Case Study: Mona School of Business and Management Report

  • Summary

Mona School of Business and Management has positioned itself as the top graduate business school within the Caribbean. On approaching their annual application period for their Master of Science programmes they launched a campaign using all forms of advertising media (television, radio and print) to effectively get their message across. It’s Pixel Perfect was given the task of using Social Media to compliment the ads. The task was to create awareness of the graduate programmes, it’s application period and encourage individuals to apply.

 

  • Goal

 

To assess if maximum social media results were achieved by It’s Pixel Perfect for Mona School of Business and Management  from December 2013 – January 2014 across three social media platforms and one online marketing technique.

  1. Increase MSBM Facebook page likes by 1000
  2. Increase MSBM Twitter followers
  3. Increase MSBM LinkedIn connections
  4. Maximize Google search engine optimization
  • Context

 

This was a two months campaign for December 2013 – January 2014. For the first month, Facebook was the only social media platform used. Twitter and LinkedIn were incorporated in January. The online marketing technique of Google Ads was used over the two months. This campaign was planned, executed and managed by one representative of the IPP team for the period.

  • Solutions

Overall Assumption:

This campaign will increase MSBM’s followers on social media and also encourage new applicants to apply to their graduate programmes. This noted reliability would result in providing updates that centered around the nature of the institution.

Though IPP was initially hired to manage Facebook, we thought it necessary to include MSBM’s twitter account and LinkedIn account to have maximum social media reach with their desired audience to achieve the targets..

  • Strategy

  1. A posting plan was created to have daily posts for each platform.
  2. Promote the courses offered.
  3. Advertise the application deadline on all platforms.
  4. Google ads.
  5. Paid advertisements on the MSBM Facebook page.
  • Returns

Facebook

  • Followers/ Likes increased by 2, 172.
  • Before the campaign they had 4,819 likes and ended the campaign with 6,991 likes.

fb graph

Twitter

  • Followers increased by 23 persons.
  • Before the campaign they had 95 followers and ended the campaign with 118.

twitter screenshot

LinkedIn

  • Connections increased by 1,094.
  • Before the campaign they had 329 and ended the campaign with 1,423 connections.

linkedin screenshot

Google Ads

  • Compared to it’s competitors, MSBM’s ads remained in the top position for the period. It kept an average of 1.0 on Google’s display network. The number of clicks and impressions kept a steady growth between December 23-31. This showed incremental reach for the time period.

google ad 1

  • The clicks have also been steady and showed growth between January 11-31. This period showed higher clicks and higher impressions.

google ad 2

  • Lessons Learned

  1. Request that the client provides IPP with a list of courses and proper terminologies to be used.
  2. The content that is posted is heavily dependent on the brand and the way the client wants to be perceived.
  3. A LinkedIn personal and business account cannot be merged.

 

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IPP Week In Review: April 27-May 3, 2014

April 27-May 3, 2014 Cover

1. As a result of LA clipper’s owner Donald Sterling’s racist comments, commissioner of the NBA Adam Silver has banned him for life and fined him $2.5 million dollars.

ban

2. Controversial dancehall artist Alkaline donated $200,000 to cancer patients to offset their medical bills.

Alkaline

3. Chris Gayle’s Instagram account seems to be the talk of the town. Buzzfeed published an article on May 1, 2014 to their website highlighting the West Indies cricketer’s relaxed lifestyle.  See the full article here 

gayle

4. Finance Minister Peter Phillips has withdrawn the much debated bank tax 😀

40876peter_phillips5. Designers Dolce and Gabbana receive 18 months suspended sentence after hiding hundreds of millions of euros from tax authorities.

D&G

Picture of the Week
  • This picture stirred a racist/classist debate on social media last week. What do you think? Was she careless? Is carnival safe for a pregnant mother?  Would it still be acceptable if she was of a darker skin tone?

carnival

Event of the Week: Carnival Road March
  • “We have a truck on the road…….”

carnival collage

Video of the Week: Carnival Road March

 

 

 

Case Study: TVJ Champs Report

Television Jamaica’s Social Media Coverage of ISSA/Grace Kennedy Boys and Girls Championship 2014

  • Quick Summary

 

TVJ wanted to dominate the media coverage of the highly anticipated annual Boys and Girls Champs. Live television broadcast with their on site reporters, in house analysts and radio reporters meant that social media was the only missing link. TVJ realised that they are highly engaged by their followers on their Facebook and Twitter social media platforms and wanted to maximise this presence through live coverage. This case study represents the IPP execution of a live social media campaign in the area of sports. This type of coverage was the first for the IPP team.

 

  • Goal/Problem

 

To assess if maximum social media coverage was achieved by It’s Pixel Perfect for the project ISSA/Grace Kennedy Boys and Girls Championships from March 25-29, 2014 across three social media platforms for Television Jamaica.

  1. Increase TVJ’s followers on Facebook by 2000 persons.
  2. Provide timely and consistent updates across the three social media platforms.
  3. Post live pictures and videos everyday of the event.
  • Context

 

This was a seven-days campaign. The first two days were used for lead up promotion and the remaining five days for live social media blogging executed on site at the National Stadium in Kingston. Each days coverage varied with a minimum coverage of 10 hours and a maximum of 13 hours. Coverage each day included the use of two live bloggers and one photographer.

 

  • Solution

 

Overall Assumption:

This campaign will increase Television Jamaica’s followers on social media and also establish it as a reliable source for real-time track and field event information and other events sponsored by the group. This noted reliability would result in current followers spreading the brand’s praises to others and making a commitment to get results/updates from only TVJ moving forward.

Though IPP was only given a specific target for Facebook, the company thought it necessary to include TVJ’s twitter account and create an Instagram account to have maximum social media coverage.

  • Strategy/Tactics

  1. Start the promotion two days before the actual event on Facebook
  2. Paid advertisements on Facebook page
  3. Provide ongoing concise and accurate information/updates for every event on the track and the field via Facebook
  4. Link the Facebook account to twitter
  5. Create an Instagram account
  6. Have a photographer on the track at all times to capture the events up close
  7. Use mobile devices instead of laptops
  8. Post pictures with Facebook posts on the final day of the championships, to give the followers visual content and an eye at the stadium.
  • Return

Facebook

  • Followers/ Likes increased by 2,997.
  • Through the use of paid advertisements, there was a reach of over 40,000 persons each day over the period.

 

Twitter

 

  • Followers increased by 636 followers.

photo (1)

 

Instagram

  • The coverage ended with 121 picture posts and 314 followers.

instagram 1

  • Reviews

tvj twitter 1 tvj twitter 2

instagram

  • Lessons Learned

  1. Large outdoor events for long hours require additional human resource by the IPP team.
  2. The IPP team must be equipped with additional resources
  3. Ensure that the company (person who contracted IPP) delivers on demands necessary to the completion of the assignment (example: accreditation, press passes) so as to limit the need for improvisation.