Full Sail Class Project

1. Campaign Goals
By: Chris Booth
chris.booth06@gmail.com
Campus Explorer
https://www.campusexplorer.com

2. Company Description
Campus Explorer is a marketing agency who sells
leads to schools. They primarily do this through
digital marketing but also have a call center that
transfers potential students to schools.

3. Primary Goal
The primary goal of this campaign is lead generation
for West Coast University’s RN to BSN and Criminal
Justice programs.

4. Target Market
• High school seniors researching colleges.
• Adults between 25 and 40 years old who are
interested in finishing their degree.
• Adults looking to further their career with a
graduate degree.

5. RN to BSN Customer Profile
• Demographics
• Age: 25 to 50
• Gender: Female
• Education: ASN, passed
NCLEX exam
• Income: 50 to 70 K
• Family Life: NA
• Geographic Location: U.S.
• Psychographics
• Attitudes: Positive
• Values: Kindness, caring
• Lifestyle: Social, active
• Personality: Patient,
empathetic, dedicated, social,
friendly, caring
• Interests / hobbies:
Healthcare, nursing, helping
others
• Content &
Messaging
• Videos, images,
• Messaging: “Are you
interested in expanding your
career in the nursing field?
Apply for the RN to BSN
program at WCU today!”
• Picture of nurse.
Cindy Graney
Registered Nurse

6. Criminal Justice Customer Profile
Mike Stevens
Security Guard
• Demographics
• Age: 25
• Gender: Male
• Education: HS
Diploma
• Income: Less than
40 K
• Family Life: NA
• Geographic
Location: U.S.
• Psychographics
• Attitudes: NA
• Values: Authority,
Justice, Leadership,
Respect.
• Lifestyle: NA
• Personality:
• Interests / hobbies:
Helping others
• Content &
Messaging
• Newsfeed ad
• Messaging: “Interested in Law
Enforcement? Learn about
WCU’s Criminal Justice
program today!”
• Picture of a Police Officer

7. Call to Actions
• Primary: “Get free information about ___ programs
in your area today!”
• Secondary: “Sign up to receive newsletters about
your programs of interest.”

8. Social Media Channels
• Facebook
• Twitter
• LinkedIn

9. Metrics to Measure Success
• Conversions (leads) to measure revenue.
• Cost-per-conversion to measure profit margin.
• Comments/Shares to gain an understanding of how
our campaign is performing with Facebooks
algorithm.

10. Competitor #1: Academic
Earth
Academic Earth is present on Facebook and Twitter. On Twitter, most of their posts
are informative articles/videos and content related to their clients and website.
Most of their posts on Facebook are just random facts and information unrelated
to their industry. They have 78,460 followers on Facebook and 7,173 on Twitter.
They receive a decent amount of engagement on Facebook but not on Twitter.

11. Competitor #2: Affordable
Colleges Online
Affordable Colleges Online is present on Facebook. They mainly post
informative articles about college and most of the articles link to their website.
They only have 881 followers and most of the content they post receives a few
comments and about a dozen shares.

12. Plan for Facebook, Twitter,
and LinkedIn
• I will post informative articles, career info, and career advice on Facebook,
Twitter, and LinkedIn.
• There will be native ads in the articles to promote either a school or degree.
The content on Facebook, Twitter, and LinkedIn will be images and text.
• The content will be posted daily to maximize production and keep the flow of
the leads consistent.
• Since I am using content that informs my audience, my call to actions will
usually be similar to “Learn _____” or “Find out how to ____”. For example,
“Find out which scholarships you may qualify for!”
• Measuring comments and shares will help me understand how much
engagement my posts are getting. Additionally, measuring conversions and
cost-per-conversion will show me how my campaign is performing and how
much revenue I’m generating.

13. Cross Promotion
• I’ll use a third-party app to add tabs for Twitter and
LinkedIn to my Facebook pages and groups.
• I’ll include links to all of my social media pages in
each channel.

14. Influencers
• The influencers I am choosing for this campaign
are indeed.com and BigFuture. I chose these
brands as my influencers because their audiences
are similar to Campus Explorers audiences.
• I would ask these influencers to share some of my
posts.
• In return, I would share some of their posts on my
social media channels and compensate them for
the followers I received from them.

15. Social Editorial Calendar

16. Twitter Posts
The #FAFSA folks make it simple to fill out your
#FAFSA and submit it. Just follow these steps: (link)
#College loans come with different interest rates
and different rules. Learn about the 5 categories of
#college loans and which are the best. (link)

17. LinkedIn Posts
Are you looking for a new career? Find out why
#nursing could be the perfect choice for you. (link)
Are you looking for a career where you can make a
difference? Find out how to become a #police officer.
(link)

18. Facebook Posts
Applying for #scholarships is a lot like applying
for colleges - you start with a lot of possibilities
& narrow them down to a manageable list. (link)
Forget Tinder. Get matched with the perfect
#college for you.

19. Amplification Strategy
There are several things I can do to help jumpstart my campaigns. One
thing that is completely in my control is how much effort I put into creating
quality content for my campaigns. If I go above and beyond with the
content I post while using other methods to get that content seen, there’s a
good chance I will be successful and overtake some larger brands who no
longer feel the need to go the extra mile because of their popularity.
Another thing I can do to grow my audience is incentivize more established
brands (influencers) and current followers to share my content. I can also
actively engage in conversation on relevant social media pages and
groups to get my name out their and grow my audience.

20. Facebook Ad