Master Presentation - HCF

MASTER

PRESENTATION

Social Media Campaigns

Purpose

The Communications department needs short

term campaigns to be pushed through social

media tools to promote events, deadlines, and

overall HCF programming

Overall Campaign Objectives

Expand HCF community

Increase engagement in HCF programs

Increase awareness of HCF programming

Position HCF above other Hispanic higher

education programs

Hispanic Youth Institute (HYI)

Audience Profile: active Facebook and Twitter

users, Hispanic students currently enrolled in

high school or recent high school

graduates/past participants, local volunteers,

ages 14-21

Specific Objectives:

Increase alumni participation in HYI programming

Increase HYI applicants

Increase volunteers and volunteer engagement

Table of Contents

Campaigns used for:

Application Deadlines Countdown Campaign

HCFNews Campaign

Event Approaching Countdown Campaign

HCFNews Campaign

Holidays Gracias a Ti Campaign

Internal & External News/Legislative development Street Video Campaign

HCFNews Campaign

Increasing Program Awareness One Word Campaign

Fame Campaign

Strategy: Countdown Campaign

Identify event or deadline that needs publicity

Through regular messaging on Facebook,

track the days left before event or deadline

Encourage students to participate in the

conversation


SAMPLE TIMELINE: Before the opening of

applications

Implement campaign 7 days before

Post on Facebook for 7 consecutive days until the

applications open

Respond to feedback from students


Situation #1: Silicon Valley Hispanic Youth

Institute applications open in one week

Facebook: Silicon Valley Hispanic Youth Institute

apps open in 7 days! What are 7 things you are

looking forward to? (Repeat until day of event)

Twitter: SV #HYI apps open in 7 days! What 7

things are you looking forward to? (Repeat until

day of event)


SAMPLE TIMELINE: Before the deadline for

applications



deadline


conversation


Situation #2: Application deadline is approaching to be an RA at the Maryland Hispanic Youth Institute

Facebook: Calling all Hispanic college students! 4 days left to apply for Maryland HYI Resident Advisor Positions, tell us 4 reasons you are applying! Learn more: http://www.bit.ly.sj34

Twitter: Hispanic #undergrads! 4 days til app. deadline for MD #HYI RA positions, 4 reasons you’re applying? Learn more: http://www.bit.ly.sj34

Countdown Campaign

What does this accomplish?

Increases our social media presence

Asks for response and creates a dialogue with

our target audience and between members of our

target audience about us

Invites people outside of our community: the

messaging is somewhat provoking for those who

don’t know what HYI is, may inspire an

information search

Strategy: HCFNews Campaign

Identify event, deadline or news item that

needs publicity

Through Facebook posts, announce item

preceded by: “HCFNews” headline


TIMELINE: One time posts

Posting news item on Facebook once will

establish a pattern of consistency


Situation #1: There is a new video of the closing ceremony at HYI on YouTube

Facebook: HCFNews! Check out HYI closing ceremony video on YouTube…can you see yourself?! http://www.bit.li.2829

Twitter: #HCFNews: Check out #HYI closing ceremony video on YouTube…can you see yourself?! http://www.bit.li.2829


Situation #2: A new Director of Communications

has joined the Dallas office

Facebook: HCFNews! We are excited to welcome Joe

Shmoe to our Dallas office as Director of

Communications! Read more about Joe here: (link to

press release)

Twitter: #HCFNews: Welcome Joe Shmoe to the HCF

familia! Read more about Joe here: (link to press

release)

HCFNews Campaign


Unites HCF regional staff efforts to engage in

social media through a consistent messaging

strategy

Makes our brand recognizable, reinforces brand

identity

Increases our social media presence

Disseminates news in a more organized way

Strategy: Gracias a Ti

Campaign

Students make e-cards to thank people who inspire them (both internal HCF community members and external audiences)

Post the link for students to make and send e-cards on Facebook

Holiday-related campaign


TIMELINE: One month to 15 days before

holiday

Post on Facebook with link to e-card website one

month before

Continue posts containing link weekly or every 2-

3 days to encourage student participation


Campaign

Situation #1: Thanksgiving is approaching, you

want to inspire students to talk about what they

are thankful for

Facebook: Who are you thankful for? Send an e-card

saying Gracias a Ti to someone who inspires you.

http://www.yahoogreetings.com

Twitter: Who are you thankful for? Send an e-card

saying #Graciasati to someone who #inspires you:



Campaign Situation #2: The Silicon Valley HYI has ended and the

students are really inspired at closing ceremony, you want them to tap into these new emotions by expressing gratitude towards someone in their life

Facebook: SV HYI participants! The program was AWESOME! We were so excited to have you all, what did you learn? Who inspired you? Take a minute to thank them here: http://www.yahoogreetings.com

Twitter: SV#HYI was so amazing! Were you there? Who inspired you? Take a minute to thank them: http://www.yahoogreetinsg.com

Twitter: #HYI students wrote Gracias a Ti cards to the people that inspire them, check them out on our website: http://www.hispanicfund.org

Gracias a Ti Campaign


Increases awareness of sources of support in Hispanic families

Increases parent knowledge of HCF programming and opportunities

Allows current students to express how their family has supported them which creates a bond between HCF and students and students and their families

Increases messaging available in Spanish

Allows students to create a bond with their peers, other alumni, RAs, Hispanic Heroes, etc.

Strategy: Street Video

Campaign

This is a video of citizens on the street

responding to questions about Hispanics in

education and career

Post on Facebook with a link to video when a

news item about HYI, HCF, or any related

legislation or political news is released


Campaign

SAMPLE TIMELINE: After a news item has

been released

Post a link to the video immediately after release


Campaign Situation #1: A new study has just been released

citing decreasing numbers of Hispanics enrolling in 4-year colleges

Facebook: New study says less Hispanics are enrolling in 4-year colleges than ever before, how much do you know about Hispanics and education? See what these people said: http://www.youtube.com/228

Twitter: #Hispanic enrollment decreases in universities. How much do you know about Hispanics and education? See what these people said: http://www.bit.li.2827


Campaign

Situation #2: A Hispanic man has just been appointed to a local government position in Dallas

Facebook: Joe Shmoe has just been appointed blah blah in Dallas, check out this video on Hispanics in the workplace: http://www.youtube.com.2245

Twitter: Joe Shmoe appointed to blah blah in Dallas, watch our video on Hispanics in the workplace: http://www.youtube.com2245

Street Video Campaign: Sample

Script

Do you know how many high school graduates enroll in college or

university?

After response, say the correct statistic (70.1%) 2009 data*

What do you think is the national average for Hispanic graduates?


Do you know the national high school drop out rate?

After response, say the correct statistic (8%) 2008 data*

Do you know the national high school drop out rate for Hispanics?


What do you think are some of the biggest challenges to education

facing Hispanic youth?

How do you feel these issues are being addressed, on a local and/or

national level?

* Data from http://www.bls.gov/news.release/hsgec.nr0.htm

Street Video Campaign


Increases outreach to external audiences

Increases awareness of the obstacles to

education that Hispanics face

Highlights the core mission of HCF programming

and initiatives

Improves HCF’s position as an industry thought

leader

Strategy: Una Palabra

Campaign

4 students from each region feature on our

website

Promote the student features by posting a link

to the website on Facebook and Twitter

Timeline: begin contacting students in

May, ask for submissions by June, post

profiles at the end of June (2 month process)


Campaign

Situation #1: You want to increase awareness of HCF in general as well as program opportunities

Facebook: Get inspired by our HCF scholars! Check out new profiles of real students on our website: http://www.hispanicfund.org

Twitter: Get #inspired by our #hispanicfund scholars! Check out new profiles of real students on our website: http://www.hispanicfund.org

Inspirada Lola, a senior at Laurel High School in Maryland,

has been inspired by friends and family to pursue

a degree in Nursing at UMD

One Word Campaign


Allows current HCF students to feel special,

recognized, and heard

Allows current HCF students to become more

connected to their Hispanic roots and be proud of

their heritage

Creates awareness of HCF in the outside

community

Creates awareness of HYI programming and the

impact it has on Hispanic individuals

Strategy: Famous Hispanics

Campaign

Identify news item containing a Hispanic

celebrity to profile

Profile famous Hispanics in the news through

Facebook

Strategy: Famous Hispanic

Campaign

TIMELINE: Immediately following news

item, one time post

Relate the profile to a news item of the day/week

One post per profile


Campaign

Situation #1: News breaks that Eva Longoria is set to release a new season of Desperate Housewives

Facebook: HispanicProfiles: Eva Longoria, as Ms. Longoria sets to release the new season of Desperate Housewives, take a look at what her life was like before she became an actress, did you know she has a B.S. in Kinesiology? http://www.hispanicprofiles/hcf.com

Twitter: #HispanicProfiles: Eva Longoria’s new Desperate Housewives season released, did you know Eva has a B.S. in Kiniseology? Learn more about her: http://www.hispanicprofiles/hcf.com #hispanicfund

Famous Hispanics Campaign


Initiates a dialogue about a competing behavior

and attempts to change it

Connects HCF community with each other, with

the organization, and with the outside community

The campaign content focuses on something the

target audience already cares about, making it

intriguing and interesting to them

Hispanic Professionals Institute

(HPI) Audience Profile: Currently enrolled or recently

graduated Hispanic college students, ages 18-27. This audience is already motivated to be an educated person, but may need guidance to push them into the next step: career. Social media savvy, excited to network with other professionals. Use professional social media networks beyond Facebook and Twitter such as LinkedIn

Specific objectives: Increase HPI applicants and participants

Increase awareness of the program among national university communities

Increase awareness of the need for Hispanic professionals in the workplace

Table of Contents

Campaigns used for:

Application Deadlines

Countdown Campaign

HCFNews Campaign

Resume Campaign

Event Approaching

Countdown Campaign

HCFNews Campaign

Career Opportunities

HCFNews Campaign

Resume Campaign

Internal & External News/Legislative development

Street Video Campaign

HCFNews Campaign

Increasing Program Awareness

One Word Campaign




Through regular messaging on Facebook and

LinkedIn, track the days left before event or

deadline


conversation


TIMELINE: Begin 7 days before event

Post on Facebook every day after implementation

Morning posts will encourage more responses



Situation #1: Applications for 2011 HPI are due in

one week

Facebook: Hispanic Professionals Institute application

deadline is only 7 days away! What are 7 things you

hope to gain from the program? (Repeat until day of

event)

Twitter: #HPI deadline in 7 days! What 7 things do you

hope to gain from the program? (Repeat until day of

event)



needs publicity




Situation #1: There is a new job opportunity at the Darden Company

Facebook: HCFNews! Attention HPI students, check out this career opportunity with the Darden Company, great management position: //www.bit.li.2829

Twitter: #HCFNews: #HPI students: Job opening at #Darden, great management opportunity!: http://www.bit.li.2829


Situation #2: The 2010 HPI reunion is

approaching

Facebook: HCFNews! Next week is the 2010 HPI

reunion in Washington, DC! Here is a success

story from one of your classmates:

http://www.hcf.org

Twitter: #HCFNews: 2010 #HPI reunion in DC is

next week! Here is a success story from on of

your classmates: http://www.hcf.org

Strategy: Resume Campaign

Create a resume for the Hispanic College

Fund

Mail it to current HPI students

Encourage students to send their resumes into

HCF for a critique

Have daily resume tips leading up to events

posted on social media


TIMELINE: mail resume 2 weeks before

collecting responses

BUDGET (Costs)

Direct mailing costs (postage, labor, etc.)

Resume creation (design, printing, etc.)


Situation #1: Deadline for HPI applications are approaching

Facebook: HPI application deadline is in 2 weeks! Take a look at HCF’s resume to get inspired: http://www.hispanicfund.org/resume

Twitter: #HPI application deadline is in 2 weeks! Look @ #HCF’s resume to get inspired: http://www.hispanicfund.org/resume


Situation #2: News item just released about Hispanics in the workplace

Facebook: Study shows decreasing Hispanics in the workplace (link to article), Resume Tip: Keep it short, resumes should be one page

Twitter: Study shows decreasing #Hispanics in the workplace (link to article), #ResumeTip: Keep it short, resumes should be one page



Inspires HPI participants to learn more about

pursuing their careers successfully

Personalizes our HCF brand

Increases awareness of HPI programming

Allows us to update and maintain current contact

lists for the program


Campaign





news item about HPI, HCF, or any related



Campaign Situation #1: A new study has just been released

citing decreasing numbers of Hispanics in managerial positions

Facebook: New study says less Hispanics are working in managerial positions, how much do you know about Hispanics in the workplace? See what these people said: http://www.youtube.com/228

Twitter: #Hispanics decrease in managerial positions. How much do you know about Hispanic in the workplace? See what these people said: http://www.bit.li.2827


Campaign

Situation #2: A Hispanic man has just been appointed to a local government position in Dallas

Facebook: Joe Shmoe has just been appointed blah blah in Dallas, check out this video on Hispanics in the workplace: http://www.youtube.com.2245

Twitter: Joe Shmoe appointed to blah blah in Dallas, watch our video on Hispanics in the workplace: http://www.youtube.com2245

Street Video Campaign: Sample

Script

Do you know how many high school graduates enroll in college or

university?


What do you think is the national average for Hispanic graduates?


Do you know the national high school drop out rate?

After response, say the correct statistic (8%) 2008 data*

Do you know the national high school drop out rate for Hispanics?


What do you think are some of the biggest challenges to education

facing Hispanic youth?

How do you feel these issues are being addressed, both on a local

and/or national level?

* Data from http://www.bls.gov/news.release/hsgec.nr0.htm


Campaign

4 students featured on our website



Timeline: begin contacting students in May,

ask for submissions by June, post profiles at

the end of June (2 month process)


Campaign

Situation #1: You want to increase awareness of

HCF in general as well as HPI program

opportunities

Facebook: Get inspired by our HCF scholars! Check

out new profiles of real students on our website:

http://www.hispanicfund.org

Twitter: Get #inspired by our #hispanicfund scholars!

Check out new profiles of real students on our

website: http://www.hispanicfund.org #HPI

Decidida Laura is attending Johns Hopkins Medical

school where she is dedicated to her studies

and hopes to graduate next year to

become an anesthesiologist


Campaign




Facebook


Campaign


item, one time post




Campaign


Facebook: HispanicProfiles: Eva Longoria, as Ms. Longoria sets to release the new season of Desperate Housewives, take a look at what her life was like before she became an actress, did you know she has a B.S. in Kiniseology? http://www.hispanicprofiles/hcf.com


NASA MUST

Audience Profile: Undergraduates (ages 17-22) enrolled in colleges or universities focused on STEM programming. Students are already motivated for college and career and may need more information about how to get money and/or program experience to pursue their career goals


Increase awareness of NASA MUST scholarships and programming

Increase NASA MUST scholarship applications

Increase knowledge of the need for students in the STEM fields and encourage students with natural talent and interest

Table of Contents

Campaigns used for:


HCFNews Campaign


HCFNews Campaign

Career Opportunities HCFNews Campaign


HCFNews Campaign





Through regular messaging on Facebook and,



conversation


TIMELINE: Begin 7 days before event

Post on Facebook every day after implementation

Morning posts will encourage more responses



Situation #1: Applications for 2011 NASA MUST are in one week

Facebook: NASA MUST application deadline is only 7 days away! What are 7 things you hope to gain from the program? (Repeat until day of event)

Twitter: #NASAMUST deadline in 7 days! What 7 things do you hope to gain from the program? (Repeat until day of event)



needs publicity




Situation #1: NASA OSSI scholarship

applications are open until January 1, 2011

Facebook: HCFNews! NASA MUST program

announced scholarship application deadline is

January1. Apply now! http://www.bit.li.2829

Twitter: #HCFNews: #NASAMUST scholarships

open until January 1. Apply here:

http://www.bit.li.2829


Campaign





news item about NASA MUST, HCF, or any

related legislation or political news is released


Campaign

Situation #1: A new study has just been released

citing the need for more professionals in STEM

related fields

Facebook: New study says there are less STEM

workers than there should be, how much do you know

about STEM? See what these people said:

http://www.youtube.com/228

Twitter: STEM positions decrease. How much do you

know STEM? See what these people said:



Campaign

4 students featured on our website







Campaign

Situation #1: You want to increase awareness of

HCF in general as well as NASA MUST program

opportunities

Facebook: Get inspired by our NASA MUST scholars!


website: http://www.hispanicfund.org

Twitter: Get #inspired by our #NASAMUST scholars!


website: http://www.hispanicfund.org #HPI

Tecnologia Paul has dedicated his studies

to technology, and has received

a NASA MUST scholarship to

attend MIT in the fall


Campaign




Facebook


Campaign


item, one time post




Campaign

Situation #1: News breaks that NASA is launching its next space exploration

Facebook: HispanicProfiles: NASA launches The Intrepid: Do you know who the first Costa Rican astronaut was? Read about Franklin Chang-Diaz: http://www.hispanicprofiles/hcf.com

Twitter: #HispanicProfiles: NASA launches spaceship: First Costa Rican astronaut? Franklin Chang-Diaz: http://www.hispanicprofiles/hcf.com #hispanicfund

Scholarships

Audience Profile: Primary: Hispanic high school seniors and college

students actively seeking scholarships, ages 17-24

Secondary: Parents of high school senior and college students

Specific Objectives: Increase awareness of the program

Increase recognition of scholarship recipients

Recruit more applicants

Recruit more scholarship reviewers

Solicit donations

Table of Contents

Campaigns used for:


HCFNews Campaign


HCFNews Campaign

Holidays Gracias a Ti Campaign


HCFNews Campaign








conversation



applications



applications open



Situation #1: Scholarship applications open in one week

Facebook: Happy Thanksgiving! We are thankful for scholarship apps opening in 7 days! What are 7 things you are thankful for? (Repeat until day of event)

Twitter: #Scholarship apps open in 7 days! What 7 things are you thankful for this Thanksgiving? (Repeat until day of event)



applications



deadline


conversation


Situation #2: Scholarship application deadline is approaching

Facebook: Students! 4 days left to apply for HCF scholarships! tell us 4 reasons you are applying! Learn more: http://www.bit.ly.sj34

Twitter: Students! 4 days til app. deadline for #HCF scholarships, 4 reasons you’re applying? Learn more: http://www.bit.ly.sj34



needs publicity




Situation #1: Scholarship application deadline

has been extended a week

Facebook: HCFNews! Scholarship deadline

extended until April 30! Apply NOW:


Twitter: #HCFNews: Scholarship deadline

extended until April 30! Apply NOW:



Situation #2: Bank of America gives a $50,000 grant to the scholarship program

Facebook: HCFNews! Bank of America grants HCF scholarship program $50,000, read more and apply here: http://www.google.com

Twitter: #HCFNews: #BankofAmerica awards HCF $50,000 for scholarships, apply here: http://www.google.com


Campaign





TIMELINE: One month – 15 days before

holiday


month before




Campaign



are thankful for








Campaign








Campaign


been released



Campaign

Situation #1: A new study has just been released highlighting scholarship programs in the U.S. and the allocation of funds to minority students

Facebook: New study shows where scholarship money goes, how much do you know about Hispanics and education? See what these people said: http://www.youtube.com/228

Twitter: New study shows where #scholarship money goes. How much do you know about Hispanics and education? See what these people said: http://www.bit.li.2827


Campaign

4 scholarship recipients featured on our

website







Campaign

Situation #1: You want to increase awareness

of HCF in general and secure more

scholarship reviewers

Facebook: We need scholarship reviewers!


website to get inspired:


Twitter: YOU can determine the next generation

of Hispanic professionals! Become a scholarship

reviewer, get inspired here:


Exito Lauren has achieved success with the help

of the $10,000 scholarship she received from

HCF. Her dream of attending UMD has become a reality


Campaign




Facebook

Strategy: Famous Hispanic

Campaign


item, one time post




Campaign




University Chapters

Audience Profile:

Hispanic college students attending Santa Clara

University, University of New Mexico

Albuquerque, or Virginia Commonwealth

University, ages 17-22

Interested in opportunities to get involved with the

community

Secondary audience includes high school

students

University Chapters


Increase awareness of the chapters and their

purpose

Recruit more HCF members

Reinforce integration of programs

Increase engagement with chapter members and

other program participants






conversation



workshop registration



applications open



Situation #1: Professional development workshop registration opens in one week

Facebook: Our first development workshop of the year is on September 17! Registration opens in 7 days! Tell us 7 things you are enjoying about the school year so far (Repeat until day of event)

Twitter: #UniversityChapters first development workshop on Sept. 17, registration opens in 7 days! Tell us 7 things you are enjoying about the school yr so far (Repeat until day of event)



registration



deadline


conversation


Situation #2: Registration for professional

development workshop ends in 2 days

Facebook: Students! 2 days left to register for

professional development workshop, tell us 2

reasons you are registering! Learn more:

http://www.bit.ly.sj34

Twitter: Students! 2 days left to register for

professional development workshop, tell us 2

reasons you are registering! http://www.bit.ly.sj34 #hcf

#UniversityChapters



needs publicity




Situation #1: Applications to be an HYI RA are now open

Facebook: HCFNews! HYI RA applications are now open! College students, find out how you can give back: Apply NOW: http://www.bit.li.2829

Twitter: #HCFNews: HYI RA applications are now open! College students, find out how you can give back: Apply NOW: http://www.bit.li.2829


Campaign





TIMELINE: One month – 15 days before

holiday


month before




Campaign



are thankful for








Campaign








Campaign


been released



Campaign

Situation #1: A new study has just been released highlighting Hispanic enrollment in colleges

Facebook: New study shows an increase in Hispanic undergrads, how much do you know about Hispanics and education? See what these people said: http://www.youtube.com/228

Twitter: New study shows increase in Hispanic undergrads. How much do you know about Hispanics and education? See what these people said: http://www.bit.li.2827


Campaign

4 University Chapter Board members featured

on the website







Campaign

Situation #1: You want to increase awareness of HCF in general and increase awareness of the University Chapter program

Facebook: Look at our Executive Board members! Check out new profiles of real students on our website to get inspired: http://www.hispanicfund.org

Twitter: YOU are the next generation of Hispanic professionals! Get inspired here: http://www.hispanicfund.org


Campaign




Facebook


Campaign


item, one time post




Campaign




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