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Social Media Strategic Brief & Content Proposal + Presentation 1

Social Media Strategic Brief & Content Proposal

Rhianna Drieu, Leah Barney,

Steffen Davis, Jazmyne Howard

Shepherd University


Audience Persona #1

Name: Naim Muhammad Age: 21 Gender: Male Location: Waldorf, MD

Backstory:

He is a student athlete who was in a different major because of the sport he played but changed to

communications because he knew this is what he wanted to do. He comes from a single parent household

who went to a local public school and was a high achieving student in the classroom and on the basketball

court. His personality is very spontaneous and he is a very funny, likeable person who knows a lot of

people. Their goals and aspirations are to simply be successful in life and do what makes the most

sense/money.

About:

1. Given their backstory, why would they subscribe to your social media content? What is it that

you bring to the table for them?

a. They would subscribe to my social media account because they are very connected with Shepherd

University and want to learn a lot about the community and what is going on around the Comm


department and our campus as a whole. Pictures tell different stories than words, so if we post pictures

and videos that catch his eye and see people he goes to class with, he would be inclined to follow.

2. What problem(s) can you help this person solve?

a. I can hopefully help him find what specifically he wants to do when he comes to the Communications

department. This profession and department can be very broad but by showing how many different pieces

we have through IG posts, hopefully he can narrow it down.

3. How do they prefer to be communicated to / with? (tone, voice, etc. For example, formal

language? Down to earth? Explain)

a. He is a very personal guy, so talking in a professional matter is something he prefers. However, given

his personality, he isn’t afraid to crack a joke or a smile. Essentially he can play both parts and still be

successful.

4. What would be their ideal experience with your social media?

a. Their ideal experience would be actively engaging in posts with likes and comments and depending on

what the feature would be, he would want to be featured somehow on the Instagram. Maybe a sports post

that ties in who he is and how he is with the communications department.

5. What do you have in common with them? What experiences do you share with them?

a. I am also a transfer student and also play a sport. I could share how juggling sports and the demands of

projects and papers can be tiring but still beneficial.

5. Describe the emotion they would feel after consuming your content.


b. I think they would finally be welcomed in the Comm department and feel like every other student even

though they transferred from another major.


Audience Persona #2

Name: Matthew Davis Age: 21 Gender: Male Location: Maryland

Backstory:

He has a pretty big family, with three siblings and his parents all under one roof. All throughout college

he’s had pretty good grades, and never really struggled with his Communications classes. He plays sports

at his college, but doesn’t have trouble balancing his school work load with his sports load. They entertain

themselves by going to the gym, sometimes reading, and watching TV. His goals after school, is go into

grad school and eventually become Vice President of a Communications company.

About:

1. Given their backstory, why would they subscribe to your social media content? What is it that

you bring to the table for them?

a. They would subscribe to our social media content because they can get a better grasp of what it looks

like to be in a Communications field of work. They would look into our Instagram because we post


pictures of what it’s like in an everyday life. He would have something to look at, and see if he would

really want to pursue this career field.

2. What problem(s) can you help this person solve?

a.The problems we can help him solve are difficulty with what exactly he wants to do with his degree.

These pictures and captions can help him choose what he wants to do. The pictures can provide more

insight on each career a Communications degree under his belt.

3.How do they prefer to be communicated to / with? (tone, voice, etc. For example, formal

language? Down to earth? Explain)

a.He prefers to be communicated with calmly and connects to someone who is down to earth like him. He

doesn’t like to be talked down to for he doesn’t respond well to that.

4. What would be their ideal experience with your social media?

a.Their ideal experience with our social media is following it everyday looking for postings and pictures

of the career. Maybe possible postings of jobs. And connecting with other followers.

5. What do you have in common with them? What experiences do you share with them?

a.What I have in common with him is trying to find new job openings. Still trying to figure out and have a

concrete idea of what I want to do with my degree. Though, I know what career field I want to go into, I

don’t know exactly what role I want to play within it.

5. Describe the emotion they would feel after consuming your content.

b. After consuming our content they would feel more secure about what they want to do. They would

follow us and continue to check up on what we post and the pictures we post of different things.


Goals and Objectives

Goals:

1. To increase our followers by showcasing our nice geofilters and fun teachers.

2. To raise awareness about the Shepherd Comm Department for students who don’t know

where it is and don’t know it exists.

Objectives:

1. Have at least 25 more followers by the end of first semester.

2. Have at least 50 students use our geofilters.

3. Gain positive feedback from students inside and outside of the Comm department who

want to learn and see more.


Social Media Channel Purpose Statement, Differentiation, and Value Snapchat: A mobile app that allows users to capture videos and pictures that self destruct after a few

seconds. When a user sends a message they get to decide whether it will live for between 1 and

10 seconds. It will be an informative as well as a fun way to engage students in the Comm

department and learn more about the people as well as professors within it. Our followers will be

able to have an inside look and see what the Communications department really has to offer.


Content Proposal

a. Our group plans to coordinate a “Professor Takeover,” which we will select three

professors to takeover the Shepherd Communications Department snapchat and broadcast

their day. We also plan to meet with various students, snap a picture of them, followed by

another picture/video with the quote of their favorite class they have taken within the

department.

b. The plan will fit with both our goals and objectives by engaging more students when they

are interviewed and hopefully they will add the department’s snapchat which will then

help the amount of followers grow. By engaging in a “Professor Takeover” it will

showcase the different professors and their hobbies, etc. which will help bring interest

into the department.

c. The content that we plan to execute will resonate with both the primary and secondary

audiences because it gets current communications students more involved in the

department, we can use it to reach out to potential students that may want to learn more

about the department before transferring or switching, it will give the parents of students

more insight on what their children are interested in, and it will help promote the

department to the Shepherd University community and possibly other schools.

d. Our proposal to use Snapchat to interest more people in the Shepherd Communications

Department will fit perfectly in the campaign theme “Shepherd’s Best Kept Secret,”

because it will give a “behind the scenes,” feel to the campaign.


e. Snapchat will fit in with the content theme calendar below: (first two weeks)


They are:

1. Monica Takeover, Kushin Takeover, Mason Takeover

2. First picture: Student Second Picture: Quote about a specific class they haven taken

(testimony)

3. Comm department filter

f.

● Snapchat is perfect for real-time social media marketing because it can give the audience

direct access to live events.

● You can also use Snapchat to provide special content to your audience that they might

not receive on other digital platforms. Think of something unique to surprise your

community of followers.

● Everyone loves social media giveaways and promotions, so these are ways we can keep

our followers coming back for more.

● With Snapchat, you can provide behind-the-scenes content to your community, which

helps create and engage a strong following.

● Just like with Instagram and other social channels, social media influencers on Snapchat

can help spread brand awareness and reach.

Talbot, Kate. “5 Ways to Use Snapchat for Business.” Social Media Examiner Main Page, Social Media Examiner, 15 Aug. 2015, www.socialmediaexaminer.com/5-ways-to-use-snapchat-for-business/.

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