1. FFS Student Case Study
A report on student success on marketing efforts for Midwood High
School Alumni Association 75th Anniversary Jubilee.
Report by Kenny Soto, FFS teacher/cofounder.
2. The problem
Company
Midwood High School
Alumni Association
needed help in getting a
minimum of 400
attendees for their 75th
Anniversary Jubilee
occurring on Oct. 15th,
2016.
Context
Under the supervision of
Futures For Students
professors, students
were tasked in learning
about digital marketing
by marketing this event
to Midwood High School
graduates.
Problem statement
Midwood High School
Alumni Association
wanted to gain as many
attendees as possible
utilizing a $5,000
marketing budget on
Facebook & free
advertising using Google
AdGrants.
3. Challenges: a deep-dive
Challenge 1
Expand audience
Utilizing Midwood High
School Alumni
Association’s email list
to increase the top of the
marketing funnel on
Facebook.
Challenge 2
7-day actives
On a weekly basis,
students were tasked
with creating paid and
organic content that
would bring engagement
on the Facebook page
up.
Challenge 3
Increase conversion
Utilizing paid ads on
Facebook and Google
Adwords (using the free
Google AdGrants
program), students had
to increase RSVP’s for
the event.
4. Solution
More event registrations and
attendance.
Utilizing the skills of Richard
Marquez, Leonardo Guzman,
Armoni Boone, and other students—
we created a marketing plan to gain
event attendance on Facebook and
Google Adwords.
6. Feb - March
Learn personal branding
techniques, social media
advertising, & landing page
optimization.
April - May
Learn about User intent,
Google adwords accounts
structures, and keyword
research.
June
Optimize Facebook paid
advertising based on audience
interests and ad scheduling.
July
Optimize Google ads using
Single Keyword Ad Groups
and match types.
August
Increase boosted posts
on Facebook to maximize
shares & comments.
7. Challenges: a deep-dive
Challenge 1
Student Tasks:
Study client’s brand messaging to determine past results and access audience
response.
Create ad copy and images for paid advertising.
Do keyword research to find search queries were user intent was transactional.
Optimize ads after each test to gain more clients, ad frequency, increase ad relevancy
score, and ultimately gain more link clicks.
Create organic posts on the client’s Facebook page to increase engagement and create
leverage to ask for event registration from the client’s audience.
9. Facebook Marketing Results (insights)
Challenge 1Student Results:
- Total page likes increased from 558 to 1,242 due to student’s use of alumni email
list.
- During the last month of student involvement, engagement on the page went up by
more than 300% due to audience engagement in comment replies, influencer
outreach, and strategic listening.
- Increased average comment count from 6 to 23.
10.
11.
12. Facebook Marketing Results (paid ad metrics)
Challenge 1
Student Results:
- Using less than the allocated budget, students were able to:
Gain 7,906 clicks at an average CPC of $0.51.
Paid likes were a total of 480.
Post likes were 4,530.
Shares were 422.
Comments were 598.
Average cost per engagement (page like, post like, shares, and comments) was
$3.04.
13. Google Adwords Results
Challenge 1
Student Tasks:
Using a technique of campaign organization called Single Keyword Ad Groups (directly
attributed to an article from Klient Boost) students optimized ads to gain 54 clicks
at a Click through rate of .84%.
Students learned about using longtail keyword research to get competitive keywords at
low costs.
14. Eventbrite Results
Challenge 1
Student Tasks:
Student’s learned about landing page optimization to maximize conversions on the
eventbrite landing page.
At the end of the project there were 209 tickets sold.
