Lorain CountyCommunityCollegeWeb DevelopmentMarketing Plan
Objectives Create an awareness Maintain interest Acquire new students
Target Audience Groups Interested in web development, not sureabout college Planning on attending LCCC, not sureabout program Looking for an opportunity to trysomething new
Review of Social Media ofSimilar Organizations Humber College Many doing some good, few doing a lotof good Chance to stand out
Relevant goals of target audiences-Interested in web development, notsure about college Determine what LCCC has to offer Decide if LCCC is the college they want to attend
Relevant goals of target audiences-Planning on attending LCCC, notsure about program Learn about web development programs Decide if they want to go the web developmentroute
Relevant goals of target audiences-Looking for an opportunity to trysomething new Learn about the programs and weigh options Determine if they want to go for a change or staywhere they are
Proposed Content Start with Facebook, Twitter, YouTube Add in Google Plus, blogs, etc. Posts by a few trusted, knowledgeableemployees, 1-3 times a day, enough butnot too much Mixed content: informational,comparative, interactive
Proposed Content (continued) Basic information creates awareness Detailed information maintains interest Rest helps convince many to enroll
Proposed Content (continued) Show that LCCC is a strong option Show that web development programsare a valid choice Show that the programs can provide anopportunity to experience something new
Anticipated Issues Going about social media without fullyunderstanding everything that it entails Inconsistent activity Having a team that isn’t veryknowledgeable about the subjects Data paralysis Lack of personalization
Proposed Policies ConcerningTransparency Embrace, rather than shying away Posts should focus on building trust,relationships, and interest, and should notbe too impersonal Respond to negative comments byhelping, rather than deleting
Metrics Effectiveness- how many people areimpacted by posts, how many peopleinteracted with posts, and how manypeople took action because of posts Impact- followers on Twitter, likes onFacebook, views and subscribers onYouTube, visitors to a blog, etc.
Metrics (continued) Interaction- clicks on links, retweets,mentions, and direct messages on Twitter,shares and comments on Facebook,ratings on YouTube videos, andcomments on blog posts. Action- how many people are signing upfor the web development programs.