DRAFT (4.13.

10)

OVERVIEW OF OHIO UNIVERSITY-CHILLICOTHE

SOCIAL MEDIA STRATEGIES

OVERVIEW
 As the first regional campus in the state, the Chillicothe Campus has a legacy as a
forward-thinking leader in higher education
 Consequently, it seems only appropriate that the campus should have a communications
effort that establishes the standard for regional campuses across the state
 The focus is on utilizing emerging social media technologies in a blended way with
traditional media to most effectively articulate the campus’ messages with primary
stakeholder groups
 This effort builds upon several strong points already in place, such as: Ongoing internal
and external communication efforts and strong interaction between the campus offices of
Student Services and Communications

GUIDING PRINCIPLES
 Emphasize teamwork between Student Services & Communications
 Develop a social media strategic that is distinguished by its strategic approach
 Rather than develop multiple sites that serve to diffuse the campus’ messaging, utilize
social media sites in a manner that directs key messages to priority stakeholder groups in
a focused approach that reaches various audiences on their terms
 In this way, social media outlets become part of the campus’ overall communication mix,
which aligns with current best practices in communications & marketing
 This approach further allows for stakeholder groups to be segmented for effective
marketing communication. (For example, the use of Facebook provides a means to
engaged with current and prospective students in way to support student recruitment and
retention efforts)
 Continue to support the ongoing campus communication approach that emphasizes a
cohesive, consistent message with various communication vehicles to reach the campus’
diverse stakeholder groups
 In further keeping with current best practices approaches in communications &
marketing, the campus news blog serves as the “hub” of campus communication efforts
and becomes a repository of all communication efforts. This approach helps to ensure
consistent messaging and provides an archive of communication efforts.

SOCIAL MEDIA TOOLS AND PRIMARY AUDIENCES

 Campus news blog. Campus audience, news media, colleagues on Athens campus,
Regional Higher Education, area & selected statewide government officials, civic leaders
and other persons of influence
 Facebook page. Primary targeted toward prospective students and also engages current
students. A goal is to foster interaction between individuals of these 2 stakeholder groups.
 Twitter. Allows the dean to interact with colleagues on the Athens campus and colleagues
of his on statewide level and beyond.
  YouTube. As second-most popular search engine (behind Google), provides entry point
for individuals whose interests align with the campus’ defining characteristics (small
campus environment, affordable education, finding a college home, etc)
 Wikipedia entry. Provides accurate information about the Chillicothe Campus for
individuals who utilize this venue as a source of information, primarily current and
prospective students as well as regional residents.

STRATEGIES & TACTICS

 To maintain the proper voice and perspective, Manager of Student Recruitment TJ
Eveland will be the primary ‘campus voice’ in regards to the Facebook page. Since he
interacts with prospective students on a daily basis, he is most conversant with this
audience.
 April Prior has been invaluable in helping to establish a Facebook page that is designed
for a younger audience
 Engaging current OU-C students remains an objective to foster more peer-to-peer
interaction. Toward that end, a focus group of 20-25 current students is being formed to
offer insights and, hopefully, become engaged in this effort. Much of the interaction with
members of the Student Focus Group for Social Media will be via monthly surveys as
well as regular interaction with these students, several of whom work in the areas of
Student Services and the Dean’s Office. These students were chosen largely because of
the ability to interact with them on a regular basis. They have been asked to participate in
a preliminary Survey monkey poll.

INITIAL STEPS & RESULTS

 In regards to the Facebook page, the goal was for 220 “fans,” or roughly 10 percent of the
current headcount enrollment. As of April 13, the campus Facebook page has 295 fans,
several of whom seem to be high school students, based on their profile information.
 A campus YouTube channel has been established (OU-Chillicothe), and several videos
have been uploaded, including those that support Campus News Blog stories and the
professionally-produced videos for use as advertisements.
 An article about the campus’ social media efforts was posted in the campus news blog
and subsequently published by the Chillicothe Gazette.
 The news blog story was also sent to high school guidance counselors in the campus’
service area to engage them and prospective students
 Based on input from April Prior, a three-phased marketing & communication plan has
been drafted and steps are being implemented accordingly.

EVALUATION PROCESS
 We will continue to utilize Surveymonkey to engage with the student focus group for
feedback that will allow results to be gauged and plans to be modified
 In moving forward, April Prior will take a lead role in gauging the campus’ efforts vs.
those of other similar campuses, and adjustments will be made accordingly

NEXT STEPS
 The campus’ Web front door is being revised to reflect the campus’ social marketing sites
 A Facebook ad, which can be tailored to specific demographic groups, will be developed
to engage further “fans”
 To reflect current viewing trends, campus messaging will transition from an emphasis on
text to more video, with a goal of 2-3 YouTube video placements per week
 TJ Eveland will be featured in a series of videos that explain the college admissions
process to underscore the campus’ role as a gateway to higher education for regional
residents. Videos will be posted on YouTube and Facebook pages
 Student Services staff members and students will become involved in discussions with
prospective on the Facebook page to answer application questions
 Contests will be held through the Facebook page to encourage interaction. (Example:
First 2 people who know when OU-C was founded will win campus golf shirts)
 As part of peer-to-peer approach send students out on campus with Flip cameras to
capture video of campus from their perspective for use on YouTube, Facebook and other
outlets
 Increased focus on promoting campus events and Student Services activities (Spring
Fling, etc) through Facebook. For example, a current student intern has been identified to
promote campus athletics events to encourage increased participation in athletics and
attendance at athletic events to hopefully increase revenue.