#MYPAULCOLLEGE

#MYPAULCOLLEGEHALEY BORCHERDING, LAUREN COX, MEAGAN COVEY, NIKKI ZAHKA

#MyPaulCollegeHaley Borcherding, Meagan Covey, Lauren Cox, Nikki Zahka

Adfluence Agency

The goals of the #MyPaulCollege campaign are to raise social media mentions of Paul College by 20% by April 1st, when the majority of college decisions are made. To increase applications to the University of New Hampshire, and specifically those declaring a Paul College major, by 30% by next December, when applications for next year are received. Finally, to create a campaign in which potential students can experience a sense of belonging and establish positive thoughts of new experiences people have in regards to the University of New Hampshire, proven through survey experimentation before and after our campaign.

Adfluence Agencyobjectives

The Adfluence Agency looks to highlight these key points of emphasis in our promotional ad campaign,

objectives#myPaulCollege

The beauty and benefits of living in New EnglandUNH offers a wide variety of clubs, organizations, and student activities for students to be involved withThe beauty of UNHs campusPaul College students have ability to personalize their educationGive incoming students an inside look of new & exciting experiences to comeShare the community feeling felt around this campus

Adfluence Agency

Primary Target Market: High school juniors and seniors

Secondary Target Market: Highly motivated, highly involved students wanting to further their educationStudents who take pride in their educational future, value the importance of furthering their education by earning degrees, and who are driven to build a better future for themselves are the students we are targeting with our promotional video

Adfluence Agency

Target Market

go to movies of all genres, action, comedy, romance, horror, sci-fi, etc. They watch TV stations like MTV, TBS, Fox, Sports Center, and E Network, interested in reality shows, sports games, the news, music and talent competition shows, sitcoms, and have subscriptions to Netflix or Hulu. Reads mainstream magazines that range from Cosmo to Sports Illustrated, to Home and Garden, or People. They are most likely conversationalists in various social media accounts like Instagram, Facebook, and Twitter, but may also be in any category from creators to lurkers. We are targeting students who might not be top 10% in their class who would be looking at top-tier schools, but students who want a traditional college experience at a school with a good reputation and good education. They will find the New England scenery attractive and want to explore more outdoorsy activities which UNH has to offer. They have a strong need for belonging, they want to be a part of something bigger than themselves. UNH can offer a community sense feeling that other schools like commuter schools or large Universities cannot. Students outside of the area we are targeting are consumers looking for a new experience and perspective that might be out of their comfort zone or what they are used to. They are searching for new perspectives and new experiences at college.

Adfluence Agency

Market ResearchPrimary DataSecondary Data

#myPaulCollege Surveyhttps://www.surveymonkey.com/s.aspx?PREVIEW_MODE=DO_NOT_USE_THIS_LINK_FOR_COLLECTION&sm=rv3zh03_2Bg0KAiqmJiHOmM93fdzEVKlRGOWlF3QtvMHg_3D

*Given to a group of high school students in Burlington, MA

Adfluence AgencyMarket Research

Cost was a determining factor in where students chose or plan to attend college Location was also a big factor in that decision - New England weather, proximity to a city, location of campus itself Clubs, extra-curricular activities, & school spirit were also listed as important Top competitors were often listed as priority or alternative choices to UNH - Primarily Bentley, Bryant, Babson & Umass What We Learned

Adfluence AgencyApplying Market ResearchFocusing on what is important to our target market

Emphasizing the beauty and excitement of New EnglandShowing off our school spirit

Stressing the high quality of education received

Inspire Improve Perform

Adfluence Agency#myPaulCollege 3 unique scenes

Narrowing point of emphasis from New England, to UNH, to Paul CollegeWhere you are what school you attend what you are studying

Upbeat, non-lyrical music

Stopping power of scenes

Locking power of personal testimonials & social media involvement

Music- upbeat but no lyrics in order to let the viewer focus on the images and dialogue throughout the video. This is also to combat viewers personal music choices, as there is less of a chance that they will NOT like the music we selected

Stopping Power the different scenes, impact of the images of New England and UNH community/eventsLocking Power the use of different hashtags throughout the video. Also the incorporation and emphasis on MYT throughout the video. Lastly, the students speaking on what Paul College means to them, in a single, direct word.

Inspire Improve Perform

Adfluence Agency#myPaulCollegeIntroducing,

Music- upbeat but no lyrics in order to let the viewer focus on the images and dialogue throughout the video. This is also to combat viewers personal music choices, as there is less of a chance that they will NOT like the music we selected

Stopping Power the different scenes, impact of the images of New England and UNH community/eventsLocking Power the use of different hashtags throughout the video. Also the incorporation and emphasis on MYT throughout the video. Lastly, the students speaking on what Paul College means to them, in a single, direct word.

#myNewEngland

Highlights the beauty of New England

Shows activities for different seasons

Adfluence Agency

Talking Points:Beauty of New EnglandDifferent activitiesUnique to this area of the countryContrary to urban style campus campus is suburban but is close to urban areasCoast, close to Boston (have our own train)

Adfluence Agency

Wildcat

Pride#myUNH

Today is a great day to be a wildcatEvery day is a great day to be a wildcat

Talking Points:Sporting events are a representation of community and school spiritStudents will feel a sense of belonging and involvement with not only their school, but their peersStudents here are proud to go to here and be part of the Wildcat familyToday is a great day to be a Wildcat. Every day is a great day to be a wildcat!

Adfluence Agency#myPaulCollege

Talking Points:Resources that Paul has to offerBreak out roomsCareer ServicesProfessors who are willing to assist youTechnology in class rooms

inspire improve perform

Adfluence Agency

Community

Collaboration

OpportunityResources#myPaulCollege

Talking Points:Personalization of educationRepresenting what Paul College means to students who currently attend the business schoolShows resources that Paul has to offer professors, career services, break out roomsHow these resources tie in to students having opportunity, collaboration, and a sense of community

Thank you for your time

Adfluence Agency