Digital Marketing Strategy
SBU - Social Media Strategy
During my final semester of undergrad, I was given the opportunity to work with our University's marketing department to develop a long term Facebook strategy that could be used for the St. Bonaventure official account. Prior to this effort, the University had struggled in their efforts to boost engagement. I love St. Bonaventure University, and I thoroughly enjoyed developing tactics and creating a content calendar that would capture the attention of prospective students, parents, and alumni. Implementation of the strategy began last summer and the document provided illustrates the vast improvements in engagement.
Digital Marketing Graduate Assistantship
Dr. Northington (Prof. of Digital Marketing) has been known around campus for developing one of the most unique semester-long projects in which teams of undergraduate students are graded on their ability to provide assistance to local businesses. As the Marketing GA, I was given the opportunity to work as an Assistant Professor and teach these classes with Dr. Northington. It was my job to seek out local clients in need of digital assistance, develop teams of undergraduate students capable of meeting these needs, and to manage these groups throughout the semester while pointing them in the right direction. I had the pleasure of meeting with 5-10 groups of undergraduate students each week as we provided assistance with website development, organic and paid social media, content marketing, public relations, and other strategic endeavors.
Prior to the semester, as Dr. Northington and I sought out local clients in need of marketing assistance, we were approached by managers who worked in our University's Events Dept. Our University had recently started a brand by the name of St. Bonavenue to offer an event-planning service for groups looking to utilize the campus. The marketing plan revolved around promoting our University's venues that could be utilized when students weren't on campus. Business buildings could be used for conferences, athletic facilities could be utilized for sports camps, and the townhouses allowed for living arrangements.
In addition to assistance with the web design (StBonavenue.com), I worked with a team to specifically construct a Facebook strategy that our Events Dept. could implement. We primarily focused on creative methods to improve organic reach while also providing a step by step "gameplan" of how the page should be utilized. This was one of my favorite projects to manage and the pdf attached provides just one example of a strategic report that we delivered to the client.
During the spring semester, my Professor and I were contacted by Woodside Tavern, a local restaurant in Olean, NY. Woodside was known around town for their driving range and beer selection but the owners knew that there was much more untapped potential. The venue had a newly finished dining room with a rustic feel and beautiful landscaping. The tavern owners knew how to make great food and provide a great experience, they just needed a little bit of guidance on the marketing side of the business. After meeting with the owners a few times, I assembled three different teams of students that would provide digital assistance to Woodside throughout the semester. Team 1 focused on providing a "PR Playbook" to guide Woodside in responding to social media reviews and criticism. Team 2 worked to provide Woodside with a Facebook strategy and content calendar that would improve reach and escalate engagement among page followers. Last but not least, Team 3 focused on building a new website with a user-centered design that adhered to all three different target audiences. We weren't quite able to meet the end-of-semester deadline due to covid but I have since finished up the site design and it can be seen here!
Along with the website redesign, our rebrand included a title change from "Woodside on the range" to simply "Woodside". We were especially excited to separate the pavilion side of the business from the tavern in order to specifically advertise the venue as a tremendous wedding space.
My sophomore year, I began working for C4 which was an on-campus business consulting group. Our club consisted of roughly 20-30 members and we had a mission to provide a wide array of consulting services to any local businesses who sought our help. The great thing about C4 was that our club consisted of Accounting, Finance, Management, and Marketing majors. Therefore, our team possessed a broad scope of knowledge that could be applied to overcome any challenge that a local business was facing. I enjoyed meeting with clients in person and working with my teammates over Trello as we addressed the various issues at hand. Throughout my time in C4, I enjoyed developing a promotional strategy for NSD Olean and Leadership Cattaraugus that encompassed digital and traditional advertising. My Junior year, I took part in my first marketing research experiment in which my team assisted Ried's Food Barn in gathering customer perceptions to make improvements. We were given access to a mailing list with thousands of email addresses and our team developed key research questions that needed to be answered. We carefully designed a survey and collected over 500 responses. Using SPSS, we were able to conduct an in-depth analysis and provide RFB with a statistically significant answer to all five of our research questions.
Last summer, as Dr. Northington and I began to seek out local businesses in need of assistance, we were approached by the Dean of Graduate Studies at St. Bonaventure. At the time, enrollment was down for all four MSEd programs (Adolescent Ed, Literacy, Ed Leadership, and Inclusive Special Ed). Each of these programs were inherently different regarding the curriculum, requirements, and corresponding target market.
We met with the dean and made a decision to divide our classes into five different teams that would each focus on developing a digital marketing strategy for their assigned program. I enjoyed meeting with these groups weekly as we addressed the promotional challenges that pertained to each specific degree. As the semester progressed, each team traveled down a unique path to ensure effectiveness of their proposal. For example, the Educational Leadership program in particular is undergoing a transition to a fully online program. Facing this obstacle, our team designed a search, display, and video paid advertising campaign specifically for that degree. Below you can find a linked document that we provided to the school Marketing Dept., Program Director, and Dean of Graduate Studies.