The page would be a resource exclusively for college students. To gain access to Facebook.edu, you must have a college issued e-mail address from your university.

According to our Simmons data of the part-time students who used Facebook in the last 30 days 147% are most likely to to look for new and interesting websites; fulltime and part students who have used Facebook in the last 30 days are 51%/68% more likely to first look at the internet when they need information.

Page AttributesExclusive to .edu e-mail address, which would be provided upon admission into the universityBlackboard integratedUniversities events notificationsNetworking among students around the countryProjects/networking/ brainstorming tabLink to similar organizations at school across the countryAsk a student tab Example: the ability to ask students who have taken a course or participated in a particular internship about their experiences.Internship/job info/ applicationsSocial events/lecturesCross marketing among universities Example: An open lecture at NYU might appeal to student at Pace. The information will now be available to these studentsPage of links of other schools

RestrictionsYou must have an .edu address.You cannot post inappropriate pictures. LEAVE YOUR DRUNK PICS ON YOUR PERSONAL FACEBOOK PAGE>

ReferencesSimmons data, demographics and psychographics. attached in workbook

Abigale Anderson, Cindy Karathanasis, Debbie Deonarine, Elyse Hinojosa, Margarette Mena4

Facebook.eduIntegrated with Your University

Facebook and University IntegrationFacebook would be integrated with your existing blackboard university program (it could eventually be integrated in with portal programs).The drop down tab with your courses will allow you to access not only your course information, but also the contact information of you fellow students

This page would also be catered to the college community, with sharper graphics and images, as well as the ability to change the background to various university logos.

Referenceshttp://www.pace.eduhttps://blackboard.pace.edu/webapps/portal/frameset.jsphttps://www.facebook.com


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Partnering With Your University

University ParticipationThe concept requires participation from colleges and universities across the country.Schools would supply information to university students, informing them of the Facebook.edu site, which is designed to academic use. Entering Freshmen would receive Facebook.edu flyers in their admission packets, introducing the benefits of the site.Additional print material and flyers would be placed around the universities.Free standing banners would be placed throughout the university, throughout the year.

Cindy Karathanasis, Margarette Mena, Abigale Anderson

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Implementation StrategyStrategic College SelectionUniversity of Texas Austin, TXUniversity of Kansas Lawrence, KSUniversity of North Carolina Durham, NCUniversity of Florida, Gainesville, FLNew York University - NYCCentral Washington University - Ellensburg, WAIndiana University of Pennsylvania Indiana, PAPace NYCUniversity of St. Thomas St. Paul, MNDuke University Durham, NCCase Western Reserve University Cleveland, OHUniversity of California, Los Angeles Los Angeles, CA

12 Targeted US Colleges

The ConceptTest the new Facebook.edu initiative on the 12 selected colleges. When Facebook.com initially launched, it expanded only to 3 additional universities Columbia, Yale and Stanford. The concept is similar in that we will test the new subpage with the participation of the university administrators and the student population. This test portion of the project will last approximately 6 months, (a typical semester period, plus additional weeks for pre and post promotion). This will allow Facebook.edu to work out any issues with the page, promotion or implementation, before it is launched nationally.

Colleges chosen based on geographic location, student population, ranking and classificationWe picked universities scattered throughout all corners of the United StatesWe chose a combination of State Universities, Private Universities and smaller State Colleges, in order to maintain diversity and valid implementation of the projectThe largest student population belongs to University of Texas, a state university, at 51, 112, while the smallest student population goes to Case Western Reserve, a private university, at 9,636The top ranked school in the selection is Duke University, ranked at #24 overall. The lowest ranked school in the selection is Indiana University of Pennsylvania at #587 overall.

Referenceshttp://www.census.gov/newsroom/releases/archives/facts_for_features_special_editions/cb11-ff15.html

http://collegeapps.about.com/od/collegeprofiles/p/Case-Western.htmhttp://www.forbes.com/colleges/case-western-reserve-university/http://www.ucla.eduhttp://www.forbes.com/colleges/university-of-california-los-angeles/http://colleges.usnews.rankingsandreviews.com/best-colleges/university-of-california-los-angeles-1315http://colleges.usnews.rankingsandreviews.com/best-colleges/university-of-florida-1535http://www.ufl.edu/about-uf/facts-and-rankings/http://www.forbes.com/colleges/university-of-florida/http://colleges.usnews.rankingsandreviews.com/best-colleges/university-of-texas-austin-3658http://www.forbes.com/colleges/the-university-of-texas-at-austin/http://research.unc.edu/about/facts-rankings/http://www.forbes.com/colleges/university-of-north-carolina-at-chapel-hill/http://colleges.usnews.rankingsandreviews.com/best-colleges/indiana-university-of-pennsylvania-3277http://www.forbes.com/colleges/indiana-university-of-pennsylvania-main-campus/http://colleges.usnews.rankingsandreviews.com/best-colleges/duke-university-2920http://www.forbes.com/colleges/duke-university/http://colleges.usnews.rankingsandreviews.com/best-colleges/pace-university-2791http://www.forbes.com/colleges/pace-university-new-york/http://colleges.usnews.rankingsandreviews.com/best-colleges/new-york-university-2785http://www.forbes.com/colleges/new-york-university/http://colleges.usnews.rankingsandreviews.com/best-colleges/central-washington-university-3771http://www.forbes.com/colleges/university-of-kansas/http://colleges.usnews.rankingsandreviews.com/best-colleges/university-of-st.-thomas-2345http://www.forbes.com/colleges/university-of-st-thomas/


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University Students and Facebook.edu

Ease of Use and Creating BuzzMake sure students understand how to use Facebook.edu. Since there is a similar layout to the Facebook.com that they are familiar with, this should be relatively easy.Ensure students see the value in Facebook.edu and tell their fellow students.Create the buzz!

Cindy Karathanasis8

Reaching the Target Market

How do you target the college community?Recognize the individuality of each student. There is no black and white description of who a college student is. So using a multi platform is critical to the success of this campaign.Ages and demographics vary among college students, so multiple platforms must be used to reach them. The idea of the traditional college student is rapidly changing.Regardless of backgrounds, students are brought together with the united interest is achieving college success. Facebook.edu can help students achieve this success.

MRI Research shows that (insert MRI information)We chose our various promotional forms based on this information.

Media Forms to Introduce Student to Facebook.eduPrinted materials sent to Head of Student AffairsInserts to be included in college welcome packetFlyers for across campus promotionPosters for across campus promotionFree standing banner to be used for first weeks of school and semester transitionsRadio Ads Pandora and SpotifyCommercial Ads Online (Viral), Posted on Facebook.edu, sent directly to students in student e-mails Online and Mobile Banner AdsInstagram integration


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Implementation StrategySample Print Media

Facebook.edu

Print MediaPrint media is a direct resource to put information into the hands of the student. Free standing banners to be placed across college campuses.Tri-fold information brochures would be available on campus, as well as directly mailed to students in welcome packets.Triangular table ads would be placed in school cafeterias tables, student unions, study halls and libraries on college campuses.


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Pace and Print Media


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Implementation StrategyOnline and Mobile Applications

Online StrategyFacebook.com is an already existing forum in which to promote the Facebook.edu page. It is a no brainer in terms of integrating the promotion of the new .edu website.Promote Facebook.edu on the login page of Facebook.com. Post ad or even a brief video commercial, discussing the advantages of facebook.edu. Scrolling ads of Pandora, Spotify, Rhapsody or the bottom of your iPhone screenFacebook.edu App. It goes without saying that you need an app to remain competitive. College students (along with most of us) like instant gratification and the ability to have information at their finger tips.

Cindy Karathanasis, Margarette Mena

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Implementation StrategySample Ads The Academic Approach

Academic Approach CampaignThe are typical and relatable images of college students. The idea in this ad campaign, is that you can see yourself in each of these ads. You can relate to the images that you are seeing.This is direct, blatant, obvious and straightforward campaign of appeal.

Note: Each ad is adaptable to print media, online or smartphone applications.

Magazines we are going to use (Cosmopolitan etc.)College students will have a way to connect with other students around the country and get advice and information they may find helpful. Research informationCollege grad infoSurvey respondents (as some In the class may have needed some help with)This subpage will create an easier transition for new college students and help those in college academically.

Margarette Mena, Cindy Karathanasis

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Implementation StrategyAdditional Sample Ads The Academic Approach

Ideas behind the campaignCollege life is not only about essays, projects and studying (although it does play a large role); there is also other enjoyable aspects of college. If you are part of a fraternity/sorority, college team or club/society, or have interned at a cool company, students will be able to share their college experience with other students. Not only will Facebook.edu be a place to rely on for academic studies, but it will also be a place to relax, and represent your school (patriotic), (maybe even help other students)

Margarette Mena, Cindy Karathanasis14

Implementation StrategySample Ads The Retro Humor Campaign

There are easier ways to connect with students across the country.

Humor WorksThe Retro Humor Campaign would appeal to various demographics that are attracted by the not so obvious. Fun images with clever slogans will help to attract various individuals within the college community.

These ads to not directly display images of college students, but rather, appeal to other senses of the college student, more specifically, their sense of humor.

These ads, along with the Academic Approach ads, are just two samples of potential ad campaigns. The potential to launch multiple ad campaign to appeal to a wider audience is immense and should be considered. We would not suggest limiting the ad campaigns to these two specific examples, but rather to expand the variety of messages and images to reach out to the large college community.

Abigale Anderson15

Let Facebook.edu help you answer them.You just need Facebook.edu.Implementation StrategySample Ads The Retro Humor Campaign

You dont need a jetpack to connect to fellow students.

Have questions about college?

Its not rocket science, but it is college.

Facebook.edu can help navigate as you explore your future self.

Abigale Anderson16

Implementation StrategyRadio AdsRadio Spots to be played on Pandora, Spotify and local radio.

To Do List Radio Spot

Youre Not Alone Radio Spot

The Power of RadioMRI research shows that radio ads are a highly effective medium to reach students. Pandora, Spotify and Rhapsody are regularly used music forums for college aged students and are already integrated into Facebook. Placing radio spots into these music forum, is an effective, interactive and concise way to reach students.Playing radio spots in local markets is also a strategic and effective way to reach this college demographic.

Abigale Anderson17

Like It Campaign

With high user volume, Instagram is an additional way to introduce students to Facebook.edu. Instagram was recently acquired by facebook, making the integration of an Instagram campaign all the more valid. Utilizing the idea of User Generated Content and integrating multiple forums to promote Facebook.edu is just one more avenue to involve the student population and re-educate them about Facebook.edu and what it has to offer the student population.

Abigale Anderson, Debbie Deonarine, Elyse Hinojosa, Margarette Mena, Cindy Karathanasis

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Implementation StrategyVideo Ads

Logos of TV programs we are going to be spotting our ads on (Adult swim, E!, MTV)Adult Swim of college or university students , 135% are more likely to watch Adult SwimE! of college or university students, 141% are more likely to watch E!MTV, 92% are more likely to watch MTV

References:http://www.istockphoto.com/stock-video-11368922-dream-door-open-ntsc-and-pal.php?st=fec2c23http://www.istockphoto.com/stock-video-14418754-young-adult-crowd-walking.php?st=ae9f84fhttp://www.istockphoto.com/stock-video-14418723-young-adult-crowd-walking.php?st=ae9f84f http://www.istockphoto.com/stock-video-13072125-graduation-video-montage.php?st=aa4d28d http://www.istockphoto.com/stock-video-14418730-young-adult-crowd-shaking-hands.php?st=b55f860 http://www.istockphoto.com/stock-video-23493170-let-s-shake-on-a-successful-merger.php?st=8eb4b50 http://www.istockphoto.com/stock-video-15688980-montage-business-people.php?st=8eb4b50

Abigale Anderson

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Facebook.edu Can Expand Your Academic Network

1 Student + Facebook.edu = Endless Possibilities


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Implications of Facebook.edu

Implications of Facebook.eduLevels of usage among college students will increase. This increases exposure to Facebook.edu, Facebook.com and Instagram.The ability to cross promote between the web forums, directing users to also visit Facebook.com and Insagram. This is similar to the UGC concept, where users are directed to all potential UGC pages.A desirable target market for advertisersCollege students are driven by their predictable schedulesWinter break is between 2 to 6 weeks in length (depending on college), typically taking place between mid December to Late JanuaryIn 2013, Spring Break took place among universities between the dates of March 2 March 23Summer break is typically 2 to 3 months, lasting from late May to late August (depending on college)Other days off from school (depending on college): Thanksgiving, Labor Day, Presidents Day, Columbus Day, Martin Luther King Day

Advertisers can target the timing of their ads, based on these student scheduleExamplesTravel sites could promote their winter, spring and summer travel specials.Clothing outlets can send discount promotions for students who are heading out on seasonal vacation.Airlines can list flight information for seasonal vacation.Student abroad programs could promote their short period programs.Discount book sites can promote their specials right before the start of a new semester, (i.e., Amazon.com, Ebay.com, Discountbooks.com, Thriftbooks.com, etc.) Universities can cross promote their courses to other college students

References

Springhttp://www.studentcity.com/blog/when-is-my-spring-break/http://inertiatours.com/spring_break_dates.phphttp://travel.usnews.com/Rankings/Best_Cheap_Spring_Break_Destinations/

Winterhttp://www.crossculturalsolutions.org/?siteID=Google_Grants_winter_break_college&gclid=CPPHxabd27YCFUOe4AodhX8AmAhttp://www.travelchannel.com/topics/winter/index.html

Summerhttp://www.foxbusiness.com/personal-finance/2011/03/25/college-students-summer-break/

Abigale Anderson

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Facebook.eduThe Facebook page exclusively for college students and the information that concerns them.


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Like Our Project

Abigale Anderson, Cindy Karathanasis, Margarette Mena

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facebook campaign

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