MEMO

TO: Erin Earnest, Social Media Strategist

FROM: Thomas Beckman, Sophomore CCOM Student
DATE: April 16, 2019
SUBJECT: Social Media Campaign Recommendations

This memo recommends ideas for the companion social media campaign along with the “I am CCOM”
campaign. This campaign would highlight the vibrant and inviting community, academically diverse and
committed students and faculty, and dynamic student experiences in and out of the classroom of CCOM.
I hope these recommendations help increase engagement among current CCOM students, CCOM
faculty and staff, and admitted and prospective CCOM students.

Research
CCOM social media has many channels to release information to the public, but for this campaign it
would be beneficial to focus on Instagram. Pew Research Center’s Social Media Use in 2018 states
“Similarly, 71% of Americans in this age group now use Instagram and close to half (45%) are Twitter
users.” This information supports the use of Instagram as a way to interact with a large portion of our
target audience from ages 18 to 24.

In Butler’s social media guidelines, Butler explains that we must acknowledge our affiliation to Butler
University and posts should reflect Butler’s overall brand identity. Furthermore, posts shouldn’t
encourage a personal or political agenda. That being said, this suggestion consents to the regulatory
Butler social media guidelines and promoting a professional image for Butler and CCOM.

Through my experiences as PR Chair at Sigma Nu, I learned what works and what doesn’t. Typically,
Butler Students like to receive information through a more personal connection, such as a faculty
member discussing upcoming events. Also, followers like to see personal highlights and information
about individuals like students or faculty.

In my #SNUoftheWeek campaign, I aimed to represent Sigma Nu as an involved house on campus that

has diverse accomplishments and Brothers. When I posted these pictures, engagement increased 3 fold
compared to our average.

Social Media Campaign

In the examples I have provided, you will see a common theme of groups enjoying themselves. This will
go along with our followers’ common interest of “Community of Care” and a Bulldog mentality. Two
posts show students and faculty interacting with smiles. As a prospective student and current student, I
would consider interacting with this post because it would be perceived as welcoming and goes along
with the common theme of the account.

@butlerccom can improve overall engagement and interest by posting content similar to my examples.
This will create consistency, relevancy, and a better perceived image for CCOM in general. Photos
should be dynamic and speak to the audience in different, direct ways.
In sum, I suggest a new campaign for Butler CCOM’s Instagram to increase engagement and increase
interest for pursuing a communications degree and profession. We can talk about my research and
details of the campaign in our meeting Tuesday.

Examples:

Jamie Locks (left) hard at work with his friend Jared

O’Brien (right). Jamie explains why he loves CCOM: “I
love CCOM because my professors always care for my
success as a student and professional. They want me to
succeed and achieve my goals and they are always more
than willing to help me. I’m Jamie from Glen Ellyn, IL
and #iamccom”

Brooke Blevens, sophomore CCOM major, gives a speech at

the annual CCOM dinner. She talks about why she went
CCOM: “CCOM pushes me to be the best student I can be and
motivates me to pursue my goals. In class, they support my
perspective and teach me through a wide-variety of mediums.
They are always friendly and support my goals that’s why
#iamccom.” #CommunicatoroftheWeek

Charlie Ruth (left) and Christi Golden (right) discuss an

upcoming project with their teacher, Dr. Goldblum.
Christi explains why she joined CCOM: “I joined
CCOM because of the community. Students and faculty
are always happy to see me and spark up a
conversation. That’s why #iamccom.”