Digital Marketing Solutions in an Academic Community By Shawn Richey

Digital Marketing Solutions in an Academic Community

By Shawn Richey

MEMES ARE FROM GALLERY ENTITLED “THINGS PEOPLE NEVER SAY ABOUT ADVERTISING, THEY ARE SATIRIC IN NATURE”

Benefits of Participating in College Student Groups

- Meet new friends based on common interests

- Gain leadership skills

- Participate in local communities

- Build your resume

- Learn to balance responsibilities

Benefits of Joining the AMA atPortland State University

- Gain access to a network of professional and student marketers

- Local agency tours to get a feel for the profession

- Build your portfolio/ create content

- Compete nationally

- Tap into 77 years of marketing resources

- Work with clients/ create strategies to solve organizational problems

S W

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Strengths

•Scalable Structure to Accommodate student interests•Support and opportunities from national AMA•Opportunity to build portfolio and create content

Opportunities

•Portland State restructure of SBA•Business classes lack digital emphasis•Every student group has a marketer•Student group clients and partnerships

Threats

•FIR student advertisement agency has similar offerings•Prior mismanagement has affected reputation•Portland State is a commuter school with a mobile student body

O

Weaknesses

•Small number of standing members•Sparse use of social media assets•Unfamiliarity with restructuring•Number of board members graduating soon

Key Takeaways:

SWOT ANALYSISThe PSU AMA Environment

Revised Agency Structure Need to Grow

Membership Great Opportunity with Student Groups Rebuild external reputation

Target AudiencesThree target audiences to capitalize on rebranding:

• Seniors looking to build portfolio before entering workforce

• Freshmen, Sophomores and Juniors interested in business

• Marketers from other student groups

What We’ll Do (Objectives)

BUSINESS OBJECTIVEGrow Portland State AMA into the student

group that helps with marketing for all other student groups

DIGITAL MARKETING OBJECTIVE

Increase online following, liking, circling and interaction by 40% in the next 6 months

MARKETING OBJECTIVEDevelop and grow a cross platform student following

that can be leveraged to increase membership by 400%

in 6 months

How We’ll Do It (Strategy)

Promote our events and content across our blog and

social media vehicles to build credibility

Create a schedule of quality content including copy, digital,

and social to keep members and contributors engaged

Go after current marketers in every student group and offer them our services in exchange

for membership. Take on all student group clients we can

GamificationNetworkEvent pagesCurate content

WebsiteBuild SEOCurated content reviewsOriginal workGuest bloggers

SEONetwork Google Hangout

Aggregate thought-leadersCurate contentLive-tweet eventsRetweetCreate lists

Aggregate MembersGenerate LeadsNewsletter

NetworkProfessional DevelopmentAccess only for members

Thank you!