Valencia Case Study -
Social Media
Campagnuolo Consulting Group

Valencia Case Study: Background
 Three-months out from launching the biggest marketing
campaign in the schools history
 Dynamic and in-your-face look and feel of the campaign
was begging for similarly toned social media
components
 Social Media planning included the following:
 Viral Video – “Jeffrey”
 My Space Page
 Student Ambassador Blogs
 Facebook

Valencia Case Study: “Jeffrey”
Lessons Learned
• Building it does not
necessarily mean they
will come
• Viral does not mean it
should be left on its own
to spread
• Content has to be
universal and relatable
• Authenticity Matters

Valencia Case Study: MySpace
Lessons Learned
• Trend of usage is
important
• Get to know the what
site is really being used
for, rather than relying on
what you have heard
• Before embarking, have
a good understanding of
what you hope to get out
of site
• Maintenance is
important

Valencia Case Study: Student Ambassador Blogs
Lessons Learned
• Prospective and
existing students respond
to social media that is
high touch
• Connecting them back
to an environment they
are familiar with works
better than creating a
new environment
• Authenticity Matters

Valencia Case Study: Facebook
Lessons Learned
• Go into tactic knowing
how it will benefit the
college and be used
• Get senior staff and
faculty comfortable with
“unabridged” input and
comments
• Site needs to be
positioned differently for
student and faculty, after
use is defined

Thank You
Christian Campagnuolo
Christianc1225@gmail.com