The University

University of Oklahoma: of Oklahoma:

Social Social MediaPlan
Media Marketing Marketing Plan
Boom Marketing
 Our Target
Audiences
1. Prospective students

2. Current students

3. Alumni
 Taylor Smith
Prospective student
Brian Chang
Current student
Paul Baker
Alumnus
Venn Diagram Current Students
● Want to grow personally and
professionally
● Pursuing a degree
● Take advantage of OU
resources

● Pride ● Opportunities
● Independence
● Professionalism
● New
● Family experiences
● Stress
● Exploring
opportunity
● Community
● OU
● Growth
● Employed ● Traditions ● Integration
● Nostalgia ● Exploration
● Digital
Engagement more ● Acceptance
than personal

Prospective
Alumni
Students
Our Brand Promise
Our product is for people who believe in seeking a higher, diverse education by
challenging oneself to broaden both academic and personal perspectives.

We will focus on people who recognize opportunity and are driven to pursue their
goals through engaging with our various resources.

We promise that engaging with what we make will help you achieve your highest
potential by supplying each tool needed for success before, during and after your
time on OUr campus.
Executive Summary
Boom Marketing is devoted to expanding the
University of Oklahoma’s brand through
emphasizing follower engagement, community ties
and the unique tradition that is the OU experience.
Our social media efforts will reflect the
universities strong support for the successes of
each prospective, current and past student by
providing information on useful resources in
addition to culture and entertainment.
Brief Overview
The University of Oklahoma is a brand with a
rich tradition and history that is universally
recognizable. Our social media marketing has
the potential to keep alumni, students and
prospective students in touch with the
university and everything it has to offer.
As OU continues its pursuit of excellence, it can
maintain its brand through the successful use of
social media tactics and campaigns.
Competitors’ Social Media Presence

Primary Competitors:

● University of Texas
● Oklahoma State University
● Clemson University
University of Texas
● 93.3K followers.
● Posts about every 3-5 days.
● Minimal hashtag usage.
● No common themes, colors, styles.
● Averages between 3K-9K likes on picture
content.
● Averages 6K-20K views on video content.
● Highlights (30).
● No consistent/branded hashtag.
● Resposts photos taken by students, fans,
visitors, and alumni: engagement.
Oklahoma State University
● 46.4K followers.
● Posts about every 1-3 days.
● 5 highlights.
● Color font: orange.
● Consistent branded hashtags: #OrangeFriday,
#Cowboys, #Okstate.
● Averages between 500-1500 likes on content.
The sports videos/images are the ones that
generate the biggest engagement.
Clemson University
● 172k followers.
● Posts mostly everyday.
● Photo likes average between 3k-10k.
● Video views average between 11k-32k.
● Great highlights usage.
● Descriptive thumbnails: Adds to the
feed’s aesthetic.
● They’re limited to one branded hashtag:
#Clemson.
● Same fonts and color usage: orange and
white.
Strengths: Opportunities:

● Commitment to tradition ● Engaging through stories,

● Diverse Instagram feed
● Consistent posting / Hashtagging
● Brand Emphasis
● Relevant Captions
● Clever, Funny, Intriguing
captions
● Brand partnership/ interaction
● Offseason brand growth
● Attract more followers

SWOT Analysis
Weakness: Threats:
● Consistency in likes
● Competitor accounts
● Be consistent with funny
● Less number of followers
captions
● Lacking relevance during
● Engagement
athletic offseason
● Lack of follower interaction
● Lack of highlights
Competitive Analysis
University of Texas Takeaways:

1. No hashtag
a. UT doesn’t have a consistent theme or hashtag present on any posted content.
b. This can cause the brand to be lacking in terms of relatableness, experience and official
benchmarking.
2. Sentiment
a. The overall sentiment of this competitor is positive, with minimal neutrality and rare negativity
toward the content posted through the university.
3. Highlights
a. UT thrives off of the university’s 30 highlights each engaging with a multitude of potential target
audiences on campus life and activity.
b. Audiences include: students, prospective students, professors, faculty and alumni on campus life
and activity.
Competitive Analysis
Oklahoma State University Takeaways:

1. Good hashtag use

a. #OKstate, #Cowboys
2. Low like average
a. Little fan engagement in the comments
b. Does repost or share related content
3. Keeps a consistent theme
a. Promotes brand through color, logo usage throughout feed
Competitive Analysis
Clemson Takeaways:

1. Promote community
a. Highlighting a “Student of the Week” makes students feel recognized and apart of something
b. Features university alum throughout the Instagram feed proving that Clemson is bigger than just
your time on campus
2. Clemson does not drive follower engagement
a. Sparse hashtag use (#Clemson)
b. Little to no comment interaction
3. Providing text in the thumbnail allows insight into the post and feed
a. This is a great way for people who do not usually follow the account to sift through posts
Implementation

● Use follower’s tagged images

(to engage and share experience)

● Where’s Boomer?
(engagement)
Implementation
● A branded hashtag:
○ Continue to use the infamous #Boomer #BoomerSooner hashtags.
● Link the OU website:
○ www.ou.edu + www.ou.edu/summersession/events
Sample Content
Sample Content
Sample Content
Social Media Content Calendar: June
Social Media Content Calendar: July