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CAMPAIGN BOOK

Executive Summary

#iAmMyPassion. Are you? Our team has developed a social media campaign for the Central Valley Higher Education Consortium (CVHEC). Our comprehensive plan is designed to increase the number financial aid applications submitted by new and existing students. Our goal is to enhance the perception students have regarding
the complexity of the financial aid process. Our campaign is designed to encompass the following social media
platforms: Instagram, Twitter and Facebook.
Social network websites have become influential factors on how students communicate. #iAmMyFinancialAid
is an interactive social media campaign aimed at informing Central Valley youths about financial aid and the
responsibilities it incurs. With this knowledge students will find ways to graduate from institutions of higher
learning with little to no debt.
Our campaign aims to craft a message stating College is Affordable for all. Social media messages will be
aimed at motivating students to take the next step to enriching their futures. We also propose a new program
called the High School Ambassador program. With this program we hope to implement our #iAmMyFinancialAid campaign through hiring and coaching responsible high school students as ambassadors. They will be representatives of the CVHEC and will provide their peers with information on the overall financial aid process.
We envision a future where local high schools and the CVHEC work together to encourage students to become
leaders. This campaign will revolutionize the way students approach their futures, by eliminating the fear of the
price of college and to pursue a higher education.

RESEARCH

Database of High School


Social Media Contacts

Fresno County
Bullard High
Whitney Godfirnon

whitney.godfirnon@fresnounified.org
559-451-4337

Caruthers High School


Maria Cabrera

Fresno High
Linda Laettner
457-2907

Golden Plains Unified


Keith Mackey
kmackey@gpusd.org
698-7205

559-495-6400

Hoover HIgh
Nick Peterson

pbirrell@centralusd.k12.ca.us

Kerman Unified
Salvador Navarrete

mcabrera@caruthers.k12.ca.us

Central Unified
Paul Birrell

559-274-4700 ext. 63145

Clovis Unified
Kelly Avants

kellyavants@cusd.com
559-327-9092

Coalinga High
Mary Frances Solorio

ksolorio@chusd.k12.ca.us
559-935-3571 ext. 2111

Duncan Polytechnical
Curtis Bruno
559-248-7080

Edison High
Fabiola Perez

linda.perez@fresnounified.org
457-4905

Firebaugh High
Stacy Robb

srobb@fldusd.org
(559) 659-1476

Fowler High
Rick Romero

rromero@fowlerusd.org
559-834-6160 ext. 4023

451-4000

salvador.navarrete@kermanusd.com
842-2506

Kings Canyon Unified


Michelle Priest
priest-m@kcusd.com
305-7320

Kingsburg Join Union High


Kerry Peterson
kpeterson@khsvikings.com
(559) 897-7721
Laton High
No Social Media

McLane High

No Social Media

Mendota High

No Social Media

Orange Cove High


Felipe Campos

campos-s@kcusd.com
murillo-n@kcusd.com
626-5900 ext 6926

Parlier High

No Social Media

Reedley High
Irene Wright

wright-i@kcusd.com
305-7123

Riverdale High

No Social Media

Roosevelt
Michael Allen

michael.allen@fresnounified.org
253-5200 ext 35202

Sanger High

No Social Media

Selma High
Mark Babiarz
Jonmari Loving

jloving@selma.k12.ca.us
(559) 898-6550

Sierra High

No Social Media

Sunnyside

No Social Media

Washington Union High School


Elaine Madrigal
elaine.madrigal@wusd.us
(559) 485-8805 ext. 477

Madera County
Ramona Gomez

rgomez@maderacoe.us
559-673-6051 ext 6234

Mariposa County

Robin Hopper ,Vicki Bustos


Jon Corippo
jon.corippo@mcusd.org
559-676-1935

Stanislaus County
Judy Leitz
Britney Goon

jleitz@stancoe.org
bgoon@stancoe.org
1-209-238-1700

Tulare County
Alpaugh Unified
No Social Media

Cutler-Orosi Unified
No Social Media

Dinuba High
Mona Carrion

mcarrion@dinuba.k12.ca.us
559 5957220

Exeter High
Melissa Reyna
559 5952127

Farmersville High
Ms. De La Cruz
559 5944567

Lindsey Unified
No Social Media

Porterville Unified
No Social Media

Tulare High

No Social Media

Visalia Unified

No Social Media

Woodlake Unified
559-564-3307

*Refer to appendix for full list

Survey Summary

This document summarizes an in-depth interview process prepared for the CVHEC. It address the disconnects
we found between the financial aid process and students. In these in-depths interviews, the group members
dissected the survey into three sections. There were six questions on each survey which included knowledge of
social media, the financial aid process and demographics. A total of 50 surveys were conducted. The goal of
this interview was to identify positive and negative aspect of the financial aid process.

Knowledge of social media:

Findings concluded that social media is the best platform to reach students. Our target market spends a minimum of two hours a day on any given social site. The results show that more students would be likely to apply
or remember deadlines if they were reminded through social media.

Knowledge of the financial aid process:

Our studies show that most students have a very negative view of the financial aid process. Many are unsure
of deadlines, where to apply, or where to turn in paperwork. Through these surveys we found that many students
get so frustrated with the paperwork they will give up. The next issue we found was students understanding the
qualifications of financial aid. A re-branding of the financial aid process should be done to change the attitude
and perception of students with financial aid.

Demographics:

This survey showed that more women than men apply for financial aid and are aware of the financial aid
process.

CVHEC Website Audit


www.collegenext.org
Analysis of Content:

Completeness
Great links to other websites to help students find
the right college and financial aid information
Clear Vision and Mission Statement
Social Media Icons viewable, but not obnoxious
There is a nice graphic on each page
Analysis of Navigation
Very user friendly/Easy to use
Easy to navigate
Links are active and up to date
Good information provided
Analysis of Graphics and Visuals
Great use of vibrant color
High quality graphics/pictures on each page

Modern and simple look


Good carousel on home page
Too much information on bottom half of home
page
Recommendations
On the lower half of the home page, remove Life
in the Central Valley and move that information to
another tab/page.
Move the quick links portion to the upper part of
the home page.
Center Latest News and update that more frequently
Add a Home Page tab to the top navigation bar

PLANNING

Target Audience

High School Students-Primarily juniors and seniors (Primary):


High school students are our primary audience because they are graduating from high school and most likely
applying to college. College can be expensive for students and, therefore, students will need financial help.
The Central Valley Higher Education Consortium is targeting these students because they are the demographic
most likely to be applying for financial aid for the first time.
Parents of High School Students (Secondary):
Parents of high school aged students are one of our secondary audiences because they are the highly influential
to their children. High school aged students will need their parents financial information and support to be successful in the financial aid application process.
High School Counselors (Secondary) :
High school counselors are another secondary audience because they educate students on everything related to
college, including but not limited to, financial aid. They are responsible for encouraging students to apply for
college and financial aid. They also have the tools to give students to help them succeed in this process.
Current College Attendees (Secondary):
The last secondary target audience is current college students who have not applied for financial aid for the current year (or ever). By targeting this demographic, the Central Valley Higher Education Consortium also hopes
they can persuade college students to spend their financial aid money in a responsible manner.

STRATEGIES AND TACTICS

Goals And Objectives

Goal: Promote financial aid awareness and the availability of funds


Informational objective: Increase the number of financial aid applicants in the area covered by the Central
Valley Higher Education Consortium
Attitudinal Objective: Create a favorable attitude toward the financial aid process by May 5.
Behavioral Objective: To establish recognition of the #iAmMyFinancialAid campaign by May 5. This will
be measured by conducting a post campaign survey
Goal: Educate financial aid recipients about responsible spending
Informational objective: promote responsible spending of financial aid money as well as budgeting money
Attitudinal objective: modify how people feel about budgeting money and spending financial aid money
responsibly
Behavioral objective: To increase by a minimum of 20% the amount of responsible financial aid spenders.
This can be measured by doing a pre and post survey after seminars about budgeting.
Goal: Increase Financial aid applications in the area covered by the CVHEC
Informational objective: increase the number of financial aid applications for the area the CVHEC covers
by 20% by May 5.
Attitudinal Objective: reinforce positive attitudes about the financial aid process, despite its lengthy process
Behavioral Objective: Encourage at least 20% more students to apply for by financial aid. This can be done
by including counselors and parents. To measure this goal send out email blasts and surveys to ask how what
the parents and counselors did to help students apply.

Slogan and Key Messages


Slogan
#iAmMyFinancialAid

Theme
I am my passion, destiny, my financial aid. I will make a difference, live up to my potential. I will become a
mover, a shaker; leave my mark on this world. I am my financial aid.
Key Messages
- Inspiring students to apply for financial aid
- Educating students and parents the benefits of having financial aid
- Giving students, parents and counselors the tools to apply for financial aid
- Making college affordable for everyone
Logo

We created this logo because we wanted a visual of our hashtag. The color we chose symbolizes money, and since this campaign is about received financial aid, we thought it was
fitting. We added the graduation cap because that is a symbolic image that says college.
Our logo is simple, yet powerful and encompasses everything this campaign is about.

Social Media Posts (Facebook)

Facebook- Best Practices and Instructions


Although Facebook is slowly fading away in the social media world, it is still relevant to add this platform
into our campaign. Many high schoolers and incoming college freshmen are more likely to read short things,
mainly words. This is where the use of a #hashtag comes in. Hashtags are a pound symbol to most people
but in the social media world, theyre words or phrases that are important to the author of the post. By using a
hashtag, it categorized, collects and captures a specific audience. See below for the best practices and instructions on how to use Facebook.
Best Practices
Use hashtags to capture a specific audience
Include links to articles that benefit the audience
Use bit.ly to shorten long URLs
Recognize your audience
Post 70 percent about them
Post 30 percent about you
Be mobile friendly
Be first to post public praise
Others will repost you
Include a call-to-action
Use hot topics
Use themes
Post pictures of things that your audience can only
see from the background of high school, college or
CVHEC
For event or news story

Others will pay attention when you contact them


through social media
Have supporters and friends promote you
Easy to ask, easy for your audience to support you
Should evaluate FB once a month
Check for anything that needs to be changed or
updated
Hold a meeting with high school ambassador or
social media ambassador to focus on future posts
May find something interesting or helpful
Dont forget to post on Facebook after office hours
Be a resource to your audience by posting about
financial aid
Instructions
(see Social Media Calendar in Appendix, along with
weekly posts)
Post each post according to the calendar.

Example: Week 1: Jan. 12- Jan. 16


It does not matter how slowly you go as long as you do not stop. #MotivationMonday #Confucius
NOW is the time you can apply for financial aid! #iAmMyFinancialAid
Fafsa.ed.gov
Want to go to a UC? Check out this link, http://bit.ly/1plaSYV and find out if this is meant for you. #BlueAndGoldProgram #iAmMyDestiny
Parents! Read about how your high school student is losing out on free money. http://1.usa.gov/1yaeaPD
Need more information on Financial Aid? Check out this link, http://bit.ly/1tsq8yF.
#iAmMyFinancialAid

Social Media Posts (Twitter)

Twitter: Best Practices and Instructions


Twitter Is the leading social media platform. It is professional, yet still has a collection of youths that use the
platform. Twitter is opened to everyone and each tweet is public. A tweet on Twitter is like a post of Facebook
or Instagram. Like Facebook, Twitter allows the author of the tweets to add links to articles. Most importantly
when adding links, its best to use bit.ly to shorten longer links. See the Twitter best practices and instructions
for better use of Twitter.
Best Practices
Include images
Retweet relevant content from your audience
Thank those who retweet you
Engage in conversation by commenting on others
tweets
Use incentives to invite people onto your Twitter
Have a variety of different types of pictures
Use sources
Become a resource yourself
See what your audience wants to see
Then post it to get their attention
Suggest that people add or follow you
Begin to follow others
Post at the best times for your audience
Hold a monthly meeting to focus on future tweets
Evaluate your Twitter once a month
Check for anything that needs to be changed or
updated

Log into Tweriod to see your prime times to


post according to your followers activity.
Ask you followers to promote you
Use HootSuite to manage twitter and track when
organizations or people youre following are mentioned
Include a call-to-action
Be the first to tweet about public praise
Others will begin to repost you
Be mobile friendly
Use hashtags to capture a specific audience
Recognize your audience
Tweet 70 percent about them
Tweet 30 percent about you
Instructions
(see Social Media Calendar in Appendix, along with
weekly posts)
Post each post according to the calendar.

Social Media Posts (Instagram)

Instagram- Best Practices and Instructions


`Instagram is the new leading social media platform. High school students and college freshmen prefer to read
as little as possible when in the social media world. Through pictures taken from the authors point of view,
their audience can see and understand whats important to them. Being a great source to others is important.
Also, like Facebook, Instagram uses hashtags to collect a certain audience. See the Instagram best practices and
instructions for better use of Instagram.
Best Practices
Post more frequently
Ideally once a day
Use hashtags to capture a specific audience
Use catchy quotes and song lyrics
Include images
Recognize your audience
Post 70 percent about them
Post 30 percent about yourself
Be mobile friendly
Include a call-to-action
Use #BTS (Behind the scene)
Post pictures that only your audience can see from
the background work

Should evaluate Instagram once a month


Check for anything that needs to be changed or
updated
Look at who is following you
Ask questions
This will get a higher interaction rate
See what your audience wants and then post to get
their attention
Have a variety of different types of pictures
Redirect audience to FAFSA or CVHEC
Instructions
(see Social Media Calendar in Appendix, along with
weekly posts)
Post each post according to the calendar.

Promotional Video

Synopsis: The #iAmMyFinancialAid campaign promotional video highlights college students and professionals who are proud to be recipients of financial aid. Throughout the video students and professionals give their
testimonial on why financial aid was important in helping them become successful. They state #iAmMyPassion
or #iAmMyDestiny to show that they are proactive in their journey towards their achievements.
Production Assessment: This video was shot on the Fresno State campus to highlight students and professionals
who are among the Central Valley community. The video was shot by the Fresno City College new media club
and edited by Jasmine Bonilla.
Script: See script attached in Appendix.
Proposal: High School Ambassador Program
This joint effort between CVHEC and Central Valley high schools will provide students with a unique opportunity for educational growth. The high school ambassador program will reach the entire student body and spread
the #iAmMyFinacialAid message. In order to become a student ambassador, you must apply and interview with
the CVHEC panel. Applicants must submit three letters of recommendation. Ambassador training will include
college preparation workshops and the entire financial aid process. The #iAm ambassadors will be awarded a
$500 stipend for the completion of the program.

EVALUATION

Evaluation


As part of any public relations campaign, one of the most important steps is evaluation. By evaluating,
you can calculate actual data to summarize and conclude your final product. With this data, you can gauge the
success of your campaign, which posts and/or ideas worked best, which ones didnt do as well and how to proceed from there. These findings can also help you create a new campaign if needed. The more data you collect,
the more information you can use in the future.

Since this is a social media campaign, to evaluate the implemented plan The CVHEC should assess the
social media interaction, promotional video and high school ambassador program on a weekly and monthly
basis. Please see step by step instructions below on how to evaluate each portion of the plan.
Promotional Video: Did the video engage viewers and increase in number of views?
1. Go to www.YouTube.com
2. Search for #iAmMyFinancialAid
3. Look at how many views the video. You may want to create a spreadsheet and/or word document to keep
track how many views the video has per week.
4. Ask yourself: Has the number of views increased? Why/Why not? Document your assumptions.
High School Ambassador Program: How are the ambassadors doing? What are they doing?
1. Host a quarterly meeting and invite all the high school ambassadors to the meeting and have them report
their progress.
2. Record their progress and determine the success of the program
Social Media: Were posts engaging and interacting? Please make sure you are tracking insights on a
weekly basis.
FacebookLog Onto Facebook
Click on the Insights Tab
This is a free service Facebook provides that calculates all the data you will need for an evaluation
-Evaluate post likes & shares
-Your main demographic(s)
-How many people are engaged
It will show you how much each section has increased or decreased.
Evaluate the statistics and determine why they are increasing or decreasing.
Twitter & InstagramGo to twtrland.com
Add your twitter and instagram handle
This website, just like Facebook Insights, calculates all the data you will need for an evaluation.
Evaluate your activity, popularity, followers
-Ask yourself Have they increased or decreased? Why or why not?
-Do we have retweets (RT) or shout-outs (S/O)?

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