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Southern New Hampshire University *
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311
Subject
Communications
Date
Apr 3, 2024
Type
docx
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Uploaded by UltraElkPerson602
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Module Three: 3-2 Milestone One
Amneris Villanueva Fonseca
COM311
Prof. Prof: Ugo Iteogu
3/25/2024
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For this event, I decided to focus on the campus students.
Campus Students: Promote a bake sale being hosted by the student union during the last week of the winter term in December. The baked goods will be donated by the school’s dining staff and local bakeries with all proceeds going to St. Jude’s. The hope is to raise at least $3,000 with this fundraiser.
Age According to the Southern New Hampshire University website, there are more than 3,000 on-
campus students. The sale will be targeted towards those on-campus students since the virtual students won't be able to participate. We are going to be targeting the group ages 18 to 24 years old as this seems to most likely be most students on campus. Doing some research, I was able to find that most students enrolled to attend any university campus. According to the college ranking evaluator website in 2020, “There are 1,085,794 students whose age is under 18 (6.85%). 9,602,464 students are in the age category between 18 and 24 (60.55%) and 5,147,564 students are older than 25 (32.46%).” (U.S. college student population age distribution 2020). This group of ages tends to use Snapchat (41% users) Instagram (32% users), and Tik Tok (35% users) the most. (Dixon, 2024)
Education
Working with this group of age and given that they are on-campus students is understandable that
they are either working towards an associate degree, bachelor’s degree, or master’s degree. According to SNHU's website, they offer over 70+ programs. (SNHU, 70+ majors to choose from)
Income
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Since we are working with a group that ranges in ages the income is going to vary too. Not all college students have a job, some do only do it part-time, and others full-time. According to Zippia.com college students in New Hampshire make between $24,000 to $38,000 yearly. (U.S. college student population age distribution 2024). Because every student has a different income we need to price accordingly.
Geographic Location
Southern New Hampshire University is in Manchester New Hampshire, but its students are from all over the world. It has a lot of diversity when it comes to its students. Since most students that are worldwide use online school, we are going to target the on-campus students. We are going to assume they are from New Hampshire or moved here to attend school. Our focus will be to target
this area of Manchester and nearby cities.
Current Social media use
The university currently uses Facebook, Instagram, TikTok, Twitter, LinkedIn, and YouTube. We already established that our group of 18 to 24-year-olds mostly use Snapchat, Instagram, and TikTok. By focusing on these specific social media platforms, we can promote our sales and have better chances of reaching our target audience. According to sproutsocial.com, our group spends around 53.8 minutes on TikTok,33.1 minutes on Instagram, and 30 minutes on Snapchat daily. (Zote, 2024)
Outside interests
SNHU offers more than 75 recognized clubs and organizations according to their website. (Student Organizations & Clubs) they have sports, drama, chess, fraternities, media design,
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etc. We can reach out to these organizations/ clubs to ask them for their help in promoting this sale.
Personal Values
I do not believe that personal values are a big factor to consider when it comes to planning a strategy for this sale. Students come from different financial backgrounds and beliefs. Our mission is to promote the sale and be clear with the purpose of it. Some will happily donate; others might not be able to afford it and some will just not donate.
Evaluating the Landscape The social media I will be evaluating are Instagram and TikTok. These are the most used platforms by my target audience.
Strengths:
Instagram offers the opportunity to upload high-quality photos/videos.
Large number of followers on Instagram 45.3k
The marketing team uses TikTok to make videos with trends that are popular and reach your audience target.
Engage with your audience in a way they feel comfortable with.
Weakness
Both apps seem to be intended mostly for online students
and not on campus
.
If on-campus students aren’t following these accounts majority of them won't be able to participate in this sale.
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The TikTok algorithm is very unpredictable, so you always have the chance of your promotions/videos not showing for your intended target.
Opportunities
The opportunities are endless with both apps. You can find a way to engage with on-
campus students by creating content intended for them.
You can add Snapchat as another of SNHU's platforms to connect with students.
You can create incentives specifically for on-campus students for example raffles, and contests, and that can make your followers and engagement on your posts grow.
Threats
Majority of the followers are online students and can’t participate in the sale.
It can be difficult to get on-campus students to follow the social media accounts.
Not reaching your target audience because of inconsistency on the different platforms.
SNHU currently has accounts on Facebook (316K followers), Instagram (43.5k followers), TikTok (6.3k followers), YouTube (29.7k subscribers), Linked In (14k members), and Twitter (24.6k followers). (SNHU, Social Media Directory). Most of these social media platforms are currently used in a marketing way that helps people go back to school. They share stories of success and that helps motivate others. Instagram and TikTok will be the platforms used for the target audience selected. This audience spends the most time on these apps rather than on Facebook, Twitter, and LinkedIn and It will help us spread the word about the bake sale faster.
Creating a connection strategy will be crucial for this event to be a success. The way the media marketing runs SNHU now works more towards the online student community as this is the
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largest community of students for them. We are planning on creating a way to gain more on-
campus student followers, incrementing the engagement with the audience by replying to their comments, and messages and following their accounts back. Creating content specifically for our
on-campus students and using hashtags to target them for example #snhuoncampus. Is all about integrating with them and their likes this will make them feel seen and know the marketing teams
pay attention to them.
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Resources:
70+ majors to choose from. Southern New Hampshire University. (n.d.-a). https://www.snhu.edu/campus-majors
About Snhu. Southern New Hampshire University. (n.d.). https://www.snhu.edu/about-us
Dixon, S. J. (2024a, January 9). U.S. Social Network Users 2023, by age group. Statista. https://www.statista.com/statistics/1337525/us-distribution-leading-social-media-platforms-by-
age-group/
Shewan, D. (n.d.). How to do a SWOT analysis (Examples & Free Template!). https://www.wordstream.com/blog/ws/2017/12/20/swot-analysis
Social Media Directory. Southern New Hampshire University. (n.d.-c). https://alumni.snhu.edu/alumni-resources/social
Student Organizations & Clubs. Southern New Hampshire University. (n.d.-c). https://www.snhu.edu/student-experience/campus-experience/student-organizations-and-
leadership/student-organizations-and-clubs
Student worker salary (March 2024). Zippia. (2024, March 14). https://www.zippia.com/student-worker-jobs/salary/
U.S. college student population age distribution. College Rankings. (n.d.). https://rankings.collegeevaluator.com/2020/04/student-demographic-by-age.html
Zote, J. (2024, February 14). Social media demographics to inform your 2024 strategy. Sprout Social. https://sproutsocial.com/insights/new-social-media-demographics/#