The milestone came as the result of a rigorous campaign launched in September to expand Sweet Briar’s marketing reach, in part through its Facebook presence. Dubbed “Project Rosebud,” the measurable goals were simple: to increase the average number of prospective-student inquiries from 80 per month to 200 per month, and to move the number of Facebook likes from less than 4,000 to 7,000 within a 90-day window. By Dec. 1, the like-count stood at 7,046, and requests for admissions information were averaging close to the monthly goal.
Rosebud was designed around messaging tailored to achieve benchmarks identified in Sweet Briar’s strategic plan. The marketing office used any and all media at its disposal to continually refresh the College’s own web pages and social media sites with images and stories illustrating seven institutional characteristics — one for every day of the week: academics; athletics and riding; experiential learning including study abroad and internships; a 3,250-acre campus that provides a “landscape for learning”; graduates who change the world; traditions and history; and the advantage of attending an all-women’s institution.
Demographically targeted advertising on Facebook helped drive new traffic to the College’s official page to ensure the content reached the intended audience.
“We organized this effort for the height of the admissions recruiting season and with careful attention to reach out through video, stories, student and alumnae profiles, photos and events,” said Zach Kincaid, director of marketing.
Category: Summer 2012