Interactive Strategies Final Project. How to raise awareness among college students using social media marketing.

1. Braddock’s
Battlefield
History Center Final
Project
Caroline Fagan

2. Target Audience: College Students
Group that is obviously present on Braddock’s
social media (adults 55+) is less active than
the average adult
Focus on a younger audience that is active on
social media already
Educated young adults in the Pittsburgh area

3. Social Technographics Profile

4. Strategy 1: Shorten Social Media Posts
and Make them More Visually Appealing
Spectators make up 89% of target
Younger people are more easily distracted when
reading long posts
Likely to skip right over anything that doesn’t catch
their eye at first glance

5. Shorten Posts and Make them
Visually Appealing
Col. George Washington rode back and forth
during the battle delivering orders for
General Edward Braddock, the commander-
in-chief of British forces in America. General
Braddock was trying to get his soldiers into a
formation typical of European warfare,
which tragically made them an open target
for the French and Indians who were firing
from behind trees. Eventually, Braddock was
killed and every officer on horseback was
shot, except Washington. Washington
carried Braddock from the field.

6. Shorten Posts and Make them
Visually Appealing
All of General Braddock’s British
forces were killed in the Battle of the
Monongahela by the French and
Indians except George Washington,
the last man standing!

7. Timing
Post content when it will be seen- Most college
students visit social media sites during week days
between classes and during meal times
Create a calendar to post consistently

8. Strategy 2: Look Back at Social
Media Campaigns that Went Viral
The groundswell allows us to look back to
social media campaigns that were
successful in the past
ALS Ice Bucket Challenge raised $115 million
and reached every corner of social media

9. Strategy 2: #PittsburghSelfieChallenge #BBHC
Challenge students to get out and explore the
city and post their Pittsburgh selfie to social
media using the hashtags
Use website and social media to align
Braddock’s Battlefield History Center with
local events that students would be
interested in (For example: Art All Night in
April and Light Up Night in November)
Give students a guide to the city and the
neighborhoods so they can safely explore
Pittsburgh

10. Strategy 3: Give Social Media and
Website a Facelift
Too many words
Add pictures that bring the physical
space to cyberspace (replace
pictures of old men with ones of
college students)
Integrate Facebook page with
website (add a Facebook button
at the top and use the same
pictures on both sites)
Add color and change font

11. Strategy 3: Make a Blog Integrated
with Website and Social Media
Currently Facebook posts are jumbled and repetitive
Create content rather than posting articles by others
Gives control over what content looks like
Makes Braddock’s more searchable
Posts on Facebook should be snippets of blog posts
with a link for readers to learn more