“THE GREENWAY PROJECT”
Enhancing student learning with a social media
community development project in higher
education
An...
THE MAIN LINE CANAL GREENWAY: AN
ACADEMIC-COMMUNITY PARTNERSHIP PROJECT
 Describes the Project
 Goals of the Main Line C...
GREENWAYS ARE…
 Urban, suburban, and rural areas that frame natural, cultural
and scenic features and landscapes tracing ...
PITTSBURGH-TO-HARRISBURG MAIN LINE
CANAL GREENWAY™
 connects land and water trails following the path of the
historic Mai...
OBJECTIVES OF THE
MAIN LINE CANAL GREENWAY
 Develop continuity and synergy among Greenway
clusters
 Maximize human and f...
SOCIAL MEDIA
PROJECT MISSION:
REVITALIZING THE ECONOMIC DEVELOPMENT OF
TOWNS BY CONNECTING THE COMMUNITIES WITH
COMMON INT...
GOALS OF THE GREENWAY
SOCIAL MEDIA PROJECT
Inform public and build awareness
• On-line Marketing
Connect people with inter...
BACKGROUND OF THE GREENWAY
SOCIAL MEDIA PROJECT
Started with initial meetings with ARCorp
Internships to build a marketing...
CRITICAL SUCCESS FACTORS OF
REVITALIZATION EFFORTS
Clear Vision
Community Support
Strong ‘Brand’
CRITICAL SUCCESS FACTORS OF
REVITALIZATION EFFORTS
Funding
Assess Needs
Community Leaders
CRITICAL SUCCESS FACTORS OF
REVITALIZATION EFFORTS
Utilize Local Media
“Main Street”
Information
FAILURES IN REVITALIZATION EFFORTS
Lack of Local Leadership
No “Main Streets” to Serve Tourists
Outdated Web-Sites and Soc...
FAILURES IN REVITALIZATION EFFORTS
Not Partnering with Local
Businesses
Lack of Amenities
Lack of Support from Community
SUCCESSFUL
SOCIAL MEDIA TACTICS
Videos &
Pictures
Encourage
Sharing
Events &
Schedule
s
Share
Links
Articles
Contests
&
Sp...
SUCCESSFUL
SOCIAL MEDIA TACTICS
Promote Partners and Similar Organizations
Ask Questions to Encourage Discussions
Encourag...
SOCIAL MEDIA MARKETING PLAN
DEVELOPMENT
 Established:
 Mission, Objectives and Goals
 Successful Revitalization Efforts...
IMPLEMENTATION OF SOCIAL MEDIA
MARKETING PLAN
 Rebuild the web site in WordPress
Framework
Images
Content
Traffic
 A...
OLD WEB-SITE
HTTP://WWW.MAINLINECANALGREENWAY.ORG
OLD WEB-SITE
Outdated
Static
Not User Friendly
NEW WEB SITE UNDER CONSTRUCTION
NEW INTERACTIVE WORDPRESS SITE
Aesthetically Pleasing
Interactive
Responsive
OPPORTUNITIES CREATED FOR
STUDENTS
 Real-time project for SMM Course
 Social Media Marketing plans in fall 2013
 Implem...
THANK YOU
Acknowledgements:
Mackenzie Sternberg
Brittany Gill
Thomas Shaffer
Kyle Dammann
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The Main Line Canal Greenway Social Media Project

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The Main Line Canal Greenway Social Media Project

  1. 1. “THE GREENWAY PROJECT” Enhancing student learning with a social media community development project in higher education An Academic-Community Partnership Presenters: Tulay Girard and Kristina Snyder Pennsylvania State University-Altoona Anchorage, AK May 31-June 2, 2014
  2. 2. THE MAIN LINE CANAL GREENWAY: AN ACADEMIC-COMMUNITY PARTNERSHIP PROJECT  Describes the Project  Goals of the Main Line Canal Greenway  Goals of Social Media Marketing project  Background on development  Includes Literature Review  Identifies factors that contribute to the success of social media efforts  Identifies factors that contribute to the economic development of towns  Implementation  Process and output  Future outlook
  3. 3. GREENWAYS ARE…  Urban, suburban, and rural areas that frame natural, cultural and scenic features and landscapes tracing old railways, canals, ridge tops, or stream corridors on both public and private land.
  4. 4. PITTSBURGH-TO-HARRISBURG MAIN LINE CANAL GREENWAY™  connects land and water trails following the path of the historic Main Line Canal.
  5. 5. OBJECTIVES OF THE MAIN LINE CANAL GREENWAY  Develop continuity and synergy among Greenway clusters  Maximize human and financial resources  Stimulate marketing and promotion  Assist in regional planning  Allow for a single point of contact for municipal officials and funding sources  Educate public  Act as a forum to raise the visibility of projects and the work of the cluster groups.
  6. 6. SOCIAL MEDIA PROJECT MISSION: REVITALIZING THE ECONOMIC DEVELOPMENT OF TOWNS BY CONNECTING THE COMMUNITIES WITH COMMON INTERESTS IN THE MLC GREENWAY THROUGH SOCIAL MEDIA. Higher Education
  7. 7. GOALS OF THE GREENWAY SOCIAL MEDIA PROJECT Inform public and build awareness • On-line Marketing Connect people with interest groups • Social Media Platforms Become an informational hub • Web-site
  8. 8. BACKGROUND OF THE GREENWAY SOCIAL MEDIA PROJECT Started with initial meetings with ARCorp Internships to build a marketing plan and literature review Intermediate Social Media Marketing course Sponsor visits to classes
  9. 9. CRITICAL SUCCESS FACTORS OF REVITALIZATION EFFORTS Clear Vision Community Support Strong ‘Brand’
  10. 10. CRITICAL SUCCESS FACTORS OF REVITALIZATION EFFORTS Funding Assess Needs Community Leaders
  11. 11. CRITICAL SUCCESS FACTORS OF REVITALIZATION EFFORTS Utilize Local Media “Main Street” Information
  12. 12. FAILURES IN REVITALIZATION EFFORTS Lack of Local Leadership No “Main Streets” to Serve Tourists Outdated Web-Sites and Social Media
  13. 13. FAILURES IN REVITALIZATION EFFORTS Not Partnering with Local Businesses Lack of Amenities Lack of Support from Community
  14. 14. SUCCESSFUL SOCIAL MEDIA TACTICS Videos & Pictures Encourage Sharing Events & Schedule s Share Links Articles Contests & Specials Maps Educational Information Promote & Partner with Retailers
  15. 15. SUCCESSFUL SOCIAL MEDIA TACTICS Promote Partners and Similar Organizations Ask Questions to Encourage Discussions Encourage Creative ways to Preserve Heritage Ask for Feedback Connect with Bloggers to gain Mentions
  16. 16. SOCIAL MEDIA MARKETING PLAN DEVELOPMENT  Established:  Mission, Objectives and Goals  Successful Revitalization Efforts  Successful Social Media Tactics  Analyzed the Target Market  SWOT Analysis  Analyzed Tools and Platforms  Established Metrics and KPI’s  Developed Strategies
  17. 17. IMPLEMENTATION OF SOCIAL MEDIA MARKETING PLAN  Rebuild the web site in WordPress Framework Images Content Traffic  Add a blog  Refresh and update the content  Create social media sites (Facebook, LinkedIn, Meetup)  Optimize traffic and search-ability
  18. 18. OLD WEB-SITE HTTP://WWW.MAINLINECANALGREENWAY.ORG
  19. 19. OLD WEB-SITE Outdated Static Not User Friendly
  20. 20. NEW WEB SITE UNDER CONSTRUCTION
  21. 21. NEW INTERACTIVE WORDPRESS SITE Aesthetically Pleasing Interactive Responsive
  22. 22. OPPORTUNITIES CREATED FOR STUDENTS  Real-time project for SMM Course  Social Media Marketing plans in fall 2013  Implementation in spring 2014  Collaboration (ARCorp, Web designer, Internship Coordinator)  Conference papers (Mackenzie & Kristina)  Internship (Brittany)  Market Research Project (Kristina & Brittany)
  23. 23. THANK YOU Acknowledgements: Mackenzie Sternberg Brittany Gill Thomas Shaffer Kyle Dammann

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