Group 10

JMU
OFFICE OF RESIDENCE LIFE

SOCIAL MEDIA MARKETING PLAN
Group 10

DECEMBER 2, 2019
SOCIAL MEDIA MARKETING
Section 2

Krisa Cassidy, Alessandra Cespedes, Joey Clark, Julia Francione, Taylor Green

Table of Contents
Situation Analysis ..........................................................................................................................2
Internal Environment....................................................................................................................2
External Environment ..................................................................................................................2
Social Media Audit/Social Media Presence .................................................................................5
Voice and Style.........................................................................................................................5
Publicity ....................................................................................................................................8
Stats/Measurement ...................................................................................................................9
Conversation Analysis ............................................................................................................13
SWOT Analysis..........................................................................................................................15
Objectives......................................................................................................................................15
Target Audience Insights ...........................................................................................................17
Social Media Personas .................................................................................................................23
Social Zones ..................................................................................................................................25
Creative Strategy Tactics ............................................................................................................26
Activation Plan and Social Media Content Calendar...............................................................44
Manage and Measure ..................................................................................................................45
Citations ........................................................................................................................................47
1
Cassidy, Cespedes, Clark, Francione, Green

Situational Analysis
Internal Environment
The Office of Residence Life (ORL) is open to utilizing social media as much as possible
to reach their audience. However, they are constricted to JMU's very specific branding guidelines
that limit what they can post. JMU's main account is very active on social media and the school
is known for having good engagement with the student and community through its social media
platforms. JMU recently went through a rebranding initiative and puts a strong emphasis on all
departments putting forth a unified representation of the university.
ORL has a budget of $1,500 for the campaign and an established marketing department.
They also have access to other resources including data collected from approximately 20,000
students about their living choices as well as the opportunity for surveys. Since it is mandatory
for students to live on campus as a freshman, most students (except for transfers) can provide
feedback from their experiences living on campus for ORL to utilize. ORL is most active on
Instagram, Twitter, and Facebook, but they also have accounts on Pinterest and YouTube.
External Environment
Current customers
ORL’s current customers consist of current first-year students who are
trying to find a place for their sophomore year, upperclassmen, parents of
freshmen, and any potential students who might want to study abroad. Most of the
students and parents who are incoming freshmen have a type of social media
platform. Followers of ORL’s main social media platforms (Facebook and
Instagram) are 81% women and 18% men. The most popular age group for
2

women are ages 45-54 (31%) and 18-24 (13%), whereas for men, ages 18-24 lead
(6%) with ages 25-34 coming in second (5%). This implies that parents
(specifically mothers) typically follow ORL more often than their children
attending college so they can help their children research their current and future
living situations.
Competitors
ORL’s competitors consist of various off-campus resident housing. As our
top competitors, we listed Copper Beech, Aspen Heights, The Hills, Charleston
Townhomes, Squire Hill, Foxhill Townhomes, Sunchase, The Retreat, and the
Off-Campus Life JMU account. Each of the complexes have a Facebook account
with at least over 300 likes per page. The second most used platform was found to
be Instagram. Each account had a decent number of followers, but it was noted
that those who posted more with residents than with promotions, got more likes
and interaction. The least used social media platform was Twitter. Only two of
JMU’s competitors used twitter and they were very inactive. As a group, we
decided that Twitter was not the best platform to use to create a better reach for
JMU students and parents. Overall, we can say that the best platforms to use are
both Instagram and Facebook to overshadow the off-campus lifestyles. Below is a
breakdown chart of followers and likes:
3

Off-Campus Resident Housing Facebook Instagram Content

Page Likes Followers
(Last (Last
updated: Updated:
10/31) 10/31)
Copper Beech 1,563 873 contest giveaways; resident photos; community events
Aspen Heights 6,420 1,600 resident photos; pet pictures; resident promos
“resident of the week”; giveaways
The Hills 1,907 895 resident photos; reminders; promotions; boomerangs
Charleston Townhomes 314 288 small events; not much about Charleston
Squire Hill 627 117 promo events; residents’ photo; boomerangs;
giveaways
Foxhill Townhomes 344 108 reminders and giveaways/contests
Sunchase 2,141 1,325 Resident photos; animal photos; reminders; contests
The Retreat 1,197 1,403 resident photos; events; giveaways; small reminders
Office of Off-Campus Life 306 795 Reminders; giveaways; contests; community events
Key Trends
The Office of Residence Life should be aware of how off-campus living
utilizes their giveaways and event promotions. Most of the posts seen on
Instagram or Facebook are just pictures with few to no words and the captions
usually state the information. They should focus on reducing the amount of clutter
4

seen on the JMU Instagram and Facebook page to avoid an “eyesore”. JMU ORL
should post more giveaways and community events that involve students, like
what most competitors are doing. By taking this approach, residents can tag each
other on each post and bring more awareness amongst themselves, creating a
greater sense of community. Also, ORL should take advantage of story highlights
on their page. By taking advantage of this feature, ORL’s campaigns can always
be viewed by students even when they’re not technically running. This will help
students look at specific things such as, “Current Residents”, “Lifestyle”, or
“Dorm Ideas”. Finally, ORL should make use of the “story” feature that
Instagram and Facebook offer. This trend is becoming very popular among social
platforms and tends to create the most engagement among followers. If ORL
utilizes this feature to make announcements or highlights major events, they may
increase their engagement with their audience, creating a larger impact for
possible future residents.
Social Media Audit and Social Media Presence
Voice and Style
The overall ORL profile isn’t a very well-planned social media plan. They
lack in followers and engagement from their followers. The ORL profile picture is
a generic JMU Residence Life logo that is used across all their social media
platforms, which follow the JMU logo guidelines. When it comes to their social
media biography, it includes hashtags that they repeatedly use to keep up with
their theme. The hashtags consist of “#DukesLIVEON”, “#DukesLiveEngaged”,
5

“#DukesLiveSupported”, and “#JMU” to try and have a bigger reach on both their
Instagram and Facebook accounts.
Instagram
On the ORL Instagram account, the first thing that catches the eye is the
massive biography with five hashtags, a website link, and the ORL street address.
Looking further into depth, ORL doesn’t use many words in their caption and
instead use hashtags to send their message. They also don’t have creative content
with their pictures, instead they post pictures with words so they can show they’re
present on Instagram. Not running campaigns that are thoroughly planned is a
reason why they are failing when it comes to engagement and interaction amongst
their followers. One thing that ORL does well is posting and saving stories. They
are very good at saving those stories to their highlights based on the event.
Overall, the Instagram account needs a lot of work when it comes to their
presence and voice on social media. ORL needs to have a strategic approach to its
social media that engages both current and potential customers. It is noted that
with the constant postings that contain a high volume of words causes clutter on
the account and is harsh to the eye.
Current Instagram account:
6

Facebook
On Facebook, ORL follows the same tone as their Instagram. They have
the generic JMU profile picture and don’t use many words to get their point
across. They share posts from various JMU organizations and add their own
hashtags to try to gain a wider reach. They also post frequently about information
on ORL events happening and about freshman move-in information.
Audit Summary
Overall, there is an established consensus that the ORL social media
accounts need a lot of work to create a different style and voice when approaching
their audience. The most success in engagement we saw on their Instagram
account was the throwback stories and pictures campaign. ORL is encouraged to
keep up with these types of posts to keep engagement high and try to create a
bigger reach.
7

Publicity
On ORL’s website they have links to all their platforms on the bottom of
the page. They also have two widgets on their website that help lead people to
their social media platforms. ORL has their latest YouTube video and their twitter
feed that people can interact with. By including these features on their website,
they can drive traffic to all their social media platforms through their one site.
ORL’s Instagram, Twitter, and YouTube do a great job at connecting all
their platforms. The ORL Instagram and Twitter bio and the YouTube channel’s
“about” all include a link that leads to a website with links to their website,
Facebook, Instagram, Twitter, YouTube, and Pinterest.
On their Facebook, they link all their social media platforms under their
“Contact Info”. It is a little bit harder to find their social media platforms through
Facebook since you must click through a few pages to get to it, unlike their
website and Instagram.
Their Pinterest is good at leading people to their website, but not as much
to their social media platforms. They attempt to link all their social media
platforms by including, “Follow us on Facebook, Twitter, Instagram, YouTube,
and Snap Chat @jmureslife”. Although they do provide their handles for all their
platforms, it is harder for people to get to them since they can’t just click a link.
8

Stats/measurement
Overall insights (Facebook and Instagram combined)
9

The overall following of the ORL’s social media presence (Facebook and
Instagram) are 81% women and 18% men. Looking deeper into these insights, ORL is
mainly reaching women aged 45-54, who are most likely parents of students who are
engaging to make sure their student(s) are informed/ready when they move in. They are
also helping their student(s) find housing for their sophomore year, so they are more
likely to be paying attention to what ORL posts. Although lots of parents follow ORL on
social media, ORL does a good job reaching and engaging with actual college students as
well. 25% of the women reached and 7% of the men reached are ages 18-24. Even though
college students are engaging with ORL’s social media, women aged 45-54 (again, most
likely parents of students) are the most engaged with ORL’s posts.
Facebook Insights (Oct. 1, 2018 - Oct. 16, 2019)
10

Out of ORL’s total engagements of 9.3K, most of them are reactions. A reaction
is when someone hovers their mouse over the like button and they can choose to either
react by liking, loving, laughing, wowing, reacting sad, or even angry. Only 1.3K people
have commented and only 828 people have shared posts. While a lot of people are
reacting to the posts, implying that they have seen it, not many people are commenting
and truly engaging or sharing the posts. If more people comment/tag others, the post will
be able to reach more people, spreading ORL’s content even further around the JMU
community.
11

ORL’s Facebook traffic also increases during times when students are looking for
housing options. The spike in October is around when students and their parents first start
looking for options, creating a large spike in traffic. The spike in December is most likely
students returning home for winter break and talking with their parents about potential
living options for the next school year. Finally, more people visit ORL’s Facebook page
in August because school is about to start, and they may have questions about their dorms
or other on-campus housing options.
Instagram Insights (Oct. 1, 2018 - Oct. 16, 2019)
12

Out of the 4.5K engagements on ORL’s Instagram page, 4.4K were likes and only
65 were comments. This means that people aren’t truly engaging with their content,
they’re only liking and scrolling on. While this does mean 4.4K people saw the content,
they may not be retaining it and they are not sharing it with other people.
Engagement is also highest in the summer months, specifically towards the end
when school is about to start up. People are most likely starting to have more questions
about their dorms and viewing the ORL’s social media pages more often.
Conversation Analysis
The sentiment analysis that Hootsuite provided for ORL gives valuable
insights into their posts and engagements. This Hootsuite analysis included
inbound messages received from October 1st, 2018 to October 16th, 2019.When
looking at the comments, posts by others, and private messages received on
Facebook, out of 286 messages received: 101 were positive, 27 were negative,
and 158 were neutral. When looking at Instagram, there were no negative
messages, but there were 16 neutral and 20 positives.
13

The main messages sent out by ORL include job openings, common dorm
issues, and contests. ORL’s Instagram mostly contains flyers providing various
types of information. The posts that get the most engagement are the ones with
students in the picture and their various contests.
JMU ORL is mostly mentioned in the beginning of the fall semester when
students are moving in by other JMU accounts. They use various hashtags
including “#DukesLIVEON” and “#DukesLiveSupported.” They have these
hashtags in their bio, on all their flyers and most captions. These hashtags do not
seem to have much of an effect on the engagement. ORL does not have many
comments on pictures. The comments are usually a student tagging other students.
ORL only responds to the comments that ask specific questions. For example, an
account asked, “What about the village...windows aren’t standard...suggestions?”
and JMU ORL responded saying “you can still prop a box fan in the window
because they tilt! Students have been doing this for years!” This response was
very engaging and ORL was quick to answer the question.
14

Social Media SWOT Analysis
Social Media Objectives and Budgeting
1. JMU ORL’s Instagram page followers increased from 995 to 1,643 last year which is a
39.4% increase. This year, we will exceed that and increase the followers by 45%, or 739
followers, from May 1, 2020 - May 1, 2021, by posting more content of students and
engaging student interaction.
o Specific: Increase Instagram page followers by posting more content of students
and engaging student interaction
o Measurable: Measure the number of followers (45% ~ 739 followers)
o Action-Oriented: Posting more content of students and engaging student
interaction
15

o Realistic: 45% of 1,643 Instagram followers is only approximately ~ 739
followers
o Time-Lined: One year, May 1, 2020 - May 1, 2021
2. JMU ORL’s Facebook page total followers increased from 3,000 to 3,753 last year which
is a 25.1% increase. This year, we will exceed that and increase total page followers by
30%, or 1,126 followers, from May 1, 2020 to May 1, 2021, by implementing creative
strategy tactics.
o Specific: Increase Facebook page followers by implementing creative strategy
tactics
o Measurable: Measure number of followers (30% ~ 1,126 followers)
o Action-Oriented: implementing creative strategy tactics directly to JMU groups
o Realistic: 30% of 3,878 followers is approximately 1126 followers
o Time-lined: One year, May 1, 2020 - May 1, 2021
3. JMU ORL’s Facebook page has 3,753 followers and 1,689, or 45% of total followers, are
between the age of 45 and 64. We will increase the number of followers in this age range
by 15%, or 253 followers, from May 1, 2020 to May 1, 2021, by implementing engaging
tactics tailored to parents.
o Specific: Increase Facebook engagement with people ages 45-64 (most likely
parents)
o Measurable: Measure number of followers (15% ~ 253 followers)
o Action-Oriented: Implementing engaging tactics tailored to parents
o Realistic: 15% of followers from the ages 45 to 64 is only 253.
o Time-lined: One year, May 1, 2020 - May 1, 2021
16

Target Audience Insights
Which segments should be targeted?
We will be targeting parents of students, freshmen, transfer students, and students
planning on studying abroad. We chose these targets because these groups are most likely to live
on-campus. Freshmen are likely to live on-campus because they may not have a car and like the
convenience of being close to class. Although Harrisonburg has a good transportation system,
many students don’t like depending on a bus system where they can’t rely on the time for
pickups and drop-offs. Additionally, students like going back to the comfort of their own home
in their own time, thus many stay on campus to not worry about parking and distance. Transfer
students are likely to live on campus if they transferred from another school and they don’t know
people who to live with. Transfer students are also concerned about living in a new city, meaning
they might not know the bus system and how to get around campus. The convenience for them to
walk to class and understanding the culture of James Madison University is a top choice as to
why they would want to live on campus. Lastly, students planning to study abroad would want to
live on campus because they want to pay for what they are using. If they will be abroad for a
semester, they don’t want to pay monthly rent with utilities for not using their house.
Additionally, those who live off campus have the struggle of finding people to take over their
lease for the months abroad and have no guarantee of someone taking over their lease. This is a
cause for concern for many students because they don’t want to spend more money than they
have planned.
Lastly, parents of the students are sometimes the decision makers. While some students can
afford off campus living, many parents are the ultimate decision makers, especially if they’re
paying the rent. Thus, targeting parents is another good way to bring more students to sign up for
17

on-campus living. Many parents are concerned with the safety of their child, location, and
comfort. Parents can be comfortable with their children studying on-campus again because JMU
campus provides that and more to their students. Additionally, parents already know the way that
dorms work and have a good idea of how the buildings are, thus they are already familiar with
the settings and area.
In which zones and communities do they participate?
The zones that these segments participate in are social community and social publishing.
All of these different segments are Generation Z which means that they primarily use YouTube,
Instagram, and Snapchat to get their information.
For the parent’s segment, they also participate in the social community and social
publishing, but differ by being Generation X. They have a different aspect and approach to social
media which means they primarily use Facebook, Youtube, and Instagram to gather their
information.
18

Statista: Mobile apps where internet users in the United States have increased their usage as of
May 2018, by age group
Statista: Most popular social networks and apps according to Gen Z social media users in the
U.S. as of January 2019, based on daily usage
* From May 2018 - January 2019, there was a 18.18% increase of Instagram usage from Gen Z
19

Statista: Reach of leading social networking sites used by Generation X online users in the
United States as of 3rd quarter 2019
Statista: Weekly time spent by U.S. population accessing the internet via computer as of 1st
quarter 2018, by age group
20

Statista: Weekly time spent by U.S. adults watching video content via smartphones as of 1st
quarter 2018, by age group
How do they use social media?
Gen Z are very involved with social media, with 44% of Gen Z checking their social
media on an hourly basis (Durfy, 2019). With Gen Z checking their phones so frequently, this
indicates that many like to communicate with their peers on social media platforms such as
Snapchat and Instagram. They primarily use Snapchat to communicate with their friends by
sending selfies to large groups of friends. They start building their own type of community this
way amongst friends or social groups. For social publishing, they like to share videos on
YouTube, post selfies on snapchat, and build their self-brand by posting Instagram pictures.
Also, 95% of GenZers use YouTube in general and around 72% watches YouTube on a daily
basis (Durfy, 2019). All of these social platforms are accessed through one common device - a
cell phone. The primary access to their social media platforms was from their Apple iPhone. In
21

Piper Jaffray’s Taking Stock of Teens survey, 83% of teens owned an iPhone, the most used
device by this generation by far (Green, 2019).
What is important to them?
These students have common values like affordable and reasonable housing. It is
important to them to have something that they can afford while still living somewhere they
would enjoy. Another important factor when looking into housing is having something that is
close to campus. If these students don’t have a car, it is important for them to live somewhere
they can get to campus by walking or through the Harrisonburg Public Transportation Service.
Students who are studying abroad for a semester are also looking for something that is
reasonable for the amount of time they are at JMU. They don’t want to pay extra for housing that
they won’t even be living in for a semester. For example, if they are studying abroad for a
semester, they only want to pay for the housing they will be using instead of paying a spring and
summer rent. Finally, it is very important for them to live somewhere that their friends are living.
After being on campus for a year, most people have a set group of friends that they want to live
with, whether on-campus or not. Students want to live in an area where community is important
whether it is to be with their close friends or make new friends.
As for the parents, they also have the common concerns but mostly economical and
safety. Though some parents may look for the cheapest rent, they want to look for housing that
makes economic sense. If they know their child doesn’t have transportation measures and needs
a vehicle to get to certain places, they know that an alternative option could be for their child to
live on campus. Parents are also concerned with their child’s safety and many don’t know the
system for those who live off campus, such as response time to emergencies, the closest hospital,
22

and other measurements that all lead up to their child’s safety. Parents already feel vulnerable
sending their child to school to live on campus, so they don’t want to worry about their child’s
safety if they have off-campus housing in the middle of nowhere. Since their child already has
done one year of on-campus living, parents can feel relieved to know there is an off-campus
option as well.
Social Media Personas
Freshman Student
23

Study Abroad Student
Transfer Student
24

Parent
Social Zones
Social Community
ORL’s mission focuses on “designing and maintaining a caring environment that
encourages academic success, respect, personal growth and responsibility to one's community”.
At the core of all our objectives, we are aiming to increase the following of and engagement with
ORL’s social media accounts to grow and strengthen the community surrounding those living or
considering living on campus.
25

Our strategy is to engage in multi-way communication and start a conversation about on
campus living while simultaneously encouraging those who have lived or currently live on
campus to share their experiences with other members of the social community.
Our target audience are primarily engaging with our content through social media
platforms to build and maintain a relationship with the ORL brand.
Creative Strategies
Campaign 1: ORL Scavenger Hunt
Campaign title: ORL Scavenger Hunt

Objective(s) met with this campaign: JMU ORL’s Instagram page followers increased from
995 to 1,643 last year which is a 39.4% increase. This
year, we will exceed that and increase the followers
by 45%, or 739 followers, from May 1, 2020 - May 1,
2021, by posting more content of students and
What stage of the sales funnel does This campaign targets the awareness stage of the sales
this campaign target (i.e., awareness, funnel. This campaign will help our target audience
evaluation, acquisition, engagement, become aware of the different residence halls
or advocacy)? available to upperclassmen. Many students may not
be aware of their options for living on campus after
this first year are until after this campaign.
When will the campaign run (i.e., This campaign will run from Thursday, September
month(s), week(s), etc.)? 24th - Thursday, October 1st.
What target audience(s) does the The ORL Scavenger Hunt will appeal to the freshmen
campaign appeal to? students.
Describe the overall campaign and This campaign will be a fun, interactive experience
experience: for freshmen. Every day during this campaign, ORL
will post a fun fact about a certain upperclassmen
residence hall. Once a student figures out which hall it
is, they are encouraged to go to that hall and take a
picture outside the sign. The student will then post a
picture on their Instagram page or story with hashtag
#ORLScavHunt and tag JMU ORL Instagram page. If
students post with all eight residential buildings, they
will be entered into a drawing to win a $50 Starbucks
gift card.
26

Inspiration for this campaign: The inspiration behind this campaign is that often
freshmen aren’t aware of all the various on-campus
living options that they have. Freshmen often only
hear about Grace Street Apartments and don’t realize
that there are other options.
Campaign message (i.e., single “There are many nice places to live on campus after
minded thought that you want to elicit freshman year that I didn’t know about”
from your target audience(s):
Theme(s)/tone of voice to use with We will use an enthusiastic but informative tone of
justification: voice. This tone will make participants excited to
participate in the scavenger hunt while also giving
them valuable information.
Creative appeal: This campaign takes on both the adventure appeal and
social appeal. is campaign takes on the adventure
appeal because it is an adventure to go find each hall.
This also creates a social appeal because it engages
our target audience and makes them post with the
hashtag #ORLScavHunt.
How will you make your audience We will make our audience care by providing an
care and what will you make them incentive (a Starbucks gift card). We will make them
care about (i.e., emotionally, care about going and seeing each hall so that they
intellectually, aesthetically; hint: know what the options are.
think about the Ted Talk by Andrew
Stanton)?
Target audience(s) will find it via We will run this campaign via Instagram. This
(i.e., what platform(s) will you use?): campaign will use both Instagram stories and normal
posts.
They will share and engage with the Students will share and engage with the scavenger
content/experience because: hunt because they will be motivated to win a
Starbucks gift card.
They may not share or engage with Students may not share or engage with the scavenger
the content/experience because: hunt because they don’t want to ruin their personal
brand, or they don’t want to walk across campus to
find each hall.
Resources required: Starbucks gift cards
Key people, organizations, and/or Starbucks
influencers:
Will you use any hashtags? #ORLScavHunt
Cost: $150 (Three $50 gift cards)
Metrics to measure success (make We will measure the change in number of followers
sure these metrics measure the and number of mentions of the #ORLScavHunt.
objective(s) listed above):
27

Example 1:
Caption: Want to be entered to WIN a $50 Starbucks gift card?! All you must do is participate in
our upperclassmen on-campus living scavenger hunt! ** Follow us all week 9/24 - 10/1 to see a
hint, find that hall, then post an Instagram story with #ORLScavHunt! ** Winner will be
announced 10/2
Example 2:
28

Caption: Day one of our ORL Scavenger hunt starts off at the one and only…. The Quad! **
Know what residence hall this is?? Post a story with the sign out front of the hall with
#ORLScavHunt
Campaign 2: Dorm Decor
Campaign title: ORL

Dorm Decor Contest
Objective(s) met with this campaign: JMU ORL’s Instagram page followers increased from
995 to 1,643 last year which is a 39.4% increase. This
year, we will exceed that and increase the followers
by 45%, or 739 followers, from May 1, 2020 - May
1, 2021, by posting more content of students and
What stage of the sales funnel does This campaign targets the engagement stage of the
this campaign target (i.e., awareness, sales funnel. This campaign encourages engagement
evaluation, acquisition, engagement, among the students. Students will be able to engage
or advocacy)? with ORL when they tag and submit pictures of their
dorm rooms.
When will the campaign run (i.e., This campaign will run from August 31 - September
month(s), week(s), etc.)? 11, 2020 and January 18-29, 2021
What target audience(s) does the The ORL Dorm Decor Contest will attract mostly girl
campaign appeal to? Freshman and Sophomore students.
Describe the overall campaign and This campaign will be a fun, interactive experience
experience: for students. ORL will post an Instagram post
29

explaining the “rules” and reward of the contest.

Students will be directed to post on their Instagram
page, Instagram story or send an Instagram direct
message of a picture of their decorated dorm room
from August 31st to September 4th. If they decide to
post on their page or story, they should tag JMU ORL
to ensure they get entered into the contest. After
September 4th, JMU ORL will pick the top 10 dorm
rooms and have followers vote via Instagram story.
The winner will be chosen at the end of the second
week and will win a $50 JMU bookstore gift card and
a brochure of on-campus housing options.
Inspiration for this campaign: The inspiration behind this campaign is that JMU
ORL did something like this last year. Although it
seemed like not many students were involved. By
having students post and tag JMU ORL and vote
through the Instagram story will drive more students
to enter, compete and vote.
Campaign message (i.e., single “There are so many different ways to decorate the
minded thought that you want to elicit dorm room, maybe I’ll live here again next year!!”
from your target audience(s):
Theme(s)/tone of voice to use with We will use an enthusiastic tone of voice. This tone
justification: will make participants excited to participate and to
show off their dorm that they worked so hard on.
Creative appeal: This creates a social appeal and encourages students
to post and engage with the JMU ORL
Instagram page by submitting pictures and voting for
their favorite dorm.
care and what will you make them incentive (a bookstore gift card). We will make them
care about (i.e., emotionally, care about submitting pictures of their dorms and
intellectually, aesthetically; hint: think
voting for their friends’ submissions.
about the Ted Talk by Andrew
Stanton)?
Target audience(s) will find it via (i.e., We will run this campaign via Instagram. This
what platform(s) will you use?): campaign will use both Instagram stories and normal
posts.
They will share and engage with the Students will share and engage with the content
content/experience because: because they will be motivated to win a bookstore
gift card and excited to show off their dorm rooms.
Students will also tell their friends to follow JMU
ORL so they can vote for their dorm to help them
win.
They may not share or engage with Students may not share or engage with the contest
the content/experience because: because they didn’t spend much time decorating their
30

dorm room or they don’t want to ruin their personal

brand.
Resources required: n/a
Key people, organizations, and/or n/a
influencers:
Will you use any hashtags? n/a
Cost: $50
Metrics to measure success (make We will measure the change in number of followers,
sure these metrics measure the the number of contestants and the number of voters.
Example:
31

Caption: Want to WIN a $50 bookstore gift card?! Submit a picture of your dorm room to be
entered!! ** Submit pictures by direct message or tagging us in you post or story from 8/31 to
9/4! ** Vote on our Instagram story for your favorite dorm from 9/7 to 9/11!
Campaign 3: Interactive Instagram Stories: ASK ORL
32

Campaign title: Ask ORL

Objective(s) met with this JMU ORL’s Instagram page followers increased from
campaign: 995 to 1,643 last year which is a 39.4% increase. This
year, we will exceed that and increase the followers by
45%, or 739 followers, from May 1, 2020 - May 1,
2021, by posting more content of students and
What stage of the sales funnel does This campaign targets the awareness stage of the sales
this campaign target (i.e., awareness, funnel. This campaign will give our target audience the
evaluation, acquisition, engagement, opportunity to become more aware of what is it like to
or advocacy)? live on campus, what the available options are and
answer any questions they might have as they prepare
to move further in the sales funnel.
When will the campaign run (i.e., This campaign will run from May 1, 2020 - May 1,
month(s), week(s), etc.)? 2021. Content will be posted on a weekly basis with
content being deployed throughout the day every other
Tuesday.
What target audience(s) does the This campaign will appeal to all four of our target
campaign appeal to? audiences. Freshman, transfer students, parents and
students considering studying abroad will all benefit
from and engage with a platform to answer all their
questions about on campus housing.
Describe the overall campaign and We will deploy Instagram stories from the ORL
experience: Instagram account on for students, parents and any
followers to ask questions about anything regarding
ORL. We will save the stories on a FAQ highlight
stream on the main page so that new followers can
view the stories that they miss, and people can go back
and reference them.
Inspiration for this campaign: The inspiration behind this campaign came from the
idea that a huge factor in JMU students deciding on
their living arrangements is based on information or
lack thereof. Instagram stories “ask me anything”
feature is an easy and fun way to generate engagement
and simultaneously answer questions our audience
might have and not know how to answer.
Campaign message (i.e., single “The Office of Residence Life was able to clearly
minded thought that you want to answer all of my questions about on campus housing.”
elicit from your target audience(s):
Theme(s)/tone of voice to use with The tone of voice for this campaign will be transparent,
justification: knowledgeable, helpful, approachable, and
informative. This tone will make participants eager to
participate in asking questions through the “Ask Me
Anything” Instagram feature and believe that they are
getting accurate answers to their questions.
33

Creative Appeal: Social: Students will be able to ask questions and

interact with ORL. This will be a good way to gain
trust with the brand.
How will you make your audience We will make our audience care because of the
care and what will you make them valuable information we will be sharing through this
care about (i.e., emotionally, campaign. We will make our audience care by
intellectually, aesthetically; hint: providing an incentive (a Starbucks gift card). We will
think about the Ted Talk by Andrew make them care about going and seeing each hall so
Stanton)? that they know what the options are.
Target audience(s) will find it via We will run this campaign via Instagram Stories in the
(i.e., what platform(s) will you Instagram app utilizing the “ask me anything” feature.
use?):
They will share and engage with the Our target audience will share of engage with our
content/experience because: campaign content because choosing a housing options
is a big investment and requires gathering a lot of
information in order to make a smart decision. If we
provide our audience with an opportunity to get all
their questions answers in a timely manner, they will
benefit from seeing that. We believe that this will in
turn increase followers because people will want the
opportunity to engage each week as well as keep up
with questions that other people are asking.
They may not share or engage with Our target audience may not share of engage with our
the content/experience because: campaign content because is easy to scroll past
Instagram stories and they might lack interest. Another
reason they may not engage is if they don’t have any
questions to ask during the They might not have any
questions to ask during the 24 hours the “ask me
anything” post is up.
Resources required: • ORL staff knowledge of rules and regulations
regarding on campus living (ex: what you can
and can’t have in a room when you live on
campus)
• Knowledge of pricing and options
• ORL staff or JMU resources regarding
campus/dorm facts and history
Key people, organizations, and/or ORL

influencers:
Will you use any hashtags? #AskORL
Cost: $0
Metrics to measure success (make We will measure the change in number of followers
sure these metrics measure the from May 1, 2020 to May 2021.
Example 1 and 2:
34

Example of the Instagram Story post using the question sticker and an example of a possible
response to a question about bringing cars on campus.
Example 3:
Example for the Ask ORL Instagram highlight where all the responses would be archived.
Campaign 4: Virtual Dorm Tour
35

Campaign title: Virtual Dorm Tour

Objective(s) met with this campaign: JMU ORL’s Facebook page total followers increased
from 3,000 to 3,753 last year which is a 25.1%
increase. This year, we will exceed that and increase
total page followers by 30%, or 1,126 followers, from
May 1, 2020 to May 1, 2021, by implementing
creative strategy tactics.
What stage of the sales funnel does For this campaign, it would be a part of the evaluation
this campaign target (i.e., awareness, sales funnel because at this point of the campaign,
evaluation, acquisition, engagement, students are looking at second-year housing are
or advocacy)? looking at their alternatives.
When will the campaign run (i.e., The campaign will run for a period of 9 months from
month(s), week(s), etc.)? May 1st, 2020 to January 2021
What target audience(s) does the The target audience will be for freshman who are
campaign appeal to? looking for second year housing for their sophomore
year and for perspective study abroad students.
Describe the overall campaign and This campaign is a great virtual, interactive experience
experience: for students to explore inside the dorm rooms. ORL
will post once a month of a virtual tour of the featured
upperclassmen dorms (Apartments on Grace, Ashby,
Converse, Gifford, Jennings, Logan, Shenandoah B
Side, and Wampler). After each virtual tour, ORL will
be posting every week after some fun facts and
interactive polls about the dorms. Short clips will be
posted on both Instagram and Facebook which will
link a full video to the YouTube page. After students
watch the video ORL can encourage students to post
on their story of their application for filmed out. From
there, students would be entered into a contest for
$100 to Starbucks.
Inspiration for this campaign: The inspiration behind this campaign is from personal
experience as freshmen. Many students when coming
into their first year don’t know what any of the dorms
look like from the inside. This campaign will help
second year students have a second option when
looking at on-campus housing.
Campaign message (i.e., single “I didn’t know I could live on-campus for a second
minded thought that you want to year!”
elicit from your target audience(s): “Living on-campus just became time and money
saving”
Theme(s)/tone of voice to use with The tone of voice will be enthusiastic and fun for the
justification: viewers to feel excited about the dorms.
Creative appeal: Social Appeal - Students would interact with the
virtual by participating in polls to choose the next tour
of dorms and they will participate in a raffle to win a
prize.
36

How will you make your audience The audience will care because of the information on
care and what will you make them how the dorms look from the inside. People who
care about (i.e., emotionally, engage with these posts will be more incentivized to
intellectually, aesthetically; hint: sign up for living on-campus for a second year with
think about the Ted Talk by Andrew the JBL speaker reward.
Stanton)?
Target audience(s) will find it via ORL will run this campaign via Instagram and
(i.e., what platform(s) will you Facebook. They will post on stories that link to the full
use?): video on YouTube. Posts on Instagram will have a
page for IGTV and for Facebook they will post the full
vides on their timeline.
They will share and engage with the Students will share and engage with the content
content/experience because: because they will be more inclined to check out the
ORL website to look at their second-year
options/study abroad alternatives. Students could share
about the account through word of mouth.
Additionally, students could encourage to sign for a
second year since there is a prize.
They may not share or engage with Student may not share or engage with the content
the content/experience because: because they don’t feel like it’s socially acceptable to
be talking about living on-campus for a second year or
because they don’t like reposting about JMU
accounts.
Resources required: Professional Camera
Key people, organizations, and/or n/a
influencers:
Will you use any hashtags? #DukesOnCampus
Cost: $100
Metrics to measure success (make Measurement will be in the increase of followers to
sure these metrics measure the the ORL Instagram, the amount of engagement
objective(s) listed above): through people posting their application status with
tagging ORL and the hashtag, and the amount of
engagement through viewers on ORL’s Instagram
page.
37

Example 1:
Caption: Want to know what the inside of a upperclassmen dorm room? #DukesLiveSmarter **
Don’t know where to live next year? #DukesLiveSmarter
Example 2:
38

Campaign 5: Why I Live On
Campaign title: #WhyILiveOn

Objective(s) met with this JMU ORL’s Facebook page has 3,753 followers and
campaign: 1,689, or 45% of total followers, are between the age of
45 and 64. We will increase the number of followers in
this age range by 15%, or 253 followers, from May 1,
2020 to May 1, 2021, by implementing engaging tactics
tailored to parents.
What stage of the sales funnel does Evaluation/Consideration – parents/students who are in
this campaign target (i.e., the consideration stage will already be looking for
awareness, evaluation, acquisition, information to help them decide. By showing these
engagement, or advocacy)? stories from students who have already lived on campus,
they may be prompted to move into the decision stage
and #LiveOn.
When will the campaign run (i.e., April 1, 2020 – May 1, 2020
month(s), week(s), etc.)?
What target audience(s) does the Parents of students who are looking for housing for their
campaign appeal to? next year at JMU. Appeals to students too who are
looking on their own.
Describe the overall campaign and Students will be given a chance to win a Dunkin Donuts
experience: gift card by submitting a short paragraph about why they
like living on campus and a picture(s) of them in their
dorms. Students will describe the things they like best
about living on campus and/or experiences they had
living on and use the hashtags #LiveOn and
#WhyILiveOn. JMU ORL can then take these short
paragraphs and pictures and use them to create content
that can help future students make the decision to live on
campus.
Inspiration for this campaign: The inspiration behind this campaign is to be able to
have real experiences and stories from students who
lived on campus in the past. Rather than just creating
another infographic, these testimonials will help
upcoming students see how much of an impact living on
campus has.
Campaign message (i.e., single “I didn’t know living on campus had that big of an
minded thought that you want to impact on so many students. I want to have that same
elicit from your target audience(s): experience that these students had by living on campus
myself!”
Theme(s)/tone of voice to use with We will use an enthusiastic tone in order to get students
justification: excited to participate and share their stories.
Creative appeal: Emotional – campaign appeals to people’s emotions
because they want to share the good feelings/experiences
39

others have shared when they are looking to live on

campus.
care and what will you make them incentive (Dunkin Donuts gift card). We will make them
care about (i.e., emotionally, care about living on campus and benefits that living on
intellectually, aesthetically; hint: has by sharing the stories of other students who have
think about the Ted Talk by lived on before.
Andrew Stanton)?
Target audience(s) will find it via We will be running this campaign on Facebook. We
(i.e., what platform(s) will you want to reach the parents of college students who are
use?): looking for housing for the upcoming year.
They will share and engage with Parents: parents will share and engage because they see
the content/experience because: how living on has impacted other students and they want
the same for their child. They may also share so that
other parents who may have kids at JMU can see.
Students: They will share and engage first because of the

incentive provided, but also because there is a sense of
community created through this campaign that they will
want to take part in.
They may not share or engage with Parents: parents may not share because they know their
the content/experience because: student won’t be living on campus/signed another lease.
Students: Some students may not share because they

don’t drink coffee and the incentive doesn’t mean
anything to them. Another reason could be that they had
a bad experience while living on campus and don’t have
anything positive to share.
Resources required: $50 Dunkin Donuts gift card
Key people, organizations, and/or Dunkin Donuts
influencers:
Will you use any hashtags? #WhyILiveOn #LiveOn
Cost: $50
Metrics to measure success (make We will measure the change in the number of
sure these metrics measure the followers and shares on Facebook during this campaign.
40

Example:
Example of a post for the Facebook page with caption: Great way to see why others live on
campus and help persuade students on the fence about living on or off.
Example submission: “I #LiveOn because of the great sense of community. I am always meeting
new people who live in the dorms around me and love being a part of campus.”
41

Campaign 6: Sice a Slice
Campaign title: Sice a Slice

Objective(s) met with this campaign: JMU ORL’s Instagram page followers increased
from 995 to 1,643 last year which is a 39.4%
increase. This year, we will exceed that and increase
the followers by 45%, or 739 followers, from May 1,
2020 - May 1, 2021, by posting more content of
students and engaging student interaction.
What stage of the sales funnel does This campaign targets the awareness and
this campaign target (i.e., awareness, engagement stage of the sales funnel. This campaign
evaluation, acquisition, engagement, or will create awareness among people who haven’t
advocacy)? heard about the different on-campus living options.
This campaign also targets people who are already
aware of the options but encourages engagement.
Students will be able to engage with ORL both on
Instagram when they tag and follow us but also in
person at our table outside of Dhall.
When will the campaign run (i.e., 8/31/20 - 9/4/20 from 11am until all the pizza is gone
month(s), week(s), etc.)?
What target audience(s) does the This campaign appeals to freshmen and students
campaign appeal to? planning on studying abroad.
Describe the overall campaign and This campaign will occur during the second week
experience: back from summer. We will set up a table outside of
Dhall with boxes of pizza, flyers, and a computer set
up for online applications. Students who come by
wanting a slice of pizza will have to follow us on
Instagram and post a selfie on their story with their
pizza tagging JMU ORL and #SiceASlice. After we
confirm the student followed us and posted a selfie
with the pizza, we will enter them into a contest to
win a 43” Sceptre TV. After the week has ended, we
will announce the winner via our Instagram story and
DM the winner.
Inspiration for this campaign: Our inspiration for this campaign was that college
students are very motivated by food and prizes. This
campaign takes place during a busy week on campus
and during a time that people have just moved in so
may be looking for a TV and may not have a dining
plan yet.
Campaign message (i.e., single minded “There are more benefits than I originally thought
thought that you want to elicit from about living on campus!”
your target audience(s):
42

Theme(s)/tone of voice to use with We will use an informational and enthusiastic tone.
justification: We chose these tones of voice because we will be
giving out information but, in a fun, positive way.
Creative appeal: Informative
How will you make your audience care We will make our audience care emotionally by
and what will you make them care relating JMU ORL to positive things (free pizza and
about (i.e., emotionally, intellectually, TV). We will make them care about signing a
aesthetically; hint: think about the Ted contract to live on-campus because they will have a
Talk by Andrew Stanton)? positive association with JMU ORL.
Target audience(s) will find it via (i.e., Our target audiences will find this campaign via
what platform(s) will you use?): Instagram.
They will share and engage with the Students will share and engage with our content
content/experience because: because they will be motivated to be entered to win a
TV and will want a piece of pizza.
They may not share or engage with the Students may not share and engage with our content
content/experience because: if they are worried about their personal brand. They
may not want to follow an account that they don’t
care about and they may not want to post a story for
their followers to see.
Resources required: Domino’s pizza, table outside Dhall, and a TV
Key people, organizations, and/or People who work at JMU ORL will have to staff the
influencers: table during this week.
Will you use any hashtags? #SiceASlice
Cost: $139.99 (TV) and $200 (5 pizzas a day at $8 each for
5 days)
Metrics to measure success (make sure We will measure the change in number of followers
these metrics measure the objective(s) and number of mentions of the #SiceASlice.
listed above):
43

Example 1:
Caption: Come see us in front of DHall every day this week starting at 11am for FREE pizza and
your chance to win a 43” Spectre TV!! All you must do is follow @jmureslife, post a selfie on
your story using #SiceASlice and tag @jmureslife and you’ll be entered to win!
Example 2:
Example of a student posting a selfie with their pizza, using #SiceASlice, and tagging JMU
ORL’s Instagram.
44

Activation Plan and Social Media Content Calendar
Activation Plan
Campaign Price
ORL Scavenger Hunt $150
Dorm Decor Contest $100
Ask ORL $0
Virtual Tours $100
#WhyILiveOn $150
Sice a Slice $340
TOTAL: $840
We plan on making this plan happen by having Alicia, the Social Media and Marketing
Coordinator for JMU ORL set deadlines and be the head of the campaigns. If JMU ORL is
successful in hiring an intern, the intern will be held responsible for publishing all social media
posts. If an intern is not hired, Alicia will be held responsible for posting all the content. We will
make sure that all our content is posted on time by utilizing the existing Hootsuite platform. We
will make sure that all our posts are on our Hootsuite platform by April 25th, 2020 so that our
campaigns can start on time.
Our budget was $1,500 and we only spent $840. We plan to utilize the extra money by
giving away more gift cards in campaigns that are going well or giving the intern (if we have
one) an extra bonus.
45

Our plan is consistent with JMU ORL’s larger objectives because it builds their
reputation on campus. JMU ORL wants students to live on campus for more than one year and
by building this social media campaign, we will help them reach their overarching goals. We will
also make sure that all our campaign posts are in line with JMU’s branding guidelines. By
creating posts that go with the branding guidelines, we will ensure that our campaigns are
consistent with JMU’s brand.
Content Calendar
Manage and Measure
Our objective for Instagram is to increase followers by at least 739 accounts from May 1,
2020- May 1, 2021. In order to keep track of the number of followers, we will do an audit using
Hootsuite Analytics on the last day of each month to track ORL’s total followers and monitor the
change from the month prior. This will allow us to tweak the individual campaigns accordingly
as the year progresses depending on being on track or not to reaching the objective of a 45%
increase in following.
Our first objective for Facebook is to increase total followers of the ORL page by at least
1,126 from May 1, 2020- May 1, 2021. In order to keep track of the number of followers, we will
do an audit using Facebook Insights on the last day of each month to track ORL’s page total
followers and monitor the change from the month prior. This will allow us to tweak the
46

individual campaigns accordingly as the year progresses depending on being on track or not to
reaching the objective of a 30% increase in following.
Our second objective for Facebook is to increase followers of the ORL page that are 45-
64 years old by at least 253 people from May 1, 2020- May 1, 2021. In order to keep track of the
number of followers in that specific age group, we will do an audit using Facebook Insights on
the last day of each month to track ORL’s page followers between 45 and 64 and monitor the
change from the month prior. This will allow us to tweak the individual campaigns accordingly
as the year progresses depending on being on track or not to reaching the objective of a 15%
increase in parents.
We will track metrics using Hootsuite and Facebook Insights. Since ORL is already using
these social media management tools, no additional budget will be needed.
Regarding standards of conduct, ORL should maintain full transparency when posting
about on campus housing options. All information provided to students, parents and the JMU
community is expected to be true and up to date. For example, amenities or perks that do not
exist should never be advertised through social media or any ORL marketing efforts.
Additionally, for any campaigns that have a contest factor, the winners must be chosen
fairly and be awarded whatever prize is advertised for that campaign.
ORL should pay special attention to JMU’s branding guidelines for all content created for
social media postings. If the campaign calls for reposting content from another account, they
must make sure all content reposted on their social media is appropriate and representing JMU in
a positive way.
47

Citations
AudienceProject. (January 17, 2019). Leading online video platforms in the United States in
November 2018, based on reach [Graph]. In Statista. Retrieved December 03, 2019,
from https://www.statista.com/statistics/266201/us-market-share-of-leading-internet-
video-portals
AudienceProject. (January 17, 2019). Leading online video platforms in the United States in
November 2018, based on reach [Graph]. In Statista. Retrieved December 03, 2019,
from https://www.statista.com/statistics/266201/us-market-share-of-leading-internet-
video-portals
AudienceProject. (October 3, 2019). Reach of leading social networking sites used by
Generation X online users in the United States as of 3rd quarter 2019 [Graph]. In Statista.
Retrieved December 03, 2019, from https://www.statista.com/statistics/304856/leading-
social-networks-gen-x-usa/
Aspen Heights Harrisonburg. (n.d.). Retrieved
from https://www.facebook.com/AspenHeightsHarrisonburg/.
Aspen Heights JMU (@aspenheightsjmu) • Instagram photos and videos. (n.d.). Retrieved
from ://www.instagram.com/aspenheightsjmu/.
Bluestone Residence Halls. (n.d.). Retrieved November 15, 2019,
from https://www.jmu.edu/orl/our-residence-halls/area-bluestone.shtml.
Charleston Townes. (n.d.). Retrieved from https://www.facebook.com/CharlestonTownes/.
48

Charleston Townes: JMU (@charlestontownes) on Instagram. (n.d.). Retrieved from
https://www.instagram.com/charlestontownes/.
Copper Beech JMU (@copperbeech_jmu) • Instagram photos and videos. (n.d.). Retrieved
from https://www.instagram.com/copperbeech_jmu/.
Copper Beech Townhomes Harrisonburg, VA. (n.d.). Retrieved
from https://www.facebook.com/copperbeechjmu/.
Durfy, L. (2019, February 21). Millennials vs Generation Z on Social Media. Retrieved
from https://www.postbeyond.com/blog/millennials-genz-social-media/.
eMarketer. (August 16, 2019). Most popular social networks and apps according to Gen Z social
media users in the United States as of January 2019, based on daily usage [Graph].
In Statista. Retrieved December 03, 2019,
from https://www.statista.com/statistics/306947/us-teens-social-media-apps-dau/
eMarketer. (September 26, 2018). Mobile apps where internet users in the United States have
increased their usage as of May 2018, by age group [Graph]. In Statista. Retrieved
December 03, 2019, from https://www.statista.com/statistics/934046/selected-mobile-
apps-increased-usage-by-internet-users-usa/
Foxhill Townhomes (@foxhilltownhomes) • Instagram photos and videos. (n.d.). Retrieved
from https://www.instagram.com/foxhilltownhomes/.
Foxhill Townhomes. (n.d.). Retrieved from https://www.facebook.com/foxhilltownhomes/.
JMU Identity Colors. (n.d.). Retrieved October 22, 2019 https://www.jmu.edu/identity/our-
style/color.shtml
JMU - Office of Residence Life. (n.d.). Retrieved from https://www.facebook.com/jmureslife/.
JMU Off Campus Life. (n.d.). Retrieved from https://www.facebook.com/Off.Campus.Life/.
49

JMU Office of Residence Life (@jmureslife) • Instagram photos and videos. (n.d.). Retrieved
from https://www.instagram.com/jmureslife/.
Nielsen. (July 31, 2018). Weekly time spent by U.S. adults watching video content via
smartphone as of 1st quarter 2018, by age group (in minutes) [Graph]. In Statista.
Retrieved December 03, 2019, from https://www.statista.com/statistics/323922/us-
weekly-minutes-smartphone-video-age/
Nielsen. (July 31, 2018). Weekly time spent by U.S. population accessing the internet via
computer as of 1st quarter 2018, by age group (in minutes) [Graph]. In Statista. Retrieved
December 03, 2019, from https://www.statista.com/statistics/323859/us-weekly-minutes-
computer-internet-age/
Off-Campus Life (@jmu_ocl) • Instagram photos and videos. (n.d.). Retrieved
from https://www.instagram.com/jmu_ocl/.
Office of Residence Life. (2019, December 2). Retrieved
from https://www.jmu.edu/orl/fbclid=IwAR09blTo3pwR-
tcAMfKh1wJBNwvn48PsHmwehJgX2mY1BXcv3y3pyPPtPQ.
The Hills of Harrisonburg. (n.d.). Retrieved
from https://www.facebook.com/TheHillsofHarrisonburg/.
TheHillsJMU (@thehillsjmu) • Instagram photos and videos. (n.d.). Retrieved from
https://www.instagram.com/thehillsjmu/.
Retreat Harrisonburg (@retreatharrisonburg) • Instagram photos and videos. (n.d.). Retrieved
from https://www.instagram.com/retreatharrisonburg/.
The Retreat Harrisonburg. (n.d.). Retrieved from
https://www.facebook.com/retreatharrisonburg/.
50

Squire Hill (@squirehill) • Instagram photos and videos. (n.d.). Retrieved
from https://www.instagram.com/squirehill/.
Squire Hill Apartments. (n.d.). Retrieved from https://www.facebook.com/squirehillapartments/.
Sunchase JMU (@sunchasejmu) • Instagram photos and videos. (n.d.). Retrieved
from https://www.instagram.com/sunchasejmu/.
Sunchase Apartments at James Madison. (n.d.). Retrieved December 2, 2019, from
https://www.facebook.com/Sunchase.at.JMU/.
51

Group 10

Caricato da

Informazioni sul documento

Titolo originale

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Group 10

Caricato da

Copyright:

Formati disponibili

JMU

OFFICE OF RESIDENCE LIFE

departments putting forth a unified representation of the university.

ORL’s current customers consist of current first-year students who are

trying to find a place for their sophomore year, upperclassmen, parents of

platform. Followers of ORL’s main social media platforms (Facebook and

ORL’s competitors consist of various off-campus resident housing. As our

both Instagram and Facebook to overshadow the off-campus lifestyles. Below is a

breakdown chart of followers and likes:

Off-Campus Resident Housing Facebook Instagram Content

“resident of the week”; giveaways

The Hills 1,907 895 resident photos; reminders; promotions; boomerangs

Squire Hill 627 117 promo events; residents’ photo; boomerangs;

Foxhill Townhomes 344 108 reminders and giveaways/contests

Sunchase 2,141 1,325 Resident photos; animal photos; reminders; contests

The Office of Residence Life should be aware of how off-campus living

students look at specific things such as, “Current Residents”, “Lifestyle”, or

possible future residents.

Social Media Audit and Social Media Presence

Voice and Style

their theme. The hashtags consist of “#DukesLIVEON”, “#DukesLiveEngaged”,

Instagram and Facebook accounts.

present on Instagram. Not running campaigns that are thoroughly planned is a

the account and is harsh to the eye.

Current Instagram account:

on ORL events happening and about freshman move-in information.

Overall, there is an established consensus that the ORL social media

their audience. The most success in engagement we saw on their Instagram

ORL’s Instagram, Twitter, and YouTube do a great job at connecting all

Facebook, Instagram, Twitter, YouTube, and Pinterest.

website and Instagram.

platforms by including, “Follow us on Facebook, Twitter, Instagram, YouTube,

Overall insights (Facebook and Instagram combined)

Facebook Insights (Oct. 1, 2018 - Oct. 16, 2019)

or other on-campus housing options.

Instagram Insights (Oct. 1, 2018 - Oct. 16, 2019)

looking at the comments, posts by others, and private messages received on

messages, but there were 16 neutral and 20 positives.

students in the picture and their various contests.

including “#DukesLIVEON” and “#DukesLiveSupported.” They have these

account asked, “What about the village...windows aren’t standard...suggestions?”

very engaging and ORL was quick to answer the question.

Social Media SWOT Analysis

Social Media Objectives and Budgeting

engaging student interaction.

o Specific: Increase Instagram page followers by posting more content of students

and engaging student interaction

o Measurable: Measure the number of followers (45% ~ 739 followers)

o Action-Oriented: Posting more content of students and engaging student

o Realistic: 45% of 1,643 Instagram followers is only approximately ~ 739

o Time-Lined: One year, May 1, 2020 - May 1, 2021

o Specific: Increase Facebook page followers by implementing creative strategy

o Measurable: Measure number of followers (30% ~ 1,126 followers)

o Action-Oriented: implementing creative strategy tactics directly to JMU groups

o Realistic: 30% of 3,878 followers is approximately 1126 followers

o Time-lined: One year, May 1, 2020 - May 1, 2021

tactics tailored to parents.

o Measurable: Measure number of followers (15% ~ 253 followers)

o Action-Oriented: Implementing engaging tactics tailored to parents

o Realistic: 15% of followers from the ages 45 to 64 is only 253.

o Time-lined: One year, May 1, 2020 - May 1, 2021

Target Audience Insights

Which segments should be targeted?