Our social media strategy aims to increase occupancy by 50% through branding and generating more traffic to our property. Key objectives are to increase our social media presence, followers, and website visitors from social media by 25-50% within 60 days. We will use paid advertising, engagements, hashtags and trending topics. Roles and policies are outlined, along with response plans and measurement of our progress over 60 days through analytics on unique visitors and conversions from each channel.

1. GRANDMARC CLEMSON
SOCIAL MEDIA STRATEGY

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona andVoice
5. Strategies andTools
6.Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. EXECUTIVE SUMMARY
Our main focus for the 2018-2019 year is to increase our current occupancy by
50% through social media branding.
Our primary goal is to utilize all advertising sources to assist with maximizing our
revenue in order to drive traffic towards the property to reach budgeted
occupancy.
Two major social strategies will support this objective:
• Increase our social media presence by publishing more content
• Increase our social media followers by 50%

4. SOCIAL MEDIA AUDIT
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Instagram https://www.inst
agram.com/gmcl
emson
391 21 posts per
week
Average of
759
impressions
per week
Facebook https://www.face
book.com/GMCl
emson/
283 21 posts per
week
1.5%

5. TRAFFIC SOURCES ASSESSMENT
SOURCE VOLUME PERCENTAGE
OFTRAFFIC
CONVERSION
RATE
Instagram 749 unique visit 12% 4.2%
Twitter 128 unique visits 1.35% 0%
Facebook 342 unique visits 4.5% 2.9%
Website NO DATA NO DATA NO DATA

6. AUDIENCE DEMOGRAPHICS
ASSESSMENT
Age Distribution Gender
Distribution
Primary Social
Network
Secondary Social
network
74% 18-30
18% 31-40
4% 41-55
4% 56-80
64% Female
36% Male
56% Instagram
40% Facebook
7% Twitter
59% Facebook
34% Instagram
7% Twitter

7. COMPETITOR ASSESSMENT
Competitor Name Social Media Profile Strengths Weaknesses
114 Earle Instagram: @114earle Content is really engaging.The
have an influx of followers so
they are able to post and get
engagement.
They post
occasionally and not
frequently.
Cottages of Clemson IG: @cottagesofclemson They advertise all specials
really well.The graphic flyers
posted are very well
presented.
The content posted
is lots of flyers and
not enough
engaging photos.
Aspen Heights IG: @aspenheights They have an influx of
followers and people really
engage on their social media.
They do not post
frequently.

8. SOCIAL MEDIA OBJECTIVES
• In 2018, the primary focus of our social media strategy will be to support revenue goals by driving more traffic
to our office from our social channels.
• Some specific objectives include:
• 1. Increase unique visitors from social properties to website by 25% in 60 days via:
• a. Increased brand awareness through getting our followers to repost us on their social site
b. Increased use of brand hashtags and popular hashtags across all social platforms
• Increase Instagram followers by 1500 in 60 days.

9. ONLINE BRAND PERSONA AND VOICE
When interacting with customers we are:
- Caring
- Friendly
- Understanding
Words that describe our brand:
- People Matter Most
- Do the right thing
- Be the best
- Own it
- Service with Swagger

10. STRATEGIES AND TOOLS
• Paid – Use adtaxi to boost social media
post to capture leads and bring engagement
to our social media site.
• Owned – Use hashtags for every event.
Always tag people to post that relates to
them. Be sure to have social content that
requires engagement such as “Freeze Tag
Friday” and etc.
• Use Twitter to stay on top of what is
currently trending.
Tools:
- Adtaxi
- Online Reputation
Existing Subscriptions:
- Shutterstock
- Adobe Photoshop

11. TIMING AND KEY DATES
• The start of Fall Classes
• Spring Break
• Thanksgiving & Christmas
• Start of Summer Classes
• When acceptance letters get sent out
• The last day to apply for on campus housing

12. SOCIAL MEDIA ROLES &
RESPONSIBILITIES
• Leasing and Marketing Manager –Vanessa Laurent
• Oversees all aspects of leasing and Marketing
• Marketing Consultant – Chase Keller
• Responsible for all major marketing projects and works closely with the Leasing and
Marketing Manager to implement ideas.
• Social Media Coordinator – Emily Earle
• Responsible for the publishing all content and ensuring that posts are affiliated with
what is currently trending.

13. SOCIAL MEDIA POLICY
• · In order to receive credentials to social media site, you must complete the Social Media
Marketing course through GraceHillVision.
• ·THINK BEFOREYOU POST. Exercise sound judgment. If you are in doubt, don’t post it.
Remember social media is permanent.
• · BE MINDFUL. Do not post inappropriate comments that may involve other associates, co-
workers, competitors, suppliers, residents, customers or Everest Campus East.
• · BE RESPECTFUL. Do not make discriminatory comments, malicious, or defamatory
comments, statements, or personal insults, when commenting about Everest Campus East, your
owners, supervisors, managers, co-workers, competitors, suppliers, residents, or customers. Do
not disparage Everest Campus East’s good and services.
• · CONFIDENTIALITY. Do not disclose any information that would be considered
confidential.

14. CRITICAL RESPONSE PLAN
• Scenario 1 – Inappropriate social media post
• When social media post is detected immediately screenshot post.Then remove post
instantly and change all social sites password.
• AlertVanessa Laurent (Leasing and Marketing Manager) to investigate situation in
more debt.
• Take disciplinary action as necessary.
Pre-approved messaging: Will be dependent on nature of social media post.

15. CRITICAL RESPONSE PLAN
Scenario 2 – Internet is down on the property.
Action Plan
- Immediately contact WhiteSky communications in order to resolve situation.
- Email residents letting them know we are working to resolve the situation and
we apologize for any inconvenience.
- Prepare social media GIF or MEME in order to provide a positive vibe about
the internet being back on.
- Have Emily release statement on social media sites
Pre-approved Messaging: “The internet is back on.We apologize for any
inconvenience this may have caused you. Happy Searching!”

16. MEASUREMENT AND REPORTING
RESULTS
Source Volume Percentage of
Traffic
Conversion
Rate
Twitter 300 unique visits +
7% growth
18.2% 2.3%
Facebook 548 unique visits +
11% growth
21% 3.2%
Reporting Period: 60 days
Data as of June 1, 2018