Social Marketing Plan for Campus Advisers

In the past Campus Advisers could rely on making a connection at a high school to schedule a parent workshop.  Today, this can still happen but it is now done primarily through the Facilities Dept.  The Facilities Department at a high school as NO attachment to the success or failure of an event.  It is now in the hands of Campus Advisers hand to "get the word out" about upcoming workshops.  Which leads to interested families.  Which leads to long-term clients.  First and foremost, Campus Advisers has to get in front of the families.

This campaign will target Small Business Owners at any income level because the financial aid process can be unclear.  A low Adjusted Gross Income can open up grants, work-study, and lower cost loans.  A high Adjusted Gross Income opens up the opportunity to talk about tax strategies not available to W-2 income earners.

We've loaded 2 lists into Facebook to create Lookalike Audiences within the Phoenix Metropolitan area:  1)  Current and former CA clients that are small business owners 2)  Prospects that are small business owners, entrepreneurs, contractors, etc.  We will also focus on the families that are either nearest to us or driving past the McCormick Ranch location using geolocating.

• We plan to grab attention with a video on Facebook ($10/day for 90 days) and offer a Free Report.
• To access the Free Report, a prospect will provide their email address and graduation year of their student. 
• This will drop the contact into an email series educating them about the process and helping them get familiar with CA.
• The family will have the opportunity to schedule a phone appointment, in-office appointment or an invitation to a local parent workshop in the fall.

Success will be determined by the following:

All current CA metrics will increase

Workshops Scheduled

RSVPS to workshops

Workshop Attendance

Scheduled Appointments

Prospect Meetings

Campus Advisers CLIENTS