MInT Social Media Marketing Campaign

MINT LEAF

D A N I E L K A Y A L , Z A C J E S S N E R , C O R MA C O ’ B R I E N & C O N O R

L A V E L L E

STRATEGY• Promote MInT

• Research • DCU, DCUBS and societies social media pages

• Strong Clear Goals – Consistent Colours & Message

• Segmentation – CAO applicants, International Students, Mature students

TARGET MARKET• Students

• Main market

• Informal content

• Provocative imagery

• Parents• Influencers

• Formal content

• Respond to in-depth information

• Hard to reach

LEAFLeadership Entrepreneurship Ambition

Fulfillment

• Acronym to accompany MInT

• Explains what the students can expect

• Used on all platforms and ties to video

LOGO

• Brand Awareness and recognition

• Incorporates LEAF in a visual sense

• Emphasizes the technology aspect

VIDEO• Short tour of DCU

• Showing the facilities it has to offer

• Explaining MInT• Explaining each letter of LEAF• Potential employers

• 77 views

MInT LEAF Video

SOCIAL MEDIA• Facebook – 63% (Jan 2016)

• Twitter – 31% (Jan 2016)

• Instagram – 22% (Jan 2016)

• Snapchat – 25% (Jan 2016)

• We chose to invest in each according to their share• #MInTLEAF

According to IpsosMRBI.com

FACEBOOK• Semi-formal and Informative

• Detailed each letter of LEAF

• Links to articles related to the course material

• Reviews

• 31 people liked the page• 104 page views• 284 people reached

TWITTER• More Informal

• Image and graphic focused

• Humorous

• Inspiring

• Difficult to reach people• Smaller user base• Only 9 followers• Not much interaction from followers

INSTAGRAM

INSTAGRAM• Similar to Twitter

• Informal approach

• Smaller user base so difficult to engage with people

• Easier to reach target market

• More engagement • 40 followers• Average of 7 likes per post

SNAPCHAT

• Day to day life in MInT

• Very difficult to cultivate any followers

• Only 2 followers

EVALUATION

• Target Market• Students - Did not engage as we would have hoped• Parents - Hard to reach

• Video• Message was right • Slightly boring

EVALUATION

• Facebook• Did not reach enough people – maybe too formal• No limit on characters

• Instagram• Easier to reach target audience• More engaged followers• Difficult to get message across in pictures

EVALUATION

• Twitter • Very difficult to attract target audience

• Similar technique to Instagram didn’t work• Jumping on trends

• Snapchat• Character count– difficult to get message across• Little to no engagement• LinkedIn

THANKS FO

R LISTENING

SOCIAL MEDIA LINKShttps://www.facebook.com/MintLEAfDCU/

https://www.instagram.com/mint_leaf_dcu/

https://twitter.com/MInTMG114