Each student group will have 20 minutes (max.

) for their presentations (to be submitted

through this page by the start of the seminar), which should be well-structured (e.g., by
including the suggested components, listed below) as well as clear, coherent, creative,
feasible, realistic, and relevant for the client organization. Even if the main body of your
practical deliverables should focus on four social media (Facebook, Instagram, LinkedIn,
and YouTube), social media-based strategic communication campaigns are not the only
answer to every question – as such, various other media, fora, and channels, suitable for the
purpose might be further selected. Overall, there should exist a certain through line, a
connecting thread, bringing all the objectives and practical deliverables together in a
meaningful manner.

Type: Quality of Life Bachelor Program Future Possibilities

Story Students Professors Graduate students

Statistic Sveriges tredje bästa First bachelor 96 % av studenterna

studentstad 2023. program in Strategic som tog examen
Sveriges vackraste communication 2014-2016 jobb
stad, “sundets pärla” inom ett år efter
avslutade studier.

Soundbite Helsingborg: Where Shape the future The world is your

Potential Meets with words and oyster
Opportunity – Your visuals. Join our
Future, Our City! Strategic
Communication
program for a world
where your words
matter most. Your
voice, your world."

Questions to think about:

● What specific metrics will you use to measure the success of the campaign? For
example, how many new applicants are you aiming to attract?
● While TikTok and Instagram are great for engaging a younger audience, what is the
strategy for reaching and engaging older potential students who might use platforms
like Facebook or other channels?
● Can you provide more details on the budget allocation and estimated costs for
implementing the campaign, especially in terms of using AI and other tools?
● How will you assess the campaign's performance and make necessary adjustments
without a specific timeline?
● Can you provide a sample content calendar for the campaign, detailing the types of
content that will be posted and their respective schedules?
Introduction (~2 minutes): Simon
Introduce the group members
Our independent PR consulting team MOFSI consists of 5 people. Content creator Isabelle
Dahlgren, AI expert Felicia Molnar, Oliver Martinsson our marketing strategist, Maja
Nilsson, digital analyst, and me, Simon Schmidt our PR manager.

Provide an overview of the campaign’s purpose and objectives

Our campaign aims to elevate the visibility of the Institute for Strategic Communication at
Lund University and attract prospective students. We aim to establish the Institute as a hub
for strategic communication education and captivate our target audience of newly graduated
students aged 24 and younger. Our campaign is centered on highlighting the unique
advantages offered by our strategic communication bachelor programs, which we are
confident will illustrate them as gateways to a promising future in the field. We are also
confident that we will expand our social media presence across TikTok, Instagram and
LinkedIn, effectively engaging with our target audience in the spaces where they are most
digitally active. To enrich our campaign, we are encouraging current students to generate
content that provides an authentic glimpse into student life and underscores the advantages of
studying at the Institute for Strategic Communication. We continuously monitor and analyze
our campaign's performance to optimize our strategies. Our ultimate goal is to rekindle
interest in our programs, and we are confident that we will foster a thriving community of
students passionate about the potential of strategic communication in shaping the future.

Situation Analysis & Target Audience (~5 minutes): Maja

Describe the current state of the organization or cause that the campaign is centered around.
In 2007, a revolution in education began as Lund University launched the first Swedish
program in strategic communication. Today, they offer several cutting-edge educational
programs and courses at basic and advanced levels. The field of strategic communication is
continually developing and it’s crucial for institutions to keep up the pace with the latest
trends in the industry. Your programs and courses are designed to equip students with the
most current knowledge and skills.

However, we have recently noticed a decline in the number of students interested in your
programs since 2017. But this has only made us more determined to evaluate and upgrade
your offerings to meet the needs of the modern world. The marketing slogan "Shape the
future with words and visuals'' reflects your unwavering commitment to offer programs that
are relevant, and provide students with the skills to thrive in the digital landscape. The
institution is always improving and adapting to current market trends and opportunities to
make the learning process feel new and engaging. For example, introducing the possibilities
of AI.

We are excited to announce that we are expanding your social media presence on TikTok,
Instagram, and LinkedIn. This is an opportunity to connect with tech-savvy and digitally
attached people who are looking for a dynamic learning experience. We will constantly be
monitoring the effectiveness of these platforms and continue to develop new strategies to
engage and recruit potential students.

Highlight relevant industry trends and challenges (if applicable).

Sweden is experiencing a rise in individuals pursuing higher education. This means a more
competitive industry with more applicants. This establishes pressure for better campaigns in
order to reach the target audience. We are here to provide you with knowledge and tools
beneficial to succeed.

Today’s students navigate through a world heavily influenced by social media. Platforms like
TikTok have become the ultimate media for information and entertainment. Our campaign
recognizes the power of this trend and empowers students with these skills.

When developing a campaign it is important to think about the challenges that come with it.
In a society where circumstances can change rapidly, our campaign and communication
strategies are designed to adapt, ensuring your audience receives timely and relevant
information. With the rising competition in education, our campaign stands out. We
empathize with quality and deliver career outcomes to help students navigate through the
field of higher education.

Define and profile the target audience for the campaign → Explain the rationale for choosing
this audience.
The purpose of this campaign is to increase the brand awareness of the two bachelor
programs among younger people, with further subdivisions of audiences outside of Skåne.
Our campaign is designed to reach potential students from the ages of 24 down to gymnasium
graduates, aged between 16-19. We have set our sights on the future by targeting a youthful
audience, which aligns with the age group most commonly associated with university
applicants. This is particularly relevant as statistics show that the majority of university
students are under the age of 24.

SMART - Oliver 2 min

Specific:
Our goal is to raise the brand awareness of the two bachelor programs and increase the
number of applicants. We plan to involve a diverse group of people, including students,
creators, and business partners. The campaign will take place on social media, with both
short- and long-term goals.

Measurable:
We'll monitor social media stats to see if we're meeting our goals. We'll use A.I functions like
Stance and Sentiment Analysis to track the extent of our reach, frequency of mentions, and
media. This helps us determine the tone of mentions - whether positive, negative, or neutral.)

Achievable: Looking at the history of both bachelor programs there has in recent years been a
decline in applicants to both programs. This shows that the goals we set are both needed and
achievable, raising the number of applicants back to what it was is not an impossible task
seeing as it has already been done just in recent years. Having this goal should motivate not
only professors and lecturers but also the individuals at the communications department.

Relevant:
Now that we know the specifics we can start looking into the relevance of the goals we are
setting.
Is this the right time? Since the year 2000, there has been a steady increase in the population
with higher education (3 years or longer) which means that putting time in to raise awareness
about the bachelor programs and increasing applicants is relevant now since the target
audience is consistently growing.

Does this goal align with my other goals?

In the current existing strategic plan for Campus Helsingborg drawn up for 2023-2026, there
are six prioritized goals. This strategy aligns mostly with 3 of them which touch on the
institution's hunger for development and offer the possibility of an attractive educational
environment.

Time-based:
We have not set a firm deadline for this campaign, but we will be closely monitoring its
progress on social media. During our five-year plan, we will review the progress at critical
stages of the application process during the academic calendar. With this approach, we can
tweak the strategy depending on the results of the applications each year.

-n (~10 minutes): 2 min

Present the overall strategy, including key messages and themes.
Our overall strategy is to showcase the university's strengths and opportunities to potential
students while also highlighting the exceptional quality of life in Helsingborg. We will use
stories, statistics, and sound bites in order to engage and captivate our target audience.

In the first theme, we emphasize the Quality of Life in Helsingborg. We spotlight

Helsingborg as the third-best student city in 2023, often referred to as "Sundets pärla,". We
convey the idea that Helsingborg offers a lively and high-quality student life, complete with
beautiful surroundings, and a welcoming community. To make the message relatable our plan
is to tell the stories of your students. Their insight into the city's charm and academic aspects
of life will be the supporting factor as to why Helsingborg ranks so high as a student city,
making it an attractive destination for education. Our sound bite sums it up: "Helsingborg:
Where Potential Meets Opportunity – Your Future, Our City!"

Moving on to the second theme, we promote your Bachelor Programs. Our key message
highlights that you created the first bachelor program in strategic communication. The
supporting message underscores the significance of communication skills in today's world.
Here we tell the story of Jesper Falkheim and Mats Heide on their journey in our pioneering
Strategic Communication program and how the profession has changed over the years. This
provides valuable insight into the program and the updated curriculum that make the program
so refreshing. The catchy sound bite encapsulates our message: "Shape the future with words
and visuals. Join our Strategic Communication program for a world where your words matter
most. Your voice, your world."

In the third theme, we emphasize the Future Possibilities. Our key message is the promising
statistic that 96% of your graduates from 2014-2016 secured jobs within a year of completing
their studies. We underscore the incredible opportunities you offer your students, with their
education ensuring a bright future. Here we tell the story of a previous student of yours
(preferably working for a partner organization), showing how swiftly their career launched,
illustrating the opportunities you provide.

Present the campaign plans for Facebook, Instagram, LinkedIn, and YouTube individually –
e.g., by showcasing examples of content (text, images, sounds, and videos) that will be used
in the campaigns as well as introducing the content calendar and posting schedules – and
explain how these plans align with the overall PR strategy.
Felicia 4MIN
We have chosen to prioritize the social media platforms where our target audience is highly
active, which are Instagram and TikTok. Most of the user base on these platforms aligns with
our target audience, which inlcudes individuals between 18 and 24 years old. Both Instagram
and TikTok are visually oriented platforms that perfectly suit younger users' preferences, and
are designed to naturally appeal this age group. Therefore, it makes them powerful tools for
engaging our target audience. We have also chosen LinkedIn because the platform offers
great networking opportunities for students to reach their dream jobs. Therefore a more
frequent presence at LinkedIn will improve Lunds University's reputation. Due to the
institution already having a strong presence on Facebook, it is more urgent to improve other
popular media types, such as TikTok. This platform alongside other media offers great
possibilities in marketing your programs. While a platform like Youtube can be relevant,
compared to TikTok, it doesn't generate the same engagement rate. The strategy will focus on
the platforms we consider the most relevant.

Tiktok
When it comes to posting on TikTok, we have decided to post once a week to prioritize
quality content. To stay ahead of trends, we'll use Teamsmart.ai for trend analysis, audience
growth strategy, and hashtag optimization. This will save time and resources, and ensure
high-quality content that resonates with our audience.

Tiktok
​We have chosen to use TikTok by adapting our advertising to current trends. Through this
adaptation, we have the opportunity to create relevant content that engages our target
audience. Something that is trending right now on TikTok involves people asking their
partners, "How often do you think about the Roman Empire?". Therefore, we've created a
video based on this trend but shifted the focus from the Roman Empire to Helsingborgs’
student life. By aligning with this trend our ad establishes relevance and seamlessly fits into
the target audience's feeds.

Tiktok Ideas
To ensure that we continue to remain in sync with the latest TikTok trends and engage our
target audience effectively, we plan to use AI to analyze the most popular topics and themes
for future content. We also plan to allow current students to create TikToks to provide a
clearer insight into Helsingborg's student life. For instance, the students can create videos
showing what a day in Helsingborg can look like.

Instagram Isabelle 3 MIN

● Instagram is a popular social media platform among young adults and teenagers,
making it an effective way to reach the the target group.
 ● Instagram's visual nature and easy-to-use interface make it an ideal platform for
creating and sharing content that appeals to your age group.
● With over one billion monthly active users, Instagram has a vast and diverse audience,
providing a great opportunity to reach a wide range of potential students.
● Additionally, Instagram's features such as hashtags, stories, and reels, provide
numerous ways to engage with users and build a community around your brand.
By leveraging Instagram's powerful features, we can create compelling content that captures
the attention of potential students and inspires them to take action.

Posting schedule
When it comes to establishing an effective posting schedule for Instagram, consistency is key.
It's important to post consistently, prioritize quality over quantity, and determine the best
posting time.

For example, you could aim to post three times per week on Instagram. As for the best
posting times, it's generally recommended to post on weekdays during lunch hours (11AM -
1PM) or in the evening when people are home and relaxing (6PM -10PM). By maintaining a
consistent posting schedule, you can increase engagement with your followers and build a
strong presence on Instagram.

Three posts: One post of each message

1 theme - bachelor program - quotes from students
2 post - future possibilities - career paths one with the Stratcom bachelor might take
3 post - quality of life - quote from a student
All the text is AI generated
As well as the pictures and caption with hashtags and emojis

Linkedin - Simon
LinkedIn is an excellent platform for networking and offering numerous opportunities. It
allows students to engage with postgraduates and provides companies with the opportunity to
identify potential employees. This is also an area where the institute has great potential. The
Lund University LinkedIn profile has a large international network of around 250 thousand
followers, while the Institute of Strategic Communication's profile only has 15. We believe
this is due to the lack of presence on the platform. However, we believe that the Institute's
profile can gain more visibility and credibility through regular updates on curricular
activities, endorsements from professional partners, and recommendations from professors
and colleagues. A strong presence on LinkedIn is crucial for potential students as they
navigate their academic and professional journey, and the Institute's strategy on LinkedIn will
yield both short-term and long-term benefits. Therefore, using LinkedIn not only aligns with
the university's identity but also amplifies its commitment to fostering future professionals in
the communication field. By creating engaging content and fostering a strong community, the
Institute can showcase its expertise and attract more followers and potential students on this
important platform.

Show LinkedIn Mockup

However, we will customize the content depending on the platform it will be published on
and use a content calendar to reach our audience when they’re most receptive and engaged.

Discuss strategies for engaging the audience and promoting interaction.

In order to engage our audience and promote meaningful interactions, we plan to arrange
visits to high schools by both current and former strategic communication students. These
visits will be an opportunity for our target audience to gain insights into the daily lives and
experiences of students.

Discuss the use of generative AI in campaign execution (as well as planning – if applicable).
And as mentioned we utilized AI in several different ways: to generate TikTok and content
ideas, create a posting schedule, and gather data on our target audience. AI is a good virtual
assistant in collecting useful information as well as helping with tasks.

Measurement and Evaluation & Budget and Resources (~2 minutes):

Isabelle : 2 Min
Outline the key performance indicators (KPIs) that might be used to measure the campaign’s
success (if applicable).Sure, here you go:
It's important to track the performance of your content and presence on social media
plattforms. Luckily, both Instagram and TikTok offer some basic KPIs and analytics,
including views, likes, shares, comments, engagement rate, audience demographics, trends,
and much more. By analyzing these metrics, you can adjust your content strategy and
optimize your presence for maximum impact. In the long run, the use of KPI can lead to
efficient content that will generate more applying students at Lund University.

Discuss how data and analytics will be used for campaign adjustments.
Data and analytics can be collected from various channels to determine audience engagement
and response. Adjustments can then be made to better appeal to the target audience, such as
adapting messaging or visuals. Data can also track the success of specific campaign
components, allowing for continuous improvement and desired outcomes.

Our campaign purposely aligns with the Gregory planning model in our plan to constantly
evaluate our tactics through review analysis in order to stay ahead. By following the Gregory
Planning Model, we will ensure that our PR campaign is well-structured, data-driven, and
aligned with your goals. It helps us address the problem strategically, set clear objectives,
create effective strategies, and implement tactics that resonate with your target audience.

Provide an overview of the budget allocation for the campaign (if applicable).
When creating the campaign, the priority has always been to ensure that the campaign is
cost-effective and budget-friendly. This means that we have been exploring options, such as
using AI, that can help you achieve your goals without having to spend a large amount of
money. For instance, we have considered hiring a student as a part-time employee, and we
have also explored the possibility of using tools like Cision(sision) to provide you with more
specific data. By being mindful of your budget, we can distribute your resources more
effectively and ensure that we are able to achieve your objectives without overspending.

Conclusion (~1 minute): Maja

Summarize the key points of the presentation.
This presentation discussed the strategic approach to the campaign, emphasizing data-driven
strategies, performance tracking, and adaptability to optimize outcomes. It highlights the
importance of reaching and engaging the desired target group effectively. This is done by
expanding social media presence and engaging AI across different platforms.

Our campaign will help you to reach out to a larger audience of potential students, and
increase the number of applicants. Additionally, it will boost the institution's presence on
different social media platforms, which will improve brand awareness. This, in turn, will
result in more qualified applicants, leading to an overall better reputation for Lund
University.