mint social media marketing campaign
TRANSCRIPT
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MINT LEAF
D A N I E L K A Y A L , Z A C J E S S N E R , C O R MA C O ’ B R I E N & C O N O R
L A V E L L E
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STRATEGY• Promote MInT
• Research • DCU, DCUBS and societies social media pages
• Strong Clear Goals – Consistent Colours & Message
• Segmentation – CAO applicants, International Students, Mature students
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TARGET MARKET• Students
• Main market
• Informal content
• Provocative imagery
• Parents• Influencers
• Formal content
• Respond to in-depth information
• Hard to reach
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LEAFLeadership Entrepreneurship Ambition
Fulfillment
• Acronym to accompany MInT
• Explains what the students can expect
• Used on all platforms and ties to video
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LOGO
• Brand Awareness and recognition
• Incorporates LEAF in a visual sense
• Emphasizes the technology aspect
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VIDEO• Short tour of DCU
• Showing the facilities it has to offer
• Explaining MInT• Explaining each letter of LEAF• Potential employers
• 77 views
MInT LEAF Video
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SOCIAL MEDIA• Facebook – 63% (Jan 2016)
• Twitter – 31% (Jan 2016)
• Instagram – 22% (Jan 2016)
• Snapchat – 25% (Jan 2016)
• We chose to invest in each according to their share• #MInTLEAF
According to IpsosMRBI.com
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FACEBOOK• Semi-formal and Informative
• Detailed each letter of LEAF
• Links to articles related to the course material
• Reviews
• 31 people liked the page• 104 page views• 284 people reached
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TWITTER• More Informal
• Image and graphic focused
• Humorous
• Inspiring
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• Difficult to reach people• Smaller user base• Only 9 followers• Not much interaction from followers
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INSTAGRAM• Similar to Twitter
• Informal approach
• Smaller user base so difficult to engage with people
• Easier to reach target market
• More engagement • 40 followers• Average of 7 likes per post
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SNAPCHAT
• Day to day life in MInT
• Very difficult to cultivate any followers
• Only 2 followers
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EVALUATION
• Target Market• Students - Did not engage as we would have hoped• Parents - Hard to reach
• Video• Message was right • Slightly boring
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EVALUATION
• Facebook• Did not reach enough people – maybe too formal• No limit on characters
• Instagram• Easier to reach target audience• More engaged followers• Difficult to get message across in pictures
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EVALUATION
• Twitter • Very difficult to attract target audience
• Similar technique to Instagram didn’t work• Jumping on trends
• Snapchat• Character count– difficult to get message across• Little to no engagement• LinkedIn
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THANKS FO
R LISTENING
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SOCIAL MEDIA LINKShttps://www.facebook.com/MintLEAfDCU/
https://www.instagram.com/mint_leaf_dcu/
https://twitter.com/MInTMG114