The document discusses strategies for increasing website traffic for BSU Journalism Workshops. It analyzes the current brand audience of 16-18 year old high school journalism students and their parents. Competitors like MIPA and HSJI target the same demographic. An idea is presented to position the workshops as helping students build publications, resumes, and social skills. A campaign would create a participatory storytelling website where students share how journalism and camp have improved these areas and made them proud overachievers.

1. BSU
JOURNALISM
WORKSHOPS
Social Media Campaign
Megan McNames

2. BSU JOURNALISM
WORKSHOPS IS:
Week-long workshops in new media and
traditional journalism
For high school students
Taught by the best high school teachers,
college professors and one really, really
cool social media startup guy
Using technology other schools wish
they had

3. PROBLEM
Students and their parents don’t know about
BSU Journalism Workshops unless their
school/teachers tell them.
GOAL
Increase site traffic by 2,000 visitors by July
2013.
STRATEGY
?
SOLUTION
?

4. GOAL TO STRATEGY
How can we increase site traffic?
v

5. QUESTIONS TO ASK
BRAND COMPETITORS
Who is the current audience? Who are BSUJW’s competitors?
How do they find BSUJW? Who is visiting their sites?
How does BSUJW currently How are they communicating?
communicate?
CONSUMER
Who is shopping for educational opportunities?
How do people decide on a workshop?
When?
What are people looking for?

6. BRAND AUDIENCE
*
The average age of a BSUJW student is 17.2.
Facebook shows 18+ because students like the
page then turn 18 in the next few months.
b *
18-24
years old

7. BRAND AUDIENCE
According to a 2009 study we conducted,
the BSUJW audience is involved in high
school journalism, but about half of stu-
b
dents do not go on to major in it.
FROM
IND.

8. HOW THEY FIND US
47%
of workshop students send
their registrations in with
others from their school.
34 percent receive
funding from their school.

9. HOW THEY FIND US
b
search
b social

10. HOW THEY FIND US
b
by
name

11. HOW WE COMMUNICATE
WEBSITE
CAMP
RECAP
WEBSITE
FACEBOOK
PAGE
POSTCARD
TO
TEACHERS
TWITTER

12. COMPETITORS
MIPA
HSJI
Band camp, cheerleading camp, etc.

13. WHO VISITS THEM?
b
18-24
years old
b
1,000
in June

14. WHO VISITS THEM?
b
18-24
years old
b
2,500
in March

15. HOW THEY COMMUNICATE
Websites
Facebook
Twitter
Mailers
Blogs
Twitter

16. CONSUMER
Google Trends:
“Journalism Camp”

17. CONSUMER
16-18 years old
High School Journalist
According to 2011 Pew Research on high
school students:

18. CONSUMER
59%
who use social media have only
one social media account.
Not quite the digital
natives we might think...

19. CONSUMER
They use HSJ.org for resources. HSJ.org
demographics give us insight:

20. CONSUMER
Journalism students are COLLEGE BOUND

21. CONSUMER
What they say about
educational camps:
THEY GAIN SKILLS
THEY CREATE LIFELONG MEMORIES

22. CONSUMER
THEY MAKE FRIENDS & NETWORK

23. THE BUYER
IS PROBABLY MOM
If it’s not the school (34% of students re-
ceive some funding from their school).
These demographics for collegeboard.com
tell us a bit about who is really looking at
high school kids’ futures...

24. SHE’S GOT SOME $
The 2009 study from the American Camp
Association shows the income level of
families sending kids to camp:
b
middle
in come

25. THE DECISION
The 2009 study from the American Camp
Association includes camp director’s
perspectives on enrollment effects:

26. WHEN THEY’RE LOOKING
Google
b
b
HSJI
Feb
to
July
BSUJW

27. WHEN THEY’RE BUYING
b
last
minute

28. REVIEW
BRAND COMPETITORS
• 16-18 w/35-44 y/o parents • MIPA/HSJI
• Involved in Journ • Getting Peak 1,500 visitors/
• Not necessarily majoring in it month
• Find us through school, online • Same audience
• We communicate through a • Using websites/mailers
website, mailers (passive)
CONSUMER
• 16-18 w/35-44 y/o parents
• Parents are well-educated
• Parents are middle income
• Researching Feb-July, buying last minute
• Decide by cost/benefit to student

29. STRATEGY
Position BSUJW as an academic
opportunity that helps high school
students build their
c Publications
Resume & D
A Social life.

30. IDEA
OVERACHIEVE!

31. WHAT IS THAT
A campaign geared toward high school
publication advisers, students and their
parents.
Create a website for participa-
tory story telling (it’s what these
kids do) about how journalism
and camp have improved their
publications, resumes and social
life, making them proud over-
achievers.

32. COMM FRAMEWORK
Current Behavior Desired Response
16-18 y/o student media sign up for workshops
• Facebook • Twitter • Asking Friends • Teacher reccomendations
A ARENESS
W RESEARCHING BUYING MOMENT
CREATIVE
Turn contributions from Emphasize low cost
Why journalism educa- students and data into
tion matters (builds skills, content for informa-
resume, college prep) tional websites and social,
SHOW journ students do
better!
MEDIA MEDIA MEDIA
MEDIA
Standard banners
Social Social
Participatory storytell- Participatory storytell-
ing (students share their ing (students share their
stories) stories)