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JMU in LA Social Media Strategy Plan

JMU in LA is a study away program where students study the entertainment industry by being apart of it. Students spend 2 months, June-July, at an internship in LA and take 2 classes as well. They have opportunities to travel and explore LA. The program is not very well known so Dr. Mitchell asked our class to expand the reach of JMU in LA's social media.

The Challenge

Create a full 3 month social media strategy plan for JMU in LA. 

Intended Audience

Potential students, current students, new students, alumni of the program, and parents

Role

Art Director, InDesign specialist, Book creator. 

Deliverables

The plan, the book, and a final presentation.

Screenshot 2023-12-13 174157_edited.jpg

The Big Idea

JM-You in LA

Creative Rationale

Our main idea was to give people room to imagine themselves studying in LA for the summer. We wanted them to have all the information necessary about the trip and increase leads and engagement on JMU in LA's social media sites.

Social Media Audit

We started by running a social media audit for all of JMU in LA's current accounts. Checking for what kind of content they were already posting and how it was performing.

Competitor Audit

Next we decided who our biggest competition was and audited their social media's as well to analyze their content and its performance. We found there was not much out there, except from NYU in LA.

Social Media Listening

Then, we set up keywords and assessed what was being said about JMU in LA online. Overall, there was not much user generated content which is something we wanted to improve for the program in Summer 2024.

Personas

Following our understanding of the feelings online and who interacts with our content we created personas for each intended audience.

In House Needs

Next, we addressed in house needs, such as an employee advocacy plan, a crisis response plan, and created an influencer marketing strategy. 

Content Creation

Then, we created a brand guide. Our biggest change was adding a brown accent color and updating the cover image. We also created a posting strategy based on our research of highest performing posting times/days.

Content Implementation

Finally, we created and posted content over 3 weeks. Analyzed our performance metrics over those 3 weeks. And lastly, created 3 months of content for future use by the new social media managers.

Key Takeaways

  • Proper preparations for creating an effective social media campaign.

  • How to conduct a social media and a competitor audit.

  • The importance of understanding and analyzing metrics and data. 

  • How to use InDesign properly and create a social media strategy book.

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