Upward Bound Math and Science Campaign Book
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Transcript of Upward Bound Math and Science Campaign Book
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Client Upward Bound Math and Science Client Contact Information Willie West Assistant Director 814-863-1296 [email protected] Happy Valley Communications Account Team Contact Marissa Salway Account Executive 908-499-1327 [email protected] Sofia Cacho 787-619-4734 Account Associate [email protected] Courtney Erat 570-466-0103 Account Associate [email protected] Sabriana Pimentel 484-821-6384 Account Associate [email protected] Rebecca Poling 610-283-3609 Account Associate [email protected]
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Table of Contents Client and Account Team Contact Information _____________________ 2 Client Summary _____________________________________________ 5 Target Audience _____________________________________________ 6 SWOT Analysis _____________________________________________ 6 Goals and Objectives _________________________________________ 8 Social Media _______________________________________________ 9 Hashtag ___________________________________________________ 17 Social Media Analytics ______________________________________ 17 Hootsuite Step-by-Step Guide_________________________________ 23 Media List _________________________________________________41 Pitch Letter and Press Release __________________________________42 Flyers_____________________________________________________ 45
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Client Summary
The Upward Bound Math and Science Program is a college
preparatory program that serves grades 9-11 students. The program is
dedicated to strengthen the math and science skills of participating students
by helping them develop their skills to pursue a postsecondary degree in
math and science. Most of the students who are accepted into the program
are the first in their family to complete a four-year college degree or are
from low-income families.
The program serves students who attend John Harris High School,
SciTech High School, Reading High School, and Woodland Hills High
School. The students must have a minimum of a 2.5 GPA to apply to the
program. If accepted, the program is free to the students.
The program is offered through a federal TRIO grant of $301,802 per
year from the U.S. Department of Education. The Pennsylvania State
University and the Office of the Vice Provost for Educational Equity
provides facilities and administrative support for the program.
The program consists of a six-week summer program with intensive
math and science training; exposure to university faculty members who
conduct research in math and science; computer training; and participant
conducted scientific research under the guidance of faculty members or
graduate students. The summer program involves coursework in math,
science, research writing, computer skills, public speaking, and foreign
language.
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Target Audience UBMS’s target audience mainly consists of high school students in grades 9-11 who attend John Harris High School, SciTech High School, Reading High School, and Woodland Hills High School in order to spread awareness of the program. In addition, UBMS also targets their program alumni audience and the parents of the students who attend their target high schools. SWOT Analysis Strengths:
Upward Bound Math and Science is a year-round academic program
that holds events to keep high school students on track. Their location, the
Pennsylvania State University, offers good use of facilities and labs for the
students involved in the program. UBMS has monthly “Saturday Programs”
where the professors mentor, tutor and counsel high school students in
preparation for college. In addition, UBMS offers a “Summer Academy” bus
transportation that allows students from five high schools to get
transportation to the University Park campus to participate in the six-week
summer program. Lastly, UBMS is somewhat actively posting on their
Facebook page and are enthusiastic in regards to broadening their social
media outreach through Twitter, hash tags, and Instagram. Their flyer is also
informative and helpful for students who are interested in the program.
Weaknesses:
UBMS has a minimal presence on social media and only has a website
and Facebook page, which makes it difficult to spread the word about the
program. UBMS does not have a strong following, as only 101 people “like”
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their Facebook page. In addition, the students have to attend one of the five
high schools to be involved in the program so it is available to a very limited
amount of students. Their informational flyer is not eye catching and is too
wordy.
Opportunities: UBMS is open to rebranding their social media platforms to spread
awareness of their services. UBMS can maximize their partnership with
HVC in order to get more followers on social media. In addition, our team
can generate more interesting and relevant content to receive more attention
on social media. Lastly, Hootsuite will be a valuable tool when rebranding
social media. UBMS can utilize it to post on the times where most people
are active on social media and receive more media attention.
Threats:
People on social media might not be interested in learning about UBMS’
services. The content that is currently being posted on the Facebook page is
not that stimulating. This could hurt UBMS in the long run because a
competitor might receive more media attention than them and they could
lose members of the program. In addition, their name is extremely similar to
another service, Upward Bound, so people could confuse the two programs.
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Goals and Objectives Goal: Raising awareness about Upward Bound Math and Science program’s services to their target audience. Objectives:
1. Rebrand all social media platforms and utilize Hootsuite
2. Communicate the services UBMS has to offer through traditional and
new media.
3. Recruit undergraduate and graduate students from the College of
Education to teach at the UBMS summer program
4. Redesign flyers
Tactics:
1. Completing a backgrounder of UBMS’ services (client summary). 2. Create Twitter and Instagram accounts 3. Create interactive, STEM related content to generate on the Hootsuite
account for the entire fall semester. 4. Create a Hootsuite account. 5. Create media lists from the Science, Math, and College of Education
departments. 6. Create sample email pitches and press releases for the program to
release to various local media outlets. 7. Work with consulting associates to redesign informational flyer and
create a socia media flyer.
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Social Media
One of our main tasks this semester was to improve UBMS’ presence
on social media. The client wanted to be able to reach a larger number of
people through their platforms than they were at the beginning of the
semester. When we first started working with UBMS, the only social media
platform they were using was Facebook. Therefore, our first objective was to
set up a Twitter and Instagram account for them. For the Twitter, we created
the username @UBMS_PSU, and for the Instagram, @ubmspsu. We left the
name of the Facebook page as it was: “The Upward Bound Math and
Science Program at Penn State.”
In addition to creating a profile for UBMS on both of these platforms,
our main task was to rebrand all of their social media accounts. Essentially,
we focused on finding relevant media, such as news articles related to STEM
(science, technology, engineering and math) fields, and posting them to one
of our accounts, accompanied by a sentence or paragraph pertaining to the
article. We also created posts that made information about the program more
available to our followers, along with a link to the program’s website. On
both Twitter and Facebook, we asked questions in an attempt to drive up
interaction with our followers. Due to the fact that the program will not start
until the summer, we did not begin using their Instagram. However, we set it
up so that they can use it when they have content to post. We created posts
for their social media for the entire fall semester of 2015.
To gain followers on our Twitter account, we began following similar
accounts. We followed 290 accounts to date, each pertaining in some way to
STEM. We followed UBMS programs at other schools, professors in the
field, some education-centric accounts, etc.
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Rather than manually posting ourselves at a specific time, we used
HootSuite to schedule posts on both Twitter and Facebook. We researched
the peak posting times for each platform in order to maximize our audience.
We found that the best times to post were in the morning (around 9 a.m.) and
late afternoon into early evening were the best times to reach a larger
number of people.
We also used slightly different strategies for Twitter and Facebook,
due to the different age demographics on each site. Parents are more likely
to be on Facebook, so we posted a few articles that would be more
interesting to parents of prospective students. Twitter is more likely to be
used by students, and so we adjusted our content as such.
Below is the calendar of Twitter and Facebook posts we created for
our client:
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Hastag
Another of our main tasks this semester was to create hashtags for
their social media accounts. For their summer program, we developed
#UBMSummer16. We also came up with “#thatSTEMlife.” We used this
hashtag frequently in posts containing news articles. We also used the
hashtag #TrioWorks, which is a hashtag that has already been used by
TRIO, the federal body of which UBMS is a subset.
Social Media Analytics
As the semester came to a close, we monitored our social media
improvement and took note of our increases since starting to implement and
use UBMS’ Twitter and Facebook routinely.
Overall Twitter Improvement:
The screenshot above shows a 28-day summary of UBMS’ Twitter
analytics. This shows that we have increased their overall, profile visits, and
followers. It also shows that we have increased their “Tweet Impressions,”
which is the delivery of a tweet to an account’s newsfeed. This screenshot is
important because it shows our improvement starting around the time when
we started posting daily.
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Tweet Impressions for October and November:
The two screenshots above showcase the improved tweet impressions
from October to November on UBMS’ Twitter. As indicated by a red circle
and arrow, in October the tweet impressions only hit 340, while in
November they increased to 2,289.
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Facebook Likes:
This graph shows UBMS’ total likes on their Facebook page. As
shown by the graph, the likes increased significantly on October 11th, which
happens to be the date we started posting on Facebook. There is also a
steady increase in likes during mid-November into late November. This is
consistent with our daily posts on Facebook starting in November, which
resulted in an increase in likes.
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Facebook Likes Continued:
The graph above also showcases UBMS’ Facebook likes, but paying
close attention to the data circled in red. There is a noticeable increase in
likes during the month of November, which correlates with our daily posts
on Facebook.
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Facebook Page Views:
This graph shows the page views for the timeline, photos tab, and
likes tab on Facebook for the month of November. These analytics show that
once we started daily posting on Facebook, the page views increased,
especially on UBMS Facebook timeline, where the posts were posted.
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Facebook Audience:
This graph focuses on UBMS’ Facebook audience analytics. As
shown by these analytics, we reached our target audience (high school age to
college age students). We also were impressed that there were more likes
from women in our target audience range than men (as indicated by the red
arrow). This data shows that 33% of women and 23% of men in our target
age range liked UBMS’ Facebook, which concludes that more women are
visiting the site and are thus interested in STEM fields and the mission that
UBMS provides. This is a big feat for UBMS, since men usually dominate
STEM fields.
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Hootsuite Step by Step Guide
Goal: Create and easy to use guide on how to use the social media manager tool Hootsuite. Our team created an in depth Hootsuite step by step guide; we demonstrated how to post, how to use analytics and how to use publisher. The team used our existing Hootsuite account to go through and make screen shots for the walkthrough of the important functions.
1. Login to Hootsuite
2. You should be directed to your home page
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3. Put your mouse over the “Compose Message”
4. Select your social media outlet
5. Type your message in the “Compose Message” box
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6. If you want to add a link type it in the “add a link…” box
a. Press Shrink
b. The link will then appear with your post
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7. If you want to add a photo press the little paper clip
a. select a photo and post
b. This is how it will look
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8. To schedule, press the little calendar button
a. Select a day and time
b. If you’re done with you’re completely done with your post, click schedule
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Analytics:
1. After logging in, navigate to the Analytics page by hovering over the bar graph icon, then clicking on “Analytics”
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2. From there, click on “Twitter Profile Overview.”
3. Your screen should now look as shown below. Click on the
green “create report” button.
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4. After a moment, your page should be automatically redirected to the report. Since our twitter just started, there are not currently a lot of statistics. However, it will look like this:
a. NOTE: The time period for the statistics can be changed
by using the drop-down list circled above, i.e. Last month, last 7 days, last 14 days, today, etc.
5. The second option available to us, as a “free” account, is a Facebook Overview. To access this, click on “Facebook Page Overview” on the menu on the left-hand side of your screen.
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6. Just as we did with the Twitter overview, click the green “Create Report” button.
7. Again, your page should automatically redirect to the new
statistics report.
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a. Hover your cursor over the question marks (circled above in red) for an explanation of what each statistic measures. Note that it also shows a percentage increase or decrease for each statistic.
8. With a free account, HootSuite only allows us to have two reports at a time. In order to create a new report, we must first delete the old reports. Once you are done viewing the reports, click “all reports” on the left-hand menu.
a. Select all reports to be deleted by clicking the empty white
box at the top of the list (to delete an individual report, click the box next to only the one you want to delete).
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b. Then click the trashcan icon in the upper right corner.
9. To create a report on links we post, navigate to the “Ow.ly Click
Summary” on the left menu (Ow.ly links are shortened versions of the links we post on Twitter. This will give us information about how many people click on each link).
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10. As with the other two, choose “create report.”
11. This will show which region our visitors are coming from,
how many clicks each link gets, where the people are finding our links (often, this will be a “direct” click from our Twitter), and our most popular links.
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12. The final think we can do with our HootSuite Analytics is
finding statistics for an individual link. To do this, choose “URL Click Stats – Ow.ly” from the left menu.
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13. From there, click on the drop-down list and choose
“@UBMS_PSU”
14. From there, choose any link that we have tweeted and
click on it to view statistics.
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15. Then click “apply.”
16. It will then show the statistics for that individual link at the
bottom of the page.
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Publisher:
1. From the dashboard, click on the Publisher button (icon looks like a paper airplane) on the left menu.
2. It will then prompt you to select an account. Select our Twitter,
Facebook, and/or Instagram (whichever you want to look at).
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a. It will automatically display the posts that are scheduled
for each account in the future.
3. To see posts that have been partially composed, but not scheduled to be posted, click on “Drafts” in the left-hand menu.
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4. To view past calendars (things that have already been posted), click “past scheduled” from the left menu, and navigate week-to-week using the arrows in the upper right corner.
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Media Lists
During the semester we compiled and organized two media lists for
our client. The first media list includes contact information for over 250
professors from Math and Science departments. Our second media list
includes contact information for professors from the College of Education.
Our client will use these lists of contacts to reach out to the professors and
ask them to encourage their students to apply to be a part of the teaching
program over the summer.
Below are screenshots of parts of the media list, in the interest of length.
Media List #1
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Media List #2:
Pitch Letter and Press Release
One of our goals for the semester was to find a way to spread
awareness about the UBMS summer program teaching opportunities. We
created both a pitch letter and press release for our client to use when they
begin advertising for summer program instructors. We did not send out the
press materials because it is still early for people to start applying. The pitch
letter and press release include a background of UBMS, details about the
teaching position, requirements and deadlines.
Our target audience included juniors, seniors and graduate students
from the College of Education since these are the students who fulfill the
teaching positions. We chose to pitch to Onward State and The Daily
Collegian since our target frequently utilizes these publications. We
provided our client with the contact information for who they can send these
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materials to. In addition, we also wrote a prospective email for the College
of Education listserv which will notify students about the UBMS summer
teaching opportunities.
Press Release FOR RELEASE ON [DATE HERE] Contact:
Marissa Salway Happy Valley Communications [email protected]
UPWARD BOUND MATH AND SCIENCE PROGRAM SEARCHING FOR
EDUCATION STUDENTS TO TEACH DURING SUMMER PROGRAM UNIVERSITY PARK, Pa. – Penn State’s chapter of the Upward Bound Math and Science program is looking for 20 to 30 students in the College of Education who are interested in teaching or co-teaching during their summer program. Upward Bound Math and Science is a federally funded program that offers a six-week academic experience at Penn State’s University Park campus to low-income, first generation high school students. The program is looking for students in the College of Education who are interested in teaching English/Writing, Math, Science, Public Speaking, Computer Science and other elective courses. Instructors are able to work with the program to develop their own curriculum for the summer. To be an instructor for the program, students must have earned a minimum of 91 credits and be willing to spend about 10 hours per week on work associated with their course. Compensation will be determined based on time spent teaching, previous experience and academic credentials. If you are interested in applying, or if you would like more information, Upward Bound Math and Science can be found in 210 Grange Building, reached by phone at (814)–863–1296, or online at http://equity.psu.edu/ubms.
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Pitch Email or Letter Shannon Sweeney Editor-in-Chief The Daily Collegian Dear Shannon Sweeney, The Upward Bound Math and Science Program at Penn State is looking for juniors, seniors, or graduate students who would be interested in participating as instructors for the summer program. The program is looking for students enrolled in the College of Education who are interested in teaching/co-teaching in the following areas: English/Writing, Mathematics, Science, Public Speaking, Computer Science, as well as other enrichment and elective courses. The Upward Bound Math and Science Program (UBMS) is offered through a federal TRiO grant of $301,802 per year from the U.S. Department of Education, with facilities and administrative support provided by The Pennsylvania State University and the Office of the Vice Provost for Educational Equity. The university hosts three programs - Classic UB, UB Math and Science and UB Migrant which prepare low-income, first generation high school students for a successful career in college. Every summer these programs host 120 students in a six-week residential academy at the University Park campus that offers a taste of college life as well as assistance with academic courses. Selected instructors have the opportunity to design their own curriculum in conjunction with TRiO Upward Bound Programs to help students develop their skills and expose them to new subject material. For those who are interested, multiple sections of a class may be available. Applicants must apply by February 1, 2016 and have a minimum of 91 course credits. The program runs from June 15, 2016 through July 16, 2016 for approximately 10 hours per week. Instructors should be prepared to devote extra time for planning, grading, and out of class activities. Compensation is based off of time spent teaching and planning classes, previous experience and academic credentials. This is great opportunity for students seeking employment in the education industry who are looking to gain a hands-on experience. Applicants can apply by visiting http://psu.jobs/Search/Opportunities.html and searching for Job #5529. For more information about the UBMS program, please visit http://equity.psu.edu. Please feel free to contact me with any further questions you may have at (484) 821-6384.
Sincerely, Name
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Flyers Our client wanted a new informational flyer to hand out to the high school
students. This was the original Upward Bound Math and Science Program
informational flyer:
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After working with consulting and the directors this was the final product we
created for the client:
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Additionally, we designed a mini handout with Upward Bound Math and
Science’s social media handles. When the client visits the high schools, they
can encourage the students to follow their social media handles and also
involve UBMS’ social media in the presentation to get more activity on the
page. Such as, asking students to tweet questions at their account or asking
them to tweet about their dream STEM career and tag UBMS’ twitter.