“We are Tuck”
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“We are Tuck” Charlenne Gonzalez Pamela Kimball Winter 2014 Digital Marketing Strategy Social Media Challenge Prof. Yaniv Dover
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“We are Tuck”. Charlenne Gonzalez Pamela Kimball Winter 2014. Digital Marketing Strategy Social Media Challenge Prof. Yaniv Dover. Prospective and admitted students have many questions to be answered before committing to a school. - PowerPoint PPT Presentation
Transcript of “We are Tuck”
“We are Tuck”
Charlenne GonzalezPamela Kimball
Winter 2014
Digital Marketing StrategySocial Media ChallengeProf. Yaniv Dover
Do I have to have a business
background to apply?
I hear about the tight knit
community, but I would like to see specific examples
How responsive is the alumni base
and how active are they on campus?
I have a partner/family,
what does Tuck has to
offer to them?
How is it to live in Hanover
away from any major city?
I don’t come from a traditional
background, how would I perform on the core courses?
Prospective and admitted students have many questions to be answered before committing to a school
Tuck’s current channels of communication have the potential to address these questions in an integrated way
Blog:Stories don’t communicate a cohesive engaging messageLong and fragmented stories causes disinterest to readersSome aspects of the Tuck value proposition are not utilized
Facebook:There is not a consistent strategy to bring student stories like the ones in the blogIt does not have a unified theme, look and feel
Twitter:Twitter and Facebook are better connected but bog stories are still isolated
Objective:
To create content that increases engagement by highlighting the different backgrounds of students and Tuck community.
Each story will build on a special moment associated with Tuck and will address the most common questions that prospective students have in a personal and engaging way.
Target audience:Prospective and admitted students
Message to communicate:Tuck is like no other place because every Tuckie contributes to its identity
Metrics:Facebook LikesEmails receivedClick-through-rate to posted webpagesYield of admitted students offer
Resources:Tuck staffCurrent students
“We are Tuck” campaign aims to use Facebook as a hub to answer these questions
To learn more about Andrew ‘s transition from a non-traditional business background to the Tuck classroom environment please email [email protected] with “Andrew” in the subject line
• Explanation and contact information• Emphasis on topics that make Tuck
unique
• Quote from student or TP• Relevant topic to prospective and
admitted students
• Engaging image
Tuck’s safe environment is upheld by its students, faculty, and staff as it goes along with its strong Honor Code.
To learn more about the Tuck’s Honor Code and safe environment please email [email protected] with “Honor Code” in the subject line
Tuck is a family friendly environment where it encourages integrating partners into our community.
To learn more about Jessica’s experience as a partner, please contact [email protected] with “Jessica” in the subject line
Tuck community expands outside of the classroom for all members including non-students.
To learn more about the Tuck’s community please email [email protected] with “Community” in the subject line
The goal of Tuck GIVES is to supplement the compensation the nonprofit/public sector employers are able to pay allowing Tuck students to take positions at a competitive MBA salary.
To learn more about Tuck Gives please contact [email protected] with “Tuck Gives” in the subject line
• Student with non-quantitative background dealing with quantitative classes
• Professors and their involvement with students outside of the classroom
• Students working on Independent Studies
• Second-year acting as informal mentors to first-years
• Recruiting for off-campus opportunities
• Student-run Tuck businesses and entrepreneurial opportunities
• MBAPO resources during Fall A: tutoring, sponsoring events, etc.
• International exposure opportunities
• Social activities
• Living in Hanover/dorms/Sachem
Potential topics
Appendix
Roles of Resources:
Dedicated Tuck Staff1. Has insights into prospective student
FAQs2. Knowledgeable of Tuck events calendar
and student backgrounds3. Utilizes insights from above to create
postings portraying students in a way that can be relatable and engaging to prospectives
4. Messages must maintain a consistent look, feel, and theme
5. Providing follow-up communication with prospective students wanting to learn more
Profiled Students• Provide short quote and picture if possible to
dedicated tuck staff• Respond to communication when requested by
dedicated tuck staff
