Samer Sayigh, Luke Nomura, Yoshi Iwakami

Digital Marketing Strategy – Section 1

Social Media Challenge Deliverable

Overview

Overarching Marketing Goal: Increase yield % of November and January round admits at Tuck. This goal was confirmed with Tuck Admissions as a high priority areafor improvement. A higher yield % improves Tuck’s brand and its overall ranking in publications that rank full-time MBA programs.

Social Media Challenge Goal: Increase social media engagement between the school and admitted students throughTuck’s Facebook page in order to help admits feel more connected to the school. Tuck Admissions is looking for ways to increase engagement between November and January round admits as they feel that there is too long a time lapse between admission decisions and the deadline for admits to submit a deposit. They are looking to find ways to keep admits engaged while they are deciding about whether to attend Tuck.

Target Segment: Admitted Students, specifically admits from the November and January rounds

How to Measure Success:

  • Short Term: # of likes and # of comments posted by admitted students on the“Tuck Class of 20XX” Facebook page in response to posts made by Tuck Admissions
  • Long Term: Yield % of November and January Round admits, as compared to previous years

Plan

  1. Open the Tuck Class Facebook Page to both Tuck AccepteesANDTuck Admits. Currently, the Tuck Class of 20XX Facebook pages are limited to those who have accepted an offer to Tuck. Admits who have not accepted do not have access. In contrast, Harvard Business School (HBS) Class Facebook pages are open to both admits as well as those who have accepted offers (according to the ‘About’ section on HBS’ Class Facebook page). This move will provide a much needed channel of communication to all admits, not just acceptees (email is currently the primary form of communication between Tuck and admits). Once matriculation is complete, those who have decided not to come to Tuck can be removed from the class Facebook page. We also see little risk in allowing all admits to join the Class Facebook page because we assume that Tuck generally admits high caliber individuals with integrity (of course!), so we do not expect abuse by those who have not yet accepted.
  1. Assuming the Facebook page now contains both admits and acceptees from both the November and January rounds, create a post on the Class Facebook Page asking members to comment on why they are choosing to come to Tuck. Include an incentive, such as free clothing from Tuckstuff, for those that participate. An example post may look something like:
  • “Hello soon-to-be Tuckies! We would love to hear from those who have accepted their admissions offer. If you have accepted, please comment here as to why you have decided to come to Tuck. We will randomly select participants for a $50 TuckStuff gift card.”
  1. Aggregate all responses to that post into a “Wordle”, and post that Wordleon the Class Facebook Pageonce completed. An exampleWordle is included below. This visual will draw the eye and provide a unique summary of the responses. As we have learned in class, we are susceptible to be influenced by our peers (relative to other mediums) when making purchase decisions, and we see an analogy here where admits can be influenced by seeing and reading about why their direct peers have chosen to come to Tuck!