Project Overview
The Luddy School aimed to boost undergraduate enrollment and partnered with our team to create a targeted social media strategy. We identified key content pillars, platforms, and tactics to engage high school seniors effectively. Our proposed strategy aligns with Luddy's goals and is being considered for implementation by the Luddy Undergraduate Recruiting Team.
Timeframe: 6 weeks
My Role: UX Researcher and Strategist
Team: Juhi Khare, Prangan Kashyap, Riddhi Jiotode, Yatrik Raithatha
Methods: Stakeholder Map, User Journey, Competitive Analysis, Strategy Workshop
Understanding Project Space
Our research began with stakeholder interviews aimed at understanding their desired outcomes and expectations for the strategy.
Scope for Project
The IU Luddy Bloomington Undergraduate Recruiting team would like students to design a social media strategy to entice prospective students to choose IU Luddy as their educational choice.
Goal
To increase undergraduate enrollment by 10 percent with continued growth YoY and enhance web experience with engagement opportunities
Current Status
Team works with Marketing Director for social media content. No separate channels for undergrad recruiting; funneled to main Luddy School social media for all majors with all info.
Limitations/Constraints
The LUR team discussed obstacles of having its own social media channels with Luddy Marketing due to the recruiting staff's lack of marketing/design backgrounds.
Secondary Research
Next, we conducted secondary research to understand the decision-making factors for college students and assessed the current state of Luddy's social media presence.
Understanding Target Audience
We conducted interviews and created personas, which helped us to create a journey map for high school seniors who are looking to choose their university for undergraduate studies.
This map illustrates the different stages of the student journey and highlights that the waiting period after applying is where students tend to have the most negative experience.
Current Journey Map of high school seniors during college section process
Taking inspiration from the concept of sphere of influence, we created a social sphere of influence to better understand the individuals, groups and content that have an impact on a student's decision-making process.
By creating the stakeholder map, we were able to identify the different stakeholders involved in the decision-making process and gain an understanding of their motivations and goals. This allowed us to develop a more effective communication plan that addressed their specific needs and concerns.
Understanding Luddy’s Current Social Media Presence
We utilized Keyhole to conduct a competitive analysis to compare Luddy's current social media to that of its competitors like Purdue College of Engineering, Illinois Institute of Technology, Chicago and Ohio State University College of Engineering.
Type of Content on Instagram
IU Bloomington is not at all posting video content that is the most engaging form of post on social media these days.
Most Engaging Content Type
We observed that Carousels were the most engaging type of content when it came to sharing information but videos were the most effective to attract new viewers.
Opportunity Space
We identified that the stages when students apply to IU and when they receive an admission decision are critical decision-making periods, so we narrowed our focus to these stages for our strategy.
Generating Ideas
During a strategy workshop, we collaborated with other strategists to brainstorm and generate multiple solutions for our identified problem. We discussed feasibility and impact and narrowed down our options. We then explored "how might we" and "what ifs" for each idea to determine the best approach to move forward.
The Strategy
Our strategy is divided into two parts, focusing on two stages of the student decision-making process: after applying to IU and after receiving admission from IU. We came up with two campaigns named "Experience Luddy" and "Choose Luddy," respectively.
#ExperienceLuddy
#ExperienceLuddy runs from August to January, aiming to increase applications by showcasing engaging content tailored to Midwest high school seniors. By highlighting the best of Luddy, we capture potential students' interest and encourage them to apply.
#ChooseLuddy
#ChooseLuddy runs from January to July, focusing on increasing the admission yield rate by converting admitted students into enrolled ones. By creating personalized content that addresses their concerns and highlights the unique benefits of the Luddy community, we aim to help admitted students envision themselves at Luddy and boost enrollment.
Type of Content
Based on the outlined strategy, we have chosen to prioritize three specific content pillars: experiential, educational, and entertaining. We decided to opt for platforms that effectively engage high school seniors. Among these platforms, Instagram and Snapchat have been found to be particularly effective.
Short Form Video Content
Short-form videos, popularized by platforms like TikTok and Instagram Reels, are highly engaging and easily shareable, making them an effective tool for capturing audience attention in today’s fast-paced world. They offer a quick and convenient way to consume information and entertainment, catering to shorter attention spans. View sample videos here.
Short form video content
Augmented reality (AR) filters
Augmented reality (AR) Filters
The integration of Augmented Reality (AR) filters into these short videos has further enhanced their appeal, providing users with the ability to transform their videos into interactive and immersive experiences. This not only allows organizations to connect with their users in a more engaging way, but it also enables organizations to extend their reach through the power of network effect.The use of such filters automatically promotes Luddy as a brand.
The implementation of such filters in our strategy is described below.
Influencer Marketing
Our research indicates that students tend to trust influencers more than official pages and are more likely to engage with their content. By incentivizing student and existing influencers to create and share content related to Luddy courses and programs, we can tap into their networks to reach a wider audience and potentially increase interest and applications.
We can also observe and address student questions and doubts on influencer posts, improving our content strategy to better serve their needs.
Hashtag Campaigns
Hashtag campaigns can help increase visibility and build brand awareness by categorizing content and making it easier to find. They can also increase engagement by encouraging users to share content and participate in the campaign. Additionally, hashtag campaigns can provide valuable insights about our target high school seniors.
By creating a community around our brand, we can foster a sense of belonging and create a positive association with Luddy courses and programs.
Tracking Success using KPIs
Tracking key performance indicators (KPIs) is crucial to determining the success of our social media strategy. To measure our progress, we will focus on several KPIs:
Impressions, shares & Capture on AR Filters | MoM (Month on Month)
Number of posts in Hashtags
Likes, comments & Shares on posts | MoM (Month on Month)
Reach on Short-Form Content
Views on Short-Form Content
Tracking KPIs helps us understand what's working and what needs improvement in our social media strategy. We can make informed decisions to optimize our tactics and achieve better results. Over time, KPI tracking allows us to measure progress and identify trends for future adjustments. By staying focused on KPIs and making data-driven decisions, we ensure that our strategy aligns with our goals and delivers results.
Reflections
Collaborating with stakeholders: Working with stakeholders to build a social media strategy requires open and effective communication. It is important to understand their expectations and goals to ensure that the strategy aligns with their vision. By engaging with stakeholders, we can gain valuable insights that help in crafting an effective strategy.
The importance of data: Building a successful social media strategy requires a deep understanding of the target audience and the platforms being used. By collecting and analyzing data on user behavior and engagement, we were able to identify the most effective tactics for reaching and engaging with the client's target audience.
The value of ongoing evaluation: Social media is a dynamic landscape, and what works today may not work tomorrow. By consistently monitoring and evaluating the performance of the strategy, we were able to identify opportunities for improvement and make data-driven decisions to optimize the client's social media presence over time.