ShiraHartman,ChloeMeck,AlishaMorales,RachelOtero

FinalProposal:PLANCampaign
ExecutiveOverview
TheSimmonsPLAN,ournewcorecurriculum,hasbeenintroducedstartingwiththisyear's
incomingfreshmen.ThePLANensuresthatstudentswillsubstantivelyengagewiththecityof
Boston,developtheirownunderstandingofleadership,engageinintegrativelearningacross
academicdisciplines,anddesignkeycomponentsoftheircourseofstudy.S
immonsCollegeis
currentlylackingmarketingmaterialstosupportthelaunchofthenewSimmonsPLAN.Our
challengeistocreateaneffectivedigitalmarketingcampaignthatsuccessfullypromotesthe
SimmonsPLAN,whilealigningwiththeschoolsbrandandcurrenttagline,YourMoment.
YourMove.YourSimmons.

TheSimmonsBrand
TheSimmonsbrandfocusesonwhatleadershipmeanstoeachindividualstudent.Simmons
pointofdifferentiationisthebeliefthatleadersmakethemselves.AtSimmonsyoureceivethe
uniqueopportunitytodefinewhatleadershipmeanstoyou,andexperienceabreakthroughnew
curriculumthatwillletyoucustomizeyourdesiredpath.Youlldoitinawaythatfuelsyou,
broadensyou,inspiresyou.Youlldefineyourowngreat.Thisempoweringstatementofvalues
isembodiedinSimmonsCollegesnewtagline,YourMoment,YourMove,YourSimmonsby
tellingeverystudentswhoisapartoftheSimmonsCommunitythattheyaretheirownunique
leaders.

SituationalAnalysis
Currently,thereisnodigitalpresenceinplacetoreachouttopotentialstudents,parents,and
guidancecounselors.Withthepopularityofsocialmediaontherise,digitalcommunication
remainsthemosteffectivewaytoreachourtargetaudiences.


ExecutiveCampaignSummary
TocoincidewithSimmonsCollegesnewtagline,YourMoment,YourMove,YourSimmons,
weareproposingadigitalcampaigntotargetpotentialstudents,parents,andguidance
counselors.OurgoalistopromotetheSimmonsPLANonvarioussocialmediaplatformsto
maximizetheamountofpeoplewecaneducateaboutSimmonsCollegesnewcorecurriculum
andtheopportunitiesithastooffertoincomingstudents.

TheCompetition
OurcurrentcompetitorsarelocalNewEnglandcollegessuchas:BostonUniversity,Boston
College,Northeastern,SuffolkandTufts.Secondarycompetitorsincludeotherwomenscolleges
suchasWellesleyandMountHolyokeCollege.

Audiences
Ourprimaryaudienceispotentialstudentsages1622.Oursecondaryaudienceis
parents/guardiansofprospectivestudentsandschoolguidancecounselors.

Objectives
1.

BuildRecognition
OurnewPLANcampaignwillDifferentiateSimmonsfromitscompetitors(womens
centeredschoolsandBostonareaPrivatecolleges)andincreasebrandawarenessfor
prospectivestudents.
2.EnhanceReputation
ThiscampaignwillstayconsistentwiththeSimmonsbrandandhelpenhancereputation
bysharingstoriesoffirstyearopportunitiesatSimmons.
3.IncreaseRetention
Currentstudentswillalsobeabletoreadtheseblogsandseeopportunitiestheymight
havenotknownaboutthattheywouldbeinterestedin,leadingtoanincreaseinretention
rates.

Deliverables
BlogPostsonSimmonsWebsite
ShareBlogPostsonInstagram,Twitter,Facebook
UsetheSocialMediaHashtag,#MyFirstMoment

Thefirstpartofourdigitalmediacampaignfeaturescurrentfreshmeninblogpostscentered
aroundtheirfirstyearexperiences,whichwillbepostedontheSimmonswebsite.Theseblog
postsareagreatwaytoreachouttopotentialstudentsbecauseitgivesthemtheopportunityto
hearfromtheirpeersabouttheexcitingopportunitiesthatSimmonshastooffer.Theblogposts
arealsoagreatwaytoreachouttoparentsandguidancecounselorsbecausetheirmain
interactionwithSimmonsisthroughthewebsite.
Inordertoeffectivelyreachourprimaryaudience,theblogpostswillbesharedonpopular
socialmediaplatformssuchasTwitter,Instagram,andFacebook.Eachpostwillincludealinkto
theblogonthewebsiteaswellasthehashtag,#MyFirstMoment.Thehashtagstaysconsistent
Simmonsbrandandtagline,YourMoment.YourMove.YourSimmons,bysymbolizing
freshmensfavoritemomentsandhowithashelpedthembecomeapartoftheSimmons
community.Theuseofsocialmediaandaconsistenthashtagwillhelp
usmaximizeourreachto
ourprimarytargetaudienceaswellasensurethatwehaveacohesivecampaign.

Guidelines
ThePLANcampaignmarketingdeliverables(blog,socialmediaposts,etc.)will
accuratelyrepresentthenewcurriculum
ThemarketingforPLANwilladheretotheSimmonsbrand
Marketingdeliverables:

Onesampleblogpost(tobedisplayedontheSimmonsPLANwebsite)

Samplesocialmediapostswithalinktotheblogandbrandedhashtag,

#MyFirstMoment(Twitter,Instagram,andFacebook)

Logistics
ThecampaignwilllaunchatthestartofthespringsemesterinFebruary2016.Thiswillgivethe
campaignenoughtimetogaintractionandexposureinthemonthsleadinguptocollegedecision
deadlines.EventhoughthefocusofthiscampaignisontheBostoncourseandtheseclassesare
notrunningduringthespringsemester,thesestrategiescanstillbeimplementedthroughother
PLANcourses.
Aspartofthisplan,studentswillberequiredtowritebiweeklyblogpostsontheirexperiences
intheclassandatSimmonsintheirfirstyearPLANcourses.Aworkstudystudentcanbehired
tohelpwitheditingandreviewingtheseblogs,thenchoosingthemostinterestingonestobe
published.

Metrics:
Inordertoseeifourmarketingeffortshavebeensuccessfulinreachingourobjectives:building
recognition,enhancingreputation,andincreasingretention,wemustanalyzeaseriesofmetrics.
Wedecidedtodividethemintoshorttermandlongterm,tohelpusassessandorganizeour
resultsthroughoutdifferentstagesofthecampaign.
ShortTermMetrics:
Blogpostviews
Totalnumberofshares
Clickthroughrates
LongTermMetrics:
Increaseinsocialmediafollowers
Increaseinnumberofstudents
Increaseinstudentretention

Conclusion:
Wehavecreatedaneffectivedigitalmarketingcampaignthatsuccessfullypromotesthe
SimmonsPLAN,whilealsoaligningwiththeschoolsbrandandcurrenttagline,YourMoment.
YourMove.YourSimmons.Throughourcampaignwewillincreaserecognition,enhance
reputation,andincreasestudentretentionratesforSimmonsCollege.