Social Media Marketing Plan

By Ryan Smith, Josh Stephens, Preston Bagdon, Timothy

Custer, Will Hurley
Situation Analysis
Internal & External Environment
Internal:
External:
Tangible Resources:
● Competitors:
Budget, Technology, Human
Resources Iowa U, Clemson U, VT, UVA,
Penn State
Intangible Resources:
Brand, Intellectual Property, ● Oversaturation of content.
Institutional Knowledge ● Many competitor schools
with larger audiences.
SWOT Analysis
Social Media
Objectives
Objectives
Improve alumni engagement on social media by featuring at least one alumni success story or event each month, and encouraging alumni to share
their own experiences and memories of JMU on social media.

Increase engagement on social media by 20% within the next six months by incorporating more interactive content, such as polls, Q&A
sessions, and Instagram Stories, into the university's social media strategy.

Enhance JMU's brand and reputation by showcasing more of the university's unique campus culture and achievements through
high-quality visual content, such as photos and videos, on social media platforms, and tracking the engagement and reach of these posts.

Improve the sentiment score of social media conversations about JMU by 10% within the next year by actively monitoring and
responding to comments and messages from followers, and addressing any negative feedback or concerns.

Increase JMU's Twitter engagement by 25% within the next three months by posting more frequently and leveraging
Twitter chats and trending hashtags to increase visibility and reach.

Promote and create content for JMU's YouTube channel and grow the subscriber base to 10,000 within the next 12
months by creating high-quality video content, collaborating with influencers and alumni, and promoting the
channel across other social media platforms.

Increase JMU's overall social media engagement by 20% within the next six months by launching social
media campaigns and contests that encourage user-generated content, sharing more behind-the-scenes
content, and fostering an online community that feels connected and engaged with JMU.
What Platforms will be used?
● Facebook
○ Facebook has over 2.8 billion monthly active users as of 2021. The platform
is renowned for building brand awareness, engaging with followers, and
creating a sense of community.
● Instagram
○ Offers a more visual experience, allowing for more active engagement
through the use of pictures and videos. Many prospective college students
use this platform for everyday use. The platform also has more than 1
billion active users.
● Snapchat
○ Snapchat has over 375 million daily active users, making it a platform with
significant reach and potential for expanding visibility. Snapchat users
are generally younger than other social media platforms.
● YouTube
○ Through YouTube, JMU can create and share high-quality video content that
showcases the JMU experience, promotes campus events, and highlights
student life.
Target Audiences
and Personas
Target Audience #1
Senior Sarah:

● Highschool Seniors
● Values achievement and
growth.
● Schedule full of activities
● Comparing JMU to several
other Universities
Target Audience #2
Alumni Alex:

● Over 23 y/o
● Career Driven
● Family Oriented
● Wants to help the next
generation at JMU
Creative Strategy
Organic Campaigns
1. JMU Fosters Success 2. JMU Brand Awareness:
● Participation from current
● Focused on JMU Alumni students.
● Organic success stories ● Club videos, fraternity events,
community service, etc.
shared by Alumni. ● Snapchat
● Reassures college students
that an academic career at
JMU will lead to a job
● Instagram, Facebook,
LinkedIn
Influencer Marketing Campaigns
Lilac War
Kendall Vertes:
● Current Student at JMU
● Celebrity level influencer
● Unique incentive
opportunity
● Instagram

Lilac War:
● Nano level influencer
● Affinity for
Harrisonburg/Rockingham
● Appeal to local community
● JMU Alumni
● Twitter
Activation Plan
Activation Plan
Summer 2023:

The JMU Social Media liaison will need to reach out to influencers
specifically Kendall, in order to ensure the opportunity is not lost before
she graduates.

Budget Breakdown:

Kendall:

$5,000 + Scholarship ($10,000) + Class Credit

Lilac War:

$2,400

Organic campaigns:

$250 for JMU Brand Awareness

Management &
Measurement
Management
● The JMU Social Media team
will be responsible for
the implementation and
management of the
suggested plan
● Tools:
○ Hootsuite
○ Sprout Social
○ Google Analytics
Measurement
● Metrics:
○ Engagement Rates
○ Follower Growth Rate
○ Click-Through Rate (CTR)
○ Impressions/Reach
○ Conversion Rate (If Applicable)
○ Cost Per Engagement (CPE)
○ Return on Investment (ROI)
Thank You!