Hampton U -Online - Annual Report 2021

HAMPTON U ONLINE: SOCIAL MEDIA PLAYBOOK // AUDIENCE DEFINITI

PROSPECTIVE STUDENTS Platforms: Facebo
Messaging Object

PROSPECTIVE STUDENT INFLUENCERS Platforms: Facebo
Messaging Object

CURRENT STUDENTS Platforms: Facebo
Messaging Object

ALUMNI Platforms: Facebo
Messaging Object

FACULTY + STAFF Platforms: Facebo
Messaging Object

ION

ook, LinkedIn, Instagram, Twitter
tive: Drive enrollment, increase awareness

ook
tive: Increase awareness

ook, LinkedIn, Instagram, Twitter
tive: Build a sense of community, encourage engagement, drive affinity

ook, LinkedIn, Instagram
tive: Build a sense of community, encourage engagement, drive affinity

ook, LinkedIn
tive: Encourage engagement

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HAMPTON U ONLINE: SOCIAL MEDIA PLAYBOOK // CONTENT CATEGOR

DRIVE ENROLLMENT NEWS, EVENTS + INFO

Educating our target Promotion of awards the brand
audiences on why Hampton U has won, job fairs, class
Online is the right choice for
schedule changes, donation
their higher education. drives, etc.

RIES

INSPIRATION HBCU CATEGORY LEADER

Highlighting alumni who have Showcase what makes
built successful careers based Hampton U Online unique and
outstanding among HBCU’s.
on their Hampton U Online
degree, current student
experience, etc.





HAMPTON U ONLINE: SOCIAL MEDIA PLAYBOOK // CUSTOMIZED MESS

• Leverage user generated content from students and
and build out a deep creative resource bank

• Use culturally relevant news/topics to inform content
• Introduce branded hashtags:

• #HamptonUOnline
• #HamptonyoU
• #HBCU
• #WhereWillYouGoFromHere

SAGING STRATEGIES

faculty in an effort to increase organic engagement
t calendars

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ORGANIC SOCIAL MEDIA REVIEW // REPORTING

INSTAGRAM HAMPTON U ONLINE
FACEBOOK April 2020
LINKEDIN 264
TWITTER 2,411
0
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*Follower counts pulled 4/17/20 and 4/19/21.

HAMPTON U ONLINE % CHANGE
April 2021 49.42%
394 6.35%
2,564 5,300%
53 17.5%
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ORGANIC SOCIAL MEDIA // KEY TAKEAWAYS

• Platforms now have a signature Hampton UO look an
platforms, we’ve developed a unique look and feel th

• Creative is now sized for each platform to ensure tha
on each channel

• Content Calendars are leveraged in order to ensure t
audience engaged across all platforms

• Traffic to the website has increased more than 200%
• Campaign URLs are used for each post in order to g

media channels to the Hampton U Online website
• Posting is no longer sporadic and follows a regular c

nd feel. By introducing “brand guidelines” to organic
hat becomes associated with Hampton UO
at imagery is poised for the highest user engagement
that we are varying content categories and keeping our
% YoY
gain insight into acquisition sources from organic social
cadence across social channels

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INSTAGRAM - BEFORE IN

NSTAGRAM - AFTER

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SOCIAL MEDIA REPORTING

• Instagram
• Our average “like” count has increased from 2
• We have more than 130 new followers
• Engagement rates are up more than 50%
• We see the highest engagement with posts tha
Online a unique place to earn a degree

to 12 likes
at celebrate HBCU’s and what makes Hampton U

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FACEBOOK - BEFORE

FACEBOOK - AFTER

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SOCIAL MEDIA REPORTING

• Facebook
• Pageviews are up 212%
• Post reach is up 342,991%
• Post engagement is up 8,531%
• More than 100 new followers in the past year
• Our highest engagement comes from posts wh
and perspective students

here we share helpful tips + information with students

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LINKEDIN - BEFORE

LINKEDIN - AFTER

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SOCIAL MEDIA REPORTING

• LinkedIn
• Reactions are up 200%
• We have created a strong follower base of 53 f
• We are getting solid traffic from a Military base
• Top engagement comes from posts that cente

from 0
ed audience interacting with our content
er around the idea of career advancement

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TWITTER - BEFORE

TWITTER - AFTER

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SOCIAL MEDIA REPORTING

• Twitter
• Average tweets per month is up to 6
• Tweet impressions have increased to more tha
• We send about 100 clicks through from Twitter
• The top performing tweets are informative or d
information about an opportunity

an 2,500 per tweet - almost 350%
r to the website per month on average
drive followers to the Hampton Website for more

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AMPLIFYING BRA

AND AWARENESS

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PLANNING PARAMETERS

• Geography: USA (National)
• DMA’s will be optimized based on performance through
• We will break the campaign into regions as needed in o
on metrics throughout the campaign’s flight

• Target Audiences:
• Primary: Career advancers
• Secondary: Undergraduate applicants

• Plan Considerations:
• Program needed to generate overall awareness and drive
• Media assets should encourage engagement and push u
• Identify new geo-location enhanced opportunities to tar
• Create a fluid environment to optimize investment towar

hout the campaign
order to adjust budget in order to increase performance based

e traffic to the Hampton UO Website
users closer to applying to Hampton UO
rget both audience segments
rds higher performing campaigns

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TARGETING DETAILS

• Behaviors
• High school graduates
• Military families
• Military spouses
• Partly completed degrees
• Persons interested in career advancement
• Persons interested in in a career change

• Demographics
• Age range 18 - 34
• HHI > $30,000 / year
• Entry Level Employees

• Budget Allocation
• Career Advancers: 70%
• Undergraduates: 30%

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MEDIA REPORTING // BRAND AWARENESS

LINKEDIN REACH
FACEBOOK 247,527
783,036
TOTAL 1,030,563

Metrics cover 4/15/21 - 5/12/21.

CLICKS CTR
131 0.04%
1,833 0.11%
1,964 0.08%

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MEDIA REPORTING // BRAND AWARENESS- FACEBOOK

Gender

Men
70%

Uncategorized
1%
Women
29%

Metrics cover 4/15/21 - 5/12/21.
Metrics based on ad reach

Age

18-24
41%

25-34
59%

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