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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
Fresno County
Bullard High
Whitney Godfirnon
whitney.godfirnon@fresnounified.org
559-451-4337
Fresno High
Linda Laettner
457-2907
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
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
McLane High
No Social Media
Mendota High
No Social Media
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
Madera County
Ramona Gomez
rgomez@maderacoe.us
559-673-6051 ext 6234
Mariposa County
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
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.
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.
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.
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
PLANNING
Target Audience
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.
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)?