Originally Presented at EduWeb 17 Conference held in Boston August 7th through August 9th. Presented by Daniela Huynh, Assistant Director of Marketing and Communications and Katy Spencer Johnson, Marketing and Communications Agent, Quincy College.

1. Focusing on the
Student Journey to Inspire
Real World Engagement
through Social Media
Campaigns
PRESENTED BY:
KATY SPENCER JOHNSON (@KATYB_SPENCER), COMMUNICATIONS AND MARKETING AGENT
DANIELA HUYNH (@WHERESDANITH), ASSISTANT DIRECTOR OF MARKETING AND COMMUNICATIONS

2. Campus Photos

3. Quincy College embraced a simple missive
and mission in 2017:
 Engage more
 Delight more
 Build a network of advocacy across students, staff,
and faculty

4. STUDENT POPULATION
DEMOGRAPHICS & DIVERSITY
COMMUTER CAMPUS
STAFF WITH VARIOUS LEVELS OF SOCIAL MEDIA LITERACY
MARKETING TEAM SIZE – CONTENT CREATION
Challenges

5. SOCIAL MEDIA
STORYTELLING
DIGITAL
ENGAGEMENT
SECRET
DELIGHT
ACTIVE LISTENING
REAL WORLD
INTERACTION
S

6. The Commuter Student Journey
COMMUTE CAMPUS VIRTUAL DORM

7. Case Study Breakdown
PROBLEM – What do we need to solve?
CAMPAIGN OBJECTIVES – How will we define success?
CAMPAIGN DESIGN FACTORS
CAMPAIGN RESULTS – Community responses & outcomes

8. On Commute
TRANSIENT STUDENTS WITH BUSY SCHEDULES; ON THE GO
EASY TO CONSUME, ON-THE-GO CONTENT
MULTI-PLATFORM + NON-TRADITIONAL + MOBILE
BUILDING COMMUNITY + FOSTERING CONNECTIONS

9. COMMUTER CAMPAIGNS
 COMMUTER FOOD FOR THOUGHT
 SPOTIFY
 FACULTY FOCUS

10. CAMPAIGN RESULTS
ESTABLISHING BENCHMARKS
EXPLORING NON-TRADITIONAL CHANNELS
ADVOCACY OPPORTUNITY
CREATING VALUE OUTSIDE OF THE BRAND

11. Examine the moments in the day when you
can connect, build, and enhance the student
journey using social media.

12. ENGAGE
DELIGHT
COLLABORATE
AMPLIFY

13. On Campus – Financial Aid
EARLY FAFSA APPLICATION SUBMISSION
CONVERTING COMPLEX PROCEDURES INTO SIMPLER, CONSUMABLE
CONCEPTS
SOCIAL MEDIA AND PRINT CAMPAIGNS TO PUSH VISITING
ON CAMPUS, LIVE, INFO SESSIONS
INCREASE IN NUMBER OF FINANCIAL AID APPLICANTS +
STUDENTS WHO ATTEND FAFSA WORKSHOPS

14. FACE THE FAFSA + FACE THE
FORMS
OFFICE OF FINANCIAL AID FACE THE FAFSA + FACE THE FORMS
VIDEOS
 AMA (ASK ME ANYTHING)
 FAFSA WEEK
 SPOTIFY

15. FACE THE FAFSA
CAMPAIGN RESULTS

16. On Campus – Student Life
STUDENT INTEREST IN COLLEGE EVENTS + ON CAMPUS
ENGAGEMENT
TIMING IS EVERYTHING – BALANCE ACADEMIC CALENDAR WITH
STUDENT ACTIVITIES CALENDAR
LEVERAGE STUDENT ADVOCATES
INCREASE CLUB PARTICIPATION + STUDENT ATTENDANCE
AT ON CAMPUS EVENTS

17. FEATURED CLUBS & WEEKLY
EVENTS
OFFICE OF STUDENT LIFE
 SNAP STORIES
 STUDENT AMBASSADORS
 FEATURING CLUB INFO +
INTROS ON YOUTUBE

18. FEATURED CLUBS
CAMPAIGN RESULTS

19. Never underestimate the creativity of
other departments. Give them an
opportunity to have fun.
Use their experiences and knowledge to
guide your campaign.

20. In Virtual Dorm
STUDENTS FEEL ISOLATED + DISCONNECTED
PERSONALIZED + IN THE MOMENT (NO AUTOMATION)
SECRET DELIGHT, QUINSTAGRAM COMMUNITY
& ACTIVE LISTENING
CONNECTING WITH STUDENTS INDIVIDUALLY +
BUILDING RELATIONSHIPS

21. VIRTUAL RA
TAKE THE OPPORTUNITY TO BE HUMAN
LARGE SCALE SECRET DELIGHT
 UNWRAP QC
 VALENTINES DAY

22. VIRTUAL RA
TAKE THE OPPORTUNITY TO BE
HUMAN
 CONNECTING THE COMMUNITY
 STUDENT AND FACULTY FEATURES
 #QUINSTAGRAM

23. VIRTUAL RA
TAKE THE OPPORTUNITY TO BE HUMAN
 ACTIVE LISTENING
 INDIVIDUALIZED ATTENTION
 CASE BY CASE BASIS

24. TURNING FOLLOWER INTO FANS
OPPORTUNITIES FOR ADVOCACY + CREATIVE
COLLABORATIONS

25. Engage More. Delight More. Create Advocacy.
Your network of advocates can inspire real-world engagement, interaction, and
action. Don’t be a self promoter; be a community promoter.

26. Thank you!
Follow Quincy College’s Additional Social Media Adventures
Twitter: @QuincyCollege
Facebook: facebook.com/QuincyCollege
Instagram: @quincy_college
Snapchat: QuincyCollege
Follow Us:
 Katy Spencer Johnson, @katyb_spencer
 Daniela Huynh, @wheresdanith