JMU In LA Social Media Management
A semester-long collaborative project in which my group was tasked with managing the social media accounts for the JMU In LA study abroad program. This involved brand research, analysis, brand guide development, content creation, and more.
Overview
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JMU in LA is a summer study abroad and internship program that focusses on the entertainment industry. Students of all majors can apply to the highly competitive program for a chance to live and work in the entertainment capital of the world to gain experience like never before.
Target Audience
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JMU students interested in the entertainment industry are the main target because they are the ones applying for the program.
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JMU alumni, especially those within the program, with experience and connections. Alumni of the program often offer wisdom to current students, such as internship opportunities.
SWOT Analysis
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Strengths:
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Consistent color palette on most platforms.
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Clear brand goals and tone of voice.
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Has more followers/engagement than the direct competitors.
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Consistent and successful in highlighting student participants in the program & sharing their POVs.
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Weaknesses:
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Inconsistent posting schedule throughout the year.
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Posting the same content on all platforms/not considering that platform's target audience.
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Opportunities:
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Higher enrollment of JMU students.
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Strong positive brand sentiment.
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Threats:
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​More study abroad programs of a similar nature are being introduced for SMAD students.
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Goals
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Facebook:
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Increase engagement by 30% by the end of the semester.​
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Increase followers by 25% by the end of the semester.
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Increase social media site visits by 30% by the end of the semester.
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Instagram:
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Increase engagement by 15% by the end of the semester.​
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Increase followers by 15% by the end of the semester.
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Increase social media site visits by 30% by the end of the semester.
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The Deliverables
Top Performing Facebook Posts
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This alumni-focused post was our most successful according to metrics analysis.
This post showcases one of the biggest opportunities offered to students on the trip.
Posted weekly with different content to showcase program highlights.
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Instagram Sample Content
Collaborators and Role
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Collaborators: Ruby Powers, Ashlee Thompson, Anjali Sharma, and Riley Ames
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My Role: I conceptualized and designed the alumni-focused Facebook post and approved the overall design for the rest of the posts and sample content. I also brainstormed the concept of the Instagram live post sample content.