Final Report Design

Legacy Symposium
Social Media Campaign 2022

___
Work by a Public Relations Student and Legacy Intern
My name is Gabriel Sanchez, and I am an undergraduate student of Loras College. The following
report is a culmination of months of work and research. As both a student of Public Relations
and an intern for the Legacy Committee, the implementation and success of this campaign are
vital goals of mine, as well as for the Legacy Committee. Through this report, my hope is that
Legacy will be able to establish the groundwork for their social media communication, and
develop it further and adapt as the environment will demand in the future.
Legacy Symposium 2022 Social Media Campaign 2
Table of Contents
Introduction to client 3
Mission Statement
Event Design & Format
Introduction to Legacy’s Social Media Campaign 6

Social Media Inventory
Legacy SEM Positioning
Competitors and Referents 11
Key Performance Indicators (KPIs) 14
Environmental Analyses 19
S.W.O.T. Analysis
P.E.S.T.L.E. Analysis
Recommendations for Legacy Symposium 23

Social Media Platforms
Content Plan
Budget
Measuring and Evaluating Campaign’s Success 29

S.M.A.R.T. Objectives
KPIs
Executive Summary 31
Appendix 32
A, B, C, D
Loras Legacy Symposium is an all day event that takes place on the Loras
College campus during their spring semester. The purpose of the day is to showcase
the work and achievements of our Loras students and community members. In 2022,
Legacy will be in it’s 9th year on campus.
Due to COVID, the event has had to evolve and adapt to changing circumstances,
just as most things have had to in the past year and a half. With a growing need to
utilize and offer virtual elements to make Legacy Symposium work in a post-COVID
environment that can change at short notice, the Symposium needs to effectively
manage their social media and technological interventions. During COVID, the cultural,
technological, societal, amongst many other environmental factors, have drastically
changed. In order to make Legacy a more central event on campus and remain in the
minds of our community, communicating with our public and audience is essential to
the success of the event.
Legacy Symposium Benefactor

Monsignor James Barta was a priest, counselor, psychology professor, department
chair, Academic Dean, President, and Regent of Loras college. Due to generous
donations from Monsignor Barta, the Legacy Symposium is made possible and is
inspired by his belief in a CatholicLiberal Arts education. He has a passion for
education, and is a major proponent for making a Catholic Liberal Arts education
possible. Barta’s continuing financial generosity allows for the continuation of Legacy
Symposium.
Mission
At the core of Legacy is exemplifying academic excellence and encouraging students

to pursue the practical realm of their Liberal Arts education. As the communication
culture and habits adapt, Legacy Symposium will adapt and grow as well. Historically,
most communication has come from the symposium through traditional mediums of
outreach; campus publishing, E-mail communications, campus marketing and other
closed network outreach (Examples of traditional communication found Appendix B) .
As the committee for Legacy Symposium, committed to integrating social media into
their operations, the inspiration as well as original purpose of the Symposium are the
driving force behind its actions: showcasing Loras’ academic excellence, and the
benefits of a Liberal Arts education. Investing and integrating digital communication as
a pillar of Legacy’s functions is an essential element in furthering the reach and scope
of what the symposium is able to accomplish.
Through utilizing social media, as well as other digital media, the Legacy Symposium
intends to grow excitement and audience for the event. Legacy Symposium is a single
day event, and largely, the life of each symposium has remained confined to that day.
Through social and digital media, we can expand the life of individual projects and
presenters; by referring to them in the future to reflect on the history of Legacy would
also disseminate the work of our campus community to wider audiences. By reaching
wider audiences, we can encourage more young aspirational professionals to join the
Loras community, and enrich our campus with their passion and work ethic.
We also hope that social media can allow us to build reporte and community here on
campus, and give year round life to an event that only lasts for a day. Loras College has
a strong sense of identity, both with current campus members, as well as devoted
alumni. Legacy, while highly revered and enjoyed on campus, is still in its beginnings at
Loras, which has an extensive and rich history. Through social media, the Symposium
will be able to engage with members of the Loras community; new and old, but also
those who are prospectively considering calling Loras home. Our social media can also
catalog the work and achievements on campus as time goes on, provide visuals,
testimonials, and encouragement for student participation, as well as create
community conversations about the future of the Legacy Symposium.
Symposium Design and Format
Students and faculty who have participated in Legacy are familiar with the format of
the event, and the general idea of how the day plays out logistically. When promoting
the event to new participants or those who have no previous concept of Legacy, it is
important to establish some type of understanding with the audience about how the
day goes, and what participating looks like. COVID has impacted the event in terms of
how in-person participation may look, but the presentations still follow a similar format.
Legacy Sessions
Historically, Legacy Symposium has taken place on campus in many different areas,
from large ballroom exhibits, to individual lecture rooms. The even schedule for the day
provides direction and structure to those who are participating. Legacy for 2022 takes
place on Wednesday, April 27th, classes for the day are canceled across campus which
allows for students to participate.
Seminars
Student Sessions
Students can prepare a scripted presentation based on projects they have
been working on throughout the academic year. There is an application
process that involves having a faculty sponsor as well as providing an
abstract explaining the content of their presentation.
Faculty Sessions
Loras faculty spend their year working diligently on their projects and
passions, as do our students. Faculty are encouraged to share their
findings with our campus community, just like students.
Poster Presentations
Poster sessions are less formal presentations; more conversation and
casual. Poster presentations allow for students to engage with their
audience through a visual aid, and answer questions in real time to display
and showcase the research, without the formalities of a scripted
presentation.
Film Festival
The final event of Legacy, the Film Festival, tends to be an exceptionally
exciting part of the Symposium day. With a significant and active media
studies program at Loras Campus, the Film Festival lends itself to a
diverse and creative group of media students, who are able to produce
educational and entertaining films.
Social Media Campaign for Legacy Symposium

The Legacy Symposium is a popular and exciting day on campus, and the committee
that organizes the event is constantly working to improve and optimize the event for all
participants. As Legacy is getting back to a somewhat normal schedule and
atmosphere post-COVID, there have been many lessons learned about adaptation,
flexibility, and optimization in the face of adversity. The committee has expressed
interest and desire in making social media an integral part of their communication
practices with the Loras community and all those who want to participate in the event.
Before recommendations can be made, it is necessary to look at the social media

presence Legacy has already established, no matter how minimal it may be. For Legacy,
they already have a few affiliated accounts on social media sites.
At the beginning of this project, and from a brief and fairly informal observation, Legacy
Symposium’s social media presence is fairly scarce, and punctuated either by the event
schedule, or by the school year. From my work on the committee, and a surface level
introduction to the changing expectations, as well as desires of what we hope the
Symposium is able to accomplish, it is important to maintain a consistent social media
presence.
Posts on social media platforms, thus far, have primarily been solely about important
event dates and deadlines, documentation of the event, and reflective posts about
previous Legacy Symposiums. Posts are sporadic and have low engagement.
Social Media Inventory Cont.
For the sake of this campaign, investing in and optimizing engagement on the social
media accounts Legacy Symposium already has is important for attaining a
foundational social media presence. Listed below are the social media sites and
accounts currently affiliated with Loras College Legacy Symposium. In the future, if
Legacy wishes to expand their social media presence to other sites, there are a few
suggestions below that have been identified as compatible and potentially beneficial to
the goals and mission of Legacy Symposium.
Social Media Currently Utilized

Twitter: @LegacyAtLoras
Instagram: @legacyatloras
Facebook: @LorasCollegeLegacySymposium
College Main Page: Found here
Social Media Unutilized/ Potentially Beneficial

Youtube
Snapchat
Search Engine Marketing
Examining search terms and where a specific organization falls in a simple google
search. The results from these key terms and phrases gives an organization good
insight into what words and phrases they should be using in their social media posting
that would connect the public with their page. SEM is an acronym for “Search Engine
Marketing” and refers to relevant ads that may connect to the search terms one uses in
search engines such as Google or Bing.
When reading the chart below, it is important to know that “key word” refers to the
terms entered into the search box; “SEM POSITION” refers to the place in the search
results where ads appear” and “Organic Positions” are where results naturally appear.
The first and second organic positions are the very first and second results that appear
when you search on a search engine.
KEY WORD SEM POSITION 1st Organic 2nd Organic Position of Client
Position Position
Loras Legacy The original https://www.googl https://www.googl Social Media

Symposium search omitted e.com/url?sa=t&rc e.com/url?sa=t&rc accounts for Loras
results with similar t=j&q=&esrc=s&so t=j&q=&esrc=s&so Legacy
content. 5 pages urce=web&cd=&c urce=web&cd=&c Symposium, show
with no ads. ad=rja&uact=8&ve ad=rja&uact=8&ve up starting as the
Updated the d=2ahUKEwic_du d=2ahUKEwic_du 5th organic
search to include JgZbzAhVxh-AKH JgZbzAhVxh-AKH position
the results the SDTBC8QFnoEC SDTBC8QFnoEC
original search A8QAQ&url=https A0QAQ&url=https
omitted and went %3A%2F%2Fww %3A%2F%2Fdaily
20+ pages with no w.loras.edu%2Fab .loras.edu%2Fleg
ads out%2Flegacy-sy acy-symposium-g
mposium%2F&us oing-global%2F&u
g=AOvVaw3yI6XF sg=AOvVaw25-b4
5iUp-VI5gwydnXI y5lvwVBB--4sIWJ
Z oz
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Symposium search omitted e.com/url?sa=t&rc e.com/url?sa=t&rc accounts,
results with similar t=j&q=&esrc=s&so t=j&q=&esrc=s&so specifically
content. 20 pages urce=web&cd=&c urce=web&cd=&c Facebook start to
with no ads. ad=rja&uact=8&ve ad=rja&uact=8&ve appear in the 4th
Updated the d=2ahUKEwjCi9z d=2ahUKEwjCi9z organic position.
search to include PgpbzAhXvUN8K PgpbzAhXvUN8K This search term
the results the HStDA_4QFnoEC HStDA_4QFnoEC results is
original search AcQAQ&url=https AUQAQ&url=https differents,
omitted and %3A%2F%2Fww %3A%2F%2Fww because another
went30+ pages w.loras.edu%2Fab w.loras.edu%2Fne event appears in
with no ads. out%2Flegacy-sy ws%2Floras-colle mixed in these
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(When scrolling, I g=AOvVaw3yI6XF legacy-symposium search results.
was asked if I was 5iUp-VI5gwydnXI -virtually-march-17
a robot) Z %2F&usg=AOvVa
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Legacy asked if I was a t=j&q=&esrc=s&so t=j&q=&esrc=s&so early in organic
Symposium robot. urce=web&cd=&c urce=web&cd=&c placement, none
ad=rja&uact=8&ve ad=rja&uact=8&ve of the social
The original d=2ahUKEwjVwY d=2ahUKEwjVwY media accounts
search omitted bDg5bzAhWsVN8 bDg5bzAhWsVN8 appear on the first
results with similar KHVxjAgIQFnoEC KHVxjAgIQFnoEC page of search
content. 16 pages AYQAw&url=https AIQAQ&url=https results
with no ads. %3A%2F%2Fww %3A%2F%2Fww
Updated the w.loras.edu%2Fab w.loras.edu%2Fac
search to include out%2Flegacy-sy ademics%2F&usg
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Arts College of Page. e.com/url?sa=t&rc e.com/url?sa=t&rc Position
Student t=j&q=&esrc=s&so t=j&q=&esrc=s&so
Symposium Ads for other urce=web&cd=&c urce=web&cd=&c
colleges with a ad=rja&uact=8&ve ad=rja&uact=8&ve
Catholic Liberal d=2ahUKEwiv25_i d=2ahUKEwiv25_i
Arts Edu. _przAhVXV80KH _przAhVXV80KH

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l-arts-education&u 5iUp-VI5gwydnXI
sg=AOvVaw1kov9 Z
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B8
Competitors and Referents
Understanding the current players in environments that are similar to, or may even
overlap with, Legacy’s target audience is crucial to understanding what tactics are
beneficial to the success of a social media campaign. Examining competitors and
referents allows for insights about what is being successfully implemented in the
current environment. Having this information will not only give Legacy tools to utilize,
but the advantage of developing ideas further for the benefit of their specific target
audiences.
Competitors
For competitors, there needed to be a specific focus on organizations that compete for
Loras campus/community attention. The campus community has a lot of exciting
events that cater to students' interests, and competes for their support and
participation. While Legacy Symposium does not happen on the same day as these
other events, we do have to compete for our campus’ attention and enthusiasm.
Amongst all the other information and updates that come from campus
correspondence, we have to utilize social media as a way to build enthusiasm and
maintain interest.
Duthon: Formerly known as Dance Marathon, Duthon is an annual and popular

event that happens here on campus. The Duthon e-board is highly active year
round and they are excellent at student, alumni, and community outreach.
Duthon keeps up with their social media on a year-round basis by providing
updates for their event, as well as the organization they fundraise for. As well as
being active on social media, the Duthon executive board is active at campus
events. These include campus-wide events like Launch into Loras and Campus
Comeback, as well as their own events.
Below are links to Duthon social media:

Duthon Facebook
Duthon Instagram
Duthon Twitter
Duthon Youtube
Loras College Activities Board (CAB): Though CAB is not a single day event, but
rather an organization that puts on many events, I believe researching how they
attract participants could provide a wider range of strategies. CAB is responsible
for engaging with students year round, and regularly attracting students to
events. By noting what CAB does with their social media, Legacy can learn not
only how to engage students through social media, but also how to get students
to participate on Legacy day
Below are links to Loras C.A.B. social media:

C.A.B. Facebook
C.A.B. Instagram
C.A.B. Twitter
Referents
There are a lot of programs across the country at many different universities and
colleges that take the time to showcase and exemplify the projects their student’s are
working on. A referent is one of those programs at another college or university, that
offers a similar event and that has a social media presence, that Legacy Symposium
can reference as see what works for them and what does not.
Another consideration while looking for referents, is regional considerations.
Looking for schools in the midwest, or even located in Iowa, will be most beneficial in
comparing their efforts to our efforts to reduce demographic variables. Looking for
events that are structured similarly is also important, because how an event is
structured influences how you would promote and document it, so that is something to
consider when searching for referents.
Segmentation: “Small” school, liberal arts education, Catholic School (CST)

Search terms
Similar to the key word search earlier in this report, I developed some
search terms that capture the essence of Legacy, and hopefully search
engines can direct me to social media entities that resemble Legacy
Symposium. Based on the results of the search terms, they provided me
with possible referents that I could look to for inspiration.
College student showcase
College student project symposiums
University student project showcase
Catholic liberal arts student symposium
Iowa State University****

Iowa State University Student Innovation Center
ISU Student Innovation Center is an entity on the ISU campus that opened
in 2020 as an opportunity to cultivate and encourage their students to
explore, experiment, create, and develop skills in nontraditional settings.
The Innovation Center differs from Legacy in the fact that it is a
year-round student development opportunity, rather than a showcase; but
they both encourage and exemplify student success and excellence.
Below are Links for ISU Innovation Center

Cyclones Innov8 Facebook
Cyclones Innov8 Instagram
Cyclones Innov8 Twitter
Cyclones Innov8 Youtube
Other Referents
Legacy Symposium is a unique event, and while other universities and colleges offer
similar events, they do not prioritize social media for promotion and engagement.
These other events have information provided to the public through their educational
institutions. While Legacy is not able to refer to them for social media purposes, they
could possibly be used for other Legacy related referencing.
Below are links to other referents:

Coe College
Loyal University:
Saginaw Valley State University
Saint Louis University
Assumption University
Key Performance Indicators

Key performance indicators provide information about elements of a particular group’s
social media pages, and the extent to which their content and pages are engaged with.
KPIs can give insight to what works to keep engagement up. For those that have high
follower counts and high engagement rates, seeing what tactics they employ to achieve
habitually, can influence the choices other accounts take to run successful social media
campaigns.
The following section examines some standard KPIs for the social media accounts of
Legacy Symposium and the competitors and referents that have been identified. These
KPIs include engagement rates, posting frequency, and follower counts.
KPI for Legacy Symposium
KPI FACEBOOK TWITTER INSTAGRAM PINTEREST YOUTUBE
# of Followers 129 68 113 N/A N/A
# of Followed N/A 92 357 N/A N/A
# of N/A 123 41 N/A N/A

Publications
Engagement 3.4884 4.3478 2.6549 N/A N/A

Rate (over a All of 2020 All of 2020
month) (1 post) (1 post)
Publication Several times Infrequent Infrequent N/A N/A

Frequency a year and sparse and sparse
Responses to none Reposting of None N/A N/A

Followers other campus
content about
Legacy
Contents Images, event Photos, Event Photos, Event N/A N/A

updates/ updates, Updates
deadlines Resharing
others tweet
about Legacy
Hashtags N/A #Loras N/A N/A N/A

#LorasLegac
ySymposium
Live Videos N/A N/A N/A N/A N/A
Ephemeral N/A N/A N/A N/A N/A

Content
Legacy Symposium KPI analysis

Legacy social media accounts could benefit with more consistency and intentionality.
Their postings are far and few between, and have little to do with the actual event.
Meaningful interaction with other Loras affiliated accounts and Loras community
members would also be beneficial for boosting engagement.
KPI for Duthon
# of Followers 1,848 1,017 660 N/A 15
# of Followed N/A 268 209 N/A N/A
# of N/A 2,500 413 N/A 27

Publications
Engagement .4498 1.0060 4.0327 N/A 0

Rate (over a month) 2 months (over a month) Over a year,
(2/28/20- views, but no
4/25/20) interactions
Publication weekly Infrequently weekly N/A N/A

Frequency and
inconsistent
Responses to minimal/none none none N/A N/A

Followers
Contents Photos/ Infographics, Photos/graphic N/A videos

graphics reposts, photos s
Hashtags none #LCDM N/A N/A N/A

#Duthon
Ephemeral N/A N/A For special N/A N/A

Content occasions,
spirit weeks/
Fundraising
Duthon KPI analysis

Duthon makes social media a central figure of their communication habits with the
campus community. Though Duthon is a single day event, they keep the Loras
community engaged and provide insights into the event preparation year round.
Duthon also utilizes social media as a medium for fundraising, though Legacy does not
ask the Loras community for financial support, it could be a tool used in the future.
KPI for Loras College Activities Board (C.A.B.)
# of Followers 1173 1004 465 N/A N/A
# of Followed - 104 70 N/A N/A
# of - 1470 97 N/A N/A

Publications
Engagement 0.6803 0.4653 14.3011 N/A N/A

Rate (over a (over a (over a
month) month) month)
Publication Infrequently infrequently infrequently N/A N/A

Frequency
Responses to none none none N/A N/A

Followers
Contents Photos, Similar to Photos, N/A N/A

event Facebook/ videos, event
updates Instagram livestream
Hashtags N/A N/A N/A N/A N/A
Live Videos N/A None Raffle N/A N/A

Winning
announceme
nts
Ephemeral N/A N/A Raffle N/A N/A

Content winnings
C.A.B. KPI analysis

As the event curator of campus, C.A.B. must constantly engage the campus community.
To boost event attendance, as well as boost morale across campus, they utilize social
media to market and promote their events. C.A.B. has also been known to do giveaways
through social media, particularly on instagram. Engaging with followers and investing
in giveaways to gain a stronger following could be a worthwhile investment.
KPI for Iowa State University Innovation Lab
# of 238 132 532 N/A 10

Followers
# of Followed - 74 82 N/A N/A
# of - 249 109 N/A 30

Publications
Engagement 1.3538 2.6515 2.7098 N/A 0

Rate Over a month Over a month Over a month Over a Month
Publication frequently frequently frequently N/A frequently

Frequency
Responses to none none Like on N/A none

Followers comments
Contents Videos, info Pictures, Infographics, N/A Promotional

graphics, inforgraphics short videos, videos
pictures pictures
Hashtags #IowaStateIn #iowastatein #IowaStateIn N/A #IowaStateIn

novates novates novates novates
Ephemeral N/A N/A N/A N/A N/A

Content
Iowa State Innovate KPI analysis

Iowa State Innovate uses social media in an extremely engaging way. Innovate
encourages practical uses of higher education, much like Legacy does, but uses social
media to showcase projects and exploration that take place on their campus. They are
active and engaging not only with their campus community but with wider social media
audiences. Legacy could learn to tailor some presentations to be more compatible for
social media platforms.
Environmental Analyses
Situational analyses provide a larger context to the context of which an event or

campaign takes place. A S.W.O.T. analysis allows for a well-rounded perspective of the
organization a public relations professional represents; where their strengths,
weakness, opportunities, and threats lie.
While it may seem that some elements of a P.E.S.T.L.E. analysis are innocuous to the
success of a particular campaign, though consequences from these issues could be
impactful further down the road, and it is necessary to plan for that. Nothing happens in
a vacuum and for the success of any campaign, looking to the wider context of when
and where a campaign takes place is beneficial for planning ahead, and being prepared
for the unexpected.
S.W.O.T.
Strengths
● Legacy has significant campus excitement/enthusiasm already backing the
actual event.
● There are no events that are similar to, or create competition with, Legacy
Symposium.
● Loras tends to have a strong Alumni/Campus community.
● With our social media, we are not reinventing the wheel, just optimizing our
content and
communication habits to keep our followers better informed and engaged.
● We have content and event history we can look at to better promote future
events, and stir up excitement.
Weaknesses
● It is apparent social media has not been a priority previously for the Legacy
Committee
● Our campus and alumni community is slow/apprehensive of social media trends,
or even evolving technology (evolving norms)- This could be considered a
prejudiced perspective, but from personal experience with both faculty and
students, our social media habits vary greatly across the board.
● The event historically has been a very “exclusive” event. Only campus
community members have been invited/involved in the event.
Opportunities
● COVID-19 has obviously proven to come with many obstacles to tackle, but also
opportunities for us to evolve, and utilize tools we have available more
efficiently.
○ The committee is aware and dedicated to making sure the event is a

success in spite of whatever COVID may bring, but it has also shined a
light on concerns of accessibility.
○ Optimizing our social media presence and portfolio makes Legacy more
readily
available and accessible for
● Advertising/Recruitment. Making this event available and accessible over social
media, allows Loras community and culture to be broadcasted to farther reaches
to gain a wider audience.
● Reputation Building, the work exemplified on campus can enhance the public
image in what Loras College students are capable of.
Threats
● Campus Covid Response: depending how faculty facilitates covid efforts, and
how students respond to covid guidelines, can dictate a lot about the success of
the event.
○ Brief discussion of vaccine/mask mandates to get access to the events,
especially in small room seminars.
● Information updating system- currently there are no contingency plans for
COVID, so the possibility of having a negative impact on the success of the event
is
● Policy and process changes, for participants and presenters. Updated
submission process, as well as COVID procedures, could turn people off.
What can be learned from the S.W.O.T. analysis?

Legacy has been traditionally a popular day on campus, and their reliance on that has
established them amongst the campus community. To create a larger impact and to
grow, Legacy will need to be adaptable and responsive to trends and the uncertain.
Loras College and Legacy Symposium honor tradition, but relying solely on traditional
modes of operation can lead to obsolescence; constantly reflecting and optimizing the
event will be crucial for future success.
P.E.S.T.L.E.
Political
● Educational funding can have an impact on a private Catholic Liberal Arts
college education. If we are utilizing Legacy as a recruiting tool, Loras needs to
acknowledge the hurdles that come when accessing a higher education.
● Iowa’s political climate can have a negative impact on prospective
students/participants, and turn away moderates and left leaning individuals.
Economic
● A private Catholic education is expensive, and if people cannot afford the Loras
tuition despite the effective advertising/relationship building, we have to
consider how to reach and make Loras accessible to them.
● Loras thrives because of generous donations, and depending on the flow and
allocation of that funding, it can either make or break the Legacy Symposium
(i.e. Mgsr. James Barta). If we received more funding we could optimize the
event, but if we have budget restraints, how do you still host a prosperous event
on a modest budget?
Socio-cultural
● American culture and perception of Catholicism and a Liberal Arts education-
how do preconceived ideas about these topics influence people to act? Can we
change negative biases through knowledge and displays of academic
excellence?
● Is a college education a priority for others? Wrapped up in economic concerns,
some young individuals have to make a hard choice to put making money for
sustenance over investing a college education.
Technological
● Technology has made online presentations more accessible and more
presentable.
● Concerns of accessibility and reliability of technology.
○ Not every household is equipped with WiFi/computers to access virtual
presentations.
○ Technology can be finicky, so we would have to expect issues to arise, and
create a contingency plan for when tech falls short.
Legal
● Ownership of content presented at Legacy.
○ If students feel as if they’re presentations are intellectual property, and if
we intend to use social media as a recruiting and advertising tool, will that
become an obstacle?
Environmental
● Environmental changes could make travel less reasonable for an event like
Legacy Symposium. Adapting to reaching people where they are.
What can be learned from the P.E.S.T.L.E. analysis?

Legacy has intentions of making the symposium a tool for marketing and recruitment,
and that involves including communities outside of Loras’s campus. To be impactful,
Legacy will have to monitor and take into account the circumstances of the
communities they are trying to reach, as well as external influences that could
potentially impact the reception of the event.
Presumptive Recommendations
The landscape of social media is always changing, and what works today may not work
tomorrow, so as Legacy begins to prioritize social media: being adaptable and dynamic
is essential for long term success. The observations and recommendations in this
report are based on the current environment and norms of social media, and Legacy
Symposium is urged to adjust and reassess in the future.
A large point of inspiration for these recommendations comes from the name of the
event, Legacy Symposium. What is a Legacy and how does one secure it? What can we
do to accomplish a lasting impact that stems from this single event? Social media
provides an incredible opportunity for community building as well as documentation.
Strategizing and implementing active participation on social media, and making it a
central communication tool can greatly enhance the positive impact social media can
have for the visibility and power of the Legacy Symposium.
From a quick glance and observation of Legacy’s social media activity, it is apparent
that the social media platforms are underutilized. As previously mentioned in this
report, social media activity for Legacy has been punctuated by the academic calendar,
and even then the activity is scarce and interaction with posts and updates are fairly
low, or absent entirely. Although low activity has been acknowledged on social media
platforms, that does not necessarily mean that this report is advocating for quantity
over quality.
Adapting posts for platforms and audiences is essential to optimizing the impact of
social media messaging. With Legacy’s goals to evolve the event into a community
building opportunity, as well as a recruitment tool, documentation and meaningful
engagement/updates, for those who are not physically able to attend the event, is
essential for achieving these goals.
Link social media accounts, via link tree/bio links.

Different platforms serve different purposes, and a single post will not be compatible
with all social media platforms. On top of compatibility, having reused content can be
perceived sometimes as unprofessional, and if we hope to attract people via social
media, we need to have diverse and enticing content. Content should be differentiated,
and give our social media audience the opportunity to find a voice of Legacy through
its collective postings. Having to scour the web to find affiliated pages runs the risk of
causing frustration and leading audiences to lose interest. Having links readily available
for our social media platforms allows the Legacy audience to traverse our social media
presence smoothly and quickly, and will enable them to get a better idea of what we are
about.
Have a more consistent schedule, that is year round and is more intentional.
Legacy is a single day event here on campus, and is the apex of academic excitement
for the year. Garnering excitement all year round is important to ensure the event has
quality presentations, but also to remind students, and the larger Loras audience, of the
academic excellence that thrives here at Loras. In the fall, the social media activity
should preemptively get students thinking about the projects they can present at the
symposium. In spring semester, content would be focused on ensuring the symposium
has an audience as well as informing participants of the procedures for the event. After
the event, and until the beginning of the upcoming academic year, content can lighten
up, but can always focus on past presentations, and Duhawk work that has stood out.
This attempt at making sure we are regularly a part of campus conversations and
consciousness, is an essential part to ensure a lasting legacy.
Be more intentional about event documentation.

There are some posts, on various platforms, that seem fairly mundane and do not
enhance or create a holistic perspective of the Legacy Symposium event for our social
media audiences. There is a fine line between providing real time updates, and just
creating unnecessary posts to fill a profile. Along with having a social media calendar,
there should be a content plan for the day of, which would include hashtags, timing of
posts, purpose of posts, and authorized posters, to name of few. This strategic
documentation is also beneficial for Legacy in the long run; it creates an inventory that
Legacy will be able to reference for future postings.
Utilize social media as a medium for presenters to reach a larger audience.

Live-streams create a great opportunity to engage with our social media audience in a
candid and entertaining environment. These live streams could be utilized prior to the
actual event, to engage in conversations and answer questions about the event. This
could also be a great opportunity to optimize our event, and take suggestions from
those with an outward perspective.
Live-streams could be a way to virtually present for larger audiences. There are
platforms that make live-streams super accessible and interactive, and would bring the
work of our presenters to a larger audience. Even something as simple as a smartphone
or tablet with cameras and internet access, give Legacy access to making this a reality.
Engage with followers as well as other Loras College social media pages.
This falls under the larger point of being more active on social media. Utilizing social
media is great as an information center and promotional center with event updates,
posts to get students to participate, and content to enrich the value of the day- but it
can be so much more. We should strive to connect with audiences, and answer
questions when they arise, and build community with social media. Legacy Symposium
is nothing without the Loras community that make up the day, the value should be
placed on people first.
This is done by responding to followers, and interacting with their posts and questions.
There are not many posts on our social media pages, but on a couple posts I saw
questions that went unanswered, and answering and interacting with engagement is
important to building a relationship with our audience.
We can also build stronger connections and a sense of community with other Loras
organizations on social media. Following and engaging with their social media content,
and promoting their other campus events not only builds engagement, but also creates
an opportunity to reach members of campus who may have previously not known about
the Symposium, or were not interested. Duhawks should stand in solidarity with one
another, and show support for the success of the other campus members and
organizations. Social media is an easy opportunity for interactions that can accomplish
this. Simply by prioritizing scanning social media for campus related news and
Duhawk-centered content, and having Legacy social media engage with this content,
sends the message to others that the work they do is valued by the Symposium.
Content Planning
Having a plan of action for the Legacy Symposium social media accounts through a
content plan allows for direction but also flexibility in engaging with, and boosting, their
social media audiences. Below is a guide that offers suggestions and ideas about how
Legacy can post throughout the year, in a way that will make the event more
user-friendly. This content plan is broken up by semesters, fall and spring, as well as
makes suggestions for types of posting that can be made year-round. A style guide for
social media posting, as well as other Legacy communication can be found in Appendix
A. Examples of appropriate visual content can be found Appendix D.
Fall Semester
Event Information Past Event Highlights
How to apply and participate clips/snapshots from previous projects
What projects are eligible for the symposium Committee/participant testimonials
Committee Introductions Film Festival Memories
Any updates to the event

Spring Semester
Reminders and Updates Promotional Content
Deadlines Presenter Profiles
Application & Revision assistance/resources Behind the scenes prep and insight
Especially with COVID, how the event adapts

to real-time unforeseen circumstances
Year Round Content
Campus Community Engagement Promotional Content for Loras
Replying to comments Encouraging followers to apply and share

about Loras
Sharing and engaging with other Loras Any Loras specific news or updates
affiliated social media accounts
Posting about, and supporting other Loras

org’s successes, events, projects, etc.
Social Media Platforms to Invest In
Moving forward, Legacy Symposium is encouraged to branch out and diversify its
social media presence beyond the platforms they currently have. Current
recommendations take into account that the Legacy committee has a lot of work ahead
of them this year; getting back on track post COVID interruptions, incorporating and
implementing a hybrid model of presentations, and other logistical hurdles in their
efforts to get back to normalcy.
At the moment, it is most manageable and realistic to focus on adding value to the
current social media platforms before branching out to other media platforms.
Facebook, Twitter, and Instagram have the most potential for Legacy to engage and
build bonds with audiences.
Facebook
Facebook is the most senior of current social media platforms, and the most user
friendly, which helps us connect with wider audiences, especially Loras’ alumni base
which has a wide age range. While Facebook has its own culture and communication
norms, it has a lot less metacommunication than Instagram and Twitter, which makes it
more approachable and user friendly to less technologically literate individuals.
Twitter
Twitter is a beneficial platform for realtime updates. The concise nature of the platform
requires users/entities to remain brief and objective in sharing information. Utilizing
Twitter as a hub for updates, news, and other pressing information related to the
Legacy Symposium is beneficial to have a centralized place for updates and pressing
information to ensure we are keeping our audiences in the loop.
Instagram
This specific platform would be beneficial to utilize, because it appears to be the most
popular social media platform for current Loras Students, especially for interacting with
each other as well as campus entities. Legacy also tends to be a visual event,
considering the poster presentations and Film Festival, and maximizing the reach of
those visuals through the use of Instagram would make the essence of the event more
accessible to a wider audience.
Budget
For Legacy to make social media a successful pillar of their communication habits, it
will be an investment in time, energy, and money. Social media requires constant
monitoring and adjusting.
This budget takes into account the labor, tech, and other expenses accompanied with
making this social media campaign possible. Ideally, a campaign like this would be
year-round, but if it was restricted due to larger budgetary restraints to the duration of
the academic year, that would still be enough time to accomplish the campaign’s goals.
Labor at $20/hr, 10hrs/weekly = $800/monthly

Tech = $100/mo
WiFi- $50/mo
Laptop- $20/mo (Includes at home energy cost, and personal tech, and Email
services)
Publishing Software- $30/mo
Commute =$15 a month
1.2mi roundtrip Campus to my apartment
$0.60/mi
1.2mi/day X $0.60/mi X 5 days/week
Total Monthly Expenses: $915.00

S.M.A.R.T. Objectives
Increase current Loras student engagement and attendance in the actual Legacy
Symposium event. DuConnect offers Legacy an opportunity to track event participation,
and can be utilized to calculate participation accurately.
Strategy 1: Have more direct and consistent updates and communication between the
Legacy committee and the student body. Oftentimes, sometimes attendance is low
because it slips the minds of students, so we can try our best to keep the event in the
minds’ of students.
Strategy 2: Incorporate interactive elements to the event day. Whether it be social

media based activities, or other activities that make spectators a more active
participant in the presentation, it would make spectators feel more present and
engaged.
Strategy 3: Reach out to students who may have declined their RSVP, and ask them
why, and what we could do to change their minds. Getting a broader perspective about
what role Legacy Symposium plays in the lives of our campus members, will help us
optimize the overall experience. There may be simple scheduling issues that cause
someone to miss the event, but if we reach out and ask we may be surprised to find
some realistic suggestions that we can incorporate.
Gain 20 Loras College students/applicants through the Legacy Event for the 2022/2023
school year.
Strategy 1: Add a “Legacy Symposium” option to the drop down menu for reasons of
Application. This would provide a concrete connection between Legacy Symposium and
its attractiveness to prospective students.
Strategy 2: Invite prospective students to the Legacy Symposium, as spectators. This

would enable prospective students to engage with real students and real work that
happens on campus.
Strategy 3: Incorporate Legacy projects into promotional materials for recruiters.

Visual materials can be provided to prospective students, giving them an idea of the
event, Loras college academics, as insight to campus community and participation.
Target Personas that help conceptualize ideal students to achieve these goals found in Appendix C.
Evaluating Success through KPIs
Earlier we discussed Key Performance Indicators in social media specific terms, as in

engagement rates and account activity. While there are elements of this campaign that
will be evaluated based on social media KPIs, there are real-world applicable KPIs we
will use to evaluate the success of the campaign.
Based on our S.M.A.R.T. objectives, we will be applying KPIs to both event goals and
recruitment goals, as well as social media goals.
Event & Recruitment Goal KPIs

While the ultimate goal of Legacy is to see 100% campus participation, we know that
goal may not be realistic. We hope to aim for at least 50% of the total campus
population to participate in Legacy Symposium day events. We will track attendance
through Loras new app, DuConnect, that allows students to check into events.
By adding a drop down menu option to our application that lists Legacy as a means of
becoming aware of Loras College for prospective students, there is the hope of gaining
20 new applicants through Legacy social media activity.
Social Media Specific KPIs

The suggestions in this report suggest increased and more intentional social media
activity. To evaluate the success of these suggestions, we will make routinely scheduled
inspections of our social media account follower accounts and engagement rates.
While there will be other outcomes from social media activity, these measurable
margins will at least indicate progress in concrete terms.
Executive Summary
Purpose of Report
The committee for Legacy Symposium would like to make social media a more central
part of their communication habits, with both internal campus members, as well as the
community beyond Loras’s campus.
This report aims to (1) examine and evaluate the environment surrounding both
Legacy and current social media communication trends, and (2) make
recommendations on how to effectively incorporate social media communication into
Legacy’s practices.
Methods Used
In-depth research of Legacy Symposium, social media trends, as well as research into
relevant competitors and referents were used for the basis of this report.
Taking into account not only the wider culture outside of Loras’s campus, but as well as
the habits and norms internally across campus were considered for the
recommendations within this report.
Findings and Conclusions

There is benefit for the Symposium and its committee to implement social media into
their regular communication habits. Being intentional and strategic about
disseminating information, cultivating a sense of community among campus members,
and garnering year round excitement through social media for the event would have
positive impacts on not only event attendance, but also on the image of Loras for
prospective students.
Recommendations for Legacy Social Media Habits

Link social media accounts via Linktree/Link in Bio.
Have a more intentional and consistent year-round posting schedule.
Be more intentional about Legacy event documentation.
Utilize social media as a medium for Legacy presenters to reach wider
audiences.
Engage with followers as well as other Loras-affiliated social media pages.
Appendix A
Style Guide
Loras College Legacy Symposium

Style Guide
Best Practices for Social Media

&
Other Public Messaging and Engagement
Style Elements and Brand Identity
As an event and entity under the Loras College brand and identity, it is sensible and
expected that for formal public messaging and outreach to follow the style guide
provided by the college. This style guide provides direction on proper use of colors,
typography, images, and logos allowed by the college.
Accessing Loras College Style Guide

Available through the IQ main page, it can be found under the marketing materials link.
https://lorasedu.sharepoint.com/EnrollmentManagement/Marketing/SitePages/Marke
ting-Resources.aspx
As of November 2021, this PDF provides direct access to the current style guide, if your
access to the IQ Mainpage is limited:
https://myweb.loras.edu/Loras/IdentityStandardsManual.pdf
When constructing and publishing any formal messages, please refer to this style guide.
Legacy Symposium & Brand Identity
Mission
At the core of Legacy is exemplifying academic excellence and encouraging students
to pursue the practical realm of their Liberal Arts education. As the communication
culture and habits adapt, Legacy Symposium will adapt and grow as well. Historically,
most communication has come from the symposium through traditional mediums of
outreach; campus publishing, E-mail communications, campus marketing and other
closed network outreach. As the committee for Legacy Symposium, committed to
integrating social media into their operations, the inspiration as well as original purpose
of the Symposium are the driving force behind its actions: showcasing Loras’ academic
excellence, and the benefits of a Liberal Arts education. Investing and integrating
digital communication as a pillar of Legacy’s functions is an essential element in
furthering the reach and scope of what the symposium is able to accomplish.
Through utilizing social media, as well as other digital media, the Legacy Symposium
intends to grow excitement and audience for the event. Legacy Symposium is a single
day event, and largely, the life of each symposium has remained confined to that day.
Through social and digital media, we can expand the life of individual projects and
presenters; by referring to them in the future to reflect on the history of Legacy would
also disseminate the work of our campus community to wider audiences. By reaching
wider audiences, we can encourage more young aspirational professionals to join the
Loras community, and enrich our campus with their passion and work ethic.
We also hope that social media can allow us to build reporte and community here on
campus, and give year round life to an event that only lasts for a day. Loras College has
a strong sense of identity, both with current campus members, as well as devoted
alumni. Legacy, while highly revered and enjoyed on campus, is still in its beginnings at
Loras, which has an extensive and rich history. Through social media, the Symposium
will be able to engage with members of the Loras community; new and old, but also
those who are prospectively considering calling Loras home. Our social media can also
catalog the work and achievements on campus as time goes on, provide visuals,
testimonials, and encouragement for student participation, as well as create
community conversations about the future of the Legacy Symposium.

Legacy has already established several affiliated social media accounts. Moving
forward, this guide will establish the form and function of each of the social media
platforms, what to post, the tone of the postings, and the suggested elements that are
appropriate for the platform. If the committee in the future wishes to expand their
social media presence to other platforms, they are encouraged to establish similar
guidelines as the ones found here.
Facebook @LorasCollegeLegacySymposium
Purpose: Facebook is the most established social media platform. The Loras
community utilizes Facebook for communication, connection, and
Tone: Formal, engaging, and collaborative. Facebook’s format balances all modes
of communication fairly evenly: visuals, text, dialogue, and announcements
(amongst other things) allows for a well rounded hub for information.
Elements:
● Ephemeral content that provides information and insight into the event.
● Image/Video posts, showcasing the projects and extending the lives and
reach of individual Symposium presentations
● Discussion posts, and posts that encourage dialogue about the
Symposium.
Instagram @LegacyatLoras
Purpose: Amplify the excitement of the day through visual elements. Minimal
text to allow imagery to speak for itself.
Tone: Fun, light-hearted and aesthetically pleasing.
Elements:
● Ephemeral content for promotional efforts.
● Memorable moments to accurately convey the excitement of
Legacy to those who have not been.
● Captivating visuals, and engaging clips from presentations.
Twitter @LegacyAtLoras
Purpose: Mainly utilized as an alert system and an information hub. Twitter’s
format of minimal text, and limited imaging creates content that is extremely
concise and provides an atmosphere of immediacy.
Tone: Formal, factual, and informative.
Elements:
● Limited visual content, mainly curated infographics, and engaging
short clips. Informative text posts.
● Alerts and pertinent information.
● Limited dialogue- do not engage in controversial or heated
debates. Objectivity is essential.
Managing Conflict
As crucial as it is for those in charge of being mindful and intentional when curating
content, they must be equally mindful and intentional when confronted with conflict or
unforeseen circumstances that arise. Provided below are a few brief examples of how to
go about responding to criticism from social media audiences.
Responses to conflict should follow the appropriate form we have established in this
style guide. Those who construct response should also be objective, sympathetic, and
aim to curate goodwill with critics. Resolution and brand reparation are at the core of
response practices.
Severity Hypothetical Complaints Model Response Action
Low Inaccurate information across “Thank you for catching this Check sources for
platforms. discrepancy. We apologize accurate information.
for any confusion/frustration Look to see where
this may have caused you. other discrepancies
(Provide accurate may be present.
information.) We will be Correct the error.
sure to correct this error
across platforms, so that
others will not be
confused.”
Medium Missed out on Legacy because of We are so sorry you missed Refer them to any
lack of information or event Legacy 2022, and virtual projects that they
communication. understand that you must can view after the
be upset. We are working Symposium is over.
hard to make sure that we Refer them to other
communicate regularly and social media pages so
effectively with the they can stay informed.
community to ensure clarity
and awareness. While
some of the content from
the event is unavailable, we
encourage you to look at
the projects that have a
digital presence.
High Subject matter of a certain project “We understand that there Maybe refer them to
at the symposium got shared are certain subject matters Legacy’s mission
through social media, and that may offend or statement, or Loras
offended the public. displease others. Loras College website that
College as an institution, houses Catholic Social
and Legacy Symposium as Teaching tenets, and

an event, encourage the the other missions and
free thought and values of the college.
exploration of our students.
We apologize that this
content offended you, but
hope you were able to learn
something from it,
nonetheless.”
Images and Other Visuals
Infographics and Digital Posters

Content such as this has a broader range, and does not have to strictly adhere to the
style guide put forth by the college. They should however be well constructed,
engaging, visually captivating, and platform appropriate. These posters and
infographics can have a variety of stylistic elements, posters, texts, colors, and other
things that capture attention.
Photography
Legacy Symposium is a visually captivating day. Loras photographers roam the event,
and catalog the event; utilizing these photos for social media posts, strategically and
effectively, is essential to accurately convey the event to outside audiences. For those
who curate content for Legacy Symposium, they should have access to the photo
archives through the Marketing Page, through the Inside Loras Links.
Video/Clips
Clips and videos of presentations from Legacy have the potential to give social media
audiences the opportunity to re-experience Legacy. Out of all the visual content, live
content such as videos and clips should be the most constructed and revised when it is
utilized. Video content should be purposeful, planned, engaging, and peer-reviewed.
Legacy Symposium should create a stronger bond with the media studies students on
campus to make fulfilling video content. Videos and clips should be an event, so to
speak, produced and released in a fashion that translates the effort that went into their
formation.
Appendix B
Feature Story/Press Release
Campus Opportunity to Showcase Academic Excellence

Oftentimes, the work students do in their class can feel tedious and mundane; a blip in the
revolving door that is their coursework schedule. When projects come along that allows a student
to feel inspired, and that has applications beyond the classroom and an arbitrary grade, the work
they produce is thorough, meaningful, and driven by passion. At Loras College, Legacy
Symposium allows students to showcase those special passion projects that enable them to truly
invest and dedicate themselves to their work.
On April 27th, 2022, Loras will host its 9th annual Legacy Symposium. Legacy tends to
be a popular day, not just for students who present, but for students, faculty, and other Loras
community members who get to see these students shine. For students who present, their journey
often starts in the fall semester. This year, Dr. Katrina Neely Farren-Eller co-chairs the
committee with Ms. Kathy Weber. Professor Farren-Eller is excited for the event not only as an
organizer, but as a participant and professor who looks forward to seeing the work that gets
showcased. “Some students know early in the year that they will present on their long-term
projects, while other students make their decision to present later in the year due to strong
encouragement from their professors. Either way, students need approval from their professors in
order to present.”
Students can present oral presentations, in a formal seminar format, or a poster
presentation that has a less formal and more asynchronous format. Legacy Symposium is also an
opportunity for professors on campus to showcase new projects and publications they have
developed during the academic year. The red-carpet film festival closes out the day, and tends to
be a highlight for the Symposium.
Students need to apply and have their projects approved to present. The application
process includes an abstract and a faculty sponsor. No project is too big or too small to be
presented at Legacy, and the advantage of the event taking place towards the close of spring
semester is that students can really take the time they need to perfect their work. In addition,
having a faculty supervisor ensures that students have a sounding board and a helping hand,
which ensures they are on the right track to give a presentation that gives their hard work due
justice.
Legacy will take place on April 27th, 2022 this academic year. If you are a Duhawk who
has found yourself particularly inspired by the work you are doing this year, speak to a professor
or advisor about the feasibility of presenting. Keep an eye out for important dates and deadlines.
Appendix B Cont.
PRESS RELEASE
5 November 2021
Loras College Legacy Symposium Energizes Campus Community
Loras scholars showcase their academic work at the 9th annual Legacy Symposium.
Loras College students spend most of the academic year working on projects that have practical
applications beyond the classroom. The Legacy Symposium allows Loras students to share
their academic work with the larger campus community through oral and poster presentations.
The Symposium’s presentations come from majors from all areas of study across campus, and
give the event a broad spectrum of content.
Classes and meetings across the entire campus are cancelled to allow students and faculty to
participate freely. Many Loras community members are excited to participate this year, as
COVID-19 has affected the normalcy of the event for the last two years. The committee that
runs Legacy Symposium has taken notes from the unusual circumstance of the pandemic, and
has optimized the event for whatever may come their way.
Katrina Neely Farren-Eller is professor of public relations at Loras, and also heads the
committee for the 2021/2022 academic year.
“Being back on campus, and somewhat back to normal, our committee has been working hard
reorganizing the event, and making adjustments wherever they are needed.”
Farren-Eller goes on to explain that the event traditionally has had logistical hurdles, but
incorporating virtual elements has added a new realm of focus: “We have been working since
August to make sure that the event lives up to the expectations everyone has from before the
pandemic, and we hope to make it even better than it was then.”
The Legacy Symposium is set to take place on April 27th, 2022; students and faculty have
already begun preparations to present their projects. The event is only open to Loras community
members, but they hope that, through social and digital media, they can share work with those
outside their campus.
Appendix C
Target Personas
Current Student Target Profile

Paul Smith- Average and minimally Attitudes cont.
involved on campus Only does what he finds interesting,
as long as it does not require too
Demographic Data: much energy or effort
Male Follows social media trends, but is
Single not popular or ahead of
20 years old trends
Hometown in Chicago Suburbs Does not have any brand loyalty,
White/European buys what is affordable and
Upper Middle Class Family what is comfortable. Usually
Education just buys clothes and
Junior College Student, average products he recognizes from
grades home.
English, high school Spanish Purchasing Motivators
comprehension Getting a higher education because it
Employment is what is expected of him
Internship Will probably only participate in
Local Dubuque business, marketing Legacy if it is required of him
experience Usually invests in trends and things
Minimum wage, parents supplement that are socially acceptable at
financial needs the time- highly influenced
Social Environment by others.
Small circle of friends, mostly male Identifiers and Internet Use
Large family background but Tiktok, Twitter, Youtube
blacksheep Video Game content, music content,
Recreation minimal current events and
Consume television and social media trendy content
Video games Video gamers, musicians (rappers,
Minimal interest in athletics and hip-hop artists, etc.)
sports Use technology mostly for fun and
Attitudes content consumption
Bare minimum is sufficient for most
things
Appendix C Cont.
Prospective Student Target Profile of expectations and hopes for

Candace Hernandez success
An “all-in” kind of person, goes the
Demographic extra mile for everything,
18 commitments are a serious
Female deal for her
Single Trendy in her own kind of way,
Chicago Suburbs makes do with the resources
Mixed heritage, Hispanic and she has and does not have a
European strong concern for labels
Lower Middle Class Purchasing motivators
Education Will explore Legacy as supplemental
Senior in High School, Honors insight into Loras as she is
English and Spanish deciding which college to
Employment attend
High school student Hopefully Legacy will show a the
Part-time job outside of school kind of education and
Leadership experience through community for a highly
school positions aspirational student to invest
Minimum-wage, works to their time and money into
supplement household Legacy needs to demonstrate the
income superior value in their
Social Environment education in competition with
Large circle of friends alternative options
Highly involved
Considered popular Identifiers and Internet Use
Closeknit family unit Instagram, Facebook, TikTok,
Recreation LinkedIn
Extra-curricular activities at school Uses social media and technology to
Educational and career aspirations be productive, and recognizes
Enjoys social media, consumes it at a how integral it is in modern
responsible amount business
Keeps her schedule busy to remain Networks, Self Branding, content
Productive creation, curation, and
Attitudes consumption
High expectations for self Social media and tech used for
Sets goals for herself, and has a lot business and pleasure
Appendix D
Examples of Social Media Posts

Appendix D Cont.

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Legacy Symposium

Social Media Campaign 2022

Work by a Public Relations Student and Legacy Intern

Introduction to Legacy’s Social Media Campaign 6

Competitors and Referents 11

Key Performance Indicators (KPIs) 14

Recommendations for Legacy Symposium 23

Measuring and Evaluating Campaign’s Success 29

Legacy Symposium Benefactor

At the core of Legacy is exemplifying academic excellence and encouraging students

Symposium Design and Format

Social Media Campaign for Legacy Symposium

Before recommendations can be made, it is necessary to look at the social media

Social Media Inventory

Social Media Inventory Cont.

Social Media Currently Utilized

Social Media Unutilized/ Potentially Beneficial

Search Engine Marketing

Loras Legacy The original https://www.googl https://www.googl Social Media

Legacy The original https://www.googl https://www.googl Social Media

College Academic When I put in my https://www.googl https://www.googl While the event

Catholic Liberal 2nd Page, Bottom https://www.googl https://www.googl 2nd Organic

Arts Edu. _przAhVXV80KH _przAhVXV80KH

Competitors and Referents

Duthon: Formerly known as Dance Marathon, Duthon is an annual and popular

Below are links to Duthon social media:

Below are links to Loras C.A.B. social media:

Segmentation: “Small” school, liberal arts education, Catholic School (CST)

Iowa State University****

Below are Links for ISU Innovation Center

Below are links to other referents:

Key Performance Indicators

KPI for Legacy Symposium

KPI FACEBOOK TWITTER INSTAGRAM PINTEREST YOUTUBE

# of Followers 129 68 113 N/A N/A

# of Followed N/A 92 357 N/A N/A

# of N/A 123 41 N/A N/A

Engagement 3.4884 4.3478 2.6549 N/A N/A

Publication Several times Infrequent Infrequent N/A N/A

Responses to none Reposting of None N/A N/A

Contents Images, event Photos, Event Photos, Event N/A N/A

Hashtags N/A #Loras N/A N/A N/A

Live Videos N/A N/A N/A N/A N/A

Ephemeral N/A N/A N/A N/A N/A

Legacy Symposium KPI analysis

KPI for Duthon

KPI FACEBOOK TWITTER INSTAGRAM PINTEREST YOUTUBE

# of Followers 1,848 1,017 660 N/A 15

# of Followed N/A 268 209 N/A N/A

# of N/A 2,500 413 N/A 27

Engagement .4498 1.0060 4.0327 N/A 0

Publication weekly Infrequently weekly N/A N/A

Responses to minimal/none none none N/A N/A

Contents Photos/ Infographics, Photos/graphic N/A videos

Hashtags none #LCDM N/A N/A N/A

Live Videos N/A N/A N/A N/A N/A

Ephemeral N/A N/A For special N/A N/A

Duthon KPI analysis

KPI for Loras College Activities Board (C.A.B.)

KPI FACEBOOK TWITTER INSTAGRAM PINTEREST YOUTUBE

# of Followers 1173 1004 465 N/A N/A

# of Followed - 104 70 N/A N/A

# of - 1470 97 N/A N/A